Basic Marketing Concepts

Std. 3

Marketing Concept

• The idea that you must satisfy a customers’ needs and wants in order to make a profit.• Businesses must have the right goods and services at the

right time, at the right price and at the right place. Plus they must communicate this to their customers.

Target Market

• Target Marketing -- Involves focusing marketing decisions on a specific group of people you want to reach with your product.

Who’s the target?• Apple iPad 4th Generation - Wi-Fi - 16 GB – Black $349

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Who’s the target?

• Harry Potter and the Sorcerer's Stone $14.58

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Market Segmentation

• Analyzing a market by specific characteristics in order to create a target market.• Once a target market is identified, a business can customize

its products and marketing strategies to that specific group of customers.• To do this, businesses may segment a market by

demographics, psychographics, geographics, and product benefits.

Demographic Segmentation• Market segmentation based on your target market’s

personal characteristics. • Includes• gender• age• income level• occupation• ethnic background• education level

Psychographic Segmentation• Market segmentation based on your target market’s lifestyles and

personality characteristics.• Includes• attitudes• values• activities• interests

Geographic Segmentation

• Market segmentation based on where your target market lives.• Includes • local markets• regional markets • national markets• global markets

Benefit Segmentation

• Market segmentation based on benefits your target market expects to receive or gain from products.

• Includes• added protection• health issues• special needs• stage in family life cycle

The 4 P’s of the Marketing The 4 P’s of the Marketing MixMix

•Product•Place•Price •Promotion

• The Marketing Mix is comprised of four basic marketing strategies, collectively known as the “Four P’s.”

• The Marketing Mix is dependent on how well the target market is defined and how well all strategies are directed toward that target audience!

Product• Knowing what product to make, how to package it, what

brand name to use, and what image to project.

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Place

•Determines how and where a product will be distributed.

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Price

• Should reflect what customers are willing and able to pay.

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Nike Shox Deliver - Men's

$99.99

Champs Sports

Promotion

•Deals with how potential customers will be told about the new product, what the message will be, when and where it will be delivered, and with what inducements to buy.

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Any Questions?

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