1 / 88

MARKETING

MARKETING. WHAT IS MARKETING?. The process of creating, promoting, and presenting a product to meet the wants and needs of consumers. HOW DO COMPANIES KNOW WHICH GROUP OF PEOPLE TO TARGET THEIR PRODUCT TO?. They do detailed research on potential customers. This research is called

dereklanham
Download Presentation

MARKETING

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MARKETING

  2. WHAT IS MARKETING? The process of creating, promoting, and presenting a product to meet the wants and needs of consumers.

  3. HOW DO COMPANIES KNOW WHICH GROUP OF PEOPLE TO TARGET THEIR PRODUCT TO? They do detailed research on potential customers. This research is called TARGET MARKETING.

  4. Target Marketing is used by companies to help:(1) find potential customers for a product already created and (2) analyze the customers to create advertising that will influence them.

  5. There are many careers that involve marketing, i.e. Market Researcher Average Earnings $60,260 Market researchers collect, analyze and interpret data on consumer preferences and public attitudes towards issues.

  6. Promotions ManagerAverage Earnings $62,260 Promotions managers are commonly found at radio stations. At small stations, like college radio stations, they may handle all the station publicity, publish the programming guides and manage the giveaways. At larger stations, they handle promotions on a much larger scale, but they may have assistants and writers who support their efforts.

  7. Customer Service RepAverage Earnings $24,960 A customer service representative is a vital link between the customer and the company or organization. Many don’t work in stores or for companies and can be very stressful at times.

  8. Marketing involves more than just creating advertisements or researching consumer demographics.*************Before a product is sold, companies have to consider several questions. These questions involve the four elements of marketing which is known as theMARKETING MIX

  9. THE MARKETING MIXaka(The Four P’s of Marketing) • Product • Place • Price • Promotion

  10. PRODUCT • The first process involved in marketing is deciding whether or not there is a demand for a product. • If there is a demand for the product, marketers have to decide how to package the product and present the product in the most appealing way.

  11. MARKET RESEARCH Market research is the process of gathering and studying information about the buying habits of consumers to determine WHAT GOODS AND SERVICES TO PRODUCE.

  12. Market Research involves analyzing facts about consumers. These facts include age, gender, location, income, and education. This information is called DEMOGRAPHICS.

  13. If Hollister wanted to design and sell a new product, they would first decide what group of people they want to design a product for by evaluating the demographics of their consumers.       Which demographic are these products aimed at?

  14. Before producers decided exactly what to design and sell, they would gather focus groups together to get their opinion. FOCUS GROUPS are a group of people gathered together to answer questions and offer their opinions about a product. If a company wanted teenager’s opinions they would have a focus group full of teens.

  15. The Merchants of Cool • http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/

  16. Participating in a focus group may go something like this:

  17. Which design would be more popular? Hoodie Jacket

  18. Which design would be more popular? T Shirt Dressy Top

  19. Which design would be more popular? Long Sleeved Blouse Long Sleeved T Shirt

  20. Which design would be more popular? Plain T Shirt Design on T Shirt

  21. Which design would be more popular? Solid Color Polo Shirt Striped Polo Shirt

  22. Which design would be more popular? Scoop Neck Straight Neck

  23. Which design would be more popular? Tie No Tie

  24. Which design would be more popular? Camo Shorts Plaid Shorts

  25. Which design would be more popular? Pants Shorts

  26. Which design would be more popular? Dark Jeans Light Jeans

  27. Which design would be more popular? Jeans with holes No Holes in Jeans

  28. Which design would be more popular? Wide Leg Jeans Skinny Jeans

  29. Which design would be more popular? Necklace Scarf

  30. Which design would be more popular? Baseball Hat Beanie

  31. Which design would be more popular? New Hat Worn Hat

  32. Which design would be more popular? Casual Flip Flops Leather Flip Flops

  33. Which design would be more popular? High Heels Flats

  34. Which design would be more popular? Skater Shoes Basketball Shoes

  35. Which design would be more popular? Sandals Sneakers

  36. What’s After Market Research & Designing a Product? (Well, it’s back to the Marketing Mix or the 4 P’s of Marketing.) • Product • Place • Price • Promotion

  37. PLACE After a company decides on a product they want to sell, they have to decide where they want to sell it, i.e. • Would you sell snowshoes in Hawaii or Alaska? • Would you sell lawn mowers in the Sahara Desert or in Utah?

  38. PLACE(cont.) Once companies decide where to sell their product they have to decide how to get their product to the consumers. This is called a CHANNEL OF DISTRIBUTION. Companies make a product in a factory somewhere, but how do they get it from the factory to the consumer?

  39. TWO TYPES OF CHANNELS OF DISTRIBUTION • Direct Distribution: When goods are sold directly from the producer/manufacturer to the customer. • Indirect Distribution: When goods are sent to intermediaries before getting to the customer.

  40. Intermediaries Intermediaries are people who help distribute the product to the consumers. There are several different kinds of intermediaries but we are going to focus on three types.

  41. 3 Types of Intermediaries • Manufactures/ Producers 2. Wholesalers • Retailers

  42. Manufactures/Producersvia the Internet Manufactures/Producers sometimes decide to sell the product they produce themselves. This usually doesn’t involve an Intermediary except when the Manufacturer/Producer uses the Internet to help get the product to the consumers. The Internet then becomes the Intermediary.

  43. It can save the consumer money to buy a product off the Internet.***************However, sometimes it is costly for a company to hire people to take Internet orders, ship products, collect money, etc. ***************So instead they hire someone else to get their product to the consumer. The people they hire are called Wholesalers.

  44. Wholesalers Receive large shipments of products from many producers/manufacturers. They divide the shipment up and send the products to stores/retailers so they can sell the products.

  45. Retailers Sell goods directly to the public like grocery stores or department stores. Retailers can get goods from either the producers/manufacturers or from wholesalers.

  46. Intermediary Activity

  47. Which Place Would Be Best? • Welcome to Newtown. It sits 25 miles from Commerce Town, 10 miles away from Friesner Airport, and 35 miles away from Poshbury. • Floor-Mart are considering where to put their new store. Their store will sell groceries and provisions 24 hours a day (at a premium price of course). They have three options, each one is considered on the next slides. You need to recommend a place for the position of the new store.

  48. Here is a map of the area……

More Related