1. Introduction to LC material Consumer Behaviour
TY Marketing
Introduction to LC material
Consumer Behaviour

2. Introduction What is Marketing?
Marketing starts before the product or service has been developed, by trying to find out what the customer wants, then getting it to the market.
What is Market Segmentation?
Dividing consumers into different categories.
How do Pepsi advertise to men?
And to women?
What is a Niche Market?
A specific gap in the market for a new product or service.

3. Product Positioning
Creating an image for a product in the mind of the consumers in the target market.
Marketing Mix: Product, Price, Promotion, Place

4. Product: Guinness
DESIGN: Harp – Irish. “the black stuff” QUALITY – two part pour, quality team BRANDING – Merchandise, Irish, PACKAGING – Can, Pint, Bottle PRODUCT LIFE CYCLE – Arthur’s Day!!!

5. Price Psychological Pricing €9.99
Premium Pricing – associated with quality
Price Skimming – pharmaceuticals
Penetration Pricing – new entrant, e.g. Airtricity, meteor

6. Promotion
Refers to all the efforts (excluding price) made by the seller to communicate and influence the target market to buy a product.
Advertising – Informative,
Reminder
Persuasive
Generic Advertising
What is the point of this ad?
Sales Promotion
Direct Selling
Public Relations

7. Place
Channels of Distribution – How does the product get from the producer to the consumer?
Where Can Consumers buy the product or service?

8. Bulmers http://www.youtube.com/watch?v=ERsSxtjKkHw&feature=related