Remember marketing and fill in, please:

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Presentation transcript:

Remember marketing and fill in, please: Marketers have to identify or _________ a consumer _________; develop a product or _________; persuade __________ customers to try the product, modify it to __________ changes in consumer needs or market _____________. Marketers can _________ particular features that will influence ___________ wants.

Marketers have to identify or anticipate a consumer need; develop a product or service; persuade target customers to try the product, modify it to satisfy changes in consumer needs or market conditions. Marketers can design particular features that will influence consumers’ wants.

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

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

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...)

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)

The Marketing Mix (The Four P’s) 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)

Promotional Tools (U 12 ) ADVERTISING PUBLIC RELATIONS radio & TV commercials, posters/billboards, newspaper/cinema ads, classified, sponsorships, endorsements, sandwichboard men ... (p.70) PUBLIC RELATIONS publicity, public awareness in media SALES PROMOTIONS free samples, coupons, price reductions, competitions, reduced price packs, etc. PERSONAL SELLING (sales reps)

Promotional Tools (U 12 ) Missing words (p.75) target awareness medium tactics trial maturity aimed loyalty advertising 10. channel

Promotional Tools Summary (p.76) ...inform customers about its existence and develop brand awareness. ... elements of the marketing mix; ... promotional tools. ... the fact that it is much cheaper than advertising, and can have a better impact since people are more likely to read and believe publicity than advertising. ... introduction, growth, maturity and decline.

Promotional Tools Summary (p.76) 5. ...attracting price-conscious brand-switchers, offsetting a promotion by competitor, and attracting customer by way of loss leader. 6. ...they can also be used with distributors, dealers and retailers, and with a company’s sales force. 7. ...bring information back to a company from its customers, including ideas for new products.