2. Read to Learn
Define marketing.
Identify the functions of marketing.
List the elements of the marketing mix.

3. Key Concepts
The Basics of Marketing
The Functions of Marketing
The Marketing Mix

4. What are the Basics of Marketing?
To market a product successfully, a company must understand what people want to buy and why they want to buy it.

5. The Basics of Marketing #1
A company must know the market.
In the global marketplace, many countries can make up a market.
market
a group of customers who share common wants and needs

6. The Basics of Marketing #2
Marketing includes studying what people want and designing a product’s packaging.
Knowing what groups of people want and need helps companies decide how and what to sell.
marketing
the process of creating, promoting, and presenting a product or service to meet the wants and needs of consumers

7. What are the Functions of Marketing?
The seven functions of marketing define all the aspects that are part of marketing.

8. Seven Functions of Marketing Marketing information management
Graphic Organizer 1 2
Distribution 7
Selling
Financing
Seven Functions of Marketing
Marketing information management
Promotion 3 6
Product/ service
management
Pricing 5 4

9. Graphic Organizer 1
Distribution is the process of getting goods and services to
customers. Includes purchasing, stock handling, inventory
control, and actually distributing product via planes, trucks,
ships, and trains. Also includes the systems that can track
products so that they can be located at any time. 2
Financing is getting the money that is necessary for setting up
and running a business. Also includes protecting investments
through risk management.

10. Graphic Organizer 3
Marketing information management is gathering and analyzing information about consumers, trends, and competitors’ products 4
Pricing is deciding how much to charge for a product or service so the business can make a profit. 5
Product/service management is obtaining, developing, maintaining, and improving a product or product mix in response to the market.

11. Graphic Organizer 6
Promotion is any effort to inform, persuade, or remind potential customers about a business’s products or services 7
Selling is providing customers with the goods and services they choose to buy. Companies use Relationship Marketing to build and maintain relationships with their customers.

12. What is the Marketing Mix?
The marketing mix consists of four basic marketing strategies.
marketing mix
product, place, price, and promotion, collectively known as the four Ps

13. The Marketing Mix P P P P
Product
Place
Price
Promotion
In recent years, many people have begun to include a fifth P for people because the success of marketing depends on good employees and customers.

14. Marketing Mix - Product
First, marketing is used to find out if there a demand for a product.
Marketing is then concerned with how to make the product appeal to consumers.
Packaging is a major part of marketing and includes the design, color, size and brand name of a product.

15. Marketing Mix -- Product
Establish demand
Make the product appealing
Packaging design
Design
Color
Size
Brand name

16. Marketing Mix - Place
Marketers have to decide how and where customers will buy their goods and services.
Then, marketers have to consider in what kind of location to sell their product.
Example: Where to sell snow shoes? Does the product belong in a large department store or a small boutique?

17. Can be direct or indirect.
Marketing Mix - Place
To make place decisions, marketers select the right channel of distribution.
Can be direct or indirect.
channel of distribution
a pathway to direct products to consumers

18. Distribution decisions affect the price of products.
Marketing Mix - Place
Distribution decisions affect the price of products.
Marketers can use direct distribution or indirect distribution.
direct distribution
when goods or services are sold from the producer directly to the consumer
indirect distribution
when goods or services are sold through one or more intermediaries

19. Questions to Ask When Determining the Price of a Product
Marketing Mix - Price
Questions to Ask When Determining the Price of a Product 1 2 3
Is the price competitive with other products?
How much are customers willing to pay?
Can the company make a profit?

20. A marketer must consider the break-even point.
Marketing Mix - Price
A marketer must consider the break-even point.
break-even point
the point at which total revenues, or sales, equal total costs and expenses of developing and offering a product or service

21. Marketing Mix - Promotion
Promotion involves making customers aware of a product.
Advertising and offering discounts are two popular methods of promotion.
Other methods of promotion include is to offer discounts in the form of coupons, rebates, sales and to give away items.

22. Celebrity Endorsements
Many big companies hire celebrities to endorse what they sell. A celebrity endorsement is public support from a well-known person for a product or services. Companies put celebrities in their TV commercials and print ads.

23. Review – Can You Answer these Questions? What is marketing?
What are the seven functions of marketing?
What are the four elements of the marketing mix?

24. End of