SlideShare a Scribd company logo
1 of 27
Download to read offline
Marketing




Tuesday, July 3, 12
Lesson Objectives	
                State the steps in the marketing process

                list the different marketing activities and explain the purpose of each activity

                understand the differences between goods and services

                explain the importance and use of brands

                explain the importance and use of packaging

                explain how pricing is used to market a product or service

                explain how to promote and advertise a product or service




Tuesday, July 3, 12
What is Marketing exactly?
                A process that involves
                      identifying the needs and wants of chosen
                      customers
                      satisfying these customers’ needs and wants in ways
                      that are better than the competitors




Tuesday, July 3, 12
4-step model of marketing
                             Understand                 Satisfy
                  Identify
                             customers’   Applying    customers
                 potential
                             needs and    the 4Ps    better than
                customers
                               wants                 competitors




Tuesday, July 3, 12
the Marketing Mix
                A marketing plan is a combination of the tools of
                marketing called the marketing mix or the 4Ps
                      Product
                      Price              Product      Price

                      Place
                      Promotion
                                          Place    Promotion




Tuesday, July 3, 12
Product (Goods/Services or both)
                In marketing, a product may include the following

                      Good quality

                      Right features, functions and design

                      Familiar name/ brand

                      Attractive packaging

                      Excellent customer service

                      Support services such as warranty / on-site repair




Tuesday, July 3, 12
Differences between Goods & Services

                                  Goods                             Services

                      Physical things that can be felt        Intangible, can only be
                                 and seen                          experienced
                                                         Provided and experienced at the
                      Usually produced in a factory
                                                                   same time
                         Good produced can be                  Can be customized.
                             standardized                Quality & consistency may differ
                                                                  Uncountable,
                                Countable
                                                            count experience as one
                                                                   experience
                       Own goods after purchase          Cannot own services experienced




Tuesday, July 3, 12
Branding
                Use of a name, term, symbol or design or a
                combination of the four to identify a product
                A brand is a promise by the business to deliver all the
                benefits and values that are linked to the brand




Tuesday, July 3, 12
Brand loyalty
                 If brand meets customers’ needs all the time
                 Customers will be willing to pay higher price for their
                 preferred brand and remain loyal to it




Tuesday, July 3, 12
Importance of branding
                Makes marketing of product more efficient

                Helps customers to clearly recognise a product/ service from their competitors

                help to build customer loyalty

                improve image of business

                easier to introduce new products. Customers are more willing to accept new
                products under the same brand name




Tuesday, July 3, 12
What is packaging?
                The container/ wrapper of a product
                Usually include a label, printed description of the
                product and instructions of use




Tuesday, July 3, 12
Functions of Packaging
                Protects and contains the products/ or include accessories

                Prevents shoplifting

                Saves space and easier to handle

                Promotes image of brand

                Prevents spoilage

                Easier or safer to use




Tuesday, July 3, 12
Support Services
                Services and benefits offered to customers in addition to the product

                      customer rewards programme

                      customer service

                      fast and reliable delivery

                      financing and hire purchase

                      warranty

                      friendly after-sales service

                      product and technical information

                      on-site repair services

                      free installation


Tuesday, July 3, 12
Pricing
                      Refers to the setting of a price for a product

                      Affects revenue of a business

                      Different names for price                How much is it?
                         Rent                                  Ikura Desu Ka?
                         Interest
                                                             Berapa harganya ini?
                                                                 这个多少钱?
                         Room rates
                                                                இது எவ்வளவு
                         Fees

                         Airfares




Tuesday, July 3, 12
How to price (3Cs)
                      Costs
                      Competitors’ prices
                      Customer’s willingness to pay




Tuesday, July 3, 12
Pricing Techniques
                      Product-line pricing
                      Optional product pricing
                      Product-bundle pricing
                      Promotional pricing
                      Odd-even pricing




Tuesday, July 3, 12
Product line pricing
                Setting of different prices for different versions of the same
                product
                Example
                      Airtickets - Priced according to economy, business and first
                      class
                      Ipod - Priced according to disk capacity of gadget




Tuesday, July 3, 12
Optional-product pricing
                Involves setting prices of optional or accessory
                products along with the main product
                      Example
                       Choice of adding toppings to ice cream/ pizza
                       Choice of paying extra for guided tours/ additional
                       meals or hotel upgrades in tour packages




Tuesday, July 3, 12
Product-bundle pricing
                Involves pricing of a few items of related products into
                a bundle and offered at a reduced price
                Example:
                      Set meals at restaurant
                      Sale of desktops/ laptops




Tuesday, July 3, 12
Promotional pricing
                Temporarily pricing below usual listed prices in order to
                increase short-term sales
                Can be in the form of a percentage off, cash discount
                or a quantity discount
                Example:
                      Special discounts during CNY, Christmas.




