unit 9 Marketing Fundamentals (1).ppt

Marketing Fundamentals (Ⅰ) Lead-in Content Text A Marketing Marketing Marketing is the ongoing process of moving people closer to making a decision to purchase, use, follow or conform to someone else’s products, services or values. Marketing Product means the product management and product marketing aspects of marketing. They deal with the specifications of the actual good or service, and how it relates to the end-user’s needs and wants. Marketing Promotion includes advertising, sales promotion, public relations, and personal selling, and refers to the various methods of promoting the product, brand, or company. As well as the standard four Ps, services marketing calls upon an extra three, totaling seven and known together as the extended marketing mix. Process: This is the process(es) involved in providing a service and the behaviour of people, which can be important to customer satisfaction. Customer focus suggests that the company focuses its activities and products on customer needs. The next big thing is a concept in marketing that refers to a product or idea that will allow for a high amount of sales for that product and related products. In a product innovation approach, the company pursues product innovation, then tries to develop a market for the product. Product innovation drives the process and marketing research is done primarily to make sure that a profitable market segment(s) exists for the innovation. An emerging area of study and practice concerns internal marketing or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers. A relatively new form of marketing uses the Internet. It typically tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Text A: Exercises Text A: Exercises