INTRODUCTION TO
MARKETING
BELL WORK
1. Finish your def’n of marketing
2. Get textbook
3. Skim through chapter one,
write down any unfamiliar
bolded terms
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HOMEWORK
marketing concept
brand management
aggregate market
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differentiated markets
Introduction to Marketing
BRAINSTORM
What do you think of when
you hear the word
MARKETING?
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What is Marketing?
Marketing is the sum of all the
activities involved in planning,
pricing, promoting, distributing,
and selling of goods and
services to satisfy consumers’
needs and wants.
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Requirements for
Marketing to Occur
Requirements for Marketing
Two or more parties with
unsatisfied needs
• I am in need of food, McD is in
need of selling food in order to
make money
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Requirements for Marketing
Desire and ability to satisfy
those needs
• I want to curb my hunger and
have money, McD has food
and a way for me to purchase
it from them
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Requirements for Marketing
A way for the parties to
communicate
• I watch TV, McD advertises its
products on TV
• I receive mail, McD sends out
coupons
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Requirements for Marketing
Something to exchange
• I have money, McD has food
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HOMEWORK
Read pages 4 to 7 in the textbook
and create a chart defining the
key terms.
Term
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Definition
Examples
Goods & Services
The Stuff that gets sold
Goods & Services
Read pages 4 to 7 in the textbook
and create a chart defining the
key terms.
Term
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Definition
Examples
Today’s Agenda
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Hand in Big Box assignment from
yesterday
1. Read pages 2 to 3 quietly
2. Answer questions 1 and 2
3. Discussion
4. Note
5. Activity - Goods & Services
Goods & Services
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Key terms:
• industrial goods
• consumer goods
• raw materials
• industrial service
• processed goods • consumer service
• finished goods
When finished, take and complete
worksheet, to take up tomorrow.
EVOLUTION OF THE
MARKETING CONCEPT
Evolution of Marketing
The Production Era (1800s to 1920s)
• production creates demand
• products will sell themselves
TUIT
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TUIT
TUIT
Evolution of Marketing
The Sales Era (1920s to 1960s)
• production is greater than
demand
• hire salespeople to find new
markets and consumers
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TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
TUIT
Evolution of Marketing
The Marketing Concept Era
(1960s to 1980s)
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• strive to achieve organization’s
goals and satisfy consumer
needs
• marketing is integrated into
each phase of business starting
before production
Evolution of Marketing
The Marketing Orientation
Era
(1980s to today)
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• continuously collect information
about consumers’ needs,
competitors
• share this information with other
departments and use it to create
consumer value
Today’s Agenda
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1.
2.
3.
4.
5.
6.
7.
Read 1.4 quietly
MITRW
Homework check
Activity sheet
Discussion
Note
Activity
MARKETING ACTIVITIES
Marketing Activities
Summarize the ten marketing
activities and indiciate which
high school courses (besides
marketing) which you would
take if you wanted to get into
that field.
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Marketing Activities
Research
• conduct surveys
• gather information
• analyse data
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Marketing Activities
Product Development
• create product to satisfy
customer’s needs
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Marketing Activities
Pricing
• establish how much to charge
for the product based on cost
of materials, how much
consumer is willing to spend
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Marketing Activities
Packaging
• develop package to attract
attention, safely contain
product
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Marketing Activities
Branding
• develop a name, trademark,
slogan, logo—identity—for the
product
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Marketing Activities
Sales
• organize or be involved in the
process of getting the product
into the consumers’ hands
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Marketing Activities
Physical Distribution
• getting the product from
factory to where it is accessible
to the consumer
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Marketing Activities
Inventory Management
• calculating how many of each
product need to be stocked to
satisfy consumers’ needs
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Marketing Activities
Storage
• where will you keep the
product between production
and retailer?
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Marketing Activities
Promotion
• making consumers aware of
your product and its merits
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HOMEWORK
Read page 18
Answer questions 1 and 2
Read section 1.5
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Today’s Agenda
1. Take up homework
2. Based on pg. 18, define
nonprofit and not-for-profit
organizations, what are the
differences between the two?
3. Note
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CONSUMER AND
COMPETITIVE MARKETS
Cons & Comp Markets
Consumer Market
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• the group you try to attract:
target market
• everybody: aggregate
market
• usually a smaller group,
differentiated market based
on age, gender, etc.
Cons & Comp Markets
A target market is a group of
potential customers to whom a
company directs its marketing
program
•EXAMPLES: teens, parents,
seniors, extremely wealthy, etc.
