Unit 10

Marketing

The Marketing Mix

In this part, you’ll  Learn about the “4Ps” and “4Cs” of marketing.  Look at some familiar products and how they are marketed  Promote a product with what you learned about marketing

What are “4Ps”?

“4Ps”  Product  Price  Place  Promotion

Product: the goods or the service that you are marketing

It includes: image design quality reliability features and benefits

Features and benefits make the product unlike any of the competing products.

Price:  making it easy for the customer to buy the product

Price:  The product must be priced so that it competes effectively with rival products in the same market  Lower price, better marketing ?

Place: getting the product to the customer

Place: Various channels of distribution: 1. Producer ---- end-users 2. Producer ---- retailers ---- end-users 3. Producer ---- wholesalers/ agents ---- retailers ---- end-users 4. Producer ---- Wholesalers ---- directly to end- users 5. Producer ---- multiple store group/department stores/ mail order houses ---- end-users 6. Producer---- market ---- wholesalers ---- retailers ---- end-users

Promotion present the product to customers through advertising 1. Packaging and presentation 2. Image 3. Brand name 4. Advertising and slogans

Promotion involves:  Packaging and presentation of the product  Image  Brand name  Advertising and slogans  Brochures  Literature  Price lists  After-sales service and training  Trade fair  Public relations  Publicity  Personal selling

Advertising:  TV commercials  Newspaper ads  Magazine ads  Posters  Placing special promotional displays in community, in the department store or in the supermarket  Gift coupons  Presents  Lottery  bonus  Sponsoring festivals  Bankrolling concert tours

What is “USP”? USP: Unique selling proposition features and benefits

“4Cs”  Customer  Communication  Convenience  Cost

Customer What do customers need? What do customers want?

Communication HHow to communicate with customers? AIDA

AIDA  How to attract the attention of potential customers?  How to arouse interest in the product?  How to create a desire for its benefits?  How to encourage customers to take prompt action?

Convenience  In which channel of distribution can the customers get what they want?

Cost  How to make the marketing cost-effective?

“4Ps”& “4Cs”  “4Ps”: Product-oriented  “4Cs”: Customer-oriented

Part Two How is a product marketed?

In this part, you’ll  Review the concept of the “4Ps” and “4Cs” of marketing.  Look at some familiar products and how they are marketed  Promote a product with what you learned about marketing

McDonald’s Mcdonalds Hong Kong Homepage

What kind of promotion that McDonald’s takes is the most impressive to you?

 Its TV commercial  McDonald’s song  All kinds of coupons  Kids dancing and playing games in McDonald’s

How do you think of its product?

In which channel of distribution does it get its product to the customers?

How do you think of its price?

How about its promotion?

Promotion involves:  Packaging and presentation of the product  Image  Brand name  Advertising and slogans  Brochures  Literature  Price lists  After-sales service and training  Trade fair  Public relations  Publicity  Personal selling

Part Three A special task for a special day!

Some questions you may follow:  What is a good brand name for a moon cake?  How to highlight the features and benefits of our moon cake?  How shall we do advertising? How to attract customers? -- newspaper ads? -- a promotional display in the supermarket? -- coupon?

THE END