Marketing

Marketing
Topics to be covered:
• Market
• Marketing mix
• Product development and target market.
• Market Research
• Advertising
• Branding
• Sales promotion
• Public relations
A MARKET IS :
A market refers to all the people and institutions involved
in the buying and selling of a product.
The four P’s of Marketing:
• Product: Establish what product is to be produced.
• Price: Establish the price you want to charge for the

product . For example 0.80c for a Kit Kat.
• Promotion: Establish the marketing, advertising and

atfer sales policy. “ Have a break, Have a Kit Kat.”
• Place: Establish where your product will be sold.

Product Development
• Is the process of creating a new product or altering an
existing one.
• An example of this process is the new generations of ipods.

Target market and market segmentation
• A target market: is a group of consumers identified as being

the people most likely yo buy a particular product.
• Market Segmentation: means subdividing the market for a
product into specific grioups of people who share common
characteristics. i.e age, gender.
Segment the market for secondary school

books in Ireland.
Market research
Market research is the collection and analysis of
information about a product and the market for that
product.
• Aims of Market Research:

1. To find out what products students want.
2. To discover the best means of advertising.
3. To find the best means of distribution.
4. To establish a selling price.
5. To see the competition within the market.
Market Research techniques
There are two types of market research:
• Desk Research is information that has already been collected.
• Field Research is physical going and gathering new

information yourself.
Advertising:
Advertising is the communication of information about a
product or service to people in general or to a particular group
of people that tries to persuade them to buy the product or
service.
Reasons to advertise:
• Counteract bad publicity.
• To increase sales.
• To maintain a given level of sales.
• To project a good image for a firm.
• To give information.
Forms of advertising:
• There are four types:
• Information: gives useful information to the general public. “Get
the vaccine, not the flu”
• Persuasive: Attempts to convince people that they need their

product. “Because your worth it”
• Competitive: used to convince people that their product is better

than others.
• Generic: all the firms in an industry come together to fund an ad.

“Drink more Milk”
Advertising Media
The media you use will depend on your target audience. There
are many different types of media.
• Newspapers and magazines
• Shopping bags
• Internet
• Billboards
• TV and Radio
A good Advertising campaign should:
• First, get the ATTENTION of the potential consumer.
• Then create INTEREST of the potential customer.
• This interest should create DESIRE.
• This desire should lead to ACTION.
Branding:
• A brand is a name/sign/symbol/design used by a firm to identify
its products and distinguish them from other similar product.
• A successful brand creates an image in the publics mind of a

certain quality assoicated with the companys range of products.
• Example of brands: Nike, Subway, Google,Coke.

Public Relations:
• Is a sub section of sales promotion.
• It involves establishing and maintaining a good company

image in the mind of the public.
• It involves giving information to the media that shows a

positive image of the company
• Question: can you think of a company that has a good public
image.
• Apple
• Google
• Sony
Watch Steve Jobs explain Apple’s marketing strategy.
1. What type of strategy does the company use in advertising

their product?
2. Do you think this is effective advertising? Why?
https://www.youtube.com/watch?v=keCwRdbwNQY
Distribution :
• Channels of distribution are the methods used to transfer
finished goods from the manufactures to consumers.
• They vary in types from shipping , road, rail and air transport.
Identify various advantages & disadvantages (for
both the consumer & producer) associated with
each method of distribution.
Class Objectives
To be able to:
1. Identify the advantages/disadvantages associated with
various types of advertising.
2. Identify methods of Sales promotion
3. Understand the reasoning behind Branding & Sponsorship.
Suggest a suitable method of advertising for each of the
following and give two reasons for your choice in each case.
1. A summer sale in Lifestyle sports stores nationwide.

2. A circus coming to your local town.
3. The opening night of a school.
4. The launch of the latest Audi car.
Sales Promotion
• Sales promotion includes all activities , other than direct
advertising that firms use to promote their product and
increase sales.
• Free sample, Coupons, competitions, Sponsporship, Bulk

discount and Vouchers are all examples of sale promotion.
• Loss leader – a product sold at a loss in order to entice

customers into a shop in the hope they will buy other
products.
After sales service:
• After sales service is the support offered by manufacturers ,
distributors and retailers to consumers after once they have
purchased a product.
• Consumers image of a company is often shaped by the

quality of after sale service they provide.
• Customers take account of the assistance available to them
on the use of a product and solutions for solving problems.
• Companies are becoming more aware that their good

natured willingness to offer after sales service is important to
consumers.
Can you think of any companies whom are well

know for providing a good after sales service?
What is a Brand and why do
companies use it?
25
A Brand name is a unique name and
logo given to a product to differentiate
it from a similar product made by other
suppliers.
It is the identity of a particular product.

Brands could have reputation (be known for) some of
the following attributes:
• Reliable / Good Quality - e.g. Toyota – The best

built cars in the world.
•Stylish / exclusive – e.g. Tommy Hilfiger Clothing,

Mercedes.
A knowledge of brands could save you money in the

long run if you know what quality your buying.
Can you think of any brands that
have a suffered from bad
publicity? What was the reason
behind the poor publicity?
Revision summary true or False Questions.
Q1 Businesses use selling techniques to

increase sales?
Q2 Giving a free gift with a product is an
example of branding?
Q3 Businesses add logo’s to products so that
they will be more identifiable to consumers?
Q4 A loss leader is a product which is sold at a
higher price to encourage consumers to buy
it?

Marketing

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Marketing

• Price: Establish the price you want to charge for the

• Promotion: Establish the marketing, advertising and

• Place: Establish where your product will be sold.

• An example of this process is the new generations of ipods.

• A target market: is a group of consumers identified as being

Segment the market for secondary school

• Aims of Market Research:

• Desk Research is information that has already been collected.

• Field Research is physical going and gathering new

• To maintain a given level of sales.

• To project a good image for a firm.

• Persuasive: Attempts to convince people that they need their

• Competitive: used to convince people that their product is better

• Generic: all the firms in an industry come together to fund an ad.

• A successful brand creates an image in the publics mind of a

• Example of brands: Nike, Subway, Google,Coke.

• It involves establishing and maintaining a good company

• It involves giving information to the media that shows a

1. What type of strategy does the company use in advertising

1. A summer sale in Lifestyle sports stores nationwide.

• Free sample, Coupons, competitions, Sponsporship, Bulk

• Loss leader – a product sold at a loss in order to entice

• Consumers image of a company is often shaped by the

• Companies are becoming more aware that their good

Can you think of any companies whom are well

It is the identity of a particular product.

• Reliable / Good Quality - e.g. Toyota – The best

•Stylish / exclusive – e.g. Tommy Hilfiger Clothing,

A knowledge of brands could save you money in the

Q1 Businesses use selling techniques to

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