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Unit 10
Marketing
The Marketing Mix
In this part, you’ll
 Learn about the “4Ps” and “4Cs” of
marketing.
 Look at some familiar products and how
they are marketed
 Promote a product with what you learned
about marketing
What are “4Ps”?
“4Ps”
 Product
 Price
 Place
 Promotion
Product:
the goods or the service that you
are marketing
It includes:
•
•
•
•
•
image
design
quality
reliability
features and benefits
Features and benefits
make the product unlike any
of the competing products.
Price:
 making it easy for the customer to buy the
product
Price:
 The product must be priced so that it
competes effectively with rival products in
the same market
 Lower price,
better marketing
?
Place:
getting the product to the customer
Place:
Various channels of distribution:
Producer ---- end-users
Producer ---- retailers ---- end-users
Producer ---- wholesalers/ agents
---- retailers ---- end-users
4. Producer ---- Wholesalers ---- directly to endusers
5. Producer ---- multiple store group/department
stores/ mail order houses ---- end-users
6. Producer---- market ---- wholesalers ---- retailers
---- end-users
1.
2.
3.
Promotion
present the product to customers
through advertising
1. Packaging and presentation
2. Image
3. Brand name
4. Advertising and slogans
Promotion involves:
 Packaging and
 Price lists
presentation of the
product
 Image
 Brand name
 Advertising and
slogans
 Brochures
 Literature
 After-sales service and
training
 Trade fair
 Public relations
 Publicity
 Personal selling
Advertising:
 TV commercials
 Gift coupons
 Newspaper ads
 Presents
 Magazine ads
 Lottery
 Posters
 bonus
 Placing special
 Sponsoring festivals
promotional displays
in community, in the
department store or in
the supermarket
 Bankrolling concert
tours
What is “USP”?
USP: Unique selling proposition
features and benefits
“4Cs”
 Customer
 Communication
 Convenience
 Cost
Customer
What do customers need?
What do customers want?
Communication
 How to communicate with customers?
AIDA
AIDA
 How to attract the attention of potential
customers?
 How to arouse interest in the product?
 How to create a desire for its benefits?
 How to encourage customers to take prompt
action?
Convenience
 In which channel of distribution can the
customers get what they want?
Cost
 How to make the marketing cost-effective?
“4Ps”& “4Cs”
 “4Ps”:
 “4Cs”:
Product-oriented
Customer-oriented
Part Two
How is a product
marketed?
In this part, you’ll
 Review the concept of the “4Ps” and “4Cs”
of marketing.
 Look at some familiar products and how
they are marketed
 Promote a product with what you learned
about marketing
McDonald’s
Mcdonalds Hong Kong Homepage
What kind of promotion that
McDonald’s takes is the most
impressive to you?
 Its TV commercial
 McDonald’s song
 All kinds of coupons
 Kids dancing and playing games in
McDonald’s
How do you think of its product?
In which channel of distribution
does it get its product to the
customers?
How do you think of its price?
How about its promotion?
Promotion involves:
 Packaging and
 Price lists
presentation of the
product
 Image
 Brand name
 Advertising and
slogans
 Brochures
 Literature
 After-sales service and
training
 Trade fair
 Public relations
 Publicity
 Personal selling
Part Three
A special task for a special day!
Some questions you may follow:
 What is a good brand name for a moon cake?
 How to highlight the features and benefits of our
moon cake?
 How shall we do advertising? How to attract
customers?
-- newspaper ads?
-- a promotional display in the supermarket?
-- coupon?
THE END