1. Chapter 13 Marketing: Helping Buyers Buy
Introduction to Business (BUS 201)

2. What is Marketing?
Marketing – Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large.
See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations.
Simply put, marketing is activities buyers and sellers perform to facilitate mutually beneficial exchanges.
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3. The Marketing Mix The ingredients that go into a marketing program:
LG2
The ingredients that go into a marketing program:
Product
Price
Place
Promotion
In short it is also called four Ps.
See Learning Goal 2: Describe the four P’s of marketing.
The Four P’s are also known as the marketing mix.
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4. The Marketing Process Find opportunities Conduct Research
Identify a target market
Design a product to meet the need based on research
Do product testing
Determine a brand name, design a package, and set a price
Decide the placement /distribution area of product
Design a promotional program
Build a relationship with customers

5. Two Different Markets
Consumer Market (B2C) -- All the individuals or households that want goods and services for personal use and have the resources to buy them.
Business-to-Business Market (B2B) -- Individuals and organizations that buy goods and services to use in production or to sell, rent, or supply to others.
See Learning Goal 4: Show how marketers use environmental scanning to learn about the changing marketing environment.
The buyer’s intended end use of the product determines whether a product is consumer or B2B.
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6. Segmenting the Consumer Market
The size and diversity of the consumer market forces marketers to decide which groups they want to serve.
Market Segmentation -- Divides the total market into groups with similar characteristics.
Target Marketing -- Selecting which segments an organization can serve profitably.
See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
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7. Geographic Segmentation -- Dividing the market by cities, counties, states, or regions.
Demographic Segmentation -- Dividing the market by age, income, education, and other demographic variables.
Psychographic Segmentation -- Dividing the market by group values, attitudes, and interests.
See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
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8. Benefit Segmentation -- Dividing the market according to product benefits the customer prefers.
Volume (Usage) Segmentation -- Dividing the market by the volume of product use.
See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
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9. MARKETING to SMALL SEGMENTS
Niche Marketing -- Identifies small but profitable market segments and designs or finds products for them.
One-to-One Marketing-- Developing a unique mix of goods and services for each individual consumer.
See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
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10. CONSUMER DECISION-MAKING PROCESS
Problem recognition
Search for information
Evaluating alternatives
Purchase decision
Post-purchase evaluation
See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
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11. That’s All! Thank you!