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Last Word: Equipment/Inventory & GR 11 due Friday

FrontPage : Think of a commercial you’ve seen that made you want to buy a product. What made it effective?.

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Last Word: Equipment/Inventory & GR 11 due Friday

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  1. FrontPage: Think of a commercial you’ve seen that made you want to buy a product. What made it effective? When artist Jimmy Kuehnle decided to invent an invisible bicycle, man, does he go (almost) all the way. Notice the invisible clothing and invisible helmet. Yes, the cycle is completely transparent, except for the chain and bearings. Constructed of Lexan or "bullet proof glass," the bike exists in a dual reality as sculpture and transportation. Once again the outfit compliments the bicycle sculpture this time as a clear vinyl suit. Citizens of Austin and San Antonio saw all or nothing since the bike and the suit were "invisible." Last Word:Equipment/Inventory & GR 11 due Friday

  2. Chapter 11:Marketinganddistribution

  3. THE CHANGING ROLE OF MARKETING: The Development of Marketing • The sole purpose of marketing is to convince consumers that a certain product or service will add to their utility. • Form utility is converting raw materials into desired/needed products. • Place utility is providing the good/service where the customer wants it to be. • Time utility is providing the good/service at precisely the time the customer wants it. • Ownership utility is providing goods/services that people are pleased to own.

  4. THE CHANGING ROLE OF MARKETING: Market Research • Should be done before the product is made or service is offered • Timing—before, during production (samples), after product/service hits market • Surveys—gather information about who might buy the product • Testing new products—offer the item for sale in a small market before selling it to larger area

  5. THE MARKETING MIX: Product • What good or service should be produced? • What services should be offered with the product? • How should product be packaged? Consider size, design, color, catch phrases and coupons or rebates. • How should product be identified? Consider logos, songs, celebrity endorsements, and packaging. • Additional services may be provided to help make a sale.

  6. THE MARKETING MIX: Price • Determined by law of supply and demand • Price leadership occurs when competing companies sell their products for similar prices. • Selling a new product for a low price to entice people to buy it is called penetration pricing.

  7. THE MARKETING MIX: Place • Where should the product be sold? • Past experience with similar products will help the marketing department make this decision.

  8. THE MARKETING MIX: Promotion • Informing customers about product or service • Type of promotion depends upon the product, the target customer, and amount of money the company wants to spend. • Examples of promotions: direct-mail advertising, free samples, cents-off coupons, and rebates.

  9. THE MARKETING MIX: Product Life Cycle • A series of stages from first introduction to complete withdrawal from the market. • Marketing programs are different for each stage. • Pricing can be different for each stage. • Marketers try to extend the life of product by changing its looks, uses, and the advertising focus.

  10. DISTRIBUTION CHANNELS: Wholesalers and Retailers • Wholesalerssell goods to retailers, not to consumers. • Retailerssell goods directly to the public. • Full service wholesalers warehouse goods and deliver them after retailers pay for them. • Drop shippers are wholesalers that buy the goods under the condition that the producer will store and ship the goods after the wholesaler has sold them. • A cash-and-carry wholesalersells merchandise, but buyer must pay shipping. • A truck wholesalersells and delivers at the same time.

  11. DISTRIBUTION CHANNELS: Storage and Transportation • Storing goods for future sales • Moving goods from producers and/or sellers to buyers • The type, size, weight of the good and how fast it is needed factor into storage and transportation.

  12. DISTRIBUTION CHANNELS: Distribution Channels • Warehouse club shopping lets people buy a limited number of models and brands in huge quantities so the warehouse will get favorable prices from manufacturers. • Direct marketing is done through catalogs, the Internet, and “space ads.”

  13. Persuasive techniques • Pathos – appeal to emotion • Logos – appeal to logic or reason (the facts) • Ethos – appeal to credibility or character • More specific techniques • Avantgarde • “Special” words • Weasel words, Buzz words • Magic ingredients • Patriotism • Transfer • Plain folks • Snob appeal • Bribery • Bandwagon • Testimonial

  14. Examples – what elements can you identify? • VW Force Ad: http://www.youtube.com/watch?v=R55e-uHQna0 • State Farm Aaron Rogers Ad: http://www.youtube.com/watch?v=j9Rv7czl9cU • Allstate Mayhem Ad: http://www.youtube.com/watch?v=EA1tQ_SF4-8&feature=related • Snickers Betty White Ad: http://www.youtube.com/watch?v=c4WorCP_D9s • Geico Caveman Ad: http://www.youtube.com/watch?v=0trj6jCsm6E&playnext=1&list=PL54009BDBDE3A8C8D&feature=results_video • Lego Build Together Ad: http://www.youtube.com/watch?v=EI_RT00DXaU

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