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Cons & Comp Markets
Competitive Market
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• all products and services that
compete for consumers’ money
within a category
• can be broad (toys)
• can be narrow (diet colas)
• unrelated (entertainment)
Cons & Comp Markets
A product’s marketing efforts
try to influence the consumer’s
decision towards spending
money on that specific product.
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The 4 Ps and 2 Cs
or “The Marketing Mix and
the 2 Cs”
regulatory
product
price consumer place
Marketing
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1
Controllable
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Factors
promotion
Environmental Factors:
Uncontrollable
The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
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The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The product is a good,
service, idea, or event to
satisfy the consumer’s
needs.
Examples?
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The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
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The price is what is
exchanged for the product,
usually money.
The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The place is a means of
getting the product into the
consumer’s hands.
Examples?
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The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
Promotion is the means of
communication used by the
seller to inform the buyer.
Examples?
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The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
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The consumer is the
individual or group of
individuals who may use
your product.
The 4 Ps and 2 Cs
product
price
place
promotion
consumer
competition
The competition is other
firms that could provide a
product similar to yours.
Who competes with Nike? Pepsi?
McDonalds? Ford?
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The Marketing Mix
Worksheet
HOMEWORK
1. Marketing Mix worksheet
2. Start thinking about 4 Ps
and 2 Cs assignment
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Today’s Agenda
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1. Marketing Mix worksheet
2. Read “Future Shop”, page 20,
answer questions
3. Group activity & discussion
4. Note
5. Work on assignment due
Friday
Information Technology
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Read “Future Shop” on page 20,
answer questions.
At your table, compare answers to
#1, list 3 advantages (benefits)
and 3 disadvantages (costs).
 What can Future Shop do to
capitalize on the advantages or
downplay the disadvantages?
Compare your answers to #2
The Marketing Mix
Worksheet
Marketing Strategies
Marketing Strategies
A strategy is a method to carry
out an action plan to reach a goal.
A marketing strategy explains
how a company will carry out the
marketing plan, its goals, and the
marketing mix formula to achieve
those goals.
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Marketing Strategies
The Marketing Plan contains:
• a section outlining marketing
goals of the business
• target market(s)
• a list of as many competitors
as possible
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Marketing Strategies
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The Marketing Plan contains:
• a research section, with a plan
for gathering and analysing
info
• how the product will be
positioned, with rationale
• pricing strategy
Marketing Strategies
The Marketing Plan contains:
• distribution channels & logistics
• promotional and advertising
proposal
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Marketing Strategies
Brand strategies
The primary goal is to
communicate the value of a
product or service to the
consumer.
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value
perceived
perceived
=
benefit
cost
Marketing Strategies
Brand strategies
see example on page 26
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It attempts to position the product
or service by creating a positive
value equation in the consumer’s
mind.
The Value Equation
Group Activity
Marketing Strategies
Distribution strategies
Focus on the best way to
deliver a product/service to the
target market.
MANUFACTURER
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RETAILER
CONSUMER
Marketing Strategies
Distribution strategies
• PUSH: “If the product is out
there where people will see it,
they will buy it.”
•focus on selling the good to the
retailer, importer or wholesaler
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Marketing Strategies
Distribution strategies
•incentives, promotions, product
display case offered in exchange
for product placement
•The manufacturer needs to push
the product through the chain
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Marketing Strategies
Distribution strategies
• PULL: “increase distribution by
increasing consumer demand”
•focus is on selling the good to
the consumer
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Marketing Strategies
Distribution strategies
•convince consumers that they
need the product, and that
specific brand
•requires a strong advertising and
promotions campaign
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Marketing Strategies
Distribution strategies
The pull strategy is difficult to
use alone, the push strategy
can be. Most strategies use a
combination of the two.
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HOMEWORK
1. Study for test on
Monday: Review notes,
1.1, 1.2, 1.4-7.
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Make sure you understand
any of the terms you jotted
down at the beginning of
the unit!
WARNING!
This video contains extreme eighties hairstyles!
Viewer discretion is advised.
VIDEO: Famous Amos
Watch the video, write
down examples of the 4 Ps
Today’s Agenda
1.
2.
3.
4.
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Bell work
Take up homework
Note
Video
* For test on Monday: Review
notes, 1.1, 1.2, 1.4-7.
BELL WORK
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List three items you frequently
purchase. Identify the product,
price, place(s) where it can be
bought, how it is promoted, who
the target market (consumer) is,
and who provides competition
for that product. Be prepared to
share one.
HOMEWORK
For test on Monday:
Review your notes
Reread 1.1, 1.2, 1.4, 1.5, 1.6, 1.7.
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End of Unit 1
Please insert tape
for unit 2
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