1. P 3.1.1 Marketing What can you remember about marketing?
Write down as many terms to do with marketing as you can remember.
You will get 1 point for every correct term and 3 points for any term that only you remember! P
3.1.1 Marketing
Marketing

2. Marketing What is marketing?
The identification, satisfying and revisiting of customer needs
Covers a number of activities including researching the market before deciding on product, price, place and promotion
Marketing

3. Marketing – Question Time
Which one of the following will help a business anticipate customer needs? (1)
Lowering price
New advertising campaign
Focus group
Changing packaging design
Suggest one alternative method of anticipating customer needs (1)

4. Marketing Anticipating customer needs
A business will have to work out in advance the needs of the customer
Put your self in the customer’s place
Are there any unusual needs
Empathize with the customer
Be polite and accommodating
This will lead to repeat custom
Make sure they enjoy the experience
You tube Anticipate customer needs
Marketing

5. Anticipating customer needs
Anticipating customer needs at McDonalds
Customer
What are their needs?
A parent with young children
Give the children a quick and fun treat
Teenagers
Business person in a rush
Holiday goers at an airport
University students
City centre shoppers
Marketing

6. Marketing Understanding customer needs
A business will need to clearly know what the customer wants
Who are they and what do they do?
How, when, where, why and what do they buy?
What do they want from your business?
Why will they buy off you rather than the competition?
You tube Smarter Marketing: Know your customer
Marketing

7. Marketing Satisfying customer needs
Customer satisfaction is important if the business is to be profitable
Has the product met or exceeded customer needs?
Is the service reliable and efficient?
Is there an after sales service to look after customer needs and help to deliver repeat custom?
Marketing

8. Satisfying customer needs
Satisfying customer needs at McDonalds
Customer
How are their needs satisfied?
A parent with young children
Teenagers
Business person in a rush
Drive through to eat on the go
Holiday goers at an airport
University students
City centre shoppers
Marketing

9. Marketing
Marketing
You have been invited for an interview as a marketing apprentice at Top Print Ltd, a local printing company. The company specialises in providing high quality print solutions to meet business needs. This involves designing and printing business stationery, cards, marketing literature, catalogues and also promotional gifts. The business prides itself on customer service. On its website it states “our business is not just about selling to you it is about understanding your needs and exceeding our customers’ expectations.” Your interview is with Cheryl, the marketing manager. Are you ready for your interview?

10. Marketing
Interview time
Cheryl is keen to see if you understand anything about the business and marketing. Can you answer the following questions?
For Top Print Ltd which P in the marketing mix is the printing of promotional goods such as mugs?
Why might a local bakery shop be interested in the services of Top Print?
You have a meeting with a potential new customer. How would you identify their needs?
What are the benefits to Top Print Ltd of understanding customer needs?
Cheryl says that she wrote the statement for the website as she strongly believes that marketing is not just about selling. To what extent do you agree with Cheryl’s view?

11. Would you like fries with that? Have a nice day!
Marketing
Would you like fries with that? Have a nice day!
Think about the last time you visited a fast food restaurant.
How would you rate the customer service?
Did it meet your expectations?
If yes did you give feedback?
If no did you give feedback?
Were you encouraged to give feedback?
Is marketing important to McDonalds?
How important is customer service as part of the marketing at McDonalds?
Read the information sheet on Customer Service at McDonalds and answer the talking point questions.