Marketing Is All Around Us
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Transcript Marketing Is All Around Us
Marketing Is All Around Us
Chapter 1.1
The Reality…
You have been marketed to since you
were very young.
You probably know a lot about
marketing from the viewpoint of the
potential customer.
Think/Discuss…
Think of something you have bought
Think of something that was bought
for you
Discuss why you wanted these
particular things
Change Your Thinking…
This class will encourage you to look
at the world through a different lens…
Stop thinking like a consumer, and
start thinking like a marketer!
Key terms:
marketing
goods
services
marketing concept
Marketing
Definition:
Process of planning, pricing, promoting,
selling, and distributing ideas, goods, or
services to create exchanges that satisfy
customers.
Must keep up with trends and
consumer attitudes
All functions of marketing support this
effort
Goods
Definition:
Tangible items that have monetary value
and satisfy your needs and wants
Examples:
Cars
Toys
Furniture
Clothing
Services
Definition:
Intangible items that have monetary
value and satisfy your needs and wants
(i.e., you cannot physically touch them)
Examples:
Cooking a meal
Cutting and styling hair
Exchange
Definition:
Any time someone sells or buys
something in the marketplace
Foundations of Marketing
Business, management,
entrepreneurship
Communication and interpersonal
skills
Economics
Professional development
Seven Functions of Marketing
Distribution
Financing
Marketing Information Management
Pricing
Product/Service Management
Promotion
Selling
Distribution
Process of deciding how to physically get
the goods to the customer
Main methods are truck, rail, ship, air
Large retail chains store products in
warehouses and distribute later
Tracking products (inventory) is also a
component of the process
Financing
Getting the money that is necessary
to pay for setting up and running a
business
Often in the form of a bank loan and/or
forming a corporation and selling shares
(or stock) of the business
Also includes decisions about whether
or not to offer customers credit
Marketing Information Management
Process of gathering information,
storing it, and analyzing it
Companies continually collect said
info through market research studies
The better your information, the
better decisions you can make!
Pricing
How much to charge for goods and services
in order to make a profit
Based on costs and what competition
charge for the same product or service
Determine how much are customers willing
to pay
Escort versus Lexus
Product/Service Management
Obtaining, developing, maintaining,
and improving a product in response
to market opportunities
Market research guides this
http://www.gatorade.com/#/products/g2
Promotion
Effort to inform, persuade, or remind
potential customers about a
business’s products or services
Examples: Radio and TV commercials
(advertising = type of promotion)
Used to improve company’s public
image
Selling
Provides customers with the goods
and services they want
Two markets
Selling to you the customer = Retail
market
Selling to a business = Business to
Business (B2B) (i.e, wholesalers,
retailers, manufacturers)
Selling, continued
Needs and wants of the client determine HOW you
sell (techniques & activities)
Selling requires personalized, planned communication
Strong selling can influence purchase decisions and
enhance future business opportunities
Marketing Concept
Idea that a business should strive to
satisfy customers’ needs and wants
while generating a profit
Focus is on the customer!
Relationship building is key, as repeat
customers keep a company in
business
Customer Relationship
Management (CRM)
Combines customer information
(through database and computer
technology) with customer service
and marketing communications
Try to create more meaningful oneon-one communication
Homework: 15 points
Please type
Identify a business that believes in
the marketing concept
What products do they market?
Who is their competition?
What makes them stand out?
Who is the intended target market?
How do they promote? Use specific
examples.
15 points
Taco Bell