7 Key Marketing Functions
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Transcript 7 Key Marketing Functions
Marketing Basics –
What Every Real Marketer Needs
To Know!
Sports and
Entertainment
Marketing
What is Marketing?
The planning, & executing the conception, pricing,
promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and
organizational objectives.
American Marketing Association
The creation and maintenance of satisfying exchange
relationships.
Highly visible activity!
What is the Marketing Mix?
To perform the tasks associated with
marketing, marketers rely on a Marketing Mix.
Describes how a business blends the four
marketing elements – The Four P’s.
The Four P’s – Promotion, Price, Product,
and Place (distribution)
Product
What a business offers customers to satisfy
needs.
Examples: Mountain Dew, Nike Shocks,
Anderson Windows, Ford Pick-up Truck,
Decorated Cake, Plumbing Repairs
Place (Distribution)
Involves the location and methods used to
make products available to customers.
Examples: Sell 50 Cent CDs at Boscov’s, Sell
Pepsi products at Pizza Hut franchises,
overseas shipping from Amazon.com.
Price
The amount that customers pay for products.
Examples: $8.99 for a Dominic’s Large Pizza,
$19.99 for a shirt at The Gap.
Promotion
Describes ways to encourage customers to
purchase products and services, and to
increase customer satisfaction.
Examples: Customers buy Nike shirts because
they like Nike sneakers, Buy 1 Get 1 Free
Sale, Coupons, Free Samples, Free Shipping.
Seven Key Marketing Functions
Pricing
Product/Service
Management
Selling
Promotion
Market
Financing
Information
Distribution
Management
Product/Service Management
Designing, developing, maintaining,
improving, and acquiring products &
services so they meet customer needs.
Example: Fisher Price tests new toys
with children and parents
Distribution
Determining the best way to get a
company’s products & services to
customers.
Example: Sony sells their products
through electronic retailers like Circuit
City
Selling
Includes direct and personal
communication with customers to assess
and satisfy their needs.
Must also anticipate their future needs.
Example: Singers spend months touring
and traveling to promote their CDs.
Marketing-Information Management
Gathering and using information about
customers to improve business
decision-making.
Example: Domino’s Pizza expanding to Japan.
Used market research to adapt the traditional
Domino’s Pizza to Japanese tastes. Made
pizza smaller for a snack not a meal. Also
offered non-traditional toppings such as corn &
tuna.
Financing
Requires a company not only to budget
for its own marketing activities, but
Also provide customers with assistance
in paying for the company’s products &
services
Example: General Motors offers loans to
customers through its GMAC division.
Pricing
The process of establishing and
communicating the value or cost of
goods and services to customers.
Example: Ticket prices for professional
sports events are high because demand
is high.
Promotion
Using advertising and other forms of
communicating information about products,
services, images, and ideas to achieve a
desired outcome.
Example: Coupons on backs of ticket stubs.
Used to promote products & services, and to
entice fans into purchasing them at a
discounted price.
7 Key Marketing Functions
Basis
of all
marketing
activities!
Refer to them
often!
Everything you
learn will involve
one of these
functions!
Responsibility of
all marketers!