Unit 10

Marketing

The Marketing Mix

In this part, you’ll

Learn about the “4Ps” and “4Cs” of marketing.

Look at some familiar products and how they are marketed

Promote a product with what you learned about marketing

What are “4Ps”?

“4Ps”

Product Price Place Promotion

Product:

the goods or the service that you are marketing

It includes:

• image• design• quality• reliability• features and benefits

Features and benefits

make the product unlike any of the competing products.

Price:

making it easy for the customer to buy the product

Price:

The product must be priced so that it competes effectively with rival products in the same market

Lower price,

better marketing ?

Place:

getting the product to the customer

Place: Various channels of distribution:1. Producer ---- end-users2. Producer ---- retailers ---- end-users3. Producer ---- wholesalers/ agents ---- retailers ---- end-users4. Producer ---- Wholesalers ---- directly to end-

users5. Producer ---- multiple store group/department

stores/ mail order houses ---- end-users6. Producer---- market ---- wholesalers ---- retailers

---- end-users

Promotion

present the product to customers through advertising

1. Packaging and presentation

2. Image

3. Brand name

4. Advertising and slogans

Promotion involves:

Packaging and presentation of the product

Image Brand name Advertising and

slogans Brochures Literature

Price lists After-sales service and

training Trade fair Public relations Publicity Personal selling

Advertising:

TV commercials Newspaper ads Magazine ads Posters Placing special

promotional displays in community, in the department store or in the supermarket

Gift coupons Presents Lottery bonus Sponsoring festivals Bankrolling concert

tours

What is “USP”?

USP: Unique selling proposition

features and benefits

“4Cs” Customer Communication Convenience Cost

Customer

What do customers need?

What do customers want?

Communication

How to communicate with customers?

AIDA

AIDA How to attract the attention of potential

customers? How to arouse interest in the product? How to create a desire for its benefits? How to encourage customers to take prompt

action?

Convenience

In which channel of distribution can the customers get what they want?

Cost

How to make the marketing cost-effective?

“4Ps”& “4Cs”

“4Ps”: Product-oriented “4Cs”: Customer-oriented

Part Two

How is a product marketed?

In this part, you’ll

Review the concept of the “4Ps” and “4Cs” of marketing.

Look at some familiar products and how they are marketed

Promote a product with what you learned about marketing

McDonald’s Mcdonalds Hong Kong Homepage

What kind of promotion that McDonald’s takes is the most impressive to you?

Its TV commercial McDonald’s song All kinds of coupons Kids dancing and playing games in

McDonald’s

How do you think of its product?

In which channel of distribution does it get its product to the customers?

How do you think of its price?

How about its promotion?

Promotion involves:

Packaging and presentation of the product

Image Brand name Advertising and

slogans Brochures Literature

Price lists After-sales service and

training Trade fair Public relations Publicity Personal selling

Part Three

A special task for a special day!

Some questions you may follow:

What is a good brand name for a moon cake? How to highlight the features and benefits of our

moon cake? How shall we do advertising? How to attract

customers?

-- newspaper ads?

-- a promotional display in the supermarket?

-- coupon?

THE END