Marketing Activities:

• Research
• Development
• Sales
• Distribution
• Advertising
• Promotion

Research determining the viability of a new service/ product by research organized with possible customers

Definition of Marketing: Activities that are all involved in getting goods and services of the business to producing them to consumers.
Fundamental Roles: Sell what business make & Manage the brand(s)

Development: Bringing a product from concept or idea through to market release

Sales: Related to selling/ the number of goods sold in a certain targeted time frame (supply and demand)

Promotion: Influencing the buying behaviour of customers and clients with a selling message that is persuasive about the product and service.

• -Examples-
• Push and pull strategies
• location, size, types of ads

Advertising: promotional tool than will influence the behaviour of buying from customers

What are logos used for?

• Helps everybody to remember the company or business
• Increases the image for that company
• Represents the name of the business
• Makes its easier for people who can't read
• Makes it easier for when travelling

Logo:

• symbols that are related with the company/product
  Different kinds of logos:
• Monogram (stylized writing)
• Visual(represents something)
• Abstract (not representative)
  (Logo's help the product to compete for consumer awareness)

Slogan:
Definition: A short or catchy ad phrase associated with a company or product

Brand Names:

• word(s) businesses use to characterize their products from their competitors

Trademark:
Definition: A familiar sign, design or expression that classifies products and/or services and gives the business owner rights

Definition of Branding creating an image for products and services

Push: Manufacturers pay close attention on selling products to retailers

• They offer special pricing
• Provides display materials
• Provides specialized racking, fridges
• pay retailers a shelf allowance

ex. of push tactics

• trades show promotions to encourage retailer demand
• direct selling to customers in showrooms or face to face '
• negotiation with retailers to stock your product
  efficient supply chain allowing retailers an efficient supply
• Packging design which encourages purchases

ex. of pull tactics

• advertising and mass media promotions
• customer relationship management
• sales promotions and discoutns

Pull: Manufacturers concentrates on creating demand at the consumer level

• customers will be asking for it
  lots of advertising and promotions

Functions of Marketing:

• Helps a business determine its target market (groups of consumers the business wants)
• Gives consumers what they want (Product, Place, Price and Promotion)

Definition:

• Places where goods and/or services are exchanged for something that of value
• A group of people with similar wants and needs for a product and/or service

Marketing Process

• Find a need
• conduct research
• Design a product to meet the needs based on the research
• Set prices and perform product testings
• Determine a brand name, design packaging and logos
• Select a distribution channel suitable for products

Marketing Mix

• The marketing actives are required to move a certain product and/or service from producer to the last consumer
• Elements of marketing- 4Ps- product/service, Price, Place and Promotion and 2Cs- Cometeion and consumer

Product/Service

• Successful products or services must satisfy consumers needs and/or wants much better than existing products and/or services.
• brand names, trademarks, packaging and labeling are all parts of product that need to be given attention
• Innovation and improvement are the keys to successful marketing

Price

• Contributes to the success or failure of a product or service
• The consumer must believe that the price is reasonable, they take the quality and prices of the same or similar product/ service into account
• The price should cover the cost of the production, it should allow for profit.

Promotion

• Inform potential customers of the product's or service's benefits and availability. The purpose of promotion is to persuade customers that the product or service is better than alternatives.
  Promotion Activities:
• Personal selling- sales person, goes door-to-door and telemarketing
• Sales promotion- gives out free samples, coupons and rebates
• Public relations- a fair reputation in the public

Place:

• How and where the product is sold

1. Direct Channels

• farmer's market

2. Indirect Channels

• wholesalers

3. Specialty

• vending machines

Competition:
The Competitive Market:

• all sellers of a certain product
  Market Shares-
• The share of the market that a company's brand currently controls

Consumer:

• In order to be competitive, businesses research and target potential customers for a product or service.
  Demographics- age, gender, culture, income and religion
  Lifestyle- a way people live, values, motivations and beliefs