1. Starter activity – what do you already know?
Marketing

2. P
3.1.1 Marketing
Marketing

3. Marketing What is marketing?
Write what you think it means on a sticky note
The process of identifying, anticipating and satisfying customer needs profitably
Covers a number of activities including researching the market before deciding on product, price, place and promotion
Marketing

4. Marketing – Question Time
1. Which one of the following will help a business anticipate customer needs? (1)
Lowering price
New advertising campaign
Focus group
Changing packaging design
2. Suggest one alternative method of anticipating customer needs.(1)

5. PROFITABLY 3. Satisfying 1. Anticipating 2. Identifying MARKETING
The process of …
2. Identifying
3. Satisfying
PROFITABLY

6. Marketing – 1. Anticipating customer needs
A business will have to ANTICIPATE:
What customers’ needs are in advance
Put themselves in the customer’s place
Any unusual needs
How to be polite and accommodating
Ensure they enjoy the experience
You tube Anticipate customer needs
Marketing

7. Marketing – 2. Identifying customer needs
A business will need to clearly know what the customer wants
Who are they (target market) and what do they do?
How, when, where, why and what do they buy?
What do they want from your business?
Why will they buy off you rather than the competition?
You tube Smarter Marketing: Know your customer
Marketing

8. Marketing -3. Satisfying customer needs
Essential for the business to be profitable
Has the product met or exceeded customer needs?
Is the service reliable and efficient?
Is there an after sales service to look after customer needs and help to deliver repeat custom?
Marketing

9. Anticipating customer needs
Anticipating customer needs at McDonalds
Customer
What are their needs?
A parent with young children
Give the children a quick and fun treat
Teenagers
Business person in a rush
Holiday goers at an airport
University students
City centre shoppers
Social area and meal deals
Speedy delivery
Seating area and convenience
Meal deals and value for money
Comfortable seating area and range of products
Marketing

10. Satisfying customer needs
Satisfying customer needs at McDonalds
Customer
How are their needs satisfied?
A parent with young children
Teenagers
Business person in a rush
Holiday goers at an airport
University students
City centre shoppers
Value for money & fun area, toys
Range of meal deals and promotions
Drive through to eat on the go
Range of foods, speedy delivery
Promotional offers and new product ranges
Comfortable and pleasant seating area
Marketing

11. Marketing
Marketing
You have been invited for an interview as a marketing apprentice at Top Print Ltd, a local printing company. The company specialises in providing high quality print solutions to meet business needs. This involves designing and printing business stationery, cards, marketing literature, catalogues and also promotional gifts. The business prides itself on customer service. On its website it states “our business is not just about selling to you it is about understanding your needs and exceeding our customers’ expectations.” Your interview is with Cheryl, the marketing manager. Are you ready for your interview?

12. Marketing
Interview time
Cheryl is keen to see if you understand anything about the business and marketing. Can you answer the following questions?
For Top Print Ltd which P in the marketing mix is the printing of promotional goods such as mugs?
Why might a local bakery shop be interested in the services of Top Print?
You have a meeting with a potential new customer. How would you identify their needs?
What are the benefits to Top Print Ltd of understanding customer needs?
Cheryl says that she wrote the statement for the website as she strongly believes that marketing is not just about selling. To what extent do you agree with Cheryl’s view?
Promotion
Produce business cards, advertising materials etc
Interview them
Repeat purchase, increase sales and improved profitability
It also includes researching the market to anticipate and satisfy customer needs

13. Would you like fries with that? Have a nice day!
Marketing
Would you like fries with that? Have a nice day!
Think about the last time you visited a fast food restaurant.
How would you rate the customer service?
Did it meet your expectations?
If yes did you give feedback?
If no did you give feedback?
Were you encouraged to give feedback?
Is marketing important to McDonalds?
How important is customer service as part of the marketing at McDonalds?
Homework: Read the information sheet on Customer Service at McDonalds and answer the talking point questions.

14. 3.1.3 Product trial and repeat purchase
Do you recognise these trial flavours?
Would these adverts have encouraged you to trial a new flavour?
Is this good market research or just a gimmicky campaign?
Have any of these flavours been launched?
How else can a business encourage customers to trial a new product?
3.1.3 Product trial and repeat purchase
3.1.3 Product trial and repeat purchase

15. 3.1.3 Product trial and repeat purchase
A product trial involves getting people to buy your good or service for the first time. The product is usually brand new to the market. A repeat purchase involves getting your customers to buy your product again.
3.1.3 Product trial and repeat purchase

16. Product trial
There are a number of ways in which a business might promote a new product. These might include:
Advertising - informing customers
Free Publicity – journalists invited to a lunch party fro new product
Penetration pricing – setting low initial prices to attract customers
Free samples – targeting potential consumers at locations such as railway stations with free tasters
User testing – cars taken fro test drive
3.1.3 Product trial and repeat purchase

17. Repeat purchase
Brand loyalty means that customers will continue to buy their favourite product. Businesses will spend money advertising their products in order to inform and persuade customers with their buying habits. A product trial will involve an initial promotional campaign. Hopefully, people will try the new product. If it is good enough they will become repeat purchasers.
Write down your five favourite brands – ones that you will not accept a substitute for.
Prioritise them from 1 to 5.
State two reasons why you must have that brand.
3.1.3 Product trial and repeat purchase

