Applying the Terms
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The process of developing, promoting, and
distributing goods and services to meet the
needs of customers.
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The marketing concept is the notion of
providing goods and services that customers
want or need.
Question
 How does a company or business
know what the consumer
wants or needs?
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The group of people identified
as potential customers
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Marketing strategies are
directed to that group
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Customer profile developed for that group
(also called demographics)
Four Basic Marketing Strategies called the Four P’s:
Product, Place, Price Promotion
What to make
 Product features (color,
sizes, etc)
 Packaging
 Brand name
 Warranty
 What to do with current
products
 Improvements to products
Getting the product into the
consumer’s hands
 Determine how and where a
product will be distributed
 Global companies must
decide in which countries the
product will be sold
 What transportation
methods
 Sell directly to the consumer
or go through middleman?
What is exchanged for the product- how much
will be charged:
 Should reflect what customers
are willing to pay
 What is competition’s price
 How much profit/ mark-up?
Activities related to
advertising, personal selling,
sales promotion, and publicity
 How potential customers will
learn about company’s products
 What will be the message?
 What media will be used?
 Are there special offers?
 What will be the timing of
 the promotion?
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Students divide into teams of 2-3 people
Design a new themed T-shirt for the BWHS
school store (may use customink.com to complete design)
Target to launch product Homecoming week
Apply the Marketing Mix to this new product
Create a PPT presentation to present to class
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List the 4 P’s of the Marketing Mix
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What is the 5th P
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List one thing new that you learned today.
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Characteristics of a group:
Income
Gender
Ethnicity
Geograhpcis
Psychographics
http://www.youtube.com/watch?v=ro4yhp9L6Ok&safety_mode=true&persist_safety_mod
e=1&safe=active
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Process of analyzing and classigying
customers in a given market to create
smaller, more precise target markets
Marketing functions-categorized into 7 core
activities
 All lead to the successful marketing
 They are:
Channel Management (distribution)
Marketing Planning
Marketing Information Management
Pricing
Product/ Service Management
Promotion
Selling
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Also called “Distribution
Process of deciding how product gets to
consumer
Includes physically moving and storing
product
Includes systems that track products
Includes where products/services sold
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Concepts to target specific marketing
strategies to target audiences
Includes determining needs, collecting and
analyzing data, presenting data and using
data for marketing plan
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Gather market information about customers,
trends and competing products
Also storing and analyzing information
Research is continual
Examples: customer surveys
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How much to charge for goods and services
Based on costs
Competition
Willingness to Pay
Price
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Obtaining, developing, maintaining, and
improving a product or a product mix
Create new product
Improve product
Add new products to current mix
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Effort to inform, persuade, or remind
potential customers about products or
services
Advertising (paid- commercials, Ads, etc)
Sales Promotion
Selling
Publicity
Direct Mail
Internet and Social Media
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Direct contact with customer
Providing customers with the goods and
services they want
Includes: determining need and responding
through planned, personalized
communication
Students will work with a partner to complete
the following activity:
Choose a product or service and research each of the
functions of marketing for that product or service:
Channel Management, Financing, Marketing
Information Management, Pricing, Product/Service
Management, and Promotion. Groups will submit a
brief written explanation, and then will present to the
class ONE of the functions- in a 3-5 minute
presentation