MARKETINGMARKETING

What is marketing? Finish the sentence: Marketing is...

Aim of marketing is: consumer develop needs goals price To ____ products that will satisfy the _____of the consumers ____ them right let the _____ know about the existence of the product doing all of this to reach the ____ that the organization set out for itself

Aim of marketing is: To develop products that will satisfy the needs of the consumers Price them right let the consumer know about the existence of the product doing all of this to reach the goals that the organization set out for itself

Can you give some examples of products you use that you didn’t know you wanted until someone produced them ? (Google, Facebook, eBay)

Marketing is C ustomers needs things Marketing means anticipating and creating ________: producing useful _________ __________ didn’t know they wanted until you produced them.

Marketing is Marketing means anticipating and creating needs : producing useful things customers didn’t know they wanted until you produced them.

Selling concept vs. Marketing concept Fill in the missing words: wants buy persuaded fill sold make sell The “selling concept” assumes that resisting consumers have to be ________ by energetic hard-selling techniques to ______ non-essential goods or services. Products are _____ rather than bought. The “marketing concept”, on the contrary, assumes that the producer’s task is to find _____and _____ them. You don’t ______ what you make, you ______ what will be bought.

Selling concept vs. Marketing concept The “selling concept” assumes that resisting consumers have to be persuaded by energetic hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The “marketing concept”, on the contrary, assumes that the producer’s task is to find wants and fill them. You don’t sell what you make, you make what will be bought.

TARGETING & POSITIONING To whom? Price? Where? How is it different from other products or services?

1. Targeting market segmentation market segmentation gender, age, income, lifestyle, level of education, location, marital status, culture target market marketers will choose their target market = segment of the market they want to aim for targeting = process called targeting

niche marketing companies concentrate their efforts on a small segment of the market E.g. groups of customers whose needs are not being met at the moment (Bio&Bio chain of healthy food)

What else marketers do? market research customer research carry out/do/conduct market research or customer research to identify needs of the target market predict new trends try to predict new trends and crazes in advance create needs create needs that do not exist yet

2. Positioning Are you the newest? The best? The cheapest? The most convenient? The best value? The coolest? The most prestigeous? Do you offer the most features?

positioning strategy Decide on a positioning strategy top-of-the-range, value for money, more or less reliable than the competing brand, etc. how customers see the product compared with the other brands on the market

Marketing mix basic product is developed - product is adjusted to the needs of the target market the marketing mix (four Ps) is set 1.helps get the right product 2.at the right price 3.through the right distribution channels or place to the right customers 4. This helps choose the right communication channels or promotion

4. Promotion the way a business communicates with its customers (which communication channel is used) Four main promotional tools: 1.sales promotions 2.personal selling 3.public relations and sponsorship 4.Advertising

For services three more Ps can be added: People - behaviour of a salesperson Process - method or system of offering a service (how: sales, after-sales service) Physical evidence - where the service is delivered from

Brands C_alT8https:// C_alT8

Four marketing Ps aey4https:// aey4

History of advertising