Transcript Jorge Ivan, Lifeng Kong (Rinne) Marketing

Marketing
ESL 156 Comparative Culture Studies
Instructor: Lyra Riabov
Presenters: Sheng-chi Hsu(Anne),
Jorge Ivan, Lifeng Kong(Rinne)
Date: March 06, 2007
Discussion
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Definition of marketing
Four P’s
Case study: Shaws supermarket
Conclusion
References
What Is Marketing?

Marketing means the movement of
goods and services from manufacture
to customer in order to satisfy the
customer and to achieve the
company’s objectives.
Four P’s
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Marketing can be divided into four main elements
that are popularly known as the four P’s.
1.
Product
---
The good or service that a company
wants to sell
Price
2.
A company charges for its product
---Above, with or below
---
Four P’s
3. Placement
---Involves getting the product to the customer
4. Promotion
---Communication between buyer and seller
Marketing Mix
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The combination of the four P’s is
known as the marketing mix.
price
placement
customers
product
promotion
Shaw’s Supermarket
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1860 first store
opened
George C. Shaw
Shaw’s employee:
approximately
30.000 associates.
Shaw’s and the Four P’s

Product
• All kind of products
• Popular products
 Bananas
 Coca-cola
 Frito Lay Chips
 Budweiser beer
Price Comparison
12
10
8
Shaw's
Hannaford
Stop&Shop
6
4
2
0
Bananas
Coca-cola Budweiser
Target Market

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Everyone
Focus consumers
• Mothers

Consumers
• Older and younger
people
• Singles
• Couples
Target Competitors
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Stop&Shop
Hannaford
Market Basket
Greg Duball /Store Manager
The Selection of Employees
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very good communication with
people
have to be upbeat
friendly
Interviewers:Sheng-chi Hsu(Anne), Jorge Ivan, Lifeng Kong(Rinne)
Interviewee: Greg Duball, Shaw's Store Manager
The Four P’s of
Placement
1. Products
Geographical Locations and the Types of
Stores
The Four P’s of
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Price –price strategies
-- why is the price in Shaw’s above the
market?
-- high quality (main reason)
-- best price (cheaper) on special
products
-- reward program
The Four P’s of

Promotion
1. Advertisements are in newspapers
radio, TV and the Internet
2. Posters are in the stores
and TV screens in stores
3. Reward cards
Advertisement
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Slogan:
-- Making your life easier
Appeal:
-- The format of Shaw’s Ads change every
week
-- Have lots of items, and have better
items than the competitors
Future goals of
 Serve
the costumers better than
any other market
 More specialize in what people
are interested in
 High quality on products and
service
Conclusion

We believe, that if a company wants to
succeed, it must consider many things,
such as products, quality, service, and
employees. It is not an easy thing to
achieve, so we think marketing plays a
very important role in this process.
References
Marketing
Mc Dougal And Arden “chapter 2:
Marketing” Business Concepts,
Heinle And Heinle,1993
The four P’s
E. Jerome McCarthy, Basic
Marketing (Homewood, Ill.
Richard D. Irwin, Inc,1971)
http://www.shaws.com/
Interview of Hooksett
Shaw’s store manager
Interviewee: Greg Duball
Interviewers: Anne, Jorge, Rinne