marketing
TRANSCRIPT
![Page 1: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/1.jpg)
Floral Design
Plant: Jade
Term: Marketing
![Page 2: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/2.jpg)
Jade Plant Crassula• Bright Light• Low humidity• Spring & summer: water when dry at the top,
winter and fall: allow the soil to dry completely between waterings
• Needs very little fertilizer• Grow best at 74 to 80 deg day and 55 at night• Propagate by cuttings or leaves but cuttings
need to callus over first.• Pests: mealy bugs or scale
![Page 3: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/3.jpg)
Marketing
• the business activity of presenting products or services in such a way as to make them desirable
• “There is only one valid definition of a business purpose: to create a customer”
![Page 4: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/4.jpg)
Basics of Marketing
• 4 Ps Target Market
Product Placement Promotion Price
![Page 5: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/5.jpg)
Product
• What are you trying to sell?
• What is the quality of the product?
• What is the availability of the product?
• What differentiates this product from all of the other products in the world?
![Page 6: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/6.jpg)
Placement
• How a product flows from producer to consumer
• Where will the customer buy the product?
![Page 7: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/7.jpg)
Promotion
• How will the public know what you have to sell?
• Will people trust your business?
• Will people believe they are getting good value?
![Page 8: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/8.jpg)
Pricing
• Supply & Demand
• Introductory prices
• Sales
• Loss leaders
• Premium pricing - link
• Attractive numbers ($9.89)
![Page 9: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/9.jpg)
Marketing
• Who are the customers I want to find, develop, & keep?
• What products and services must I offer to develop these customers?
![Page 10: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/10.jpg)
Marketing Mix
• Unique for each product
• Need to correctly identify the correct market for the products
![Page 11: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/11.jpg)
SWOT
• SWOT analysis is a tool for auditing an organization and its environment.
• It is the first stage of planning and helps marketers to focus on key issues.
• Strengths
• Weaknesses
• Opportunities
• Threats
} Internal
} External
![Page 12: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/12.jpg)
Guerrilla Marketing
• Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.
• Guerrilla marketing tactics are unexpected and unconventional.
• The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing.
![Page 13: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/13.jpg)
Guerilla Marketing Examples
![Page 14: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/14.jpg)
Market Survey
• Identify Customer– Age– Gender– Purchase history
• Likelihood to purchase• Product preferences
– Flower Arrangements– Single Flowers– Flowers to wear– Balloons
• Price limitations
• We conducted several teacher surveys last fall
• Results:– Most of the teachers
and students do not buy flowers here
– Concentrate efforts on those who do
![Page 15: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/15.jpg)
Marketing Project• Today - Select a floral or related product to market• Identify the Placement of the product
– Who will you sell them to?– How will you sell them?
• Plan a promotion for them– How will you convince people that they should by them
• Pricing– What pricing strategy will you use?
• Tomorrow – Make a sign for your business to highlight your products
![Page 16: marketing](https://reader036.vdocuments.us/reader036/viewer/2022062513/5551a161b4c905013a8b505d/html5/thumbnails/16.jpg)
Example
• Product 1: - – Romantic Rose bouquet– Good quality flowers – not discount – not OTT
• Placement – – Selling in a busy shopping center, – Selling to adults on their way home from work– Packaged and ready for pick-up without waiting
• Promotion – – Signage with happy couples– Catchy slogan about flowers make my day– Bright – noticeable colors
• Pricing– Moderate – above grocery store – below HE florist