1. Marketing
Chapter 8

2. The 4 P’s of Marketing
1. Product
2. Price
3. Place
4. Promotion

3. Product
Goal is to design a product that will catch a customer’s attention and satisfy their need
Is the product or service something customers will want to buy?
Will it be of benefit to them?
Will it meet their needs?
What is included in Packaging?
Labels
Designs
Logos
NOTE: The product can be a service too!!

4. Price Pricing strategy Offer discounts or coupons
Choose price of product based on competitor’s prices
Can make your product cheaper than your competitors
Can make your product more expensive or the same price as competitors
Choose price based on your product’s image (high end or economy priced)
Offer discounts or coupons
Need to consider:
How much are customers willing and able to pay?
What is the best price to charge to earn a maximum profit?

5. Place Having product easily available for customers.
Want a location that a lot of people will see and walk by your store.
Need to consider:
How will the product or service get to the customer?
What channels of distribution are needed?
When should the product or service be in stock or ready?
Where will the product or service be made available?

6. Promotion Relates to the communication and selling to customers
Components of Promotion
Advertising
Publicity
Personal Selling
Sales Promotion
E-marketing
How will customers be made aware that the product or service is available?
Which of the following promotional activities will be best for this venture: advertising, personal selling, publicity, sales promotion, or e-marketing?

7. Marketing - Promotion Promotional Mix Publicity E-Marketing
Personal Selling
Publicity
Promotional Mix
Sales Promotion
E-Marketing
Advertising

8. Publicity & Public Relations
Management of the communication of the product or brand with the general public.
Examples:
Press Release
Event Sponsorship
Arrange a speech or a reward

9. Personal Selling
Persuading a potential consumer to purchase your product or brand.
Modes of Selling
Direct Sales
Indirect Sales
Electronic
Agency based

10. Sales Promotion
Non-personal promotional efforts that are designed to have an immediate impact on sales
Examples:
Coupons
Discounts
Rebates
Gifts

11. Advertising
Form of non-personal promotion in which companies pay to promote ideas, goods, or services in a variety of media.
Different Types of Media: TV
Radio
Print
Internet
Billboards

12. E-Marketing Using the Internet to market your product or service.
Tools available:
distribute via the Internet (Amazon.com).
use the Internet to build and maintain customer relationship (Dell.com).
money collection could be done online (bills).
attract potential customers to sign-up for short term trial
use for advertising (Google Adwords)

13. Advertising
and the Promotional Mix

14. Advertising
Form of non-personal promotion in which companies pay to promote ideas, goods, or services in a variety of media.
Different Types of Media: TV
Radio
Print
Internet
Billboards

15. Print Advertisements
colacompany.com/presscenter/presskit_open_hap piness_images.html
(Print advertisements - coke)

16. Billboards
html?from=storyrhs
spears html
(Billboard – Pepsi) /
(Billboard – Coke)

17. TV
brands-pepsi-vs-coke-advertisements/
(Commercials – Pepsi vs. coke)

18. Radio ..\Pepsi_Commercial.mp3 (Radio – Pepsi)
(Radio – Coke)

19. Question?
Think about the different advertisements that we have looked at today, which one you believe is the most effective and why?

20. 4 P’s Poster Assignment
In this assignment you will use a poster and the concepts presented in class to market a very important product─ yourself. You will use create a glogster using a variety of materials including your own pictures to tell the person looking at your poster who you are and what you are all about.
Remember marketing is about getting the audience to want to “buy” the product so make sure that you think about the audience that your poster is aimed at: namely your teacher.