1. Marketing
Szabó Rozália

2. Marketing - Outline What is marketing? The process of marketing
Market research
The marketing-mix
Products and brands
Price
Place
Promotion

3. What is marketing? Definition 1:
It is all the different activities intended to satisfy customer needs, so as to make profit.
Definition 2:
It is all the different activities intended to make and attract a profitable demand for a product.

4. The process of marketing
Market research
Product development
Production
Pricing
Distribution channel
Promotion

5. Market research Primary data collection Secondary data collection
interviews
questionnaires
surveys, etc.
Secondary data collection
sales records
reports, etc.

6. The marketing-mix (4 P’s)
It provides the customer with the right product at the right price, presented in the most attractive way (promotion), and available in the easiest way (place).

7. Product Not only an assembled set of components Also refers to
features (colour, size, material, etc.)
and benefits (what we gain by using it) – USP (Unique Selling Proposition).

8. Product (cont.)
Product life cycle (PLC) - a typical sales pattern consisting of 4 stages:
launch
growth
maturity
decline

9. Product (cont.) Brands and branding
Brand: a name given to its product by a company so that it can be easily recognized.
Branding: creating a brand and keeping it in customers’ minds through advertising, packaging etc.

10. Product (cont.) Brand awareness / brand recognition:
how much people recognize a brand.
Brand image:
the idea people have about a brand.

11. Price
Products must be priced so that they can compete effectively with rival products in the same market.
Factors taken into consideration:
value
quality
volume of sales
level of market saturation
prices of the competition.

12. Place
The product must be available to customers through the most cost-effective channels of distribution.
Producer→wholesaler→retailer→customer

13. Place (cont.) Direct sales: Sales through distributors:
producer→end-user
Sales through distributors:
producer→wholesaler→end-user
producer→wholesaler→retailer→end-user

14. Place (cont.) Retail outlets: Chain stores (standardized selection)
Supermarkets (mainly food, under 30,000 square metres)
Hypermarkets (wide variety of goods, usu. outside a town, over 30,000 square metres)

15. Place (cont.) Retail outlets (cont.)
Department stores (wide variety of goods, usu. in a town centre, departments)
Deep discounters (supermarkets with very low prices)
Convenience stores (small, in a residential area, open long hours)

16. Promotion
The activity aimed at attracting people’s attention to a product.
Tools:
Personal selling
Advertising
Sales promotion
Public Relations (PR)

17. Promotion (cont.) Personal selling:
members of a company’s sales force (salesmen) visit customers and persuade them to buy its products.
(Sales manager - head of the sales force)

18. Promotion (cont.) Advertising:
a means of stimulating demand for a product, and establishing strong brand- loyalty.
Tools:
Traditional
Non-traditional

19. Promotion (cont.) Traditional advertising: TV commercials
open-air hoardings
neon signs
newspaper advertisements
brochures, catalogues
direct marketing (direct mail, telemarketing)

20. Promotion (cont.) Non-traditional advertising: road-shows
product placement (eg. at eye-level)
sponsorships (sports events, concerts)
text messaging (sms’s)
Internet banners,spams

21. Promotion (cont.)
Advertising is successful if customers take a prompt action:
AIDA:
Attention
Interest
Desire
Action

22. Promotion (cont.) Sales promotion:
All the methods encouraging sales of a product by offering extra value for a short time.
Tools:
free gifts (sg given with the product)
special offers (eg. discounts, reduced prices)
free samples, etc.

23. Promotion (cont.) Public Relations (PR):
all the activities aimed at informing people inside and outside a company in order to establish goodwill.
Tools: similar to those of advertising.
But: more emphasis on personal communication.

24. Thank you for your attention.