Transcript Marketing - Wappingers Central School

Marketing
Marketing Defined
• The process of
developing, promoting,
and distributing
products and/or
services to satisfy
products customers
needs and wants.
•
Goods -tangible
•
Service-intangible
Where can I go to get some ideas about
marketing or information on how to market my
product/service better?
The Marketing Process (DPD)
Developing
Where do people see a need for these
products or services?
Promotion
Distribution
The Marketing Concept
Who’s the Market?
Niche Market
Point of Difference
Why is the point of difference so
important?
Target Market
Demographic Segmentation
• Check out the US Census
clip in the video’s folder!
Confused yet?
Determining your Target Market
• Watch the clip on Neilson
ratings in the video’s
folder!
So how do we start to narrow
down a target market?
BIG NINE MISTAKES of
Marketing
Mass Marketing
4p’s of Marketing
Product
Price
Place (Distribution)
Promotion
Examples
Traditional Consumer
Product
Entertainment Product
Sports Entertainment Product
Light Bulb
Movie
Baseball Game
Product
Who is my customer?
Someone in the dark
who needs a light
bulb
Someone who wants to
be entertained by a
plot/character
Someone who wants to be
entertained by sports
Place
Where will I sell the
product?
In a local hardware
store, grocery store,
or online
In local theaters, stores.
Online, though payper-view TV, or
cable/satellite TV
At local stadiums, in sports bars,
online, through pay-per-view
TV/satellite TV
Price
Ho do I compete for
customers?
Price better for quality
than the competition
and increase sales
Consumer choice to buy
a movie ticket is
not base on price.
Is largely set and
based on what
theaters can charge
and what people
will pay
Consumer’s choice to buy a
baseball ticket is not based on
price. Price is set and based
on what sports teams can
charge and on what people will
pay
Promotion
How do I inform
customers?
Advertising in print and
on TV, and having
in-store promotions
Great Web site; in
theater and TV
previews; stars on
late night TV/talk
shows in magazines
and books and
lunch boxes and
billboards; action
figures and
collectibles
Games on TV selling jerseys; giving
away prizes at games; family
days at the stadium; talk
radio; ads; sports shows high
profile players on TV, in
magazines and on billboards,
bobble head dolls, trading
cards
Marketing Mix
Component
Consumers Decision
Environmental
Factors
Individual factors
Geographic Segmentation
Psychographic Segmentation
Risk
Competition
Quality of service
Marketing test one
Product Mix
Product item and line
Steps in New Product
Development
The Product Life Cycle
Product Life Cycle Exceptions
and Considerations
Pricing
All types of businesses use price in
the exchange process.
Profit!!!
Consumer Perception
Different types of pricing
Demand
Cost
Cost-plus pricing
Newness of the Product
Competition Pricing
Profit Objectives
Special Pricing Strategies
Bundle pricing
Loss leader pricing
Management pricing
Regulatory Factors
Research and the Marketing
Concept
Steps in the Research Process
Five types of Research Methods
• Take a look at the focus
group held over Salsa!
Competition Analysis
What are the most common factors used to investigate
your competitor?
The Importance of Branding
What’s in a Name?
• Take a look at the be like
mike clip in the video’s
folder!
Trade name
• Take a look at the
“NIKE FOOTBALL
WRITE THE
FUTURE” commercial
in the video’s folder!
Brand Personality
Brand Equity
Promotional Mix
What are the six rules to follow
when marketing your product?
• Take a look at Vince
selling the Sham WoW in
the video’s folder!
Advertising Defined
There are two types of advertisingpromotional and institutional.
Types of Media
The Written Message
Rules that do not get readers
attention
The impact of an effective written
message
TOP 4 RULES FOR GETTING
THE CUSTOMERS ATTENTION
TOP 4 RULES
Once the message is concluded the following must be
placed in the ad:
(TOP 4 RULES FOR PRINT ADS)
• Take a look at the
Slender Shaper
infomercial on the
video drive!
TOP 4 RULES