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The Marketing Concept. Implementing the Marketing Strategy. The Marketing Concept. The Marketing Strategy. Target Market. A clear and identifiable group of people Finding Similar Characteristics Demographics - (Age, Gender, Income, Education, Careers Geographic Area - Location

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the marketing concept

The Marketing Concept

Implementing the Marketing Strategy

target market
Target Market

A clear and identifiable group of people

Finding Similar Characteristics

Demographics - (Age, Gender, Income, Education, Careers

Geographic Area - Location

Psychographics: (General personality, behaviors, life-style, rate of use, repetition of need, benefits sought, and loyalty characteristics.)

Example of Target Market

A Marketing Mix is then developed to meets the Needs of this group


More than just the product:

- Brand Name

- Accessories

- Packaging

- Services

Marketers help businesses create new Products by using:

- Marketing Research

- Buying Behaviors

place distribution
Place (Distribution)

Making the product/service accessible to your customers.

Where to sell it?

How to get it there?

How to can I reduce costs?

Channels of Distribution

The path a product takes to get from producer to consumer.

effective distribution
Effective Distribution

1.) Difference in Quantity

Adjusts the product amount to meet customer needs.

2.) Difference in Assortment

Businesses can carry a variety of items in one place.

3.) Difference in Locations

Businesses can carry products made from all over the world.

4.) Differences in the Time

Businesses can determine when to deliver products to consumers.

pricing goals
Pricing Goals

1.) Maximize Profits

2.) Increase Sales

3.) Maintain Image

Pricing Influences

1.)Supply and Demand

2.) Quantity Purchased

3.) Customer Service

4.) Special Products

5.) Channel of Distribution

6.) Advertising and Promotion


The efforts of a business to communicate with customers resulting in some type of action.

Promotional Methods

1.) Advertising

2.) Trade Promotions (Trade Shows)

3.) Consumer Promotions (Contests)

4.) Personal Selling

5.) Publicity

6.) Sponsorships

7.) Direct Marketing

selecting promotion methods
Selecting Promotion Methods

Businesses select promotional methods based on:


1.) Who is the Target Market?

How many? Where are they located? Where and how do they receive information?

2.) What is the Message?

Does everyone need the same information? Is it simple or complex? Need Repeating?

3.) What is your Promotional Budget?

What We Can Afford or Objective and Task

  • People are critical in implementing the Marketing Strategy.

Roles Played

Personal Selling

Customer Service