Unit 10
Marketing
The Marketing Mix
In this part, you’ll Learn about the “4Ps” and “4Cs” of marketing. Look at some familiar products and how they are marketed Promote a product with what you learned about marketing
What are “4Ps”?
“4Ps” Product Price Place Promotion
Product: the goods or the service that you are marketing
It includes: image design quality reliability features and benefits
Features and benefits make the product unlike any of the competing products.
Price: making it easy for the customer to buy the product
Price: The product must be priced so that it competes effectively with rival products in the same market Lower price, better marketing ?
Place: getting the product to the customer
Place: Various channels of distribution: 1. Producer ---- end-users 2. Producer ---- retailers ---- end-users 3. Producer ---- wholesalers/ agents ---- retailers ---- end-users 4. Producer ---- Wholesalers ---- directly to end- users 5. Producer ---- multiple store group/department stores/ mail order houses ---- end-users 6. Producer---- market ---- wholesalers ---- retailers ---- end-users
Promotion present the product to customers through advertising 1. Packaging and presentation 2. Image 3. Brand name 4. Advertising and slogans
Promotion involves: Packaging and presentation of the product Image Brand name Advertising and slogans Brochures Literature Price lists After-sales service and training Trade fair Public relations Publicity Personal selling
Advertising: TV commercials Newspaper ads Magazine ads Posters Placing special promotional displays in community, in the department store or in the supermarket Gift coupons Presents Lottery bonus Sponsoring festivals Bankrolling concert tours
What is “USP”? USP: Unique selling proposition features and benefits
“4Cs” Customer Communication Convenience Cost
Customer What do customers need? What do customers want?
Communication HHow to communicate with customers? AIDA
AIDA How to attract the attention of potential customers? How to arouse interest in the product? How to create a desire for its benefits? How to encourage customers to take prompt action?
Convenience In which channel of distribution can the customers get what they want?
Cost How to make the marketing cost-effective?
“4Ps”& “4Cs” “4Ps”: Product-oriented “4Cs”: Customer-oriented
Part Two How is a product marketed?
In this part, you’ll Review the concept of the “4Ps” and “4Cs” of marketing. Look at some familiar products and how they are marketed Promote a product with what you learned about marketing
McDonald’s Mcdonalds Hong Kong Homepage
What kind of promotion that McDonald’s takes is the most impressive to you?
Its TV commercial McDonald’s song All kinds of coupons Kids dancing and playing games in McDonald’s
How do you think of its product?
In which channel of distribution does it get its product to the customers?
How do you think of its price?
How about its promotion?
Promotion involves: Packaging and presentation of the product Image Brand name Advertising and slogans Brochures Literature Price lists After-sales service and training Trade fair Public relations Publicity Personal selling
Part Three A special task for a special day!
Some questions you may follow: What is a good brand name for a moon cake? How to highlight the features and benefits of our moon cake? How shall we do advertising? How to attract customers? -- newspaper ads? -- a promotional display in the supermarket? -- coupon?
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