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KeyTerms:WhatisMarketing?
1.1

Term

TextDefinition

marketing

Planning,distributing,pricing,promotingandsellingofgoodsandservices
tosatisfyneedsandwants.

Consumer
market

Everyonewhomightbuyaproduct

Rawmaterials

Unfinishedgoods,usuallymarketedtobusinessesthatprocessthemor
usetheminmanufacturing.

Processed
goods

Soldasfinishedgoodsorsemifinishedgoods.

Targetmarket

Anygroupofconsumerstowhommarketerswanttosellto

Whomarkets?5

Manufacturers

Politicians

Servicebusiness

Nonprofit

Individuals

TypesofProducts2

Goods

Services

TypesofGoodsorservices2

Industrial

Consumer

RawMaterialsare:

Unfinishedgoods,usuallymarketedto
businessesthatprocessthemorusethemin
manufacturing

ProcessedGoodsare:

Soldasfinishedgoodsorsemifinishedgoods.

FinishedGoodsare:

Productsthatnolongerrequireprocessing

Thedifferencebetweenindustrial
andconsumergoodsandservices:

Consumergoodsarenonindustrialproducts
intendedforpersonalusebythepublic.

AtargetMarketis:

Anygroupofconsumerstowhommarketerswant
tosellto

1.2

3majorstepsoftheMarketingConcept:
Identifyanopportunityinaspecificconsumerorindustrialmarket.
Ensuretheopportunityhasnotbeenmet
Usemarketingtosellit
Theimportanceofmarketingactivitieschangeswithsupplyanddemand.Whenthedemand
isgreaterthenthesupplyofgoods,excessivemarketingisredundantbecausetheproduct
sellsitself.
Whenthereismoresupplythandemand,marketingbecomesamajorfactorinsuccess.

Theindustrialrevolution(massproduction)changedthebalanceofsupplyanddemand
becausebeforemassproduction,demandwasusuallygreaterthansupply!!!
Theinternethasconnectedbuyersandsellersglobally.

1.3
Regionalorganization

Definition:canbewithinacity,provinceor
area

Example&Website:

Crest,ColgateinQuebec

Internationalorganization

Definition:setsupmarketinganddistribution
centersinforeignmarkets.

Example&Website:golfretailers,Nike

Brandmanagement

Definition:assignstheirspecificbrandsto
differentmanagerstobetreated
separatelymostpopular

Example&Website:Proctor&Gamble

Distributionmanagement

Definition:organizesmarketingaroundthe
wayproductorserviceisdelivered.

Example&Website:Coke&PepsiStores,
schools,vendingmachines

Marketingdivisionscanbeorganized
by:

region

country

brand

distribution

Combination

Research

Conductingsurveysgathers:
Preferences
habits
lifestyle
competition

ProductDevelopment

3concernsoftheproductanddevelopment
team:
Makeaproductthatmeetsneeds
Canbedeliveredeffectively
Competitivelypriced

Packaging

Pricing

Branding

Includesaproducts:
name
logo
slogan
Packagedesign
Trademark

Sale

Physicaldistribution

Inventorymanagement

Acompanytriestohave:
Enoughtosatisfydemand
Notmorethantheycansell

Storage

Promotion

advertising
publicity

1.5ConsumerandCompetitiveMarkets

Completeasyouread1920
Aconsumermarketis

Allofthoseconsumerswhoareormaybecomeinterested
inaproductorserviceandwhohavethemeansofbuying
it

Acompetitivemarketis

Alloftheproductsorservicesthatcompeteforcustomers
withinaspecificcategory

Anaggregatemarketis

Amarketthatincludeseverybody

Adifferentiatedmarketis

Onewhichtargetsconsumersbysometypeof
demographicprofile

Provideaspecificexampleoftheorganizationontheleftandtheirtargetmarket
Org.

Example

Target

Clothing

LeChateau

Young,fashionconscious,
aged1425.Earlyadopters,
leadingedgeimage

Shoeretailer

Payless

All ages, families, casual, sporty

and fashion conscious

Fastfood

MacDonalds

Families w/ children, Ages 4-13,

quick bite to eat, cheaper
food.

Recordingartist

JustinBieber

Ages 10-20, mainly young girls.

Nonprofitorganization

CompassionCanada

Ages 18+, anyone who wants

to make a difference for
children living in poverty.

Industryofyourchoice1

Musicproduction

Young, ages 12-25.

Industryofyourchoice2

Athletics(SportsChek)

Any age, targeted at anyone

with a love for athletics, or
fashion concious (Name Brand
clothes).

