2 Marketing Mix Four P’s or Marketing ProductPlacePromotionPrice
3 Marketing ConceptThe Marketing Concept is the idea that in order to make a profit a business must focus all of its efforts on satisfying the needs and wants of its customers.
4 Sales vs. Marketing Oriented Sales Oriented – In the past companies were interested only in making a sale, they held little or no regard for what their customers wanted.Marketing Oriented or customer oriented is when companies focus on customer satisfaction.
5 What is the difference between a Customer and a Consumer? Who should the company target with its commercials?
7 Marketing adds value to a product. Value – is the satisfaction gained from use of a good or a service. Comparing the price that you pay for a product with all of the benefits that come with it.How does Lexus add value to its products?
8 Who are my customers? Activity #2 Seventeen MagazineCadillacPottery BarnAnn TaylorGolf DigestRampageSnackwells Cookies
9 Identifying Customers Market – is the group of all potential customers who share common needs and wants and who have the ability and willingness to buy the product.
10 Strategies to Promote Products Mass Marketing - using one single marketing plan to reach all consumers.Market Segmentation – dividing the total market into smaller groups of people who share specific needs and characteristics.
11 What kind of products can be promoted using mass marketing? What kind of products are promoted using market segmentation?
12 Methods of Segmenting the Market GeographicsDemographicsPsychographicsProduct Benefits
13 Geographics Segmenting the market based on where people live. Local NationalGlobal
14 What businesses should use local segmentation? Why is it important to know where our customers live?
15 DemographicsStatistics that describe a population in terms or personal characteristics.AgeGenderIncomeEthnic BackgroundEducationOccupation
16 PsychographicsThe study of consumers based on lifestyle, and the attitudes that shape it.“Cocooning” attitude
17 Product BenefitsDifferent people use the same product for different uses.ShoesShampooSoda
18 Developing a Customer Profile If you combine all the information that you gathered from the geographic, demographic, and psychographic data you can develop a customer profile.
20 Reaching Your Customers Once you have a profile and you know who your customers are, then you can target them and position your product in their minds.Target Marketing – focusing all efforts on the specific group of people that you want to reach.Positioning – what you do to get the product into the mind of the prospect!
21 Ways to Position your Product Play to the Competition’s WeaknessBK vs. McDonalds Ads.Look for Underserved MarketsFind your nicheLead with your StrengthsReal Thing, 1st etc…Target Different Market SegmentsGodiva vs. Hersheys Markets
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