Transcript Intro Marketing - GCSE Business Studies

Marketing
Unit 3
Topic 3.1.1
Unit 3: Building a Business
Topic Overview
1.
2.
3.
4.
5.
6.
What is marketing?
Market research
Product trial & repeat purchase
Product life cycle
Branding & differentiation
The marketing Mix
Topic 3.1 Marketing
Aims for today
• To be able to define the meaning
of ‘marketing’?
• To appreciate the nature of
market research and how it can
be used to inform the marketing
mix.
Task 1: What is marketing?
• In your books, write a definition of what you
think marketing is and what it involves.
Marketing is:
“The management process of
anticipating, understanding and
satisfying customer needs at a
profit”
Marketing involves...
1. Developing products that customers want to
buy;
2. Understanding the needs of customers;
3. Selling products at a price affordable to
customers (and gives a profit to the
company).
Which of the above is most important and why?
Task 2: The Need for Market Research
Group Activity:
You are launching a new brand of kids sweets. What do
you need to do as part of your market research and
why?
Copy and complete this table into your book.
What we need to
do/find out.
Why we need to do
this?
How will this help
the company?
Stages of market research
Designing the research
– primary or
secondary?
Carrying out research –
Face to face, online, telephone,
discussions etc
Analysing the information –
qualitative or quantative
Market research methods & keywords
Surveys
qualitative
Mystery
shoppers
Discussions
Methods
Observations
Interviews
Focus Groups
Task 3: How can market research be
used to inform the marketing mix?
Discuss in your groups
and write your answer
in your book.
- Remember the sweets task!
–
Marketing Mix for Ryanair
Product or Service
• Low cost, no frills air travel to Europe.
• There is no free food or drink onboard.
• The company has deals with Hertz car rental,
and a number of hotel businesses. Other
examples include phone cards and bus tickets.
Price
• Ryanair has low fares.
• 70% of seats are sold at the lowest two fares.30%
of seats are charged at higher fares. The last 6%
are sold at the highest fare.
• Ryanair occasionally get in trouble with bodies
such as the Advertising Standards Authority (ASA)
in the UK over differences between advertised
and actual price.
Place
• Ryanair does not use travel agents so it does not pay agency commissions.
• They are based in Stanstead in Essex - which is known as a secondary
airport. It is new and accessible. It is cheaper to fly from Stanstead than
either Heathrow or Gatwick, and since it is less busy Ryanair can turn
aircraft around more quickly.
• Many of Ryanair's destination airports are secondary. For example if you
fly to Copenhagen (Denmark) you arrive in Malmo (Sweden) - although it
is only a short coach trip over the border.
• Keeping aircraft in the air as much as possible is another important part of
the low cost jigsaw.
Promotion
• They spend as little as possible on advertising and do not employ an
advertising agency. Instead all of the advertising is done in-house.
• Ryanair employs controversy to promote its business. For example in
2009, the company reasoned that passengers would be charged £1 to
use the toilets on board. O'Leary reasoned that passengers could use
the terminals at either the destination or arrival airport. This would
speed things up. It was reasoned that this is what passengers wanted since they did not want other passengers leaving their seats and
walking the aisles to go to the toilet. O'Leary also argued that larger
passengers should be charged more since they took up more room again it was reasoned that this is what the majority of passengers
wanted.
• Some of their aircraft are decorated in the livery of advertisers e.g.
News of the World, Jaguar and Kilkenny (beer).
Qualitative & quantative
Reflect on your learning!
1. What did you learn this lesson that
you did not know before?
2. Which part of the lesson did you
most enjoy?
3. Which part of the lesson could you
use a bit more help with?
4. Which of your achievements are
you most proud of this lesson?