Chapter 11 Managing The Marketing Function Ppt 2e1z45

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 P’s 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?