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MARKETING - PowerPoint PPT Presentation


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MARKETING. Keynotes Marketing today is about creating brands that represent aspirations and a desirable image of life that people want to identify with. We are talking about seducing , persuading , tempting or even manipulating people into buying things.

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Presentation Transcript
slide2

Keynotes

Marketingtodayisaboutcreatingbrandsthatrepresentaspirations and a desirable image of lifethatpeoplewant to identify with.

We are talkingaboutseducing,

persuading, tempting or evenmanipulatingpeopleintobuyingthings.

slide3
What do the mainactivities of Marketing refer to?

The “Marketing mix”: the “4 Ps”

1. PRODUCT

2. PRICE

3. PROMOTION

4. PLACE

CONSUMER MARKETING and BRANDING
product

Getting the product right meansidentifying the right featuresand benefits to meet the needs of the target market.

Italsomeansidentifying the right image.

Product
price

The priceislinked to the positioningof the product with appropriate market price;

peoplemay be willing to pay more for productsperceivedasupmarket. The mark-up can be considerable.

PRICE
promotion

Promotion needs to be linked to the positioning of the product.

The product'sbenefitsmay be communicatedin different ways:

Advertising

Exhibitingattradefairs

Product presentation (eg:elegant packaging)

PROMOTION
slide7
Placerelates to the distributionof the product in markets. Thereforehow the productreaches the customer.PLACE
slide8
Advertising isone part of marketing. The marketing department of a business deals with the way a productissoldgenerally.Marketing and Advertising
advertising

An advertising agency helpstheir client to choose the best advertising medium (television, newspaper, magazines, leaflets, website/internet, cinema etc.) for theiraims and thenhasideas for differentadverts. When the client haschosentheir favorite idea, the advertising agency creates the advert and “buys” the space for it (on tv,newspaper, internet...)

Advertising
slide10

SELLING

Marketing to potential profitable customers

What are the different promotion methods?

methods of selling match
Methodsof selling – match
  • Advertising media
  • Personal selling
  • Sales promotions
  • Public relations
  • Direct marketing
  • Sponsorship
  • Where a company pays to have its name linked to an event or a person
  • Employing sales representatives = “sales rep” to sell direct with potential customers.
  • Special offers, discounts, samples, competitions, free gift, gadgets…
  • Creating news (information about the company in the press or tv, internet news)
  • Direct mail, tv + internet shopping, telephone selling, flyers, catalogues.
  • Radio, Press, cinema, internet, newspapers, magazines…
methods of selling key
Methodsof selling – key
  • Advertising media
  • Personal selling
  • Sales promotions
  • Public relations
  • Direct marketing
  • Sponsorship
  • Radio, Press, cinema, internet, newspapers, magazines…
  • Employing sales representatives = “sales rep” to sell direct with potential customers.
  • Special offers, discounts, samples, competitions, free gift, gadgets…
  • Creating news (information about the company in the press or tv, internet news)
  • Direct mail, tv + internet shopping, telephone selling, flyers, catalogues.
  • Where a company pays to have its name linked to an event or a person
other advertising techniques used to promote products
Otheradvertising techniquesused to promoteproducts:
  • “Word of mouth” spokencommunicationas a means of transmitting information. is the passing of information from person to person...
  • “Controlled word of mouth”: commercial advertising, whenyoupaypeople to talk about a productyouwantpeople to knowabout.
  • Targetingthe “Green Consumer” isalso a way.
slide14

Glamour appeal Pesterpower

CelebrityendorcementHiddenfears

  • ……… : Using well-knownperson to recommend the product.
  • ……… : Suggestingthatusing the product can makeyou part of a special group with a glamorouslifestyle.
  • ……… : Suggestingthat the product can saveyou from danger or embarrassement (eg. Olive oilmanufacturerclaimsthatheartdeseases can be limited with richdiet in olive oil)
  • ……… : Targeting the advertatchildren in the hopethattheywillaskparents to buy the product for them.
slide15

KEY:

  • Celebrityendorcement: usingwell-knownperson to recommend the product.
  • Glamour appeal: suggestingthatusing the product can makeyou part of a special group with a glamorouslifestyle.
  • Hiddenfears: suggestingthat the product can saveyou from danger or embarrassement (eg. Olive oilmanufacturerclaimsthatheartdeseases can be limited with richdiet in olive oil)
  • Pesterpower: targeting the advertatchildren in the hopethattheywillaskparents to buy the product for them.
internet advertising
Internet advertising

Web banner advertising: Web bannersor banner ads typically are graphicaladsdisplayedwithin a web page.

