1. Marketing Activities
BMI3C

2. Marketing Activities Research Product Development Packaging Pricing
Branding
Sales
Distribution
Inventory Management
Storage
Promotion

3. Research Purpose: to learn about the market Examples:
Consumer preferences, habits, lifestyle
Competitors
Examples:
Surveys
Media research
Focus groups

4. Product Development
Purpose: Make a product that effectively and profitably meets the needs/wants of consumers

5. Packaging
Must provide protection for the product while also serving as a promotional tool
Package must be attractive/enticing to the consumer
Must also obey government regulations

6. Pricing
Setting the price of a product/service in order to maximize profit for the company
The lowest price is not always the best
Based on
Cost to produce and market the product
What the customer is willing to pay
Competitor pricing
Brand image

7. Branding Creates an identity in the mind of consumers Key components:
Trademark
Logo
Slogan
Package design

8. Sales Convincing potential customers to purchase your product/service
Goal is to increase the size of your market
Acquire new customers while retaining old ones

9. Distribution Moving products to their final destination
From the manufacturing plant, to distributors, to retailers
Must be done efficiently and inexpensively

10. Inventory Management
Retailers must make sure they have enough product on hand to meet demand, but not too much
Don’t want to have more products than you can sell
Products take up space
Older products become difficult to sell
Must also keep track of inventory so you know when to order more, are aware of thefts, etc.

11. Storage
Arranging and maintaining storage for products until they are needed
May be done by a manufacturer, distributor, or retailer

12. Promotion
Used to make consumers aware of a company’s products/services
Examples
Advertising
Coupons
Samples