Marketing

Finding a target market

https://www.youtube.com/watch?v=13-Rqjt5kwg

What is the target market for this commercial? Try to be very specific.

Listerine

Listerine

Listerine

Toward the marketing concept

Production orientation Product orientation Sales orientation Customer orientation

How to make it? What to make? How to sell it? What do customers

need?

The marketing mix

The marketing mix

The marketing mix for goods: the 4 Ps

Price Promotion Product Place

The marketing mix for services: 7 Ps

Price Promotion Product Place Process Physical evidence People

The marketing mix

Watch and take notes: Why is it important that all 4 Ps are well set

when marketing a product? https://www.youtube.com/watch?

v=JIirzTdaey4 (from 3:29)

Brands

https://www.youtube.com/watch?v=sQLlPC_alT8

What is a brand? How do people relate to brands?

Watch and answer the questionshttp://www.youtube.com/watch?v=b7c27ikbR20

1. Why was it necessary to change the advertising of Marlboro?

2. What was the originial target market of Marlboro?

3. Who did they decide to concentrate on afterwards?

4. Why did the new icon fit the new target market?

5. What was the result of the changed advertising?

6. Retell the story of the Ford Edsel. Why didn’t advertising help with sales?