Transcript Chapter 13: Marketing in Today`s World

Chapter
13
Marketing in
Today’s World
pp. 196-209
Chapter 13
Learning Objectives
After completing this chapter, you’ll be
able to:
1. List the functions of marketing.
2. Identify the importance of market
research.
continued
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Chapter 13
Learning Objectives
After completing this chapter, you’ll be
able to:
3. Explain how channels of distribution
work.
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Chapter 13
Why It’s Important
Effective marketing puts the
products in the hands of its
targeted customers.
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Chapter 13
Key Words
market
marketing
marketing concept
target marketing
relationship marketing
marketing mix
break-even point
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continued
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Chapter 13
Key Words
market research
demographics
channel of distribution
direct distribution
indirect distribution
wholesaler
retailer
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Chapter 13
Basics of Marketing
A market is a group of customers who
share common wants and needs, and
who have the ability to purchase a
particular product.
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Figure
13.1
U.S GAME CONSOLE MARKET
Fun and Games. A market can be described as the people who are
potential customers of a product, as well as by the classification of a
product in a category.
Which company that makes game consoles interests you most?
What does the company do to grab your attention?
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Chapter 13
Basics of Marketing
Marketing is the process of creating,
promoting, and presenting a product to
meet the wants and needs of
consumers.
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Chapter 13
Basics of Marketing
Businesses want you to buy their
product so they perform detailed
research on markets to find and
analyze potential customers in their
market. This is called target
marketing.
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Chapter 13
Functions of Marketing
The seven functions of marketing are:
•
•
•
•
Distribution
Financing
Marketing information management
Pricing
continued
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Chapter 13
Functions of Marketing
• Product/service management
• Promotion
• Selling
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Graphic Organizer
Chapter 13
Graphic Organizer
Marketing
Functions
Producers
Financing
Pricing
Market-Information Management
Product/Service Management
Promotion
Distribution
Selling
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Consumers
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Chapter 13
Functions of Marketing
A popular trend in today’s marketing
world is relationship marketing.
Companies use this strategy to build
customer relations.
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Chapter 13
Marketing Mix
The four elements of marketing—
product, place, price, and promotion—
are called the marketing mix, or the
four Ps.
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Chapter 13
Product
Marketing is used first to find out if
there is a demand for a product.
Then it is concerned with how to
present a product to the customer to
make it as appealing as possible.
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Chapter 13
Place
One of the first things marketers have
to consider is where to sell a product.
Then marketers have to consider in
what kind of location to sell their
product.
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Place
The placement of the product in a
store is important.
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Chapter 13
Price
To determine the price of a product a
marketer considers three questions:
1. How much are customers willing to
pay?
2. Is the price competitive with other
products?
3. Can the company make a profit?
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Chapter 13
Price
The break-even point is the amount
of money a company has to make on a
product to pay for its costs.
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Promotion
Promotion consists of making
customers aware of a product.
The most familiar form of promotion is
advertising.
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Promotion
Some marketers offer discounts in the
form of coupons, rebates, and sales.
Another way companies promote their
products is through public relations, or
publicity.
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Chapter 13
Fast Review
1. What is marketing?
2. What are a few functions of
marketing?
continued
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Chapter 13
Fast Review
3. Name the marketing mix, or the
four Ps.
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Chapter 13
Market Research
Companies do market research to
gather and study information about
consumers to determine what kinds of
goods and services to produce.
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Chapter 13
Market Research
Demographics are facts about the
population in terms of age, gender,
location, income, and education.
Once marketers know the demographics of a market, they can develop
products for it.
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Chapter 13
Product Development
A company’s ability to create a new
product or a slight variation of an
already successful one is important to
increasing sales.
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Chapter 13
Product Development
The seven steps for developing a new
product are:
1. Generating ideas
2. Screening ideas
3. Developing a business proposal
continued
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Product Development
4. Developing the product
5. Test marketing the product
6. Introducing the product
7. Evaluating customer acceptance
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Figure
13.2
MARKETING RESEARCH REVENUES BY INDUSTRY GROUPS
Client industry
groups for marketing
research spend over
$3 billion annually.
Why does the
government spend
money on marketing
research?
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Chapter 13
Fast Review
1. What’s the purpose of market
research?
2. Name the seven steps in
developing a new product.
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Chapter 13
Channels of Distribution
A channel of distribution is a
particular way to direct products to
consumers.
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Chapter 13
Channels of Distribution
Direct distribution occurs when the
goods or services are sold from the
producer directly to the customer.
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Chapter 13
Channels of Distribution
Indirect distribution involves one or
more intermediaries.
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Chapter 13
Channels of Distribution
The biggest impact distribution has on
marketing is how it affects the price of
products.
Each time a product goes through
another channel of distribution, the
cost of marketing it increases.
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Channels of Distribution
Moving the product from manufacturer
to the final user is an intermediary, or a
go-between.
Intermediaries include distributors,
wholesalers, retailers, and even the
Internet.
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Distributors
A distributor represents a single
manufacturer in a geographic area.
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Wholesalers
A wholesaler receives large
shipments of products from many
different producers.
Wholesalers break the shipments into
smaller batches for resale.
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Retailers
A retailer sells goods directly to the
customer.
This is the final stop in the channel of
distribution.
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Fast Review
1. Channels of distribution are
classified in which two ways?
2. How does distribution affect the
prices of products?
continued
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Chapter 13
Fast Review
3. What are the major types of
intermediaries?
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Name some qualities about the
teen market. What do you want and
need?
continued
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Chapter 13
Describe the marketing mix of a
skateboard park.
continued
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Chapter 13
Do you show product loyalty?
If so, what brands are you
loyal to? Why?
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End of Chapter
13
Marketing in Today’s World