Download PRODUCT

Marketing, MK U 12, p 64
→ MK p 64: Lead-in
Selling vs. Marketing
• Focus on:
PRODUCT
– selling
– inward looking
– out-dated
– shorter
– about profit now
– introverted
vs.
CONSUMER
...
...
...
...
…
…
Selling vs. Marketing
• Focus on:
PRODUCT
– selling
– inward looking
– out-dated
– shorter
– about profit now
– introverted
vs.
CONSUMER
buying
outward looking
state-of-the-art
longer time horizon
about profit later
extroverted
The selling & marketing concepts
• The “selling concept”:
– You sell what you ________.
• The “marketing concept”:
– You make what ______________.
• Marketers __________ needs,
__________ and __________ new ones.
• Examples of new “needs”:
The selling & marketing concepts
• The “selling concept”:
– You sell what you make.
• The “marketing concept”:
– You make what will be bought.
• Marketers satisfy needs, anticipate and create
new ones.
• Examples of new “needs”:
– Walkman, video recorders, CD players, PCs, Internet,
Google, mountain bikes, Facebook...
Marketing activities
I
• Identify/anticipate
needs/wants of
target consumers
(market research):
– internal research
– secondary data
– focus group
interviews
– quest. research
– sales staff...
• Analyze data
→ Go to p 63 to read
about market
research methods
Marketing activities
I
• Identify/anticipate
needs/wants of
target consumers
(market research):
– internal research
– secondary data
– focus group
interviews
– quest. research
– sales staff...
• Analyze data
II
• Satisfy the needs
better than the
competition –
strategic decisions
about:
–
–
–
–
product (design)
pricing
promotion
distribution
(placement)
product (d_si_ _, qu _ _ity, features, style,
b_ _ _d name, size, pa_ _ aging, services
and guar_ _ tee)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, dis_ _ _nts, length
of the pa_ _ent period, cr_ _ it terms...)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
product (design, quality, features, style, brand
name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distr _ _ution channels, locations of
p_ _ nts of sale, tran _ _ort, in_ _ntory size...)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
promotion (ad_ _ _ _ising, pub_ _ _ity,
sales pro_ _tion and per_ _nal selling)
Elements of the marketing programme
(integration and the cost of it?)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
promotion (advertising, publicity, sales
promotion and personal selling)
The Marketing Mix (The Four P’s)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
promotion (advertising, publicity, sales
promotion and personal selling)
→ MK, p 64, Vocabulary
HW
• MK, p 64 - Vocabulary
• RB, p 71-72:
(1) Read: The Centrality of Marketing
(2) Do tasks I and II
• RB, p 101:
(3) Write a letter of complaint.
Use task 11 or 12 from p 105 as your
starting point.