Marketing Foundations What is Marketing? What is the goal of Marketing? Definition of Marketing: • dynamic activities that focus on the customer to generate a profitable exchange Goal of Marketing: • Meet customers’ needs and wants with products that customers can and will buy Functions of Marketing • Marketing consists of hundreds of activities • Activities are organized around the customer • Activities are organized around the 4 Ps: • Product, price, place, and promotion • Another way to organize activities is by function Distribution activities involved in getting products from producers to consumers examples........ • transporting • storing • finding sources • timely transporting • transferring ownership Product/Service Management developing products • new products • improving an old product • deciding what products to carry in a store Financing act of providing funds for business activities, making purchases or investing. • Financial institutions and banks are in the business of financing as they provide capital to businesses, consumers and investors to help them achieve their goals. • Getting investors • Making revenue $$$$$ Pricing Setting prices for products/services that you sell • Deciding what to sell a product/service for • Changing the price up or down Marketing-Information Management MIM • marketing research • gathers, analyzes, and distributes information about markets, competition, and customers • one of the main ways a business learns what customers want • surveys, meeting with customers Market Planning • identifying target market • segmenting the market • determine strategies based on target market • conduct market analysis • develop marketing plan Promotion nonpersonal communication with customers to influence them to purchase products • • • • Advertising Public relations Sales promotion Publicity Selling personal communications with customers • helping customers in a store • making sales presentations • answering questions on phone • demonstrating how product works • question customers Who does this??? Think about the place where you work, your school store, or another business you know. Who performs each of these 7 marketing functions? Work with your neighbor to: • List the name of the business • List the 7 functions and who at that business would perform that function (position of person, not personal name)