PRODUCTS, MARKETING, ADVERTISING. product, product line, product mix product life cycle brand, branding, brand recognition, b.awareness corporate b.,

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<ul><li> Slide 1 </li> <li> PRODUCTS, MARKETING, ADVERTISING </li> <li> Slide 2 </li> <li> product, product line, product mix product life cycle brand, branding, brand recognition, b.awareness corporate b., individual b., B2B, B2C multi-brand strategy, brand cannibalization, brand switchers </li> <li> Slide 3 </li> <li> Find answers in MK:p.67 1.3 types of schools of marketing? Slogans? 2.Old approach? Problem? 3.Link between pg.5 and pgs. 1-3? 4.Marketing today? 5.2 mistakes? </li> <li> Slide 4 </li> <li> Vocabulary Revision MK: U 11-13 Products Marketing Advertising </li> <li> Slide 5 </li> <li> Missing words?....line... mix... cycle... branding... strategy... cannibalization... packaging... switchers... of scale...awareness... value... loyalty... share... recognition pricing skimming </li> <li> Slide 6 </li> <li> Missing words? Product.... Product... Life... Corporate... Individual... Multi-branding... Brand... distinctive... Brand... Economies... Public... Market... Brand... Book... Customer... Market... Brand... Penetration Price </li> <li> Slide 7 </li> <li> Missing words? Physical... Tangible... Brand... Distribution... Target... Comparative...... Free... Viral... Word-of-mouth......value sample...advertising...assets... customers... parity method... marketing... assets... channel </li> <li> Slide 8 </li> <li> Verbs Nouns To persuade customers To persuade customers C. PERSUASION </li> <li> Slide 9 </li> <li> Verbs Nouns To persuade customers C. PERSUASION To segment the market To penetrate the market To skim the market To differentiate a product To liquidate stock To discontinue a product To withdraw a product To distribute a product To try a product the first time To promote a product To launch a product </li> <li> Slide 10 </li> <li> Verbs Nouns To persuade customers C. PERSUASION To segment the market M. SEGMENTATION To penetrate the market M. PENETRATION To skim the market M. SKIMMING To differentiate a product P. DIFFERENTIATION To liquidate stock S. LIQUIDATION To discontinue a product P. DISCONTINUATION To withdraw a product P. WITHDRAWAL To distribute a product P. DISTRIBUTION To try a product for the first time INITIAL TRIAL To promote a product PROMOTION To launch a product PRODUCT LAUNCH </li> <li> Slide 11 </li> <li> The advertising agency or the client company? Who does what?... creates advertisements. gives a set of the objectives of the advertising campaign (a brief), an overall advertising strategy, and a budget. develops a media plan </li> <li> Slide 12 </li> <li> What words do the numbers stand for? Advertising informs 1 about the existence and benefits of products and services, and attempts to persuade them to buy them. Large companies could easily set up their own 2 departments, but they tend to hire the services of an 3. The client company decides on its advertising 4, which is the amount of money it plans to spend in developing its advertising and buying media time and space. Based on MK (2010):p.69/70 </li> <li> Slide 13 </li> <li> What words do the numbers stand for? 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. However, the best form of advertising has always been 10 advertising which today has been much used in 11 marketing. Based on MK (2010):p.69/70 </li> <li> Slide 14 </li> <li> How to speak about advertising in a coherent manner? (MK) Advertising is... The process can be described as follows: first,..., second,..., and finally,... One important issue advertisers may have a dilemma about is... They may choose either to... or to... New forms of advertising try to avoid the disadvantages of traditional advertising. For example,... will benefit from.... In other words,.... will avoid traditional problems such as... </li> <li> Slide 15 </li> <li> A few questions 1.What makes a product line (3 conditions)? 2.3 historical approaches in marketing? From... -driven, to... driven, and today, to... driven companies? 3.Find a section in MK dealing with the following: a) (v)... a price, (v)... a price b) opposite of round price c) term for competing with as low prices as possible 4. Name some specific advertising/sales promotion strategies. 5. What market research methods are mentioned in MK? </li> </ul>