Unit 10
Marketing
The Marketing Mix
In this part,you’ll
Learn about the,4Ps” and,4Cs” of
marketing.
Look at some familiar products and how
they are marketed
Promote a product with what you learned
about marketing
What are,4Ps”?
“4Ps”
Product
Price
Place
Promotion
Product:
the goods or the service that you
are marketing
It includes:
image
design
quality
reliability
features and benefits
Features and benefits
make the product unlike any
of the competing products.
Price:
making it easy for the customer to buy the
product
Price:
The product must be priced so that it
competes effectively with rival products in
the same market
Lower price,
better marketing?
Place:
getting the product to the customer
Place,
Various channels of distribution:
1,Producer ---- end-users
2,Producer ---- retailers ---- end-users
3,Producer ---- wholesalers/ agents
---- retailers ---- end-users
4,Producer ---- Wholesalers ---- directly to end-
users
5,Producer ---- multiple store group/department
stores/ mail order houses ---- end-users
6,Producer---- market ---- wholesalers ---- retailers
---- end-users
Promotion
present the product to customers
through advertising
1,Packaging and presentation
2,Image
3,Brand name
4,Advertising and slogans
Promotion involves:
Packaging and
presentation of the
product
Image
Brand name
Advertising and
slogans
Brochures
Literature
Price lists
After-sales service and
training
Trade fair
Public relations
Publicity
Personal selling
Advertising:
TV commercials
Newspaper ads
Magazine ads
Posters
Placing special
promotional displays
in community,in the
department store or in
the supermarket
Gift coupons
Presents
Lottery
bonus
Sponsoring festivals
Bankrolling concert
tours
What is,USP”?
USP,Unique selling proposition
features and benefits
“4Cs”
Customer
Communication
Convenience
Cost
Customer
What do customers need?
What do customers want?
Communication
How to communicate with customers?
AIDA
AIDA
How to attract the attention of potential
customers?
How to arouse interest in the product?
How to create a desire for its benefits?
How to encourage customers to take prompt
action?
Convenience
In which channel of distribution can the
customers get what they want?
Cost
How to make the marketing cost-effective?
“4Ps”&,4Cs”
“4Ps”,Product-oriented
“4Cs”,Customer-oriented
Part Two
How is a product
marketed?
In this part,you’ll
Review the concept of the,4Ps” and,4Cs”
of marketing.
Look at some familiar products and how
they are marketed
Promote a product with what you learned
about marketing
McDonald’s
Mcdonalds Hong Kong Homepage
What kind of promotion that
McDonald’s takes is the most
impressive to you?
Its TV commercial
McDonald’s song
All kinds of coupons
Kids dancing and playing games in
McDonald’s
How do you think of its product?
In which channel of distribution
does it get its product to the
customers?
How do you think of its price?
How about its promotion?
Promotion involves:
Packaging and
presentation of the
product
Image
Brand name
Advertising and
slogans
Brochures
Literature
Price lists
After-sales service and
training
Trade fair
Public relations
Publicity
Personal selling
Part Three
A special task for a special day!
Some questions you may follow:
What is a good brand name for a moon cake?
How to highlight the features and benefits of our
moon cake?
How shall we do advertising? How to attract
customers?
-- newspaper ads?
-- a promotional display in the supermarket?
-- coupon?
THE END