Professional Documents
Culture Documents
Yellow Squares
Text Definition
marketing
Consumer
market
Raw materials
Processed
goods
Target market
Who markets? 5
Manufacturers
Politicians
Service business
Non-profit
Individuals
Types of Products-2
Goods
Services
Industrial
Consumer
1.2
3 major steps of the Marketing Concept:
o Identify an opportunity in a specific consumer or industrial market.
o Ensure the opportunity has not been met
o 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
Distribution
management
region
country
brand
distribution
Combination
Research
Product Development
Packaging
Pricing
Branding
Includes a products:
name
logo
slogan
Package design
Trademark
Sale
Physical distribution
Inventory management A company tries to have:
Enough to satisfy demand
Not more than they can sell
Storage
Promotion
advertising
publicity
A competitive
market is
An aggregate
market is
A differentiated
market is
Provide a specific example of the organization on the left and their target market
Org.
Example
Target
Clothing
Le
Chateau
Shoe retailer
Payless
Fast food
Wendys
Recording artist
Taylor
Swift
Non-profit
organization
SPCA
Industry of your
choice 1
Sport
Check
Industry of your
choice 2
Apple
1. Product
1. develop
2. package
3. 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.
Lg: $12.24
Slice: $3.00
Higher
Radio,
Television,
Posters.
Local pizza
place
30 Rice road,
Welland
Lg: $8.99
Slice: $1.25
Lower
Posters
Radio
Newspaper
McCains
Frozen
Pizza
Walmart,
No frills
Any grocery
store that sells
frozen pizza.
Lg: $ 7.27
Slice: N/A
Good Balance
Television
YMCA vs.
7150 Montros
rd, Niagara
Falls
Young Adult:
$39.75 per month
Year: about $400
Higher for a year
Radio
Posters
One month at a
time, no strings
attached
local gym
Really good
workplace, good
staff energy and
facilities.
44 Division St,
Welland
Students: $235
per year
$1 per day
Good Balance for
a year
Daily
memberships or
full year.
Discount for
students
Blog for coments
Local
Sports store
vs.
Reviews for
Buckners say it was
affordable and the
staff were very
helpful.
Shoes: $20-$200
Equipment: $10$900
Shoes loweroverall balanced
Facebook and
twitter accounts.
Sportcheck
Reviewers found
employee assistance
was terrible but the
quality of the
products are good.
Shoes: $50-$350
Equipment: $10$900
Shoes higheroverall balanced
Billboards,
Discounts,
Radio,
Television,
Reviewers
1031 Niagara
recommend Niagara St, Welland
auto sales; they have
good cars and
pricing.
Chevrolet: $900$25,000
Online website
Customers were
dissatisfied with
employee help but
satisfied with the
cars.
Chevrolet used:
$900-$55,000
Radio,
Television,
Bulletin boards
Magic Cuts
vs
Reviewers were
extremely satisfied
with the cut and
pricing.
Facebook,
Television,
Discounts
Local
Hairstylist
Reviewers were
mostly satisfied;
they were satisfied
with the cut but not
the employees
themselves.
Facebook,
Ads (paper)
GNC vs.
Very helpful
customer service
and great products.
7555 Montrose
rd, Welland
Protein: $20.00$140
Balanced
Facebook
Twitter
YouTube
Ads
Discounts
Radio
Chevrolet
dealership
Local health
store
Protein: $35-$150
Higher
Facebook
Nutrition
magazines
Best Buy
vs.
240 vansickle
rd,
St.Catharines
Television: $130$3500
Higher
Ads
Radio
Television
Boards
Sales
Future Shop
vs.
N/A
N/A
N/A
N/A
The Source
Television: $150$2000
Lower
Ads
Sales
Television
Radio
Boards
7 UP vs.
Mountain
Dew
Coke vs.
Red Bull vs.
Gatorade
Marketing Plan=Goals+target market+4ps
Brand Strategy
Value
Value Equation
A rule of
marketing
Distribution
1. Push
Strategies
2. Pull
3. Combo
Push Strategy
Pull Strategy
Combination
Pull strategy needs to combine with push, but push does not need pull!
Push, Pull,
Combo
Explain
New packaging
Pull
Push
Billboard Advertising
Combo
Push
Coupons
Combo
In Store-Discounts
Push