Transcript Remember marketing and fill in, please:

Remember marketing and fill in,
please:
• Marketers have to identify or
_________ a consumer _________;
develop a product or _________;
persuade __________ customers to try
the product, modify it to __________
changes in consumer needs or market
_____________. Marketers can
_________ particular features that will
influence ___________ wants.
• Marketers have to identify or
anticipate a consumer need; develop
a product or service; persuade target
customers to try the product, modify it
to satisfy changes in consumer needs
or market conditions. Marketers can
design particular features that will
influence consumers’ wants.
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
promotion (advertising, publicity, sales
promotion and personal selling)
The Marketing Mix (The Four P’s)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
promotion (advertising, publicity, sales
promotion and personal selling)
Promotional Tools (U 12 )
• ADVERTISING
– radio & TV commercials, posters/billboards,
newspaper/cinema ads, classified, sponsorships,
endorsements, sandwichboard men ... (p.70)
• PUBLIC RELATIONS
– publicity, public awareness in media
• SALES PROMOTIONS
– free samples, coupons, price reductions,
competitions, reduced price packs, etc.
• PERSONAL SELLING (sales reps)
Promotional Tools (U 12 )
Missing words (p.75)
1. target
2. awareness
3. medium
4. tactics
5. trial
6. maturity
7. aimed
8. loyalty
9. advertising
10. channel
Promotional Tools Summary (p.76)
1. ...inform customers about its existence and
develop brand awareness.
2. ... elements of the marketing mix; ...
promotional tools.
3. ... the fact that it is much cheaper than
advertising, and can have a better impact
since people are more likely to read and
believe publicity than advertising.
4. ... introduction, growth, maturity and
decline.
Promotional Tools Summary (p.76)
5. ...attracting price-conscious brandswitchers, offsetting a promotion by
competitor, and attracting customer by way
of loss leader.
6. ...they can also be used with distributors,
dealers and retailers, and with a company’s
sales force.
7. ...bring information back to a company from
its customers, including ideas for new
products.