《overview 2 marketing》.ppt

What is Marketing? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives. The Apprentice is a 15-episode drama in which 16 candidates from all walks of life. The tasks test their intelligence, chutzpah and street-smarts. Team work Recall the video and discuss with your team members: the reasons for success and failure. Marketing is a behavior, is an art, is a science. 4 P’s/4 C’s/4 V’s Part I Promotion Work in pairs and match the promotional activities below with each picture. Direct mail Free gifts Free samples Leaflets and brochures Newspaper articles Point-of-sales display Sponsorship TV and radio ads website Advertising At a low cost per exposure More legitimate Expressive Build up long-term image Trigger quick sales Impersonal One-way communication Costly Advertising techniques Testimonials from famous people Drawing on authority to “prove” claims. The down-to-earth approach Half-truths, only positive evidence Comparing similar products and exaggerating differences, which are not necessarily important. Use of humors Emphasizing value for money Use of free offers Sales promotion Coupons, contests, cents-off deals, premiums… Attract attention Strong incentives Quick response– buy now! Short-lived Market Makers Find words or phrases in the text which mean the following. Observe/study (p.1) Money reserved for spending on marketing (p.2) Tactic (p.2) Examining closely (p.3) Increases and decreases (p.3) Studied (p.4) Stopped (p.4) Public relations Very believable– news stories, features, sponsorships and events. Reach prospects who avoid salespeople and ads “news” rather than sales-directed communication Effective and economical Personal selling Most effective tool Personal interaction Long-term relationship A greater need Long-term commitment Most expensive tool Direct marketing Telephone marketing,