1. MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 1 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Marketing Creating and Capturing Customer Value 1

2. 1-2 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Do Now Teacher’s Outbox – Unit 1 Open Exercise and Notes – 4Ps Complete the “do now”. Think of a product you bought recently – and answer the questions.

3. 1 -3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Today’s Objectives Now that you have a target market and value prop – what do we do next? Or….. How to build a marketing program.

4. 1 -4 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Get Ready to Take Notes Teacher’s Outbox Unit 1 - Basics Exercise and Notes – Markets and Market Segments SAVE! as filename – your name

5. 1-5 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 5 Stage Marketing Process Understand Market & Customer Design customer driven marketing strategy. Construct integrated marketing program. Build profitable customer relationships. Capture value from customers to create profits.

6. 1-6 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall What is our Marketing Program? A marketing program is the activities we do to deliver our value proposition to the target market and acquire customer relationships.

7. 1-7 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Marketing Mix: The Four P’s Product What features, services and experiences support the value prop? Price What does the customer pay for the product? Promotion How does the customer learn about the product? Place Where does the customer buy the product?

8. 1-8 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Pair Individually come up with an example of the 4 Ps using a familiar product.

9. 1-9 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Share Swap ideas with your desk partner.

10. 1 -10 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall “Product” Combination of:  Product  Services  Experiences That satisfy the target customer’s needs and wants. Also known as “Market Offering” or Your Offering

11. 1-11 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Form three person teams Need to be working on adjacent PCs. 1 Minute Music

12. 1-12 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Case Study – In Out Burger In Out Burger

13. 1-13 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Project Open: Project – 4 Ps template (Power Point) Each person researches how one of the three burger chains uses the 4 Ps. At least one page per P. You will be presenting to your team – so make it good! SAVE AS – file name – your name

14. 7 -14 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Compare Marketing Mixes Each team member presents their findings. Take notes on each company for your final comparison.

15. 7 -15 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Your Analysis What are the key differences between the three competitors in how they use the 4Ps? Explain each “P”. Take one company. How does its 4 Ps reflect that company’s target market and value prop?

16. 7 -16 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Take Aways Next stage in marketing process is to develop a marketing program to deliver on your value prop and acquire customers. The program consists of activities designed to acquire customers – usually called the marketing mix. The 4 elements of the marketing mix are product, price, promotion and place – the 4 Ps.

17. 7 -17 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Take Aways The marketing mix reflects the company’s target market and value prop. Each P in the marketing mix fits together. For example…..

18. 7 -18 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall McD’s McD’s target market is lower/middle income families that need a quick meal. Broad menu, low price and value meals appeal to frequent users.

19. 7 -19 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Five Guys Five Guys is built for burger connoisseurs. Sit down, more expensive, dining experience. High prices. Can’t afford broad advertising. Small # of stores vs. McD’s.

20. 7 -20 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall In Out Targets nostalgic burger fans. Simple menu, basic stores with drive thru. Deliberately “retro”. Local California brand. Uses cheap consumer generated advertising (e.g. T shirts).