Tuesday, July 3, 12
Odd-even pricing
                Involves setting of prices below an even amount
                Believed that customers respond better to such prices
                Example:
                      A product sold at $19.95 or $19.99 instead of $20
                      A product sold at $99.99 instead of $100




Tuesday, July 3, 12
Place
                Refers to how the right product gets to the target customers

                Possible location of outlets

                      Neighbourhood town centre

                      Shopping centre in neighbourhood/ city

                Types of outlets

                      Retail shop outlet

                      Pushcart

                      Vending machine




Tuesday, July 3, 12
Location
                  Factors to consider

                      Who are our target customers

                      Who are our competitors in the area

                      Volume of human traffic area has

                      Whether site is centrally located to reach target customers

                      Whether location is easily accessible by public transport




Tuesday, July 3, 12
Promotion
                Refers to telling the target customers the right product
                is available at the right place at the right time and the
                right price
                Purpose is to influence buying attitudes and behavior




Tuesday, July 3, 12
Promotion Techniques
                Refers to methods/ tools to inform customers about
                the 3Ps
                Each technique has its advantages and disadvantages
                Possible to use more than one technique at one time
                (combination of two or more)




Tuesday, July 3, 12
Different types of promotion
          techniques
                Advertising        Public Relations (PR)

                Sales promotion       news

                Personal Selling      websites

                Direct marketing      special events

                                      corporate identity materials

                                      sponsorships




Tuesday, July 3, 12
Lesson Summary	
                State the steps in the marketing process

                list the different marketing activities and explain the purpose of each activity

                understand the differences between goods and services

                explain the importance and use of brands

                explain the importance and use of packaging

                explain how pricing is used to market a product or service

                explain how to promote and advertise a product or service




Tuesday, July 3, 12

More Related Content

What's hot

Chapter 5 Kotler Customer value, Satisfaction and Loyalty
Chapter 5 Kotler Customer value, Satisfaction and LoyaltyChapter 5 Kotler Customer value, Satisfaction and Loyalty
Chapter 5 Kotler Customer value, Satisfaction and Loyaltymarkangelo01
 
Intro to Marketing Strategy
Intro to Marketing StrategyIntro to Marketing Strategy
Intro to Marketing StrategyAyush Sethia
 
Sample Marketing Plan
Sample Marketing PlanSample Marketing Plan
Sample Marketing PlanLee Rendleman
 
How do business buyers make their decision
How do business buyers make their decisionHow do business buyers make their decision
How do business buyers make their decisionSameer Mathur
 
Elements of production planning for good & services
Elements of production planning for good & servicesElements of production planning for good & services
Elements of production planning for good & servicesAugustine P. JOLO
 
Product & service differentiation
Product & service differentiationProduct & service differentiation
Product & service differentiationVishesh Srivastava
 
marketing case study
marketing case studymarketing case study
marketing case studyHaney Patel
 
Chapter 15 Conumer Influence
Chapter 15 Conumer InfluenceChapter 15 Conumer Influence
Chapter 15 Conumer InfluenceAvinash Kumar
 
Business Markets and Business Buyer Behavior
Business Markets and Business Buyer BehaviorBusiness Markets and Business Buyer Behavior
Business Markets and Business Buyer BehaviorMehmet Cihangir
 
Pricing Products: Pricing Considerations and Approaches
Pricing Products:  Pricing  Considerations and ApproachesPricing Products:  Pricing  Considerations and Approaches
Pricing Products: Pricing Considerations and ApproachesMehmet Cihangir
 
Organizational buying-behavior
Organizational buying-behaviorOrganizational buying-behavior
Organizational buying-behaviorAnil Talanki
 
Chapter 9 product - the online offer
Chapter 9   product - the online offerChapter 9   product - the online offer
Chapter 9 product - the online offerDr. Ankit Kesharwani
 
Developing service concepts
Developing service conceptsDeveloping service concepts
Developing service conceptsPrithvi Ghag
 
