1. INTRODUCTION TO MARKETING

2. BELL WORK Finish your def’n of marketing Get textbook
Skim through chapter one, write down any unfamiliar bolded terms
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3. H O M E W O R K marketing concept brand management aggregate market
differentiated markets
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4. Introduction to Marketing
BRAINSTORM
What do you think of when you hear the word MARKETING?
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5. What is Marketing?
Marketing is the sum of all the activities involved in planning, pricing, promoting, distributing, and selling of goods and services to satisfy consumers’ needs and wants.
Marketing seeks to discover the needs and wants of prospective customers; and satisfy them.
The key to achieving these two objectives is the idea of exchange: the trade of things of value between buyer and seller so that each is better off after the trade.
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6. Requirements for Marketing to Occur

7. Requirements for Marketing
Two or more parties with unsatisfied needs
I am in need of food, McD is in need of selling food in order to make money
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8. Requirements for Marketing
Desire and ability to satisfy those needs
I want to curb my hunger and have money, McD has food and a way for me to purchase it from them
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9. Requirements for Marketing
A way for the parties to communicate
I watch TV, McD advertises its products on TV
I receive mail, McD sends out coupons
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10. Requirements for Marketing
Something to exchange
I have money, McD has food
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11. HOMEWORK
Read pages 4 to 7 in the textbook and create a chart defining the key terms.
Term
Definition
Examples
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12. The Stuff that gets sold
Goods & Services
The Stuff that gets sold

13. Goods & Services
Read pages 4 to 7 in the textbook and create a chart defining the key terms.
Term
Definition
Examples
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14. Today’s Agenda Hand in Big Box assignment from yesterday
Read pages 2 to 3 quietly
Answer questions 1 and 2
Discussion
Note
Activity - Goods & Services
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15. Goods & Services Key terms: • industrial goods • consumer goods
• raw materials • industrial service
• processed goods • consumer service
• finished goods
When finished, take and complete worksheet, to take up tomorrow.
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16. What’s wrong with the Pointy-Haired Boss’s suggestion?
DILBERT
What’s wrong with the Pointy-Haired Boss’s suggestion?
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17. EVOLUTION OF THE MARKETING CONCEPT

18. Evolution of Marketing
The Production Era (1800s to 1920s)
• production creates demand
• products will sell themselves
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19. 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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20. 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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21. 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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22. Today’s Agenda Read 1.4 quietly MITRW Homework check Activity sheet
Discussion
Note
Activity
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23. MARKETING ACTIVITIES

24. 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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25. Marketing Activities Research conduct surveys gather information
analyse data
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26. Marketing Activities Product Development
create product to satisfy customer’s needs
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27. Marketing Activities Pricing
establish how much to charge for the product based on cost of materials, how much consumer is willing to spend
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28. Marketing Activities Packaging
develop package to attract attention, safely contain product
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29. Marketing Activities Branding
develop a name, trademark, slogan, logo—identity—for the product
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30. Marketing Activities Sales
organize or be involved in the process of getting the product into the consumers’ hands
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31. Marketing Activities Physical Distribution
getting the product from factory to where it is accessible to the consumer
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32. Marketing Activities Inventory Management
calculating how many of each product need to be stocked to satisfy consumers’ needs
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33. Marketing Activities Storage
where will you keep the product between production and retailer?
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34. Marketing Activities Promotion
making consumers aware of your product and its merits
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35. HOMEWORK Read page 18 Answer questions 1 and 2 Read section 1.5 Unit 1
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36. 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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37. CONSUMER AND COMPETITIVE MARKETS

38. Cons & Comp Markets Consumer Market
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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39. 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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40. Cons & Comp Markets Competitive Market
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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41. 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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42. or “The Marketing Mix and the 2 Cs”
The 4 Ps and 2 Cs
or “The Marketing Mix and the 2 Cs”

43. Environ- mental Factors: Uncontrollable regulatory Marketing Mix:
product
social
competitive
price
consumer
place
promotion
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technological
economic

44. The 4 Ps and 2 Cs product price place promotion consumer competition
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45. The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The product is a good, service, idea, or event to satisfy the consumer’s needs.
Examples?
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46. The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The price is what is exchanged for the product, usually money.
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47. The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The place is a means of getting the product into the consumer’s hands.
Examples?
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48. The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
Promotion is the means of communication used by the seller to inform the buyer.
Examples?
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49. The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The consumer is the individual or group of individuals who may use your product.
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50. The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The competition is other firms that could provide a product similar to yours.
Who competes with Nike? Pepsi? McDonalds? Ford?
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51. The Marketing Mix
Worksheet

52. H O M E W O R K Marketing Mix worksheet
Start thinking about 4 Ps and 2 Cs assignment
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53. 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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54. 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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55. The Marketing Mix
Worksheet

56. Today’s Agenda
Read “Marketing Mix gets the taste test”, highlight examples of how 4 Ps are used.
Take up homework (Who Markets?; 4Ps, 2Cs worksheet)
Note
* For test on ?day: Review notes, 1.1, 1.2,
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57. Marketing Strategies

58. 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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59. 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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60. 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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61. Marketing Strategies The Marketing Plan contains:
distribution channels & logistics
promotional and advertising proposal
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62. value = - 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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63. Marketing Strategies Brand 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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64. The Value Equation
Group Activity

65. 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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66. 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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67. 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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68. Marketing Strategies Distribution strategies
PULL: “increase distribution by increasing consumer demand”
focus is on selling the good to the consumer
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69. 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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70. 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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71. H O M E W O R K
Study for test on Monday: Review notes, 1.1, 1.2, Make sure you understand any of the terms you jotted down at the beginning of the unit!
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72. Watch the video, write down examples of the 4 Ps
WARNING!
This video contains extreme eighties hairstyles!
Viewer discretion is advised.
VIDEO: Famous Amos
Watch the video, write down examples of the 4 Ps

73. Today’s Agenda Bell work Take up homework Note Video
* For test on Monday: Review notes, 1.1, 1.2,
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74. BELL WORK
List three items you frequently purchase. Identify the product, price, place(s) where it can be bought, how it is promoted, who the target market (consumer) is, and who provides competition for that product. Be prepared to share one.
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75. HOMEWORK For test on Monday: Review your notes
Reread 1.1, 1.2, 1.4, 1.5, 1.6, 1.7.
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76. Please insert tape for unit 2
End of Unit 1
Please insert tape
for unit 2
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