MARKETING

PRODUCTSMARKETINGADVERTISINGPROMOTION

What is marketing?What do marketers do? (1a, p.64)

Identify or anticipate

Develop (create) Persuade Modify Design influence

A product A consumer need A need Target customers Consumers’ wants A product

What do marketers do? (1a, p.64)

Identify or anticipate a consumer need Develop (create) a product or service Persuade target customers Modify the product over time Design particular product features Influence consumers’ wants

1b – vocabulary (p.65)

VOCABULARY CHECK

Distribution channel To launch a product Market opportunities Market research Market segmentation Packaging Points of sale Product concept Product features Sales representative

Explain the following(1c, p.65-66):

selling concept vs. marketing concept

Four Ps

producer market vs. consumer market

PRODUCT (Text 1 b, p.60) Product (pg.1) definition types of benefits for customersBrand names (pg.2) family name vs. multi-brandingProduct lines and product mix (pg.3) meaningLine-stretching and line-filling (pg.4) Meaning

PROMOTIONMatch the two columns:

TARGET BRAND PROMOTIONAL PUBLIC POSITIVE PUBLIC NEGATIVE

AWARENESS PUBLICITY PUBLICITY RELATIONS CUSTOMERS TOOLS AWARENESS

More matching… SALES BRAND INITIAL REDUCED-PRICE OFF-SEASON SALES PERSONAL BRAND LOSS FREE

LEADER SAMPLE FORCE BUYING PROMOTION SWITCHING TRIAL SELLING LOYALTY PACK

PROMOTION (MK:p.75, 76) 1. What is the role of promotion?2. What promotional tools are there?3. What is PR concerned with? (What is PR about?) 4. What is publicity?5. What is the purpose of sales promotion?6. What tactics are used in sales promotion? 7. What are a)free samples, b)reduced-price packs,

c)loss leaders aimed at?8. Who else can sales promotions be aimed at?

Why? 9. Which is the most expensive promotional tool?10. What are the roles of salespeople?

Questions for the answers below? (MK)

1. Any mention of a company’s products that is not paid for, in any medium read, viewed or heard, by a company’s customers, aimed at assisting sales.

2. Attracting price-conscious buyers or countering a promotion of a competitor.

3. To develop product or brand awareness.4. To stimulate earlier or stronger sales of a product.5. Advertising, public relations, sales promotion or

personal selling.6. Maintaining, improving or protecting the image of a

company or product.7. Generating the initial trial of a product.8. Bringing customers into the shop where they will also

buy other goods.9. Free samples, loss leaders, coupons, price reductions,

competitions…

ADVERTISING

ADVERTISEMENTS ADVERTS ADS

COMMERCIALS

ADVERTISING (MK) Target market Advertising

budget Advertising brief Media plan,

media planner Institutional a.,

prestige a. Advertising

account

Advertising strategy

Word-of-mouth Advertising

campaign Advertising

agency Advertising Dept. advertiser

The advertising agency or the client company? Who does what?

... creates final advertisements. … produces alternative ads that are

pre-tested before the final choice for the national campaign.

… gives an agreed budget, a set of objectives and an overall advertising strategy.

… develops a media plan. …launches the national campaign.

ADVERTISING (Read MK and find appropriate words to replace the numbers.)

Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is 1 advertising, which occurs when satisfied customers recommend products and services to their friends. Large companies could easily set up their own departments, but they tend to hire the services of an 2.

A contract to produce the advertisements for a specific company is known as an 3. The client company decides on its advertising 4, the amount of money it plans to spend in developing its advertising and buying media time and space.

The client company also provides a 5, or a statement of the objectives of the advertising, as well as an overall advertising 6. The choice of how and when to advertise, and in what proportions, is called a 7. The set of customers that a company wants to expose to an advertisement are known as the 8 market.

The advertising of a particular product or service during a particular period of time is called an advertising 9. Favourable mentions of a company's products or services, in any medium read, viewed or heard by a company's customers or potential customers, that are not paid for, are called 10.

Media plan (Read MK:p.71 and find

appropriate words to replace the numbers.)

Media planners’ considerations:a) What media will be used and in what 1?b) What percentage of the 2 market

should be 3?(How many times target customers will be 4 to the ads)?

c) How many times are the customers likely to see the 5?

d) What is the 6, i.e. at what point does advertising become effective ?