1. What is Marketing? A quick introduction David Jobber: ‘The achievement of corporate goals through meeting and exceeding customer needs better than the competition’

2. The Marketing Mix Referred to as the 4 ‘P’s: Product Price Promotion Place Decisions about these are based on the results of market research

3. Product The right product for the customer Must provide real BENEFITS for the customer Or solve the customer’s problem Kotler: ‘Successful companies add benefits to their offering that not only satisfy customers but also surprise and delight them.’

4. Products can be: Goods (Durable and Non-Durable) Services Ideas, Information Experiences Places Properties Organisations Even PEOPLE!!

5. Price The right price A price which reflects the customer’s willingness and ability to pay A price which ensures the customer feels s/he has obtained real value A price that ensures company profitability

6. Place Getting the product to the customer: In the right place At the right time e.g. Shelves fully stocked, convenient opening times

7. How do you apply this to a service? Think… Barclays EasyJet Tesco All are Services

8. Service Process Make it easy for the customer to buy and use the service e.g. Direct Line Insurance - no forms, no fuss Tesco - no queues at checkouts P&O ferries - fast loading and unloading

9. Promotion Ensuring that advertising, sales and other promotions communicate the REAL BENEFITS of the product to the customer

10. Promotion for Services The essential tools for the job which back up many products e.g. The bank’s buildings The courier’s vans – think DHL The airline’s aircraft – think EasyJet The hairdresser’s salon decor etc

11. Promotion for Services There are also peripherals or ‘little extras’ that remind the customer of the service e.g. The bank cheque books The RAC/AA membership card