Questions on the Reading

1
Questions on the Reading

• According to the reading, what does every
  marketing concept begin with?
• What aspects of the target customer make up a
  profile?
• What factors are significant in the physical
  positioning (i.e. location) of a company? The
  psychological positioning?
• What factors must be considered when setting the
  price of a product?

2
Marketing Basics (Reading)
Which of the following fall within the area
Marketing?

• defining the target customer
• figuring out customers
• needs
• calculating cost of producing
• setting the price
• designing the product
• packaging the product
• checking out the competition
• sponsoring events
• public relations
• deciding how to sell
• deciding where to sell

• training sales staff
• servicing the product
• creating ads
• placing ads
• point-of-sale displays
• (re-)creating a company
• image
• test marketing
• providing free samples
• participating in trade fairs
• distributing the product
• making special offers

3
Now label the activities as follows 1 a part
of Market Research 2 a job for Advertising /
Creative dept. 3 a Promotion activity 4 a
responsibility of Sales / Distribution 5 a
task for the Financial Controller
4

• defining the target customer
• figuring out customers
• needs
• calculating cost of producing
• setting the price
• designing the product
• packaging the product
• checking out the competition
• sponsoring events
• public relations
• deciding how to sell
• deciding where to sell

• training sales staff
• servicing the product
• creating ads
• placing ads
• point-of-sale displays
• (re-)creating a company
• image
• test marketing
• providing free samples
• participating in trade fairs
• distributing the product
• making special offers

5
1 a part of Market Research

• defining the target customer
• figuring out customers
• needs
• calculating cost of producing
• setting the price
• designing the product
• packaging the product
• checking out the competition
• sponsoring events
• public relations
• deciding how to sell
• deciding where to sell

• training sales staff
• servicing the product
• creating ads
• placing ads
• point-of-sale displays
• (re-)creating a company
• image
• test marketing
• providing free samples
• participating in trade fairs
• distributing the product
• making special offers

6
2 Advertising / Creative

• defining the target customer
• figuring out customers
• needs
• calculating cost of producing
• setting the price
• designing the product
• packaging the product
• checking out the competition
• sponsoring events
• public relations
• deciding how to sell
• deciding where to sell

• training sales staff
• servicing the product
• creating ads
• placing ads
• point-of-sale displays
• (re-)creating a company
• image
• test marketing
• providing free samples
• participating in trade fairs
• distributing the product
• making special offers

7
3 Promotion

• defining the target customer
• figuring out customers
• needs
• calculating cost of producing
• setting the price
• designing the product
• packaging the product
• checking out the competition
• sponsoring events
• public relations
• deciding how to sell
• deciding where to sell

• training sales staff
• servicing the product
• creating ads
• placing ads
• point-of-sale displays
• (re-)creating a company
• image
• test marketing
• providing free samples
• participating in trade fairs
• distributing the product
• making special offers

8
4 Sales / Distribution

• defining the target customer
• figuring out customers
• needs
• calculating cost of producing
• setting the price
• designing the product
• packaging the product
• checking out the competition
• sponsoring events
• public relations
• deciding how to sell
• deciding where to sell

• training sales staff
• servicing the product
• creating ads
• placing ads
• point-of-sale displays
• (re-)creating a company
• image
• test marketing
• providing free samples
• participating in trade fairs
• distributing the product
• making special offers

9
5 Financial

• defining the target customer
• figuring out customers
• needs
• calculating cost of producing
• setting the price
• designing the product
• packaging the product
• checking out the competition
• sponsoring events
• public relations
• deciding how to sell
• deciding where to sell

• training sales staff
• servicing the product
• creating ads
• placing ads
• point-of-sale displays
• (re-)creating a company
• image
• test marketing
• providing free samples
• participating in trade fairs
• distributing the product
• making special offers

10
Advertising the AIDA formula

• Attention
• Interest
• Desire
• Action

11
(No Transcript)
12
Advertising Tricks and Techniques to . .
. attract attention

• colors (e.g. green environmentally friendly)
• (large) print
• placement ( e.g. multi-page ads)
• beautiful (sexy) people, famous people
• skin
• interesting camera work (e.g. extreme close-ups)
• catchy slogans or product names (e.g. Yahoo)
• music / noises / interesting voices
• repetition
• direct questions
• logos

13
Advertising Tricks and Techniques to . . . raise
interest /make product unique

• puzzles or enigmas
• nonsense or non-sequiters (e.g. Humanic)
• association
• celebrity endorsements (e.g. Nikes Air
  Jordan)
• unusual or ugly people
• continuing series (e.g. Nescafé)

• direct comparison with the competition
• slamming the competition
• shock advertising
• anti-advertising (e.g.Diesel or Mustang
  Jeans)
• controversy
• humor / parody
• understatement

14
Advertising Tricks and Techniques to . .
. create a desire for the product

• appeal to fears (e.g. worries about pensions in
  future)
• appeal to a sense of rebellion (e.g. cigarettes)
• appeal to desire for status (e.g. cars)
• appeal to need for safety or security (e.g.
  Volvo)
• association with a better life (e.g. Bacardi)
• appeal to a desire for youth or fear of aging
• ease or convenience (e.g. time-saving products)
• preying on feelings of guilt (e.g. washing
  powder ads)
• fear of falling or being left behind
• need for a sense of belonging