Unit 7 Marketing

Unit7MarketingQuotationAkioMorita(1921–1999)Co-founderofSony“Communicationisthemostimportantformofmarketing.”StartingupA‘ThefourPs’formthebasisofthemarketingmix.Ifyouwanttomarketaproductsuccessfully,youneedtogetthismixright.Matchthe‘Ps’1to4tothedefinitionsa)tod)1Product2Price3Promotion4Placea)thecosttothebuyerofgoodsorservicesb)informingcustomersaboutproductsandpersuadingthemtobuythemc)wheregoodsorservicesareavailabled)goodsorservicesthataresoldStartingupBListentofourconsumerstalkingaboutdifferentproducts.DecidewhichofthefourPseachspeakerisdiscussing:product,price,promotionorplace.Speaker1:Speaker2:Speaker3:Speaker4:PlacePromotionPriceProductCWhatinfluencesyoumostwhenyouaredoingshopping?Why?ProductPricePromotionPlaceStartingupDTellyourpartneraboutamarketingsloganthatimpressedyou.VocabularyWordpartnershipsAForeachgroupofwords1to5:a)Fillinthemissingvowels.b)Matchthewordstothedefinitionsa)toc).1marketa)Thepercentageofsalesacompanyhasb)Informationaboutwhatcustomerswantandneedc)Agroupofcustomersofsimilarage,incomelevelandsocialgroup2consumera)descriptionofatypicalcustomerb)whereandhowpeoplebuythingsc)thingspeoplebuyfortheirownuse3producta)Introductionofaproducttothemarketb)Lengthoftimepeoplecontinuetobuyaproductc)SetofproductsmadebyacompanyresearchsegmentsharebehaviorprofilegoodslaunchLifecyclerangeVocabularyWordpartnerships4salesa)Howmuchacompanywantstosellinaperiodb)Howmuchacompanythinksitwillsellinaperiodc)Howmuchacompanyhassoldinaperiod5advertisinga)Abusinesswhichadvisescompaniesonadvertisingandmakesadsb)Anamountofmoneyavailableforadvertisingduringaparticularperiodc)Aprogramofadvertisingactivitiesoveraperiod,withparticularaimsforecastfigurestargetcampaignbudgetagencyVocabularyWordpartnershipsBChooseawell-knownproductforeachoftheseproductcategories.CarsNewspaper&magazineWatches&jewelryClothingListeningSuccessfulmarketingAListentothefirstpartoftheinterviewandcompletethechart.SuccessfulmarketingGoodcreative____________GoodmarketingcommunicationsCustomerorientationReachingtheright_______________Clearmarketing______________Workingwellwith_______________Whatcustomers____________theywantitAttheright_______Inawaythat’s_________Producing:campaignpeoplemessagesalesteamneedwhenpriceprofitableListeningSuccessfulmarketingBListentothesecondpartoftheinterviewandanswerthefollowingquestions.1WhichcampaignwasmostmemorableforMirjana?2Whydidshefinditmemorable?3Whatwasthefantasticstrapline(slogan)?4Whatotherstraplinesdoyouknow?OrangemobilephonesShethinksmobilecommunicationsareinterestingandthatitwasagreatcampaignwithafantasticslogan.‘Thefuture’sbright,thefuture’sorange.’ListeningSuccessfulmarketingCListentothelastpartoftheinterviewandanswerthefollowingquestions.1Whattypeofcompanywasinvolved?2Whatwasthepromise?3Whydiditappearsuccessfulatfirst?4Whydidtheyendthecampaign?Anelectricalgoodsmanufacturer.Theypromisedcustomersfreeflightswithpurchasesofcertainvalue.Becausesaleswentupatfirst.Theycouldn’tkeepupwiththedemandandhadoverspentonprizes.Thecampaignwasbadly________,badly__________anditresultedinalotofnegative__________forthecompany.DplannedbudgetedpublicityCompletethisextractfromtheinterview.福建师范大学外国语学院林明金TheMarketingMix福建师范大学外国语学院林明金TheMarketingMixThetoolsavailabletoabusinesstogainthereactionitisseekingfromitstargetmarketinrelationtoitsmarketingobjectives7Ps–Price,Product,Promotion,Place,People,Process,PhysicalEnvironmentTraditional4Psextendedtoencompassgrowthofserviceindustry福建师范大学外国语学院林明金PricePricingStrategyImportanceof:knowingthemarketelasticitykeepinganeyeonrivals福建师范大学外国语学院林明金Product福建师范大学外国语学院林明金ProductMethodsusedtoimprove/differentiatetheproductandincreasesalesortargetsalesmoreeffectivelytogainacompetitiveadvantagee.g.ExtensionstrategiesSpecialisedversionsNeweditionsImprovements–realorotherwise!ChangedpackagingTechnology,etc.福建师范大学外国语学院林明金Promotion福建师范大学外国语学院林明金PromotionNOTjustadvertisingStrategiestomaketheconsumerawareoftheexistenceofaproductorservice福建师范大学外国语学院林明金Place福建师范大学外国语学院林明金PlaceThemeansbywhichproductsandservicesgetfromproducertoconsumerandwheretheycanbeaccessedbytheconsumerThemoreplacestobuytheproductandtheeasieritismadetobuyit,thebetterforthebusiness(andtheconsumer?)福建师范大学外国语学院林明金People福建师范大学外国语学院林明金PeoplePeoplerepresentthebusinessTheimagetheypresentcanbeimportantFirstcontactoftenhuman–whatisthelastingimagetheyprovidetothecustomer?Extentoftrainingandknowledgeoftheproduct/serviceconcernedMissionstatement–howrelevant?Dostaffrepresentthedesiredcultureofthebusiness?福建师范大学外国语学院林明金Process福建师范大学外国语学院林明金ProcessHowdopeopleconsumeservices?Whatprocessesdotheyhavetogothroughtoacquiretheservices?Wheredotheyfindtheavailabilityoftheservice?ContactRemindersRegistrationSubscriptionFormfillingDegreeoftechnology福建师范大学外国语学院林明金PhysicalEnvironment福建师范大学外国语学院林明金PhysicalEnvironmentTheambience,moodorphysicalpresentationoftheenvironmentSmart/shabby?Trendy/retro/modern/oldfashioned?Light/dark/bright/subdued?Romantic/chic/loud?Clean/dirty/unkempt/neat?Music?Smell?福建师范大学外国语学院林明金TheMarketingMixBlend