Marketing
Basics
Essential Question?
How can I satisfy Customers?
Marketing Basics - How can I
satisfy customers?
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Marketing
Process of developing,
promoting, and
distributing
products or services to
SATISFY customers
needs and wants
Marketing Basics - How can I
satisfy customers?
2
Marketing is a part of Business
Management/
Administration
Marketing
Human Resources
Finance/
Accounting
Marketing Basics - How can I
satisfy customers?
Operations/
Logistics
3
Marketing concept
• Satisfy customers
Marketing Basics - How can I
satisfy customers?
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Vs. business goal -
Make a profit
Marketing Basics - How can I
satisfy customers?
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Repeat 4 times
• The marketing concept is to
• SATISFY CUSTOMERS
Marketing Basics - How can I
satisfy customers?
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Satisfy Customers
Think Pair Share
• On your own,
describe what it
means for a
customer to be
satisfied
• Discuss your
description with a
partner
• Share with the class
Marketing Basics - How can I
satisfy customers?
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1. On your own – describe what it
means for a customer to be satisfied:
2. discuss your description with a partner
3. Share with the class
Marketing Basics - How can I
satisfy customers?
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Market
All potential customers
who share wants
and willingness to buy product
Customer
Consumer
Buys the product
Uses the product
Marketing Basics - How can I
satisfy customers?
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Customer vs. Consumer
Think - Share
1. On your own, think of an example of a
customer who is also a consumer:
2. Be prepared to share with the class
Marketing Basics - How can I
satisfy customers?
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industrial
• Makes products to resell to consumers
Marketing Basics - How can I
satisfy customers?
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Products:
Goods
Services
Tangible products,
Intangible products,
ex. Sports equipment
ex. Live concert , movie
Marketing Basics - How can I
satisfy customers?
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Class Vote
Good or Service?
• Laptop Computer
• Car
• Cell Phone
• College education
• Airplane flight
Marketing Basics - How can I
satisfy customers?
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Goods & Services
Think - Share
• On your own, think of an example of a
company who sells both goods and
services:
• Be prepared to share with the class
Marketing Basics - How can I
satisfy customers?
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Approaches to Sell
Mass Marketing
Market
Segmentation
Demographics –
age, gender, income, job,
ethnic background, education
Appeal to all audiences
for basic products
ex. Soda, chewing gum
Psychographics –
attitudes, lifestyles, behaviors
Geographics –
local, regional, national, global
Product benefits –
Shampoo for color treated hair
Natural products – to eat healthy
Marketing Basics - How can I
satisfy customers?
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Class Vote: Mass Marketing or
Market Segmentation
• Orbit Gum
• McDonalds
• Aquafresh Toothpaste
• Dick’s Sporting Goods
• WalMART
• Gamestop
Marketing Basics - How can I
satisfy customers?
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Alike and Different
• On your own, describe yourself in the
following categories:
– Age, gender, ethnicity, hobbies, music style
• Create a list of 10 of your favorite products
• With a partner create a T chart comparing
how you are alike & how you are different
• Create a list of 5 products that you both
like and could be “mass marketed” to you.
Marketing Basics - How can I
satisfy customers?
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Alike & Different:
• On your own, describe yourself in the
following categories:
– Age:
– Gender:
– Ethnicity:
– Hobbies:
– Music Style:
Marketing Basics - How can I
satisfy customers?
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Alike & Different cont.
• Create a list of your 10 favorite products:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Marketing Basics - How can I
satisfy customers?
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Alike & Different cont.
• With a partner, create the T chart below
comparing how you are alike and different:
ALIKE
DIFFERENT
Marketing Basics - How can I
satisfy customers?
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Alike & Different cont.
• Create a list of 5 products you both like &
could be “mass marketed” to both of you
1.
2.
3.
4.
5.
Marketing Basics - How can I
satisfy customers?
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Target Market
• Focus all marketing decisions on
a specific market of customers
Marketing Basics - How can I
satisfy customers?
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Target Market
Pair Share
• With a partner, discuss • Who do you think the target market is for
following companies?
–
–
–
–
–
–
Food Lion
Harris Teeter
Game Stop
Best Buy
Taco Bell
McDonalds
• What clues can we find to help us?
Marketing Basics - How can I
satisfy customers?
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Marketing Mix – 4 P’s
Marketing Basics - How can I
satisfy customers?
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Repeat 4 times
•
•
•
•
Product
Price
Place
Promotion
Marketing Basics - How can I
satisfy customers?
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Positioning
• Get people to think of a product in a certain
way
• ex. Axe body spray – cool, attractive
• Ex. Raplh Lauren - scholastic
Marketing Basics - How can I
satisfy customers?
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Positioning
Pair Share
Discuss with a partner:
• How is Gatorade trying to
position this product?
• What clues can you find?
Marketing Basics - How can I
satisfy customers?
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Buehrl
Positioning
Pair Share
Discuss with a partner:
• How is Dentine Ice trying
to position this product?
• What clues can you find?
Marketing Basics - How can I
satisfy customers?
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Buehrl
Wants
Needs
Things people desire,
Basic necessities
such as Gatorade
food, clothing, shelter
(rather
than just water)29
Marketing Basics - How can
I
satisfy customers?
Levels of Needs
Pair Share
• With a partner come up with 2-3 products
that meet the needs of each level of the
pyramid
Marketing Basics - How can I
satisfy customers?
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Levels of Needs cont.
With a partner, come up with 2-3 products that
meet the needs of each level of the pyramid:
Self actualization –
Esteem –
Love/Belonging –
Safety –
Physiological Marketing Basics - How can I
satisfy customers?
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Buying motives
The reasons
you buy a
product or service
Emotional motives
Rational motives
Buying a product
for reasons such as
Buying a product
based on factual info
and data
feelings and social status
Marketing Basics - How can I
satisfy customers?
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Rational or Emotional?
Marketing Basics - How can I
satisfy customers?
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Rational or Emotional?
Marketing Basics - How can I
satisfy customers?
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Rational or Emotional?
Marketing Basics - How can I
satisfy customers?
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Rational or Emotional?
Marketing Basics - How can I
satisfy customers?
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Rational or Emotional?
Marketing Basics - How can I
satisfy customers?
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Trends
in Marketing
Impact of
technology
Social
responsibility
Faster distribution
Ecommerce
Social Websites
Green products
Marketing Basics - How can I
satisfy customers?
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Review of
Competencies
& Essential
Questions
Marketing Basics - How can I
satisfy customers?
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Identify the components of the
marketing mix
•P
•P
•P
•P
Marketing Basics - How can I
satisfy customers?
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Describe the marketing concept
•S
•C
Marketing Basics - How can I
satisfy customers?
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Explain the concept of target marketing
Marketing Basics - How can I
satisfy customers?
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ESSENTIAL QUESTION
How can I satisfy customers?
TARGET MARKET – know who they are,
make decisions based on them
Marketing Mix/4 P’s:
• Product – quality products
• Price – low price/value
• Promotion – show them products they
need & want
• Place - convenient
Marketing Basics - How can I
satisfy customers?
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