1. EVOLUTION OF THE MARKETING CONCEPT

2. Evolution of Marketing
The Production Era (1800s to 1920s)
• production creates demand
• products will sell themselves
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3. Evolution of Marketing
The Sales Era (1920s to 1960s)
• production is greater than demand
• hire salespeople to find new markets and consumers
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4. Evolution of Marketing
The Marketing Concept Era (1960s to 1980s)
strive to achieve organization’s goals and satisfy consumer needs
marketing is integrated into each phase of business starting before production
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5. Evolution of Marketing
The Marketing Orientation Era (1980s to today)
• continuously collect information about consumers’ needs, competitors
• share this information with other departments and use it to create consumer value
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6. MARKETING ACTIVITIES

7. Marketing Activities
Summarize the ten marketing activities and indiciate which high school courses (besides marketing) which you would take if you wanted to get into that field.
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8. Research Marketing Activities conduct surveys gather information
analyse data
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9. Product Development Marketing Activities
create product to satisfy customer’s needs
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10. Pricing Marketing Activities
establish how much to charge for the product based on cost of materials, how much consumer is willing to spend
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11. Packaging Marketing Activities
develop package to attract attention, safely contain product
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12. Branding Marketing Activities
develop a name, trademark, slogan, logo—identity—for the product
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13. Sales Marketing Activities
organize or be involved in the process of getting the product into the consumers’ hands
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14. Physical Distribution
Marketing Activities
Physical Distribution
getting the product from factory to where it is accessible to the consumer
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15. Inventory Management Marketing Activities
calculating how many of each product need to be stocked to satisfy consumers’ needs
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16. Storage Marketing Activities
where will you keep the product between production and retailer?
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17. Promotion Marketing Activities
making consumers aware of your product and its merits
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18. HOMEWORK Read page 18 Answer questions 1 and 2 Read section 1.5 Unit 1
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19. Today’s Agenda Take up homework
Based on pg. 18, define nonprofit and not-for-profit organizations, what are the differences between the two?
Note
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20. CONSUMER AND COMPETITIVE MARKETS

21. Consumer Market Cons & Comp Markets
the group you try to attract: target market
everybody: aggregate market
usually a smaller group, differentiated market based on age, gender, etc.
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22. Cons & Comp Markets
A target market is a group of potential customers to whom a company directs its marketing program
EXAMPLES: teens, parents, seniors, extremely wealthy, etc.
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23. Competitive Market Cons & Comp Markets
all products and services that compete for consumers’ money within a category
can be broad (toys)
can be narrow (diet colas)
unrelated (entertainment)
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24. Cons & Comp Markets
A product’s marketing efforts try to influence the consumer’s decision towards spending money on that specific product.
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25. or “The Marketing Mix and the 2 Cs”
The 4 Ps and 2 Cs
or “The Marketing Mix and the 2 Cs”

26. Environ- mental Factors: Uncontrollable regulatory Marketing Mix:
product
social
competitive
price
consumer
place
promotion
technological
economic
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27. The 4 Ps and 2 Cs product price place promotion consumer competition
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28. The 4 Ps and 2 Cs
The product is a good, service, idea, or event to satisfy the consumer’s needs.
Examples?
product price place promotion consumer competition
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29. The price is what is exchanged for the product, usually money.
The 4 Ps and 2 Cs
The price is what is exchanged for the product, usually money.
product price place promotion consumer competition
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30. The place is a means of getting the product into the consumer’s hands.
The 4 Ps and 2 Cs
The place is a means of getting the product into the consumer’s hands.
Examples?
product price place promotion consumer competition
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31. The 4 Ps and 2 Cs
Promotion is the means of communication used by the seller to inform the buyer.
Examples?
product price place promotion consumer competition
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32. The 4 Ps and 2 Cs
The consumer is the individual or group of individuals who may use your product.
product price place promotion consumer competition
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33. The 4 Ps and 2 Cs
The competition is other firms that could provide a product similar to yours.
Who competes with Nike? Pepsi? McDonalds? Ford?
product price place promotion consumer competition
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34. The Marketing Mix
Worksheet

35. H O M E W O R K Marketing Mix worksheet
Start thinking about 4 Ps and 2 Cs assignment
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36. Today’s Agenda Marketing Mix worksheet
Read “Future Shop”, page 20, answer questions
Group activity & discussion
Note
Work on assignment due Friday
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37. Information Technology
Read “Future Shop” on page 20, answer questions.
At your table, compare answers to #1, list 3 advantages (benefits) and 3 disadvantages (costs).
 What can Future Shop do to capitalize on the advantages or downplay the disadvantages?
Compare your answers to #2
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38. The Marketing Mix
Worksheet

39. Marketing Strategies

40. Marketing Strategies
A strategy is a method to carry out an action plan to reach a goal. A marketing strategy explains how a company will carry out the marketing plan, its goals, and the marketing mix formula to achieve those goals.
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41. Marketing Strategies The Marketing Plan contains:
a section outlining marketing goals of the business
target market(s)
a list of as many competitors as possible
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42. Marketing Strategies The Marketing Plan contains:
a research section, with a plan for gathering and analysing info
how the product will be positioned, with rationale
pricing strategy
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43. Marketing Strategies The Marketing Plan contains:
distribution channels & logistics
promotional and advertising proposal
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44. value = - Brand strategies perceived benefit perceived cost -
Marketing Strategies
Brand strategies
The primary goal is to communicate the value of a product or service to the consumer.
value = -
perceived
benefit
perceived
cost -
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45. Brand strategies Marketing Strategies see example on page 26
It attempts to position the product or service by creating a positive value equation in the consumer’s mind.
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46. The Value Equation
Group Activity

47. Distribution strategies
Marketing Strategies
Distribution strategies
Focus on the best way to deliver a product/service to the target market.
MANUFACTURER
RETAILER
CONSUMER
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48. Distribution strategies
Marketing Strategies
Distribution strategies
PUSH: “If the product is out there where people will see it, they will buy it.”
focus on selling the good to the retailer, importer or wholesaler
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49. Distribution strategies
Marketing Strategies
Distribution strategies
incentives, promotions, product display case offered in exchange for product placement
The manufacturer needs to push the product through the chain
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50. Distribution strategies
Marketing Strategies
Distribution strategies
PULL: “increase distribution by increasing consumer demand”
focus is on selling the good to the consumer
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51. Distribution strategies
Marketing Strategies
Distribution strategies
convince consumers that they need the product, and that specific brand
requires a strong advertising and promotions campaign
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52. Distribution strategies
Marketing Strategies
Distribution strategies
The pull strategy is difficult to use alone, the push strategy can be. Most strategies use a combination of the two.
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53. End of Unit 1
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