1. EVOLUTION OF THE MARKETING CONCEPT

2. Evolution of Marketing
The Production Era (1800s to 1920s)
• production creates demand
• products will sell themselves
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3. Evolution of Marketing
The Sales Era (1920s to 1960s)
• production is greater than demand
• hire salespeople to find new markets and consumers
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4. Evolution of Marketing
The Marketing Concept Era (1960s to 1980s)
strive to achieve organization’s goals and satisfy consumer needs
marketing is integrated into each phase of business starting before production
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5. Evolution of Marketing
The Marketing Orientation Era (1980s to today)
• continuously collect information about consumers’ needs, competitors
• share this information with other departments and use it to create consumer value
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6. MARKETING ACTIVITIES

7. Marketing Activities
Summarize the ten marketing activities and indiciate which high school courses (besides marketing) which you would take if you wanted to get into that field.
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8. Research Marketing Activities conduct surveys gather information
analyse data
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9. Product Development Marketing Activities
create product to satisfy customer’s needs
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10. Pricing Marketing Activities
establish how much to charge for the product based on cost of materials, how much consumer is willing to spend
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11. Packaging Marketing Activities
develop package to attract attention, safely contain product
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12. Branding Marketing Activities
develop a name, trademark, slogan, logo—identity—for the product
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13. Sales Marketing Activities
organize or be involved in the process of getting the product into the consumers’ hands
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14. Physical Distribution
Marketing Activities
Physical Distribution
getting the product from factory to where it is accessible to the consumer
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15. Inventory Management Marketing Activities
calculating how many of each product need to be stocked to satisfy consumers’ needs
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16. Storage Marketing Activities
where will you keep the product between production and retailer?
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17. Promotion Marketing Activities
making consumers aware of your product and its merits
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18. HOMEWORK Read page 18 Answer questions 1 and 2 Read section 1.5 Unit 1
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19. Today’s Agenda Take up homework
Based on pg. 18, define nonprofit and not-for-profit organizations, what are the differences between the two?
Note
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20. CONSUMER AND COMPETITIVE MARKETS

21. Consumer Market Cons & Comp Markets
the group you try to attract: target market
everybody: aggregate market
usually a smaller group, differentiated market based on age, gender, etc.
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22. Cons & Comp Markets
A target market is a group of potential customers to whom a company directs its marketing program
EXAMPLES: teens, parents, seniors, extremely wealthy, etc.
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23. Competitive Market Cons & Comp Markets
all products and services that compete for consumers’ money within a category
can be broad (toys)
can be narrow (diet colas)
unrelated (entertainment)
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24. Cons & Comp Markets
A product’s marketing efforts try to influence the consumer’s decision towards spending money on that specific product.
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25. or “The Marketing Mix and the 2 Cs”
The 4 Ps and 2 Cs
or “The Marketing Mix and the 2 Cs”

26. Environ- mental Factors: Uncontrollable regulatory Marketing Mix:
product
social
competitive
price
consumer
place
promotion
technological
economic
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27. The 4 Ps and 2 Cs product price place promotion consumer competition
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28. The 4 Ps and 2 Cs
The product is a good, service, idea, or event to satisfy the consumer’s needs.
Examples?
product price place promotion consumer competition
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29. The price is what is exchanged for the product, usually money.
The 4 Ps and 2 Cs
The price is what is exchanged for the product, usually money.
product price place promotion consumer competition
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30. The place is a means of getting the product into the consumer’s hands.
The 4 Ps and 2 Cs
The place is a means of getting the product into the consumer’s hands.
Examples?
product price place promotion consumer competition
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31. The 4 Ps and 2 Cs
Promotion is the means of communication used by the seller to inform the buyer.
Examples?
product price place promotion consumer competition
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32. The 4 Ps and 2 Cs
The consumer is the individual or group of individuals who may use your product.
product price place promotion consumer competition
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33. The 4 Ps and 2 Cs
The competition is other firms that could provide a product similar to yours.
Who competes with Nike? Pepsi? McDonalds? Ford?
product price place promotion consumer competition
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34. The Marketing Mix
Worksheet

35. H O M E W O R K Marketing Mix worksheet
Start thinking about 4 Ps and 2 Cs assignment
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36. Today’s Agenda Marketing Mix worksheet
Read “Future Shop”, page 20, answer questions
Group activity & discussion
Note
Work on assignment due Friday
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37. Information Technology
Read “Future Shop” on page 20, answer questions.
At your table, compare answers to #1, list 3 advantages (benefits) and 3 disadvantages (costs).
 What can Future Shop do to capitalize on the advantages or downplay the disadvantages?
Compare your answers to #2
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38. The Marketing Mix
Worksheet

39. Marketing Strategies

40. Marketing Strategies
A strategy is a method to carry out an action plan to reach a goal. A marketing strategy explains how a company will carry out the marketing plan, its goals, and the marketing mix formula to achieve those goals.
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41. Marketing Strategies The Marketing Plan contains:
a section outlining marketing goals of the business
target market(s)
a list of as many competitors as possible
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42. Marketing Strategies The Marketing Plan contains:
a research section, with a plan for gathering and analysing info
how the product will be positioned, with rationale
pricing strategy
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43. Marketing Strategies The Marketing Plan contains:
distribution channels & logistics
promotional and advertising proposal
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44. value = - Brand strategies perceived benefit perceived cost
Marketing Strategies
Brand strategies
The primary goal is to communicate the value of a product or service to the consumer.
value = -
perceived
benefit
perceived
cost
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45. Brand strategies Marketing Strategies see example on page 26
It attempts to position the product or service by creating a positive value equation in the consumer’s mind.
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46. The Value Equation
Group Activity

47. Distribution strategies
Marketing Strategies
Distribution strategies
Focus on the best way to deliver a product/service to the target market.
MANUFACTURER
RETAILER
CONSUMER
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48. Distribution strategies
Marketing Strategies
Distribution strategies
PUSH: “If the product is out there where people will see it, they will buy it.”
focus on selling the good to the retailer, importer or wholesaler
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49. Distribution strategies
Marketing Strategies
Distribution strategies
incentives, promotions, product display case offered in exchange for product placement
The manufacturer needs to push the product through the chain
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50. Distribution strategies
Marketing Strategies
Distribution strategies
PULL: “increase distribution by increasing consumer demand”
focus is on selling the good to the consumer
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51. Distribution strategies
Marketing Strategies
Distribution strategies
convince consumers that they need the product, and that specific brand
requires a strong advertising and promotions campaign
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52. Distribution strategies
Marketing Strategies
Distribution strategies
The pull strategy is difficult to use alone, the push strategy can be. Most strategies use a combination of the two.
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53. H O M E W O R K
Study for test on : Review notes, 1.1, 1.2, Make sure you understand any of the terms you jotted down at the beginning of the unit!
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54. Watch the video, write down examples of the 4 Ps
VIDEO: Famous Amos
WARNING!
This video contains extreme eighties hairstyles!
Viewer discretion is advised.
Watch the video, write down examples of the 4 Ps

55. Today’s Agenda Bell work Take up homework Note Video
* For test on Monday: Review notes, 1.1, 1.2,
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56. BELL WORK
List three items you frequently purchase. Identify the product, price, place(s) where it can be bought, how it is promoted, who the target market (consumer) is, and who provides competition for that product. Be prepared to share one.
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57. HOMEWORK
For test on Monday: Review your notes Reread 1.1, 1.2, 1.4, 1.5, 1.6, 1.7.
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58. End of Unit 1
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