1.6MarketingMix

4ElementsoftheMarketingMix

1. Product
1. develop
2. package
3. Brand

2.Promotion
1. advertise
2. Salespromotion
3. publicity

3.Price

4.Place
1. distribution
2. storage
3. channel

Usethefollowingtabletocomparethemarketingmixofthefollowingcompanies.Explainyouranswerin
asmuchdetailaspossible.UseaGooglesearchifpossibletoobtainmoreinformation.

Product
Quality

Placeor
places
Location

Price
(higher/lower)

Promotion
Whatkind?

PizzaPizza
vs.

Freshlymade,
fresh
ingredients

PizzaPizza,
over500
locationsin
canada

Higher,$12
(Med)

Commercials,
newspaper
ads,radio

Localpizza
place

Freshmade,
fresh

Zias
Pizzeria,Fort

Lower,$9
(Med)

Local
newspaper

ingredients
McCains
FrozenPizza

Frozen,cookit
yourself,
reviewssayit
isOkay,
alright
flavours.

Erie
Walmart,
Sobeys,
Nofrills

radio
Lower,$8
(Med)

YMCAvs.

Clean
equipment,
affordable

49locations
across
Canada

Lower,$5(Day
pass)

Commercials,
newspaper
ads,
billboards,
radio

localgym

Uncertain
cleanliness

1local

Higher,$8(Day
pass)

Local
newspaper

LocalSports
storevs.

Noname
Brands,
unsureof
quality

545Niagara
st,Welland

Lower

Localpaper
ads

SportsChek

Namebrand,
durability,
qualityis
tested

50+stores
across
Canada

Higher

BIllboards,
Newspaper,
magazines,
commercials

Usedcarlot
vs.

Multibrands,
goodpricing
andfairly
goodcars

1031Niagara
st,Welland

Lower(used)

Localpapers

Namebrand,
higherquality

915Niagara
stWelland

Higher(New)

Commercials,
magazineads

MagicCutsvs

Professional,

325Thoroldrd

Lower

commercials,

Chevrolet
dealership

Commercials,
newspaper
ads.

greatpricing
andhaircuts

newsads

Local
Hairstylist

Poor
customer
service,
satisfiedwith
cut.

800Niagara
St,Welland

Higher

localpapers

GNCvs.

Good
customer
serviceand
good
products

7555
Montroserd,
welland

Fairlygood
pricing,lower

Ads
Radio

Localhealth
store

Fairvariety
ofproducts

136Thorold
rd,Welland

Higher

Facebook,
radio

BestBuyvs.

Slightover
pricing.

240vansickle
rd,st,
catherines

higher

Tv,Ads,
Radio,
Billboards

FutureShop
vs.

__________
_

___________

___________

__________

TheSource

Good
service,great
products

800Niagara
st,Welland

Lower

Ads,Tv,
radio,
Billboards

7UPvs.

Mountain
Dew

Cokevs.

RedBullvs.

Gatorade

MarketingPlan=Goals+targetmarket+4ps

BrandStrategy

Tocommunicatethevalueofaproductorservicetotheconsumer

Value

Differencebetweenperceivedcostandperceivedsatisfaction

ValueEquation

TotalBenefitsTotalcosts

Aruleofmarketing

Inyourwords,explainwhat
Perceptionisreality
means.(Notin
Book)

Onceapersonbelievessomethingtobetrueitisverydifficultto
changetheirminds,regardlessofthefactsortruth.

Distribution
Strategies

1. Push
2. Pull
3. Combo

PushStrategy

Productspurchasedasbargain,giftorimpulse.Sell,marketto
retailers,importersorwholesalers,nottoenduser.Iftheyseeit,
theyllbuyit.Inyourface!

PullStrategy

Attemptstoincreaseconsumerdemanddirectlyratherthanrely
onretailers.Requiresmajoradvertisingandpromotion.Create
needorwantbytalkingaboutbenefits.Softerapproach.

Combination

Pullstrategyneedstocombinewithpush,butpushdoesnotneed
pull!

1. Classifythefollowingmarketingasbeingapush,pullorcombinationstrategy.
2. Explainyouranswer.

Activity

Push,Pull,Combo

Explain

Newpackaging

Pull

Newpackagingismeantto
attract,makeyouwanttobuy
it.

Pointofpurchasematerials

Push

Iftheyseeitinstore,they
wantit.

BillboardAdvertising

Combo

Advertisingflashymakes
peoplewanttheproduct.

Takingaclientgolfing

Push

Personaltimewiththe
customer,persuasive.

Coupons

Combo

Offeringdiscounts
(persuasion),increasing
sales

InStoreDiscounts

Push

Theyseethediscountsthey
wanttobuyitinstore.

Movingtheproductcloserto
thecashregister