4. Why Study Marketing? Where does Marketing Take Place? Marketing includes: Advertisements in all types of media Products being transported by truck, train and airplane Market researches surveying shoppers in the mall
5. Why Study Marketing? Everyone makes marketing decisions everyday Whether to use cash or a debit card To buy at the store or have it shipped to your house Bring your lunch or buy at school
6. What is Marketing? The 9 Marketing Functions: Market Planning Product and Service Management Distribution Pricing Promotion Selling Marketing-Information Management Financing Risk Management
7. The Marketing Functions Market Planning—identifying and understanding the markets a company wants to serve and developing effective marketing strategies for each market Does Hollister want to go after 30-45 year olds?
8. The Marketing Functions Cont… Product and Service Management—Assisting in the design and development of products and services to meet the needs of prospective customers Apple combined an iPod, a cell phone and an internet browser to create the iPhone
9. The Marketing Functions Cont… Distribution—determining the best methods and procedures to be used so prospective customers are able to locate, obtain, and use the products and services of an organization Rental car companies, led by Hertz, made it so people can reserve a vehicle and pick it up when arriving at the airport
10. The Marketing Functions Cont… Pricing—Establishing and communicating the value of products and services to prospective customers Instead of cutting prices a store offers a free product when a certain amount is spent at the store
11. The Marketing Functions Cont… Promotion—Communicating information to prospective customers through advertising and other promotional methods to encourage them to purchase the organization’s products and services. (this is the most well known to most people) Companies send CDs and brochures to people at their homes to try and get them to purchase the product or service
12. The Marketing Functions Cont… Selling—Direct, personal communication with prospective customers in order to assess needs and satisfy those needs with appropriate products and services Lawyers, accounts and banks have people who have the job of attracting new clients
13. The Marketing Functions Cont… Marketing-Information Management—Obtaining, managing and using marketing information to improve decision making and the performance of marketing activities A grocery store uses the bar scanner to track what has been purchased and what needs to be reordered
14. The Marketing Functions Cont… Financing—Budgeting for necessary financing and providing financial assistance to customers to assist them with purchasing products and services Car companies offer financing directly from the company to get people to purchase vehicles
15. The Marketing Functions Cont… Risk Management—Providing security for products, personnel, and customers and reducing the risk associated with marketing activities and activities The loss control people at stores like Target and Best Buy that check bags as you leave Security Tags on clothing
17. Activity Using the 9 Marketing Functions create a visual to help show all functions. See Page 8 for an example This can be done using paper and crayons/markers or it can be done on the computer. Turn in when complete.
21. Activity Think of 3 things you have purchased (or services you have used ) that you were not what you expected. Why did you make the purchase in the beginning and what did you do when you were dissatisfied. How could the business do a better job satisfy customers? Email your responses to ferrer01@southredford.net
22. The Need for Marketing Ever since people began exchanging things with each other there has been a need for marketing
23. The Development of Marketing in Business Self-sufficient—you do not need to rely on other for the things you need to survive This is very difficult to do and takes a lot of hard work. Bartering—exchanging products and services with other by agreeing on their values. This was the first example of marketing A hunter would trade meat with a farmer to get grain
24. The Development of Marketing in Business Specialization of Labor—concentrating on one thing or a few related activities so that they can be done well A farmer focuses only on growing corn because they do it well Money system—established the use of currency as a recognized medium of exchange Allowed people to obtain goods and services even if they do not have something to exchange Central market—a location where people bring products to be conveniently exchanged. Towns and cities formed at these locations
25. The Function of Business Production—creates and obtains products for services and sale Merchandising—offering products produced or manufactured by others for sale to customers Operations—ongoing activities designed to support the primary function of a business and keep it operating efficiently Equipment operated and maintained, products must be obtained, transported and store, paperwork must be kept
26. The Function of Business Cont… Accounting and Finance—plans and manages financial resources and maintains records and information related to a business’s finances. Management—involves developing, implementing and evaluating the plans and activities of a business
29. The Marketing Concept Satisfying Customer Needs Marketing Concept—using the needs of customers as the primary focus during the planning, production, pricing, distribution, and promotion of a product or service. Identify the needs of customers Develop and market products or services Operate a business profitably Operate profitably Develop and Market Identify Needs
30. The Marketing Concept Cont… When Customer Needs are NOT Satisfied If customer needs are not met, products are not sold Car companies that do not build cars that people want/need will not sell them Poorly made products will be returned or not sold.
31. Implementing the Marketing Concept Identify the Market Market—a description of a unique group of prospective customers a business wants to serve and their location
33. Developing a Marketing Mix 4 Ps of Marketing Product—anything offered to the market by the business to satisfy needs (products, services, ideas) Place (Distribution)—locations and methods used to make the product available to customers Price—amount that customers pay and the methods of increasing the value of the product Promotion—methods used and information communicated to encourage customers to purchase and to increase their satisfaction
35. Activity Find pictures for 25 different products or services (harder to find pictures though). Identify who is the main target market for each one. You have to have at least 7 different groups (you can have more).You can use images from magazines or create a collage from online images.Extra Credit—Find 2 commercials and send the links through email explaining who is the Target Market for each one. Email your project to ferrer01@southredford.net
