Marketing, MK U 12, p 64

→ MK p 64: Lead-in

Selling vs. Marketing

• Focus on:

PRODUCT vs. CONSUMER – selling ...– inward looking ...– out-dated ...– shorter ...– about profit now …– introverted …

Selling vs. Marketing

• Focus on:

PRODUCT vs. CONSUMER

– selling buying– inward looking outward looking – out-dated state-of-the-art– shorter longer time horizon– about profit now about profit

later– introverted extroverted

The selling & marketing concepts

• The “selling concept”:– You sell what you ________.

• The “marketing concept”:– You make what ______________.

• Marketers __________ needs, __________ and __________ new ones.

• Examples of new “needs”:

The selling & marketing concepts• The “selling concept”:

– You sell what you make.

• The “marketing concept”:– You make what will be bought.

• Marketers satisfy needs, anticipate and create new ones.

• Examples of new “needs”: – Walkman, video recorders, CD players, PCs, Internet,

Google, mountain bikes, Facebook...

Marketing activities I

• Identify/anticipateneeds/wants of target consumers (market research):– internal research

– secondary data

– focus group interviews

– quest. research

– sales staff...

• Analyze data

→ Go to p 63 to read about market research methods

Marketing activities I II

• Identify/anticipateneeds/wants of target consumers (market research):– internal research

– secondary data

– focus group interviews

– quest. research

– sales staff...

• Analyze data

• Satisfy the needs better than the competition –strategic decisions about:– product (design)

– pricing

– promotion

– distribution (placement)

product (d_si_ _, qu _ _ity, features, style, b_ _ _d name, size, pa_ _ aging, services and guar_ _ tee)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, dis_ _ _nts, length of the pa_ _ent period, cr_ _ it terms...)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, discounts, length of the payment period, credit terms...)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, discounts, length of the payment period, credit terms...)

place (distr _ _ution channels, locations of p_ _ nts of sale, tran _ _ort, in_ _ntory size...)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, discounts, length of the payment period, credit terms...)

place (distribution channels, locations of points of sale, transport, inventory size...)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, discounts, length of the payment period, credit terms...)

place (distribution channels, locations of points of sale, transport, inventory size...)

promotion (ad_ _ _ _ising, pub_ _ _ity, sales pro_ _tion and per_ _nal selling)

Elements of the marketing programme(integration and the cost of it?)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, discounts, length of the payment period, credit terms...)

place (distribution channels, locations of points of sale, transport, inventory size...)

promotion (advertising, publicity, sales promotion and personal selling)

The Marketing Mix (The Four P’s)

product (design, quality, features, style, brand name, size, packaging, services and guarantee)

pricing (basic list price, discounts, length of the payment period, credit terms...)

place (distribution channels, locations of points of sale, transport, inventory size...)

promotion (advertising, publicity, sales promotion and personal selling)

→ MK, p 64, Vocabulary

HW

• MK, p 64 - Vocabulary

• RB, p 71-72:

(1) Read: The Centrality of Marketing

(2) Do tasks I and II

• RB, p 101:

(3) Write a letter of complaint.

Use task 11 or 12 from p 105 as your starting point.