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Marketing
Szabó Rozália
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Marketing - Outline
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What is marketing?
The process of marketing
Market research
The marketing-mix
Products and brands
 Price
 Place
 Promotion
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What is marketing?
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Definition 1:
It is all the different activities
intended to satisfy customer
needs, so as to make profit.
Definition 2:
It is all the different activities
intended to make and attract a
profitable demand for a product.
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The process of marketing
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Market research
Product development
Production
Pricing
Distribution channel
Promotion
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Market research
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Primary data collection
interviews
 questionnaires
 surveys, etc.
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Secondary data collection
sales records
 reports, etc.
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The marketing-mix (4 P’s)
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It provides the customer with the
right product at the right price,
presented in the most attractive
way (promotion), and available
in the easiest way (place).
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Product
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Not only an assembled set of
components
Also refers to
features (colour, size, material,
etc.)
 and benefits (what we gain by
using it) – USP (Unique Selling
Proposition).
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Product (cont.)
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Product life cycle (PLC) - a
typical sales pattern consisting
of 4 stages:
launch
 growth
 maturity
 decline
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Product (cont.)
Brands and branding
 Brand: a name given to its
product by a company so that it
can be easily recognized.
 Branding: creating a brand and
keeping it in customers’ minds
through advertising, packaging
etc.
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Product (cont.)
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Brand awareness / brand
recognition:
how much people recognize
a brand.
Brand image:
the idea people have about a
brand.
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Price
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Products must be priced so that they
can compete effectively with rival
products in the same market.
Factors taken into consideration:
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value
quality
volume of sales
level of market saturation
prices of the competition.
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Place
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The product must be available
to customers through the most
cost-effective channels of
distribution.
Producer→wholesaler→retailer→customer
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Place (cont.)
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Direct sales:
producer→end-user
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Sales through distributors:
producer→wholesaler→end-user
producer→wholesaler→retailer→end-user
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Place (cont.)
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Retail outlets:
Chain stores (standardized
selection)
 Supermarkets (mainly food,
under 30,000 square metres)
 Hypermarkets (wide variety of
goods, usu. outside a town, over
30,000 square metres)
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Place (cont.)
Retail outlets (cont.)
Department stores (wide variety
of goods, usu. in a town centre,
departments)
 Deep discounters (supermarkets
with very low prices)
 Convenience stores (small, in a
residential area, open long hours)
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Promotion
The activity aimed at attracting
people’s attention to a product.
Tools:
 Personal selling
 Advertising
 Sales promotion
 Public Relations (PR)
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Promotion (cont.)
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Personal selling:
members of a company’s sales
force (salesmen) visit customers
and persuade them to buy its
products.
(Sales manager - head of the
sales force)
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Promotion (cont.)
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Advertising:
a means of stimulating
demand for a product, and
establishing strong brandloyalty.
Tools:
 Traditional
 Non-traditional
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Promotion (cont.)
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Traditional advertising:
TV commercials
 open-air hoardings
 neon signs
 newspaper advertisements
 brochures, catalogues
 direct marketing (direct mail,
telemarketing)
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Promotion (cont.)
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Non-traditional advertising:
road-shows
 product placement (eg. at eye-level)
 sponsorships (sports events,
concerts)
 text messaging (sms’s)
 Internet banners,spams
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Promotion (cont.)
Advertising is successful if
customers take a prompt action:
AIDA:
Attention
Interest
Desire
Action
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Promotion (cont.)
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Sales promotion:
All the methods encouraging sales
of a product by offering extra
value for a short time.
Tools:
free gifts (sg given with the product)
 special offers (eg. discounts, reduced
prices)
 free samples, etc.
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Promotion (cont.)
Public Relations (PR):
all the activities aimed at
informing people inside and
outside a company in order to
establish goodwill.
Tools: similar to those of
advertising.
But: more emphasis on personal
communication.
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Thank you for your attention.
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