Transcript Presentation on Marketing

Marketing
Brodie Primrose
Looking at a Product
Product Name: Playstation 3.
Product Use: Entertainment.
Describe the typical consumers of the product: Gamers.
Raw Materials Used to Make the Product: Plastic, Metal.
How is the product processed? 1.blueprint designing 2.computer programmed 3.designing the hardware 4.installing the hardware.
5.making the frames 6. installing the hardware into frame 6.designing and calibrating controller with the system 7.check
How is the Product Transported? Various, i.e. Truck, plane, etc.
Where is it Sold? Game shops, electrical shops, some supermarkets.
How is the Product Promoted and Advertised? TV, Print, Internet.
How Much Does the Product Cost? Average – £250
Other Activities That Are Part of the Marketing Process: Buying, selling, financing, storage, risk-taking, market information, grading
and standardising.
What is Marketing?
Marketing is defined as the process of determining the needs and ants of consumers and being able to
deliver products that satisfy those needs and wants. Marketing includes all of the activities necessary to
move a product from the producer to the consumer.
Marketing can be thought of as a bridge from producer to consumer, this means that it is what
connects the two, it can be thought of in this way because marketing is kind of the producer talking to
the consumer, so it’s keeping them connected, it’s like a bridge.
The nine functions of marketing:
1. Buying
2. Selling
3. Financing
4. Storage
5. Transportation
What is Marketing? Part 2.
6. Processing
7. Risk-Taking
8. Market Information
9. Grading and Standardising
The Four Utilities of Marketing:
1. Form Utility. e.g. Sand being processed into glass.
2. Place Utility. e.g. Flight can be used to move products.
3. Possession Utility e.g. A Deed to a house.
4. Time Utility. e.g. Freezers.
Logos – The Good
The good.
The FedEx Logo is good as it is well known and easy to remember,
also, in between the E and X of ‘Ex’ is a cleverly hidden arrow,
which also indicates what they do, delivery.
The Apple Logo is an apple, thus is relevant to the company
name. It is also sleek and silver, reflecting what their products are
like, sleek, quick and cool.
The Pixar Logo is memorable and well known. It is also a
computer animation, which is exactly what the company does, so
it is also clever.
Logos – The Bad
The Bad.
The NEW Starbucks Logo is the same as their old, well-known logo, but no
longer bares their name, so people who don’t recognise the logo, don’t know
what it belongs to.
The NEW Animal Planet is not as good as their old one, it is not as well
known or memorable, it doesn’t show off what the channel does AND its
sideways ‘M’ just looks messy.
The NEW GAP Logo is boring. Sure, GAP’s logo has never been anything
special, eye-catching or fun, but it was recognisable. The new one is just as
boring, if not more so and, as it’s new, people don’t recognise it as much as
the old one.
Methods and Techniques
Used In Marketing and PR
1. Media Availabilities This means making yourself available for speaking to
the media, for example, if there’s an important issue relating to that may
affect your business and you’ve got an opinion on it, you talk to the media.
You can also ensure your press release has a strong news angle and targets the
right publications and beat reporters. 2. Monthly Columns Writing
monthly columns for a local newsletter or mainstream publication will help
increase your visibility and establish your reputation in your area of business
and can often serve as the backbone if your marketing strategy. 3.
Seminars/Lectures/Networking Events Speaking at seminars and offering
lectures or workshops will also help you expand your professional network,
increase your visibility and build your personal brand. Attending networking
events will help you connect with prospects. Despite the growth of social
networking and virtual communication, building relationships through face-tface networking is one traditional marketing technique that will never go out
of style.
Methods and Techniques Used
In Marketing and PR – Part 2.
4. Traditional Advertising Among traditional advertising tools, you could also consider advertising in
daily newspapers and specialty publications. Through television advertising you can target niche
markets or demographics with special programming. This offers you the advantage of reaching a larger
audience at a lower production cost. 5. Online Advertising With more people spending more time
on the web, online advertising offers great opportunities for reaching your target audience. Google
AdWords, a pay-per-click advertising programme, allows you to target your ad based on keywords
people type in the Google search engine. You pay Google a certain cost per click whenever people click
on your ad and visit your website. – And not how often your ad is shown. You can also buy pay-perclick ads on Facebook or LinkedIn, targeting your ad based on demographic criteria such as age,
gender, education, profession, geography, etc.
6. Web Marketing Your website is one of the first
impressions people will get of your business, so it’s important to plan carefully what your site is going
to look like and include, keeping in mind your target audience. Most organisations, regardless of size,
have websites now but most ignore the importance of using search engine optimisation (SEO) to
ensure that their site is easily found when people look for them online. Using on-page and off-page
SEO techniques, you can improve the volume or quality of traffic to your site from search engines; the
higher the site ranks in search results, the more traffic it usually receives from search engines.
Methods and Techniques Used
In Marketing and PR – Part 3.
7. Social Media Marketing Before the growth of social media, most businesses needed to either buy
expensive advertising or receive media coverage to attract the attention of their customers. Using social
media tools like blogs, Facebook, Twitter and LinkedIn, you can easily network and connect directly
with potential clients and deliver information about your services. Social media can also be used for
driving people back to your website by posting your latest events, company news or even informative
articles of issues that may serve as a useful resource for your target audience.
8.
Newsletters Newsletters, whether printed or sent through email, can be useful for delivering relevant
information to your target audience and keeping them updated on your organization’s services or
recent events. E-newsletters are especially helpful for generating leads through email programmes; you
can identify and track recipients who click on your e-newsletter. To convert these leads into prospects,
you can then follow up with them by sending a brochure and making a follow-up phone call about
your services. 9. Booklets Creating a printed booklet or an e-book with informative articles or
whitepapers on relevant issues that may be of interest and of use to your target audience is a great way
to start engaging with your prospects and create an image of being a leader in your field. E-books can
easily sent in a PDF through e-mail or social media. You can also make them available for download on
your web site through a contact form that your prospects can fill. This will allow you to follow up with
them and keep them informed about your services.
Methods and Techniques Used
In Marketing and PR – Part 4.
10. Direct Mail and D-Cards Direct mail can be quite effective for
localised businesses, especially if you purchase highly targeted
mailing lists. If you are targeting a specific demographic profile in
a particular geographic are, consider direct mail. Another
recommended option for direct mail is to use detached address
cards or D-cards with your advertisement printed at the back. DCards can be distributed through weekly publications in your local
area at a very low cost. If you wan to saturate a zip code, and you
are not concerned that all the residents will receive your mailer,
you can use D-cards.