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Unit 10

Unit 10. Marketing. The Marketing Mix. In this part, you’ll. Learn about the “4Ps” and “4Cs” of marketing. Look at some familiar products and how they are marketed Promote a product with what you learned about marketing. What are “4Ps”?. “4Ps”. Product

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Unit 10

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  1. Unit 10

  2. Marketing

  3. The Marketing Mix

  4. In this part, you’ll • Learn about the “4Ps” and “4Cs” of marketing. • Look at some familiar products and how they are marketed • Promote a product with what you learned about marketing

  5. What are “4Ps”?

  6. “4Ps” • Product • Price • Place • Promotion

  7. Product: the goods or the service that you are marketing

  8. It includes: • image • design • quality • reliability • features and benefits

  9. Features and benefits make the product unlike any of the competing products.

  10. Price: • making it easy for the customer to buy the product

  11. Price: • The product must be priced so that it competes effectively with rival products in the same market • Lower price, better marketing ?

  12. Place: getting the product to the customer

  13. Place: Various channels of distribution: • Producer ---- end-users • Producer ---- retailers ---- end-users • Producer ---- wholesalers/ agents ---- retailers ---- end-users • Producer ---- Wholesalers ---- directly to end-users • Producer ---- multiple store group/department stores/ mail order houses ---- end-users • Producer---- market ---- wholesalers ---- retailers ---- end-users

  14. Promotion present the product to customers through advertising • Packaging and presentation • Image • Brand name • Advertising and slogans

  15. Packaging and presentation of the product Image Brand name Advertising and slogans Brochures Literature Price lists After-sales service and training Trade fair Public relations Publicity Personal selling Promotion involves:

  16. TV commercials Newspaper ads Magazine ads Posters Placing special promotional displays in community, in the department store or in the supermarket Gift coupons Presents Lottery bonus Sponsoring festivals Bankrolling concert tours Advertising:

  17. What is “USP”? USP: Unique selling proposition features and benefits

  18. “4Cs” • Customer • Communication • Convenience • Cost

  19. Customer What do customers need? What do customers want?

  20. Communication • How to communicate with customers? AIDA

  21. AIDA • How to attract the attention of potential customers? • How to arouse interest in the product? • How to create a desire for its benefits? • How to encourage customers to take prompt action?

  22. Convenience • In which channel of distribution can the customers get what they want?

  23. Cost • How to make the marketing cost-effective?

  24. “4Ps”& “4Cs” • “4Ps”: Product-oriented • “4Cs”: Customer-oriented

  25. Part Two How is a product marketed?

  26. In this part, you’ll • Review the concept of the “4Ps” and “4Cs” of marketing. • Look at some familiar products and how they are marketed • Promote a product with what you learned about marketing

  27. McDonald’s Mcdonalds Hong Kong Homepage

  28. What kind of promotion that McDonald’s takes is the most impressive to you?

  29. Its TV commercial • McDonald’s song • All kinds of coupons • Kids dancing and playing games in McDonald’s

  30. How do you think of its product?

  31. In which channel of distribution does it get its product to the customers?

  32. How do you think of its price?

  33. How about its promotion?

  34. Packaging and presentation of the product Image Brand name Advertising and slogans Brochures Literature Price lists After-sales service and training Trade fair Public relations Publicity Personal selling Promotion involves:

  35. Part Three A special task for a special day!

  36. Some questions you may follow: • What is a good brand name for a moon cake? • How to highlight the features and benefits of our moon cake? • How shall we do advertising? How to attract customers? -- newspaper ads? -- a promotional display in the supermarket? -- coupon?

  37. THE END

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