1、Unit 10 Marketing The Marketing MixIn this part,youll 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 PromotionProduct:the goods or the service that you ar
2、e marketing It includes:image design quality reliability features and benefitsFeatures and benefits make the product unlike any of the competing products.Price:making it easy for the customer to buy the productPrice:The product must be priced so that it competes effectively with rival products in th
3、e same market Lower price,better marketing?Place:getting the product to the customerPlace: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/d
4、epartment stores/mail order houses-end-users6.Producer-market-wholesalers-retailers-end-usersPromotion present the product to customers through advertising1.Packaging and presentation2.Image3.Brand name4.Advertising and slogansPromotion involves:Packaging and presentation of the product Image Brand
5、name Advertising and slogans Brochures Literature Price lists After-sales service and training Trade fair Public relations Publicity Personal sellingAdvertising:TV commercials Newspaper ads Magazine ads Posters Placing special promotional displays in community,in the department store or in the super
6、market Gift coupons Presents Lottery bonus Sponsoring festivals Bankrolling concert toursWhat is“USP”?USP:Unique selling proposition features and benefits “4Cs”Customer Communication Convenience Cost CustomerWhat do customers need?What do customers want?Communication How to communicate with customer
7、s?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 market
8、ing cost-effective?“4Ps”&“4Cs”“4Ps”:Product-oriented“4Cs”:Customer-orientedPart TwoHow is a product marketed?In this part,youll 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
9、s Mcdonalds Hong Kong Homepage What kind of promotion that McDonalds takes is the most impressive to you?Its TV commercial McDonalds song All kinds of coupons Kids dancing and playing games in McDonalds How do you think of its product?In which channel of distribution does it get its product to the c
10、ustomers?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 sellingPart ThreeA 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
