Starter (3 minutes): 1.Define ‘marketing’ 2.What different aims do you think a marketing department would be set by the business? 3.What is the difference.

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Presentation transcript:

Starter (3 minutes): 1.Define ‘marketing’ 2.What different aims do you think a marketing department would be set by the business? 3.What is the difference between ‘consumer marketing’ and ‘business to business marketing’

Effective Marketing (1) Lesson aims: To define marketing To understand the main marketing objectives a business might set To distinguish between consumer marketing and business to business marketing

Recap: What kinds of businesses will we be focusing on in Unit 2? What are the four business functions? What is ‘productivity’? Why might there be differences in different businesses productivities? What is a ‘profit margin’? Why might there be differences in different businesses profit margins? What kinds of jobs does a Marketing department perform?

Marketing is… ‘The anticipation and satisfying of consumer wants and needs in order to make a profit’ or: ‘Supplying the right products, at the right price, in the right place at the right time to the right customers’

What are the 4 Ps of The Marketing Mix? Product, Price, Place, Promotion – Marketing is based around this concept.

The Marketing hierarchy Company Mission statement Corporate objectives Marketing objectives Marketing strategies Marketing tactics

Types of Marketing objective Size – Sales volume, value, market share Brand loyalty/goodwill – Keeping customers happy Brand awareness Innovation/improving product range Market positioning – Different segments/map Security/survival Quality

Business-to-business marketing (B2B) Business-to-business marketing is as essential as consumer marketing (B2C), and the main features are: Buyer-seller relationships are more important Larger transactions for distribution Specialist buyers and sellers employed Informative rather than persuasive advertising Pricing based on margins and number of suppliers Quality and after-sales service more crucial

Now (10 minutes): Practice exercise, Q. 1-3, p.340