Hannah Jaremizin

Complete missing blanks where necessary. Yellow Squares

Key Terms: What is Marketing?

1.1
Term

Text Definition

marketing

Planning, distributing, pricing, promoting and selling of goods and services

to satisfy needs and wants.

Consumer
market

Everyone who might buy a product

Raw materials

Unfinished goods, usually marketed to businesses that process them or

use them in manufacturing.

Processed
goods

Sold as finished goods or semi-finished goods.

Target market

Any group of consumers to whom marketers want to sell to

Who markets? 5

Manufacturers
Politicians
Service business
Non-profit
Individuals

Types of Products-2

Goods
Services

Types of Goods or services-2

Industrial
Consumer

Raw Materials are:

Unfinished goods, usually marketed to businesses

that process them or use them in manufacturing

Processed Goods are:

Sold as finished goods or semi-finished goods.

Finished Goods are:

Products that no longer require processing

The difference between industrial

and consumer goods and services:

Consumer goods are non-industrial products

intended for personal use by the public.

A target Market is:

Any group of consumers to whom marketers want

to sell to

1.2

3 major steps of the Marketing Concept:

Identify an opportunity in a specific consumer or industrial market.
Ensure the opportunity has not been met
Use marketing to sell it
The importance of marketing activities changes with supply and demand. When the demand
is greater then the supply of goods, excessive marketing is redundant because the product
sells itself.
When there is more supply than demand, marketing becomes a major factor in success.
The industrial revolution (mass production)changed the balance of supply and demand
because before mass production, demand was usually greater than supply!!!
The internet has connected buyers and sellers globally.
1.3
Regional organization

Definition: can be within a city, province or

area

Example & Website:

Crest, Colgate in Quebec
International organization

Definition: sets up marketing and distribution

centers in foreign markets.

Example & Website: golf retailers, Nike

Brand management

Definition: assigns their specific brands to

different managers to be treated separatelymost popular

Example & Website: Proctor & Gamble

Distribution management

Definition: organizes marketing around the

way product or service is delivered.

Example & Website: Coke & Pepsi-Stores,

schools, vending machines
Marketing divisions can be organized
by:

region
country
brand
distribution
Combination

Research

Conducting surveys gathers:

Preferences
habits
lifestyle
competition

Product Development

3 concerns of the product and development

team:
Make a product that meets needs
Can be delivered effectively
Competitively priced

Includes a products:
name
logo
slogan
Package design
Trademark

A company tries to have:

Enough to satisfy demand
Not more than they can sell

advertising
publicity

Packaging
Pricing
Branding

Sale
Physical distribution
Inventory management

Storage
Promotion

1.5 Consumer and Competitive Markets

Complete as you read 19-20
A consumer market is

All of those consumers who are or may become interested

in a product or service and who have the means of buying
it

A competitive market is

All of the products or services that compete for customers

within a specific category

An aggregate market is

A market that includes everybody

A differentiated market is

One which targets consumers by some type of

demographic profile

Provide a specific example of the organization on the left and their target market
Org.

Example

Target

Clothing

Le Chateau

Young, fashion conscious,

aged 14-25. Early adopters,
leading edge image

Shoe retailer

Payless

Women aged 20-30, or

mothers with children 3-10.

Fast food

McDonalds

Kids aged 5-15, young adults

attending school aged 19-25.

Recording artist

Katy Perry

Young teen girls, self

conscious, aged 10-16

Non-profit organization

UNICEF

Parents or adults 20-50 that

are concerned with todays
children.

Industry of your choice 1

Hot Topic

Young teens to young adults,

aged 12-25, who like edgier
styles and/or media related
merchandise

Industry of your choice 2

Ardenes

Young teen girls, likes to

follow trends, aged 11-16,
who like grouped deals.

1.6 Marketing Mix

4 Elements of the Marketing Mix

1.
1.
2.
3.

Product
develop
package
Brand

2.Promotion
1. advertise
2. Sales promotion
3. publicity

3.Price
4.Place
1. distribution
2. storage
3. channel

Use the following table to compare the marketing mix of the following companies. Explain your answer in
as much detail as possible. Use a Google search if possible to obtain more information.
Product
Quality

Place or
places
Location

Price
(higher/lower)

Promotion
What kind?

Pizza Pizza
vs.

Sometimes
its good,
sometimes
its not.

Highly
populated
areas (CBD)

$9.99
Medium
pepperoni
pizza

Tv
commercial,
news ads,
online ads.
Special deals
and combos.

Local pizza
place
(everfresh
pizza)

Not the best,

but still very
good.

Busy street in
one town
(Welland)

$8.98
Medium
pepperoni
pizza

Flyers and
website.
Special deals
and combos.

McCains
Frozen Pizza

Lowest
quality
compared to
fresh pizzas.

All grocery
stores.

Lower than
others.

Commercials,
in store flyers,
ads online.

