1. Marketing Is All Around Us What You’ll Learn . . .
The Functions of Marketing
Understand the Marketing Concept
Marketing Utilities
Define a Target Market
Understand how Markets are Segmented

2. Standard 1 Day 1 Students will learn: The meaning of marketing
The functions of marketing
Marketing's importance in a global economy
The Marketing Concept

3. What Is Marketing?
Defined: The process of developing, promoting, and distributing products to satisfy customers’ needs and wants.
Development Promotion Distribution = Happy Customer

4. Products – goods and services that have monetary value
Goods – things you can touch or hold
Services – you can’t physically touch – tasks performed for a customer

5. Functions of Marketing
Activities that work together to get goods and services from producers to consumers
Distribution
Financing
Marketing Information Management
Pricing
Product Service Management
Promotion
Selling
Each is essential

6. Distribution
Deciding where and to whom products need to be sold to reach the final users.

7. Financing
Getting the money necessary to operate a business

8. Marketing Information Management
Getting information to make sound business decisions. Usually obtained through marketing research

9. For example, after a stay at a luxury hotel, you fill out a form rating the service and accommodations.

10. Pricing
How much to charge to maximize profits

11. Product Service Management
Obtaining, developing, maintaining, and improving a product or a product mix in response to market opportunities.

12. Promotion
Communicating with potential customers to inform, persuade, or remind them about a business’s products

13. Selling
Planned, personalized communication that influences purchasing decisions

14. The Global Economy Marketers are found at every level of business.
Nearly all business decisions have a Marketing element.
Marketing changes the:
Number, (increased variety)
Quality, (better quality because of competition)
and Price (lower price because of competition)
of products that you can buy.

15. The Marketing Concept
Businesses must satisfy customers’ needs and wants in order to make a profit.

16. When Henry Ford first created the Model T, he was the only one mass producing cars. He didn’t have to think about “The Marketing Concept.” But, as more and more producers started making cars, they had to think about what customers need and want in order to stay in business.
Click on the Model T Ford to see Henry Ford’s thoughts about car color in the early 1900’s.

17. Imagine if, in today’s world, you could only buy black
Imagine if, in today’s world, you could only buy black. Many customers would not be very happy!

18. Today’s buyer wants a choice!

19. The Marketing Concept
If automobile manufactures do not give their consumers a choice (what they want), they will not stay in business.
That concept is true for all businesses.
Companies sell what Customers want.

20. Standard 1 Day 2 Students will understand:
The Economic Benefits of Marketing.
The meaning of economic utility.
The five economic utilities and how to distinguish the four that are related to marketing.

21. Economic Benefits of Marketing
Marketing bridges the gap between you and the maker or seller of an item
MARKETING

22. Economic Benefits of Marketing
New and Improved Products --businesses look for opportunities to please the customer

23. Economic Benefits of Marketing
Lower Prices – marketing activities add value and increase demand. When demand is high, manufacturers can produce at a lower price. They can sell at a lower price but increase the quantity sold. Thus, profits are higher even though prices are low.

24. Economic Benefits of Marketing
It adds VALUE

25. Added Value = Utility There are five types of Utility: Form Place Time
Possession
Information
Attributes of a product or service that make it capable of satisfying consumers’ wants and needs.

26. Form Utility Sand into glass Wood into paper Silk into fabric
Changing raw materials into goods– making and producing things.
Sand into glass
Wood into paper
Silk into fabric

27. Place Utility Having a product where customers can buy it.
It Includes:
Location – may be through a catalog or at a retailer (actual store) – or, Internet.
Transporting the product to the location.

28. Time Utility
Having a product available at a certain time of year or a convenient time of day.
Planning and ordering
Time of day and week
Time of year: holidays and seasons

29. Possession Utility
The exchange of a product for some monetary value.

30. Payment may be made by: Cash Personal checks Credit cards
Installments (layaway)

31. Information Utility Involves communication with the consumer. Ads
Packaging
Signs
Displays
Owner’s Manuals

32. Which types of utility are related to marketing?
Form utility is a function of production, NOT marketing

33. These utilities ARE directly related to marketing:
Place
Time
Possession
Information

34. Standard 1 Day 3 Students will be able to: Define a market
Describe target marketing
Differentiate between customers and consumers
Use the four P’s of the marketing mix

35. Market
Market – all potential customers who have the ability and willingness to buy

36. Target Marketing
Focusing all Marketing efforts on a very specific group of people who you want to reach.

37. Customers – people who buy the product
Consumers – people who actually use the product
Is mom the customer or the consumer?
What about the kids?

38. Marketing Mix Basic marketing strategies – the four P’s Product Place
Price
Promotion

39. Product Strategies What product to make How to package it
What brand name to use
What image to project

40. Place Strategies
How and where a product will be distributed.

41. Price Strategies
Reflect what customers are willing and able to pay.

42. Promotion Strategies
How potential customers will be told about the new product
What the message will be
When and where it will be delivered
What inducements are there to purchase it

43. The Marketing Mix The elements are interconnected Product Place Price
Promotion

44. The Marketing Mix – The 4 P’s
Contains countless alternatives.
Management must select a combination of marketing mix decisions that will satisfy target markets and achieve organizational goals.
Product & Place & Price & Promotion = Goals =

45. Standard 1 Day 4 Students will:
Understand the concept of market segmentation.
Define the term market segmentation.
Understand the four methods used to segment a market.
Understand current demographic, psychographic, and geographic trends

46. Analyzing Markets
Market segmentation is a way of analyzing a market by specific characteristics as in order to define the target market.

47. Types of Segmentation:
Demographics
Psychographics
Geographics
Behavioral

48. Demographics
Demographics – statistics that describe a population in terms of personal characteristics. Demographics include:
Age
Baby Boom Generation
Generation X
Generation Y
Gender
Marital Status
Ethnic Background

49. U.S. Trend – The percentage of the Caucasian population is declining, while other ethnic populations increase.

50. Psychographics
Involves grouping people with similar lifestyles, as well as shared attitudes, values, and opinions.
Activities
Attitudes
Personality & Values

51. Music teachers, dancers, and other music lovers would be one category of people who share psychographic characteristics.

52. VALS™ is a marketing and consulting tool that helps businesses worldwide develop and execute more effective strategies. The system identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behavior. VALS applies in all phases of the marketing process, from new-product development and entry-stage targeting to communications strategy and advertising.
Click on VALS to learn more and to take a survey to determine your VALS type

53. Geographics Geographics – Segmentation based on where people live
Political Boundary
Climate
Natural Boundary

54. Behavioral Segmentation
Looking at the benefits desired by consumers, shopping patterns, and usage rate. Market benefits, not just the physical characteristics of a product

55. Behavioral Segmentation
Many businesses find that the 80/20 rule applies.
80 % of a company’s sales are generated by 20 % of its loyal customers.

56. Mass Marketing Vs Segmentation
Mass marketing not as popular as it once was.
Niche marketing (the current trend) – markets are narrowed down and defined with extreme precision.