1. Introduction to Marketing
Unit 3
Chapter 8
From page

2. Lesson 1
BRANDS
LIFE CYCLE

3. What is Marketing?
Marketing is all activities involved in getting goods and services from the businesses that produce them to the consumer
Not just advertising

4. Note: It does not include the production of goods and services.
Roles of Marketing 1. Sell what a business makes 2. Manage a business’s brand
research
sales
promotion
development
distribution
advertising
Note: It does not include the production of goods and services.

5. Branding
Brand Name
A Logo or Trademark
Slogan

6. Slogans 1886: "Drink Coca-Cola" 1904: "Delicious and Refreshing"
1905: "Coca-Cola Revives and Sustains“
1917: "Three Million a Day"
1925: "Six million a day"
1952: "What you want is a Coke"

7. A Logo or Trademark
Products combine their name with a special symbol that is associated with the product.
Example:

8. Brand Identification
No consumer should ever have to guess whether this is the product they want.

9. Please take out a piece of paper

10. Product The product should be able to sell itself.
If consumers don’t want it they just wont buy it…. Or will they?
Is it worth the next step?

11. Guess the Product

12. The Product Life Cycle Have the sales increased?
Have we sold more than our competitors have sold?

13. Product Life Cycle Sales Time Maturity Decline Growth Decision Point
Introduction

14. Non-Traditional Product Life Cycle
Fads
Niches
Seasonal
Hula hoops, Yo-yo’s, Pogs, Tamagotchis,

15. Lesson 2:
The 4 P’s of Marketing
The 2 C’s of Marketing

16. Marketing Concept
4 Ps of Marketing
Product
Price
Place
Promotion

17. Product (or Service) Quality Design Features Benefits
Service and support

18. Price Price and its impact Price Point List price vs Selling Price
-.95c or .99c why?

19. Promotion
Coupons
Contest
Premiums
Samples
Special Events

20. Place (Channels of Distribution)
Who is your market
Global Market vs Small Market
Where will you be promoting your product

21. Channels of Distribution
Direct
Indirect
Specialty

22. Channels of Distribution
Direct
Indirect
Specialty

23. Promotion How will you promote your product?
What are the different means of promotion?
Traditional vs Innovative

24. The New P - People
If you do not have the right people behind your product it will not sell.

25. Lesson 3 (Advertising) Creating Good Advertising
- Ads that consumers see and remember
Types of Advertising
Comparing Types of Advertising

26. 1. attract attention
2. gain interest
Rules for Creating
Good Advertising
3. build desire
4. get action

27. Types of Advertising Newspapers Magazines Direct-to-home Out-of-home
Radio
Television
Newspapers
Magazines