Marketing. National 4/5 Business Management 2012-13. What is Marketing?. Marketing is more than just advertising and selling. It involves identifying consumer's needs and wants and meeting them in such a way that the producer makes a profit. Product Led v Market Led.
National 4/5 Business Management
Can you think of more examples?
There are various areas designers need to be aware of when designing a product:
Should it be functional, or eye catching?
Is the product to be unique or part of a range?
Will there be customer service, offers, guarantees?
Branding is an expensive process but it brings many tangible rewards if a business gets it right.
It is a product that is seen in the eyes of the consumer as different from other similar products (unique).
Huge initial financial outlay
High marketing costs
Types of Advertising include:
These are methods employed for a limited time to increase consumer demand:
Other types of promotion include:
The PR department will aim to enhance the organisations image.
They will deal with the:
Activities they take part in include:
Wholesaler will buy in bulk; will finish off packaging; customer discounts
Closer relationship with customer; price can be reduced
Price highest for customer; benefits from wholesaler and retailer
Retailer has close customer relationship; advertise products; accurate feedback