18. New Heinz Moshi Monster Pasta Shapes
3.1.3 Product trial and repeat
purchase
Heinz post details of all new products on their website. Within the marketing mix is this an example of:
Product
Place
Price
Promotion (1)
Identify two marketing activities Heinz could take to get customers to trial Moshi Monster pasta shapes. (2)
Explain how one of these actions would encourage customers to trial Moshi Monster pasta shapes. (3)
Explain one marketing activity Heinz could use to encourage repeat purchases of Moshi Monster pasta shapes. (3)
What is meant by the term pester power?
Trivia: The number of families that buy Heinz Kids Pasta is the same as the population of London

19. 3.1.5 Branding and differentiation

20. Branding
A promotional method that involves the creation of an identity for the business that distinguishes the firm and its products from other firms
Branding can add value to a product allowing firms to charge higher prices
Leads to brand loyalty whereby customers will continue to buy products from that firm
3.1.5 Branding and differentiation

21. Branding to aid product trial and repeat purchase
Established business such as Apple can use their brand name, image and reputation to help in product trials
Consumers are likely to be repeat purchasers of branded product as they believe in the quality of the good or service
3.1.5 Branding and differentiation

22. Brand
Brands can take a number of forms as shown below. Can you think of an example for each?
BRAND
Design
Colour
Symbol
Shape
Term
Name
3.1.5 Branding and
differentiation

23. What makes one product different from competitors?
In order to make a product stand out from competitors a business may have a USP
Why would a USP help a business be successful?
Can you list 3 products with a USP?
What is the relationship between a USP and the price a customer is willing to pay?
_ _ _ _ _ _ / _ _ _ _ _ _ _ / _ _ _ _ _
Unique selling point

24. Unique selling points
A Unique Selling Point (USP) is something that distinguishes a firms product from those of its competitors.
Firms try to make their product different to the competition by adapting the actual product in some way or by distinguishing the product through advertising and branding. This is known as product differentiation.
A USP can allow a firm to charge a premium price.
A USP at Dragon’s Den!
waterbuoy on dragons den
3.1.5 Branding and differentiation

25. Product differentiation
A business might have a product range selling a variety of goods or services to meet consumer needs
With high competition in most markets it is important that a business tries to differentiate itself from the competition in order to sell
Draw a market map for fashion shops (or the car industry) e.g. Top Shop, Next, Zara etc. Plot price (low to high) against quality (low to high).
3.1.5 Branding and
differentiation

26. Product differentiation
A business might differentiate its products through:
Quality
Design
Promotion
Branding
Packaging
How have the fashion (or car) businesses that you have produced a mind map for differentiated their products?
3.1.5 Branding and
differentiation

27. Question time
SuperGroup is a UK fashion retailer offering quality clothing and accessories. They are the company that own the street wear brand Superdry.
SuperGroup sell through physical stores and online. Which one of the following elements of the marketing mix does this represent?
Product
Place
Price
Promotion (1)
Identify two methods SuperGroup might use to differentiate its products from its competitors. (2)
Describe why developing a well known brand is important to the success of a business such as SuperGroup. (3)
3.1.5 Branding and differentiation

28. MARKET RESEARCH Can you identify 3 types of market research?
EQUATES IN IRON
VERY US
CUPS FOUR GO
If you were planning to open a clothes shop in your local area what information would you want to know before making important decisions?
MARKET RESEARCH
3.1.2 Market Research

29. Market Research What is market research?
Market research is the collection and analysis of data and information to inform a business about its market
This could includes:
Customers
Competitors
Market place
Market research can be either qualitative or quantitative
3.1.2 Market Research

30. Methods of market research
There are two categories of market research:
Primary market research (field research) involves the collection of first hand data that did not exist before. Therefore it is original data.
Secondary market research (desk research) is research that has already been undertaken by another organisation and therefore already exists.
3.1.2 Market Research

31. Methods of market research
Primary
Secondary
Advantages
Disadvantages
already exists
may be compiled by experts
quick to access
specific to your needs
up to date
can be cheap
Lip balm market research
lack of expertise
time consuming
results may be limited
Can be expensive for large samples
can be out of date
often expensive
not specific to you
3.1.2 Market Research

32. What is Qualitative and Quantitative Research?
Qualitative research
gathering of non- statistical information that gives peoples’ opinions, methods include: focus groups, taste panels, open ended questions and in depth interviews
Quantitative research
gathering of statistical data to inform the company about people’s behaviour but does not identify the reasons, methods include closed questions and Surveys
3.1.2 Market Research

33. Marketing

34. Primary research task
Marketing

35. Secondary research task
Marketing

36. Market research – Question time
The flow chart opposite is taken from McDonalds who carry out on-going market research to help determine a suitable marketing mix.
Identify one method of collecting quantitative data.(1)
Explain how collecting quantitative data might help McDonalds improve its marketing mix. (3)
Identify one method of collecting qualitative data. (1)
Explain how collecting qualitative data might help McDonalds improve its marketing mix. (3)
Extension
Which type of data do you think would be the most useful to McDonalds in improving its marketing mix? Justify your answer. (6)
Source:

37. Subway’s survey
With reference to the survey explain what is meant by qualitative and quantitative data.
Is this an example of primary or secondary research?
Why do you think Subway collect personal information from their customers?
State and justify one other method Subway could use to help meet customers’ needs.
Explain how Subway could use the results from this survey to improve their marketing mix.
3.1.2 Market Research