/
2 At the  end of this unit I will: 2 At the  end of this unit I will:

2 At the end of this unit I will: - PowerPoint Presentation

spottletoefacebook
spottletoefacebook . @spottletoefacebook
Follow
342 views
Uploaded On 2020-06-19

2 At the end of this unit I will: - PPT Presentation

Learning Intentions Understand the concept of marketing Know how to explain the marketing mix and advertising Value and be able to apply the marketing mix 3 3 04AFEF BEFORE WE BEGIN Do this exercise individually or in pairs Tick whether you agree or disagree with the statements Revisit it ID: 781889

advertising product marketing promotion product advertising promotion marketing price mix service 4ps place sales market packaging time buy brand

Share:

Link:

Embed:

Download Presentation from below link

Download The PPT/PDF document "2 At the end of this unit I will:" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.


Presentation Transcript

Slide1

Slide2

2

At the end of this unit I will:

Learning Intentions

Understand the concept of marketing

Know how to explain the marketing mix and advertising

Value and be able to apply the marketing mix

Slide3

3

3

Slide4

#04AFEF

BEFORE WE BEGIN

Do this exercise individually or in pairs. Tick whether you agree or disagree with the statements. Revisit it after the unit to see if you have changed your mind about any of them.Before After

I agreeI disagreeStatementI agree

I disagreeA logo is a symbol that represents a company

Practicality is one of the 4Ps

Supplying free gifts is an example of sales promotion

A slogan is an official company description

Apple is a brand name

4

Slide5

Websites

5

5

Wonderful

Worthwhile

Websites

www.thinkbusiness.ie

www.khanacademy.org

www.studententerprise.ie

Slide6

Marketing

6

6

Marketing

involves identifying what the customer wants and promoting and selling the product/service so that the company makes a profit.

The business world is

highly competitive

Highlighting a small difference could make a product more attractive and increase sales

Marketing is central to any business plan

80/20 idea

– 80 per cent of sales come from 20 per cent of customers

Businesses should

target

their

important customers

Slide7

The Marketing Mix

7

7

The

marketing mix

refers to the actions or tactics that a company uses promote its brand or product/service in the market.

1.

P

roduct

2.

P

rice

3.

P

lace

4.

P

romotion

A typical marketing mix is made up of what is known as the

4Ps

:

Slide8

The Marketing Mix

8

8

The marketing mix is about having:

The right

product

(or service)

At the right

price

In the right

place

With the right

promotion

to sell it and make a profit

Slide9

9

Time to think

Think of what made you buy your mobile phone. Was it the features of the phone, the price, how the sales rep convinced you or perhaps a special offer like a free gift?

Did You Know?

The idea of the 4Ps was introduced in the 1960s. In recent years, people have extended the mix to include other Ps like

packaging

and

personnel

.

Slide10

Product

10

10

Research

– there must be a customer demand for your product/service

Unique Selling Point (USP)

– stand out from the competition

Brand image

– develop an image for your brand

Packaging

– have eye catching packaging that also protects the product

Safety

– consider safety issues

Patent

– is your product a new invention that needs a patent?

Product Life Cycle

– understand where your product is in the product life cycle: introduction, growth, maturity, decline

The

product

is the item/service for sale.

Slide11

Price

11

11

Choose the most

suitable price for the intended market

Cover costs

and have a profit margin

Profit margin

will depend on the

organisation

Take

competitors’ prices

into consideration

Price will depend on your

target market

New product

– low price to encourage sales or high price to create a superior image

Price

is the value placed on a product. This is usually what a customer is prepared to pay.

Different prices

may be charged – such as discounts, special offers, sales

Slide12

Place

12

12

Place

refers to the point of sale. Identify your market and choose the most appropriate way to distribute your product, known as the

channel of distribution

.

Channels of Distribution

Producer

Consumer

Producer

Wholesaler

Retailer

Consumer

Producer

Retailer

Consumer

ProducerCatalogueConsumerProducerOnlineConsumer

Slide13

13

Time to think

Have you ever bought online? Were you happy with the product/service?Will all retailers move to an online platform in the future?Why might more and more advertising be moving to an online/digital platform?

Slide14

Promotion

14

14

Sales promotion

– using special offers to encourage customers to buy

Personal selling

– face to face or telemarketing

Public relations (PR)

– communicating with the media to get a positive public image

Celebrity endorsements

– using a famous person’s image to get the consumer to know and have confidence in the product

Promotion

is all about getting the attention of the customer so they know about the product/service.

Advertising

– sending messages to the consumer to get them to want to buy the product/service

Slide15

Time to think

Why might a business have a brand name?

