Transcript 3.00 Marketing PPT

Understand the role marketing in
business.
1
Understand principles of
marketing.
2
 Functions
of marketing
 Importance of marketing research to the
creation or improvement of products or
services
 Selling prices of products and services
 Classification of channels of distribution
 Classification of the main types of
promotion
3
4
What happens during the marketing process?
Businesses are involved in the process of
 Origin
 Pricing
 Promotion
 Distribution of products and services.
These products and services are made available in order
to meet the goals of individuals and businesses.
5
Activities of marketing happen throughout the
seven functions of marketing
• Marketing-information management
• Product/service management
• Pricing
• Place (Distribution)
• Selling
• Financing
• Promotion
6
Involves
 Obtaining
 Managing
 Using
information about products, services, customers, and
competitors to improve business decision-making and
the performance of marketing activities.
7
 Product/service
management may
include several businesses involved with
designing, developing, maintaining,
improving, and obtaining products and
services in order to meet the needs of
customers.
8
9
 What
is marketing research?
 Steps
in marketing research:
1.
2.
3.
4.
5.
Define the marketing problem.
Study the situation.
Develop a data collection procedure.
Gather and analyze information.
Propose a solution.
10
Types of research studies
• Surveys
• Focus groups
• Observations
• Experiment
11
Similarities of products and services
 Meet
the needs or satisfaction of a target
market
 Include a mix of the marketing elements:
product, price, promotion, and place
(distribution)
12
Differences between products and services
Products
Tangible
Non-perishable or perishable
Separable
Easier to market
More control over quality
Services
Intangible
Perishable
Inseparable
More difficult to market
Less control over quality
13
14
 What
factors influence the pricing of
products and services?
 Pricing
formula
Selling price
=product costs + operating expenses +
profit
Example: $215=67+38+100
15
 What
is markup?
• Selling price = product cost + markup
• Example: $35+$14=$49
• $35*40%=$14
 What
is a markdown?
16
17
What
is channel of distribution?
How
does having a channel of
distribution help businesses?
18
Types of channels of distribution:
•
Direct
Example-Tonya makes and sells drapes to
local customers.
•
Indirect
Example-UPS delivers packages for Ann
Taylor.
19
 How
do you know when communication is
effective?
 What
is the relationship between
effective communication and promotion?
20
 Main
types of promotion:
• Personalized
• Mass
 What
are some examples of personalized
promotion?
 What
are some types of mass promotion?
21