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BM Unit 2 - LO2 1
Higher Business Management
Marketing
BM Unit 2 - LO2 2
Success Criteria:
To introduce the concept of MARKETING.
Learning Intentions:
Give a description of marketing and what it means to you.
Use general knowledge of marketing within the Business world.
Be ready to move into the full topic of marketing.
BM Unit 2 - LO2 3
Marketing – What it means to me?
BM Unit 2 - LO2 4
Marketing
“The process involved in identifying, anticipating and satisfying consumer requirements profitably”.
BM Unit 2 - LO2 5
Identifying Consumers’ Requirements
What do they want? Consumers must buy products and continue to do so
Fierce competition and consumers’ expectations mean that products must be constantly updated and altered to suit
Other factors - price, quality, prompt delivery, attractive packaging and after-sales service
Advertising and promotion play a big part
BM Unit 2 - LO2 6
Anticipating Consumers’ Requirements
What do they want today? What do they want in the future? Trends must be considered to
anticipate future needs Volatile markets - fashion, toys,
technology (mobile phones, computers, etc)
BM Unit 2 - LO2 7
Satisfying Consumers’ Requirements
“The customer is king!” Businesses must be customer-
focused No customers no business Must offer - good service, quality
products, value for money, prompt delivery, good after-sales service (eg returns), well presented and packaged goods, at the right price and available at the right place
BM Unit 2 - LO2 8
Success Criteria:
To introduce marketing casualties and success stories.
Learning Intentions:
•Identify and describe marketing casualties in both the UK and World-wide markets
•Identify and describe marketing success stories in both the UK and World-wide markets
BM Unit 2 - LO2 9
The casualties of not adapting to the market
The American car industry
The British motor cycle industry
In pairs have a discussion to see if you can think of any others.
BM Unit 2 - LO2 10
Marketing Successes
Swatch Starbucks Easyjet and Ryanair http://www.businessstudiesonline.co.uk
/live/index.php?option=com_content&view=article&id=35&Itemid=23
http://www.businessstudiesonline.co.uk/live/index.php?option=com_content&view=article&id=35&Itemid=23
In pairs have a discussion to see if you can think of any others.
BM Unit 2 - LO2 11
Marketing - a Strategic Activity (long term!)
Inception/design
Price
Distribution
Selling and promotion
After-sales services
BM Unit 2 - LO2 12
Assessment (looking) of the Market
Where are the consumers of the product?
How many consumers are there? What are their attitudes and
preferences? How effective are the distribution
methods? What are the strengths and
weaknesses of competitors?
BM Unit 2 - LO2 13
Product v Market Leader
BM Unit 2 - LO2 14
Product-led - Product Orientated and Production Orientated
Putting a product on the market without prior market research
Assumption of best available and no real competition
Often new inventions like Dyson vacuum cleaners or Playstation 2
A risky approach which can fail - British motor bikes
Making as many products as possible at the lowest price
BM Unit 2 - LO2 15
Market-led - Customer Orientated and Sales Orientated
Considering what the customers want before putting a product on to the market
Competition has led to companies focusing on the needs of the customer
Also looks at the influences on purchasing decisions
Pressure to sell to the public
BM Unit 2 - LO2 16
Marketing Products and Services
Consumer goods Industrial goods
(capital goods) Services (intangible)
BM Unit 2 - LO2 17
The Marketing Environment
THE MARKET
Consumer trends and behaviour
Technology
GovernmentCompetition
The economy
BM Unit 2 - LO2 18
Branding
BM Unit 2 - LO2 19
Branding
Branding distinguishes a product from its competitors
Instantly recognisable by consumers
Often linked to quality and reliability
Can command a premium price
BM Unit 2 - LO2 20
Unique Selling Point (USP)
Try to identify the USP of each of the products listed opposite
Think of how they are presented to you in the advertising you see daily on TV, in newspapers and magazines
Coca Cola Nike Kit Kat Sunny D Skoda Cars Mercedes Cars Baxter’s Soups Fairy Liquid Finish
(dishwasher tablets)
BM Unit 2 - LO2 21
Own Brands
Products branded with the name of the store selling them
Most of the big supermarkets (Tesco) and chain stores (Boots) have their own brands
Often cheaper alternatives to branded goods
Make a list of as many “own brands” you can think of. Indicate which branded product they are designed to rival
Eg “Wheat Bisks” by Morrisons to rival “Weetabix”