Pop-ups/pop-unders

A pop-up ad isdisplayed in a new web browser windowthatopensabove a website visitor'sinitial browser window.A pop-under ad opensa new browser window under a website visitor'sinitial browser window.

slide17

Display advertisingconveysits advertising messagevisuallyusing text, logos, animations, videos, photographs, or othergraphics. Display advertisersfrequently targetusers with particular traits to increase the ads' effect. Online advertisers (typicallythroughtheir ad servers) often use cookies, which are uniqueidentifiers of specificcomputers, to decide whichads to serve to a particular consumer. Cookies can trackwhether a userleft a page withoutbuyinganything, so the advertiser can later retarget the user with ads from the site the uservisited.

terms connected with marketing
Nameused to identifya particularproduct or service.

Symbolused by a company to advertiseitsproducts.

A short phrasethatis easy to remember and whichisused to advertise a product.

Advertising a product or service during a particularperiod of time

Terms connected with marketing
  • Nadbr
  • Gool
  • Nsogal
  • pimagnca
key terms connected with marketing
Nameused to identiya particularproduct or service.

Symbolused by a company to advertiseitsproducts.

A short phrasethatis easy to remember and whichisused to advertise a product.

Advertising a product or service during a particularperiod of time

(key)Terms connected with marketing
  • Brand
  • logo
  • slogan
  • campaign
slide20
Kamtre rahes

Kamtre raleed

The percentage of sales that a company has fora type of product compared with its competitors.

A company whivh sells more produts than its competitors.

slide21
The percentage of sales that a company has for a type of product compared with its competitors.

A company which sells more produts than its competitors.

Key
  • market share
  • Market leader
slide22

“Guerrilla marketing”

Term introduced by Yay Conrad Levinson

slide23

Guerrilla marketing

is an advertising strategy in whichlow-costunconventionalmeans are used to convey or promote a product or an idea.

The termguerrilla marketing usesatypicaltacticsto achieve a goal in a competitive and unforgivingenvironment.

The concept of guerrilla marketing wasinventedas an unconventionalsystem of promotionsthatrelies on time, energy and imaginationratherthan a big marketing budget.

Typically consumers are targeted in unexpectedplaces.

word building

Noun Person verb

Sponsorship – a sponsor – to sponsor

Consumption – a consumer - to consume

Marketing – a marketer – to market

Organisation – an organiser – to organise

Analysis – an analyst – to analyse

Agency – an agent –no verb

Recruitment - a recruiter – to recruit

Promotion - a promoter - to promote

Employment – an employer - to employ

Manufacturing – a manufacturer – to manufacture

Production – a producer - to produce

Word building
fill in the gaps launching a product
Fill in the gapsLaunching a Product

When a company decides to …………a new product, it must take severalthingsintoconsideration.. First careful……..should be carried out to determine the condition of the market. Then …… should be conducted on the…………consumers to determinetheirtastes,…………………etc. Once the producthasbeendesigned, itisimpotant to to decide whattype of packaging itwill be sold in, which…..will be used, and the optimum priceatwhichitshould be sold. The productwillthen be………………..through the use of free samples, discounts and particularly………..

WORDS:

Promoted – advertising – market research – buyinghabits – launch– target – channels of distribution - surveys

brands management continued
Brands Management Continued…

Are brands a terriblerip-off, makingtheir corporate ownersrich by exploitingpeople’sinsecurities and desires, or are theyworthevery pennybecause of the pleasuretheybring?

slide27

Emotionalbranding:

The idea is to makebrandsstand for an attitude or a set of valuesthatpeoplehopewillrub off on themiftheybuy and use the productthatcarries the name.

brands and trademarks similar terms
Brands and trademarks= similarterms

BRAND refers to names, logos and slogans.for example COKE, NIKE, CALVIN KLEINit is what makes a product or service different from its competitiors.

