marketing
Post on 20-Aug-2015
6.250 Views
Preview:
TRANSCRIPT
Back to Table of Contents
pp. 196-209
Chapter 13 Marketing in Today’s World
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 2 of 42
Learning ObjectivesLearning ObjectivesAfter completing this chapter, you’ll be After completing this chapter, you’ll be able to:able to:
1.1. ListList the functions of marketing.
2.2. IdentifyIdentify the importance of market research.
continued
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 3 of 42
Learning ObjectivesLearning ObjectivesAfter completing this chapter, you’ll be After completing this chapter, you’ll be able to:able to:
3.3. Explain Explain how channels of distribution work.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 4 of 42
Why It’s ImportantWhy It’s Important
Effective marketing puts the products in the hands of its targeted customers.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 5 of 42
Key WordsKey Words
marketmarketingmarketing concepttarget marketingrelationship marketingmarketing mixbreak-even point continued
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 6 of 42
Key WordsKey Words
market researchdemographicschannel of distributiondirect distributionindirect distributionwholesalerretailer
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 7 of 42
Basics of Marketing Basics of Marketing A market is a group of customers who share common wants and needs, and who have the ability to purchase a particular product.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 8 of 42
Figure13.1 U.S GAME CONSOLE MARKET
Fun and Games. A market can be described as the people who are potential customers of a product, as well as by the classification of a product in a category.Which company that makes game consoles interests you most? What does the company do to grab your attention?
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 9 of 42
Basics of Marketing Basics of Marketing Marketing is the process of creating, promoting, and presenting a product to meet the wants and needs of consumers.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 10 of 42
Basics of Marketing Basics of Marketing Businesses want you to buy their product so they perform detailed research on markets to find and analyze potential customers in their market. This is called target marketing.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 11 of 42
Functions of Marketing Functions of Marketing The seven functions of marketing are:
• Distribution • Financing • Marketing information management • Pricing
continued
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 12 of 42
Functions of Marketing Functions of Marketing
• Product/service management • Promotion • Selling
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 13 of 42
Graphic OrganizerMarketing FunctionsMarketing Functions
Graphic OrganizerGraphic Organizer
FinancingPricingMarket-Information ManagementProduct/Service ManagementPromotionDistributionSelling
ProducersProducers ConsumersConsumers
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 14 of 42
Functions of Marketing Functions of Marketing A popular trend in today’s marketing world is relationship marketing.
Companies use this strategy to build customer relations.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 15 of 42
Marketing Mix Marketing Mix The four elements of marketing—product, place, price, and promotion—are called the marketing mix, or the four Ps.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 16 of 42
Product Product Marketing is used first to find out if there is a demand for a product.
Then it is concerned with how to present a product to the customer to make it as appealing as possible.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 17 of 42
Place Place One of the first things marketers have to consider is where to sell a product.
Then marketers have to consider in what kind of location to sell their product.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 18 of 42
Place Place The placement of the product in a store is important.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 19 of 42
Price Price To determine the price of a product a marketer considers three questions: 1. How much are customers willing to
pay? 2. Is the price competitive with other
products?3. Can the company make a profit?
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 20 of 42
Price Price The break-even point is the amount of money a company has to make on a product to pay for its costs.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 21 of 42
Promotion Promotion Promotion consists of making customers aware of a product.
The most familiar form of promotion is advertising.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 22 of 42
Promotion Promotion Some marketers offer discounts in the form of coupons, rebates, and sales.
Another way companies promote their products is through public relations, or publicity.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 23 of 42
Fast Review
1. What is marketing?
2. What are a few functions of marketing?
3. Name the marketing mix, or the four Ps.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 24 of 42
Market Research Market Research Companies do market research to gather and study information about consumers to determine what kinds of goods and services to produce.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 25 of 42
Market Research Market Research Demographics are facts about the population in terms of age, gender, location, income, and education.
Once marketers know the demo-graphics of a market, they can develop products for it.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 26 of 42
Product Development Product Development A company’s ability to create a new product or a slight variation of an already successful one is important to increasing sales.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 27 of 42
Product Development Product Development The seven steps for developing a new product are:
1. Generating ideas 2. Screening ideas 3. Developing a business proposal
continued
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 28 of 42
Product Development Product Development
4. Developing the product 5. Test marketing the product 6. Introducing the product 7. Evaluating customer acceptance
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 29 of 42
Figure13.2 MARKETING RESEARCH REVENUES BY INDUSTRY GROUPS
Client industry groups for marketing research spend over $3 billion annually.
Why does the government spend money on marketing research?
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 30 of 42
Fast Review
1. What’s the purpose of market research?
2. Name the seven steps in developing a new product.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 31 of 42
Channels of Distribution Channels of Distribution A channel of distribution is a particular way to direct products to consumers.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 32 of 42
Channels of Distribution Channels of Distribution Direct distribution occurs when the goods or services are sold from the producer directly to the customer.
Indirect distribution involves one or more intermediaries.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 33 of 42
Channels of Distribution Channels of Distribution The biggest impact distribution has on marketing is how it affects the price of products.
Each time a product goes through another channel of distribution, the cost of marketing increases.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 34 of 42
Channel MembersChannel MembersMoving the product from manufacturer to the final user is an intermediary, or a go-between.
Intermediaries include distributors, wholesalers, retailers, and even the Internet.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 35 of 42
Channel MembersChannel MembersA distributor represents a single manufacturer in a geographic area.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 36 of 42
Channel MembersChannel MembersA wholesaler receives large shipments of products from many different producers.
Wholesalers break the shipments into smaller batches for resale.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 37 of 42
Channel MembersChannel MembersA retailer sells goods directly to the customer.
This is the final stop in the channel of distribution.
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 38 of 42
Fast Review
1. Channels of distribution are classified in which two ways?
2. How does distribution affect the prices of products?
3. What are the major types of intermediaries?
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 39 of 42
Name some qualities about the teen market. What do you want and need?
continued
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 40 of 42
Describe the marketing mix of a skateboard park.
continued
ChapteChapterr
1313
Introduction to Business, Marketing in Today’s World Slide 41 of 42
Do you show product loyalty? If so, what brands are you loyal to? Why?
Back to Table of Contents
pp. 196-209
End ofChapter 13 Marketing in Today’s World
top related