PRODUCTS, MARKETING, ADVERTISING

product, product line, product mixproduct life cycle

brand, branding, brand recognition, b.awareness

corporate b., individual b., B2B, B2Cmulti-brand strategy, brand cannibalization, brand

switchers

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?

Vocabulary RevisionMK: U 11-13

ProductsMarketingAdvertising

Missing words?

Missing words?

Missing words?

Verbs → Nouns

• To persuade customers →• To persuade customers → C. PERSUASION

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 →

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

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

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

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

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 ...

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 priceb) 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?