1. AIM: What is the marketing mix?
Do Now:
Devise a list of 3-4 of your favorite products (ie/clothing, electronic, etc.) Why are these items so special to you?

2. The Market Customers v. Consumers
All potential customers who share common needs and wants, and who have the ability and willingness to buy the product
Customers = buy the product
Consumers = use the product
Businesses focus on their
target market
Customers v. Consumers

3. Marketing Concept At the Right Time At the Right Price At the Right
Businesses must satisfy customers’ needs and wants in order to make a profit
Focus on target market
At the Right
Place
At the Right Price
Right
Goods/
Services
At the Right Time
PROFIT
Communicate
to Customers

4. TARGET MARKET
Focusing all marketing mix decisions on the specific group of people you want to reach

5. Marketing Mix/4 P’s of Marketing
Product
what product to make
how to package it
what brand name to use
what image to project
Price
what customers are willing and able to pay
Place
how and where a product will be distributed
Promotion
how potential customers will be told about the new product
what will the message be (ie/when and where will product be delivered, incentives to buy product)

6. Aim: Why is understanding your target market important?
Do Now:
Pass up your homework and answer the following question:
What is a Target Market?
Activity – “Who is the Target”?
And for later…
What is the importance of a target market?

7. Think about it -
After doing this activity, what conclusion can you come to as to what is the importance of a target market?

8. AIM: Why is understanding your target market important?
Do Now:
Describe the TARGET MAKRET of the following iPhone 7 commercials
Morning Ride
Midnight

9. Today’s Activity
You will be getting an article at random on one of the following:
Samsung “Family Hub”
Keurig “Keurig Kold”
Amazon “Dot”
Read the article and answer questions # 1 & 2 ONLY
Meet up with others who have the same article
Discuss who you think they are targeting and if you think this product will be a success in this target market
After your discussion, answer question #3 by yourself
Share with class

10. Market Segmentation
Keurig Kold
Samsung Family Hub
Amazon Dot

11. How do you feel about the cartoon?
Do you think you are targeted by advertisers? Explain.

12. Market Segmentation
A way of analyzing a market by special characteristics in order to create a target market.
Demographic
Psychographic
Geographic
Product Benefits

13. 1. Demographics
Describe a population in terms of personal characteristics
Age
Gender
Income
Ethnic Background
Occupation

15. Control $2.6 trillion and have about 51% of the wealth in the US
Prime targets for luxury and recreational items
Skeptical Consumers
Better educated than previous generations
Financially conservative
Use Electronics
Less spending power
Excellent at Multitasking
Huge influence on spending / buying

16. Generation Z Generation Z / Generation I / Internet Generation
­­­Most are children of Generation X
Never lived without the internet, cell phones
Digital Natives
Smaller Families
Longer life expectancy
Will be the most educated.

17. Who do you think marketers target / why?
Millennial’s
Huge influence on buying power
Build brand loyalty
Optimistic / Confident / Social

18. The Generation Gap How does the cartoon below reflect the different generations?
The Intern Trailer:

19. Gender Marketing specific products to specific genders…OR….
Gender neutral products use different types of advertisements/spokespeople
Companies can enter other gender’s market

20. Income
Disposable Income = the money left after taking out taxes; marketers who distribute products that are necessities
Discretionary Income = money left over after paying for basic living necessities; marketers who sell luxury products

21. Ethnic Background
US population becoming more multicultural and ethnically diverse
You need to make sure your place of business adapts

22. 2. Geographics
segmentation of the market based on where people live; local, regional, national, or even geographic markets
Test markets

23. 3. Product Benefits
Companies market benefits, not just the physical characteristics of a product

24. 4. Psychographics
studies of consumers based on social and psychological characteristics; people’s attitudes and values, lifestyles—how people spend their money and time
TRENDS
Airhead bites

25. Do Now: 10/7
What are some product benefits and trends people ages are looking for when it comes to food?

26. Activity: Read the McDonald’s article
Activity: Read the McDonald’s article. Be prepared to discuss your answers.

27. WHO IS BEING TARGETED BY EACH OF THE FOLLOWING ADVERTISEMENTS
WHO IS BEING TARGETED BY EACH OF THE FOLLOWING ADVERTISEMENTS? MAKE SURE TO USE MARKET SEGMEENTATION!

32. HOW DO BUSINESSES UTILIZE THE MARKETING MIX?
Do Now: Review the 4P’s Homework Assignment
Today’s Agenda – Surge Article

33. Market Segmentation
Keurig Kold
Samsung Family Hub
Amazon Dot

34. Activity: Read the article and answer the questions that follow.
HOW DO BUSINESSES UTILIZE THE MARKETING MIX?
Do Now: Review the 4P’s Homework Assignment
Cnn money -
Surge is back -
Activity:
Read the article and answer the questions that follow.

35. Hot Topic
Target new price match policy