Promotion: Social Media

15

15

Social media

is a fantastic way to market products and services

It can be used to identify and to market to specific customer groups at very little cost

Slide16

4Ps

16

16

Slide17

17

CHECKING IN

Name the 4Ps and give an example of each in action.

Copy and complete the star to demonstrate the marketing mix.

Slide18

Read the case study on

pages 286 and 287

, then answer the questions:

How would you rate Ben's approach to the marketing mix?

18

CASE STUDY

THE MARKETING MIX FOR GREENGO

Based on your knowledge of the 4Ps is there any advice you would give him so that he remains close to his market?

Slide19

Reviewing the Marketing Mix

19

19

Organisations must continually review the marketing mix to ensure that they remain close to their market.

They may need to:

Change prices

Adapt promotion

Update products/services

Slide20

Advertising

20

20

Advertising is expensive and a cost in the business accounts

Some companies spend billions of euros on advertising, for example Apple, Coca-Cola, McDonald’s

Advertisers know people buy based on emotions

Advertising

is the paid promotion of a product or service with the aim of informing and influencing people about the product or service.

Slide21

Advertising

21

21

Advertisers use interesting

techniques and language in their ads.TechniquesCatchy songs and phrasesAttractive

lifestyles

Use of celebrities

An air of authority

Language

Positive words

Sense

of urgency

Slogans

Slide22

22

Time to think

Can you associate other products with slogans?Why do you think you remember these slogans?

Slide23

23

#04AFEF

WORKING WITH OTHERSWorking in pairs or small groups, source an advertisement. Has the advertiser used any of the techniques on page 288?Page 289

Be a Researcher

Find out the cost of a standard full-page advertisement in a national newspaper.

Download an ad from YouTube and list the advertising techniques used. Would the ad convince you to buy the product?

Slide24

Reasons for Advertising

24

24

Advertising communicates information about a product or service, with a view to persuading potential customers to buy the product or service.

Reasons for advertising –

AIDA

:

Advertising attracts

attention

It inspires

interest

It develops a

desire

It achieves

action

Slide25

Types of Advertising

25

25

There are three types of advertising:

1.

Informative

– provides factual information.

2.

Persuasive

– aims to convince you that you need the product/service.

3.

Competitive

– shows that a particular brand is better.

Slide26

Forms of Advertising

26

26

There are many forms of advertising:

Social media

Websites

Magazines

Newspapers

Shopping bags

Sponsorship

Television

Radio

Cinema

Billboards

Competitors

Slide27

Forms of Advertising

27

27

The form of advertising you choose will depend on:

Media preferences of the

customers

The

type

of product/service

The

budget

If there is a need to

demonstrate

the product/service

If it needs to be advertised

locally or nationally

Slide28

28

Time to think

What’s your favourite advertisement? Why?Identify a plus and a minus for each form of advertising listed on page 289.

Slide29

Planning an Advertising Campaign

29

29

When planning an advertising promotion, it is important to:

Have clear

outcomes

or

intentions

Decide on a

budget

Choose an

appropriate form

of advertising

Decide whether to use an

advertising agency

or employ someone

Slide30

Evaluate the Campaign

30

30

After the campaign,

evaluate to see:

What worked well?

What you would do differently?

How can you evaluate?

Determine if the campaign was cost-effective

Survey the public

Check whether sales have increased significantly

Ask employees for their opinions

Slide31

31

CHECKING IN

Name three techniques used by advertisers to get our attention.

List the types of advertising and say why an organisation would choose each one.

What are the key elements in planning and evaluating an advertising campaign?

Time to think

How might a business advertise globally?

Slide32

32

Quick Quiz

What are the 4Ps?

Product, Percentage, Price, Promotion

Product, Price, Packaging, Promotion

MARKETING MIX

2.8

Product, Price, Place, Promotion

Slide33

33

Quick Quiz

What are the 4Ps?

Product, Percentage, Price, Promotion

Product, Price, Packaging, Promotion

MARKETING MIX

2.8

Product, Price, Place, Promotion

Slide34

34

Quick Quiz

What are the 4Ps?

Product, Percentage, Price, Promotion

Product, Price, Packaging, Promotion

MARKETING MIX

2.8

Product, Price, Place, Promotion

Slide35

35

Quick Quiz

What are the 4Ps?

Product, Percentage, Price, Promotion

Product, Price, Packaging, Promotion

MARKETING MIX

2.8

Product, Price, Place, Promotion

Slide36

36

Quick Quiz: Review

The

4Ps

are:

Product

Price

Place

Promotion

MARKETING MIX

2.8

Slide37

37

Slide38

38

4Ps

Advertising

Marketing

Marketing mix

Packaging

Place

Price

Product

Promotion

Public Relations (PR)

Sales promotion

Slogan