Pricing objectives by Ahmad Faraz
Pricing objectives by Ahmad FarazPricing objectives by Ahmad Faraz
Pricing objectives by Ahmad FarazAhmad Faraz
 

What's hot (20)

Chapter 5 Kotler Customer value, Satisfaction and Loyalty
Chapter 5 Kotler Customer value, Satisfaction and LoyaltyChapter 5 Kotler Customer value, Satisfaction and Loyalty
Chapter 5 Kotler Customer value, Satisfaction and Loyalty
 
Intro to Marketing Strategy
Intro to Marketing StrategyIntro to Marketing Strategy
Intro to Marketing Strategy
 
Sample Marketing Plan
Sample Marketing PlanSample Marketing Plan
Sample Marketing Plan
 
Questionnaire on sweets
Questionnaire on sweetsQuestionnaire on sweets
Questionnaire on sweets
 
MARKETING-CH8
MARKETING-CH8MARKETING-CH8
MARKETING-CH8
 
Pricing
PricingPricing
Pricing
 
How do business buyers make their decision
How do business buyers make their decisionHow do business buyers make their decision
How do business buyers make their decision
 
Elements of production planning for good & services
Elements of production planning for good & servicesElements of production planning for good & services
Elements of production planning for good & services
 
Pricing
PricingPricing
Pricing
 
Product & service differentiation
Product & service differentiationProduct & service differentiation
Product & service differentiation
 
consumer decision making
consumer decision making  consumer decision making
consumer decision making
 
marketing case study
marketing case studymarketing case study
marketing case study
 
Product line pricing
Product line pricingProduct line pricing
Product line pricing
 
Chapter 15 Conumer Influence
Chapter 15 Conumer InfluenceChapter 15 Conumer Influence
Chapter 15 Conumer Influence
 
Business Markets and Business Buyer Behavior
Business Markets and Business Buyer BehaviorBusiness Markets and Business Buyer Behavior
Business Markets and Business Buyer Behavior
 
Pricing Products: Pricing Considerations and Approaches
Pricing Products:  Pricing  Considerations and ApproachesPricing Products:  Pricing  Considerations and Approaches
Pricing Products: Pricing Considerations and Approaches
 
Organizational buying-behavior
Organizational buying-behaviorOrganizational buying-behavior
Organizational buying-behavior
 
Chapter 9 product - the online offer
Chapter 9   product - the online offerChapter 9   product - the online offer
Chapter 9 product - the online offer
 
Developing service concepts
Developing service conceptsDeveloping service concepts
Developing service concepts
 
Pricing objectives by Ahmad Faraz
Pricing objectives by Ahmad FarazPricing objectives by Ahmad Faraz
Pricing objectives by Ahmad Faraz
 

Similar to Chapter 5- Marketing

How to Think Like A Marketer for Publishers
How to Think Like A Marketer for PublishersHow to Think Like A Marketer for Publishers
How to Think Like A Marketer for PublishersOperative
 
33 Sales Plan
33 Sales Plan33 Sales Plan
33 Sales PlanPAVO
 
Chapter 12 – Setting Product Strategy
Chapter 12 – Setting Product StrategyChapter 12 – Setting Product Strategy
Chapter 12 – Setting Product StrategyMacky Villagarcia
 
Kotler Keller Branding Slides
Kotler Keller Branding SlidesKotler Keller Branding Slides
Kotler Keller Branding SlidesMoises Cielak
 
Power point notes
Power point notesPower point notes
Power point notesbarnhste
 
Product and brand management
Product and brand managementProduct and brand management
Product and brand managementsonia215
 
Product and brand management ppt @ bec doms 2009
Product and brand management ppt @ bec doms 2009Product and brand management ppt @ bec doms 2009
Product and brand management ppt @ bec doms 2009Babasab Patil
 
Product and brand management ppt
Product and brand management pptProduct and brand management ppt
Product and brand management pptMukku Jakkaraiah
 
Unit 7: Specalizing in Sports and Entertainment
Unit 7: Specalizing in Sports and EntertainmentUnit 7: Specalizing in Sports and Entertainment
Unit 7: Specalizing in Sports and Entertainmentbarnhste
 
Chapter 1 brands and brand management
Chapter 1   brands and brand managementChapter 1   brands and brand management
Chapter 1 brands and brand managementgabbsy
 
