Marketing in
Today’s World
CHAPTER 13
BRAINSTORM
Why were you able
recall the name of
these companies
based solely on the
corporate logo?
Marketing Essentials
Chapter 13.1
The Basics of Marketing
›  Market
›  Marketing
The Functions of Marketing
1.
2.
3.
4.
5.
6.
7.
Distribution
Financing
Marketing Information Management
Pricing
Product/Service Management
Promotion
Selling
The Marketing Mix
›  Create
the graphic organizer in your
notes as shown on the board.
›  Product
›  Price
›  Place
›  Promotion
Product
›  Demand
›  Appeal
to customers
›  Design,
color, size, brand name, etc.
Place
›  Channel
›  Direct
of distribution
distribution
›  Indirect
distribution
Price
›  Break-even
›  How
point
much are customers willing to pay?
›  Is the price competitive with other
products?
›  Can the company make a profit?
Promotion
›  INCLUDES
›  Product
›  Billions
advertising
awareness
of dollars spent
In your notes, create a marketing
mix for the product below.
Facebook Example
PRODUCT
›  Social
›  Allows
media networking site
user to share photos, messages,
and personal information
Facebook Example
PLACE
›  Internet
›  Any
device that allows online access
Facebook Example
PRICE
›  Free
for individual users
›  Companies
must pay for advertising to
individual users
Facebook Example
PROMOTION
›  Word
of mouth
›  Icons/links
on business websites
In your notes, create a marketing
mix for the product below.
Oreo Example
PRODUCT
›  Cookie
›  Always
›  Iconic
shown with milk
blue packaging
Oreo Example
PLACE
›  Stores
›  Vending
machines
Oreo Example
PRICE
›  Price
varies on size and product
›  Family
pack, regular, or individual servings
Oreo Example
PROMOTION
›  TV
commercials
›  Co
branding
›  Interactive
website
In your notes, create a marketing
mix for the product below.
Most Recent Home Game
Warriors Game Example
PRODUCT
›  Sporting
Event (Basketball)
›  Sunday,
March 7th– Orlando, Magic
›  Entertainment
and fun
Warriors Game Example
PLACE
›  Oracle
Arena
›  Oakland,
›  Sports
CA
TV Channels
Warriors Game Example
PRICE
›  Price
will vary based on location while
watching the event
›  At
home (little expense), at the game –
will vary based on location in the arena
(more expensive than at home, need a
ticket)
Warriors Game Example
PROMOTION
›  TV
commercials
›  Billboards
›  Interactive
›  Google
›  Radio
website
Market Research and
Product Development
Chapter 13.2
Market Research
›  The
gathering and analysis of information
on the size, location, and makeup of a
market.
›  Market
concept – determining the wants
and needs of customers and providing
them more efficiently and effectively than
competitors.
Information About Consumers
›  Demographics
›  Target
Marketing
›  Market
Segmentation
7 Steps of Product
Development
1.
2.
3.
4.
5.
6.
7.
Generate Ideas
Screen Ideas
Develop a Business Plan
Develop the Product
Test-Market the Product
Introduce the Product
Evaluate Consumer Acceptance