BM Unit 2 - LO2 22
The Marketing mix
BM Unit 2 - LO2 23
The Marketing Mix
Product People
Price Physical
Environment
Promotion Process
Place
BM Unit 2 - LO2 24
Product
BM Unit 2 - LO2 25
Product/Service
Core
Actual
Augmented
The basic product - eg toothpaste cleans teeth
The way the product is presented - design, brand name, packaging, etc (Colgate toothpaste - red packaging)
Additional features - protection against decay, fresh breath, attracting the opposite sex, etc
BM Unit 2 - LO2 26
The Product Life Cycle
Time
£000Costs/Sales Idea
NewProdu
ctLaunc
hYouth Growth Declin
e
Maturity(Saturation
)Death
BM Unit 2 - LO2 27
Extending the Product Life Cycle
Changing the product - size, colour, taste
Providing variants - Mars: fun-sized, yoghurt, ice cream, mini-sized, giant-sized
Altering the packaging for different market segments
Altering the channels of distribution Changing the price Special promotions - offers, gifts,
competitions
BM Unit 2 - LO2 28
The Product Mix
Very few companies have only one product
Some companies have a range of related products eg Proctor & Gamble
Some companies have totally unrelated products in their product portfolios eg Imperial Group
It is important that you have new products being launched to replace products going into decline in your “Product Mix”
BM Unit 2 - LO2 29
Product Innovation
Generating an idea Analysing the idea Producing a prototype Test market Adapt product to solve
problems Launch the product
BM Unit 2 - LO2 30
Success Criteria:
To introduce PRICE. Price being one of the factors linking into the MARKETING MIX.
Learning Intentions:
To enable pupils to:
•describe pricing objectives
• identify how businesses use pricing strategies to price products and services
•describe short-term pricing tactics and give current examples
•be able to describe pricing methods and elasticity of demand
BM Unit 2 - LO2 31
BBC Price Clip
http://www.tutor2u.net/blog/index.php/business-studies/comments/pricing-in-uk-supermarkets/
BM Unit 2 - LO2 32
The Price of a Product?
The price of a product is one of the main factors in buying that product. Too low a price could give the impression of poor quality and too high a price may not give the feeling of value for money
Price is influenced by:- the product being new, what competitors are charging, the product’s stage in its life-cycle, the selling location, the market segment and many other factors
BM Unit 2 - LO2 33
Pricing Strategies
Low-price strategy
in a market with strong competition
Market-price strategypetrol – matching competitors
High-price strategyup-market, exclusive image
BM Unit 2 - LO2 34
Short-term Pricing Tactics
Skimming – high initial price for max profit
Penetration – low initial price for new product (
Destroyer – eliminating the competition (‘EasyJet’/’Ryanair’)
Promotional – lowering prices for a period to ‘promote’ more sales
Demand-oriented – charging different prices according to the level of demand eg cross-channel ferry fares in summer
BM Unit 2 - LO2 35
Place
BM Unit 2 - LO2 36
Place - Distribution Channels
Producer 1
Producer 2
Producer 3
Consumer Retailer Wholesaler
RetailerConsumer
Consumer
BM Unit 2 - LO2 37
The Wholesaler Function
Buys in bulk from producers (low transport costs) and sells to retailers in smaller quantities
Bears stock-holding risk Offers a wide variety of goods in
small quantities Packages and labels goods Offers advice to both producers and
retailers as to which goods are selling well
BM Unit 2 - LO2 38
The Retailer Function
Breaks down bulk to quantities consumers wish to buy and store at home
Provides information to consumers through advertising, displays and trained staff
Stores a variety of goods, displays them and marks on prices
Offers range of related services - credit, HP, after-sales service and delivery
BM Unit 2 - LO2 39
Types of Retailer
Independent - convenience stores, corner shops
Multiple Chains - M&S, Dixons, Boots Supermarkets - Tesco, Asda, Safeway, etc Co-operatives Department Stores - Jenners, Harrods,
Selfridges Franchises - Benetton, Body Shop,
McDonald’s Others - mail-order, internet, direct-
response advertising, telephone and TV shopping channel
BM Unit 2 - LO2 40
Success Criteria:
To introduce PROMOTION. Promotion being one of the factors linking into the MARKETING MIX.
Learning Intentions:
To enable pupils to:
•describe types of promotional activities
• identify how businesses use promotional techniques to sell products and services
•describe types of advertising and give current examples
•describe the role of Public Relations (PR) within promotional activity.
