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Marketing
Marketing is…
… the strategy of bringing
consumers and products
together…
…from product development to
product delivery.
The Marketing Mix
The marketing mix is the combination of PRODUCT,
PRICE, PLACE and PROMOTION (the 4 Ps) chosen to
satisfy buyers.
Market Segmentation
Companies segment buyers into groups to define what
they respond to…
… so they can target them effectively and increase
sales.
4 Ps: Pricing Strategies
4 Ps: Pricing Strategies
1.
-
High Pricing
Contributing Pricing
Demand-based Pricing
Skimming Pricing
2. Competitive Pricing
3.
-
Low Pricing
Penetration Pricing
Competitive Pricing
Promotional Pricing
4 Ps: Place
4 Ps: Place
The Channel of distribution…
…the way it is sold.
The Method of Distribution…
…how it gets there.
4 Ps: Promotion
4 Ps: Promotion
Promotion is maximising sales by raising product
awareness and encouraging consumers to buy it.
Informative advertising…
…simply gives consumers facts.
Persuasive advertising…
…focuses on unique selling points.
Methods of Advertising
• Broadcast (TV, Radio, Internet)
• Print (Newspapers, Magazines)
• Outdoor (Billboards, Posters, Buses)
Promotional Activities…
Encourage buyers to buy with a
special offer.
Main methods include:
• Vouchers, Special Offers,
Discounts and Free Gifts.
Find out more with Business.govt.nz:
Business.govt.nz provides free access to a wide range of resources,
including tools and interactive content. It acts as a gateway to government
and private sector business information, news and services.
Next steps:
• Before buying a business
• Assess the health of your marketing
• Cash flow forecasting
• How much money do you need to start a business?
• Quick start business plan tool