MARKETING MIX 7 P’s of Marketing.pptx
MARKETING MIX 7 P’s of Marketing.pptxMARKETING MIX 7 P’s of Marketing.pptx
MARKETING MIX 7 P’s of Marketing.pptxmarlonfelizardo3
 

Similar to Chapter 5- Marketing (20)

How to Think Like A Marketer for Publishers
How to Think Like A Marketer for PublishersHow to Think Like A Marketer for Publishers
How to Think Like A Marketer for Publishers
 
33 Sales Plan
33 Sales Plan33 Sales Plan
33 Sales Plan
 
Unit 7
Unit 7Unit 7
Unit 7
 
Souvik
SouvikSouvik
Souvik
 
Chapter 12 – Setting Product Strategy
Chapter 12 – Setting Product StrategyChapter 12 – Setting Product Strategy
Chapter 12 – Setting Product Strategy
 
Kotler Keller Branding Slides
Kotler Keller Branding SlidesKotler Keller Branding Slides
Kotler Keller Branding Slides
 
Chapter 13
Chapter 13Chapter 13
Chapter 13
 
Power point notes
Power point notesPower point notes
Power point notes
 
piecebypiece
piecebypiecepiecebypiece
piecebypiece
 
5 - 8.ppt
5 - 8.ppt5 - 8.ppt
5 - 8.ppt
 
Product and brand management
Product and brand managementProduct and brand management
Product and brand management
 
Principles of marketing.outcome 4
Principles of marketing.outcome 4Principles of marketing.outcome 4
Principles of marketing.outcome 4
 
Product and brand management ppt @ bec doms 2009
Product and brand management ppt @ bec doms 2009Product and brand management ppt @ bec doms 2009
Product and brand management ppt @ bec doms 2009
 
Product
ProductProduct
Product
 
Product and brand management ppt
Product and brand management pptProduct and brand management ppt
Product and brand management ppt
 
86163.ppt
86163.ppt86163.ppt
86163.ppt
 
Unit 7: Specalizing in Sports and Entertainment
Unit 7: Specalizing in Sports and EntertainmentUnit 7: Specalizing in Sports and Entertainment
Unit 7: Specalizing in Sports and Entertainment
 
Chapter 1 brands and brand management
Chapter 1   brands and brand managementChapter 1   brands and brand management
Chapter 1 brands and brand management
 
MARKETING MIX 7 P’s of Marketing.pptx
MARKETING MIX 7 P’s of Marketing.pptxMARKETING MIX 7 P’s of Marketing.pptx
MARKETING MIX 7 P’s of Marketing.pptx
 
Product management
Product managementProduct management
Product management
 

Recently uploaded

Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...raviapr7
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...Nguyen Thanh Tu Collection
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
Education and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxEducation and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxraviapr7
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptxmary850239
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxiammrhaywood
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapitolTechU
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17Celine George
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptxSandy Millin
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 

Recently uploaded (20)

Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
Education and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxEducation and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptx
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptx
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptxAUDIENCE THEORY -- FANDOM -- JENKINS.pptx
AUDIENCE THEORY -- FANDOM -- JENKINS.pptx
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptx
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 

