Chapter 8 marketing
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Transcript Chapter 8 marketing
Chapter 8
The Marketing Environment
The Marketing Process
Marketing = the process of developing,
promoting, and distributing products,
services
The Marketing Process
Developing new products and services
involves studying consumer behavior
Market Research = using tools to find out
buyers’ needs and wants
Promoting Products= making people
aware of the product – advertising, radio,
TV
Distributing Products = the process of
getting the product to the consumers
Examples = “web sites”
The Marketing Concept
Marketing Concept= the idea that an
organization needs to satisfy its customers
while also trying to reach its
organizational goals
Target Market= a specific group of
consumers that you focus on
The Marketing Mix
PRODUCT
Name of product, how to package, or design it
PRICE
What are people willing and able to pay
Cover costs as well
PLACE
Distribution – how to get products to consumers
PROMOTION
Media outlet
Concept of Utility
Utility = Adding value to the product through placement,
information and exchange
PLACE UTILITY= impulse buying is one example
TIME UTILITY= holiday sales, Spring Break, etc.
POSSESSION UTILITY= cash, credit, gift certificates
INFORMATION UTILITY= product display, packaging
The Marketing Plan
Marketing Plan= a written document that
provides activities of a company for a
specific period of time
Mission – a business’ purpose or goal
Environmental Analysis
SWOT Analysis
Internal Factors=
operations, departments, etc
Strengths
Weaknesses
Qualities that give
A business
a competitive advantage
Qualities that give
a business a competitive
disadvantage
External Factors=
competition, demographics
Opportunities
Threats
Features or events
that could benefit
the business
Features or events
that could damage the
business
Other External Marketing Factors
Demographics = describe a population
such as age, gender, income, education,
etc.
Economics= taxes, real estate, income
Politics – 9-11
Technology= internet
Setting Goals and Objectives
Goal = desired outcome
Objectives= steps that lead to the goal
Clear
Specific
Reasonable
Measurable