1. Sit With Your Presentation Team!
This has now risen to over 3,000 today.
About 150 are noticed
In the 1980s Americans were exposed to 1,600 commercial messages a day.
Only 25 elicit some kind of response – usually negative.
Business English 1
Sit With Your Presentation Team!

2. Discuss the Following w/Your Team
Who do you want to market your product to? Explain in detail

3. Identifying the Market
Step One – Identify Why a Customer Would Want to Buy Your Product/Service
What's your product has to offer?
Features & Benefits

4. Benefits Motivate Buyers
Features are Valuable
BUT
Benefits Motivate Buyers

5. Features
Benefits
Made of aluminum
Round
5 inches tall
Pop tab to open
Red color
Rim near the top
Its recyclable, help environment
Fits perfectly in your hand
The perfect amount of beverage is able to be held within this size
It is spill proof before you open it
It will match your outfit and make you look good
Makes it easy to drink so you don’t drool on yourself and look foolish

6. Your Team Project Feature Benefit 1 2 3 4
What Are Your Final Team Products Features & Benefits? Take 5 Minutes to Discuss and Organize
Feature
Benefit 1 2 3 4

7. Segmenting Your Market
Some companies or people have a natural instinct to target as many people and groups as possible.
THIS IS
WRONG!!

8. Case Study
Handout

9. Case Study
Income as a business
Plan of action
Focus on
Practically / essentially
Attractive / beautiful
Top companies in USA
Intense competition
Advantage over other companies
Creating the products
Having power to plan and take action
The CEO of a management-training company has been marketing to high-class, Fortune 500 companies for more than a year now. She has received some business, but the competition has been extremely competitive and fierce. Recently, she received a call from an owner of a manufacturing facility who needed their current managers to be trained. The CEO agreed to take the job, and discovered there was virtually no competition within the manufacturing industry, because it is less glamorous to train in a manufacturing plant than in executive offices of Fortune 500 companies. The president decided to change her marketing strategy and to target only manufacturing plants. Within six months the management-training company increased their revenues by 80 percent and created a competitive edge by segmenting their market.

10. Identifying the Market
Step Two – Segment Your Overall Market
Demographic
Consumer Market
Business Market
Age
Geographic Location
Income
Size of Company
Gender
Annual Revenue
Profession
Number of Branches
Education
Number of Employ.
Family Size
Industry
Marital Status
Age of Company
Take 3.5 minutes
answer this
and

11. Identifying the Market
Step Two – Segment Your Overall Market
Psychographic
Consumer Market
Business Market
Lifestyle
Workforce Type
Fun-Seeking
Services Used
Trend
Trade Associations
Hobbies
Innovative
Status Seeking
Business Style
Sports Enthusiasts
Industry Leader
Forms of Entertain.
Employee Friendly
Take 3.5 minutes
answer this
and

12. Behavioristic Market Take 3.5 minutes answer this and High Medium Low
Not at all
Price
Quality
Brand
Variety of services
Packaging
Location
Payment Terms
Convenience of Use
Store Décor.
Take 3.5 minutes
answer this
and

13. Step Three: Research Your Market
Next Class

14. Advertising
See the Handout

18. Get More For Less…

19. “The Kangaroos have arrived”

20. You are now in charge of launching a brand new advertisement for your chocolate product
Your target market is:
Who, why and how?
Describe your product
Is it a bar, pieces of chocolate, an egg, an ice-cream cone, etc.?
What ingredients are in it?
What size is it?
How much is it?
Provide the features and benefits
What techniques did you attempt to use to market the product?
Think carefully about this
Who is your target market?
Look back at your notes
Design an advertising poster to launch your product
Do you think you were successful?
Suggest what you would do differently next time

21. Mini Project Advertise candy or food
Make a 40 second video for next class
1-2 students must be the actors/actresses minimum
Other 1-2 students must present the information…