Download Marketing, MK U 12, p 64

Marketing, MK U 12, p 64
→ MK p 64: Lead-in
The selling & marketing concepts
• The “selling concept”:
– You sell what you make
_____.
• The “marketing concept”:
will be bought
– You make what ______________.
satisfy needs, __________
anticipate
• Marketers ______
and ______
create new ones.
• Examples of new “needs”:
Walkman, video recorders, CD players, PCs, Internet,
Google, mountain bikes, Facebook... Teddy the Guardian
Selling vs. Marketing
• Focus on:
PRODUCT
– selling
– inward looking
– out-dated
– shorter
– about profit now
– introverted
vs.
CONSUMER
buying
otward looking
state-of-the-art
longer
about profit later
extroverted
Identify the topic and match...
•
•
•
•
•
Internal
Focus group
Sales
Printed sources of
Questionnaire
•
•
•
•
•
secondary data
research
interviews
research
staff
Sources of info in market research:
•
•
•
•
•
Internal research
Focus group interviews
Sales staff
Printed sources of secondary data
Questionnaire research
Marketing activities
• Identify/anticipate
needs/wants of
target consumers
(market research):
– internal research
– secondary data
– focus group
interviews
– quest. research
– sales staff...
• Analyze data
Source of information involving...
• contacting individuals by phone, mail or
personally =
• business newspapers, magazines and
trade journals, competitors’ annual reports,
official government statistics... =
• invited members of the target market =
• data available in the company’s accounts
and sales departments (record of sales,
orders, inventory size) =
• Use MK, p 63 to respond!