Marketing in Today’s World. Chapter 13.1 Introduction to business and marketing. Objectives. Define marketing. Identify the functions of marketing. List the elements of the marketing mix. The Main Idea. To sell their products or services, businesses engage in marketing activities .
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Introduction to business and marketing
Identify the functions of marketing.
List the elements of the marketing mix.
To sell their products or services, businesses engage in marketing activities.
They find and analyze potential customers and then try to meet their wants and needs.
To market a product successfully a company must understand:
A company must know the market.
In the global marketplace, many countries can make up a market.
Marketing includes studying what people want and designing a product’s packaging.
The seven functions of marketing define all the aspects that are part of marketing.
Distributionis the process of getting goods and
services to customers.
Financingis getting the money that is necessary for
setting up and running a business.
Marketing information management is gathering and analyzing information about consumers, trends, and competitors’ products
Pricingis deciding how much to charge for a product or service so the business can make a profit.
Product/service management is obtaining, developing, maintaining, and improving a product or product mix in response to the market.
Promotion is any effort to inform, persuade, or remind potential customers about a business’s products or services
Selling is providing customers with the goods and services they choose to buy.
Relationship marketingis part of the selling function of marketing.
It is used to build and maintain relationships with their customers.
The marketing mixconsists of four basic marketing strategies.
In recent years, many people have begun to include a fifth P for people.
First, marketing is used to find out if there a demand for a product.
Marketing is then concerned with how to make the product appeal to consumers.
Make the product appealing
Marketers have to decide how and where customers will buy their goods and services.
Then, marketers have to consider in what kind of location to sell their product.
To make place decisions, marketers select the right channel of distribution.
Distribution decisions affect the price of products.
Marketers can use direct distributionorindirect distribution.
A marketer must consider the break-evenpoint.
Questions to Ask When Determining the Price of a Product
How much are customers willing to pay?
Is the price competitive with other products?
Can the company make a profit?
Promotion involves making customers aware of a product.
Advertising and offering discounts are two popular methods of promotion.
Many big companies hire celebrities to endorse what they sell. A celebrity endorsement is public support from a well-known person for a product or services. Companies put celebrities in their TV commercials and print ads.