mp_3 4ps powerpoint
Post on 04-Jun-2018
228 Views
Preview:
TRANSCRIPT
-
8/13/2019 MP_3 4Ps PowerPoint
1/16
Chapter 2n
Basic Marketing Concepts 1
MarketingEssentials
nChapter 2 Basic Marketing Concepts
Section 2.1 The Marketing Concept
-
8/13/2019 MP_3 4Ps PowerPoint
2/16
Chapter 2n
Basic Marketing Concepts 2
SECTION 2.1
What You'll Learn
The marketing concept
The difference between customers and
consumers
What a market is and how it can be
described
The four Ps of the marketing mix
The Marketing Concept
-
8/13/2019 MP_3 4Ps PowerPoint
3/16
Chapter 2n
Basic Marketing Concepts 3
SECTION 2.1
The Marketing Concept
Why It's Important
In order to participate in the world of
marketing, you'll want to understand howbusinesses focus on the needs and wants
of their customers in order to improve their
products, remain competitive, and increase
sales.
-
8/13/2019 MP_3 4Ps PowerPoint
4/16
Chapter 2n
Basic Marketing Concepts 4
SECTION 2.1
The Marketing Concept
Key Terms
marketing concept
customer
consumer
market
target marketing customer profile
marketing mix
-
8/13/2019 MP_3 4Ps PowerPoint
5/16
Chapter 2n
Basic Marketing Concepts 5
SECTION 2.1
The Marketing Concept
The marketing conceptstates that
businesses must satisfy customers' needsand wants in order to make a profit.
The Basic Concept
-
8/13/2019 MP_3 4Ps PowerPoint
6/16
Chapter 2n
Basic Marketing Concepts 6
SECTION 2.1
The Marketing Concept
Customersbuy a product.
Consumersuse the product.
Example:Parents who buy video games
from retailers are customers. The kids who
play the video games are the consumers.
Customers vs. Consumers
-
8/13/2019 MP_3 4Ps PowerPoint
7/16
Chapter 2n
Basic Marketing Concepts 7
SECTION 2.1
The Marketing Concept
A marketis all potential customers who
share common needs and wants and whohave the ability and willingness to buy the
product.
What is a Market?
-
8/13/2019 MP_3 4Ps PowerPoint
8/16
Chapter 2n
Basic Marketing Concepts 8
SECTION 2.1
The Marketing Concept
A market can be described as
the people who are potentialcustomers of a product, as
well as by the classification
of a product in a category.
Would you be considered
part of the market for game
consoles? Why or why not?
What other markets are you
part of?
U.S. Game Console Market
-
8/13/2019 MP_3 4Ps PowerPoint
9/16
Chapter 2n
Basic Marketing Concepts 9
SECTION 2.1
The Marketing Concept
The marketing mixcomprises four basic
marketing strategies known as the four Ps:
The Marketing Mix
Product
Place
Price Promotion
Slide 1 of 3
-
8/13/2019 MP_3 4Ps PowerPoint
10/16
Chapter 2n
Basic Marketing Concepts 10
SECTION 2.1
The Marketing Concept
Productstrategies include what product to
make, how to package it, what brand name touse, and what image to project.
Placestrategies deal with how and where a
product will be distributed.
The Marketing Mix
Slide 2 of 3
-
8/13/2019 MP_3 4Ps PowerPoint
11/16
Chapter 2n
Basic Marketing Concepts 11
SECTION 2.1The Marketing Concept
Pricestrategies should reflect what
customers are willing and able to pay.
Promotionstrategies deal with how
potential customers will be told about the
new product, what the message will be,
when and where it will be delivered, andwith what inducements to buy.
The Marketing Mix
Slide 3 of 3
-
8/13/2019 MP_3 4Ps PowerPoint
12/16
Chapter 2n
Basic Marketing Concepts 12
SECTION 2.1The Marketing Concept
Target marketingis focusing all marketing
mix decisions on the specific group ofpeople you want to reach.
Target Marketing
-
8/13/2019 MP_3 4Ps PowerPoint
13/16
Chapter 2n
Basic Marketing Concepts 13
2.1 ASSESSMENT
Reviewing Key Terms and Concepts
1.What does the marketing concept state?
2.Who are the customers of Sony Electronicsand Hershey Chocolates? Who are their
consumers?
3.What is a market?
4.What is target marketing?
5.What are the four Ps of the marketing mix?
-
8/13/2019 MP_3 4Ps PowerPoint
14/16
Chapter 2 nBasic Marketing Concepts 14
2.1 ASSESSMENT
Thinking Critically
Many women's magazines like Glamourand
Ellepublish advertisement for men's cologne.Explain the rationale for this practice.
-
8/13/2019 MP_3 4Ps PowerPoint
15/16
Chapter 2 nBasic Marketing Concepts 15
2.1 Graphic OrganizerThe Marketing Mix
The Marketing Concept
Consumers
Marketing Research Marketing Segmentation
Product Price Place Promotion
-
8/13/2019 MP_3 4Ps PowerPoint
16/16
Chapter 2 nBasic Marketing Concepts 16
MarketingEssentials
End of Section 2.1
top related