Transcript Intro Marketing

Aim: How can we identify
the 7 marketing functions?
Do Now: When you hear the word
marketing, what types of activities come
to mind?
30 Clever Marketing ideas
https://www.youtube.com/watch?v=SV1d8stwgA
The Role of Marketing
• Marketing—the development and
maintenance of satisfying exchange
relationships between businesses and
consumers
• E-marketing—using the Internet and
related technologies to complete
significant marketing activities
Marketing Activities:
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Advertisements
Displays
Product packaging
Movement of goods from distant locations to
your city
Marketing
Functions
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Product/Service Management
• Designing, developing, maintaining,
improving, and acquiring products
and services so they meet consumer
needs
• Examples Include:
– Developing a new product
– Improving on an old product
Promotion
• Communicating information about
products and services to prospective
customers through advertising and
other promotional methods to
encourage them to buy
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Advertising
Public relations
Sales promotion
Visual merchandising
Pricing
• Establishing and communicating the
value of products and services to
prospective customers
Activities include:
 Financial information to determine price
 Setting prices to cover costs and include
reasonable profit
 Adjusting prices when conditions change
Let’s Recap!
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What is marketing?
What are some examples of e-marketing
Which function would Advertising fall under?
Which functions would improving an old
product fall under?
Activity
• Choose a popular product.
• Come up with examples of how the company
could potentially use the 7 functions of
marketing. Use pictures and examples.
Example. Dunkin Donuts Sandwich – DD
developed a harvest turkey sandwich for the
Thanksgiving holiday season. They advertised it
and prominently displayed a picture in their
stores. The cost is $3.99.
Final Thoughts
Any volunteers to share their examples of the
first 3 of the 7 marketing functions.
Aim: How can we identify
the 7 marketing functions?
Do Now: Explain how pricing could be a
marketing promotion.
Distribution
• Determining the best methods and
procedures to allow customers to locate,
obtain, and use the products and
services of an organization
Activities include:
 transporting goods
 storing goods
 finding sources for products
 making sure products get where they are
needed on time
 transferring ownership of products
Distribution
• Determining the _______________and
procedures to allow customers _________,
___________, and _________________ and
services of an organization
Activities include:
 transporting goods
 __________________
 finding sources for products
 making sure products get where they are
needed on time
 _______________________________________
Selling
• Communicating directly with
prospective customers to assess and
satisfy their needs
Activities include:
 Helping customers in a store
 Making sales presentations
 Answering questions on the phone
 Demonstrating how complex products work
Selling
• _____________________directly with
prospective customers to ___________
and ___________ their needs
Activities include:
 Helping customers in a store
 ___________________________
 Answering questions on the phone
 ______________________ how complex products
work
Marketing-Information
Management
• (MIM) is also known as Marketing
Research.
• MIM gathers, analyzes and distributes
information about markets, competition,
and customers.
– This is one of the main ways that a business
learns what customers want.
• MIM activities might include developing
surveys, analyzing the results of surveys
and meeting with customers
Marketing-Information
Management
• (MIM) is also known
as_______________________________.
• MIM _______________, _____________ and
_____________ information about
markets, competition, and customers.
– This is _______________________________ that a
business learns what customers want.
• MIM activities might include
_______________, ______________ the results
of surveys and
___________________________
Financing
• Budgeting for marketing activities,
obtaining the necessary funds needed
for operations, and providing
assistance to customers in purchasing
the business’s products and services
Financing
• ______________ for marketing activities,
obtaining the necessary funds needed
for ____________, and
____________________ to customers in
purchasing the business’s products
and services
Let’s Recap
Which function would a sale fall under?
What is market research and why is it useful for
a company?
When are consumers often asked to participate
in market research?
Activity
• Choose a popular product.
• Come up with examples of how the company
could potentially use the 7 functions of
marketing. Use pictures and examples.
Example. Dunkin Donuts Sandwich – DD
developed a harvest turkey sandwich for the
Thanksgiving holiday season. They advertised it
and prominently displayed a picture in their
stores. The cost is $3.99.
Final Thoughts
Any volunteers to share their examples of the
first 3 of the 7 marketing functions.
Aim: How can we identify
the 7 marketing functions?
Do Now: Which marketing function
provides the money for marketing
activities? Describe Distribution.
Activity must be handed in by 2:40
Presenations will begin at 2:40
• Choose a popular product.
• Come up with examples of how the company
could potentially use the 7 functions of
marketing. Use pictures and examples.
Example. Dunkin Donuts Sandwich – DD
developed a harvest turkey sandwich for the
Thanksgiving holiday season. They advertised it
and prominently displayed a picture in their
stores. The cost is $3.99.
Aim: What are the steps in
developing an effective
marketing strategy?
Do Now: What is the difference
between goods and services?
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Business and Our Economy
• Producers and manufacturers convert
raw materials into consumable
goods/products.
• Service businesses provide complete
activities that benefit their customers.
The Marketing Concept
• Identify their customers and their
customers’ needs
• Develop and market products and
services that their customers consider
better than other choices
• Operate profitably
Marketing Basics
• Marketing planning
– Marketing strategy—a company’s plan
that identifies how it will use marketing to
achieve its goals
Marketing Basics
• Developing a marketing strategy
– Target market—a specific group of consumers
that have similar wants and needs
– Marketing mix—the blending of four marketing
elements—product, place (distribution), price,
and promotion
Aim: How marketing can
increase customer and
business satisfaction.
Aim: How marketing can
increase customer and
business satisfaction.
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The Marketing Concept
and E-Commerce
• Identify customers who want its product
• Identify customers who are willing to
purchase online
• Provide adequate information
• Make ordering easy and safe
• Provide customer service
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Satisfying Exchanges
• Economic utility
– Form utility
– Time utility
– Place utility
– Possession utility - affordability
• Economic utility and e-commerce
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CHAPTER 1
Lesson 1.4
Advantages and Challenges of EMarketing
Recognize ways that e-commerce has
changed how marketing is performed.
Describe challenges that companies
may encounter with e-marketing.
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Changes in Marketing
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E-commerce competition
Customer relationships
Data management
Promotion and communications
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E-Marketing Challenges
• The new consumer
• Serving customers
• Technology
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