Marketing, MK U 12, p 64

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Marketing, MK U 12, p 64

• ? MK p 64 Lead-in

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Selling vs. Marketing

• Focus on
• PRODUCT vs. CONSUMER
• selling ...
• inward looking ...
• out-dated ...
• shorter ...
• about profit now
• introverted

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Selling vs. Marketing

• Focus on
• PRODUCT vs. CONSUMER
• selling buying
• inward looking outward looking
• out-dated state-of-the-art
• shorter longer time horizon
• about profit now about profit later
• introverted extroverted

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The selling marketing concepts

• The selling concept
• You sell what you ________.
• The marketing concept
• You make what ______________.
• Marketers __________ needs, __________ and
  __________ new ones.
• Examples of new needs

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The selling marketing concepts

• The selling concept
• You sell what you make.
• The marketing concept
• You make what will be bought.
• Marketers satisfy needs, anticipate and create
  new ones.
• Examples of new needs
• Walkman, video recorders, CD players, PCs,
  Internet, Google, mountain bikes, Facebook...

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Marketing activities I

• Identify/anticipateneeds/wants of target
  consumers (market research)
• internal research
• secondary data
• focus group interviews
• quest. research
• sales staff...
• Analyze data

• ? Go to p 63 to read about market research methods

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Marketing activities I
II

• Identify/anticipateneeds/wants of target
  consumers (market research)
• internal research
• secondary data
• focus group interviews
• quest. research
• sales staff...
• Analyze data

• Satisfy the needs better than the competition
  strategic decisions about
• product (design)
• pricing
• promotion
• distribution (placement)

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• product (d_si_ _, qu _ _ity, features, style, b_
  _ _d name, size, pa_ _ aging, services and guar_
  _ tee)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, dis_ _ _nts, length of
  the pa_ _ent period, cr_ _ it terms...)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distr _ _ution channels, locations of p_
  _ nts of sale, tran _ _ort, in_ _ntory size...)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distribution channels, locations of points
  of sale, transport, inventory size...)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distribution channels, locations of points
  of sale, transport, inventory size...)
• promotion (ad_ _ _ _ising, pub_ _ _ity, sales
  pro_ _tion and per_ _nal selling)

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Elements of the marketing programme(integration
and the cost of it?)

• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distribution channels, locations of points
  of sale, transport, inventory size...)
• promotion (advertising, publicity, sales
  promotion and personal selling)

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The Marketing Mix (The Four Ps)

• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distribution channels, locations of points
  of sale, transport, inventory size...)
• promotion (advertising, publicity, sales
  promotion and personal selling)
• ? MK, p 64, Vocabulary

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HW

• MK, p 64 - Vocabulary
• RB, p 71-72
• (1) Read The Centrality of Marketing
• (2) Do tasks I and II
• RB, p 101
• (3) Write a letter of complaint.
• Use task 11 or 12 from p 105 as your starting
  point.