BSBMKG401A Profile the market WEEK 2

1
BSBMKG401A Profile the marketWEEK 2

• Review previous week
• Reference Rix ch 1 pps 1-18 and 21-28
• Underpinning knowledge Marketing strategy and
  mix
• Activities
• Assignment explanation

2
Review previous week True/false

• Marketing is a managerial process. T
• Marketing is about selling. F
• The ultimate aim of marketing is to create
  exchanges. T
• Pricing, promotion and distribution are of no
  relevance to marketing. F
• Companies recognized the importance of marketing
  in the 1960s. F
• Two basic premises underlie the marketing
  concept. T
• Consumers buy the features of products. F
• Marketers need to develop relevant marketing
  programs and an appropriate marketing mix. T
• Marketing is only relevant to goods (products).
  F
• Marketing does not cover planning and execution.
  F

3
Review previous week PART 2

• How does the definition of marketing explained
  during class differ from the definition of
  marketing you held before you came to class?
• Why is marketing an important area of study?
• Explain what is meant production orientation.
• Explain what is meant by sales orientation.
• Explain what is meant by marketing orientation.
• Marketing managers need to be concerned with the
  social consequences of their marketing
  activities. Do you agree? Why or why not?

4
What is Marketing?

• A major part of business management
• Marketing - a connecting activity
•  
• Inside our The
• company outside
• 
  world
• ALL Customer related activities

5
What do Marketers do?

• Types of jobs
• sales
• advertising
• market research
• public relations
• product development
• etc.

6
How does it work?

• People buy benefits NOT physical products
• Important benefits can add value to the customer
• Sell what people want to buy

7
Select a target market
Hunters?
Breeders?
Burglar alarm with TEETH?
Government?
Substitute children?
Racing?
Kid's companion?

• different people want different things
• Any others? Write down 2 of the above.

8
Customer profile

• Who are they?
• Who are the influencers?
• Why do they buy?
• How do they buy?

9
Customer profile Pair share task

• Write up ½ page profiles of two segments in the
  dog food market.
• Discuss with people at the next table.

10
The Marketing Mix

• A 4 way balance

Where they get it
What they get
How we tell them
What we get
11
Marketing strategy

• Who are our customers?
• What is our mix?
• Which P will we emphasize?
• A separate blend for each aspect of the mix
• MMMIX3.SWF

12
Marketing strategy pair share

• Write up a marketing mix for one of the segments
  you profiled.
• Explain why you made these recommendations.
• Whats happening inside each of the 4 ps?

13
What business are we REALLY in?The business
diamond
14
Use the business diamond to describe the VU dog
food youve recommended
15
Individual hand in activity

• What are customers really buying when purchasing
  each of the following products or services
• Calculator haircut
• Toothpaste blanket
• Gumboots Aerogard
• Camera facial tissue
• soft drink new car battery
• Vogue
•  Give three examples of products that were
  developed or adapted to suit customer needs.
• What business are the following organizations
  really in?
• Connex/Vline Telstra
• G. M. H. TAFE
•  

16
Assignment 1

• Item 1 10 Due Week beginning march 8/04
• May be done in pairs.
• Collect print advertisements and take notes of
  radio and television ads about as many different
  brands and types of dog food as you can. Prepare
  a poster in table form summarizing each brands
• Main advertising claim
• Packaging size and design
• Where ads appeared
• What kinds of people would see the ad in this
  medium
• What type of people you think this brand of dog
  food appeals to.
• (HINT you should be able to get pictures of the
  various brands from the Internet and cut and
  paste them into your own word processing files.)
• Prepare a one page report summarizing your
  findings.