Transcript Mktg Unit 1 Chpt 1x - Renton School District

Marketing Unit 1 World of Marketing
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Product
Price
Place
Promotion
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Packaging
Positioning
People
Process
Partners
Purpose
Personality
Punch
http://www.youtube.com/watch?v=EXy2_vcFdUY
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The activity, set of institutions, and
processes for creating, communicating,
delivering and exchanging offerings that
have value for customers, clients,
partners, and society at large.
Marketing
Business & Society
Entrepreneurship
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* Business should strive to satisfy customers’
needs and wants while generating a profit for
the firm.
* Focused on the customer!
* Customer Relationship Management (CRM)
* Name two ideas that can be marketed.
* Where do exchanges take place?
* What is the main difference between consumers
and industrial users
* A customer purchases two tables at $149.99 each
and would like them to be delivered. Your
company charges customers $50 for delivery and
the state imposes a 5 percent sales tax on
furniture, but not on the delivery charge. What is
the total amount due to the customer?
* List at least three ways the Internet has changed
marketing functions.
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I can analyze the benefits of
marketing.
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I can apply the concept of
utility.
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* New and Improved Products
* Lower Prices
* An attribute of a product or service that makes
it capable of satisfying consumers’ wants and
needs.
* Added Value
*Form Utility
*Place Utility
*Time Utility
*Possession Utility
*Information Utility
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* How does marketing help to lower prices?
* In what way is marketing related to form utility?
* Which utility is added by drive-through windows at fast-food
restaurants?
* In business-to-business transaction, the seller offers the buyer a
2 percent discount for paying a bill early. Assuming the buyer
took advantage of this offer, how much would be discounted on
a $10,000 invoice?
* Write a brief story (two to three paragraphs) about a young
person shopping at the local mall that incorporates all the
benefits of marketing.
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* I can describe the concept of market
* I can differentiate consumer and industrial
markets
* I can describe market share
* I can define the target market
* I can list the components of the marketing mix
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* A group of people who might buy a product or
service
* Buy for personal use
* Objectives
* Low/Reasonable Price
* Make Life Easier
* Improve Appearance
* Create Status
* Personal Satisfaction
* Buy for a company
* Objectives
* Improve Profits
* Improve Productivity
* Increase Sales
* Decrease Expenses
* What does the Consumer
Want
* What does the reseller
Want?
Camera Market
21.1
26.3
17.5
7.2
10.7
17.2
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Percentage of the sales volume generated
by all companies in a given market
Sony
Kodak
Canon
Olympus
Fuji
Others
* Target Market:
The group of customers
identified within a specific market.
* Market Segmentation: Breaking a market into
smaller groups based on common
characteristics, then marketing to one group.
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* Used to develop a clear picture of the target
market.
* Age
* Income
* Ethnicity
* Occupation
* Attitudes
* lifestyle
* residence.
* Conservative
* Working or stay at home
mother
* All Ages
* Family Oriented
* Drives Lexus
* Owns clothes for multiple
years
* Middle of the road
* Working mother or single
* All ages
* Career Driven
* Drives Volkswagon or Toyota
* Wears clothes for one
season, some basics
* Middle of the road
* Working mother or single
* All ages
* Career Focused
* Drives Audi
* Wears clothes for multiple
seasons, adds new items for
fashion twist
* Liberal
* Single
* All ages
* Status Driven
* Drives BMW or Mecedes
* Wears clothes once
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35.2
2.7
5.1
6.6
Redbull
Monster
Rockstar
Full Throttle
Amp
No Fear
Other
11.1
27.3
Energy Drinks
Market Segmentations
• Extreme Sports Enthus. (14-35)
• Athletic Adults(26-42)
• Wanabe Athletes (14-35)
Target Market
• Extreme Sports Enthus. (14-35)
Customer Profile
• Male
• Jake
• Skateboarder
• College Aged
• Pizza deliver
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Product
Price
Place
Promotion
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Packaging
Positioning
People
Process
Partners
Purpose
Personality
Punch
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Product
Price
Promotion
Place
* What is the difference between consumer and industrial
markets?
* What is the relationship among market segmentation,
target markets and customer profiles?
* Name the four P’s of the marketing mix, and explain the
importance of target market for each of them.
* If total sales in the ice cream category were $4.4 billion
and Breyers’ sales were $650,417,792 what would be its
market share? Round your answer to the nearest tenth
decimal place.
* Write a customer profile for a magazine of your choice.
Support your description by describing sample articles
and advertisements from the magazine.
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