Chapter 5- Marketing

  • 2. Lesson Objectives State the steps in the marketing process list the different marketing activities and explain the purpose of each activity understand the differences between goods and services explain the importance and use of brands explain the importance and use of packaging explain how pricing is used to market a product or service explain how to promote and advertise a product or service Tuesday, July 3, 12
  • 3. What is Marketing exactly? A process that involves identifying the needs and wants of chosen customers satisfying these customers’ needs and wants in ways that are better than the competitors Tuesday, July 3, 12
  • 4. 4-step model of marketing Understand Satisfy Identify customers’ Applying customers potential needs and the 4Ps better than customers wants competitors Tuesday, July 3, 12
  • 5. the Marketing Mix A marketing plan is a combination of the tools of marketing called the marketing mix or the 4Ps Product Price Product Price Place Promotion Place Promotion Tuesday, July 3, 12
  • 6. Product (Goods/Services or both) In marketing, a product may include the following Good quality Right features, functions and design Familiar name/ brand Attractive packaging Excellent customer service Support services such as warranty / on-site repair Tuesday, July 3, 12
  • 7. Differences between Goods & Services Goods Services Physical things that can be felt Intangible, can only be and seen experienced Provided and experienced at the Usually produced in a factory same time Good produced can be Can be customized. standardized Quality & consistency may differ Uncountable, Countable count experience as one experience Own goods after purchase Cannot own services experienced Tuesday, July 3, 12
  • 8. Branding Use of a name, term, symbol or design or a combination of the four to identify a product A brand is a promise by the business to deliver all the benefits and values that are linked to the brand Tuesday, July 3, 12
  • 9. Brand loyalty If brand meets customers’ needs all the time Customers will be willing to pay higher price for their preferred brand and remain loyal to it Tuesday, July 3, 12
  • 10. Importance of branding Makes marketing of product more efficient Helps customers to clearly recognise a product/ service from their competitors help to build customer loyalty improve image of business easier to introduce new products. Customers are more willing to accept new products under the same brand name Tuesday, July 3, 12
  • 11. What is packaging? The container/ wrapper of a product Usually include a label, printed description of the product and instructions of use Tuesday, July 3, 12
  • 12. Functions of Packaging Protects and contains the products/ or include accessories Prevents shoplifting Saves space and easier to handle Promotes image of brand Prevents spoilage Easier or safer to use Tuesday, July 3, 12
  • 13. Support Services Services and benefits offered to customers in addition to the product customer rewards programme customer service fast and reliable delivery financing and hire purchase warranty friendly after-sales service product and technical information on-site repair services free installation Tuesday, July 3, 12
  • 14. Pricing Refers to the setting of a price for a product Affects revenue of a business Different names for price How much is it? Rent Ikura Desu Ka? Interest Berapa harganya ini? 这个多少钱? Room rates இது எவ்வளவு Fees Airfares Tuesday, July 3, 12
  • 15. How to price (3Cs) Costs Competitors’ prices Customer’s willingness to pay Tuesday, July 3, 12
  • 16. Pricing Techniques Product-line pricing Optional product pricing Product-bundle pricing Promotional pricing Odd-even pricing Tuesday, July 3, 12
  • 17. Product line pricing Setting of different prices for different versions of the same product Example Airtickets - Priced according to economy, business and first class Ipod - Priced according to disk capacity of gadget Tuesday, July 3, 12
  • 18. Optional-product pricing Involves setting prices of optional or accessory products along with the main product Example Choice of adding toppings to ice cream/ pizza Choice of paying extra for guided tours/ additional meals or hotel upgrades in tour packages Tuesday, July 3, 12
  • 19. Product-bundle pricing Involves pricing of a few items of related products into a bundle and offered at a reduced price Example: Set meals at restaurant Sale of desktops/ laptops Tuesday, July 3, 12
  • 20. Promotional pricing Temporarily pricing below usual listed prices in order to increase short-term sales Can be in the form of a percentage off, cash discount or a quantity discount Example: Special discounts during CNY, Christmas. Tuesday, July 3, 12
  • 21. Odd-even pricing Involves setting of prices below an even amount Believed that customers respond better to such prices Example: A product sold at $19.95 or $19.99 instead of $20 A product sold at $99.99 instead of $100 Tuesday, July 3, 12
  • 22. Place Refers to how the right product gets to the target customers Possible location of outlets Neighbourhood town centre Shopping centre in neighbourhood/ city Types of outlets Retail shop outlet Pushcart Vending machine Tuesday, July 3, 12
  • 23. Location Factors to consider Who are our target customers Who are our competitors in the area Volume of human traffic area has Whether site is centrally located to reach target customers Whether location is easily accessible by public transport Tuesday, July 3, 12
  • 24. Promotion Refers to telling the target customers the right product is available at the right place at the right time and the right price Purpose is to influence buying attitudes and behavior Tuesday, July 3, 12
  • 25. Promotion Techniques Refers to methods/ tools to inform customers about the 3Ps Each technique has its advantages and disadvantages Possible to use more than one technique at one time (combination of two or more) Tuesday, July 3, 12
  • 26. Different types of promotion techniques Advertising Public Relations (PR) Sales promotion news Personal Selling websites Direct marketing special events corporate identity materials sponsorships Tuesday, July 3, 12
  • 27. Lesson Summary State the steps in the marketing process list the different marketing activities and explain the purpose of each activity understand the differences between goods and services explain the importance and use of brands explain the importance and use of packaging explain how pricing is used to market a product or service explain how to promote and advertise a product or service Tuesday, July 3, 12