YMCA vs.

More variety
of equipment

Areas
populated
with parents,
or middle
aged adults.

Adult general
$53 per month

Tv
commercials

local gym
(Fonthill
Fitness)

Generic
amount of
equipment

Heavy traffic
roads

Less Per
month.

Website,
Signs,
possibly
flyers.

Local Sports
store vs.

Generic
range of
equipment

On a busy
street, in a
plaza

Adequately
priced.

Website and
flyers.

Sportcheck

Wide range
of equipment

Malls

Expensive
goods.

Commercials,
flyers, signs,
billboards ect.

Used car lot

vs.

Variety of
brands, not
as good
quality
because
theyve been
used.

Busy streets.

Decent prices

Flyers and
signs

One brand,
or new cars

Highly
populated
areas.

Top dollar
prices.

Commercials,
bill boards,
websites.

Magic Cuts vs

Well done
hair cuts

In highly
populated
areas

Expensive
pricing

Commercials,
online ads

Local
Hairstylist

Same quality
if not, better
in some
cases

In
neighborhood
, not busy
areas.

Fair pricing
unless highly
trained
hairstylist is
working.

Signs,
possibly
flyers, and/or
a website.

GNC vs.

Many variety
of brands
and items.

Malls
generally.

Probably more
expensive,
because of
brand name
store.

Flyers, signs

Local health
store

Not as many
but still same
quality or
better.

In its own
building, or
part of a
plaza.

Possibly less
expensive for
in store brand
names, brand
name

Flyers mainly.

Chevrolet
dealership

products
possibly
higher.

(Microsoft
surface pro 3
comparison
12 64GB)
Best Buy vs.

Same quality
items

Mall or in its
own building

$849.99

Commercials,
flyers, online
ads, website

Future Shop
vs.

Same quality
items

Mall or same
building

$849.99

Commercials,
flyers, online
ads, website

The Source

Same Quality
items

Mall mainly,
or possibly
strip
mall/plaza

$849.99

Commercials,
flyers, online
ads, website

7 UP vs.

Good quality,
very tastefull

Any grocery
store or
restaurant
that supports
this brand.

Not as
expensive as
the energy
drinks

Commercials,
billboards,
online ads

Mountain Dew

Distinct
lemon lime
tase, good
quality

Any grocery
store or
restaurant that
supports this
brand.

About the
same as 7UP

Commercials,
billboards, online
ads

Coke vs.

More acidic,
more
carbonated,
still decent

Any grocery
store or
restaurant that
supports this

Higher priced
soda.

Commercials,
billboards, online
ads

quality.

brand.

Red Bull vs.

Not very
good for you,
but still good
quality drink.

Grocery stores,
corner stores,
gas stations

Very highly
priced for
small amount
of product sold

Commercials,
billboards, online
ads

Gatorade

Watered
down taste,
not too
sweet, pretty
good quality.

Grocery stores,
corner stores,
gas stations

Pretty
expensive

Commercials,
billboards, online
ads

Marketing Plan=Goals+target market+4ps

Brand Strategy

To communicate the value of a product or service to the consumer

Value

Difference between perceived cost and perceived satisfaction

Value Equation

Total Benefits Total costs

A rule of marketing

In your words, explain what Perception is reality means. (Not in

Book)
Once a person believes something to be true it is very difficult to
change their minds, regardless of the facts or truth.

Distribution
Strategies

1. Push
2. Pull
3. Combo

Push Strategy

Products purchased as bargain, gift or impulse. Sell, market to

retailers, importers or wholesalers, not to end user. If they see it,
theyll buy it. In your face!

Pull Strategy

Attempts to increase consumer demand directly rather than rely on

retailers. Requires major advertising and promotion. Create need
or want by talking about benefits. Softer approach.

Combination

Pull strategy needs to combine with push, but push does not need
pull!

1. Classify the following marketing as being a push, pull or combination strategy.

2. Explain your answer.
Activity

Push, Pull, Combo

Explain

Billboard Advertising

Pull strategy

This will create a demand for

that item because people will
see that bill board often, and
that brand for the item will
stick in their head next time
they need to buy that certain
item.

Taking a client golfing

Push strategy

This pushes them to see

what they will be getting if
they buy their items or
services, and talk to the
employee so that the
employee can get the product
to stick in their heads.

Coupons

Combo strategy

This creates a demand for

certain items because now
they can get them for
cheaper, but now its also
being pushed onto them,
because they are getting a
great bargain for certain
items.

In Store-Discounts

Combo strategy

This advertises these items

and creates a demand in that
particular store for those
specific items, and it also
shows they can get good
prices for things they
want/need, again, being
pushed onto them.

Moving the product closer to

the cash register

Push strategy

This causes people to see

the product, therefore they

New packaging
Point of purchase materials

will think about buying it as

they move closer to the
register, it makes them want it
because they see it.