CHAPTER 11 : MANAGING

THE MARKETING FUNCTION

The Marketing Concept

Marketing
Is a group of activities designed to facilitate

and expedite the selling of goods and

services.

The 4 Ps of Marketing
The Product
The Price
The Place
The Promotion

Promotional tools
Advertising
Publicity
Personal Selling
Sales Promotion

EXAMPLES OF
SALES PROMOTION

Strategic Marketing For

Engineers
Selecting a target market
A market consists of individuals or

organizations, or both with the desire and

ability to buy a specific product or service.

Factors in selecting a target

market
The size of the market
The number of competitors serving the

market

Strategic Marketing For

Engineers
Developing a marketing mix
After the target market, a marketing mix

must be created and maintained.

 IN-PERSON

PRESENTATIONS
One-on-One
Internet teleconferencing
In Person, Telephone, Letter,
Fax, E-mail
Selling Environment
Attire/Grooming
Public Presentations, Civic
Activities
Networking
Trade Shows?

IMPERSONAL

PRESENTATIONS
Print , Radio/TV and Yellow
Pages Advertising
Web site
Printed Materials of all kinds
Signage
Window, Counter, Shelf
Display
Broadcast Fax and E-Mail
Direct Mail
Sponsorships?