1. Marketing
The 4 Ps and 2 Cs

2. Marketing
Marketing… describes all activities involved in getting goods and services from the producer to the consumers
A company’s marketing is made up of six parts =
Consumers & Competition… determine…
Product, Place, Price & Promotion
Better known as the 4 Ps and 2 Cs

3. Consumers .
The consumer market is made up of all the potential users of a product or service
Consumers are the individuals or businesses who buy the goods and services
Also known as the Target Market
The consumers or the target market determines product features, advertising, packaging, etc..

4. Consumers Consumers can be identified in two ways: Demographics
The study of obvious characteristics that categorize human beings
Ex) Age and gender
Can you think of other examples?
Lifestyle (Psychographics)
The way people live
Ex) Values, beliefs, motivation, hobbies

5. Consumers Demographics Age
Defines our tastes and also our needs and wants
Gatekeeper – a person who makes buying decisions for others
Example?
Young children and parents
Baby-boom group – people who were born after World War II ( )
The largest age group  very important to businesses

6. Consumers Gender (Male or Female)
Gender roles have changed a great deal
Many products are now unisex
Family Life Cycle
Married? Single? Student? New parent? Senior?
Income Level
How much money do they have?
Ethnicity and Culture
Korean, Chinese, Italian, Indian, Jewish, etc.

7. Consumers Lifestyle (Psychographics) Introverted
Interested in self-identity, personal statement in fashion, personal growth
Extroverted
Interested in the opinion of others, trendy and fashionable, popularity

8. Create your own consumer profile!
A new company geared towards teenagers needs help gathering information about their consumers:
Create a consumer profile of yourself. Make sure you include both demographic and psychographic information!
Share your profile with a partner

9. Competition
The competitive market consists of all the sellers or a specific product
Competition is companies who produce products or services that are similar to yours
Discretionary income is the income that you have that is not committed to paying basic necessities
Disposable income is used to pay for basic necessities

10. Competition
Direct Competition: Products that are very similar to yours
Ex) Coke VS. Pepsi
Indirect Competition: Products are not directly related but compete for the consumers money
Ex) Movie VS. Dinner

11. Competition Product/Service Direct Competition Indirect Competition
Nike
BMW
HMV
Air Canada
Telus
Adidas, Reebok
Aldo, The Gap
Lexus, Mercedes
Hyundai, TTC
Music World, Sunrise Records
iTunes, MP3s, radio
American Airlines, United Airlines
Cars, trains, boats
, home phone, Canada Post
Rogers, Bell, Koodo

12. Accurate knowledge of your Customers and Competitors determine your …
… Marketing Mix (4 Ps)

13. The 2 Cs of Marketing: You Tell Me!
We will watch FOUR commercials for different products
You must describe the 2 C’s of marketing for that product
Share and discuss your answers with your group!