Brands = MakesTRADEMARK is something you can do to brands. If you trademark a brand, then you own the "intellectual property" of that brand and you are the only person allowed to use that Brand name, slogan etc.If others want to use that brand, they must ask your permission or pay some money.

brand management word partnerships
Brand Management - Word partnerships
  • Brand loyalty
  • Brand image
  • Brand stretching
  • Brand awareness
  • Brand name
  • The name given to a product
  • Using an existing name on another type of product
  • The ideas and beliefs people have about a brand
  • The tendency to buy a particular brand
  • How familiar people are with a brand
key brand management word partnerships
Key - Brand Management - Word partnerships
  • Brand loyalty
  • Brand image
  • Brand stretching
  • Brand awareness
  • Brand name
  • The tendency to buy a particular brand
  • The ideas and beliefs people have about a brand
  • Using an existing name on another type of product
  • How familiar people are with a brand
  • The name given to a product
word partnerships put into order
Word partnerships(put intoorder)
  • Product launch
  • Product lifecycle
  • Product range
  • Product placement
  • Product endorsement
  • The of products made by a company
  • The use of a well-knownperson to advertiseproducts
  • Whenproducts are used in films or TV programmes
  • The introduction of a product to the market
  • The length of time people continue to buy a product.
describing products
DescribingProducts

Products can valued in terms of …

  • Price
  • Value for money
  • Image
  • Reputation
  • Reliability
  • Quality
  • Style
  • Functionality
  • Taste
  • Texture
  • Sizeetc…
vocab to describe how good or bad products are
Vocab to describehowgood or badproducts are
  • Biased /Unbiased
  • User-friendly
  • Faultless
  • Unfailing
  • Impeccable
  • impractical
  • Overpriced
  • Errorless
  • Light/heavy
  • Speedy
  • unreliable
  • Accurate
  • No shock absorption
  • Compact
  • Resistent to
  • Sounds as good as it looks
  • Illegal
  • Counterfeit
  • Immoral
  • Unique
  • Fashionable/in
  • Attractive
which are positive and which and negative
Which are positive and which and negative?
  • Biased /Unbiased
  • User-friendly
  • Faultless
  • Unfailing
  • Impeccable
  • impractical
  • Overpriced
  • Errorless
  • Light/heavy
  • Speedy
  • unreliable
  • Accurate
  • No shock absorption
  • Compact
  • Resistent to
  • Sounds as good as it looks
  • Illegal
  • Counterfeit
  • Immoral
  • Unique
  • Fashionable/in
  • Attractive
slide35

BLACK MARKET – GREY MARKET – FAKES?

Luxury watches, carefully crafted with high quality parts and exceptional watchmaking skills, reveal the true creativity, craft and expertise of watchmakers. So much so, that people who cannot pay the price for the luxury brands are sometimes willing to pay a discounted rate for counterfeits or black market watches, just to “look the part.”

What’s the Difference Between a Black and Grey Market Watch?

A black market watch is a stolen, counterfeit or fake watch.  Grey market watches are genuine products that are sold through an unauthorized source. These will not have a warranty (guarantee) and probably will not have the same resale value as a watch from an authorized dealer.

global advertising
Global Advertising

The focus hereishow the world’sbiggestadvertisershaveresponded to the increasingglobalisation of markets.

Global/international advertising isbranding for differentcountriesat the same time. (NOT to national/local/nichemarkets/segmentationwhichrequirespecific marketing stategies)

slide38

“A goodadvertisementisonewhichsellsthe productwithoutdrawingattention to itself” and “bad advertising can unsella product”

Does the ad/advertpersuadepeopleintobuying or putpeopleoffbuyingwhatitis advertising?

A global ad needs to appeal to the greatestnumber of consumers from manydifferentcountries/cultural backgrounds.

slide39

The aimisto promote “world brands” which are universallyrecognised.

Successfulworldwideslogansare for example:

  • Nike’s “Just do it”
  • Apple’s “Thinkdifferent”
  • Coke’s “just go for the taste of it”

Do youagree with the followingconcept?

“image outsellsproduct”

Your image isallyouhaveleft to compete on. Brand image isoftenreinforcedindependently of anyrealconsideration of the productatall

reading going global p 36 37
Reading: “Going Global” p.36/37

About International advertising.

Do reading and followingactivities on language focus.

extra reading and vocab consolidation
Extra Reading and Vocabconsolidation

Read article page 34/35: “Marketing in China”

Thisarticleunderlines some of the cultural issueswhich can occur/take place in global marketing.