1. Letter of apology → RB, p 78 p 82, exercises 13 & 14 HW: 1.Study RB pp 67 – 80 2.Do all tasks on pp 81-82 3.Revision: QUIZ (pp 83-85) 4.Write a letter of apology, RB p 78

2. REVIEW: What’s the word....? 1To introduce a new product onto the market 2The extent to which an activity provides financial gain 3The sales of a company expressed as a percentage of total sales in a given market 4All the companies or individuals involved in moving a product from the producer to the consumer 5Wrappers and containers in which products are sold 6Consumers who buy various competing products rather than being loyal to a particular brand 7Collecting, analysing & reporting data relevant to a spec. marketing situation ( eg. a new product ) 8An idea for a new product, which is tested with target consumers before the actual product is developed to launch profitability market share distribution channel packaging brand switchers market research product concept

3. Identify the topic and match... Internal Focus group Sales Printed sources of Questionnaire secondary data research interviews research staff

4. Sources of info in market research: Internal research Focus group interviews Sales staff Printed sources of secondary data Questionnaire research

5. Source of information involving... contacting individuals by phone, mail or personally – business newspapers, magazines and trade journals, competitos’ 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) – questionnaire research printed sources of secondary data focus group interviews internal research

6. Identifying market opportunities Market opportunities – profitable __________ of fillling unsatisfied ________ or creating _______ ones in areas in which the company is likely to be more successful than the _____________. Market opportunities are isolated by market segmentation. Market segmentation is a process of _________ a market into distinct _________ of buyers who have different __________ or buying _______.

7. Identifying market opportunities Market opportunities – profitable possibilities of fillling unsatisfied needs or creating new ones in areas in which the company is likely to be more successful than the competition. Market opportunities are isolated by market segmentation. Market segmentation is a process of dividing a market into distinct groups of buyers who have different requirements or buying habits.

8. Target markets identified by market segmentation -BABY BOOMERS, X-GENERATION, Y-GENERATION, Z-GENERATION… - YUPPIES, GUPPIES, MILKIES, DUMPS, SWELLS, DINKS, SKIPPIES, BOBOS, FEMS, SINKIES, MINKIES, WOOPIES, KIPPERS…

9. Market segmentation 1.School Kids with Income and Purchasing Power 2.Double Income No Kids 3.Burnt-Out-But Opulent (people) 4.Green Upward-mobile Professionals 5.First-time Expectant Mothers 6.Single Women Expect Lots in London 7.Modest Introverted Luxury Keeper 8.Young Upwardly-mobile Profesionals 9.Downwardly-Mobile Professionals 10.Single/Middle Income No Kids 11.Well Off Older People 12.Kids In Parents’ Pockets Eroding Retirement Savings

10. MK, p 65 Reading: The product life cycle

11. HW, MK p 65 Combine the sentences into a four-paragraph text, adding phrases such as: ” During the introduction stage... And combining sentences with connectors: “During the maturity stage sales peak, but the product features may have to be changed because...” MK, p 66 - Discussion - Form small teams - Discuss the question assigned to you - Get ready to present your discussion results to the rest of the group

12. UNJUMBLE AND ORDER: rearteil lersalhow mercosnu dropucer

13. UNJUMBLE AND ORDER: retailer wholesaler consumer producer

14. DISTRIBUTION CHANNEL Producer Wholesaler/distributor Retailer Consumer

15. DISTRIBUTION CHANNEL Producer Wholesaler/distributor Retailer Consumer → MK, p 66 Agent Own sales force Online(Internet) or telephone or mail order sales