BM Unit 2 - LO2 41
Promotional Strategies
Three main aims: Persuading - to purchase
the products Informing - telling
consumers about the product Reminding - that the product
still exists
BM Unit 2 - LO2 42
Main Types of Promotion
Above The Line TV and newspapers to reach mass
audience A lot of waste
Below The Line Directly controlled by the business Sales promotion, direct mail, trade
fairs - targeted consumers who may be interested
BM Unit 2 - LO2 43
Main Types of Sales Promotion
Into the pipeline Enhancing sales
to trade outlets Helping retailers
to sell to their customers eg displays, posters, videos, etc
Out of the pipeline Helping to
persuade customers to buy from retailers
Providing free samples, a percentage extra free, 2 for 1 offers, money-off coupons, etc
BM Unit 2 - LO2 44
Advertising Decisions
The effect on Sales? The target market? Why do the consumers NOT
buy the product? Which is the best medium to
use?
BM Unit 2 - LO2 45
Types of Advertising Media
Print - newspapers and magazines
Broadcast - TV, radio and cinema http://www.tellyads.com/recent_additions.php
Outdoor - billboards, posters, etc
BM Unit 2 - LO2 46
Public Relations (PR)
Improving the image of the product and organisation
Supporting and promoting a charity Sponsoring sporting or cultural
events Product endorsement by celebrities Press conferences and press releases
in times of difficulty or when good publicity can be obtained
BM Unit 2 - LO2 47
Success Criteria:
To introduce MARKET RESEARCH and MARKET SEGMENTATION.
Learning Intentions:
To enable pupils to:
1. To introduce pupils to market research and techniques, linking to marketing mix from previous lessons.
2. To introduce ICT and how it links to Market research
3. How linking MKT RES and Market segmentation creates a common goal – to aim product or service at particular group.
4. To be able to summarise marketing topic.
BM Unit 2 - LO2 48
Market Research -Definitions
“Market research is the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services.”
“Market research is the means by which those who provide goods and services keep themselves in touch with the needs and wants of those who buy these goods and services.”
http://www.businessstudiesonline.co.uk/live/index.php?option=com_content&view=article&id=49&Itemid=48
BM Unit 2 - LO2 49
The Need for Market Research
Predict changes required in its product/service
Identify what is selling Identify who is buying
the product/service Explain what is
happening in the market
Investigate possible courses of action
Identify the size of the market
Discover what consumers think of the product
Discover what consumers are willing to pay
Discover if a promotion is appropriate
Discover if the packaging is appropriate
Identify what competition exists - now and in the future
BM Unit 2 - LO2 50
Methods of Research -Primary
By observation or asking people questions
Up-to-date Collected for the exact purpose of the
organisation Not easily available to competitors Time-consuming Expensive
Primary data is gathered by field research
BM Unit 2 - LO2 51
Market Research - Secondary
Sales figures Stock figures Accounting records Customer
comments Sales reps reports Market research
data gathered previously
Government publications - social and economic trends, annual statistics, population census
Competitors’ data - annual reports, promotions, price lists, web sites
Newspapers, trade magazines, Mintel (research org), etc
External SourcesInternal Sources
BM Unit 2 - LO2 52
ICT and Market Research
Databases compiled by research agencies
Electronic point of sale information (EPOS)
Supermarket loyalty cards Stock control software gives sales
breakdown Web sites - customers can e-mail
comments back to the company
BM Unit 2 - LO2 53
Problems with Market Research
Sampling Bias - small sample can give a wrong impression
Human Behaviour - opinions change rapidly
Interviewer Bias - leading questions may be asked
BM Unit 2 - LO2 54
Market Segmentation
Advantages Seller can meet buyers’ requirements Advertising can be focused - less wasteful Expertise developed for a specific market Higher sales Increased profits
“Breaking down of markets into sub-groups that can be targeted with a specific marketing mix.”
BM Unit 2 - LO2 55
Methods of Segmentation
Age Gender Socio-economic grouping Education level Income Religion Residential area Lifestyle preferences - hobbies,
politics
BM Unit 2 - LO2 56
BM Unit 2 - LO2 57
The Marketing Topic
This is probably the most important topic in Higher Business Management. Do as much reading on it as you can and arm yourself with as many up-to-date examples of marketing as you can!
BM Unit 2 - LO2 58
The Marketing Environment
THE MARKET
BM Unit 2 - LO2 59
The Product Life Cycle
Time
£000Costs/Sales