Marketing
Overall Aim of Marketing:
identify, anticipate &
satisfy consumer wants
and needs - profitably
Aim of Marketing (continued):
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Identify – using market research, following
trends
Anticipate – Finding the “Next Big Thing”, what
is important to consumers, what they are willing
to pay, creating new products
Satisfy – selling products and services that fit
their wants and needs, quality products,
customer service, warranty, creating brand
loyalty
Profitably – use the least expensive marketing
tools to reach the most people in your target
market
The Marketing Mix - the 4Ps and 2Cs
These elements MUST work together for the best marketing strategy:
Target
Customer
Competition
The Marketing Mix
The 4 P’s and 2 C’s
Product – developing new or
changing existing products
e.g. New flavour of Coca-Cola
The Marketing Mix
The 4 P’s and 2 C’s
Promotion – promoting and selling
products
e.g. TV, internet ads, viral marketing,
contests, sales
The Marketing Mix
The 4 P’s and 2 C’s
Price – determining what price
they want to sell it for AND how
much the customer is willing to
pay for it!
e.g. price the same as other drinks or
lower?
The Marketing Mix
The 4 P’s and 2 C’s
Place (Distribution) – figuring out
how to get the product to the
customer and where it should be
sold
E.g. store, vending machines, events
The Marketing Mix
The 4 P’s MUST be focused on:
Customers (target market) –
satisfying what customers want/need,
always keeping an eye on how they are
changing
Competitors – analyzing what the
competition is doing at all times
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