1. Marketing the product
VOŠ - 3. ročník - 2. semestr
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2. Definition of marketing
a set of processes for creating, communicating and delivering products to customers
a human activity directed at satisfying needs and wants through exchange processes
„war“ between competitors
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Lenka Lexová

3. Components of marketing
Marketing is a process which
includes:
market research
new product development
product life cycle management
pricing
channel management
promotion
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Lenka Lexová

4. Four P‘s – marketing mix
in popular usage, marketing is the promotion of products, advertising and branding
in professional usage the term has a wider meaning that recognizes that marketing is customer centred
products are developed to meet the desires of groups of customers or for specific customers
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Lenka Lexová

5. These four elements are often referred to as the marketing mix
A marketer can use these variables to develop a marketing plan
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Lenka Lexová

6. Product
product management and product marketing deal with the specifications of the particular good or service, and how it relates to the end-user's needs and wants
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Lenka Lexová

7. Pricing
refers to the process of setting a price for a product, including discounts
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Lenka Lexová

8. Promotion
includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company
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Lenka Lexová

9. Placement
placement or distribution refers to how the product gets to the customer; such as, point of sale or retailing
it also refers place “where” a product or service is sold, e.g. in which geographic region or industry, to which segment (young adults, families, business people, women, men, etc.)
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Lenka Lexová

10. Match the items the cost to the buyer of goods and services product
Informing customers about products and attracting to buy them
where goods or services are available
goods or services that are sold
product
price
promotion
place
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Lenka Lexová

11. Choose a well known product tor the product categories
cars
electronics
clothes
watches
food
drinks
Think about typical
consumer profile for your
products, include:
Sex
Age
Job
Income level
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Lenka Lexová

12. Listening Radio advertising Telemarketing
Where would you advertise your products? Consider the price and the profile of your customers.
Which recent advertising campaign impressed you and why? Tell your partner.
Choose a product and design a newspaper advertisement for it.
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Lenka Lexová

13. Resources
English in Economics, Miroslav Kaftan, Libuše Horáková:, Karolinum 2004
Economy in English, M. Kalina a kolektiv:, VŠE Praha 1998
Market Leader, D. Cotton, D. Falvey, S. Kent, Pearson Longman, 2007
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Lenka Lexová