daniela laffusa ginevra lizzo giulia maffii. general overview marketing : t he term marketing...
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Daniela Laffusa Ginevra Lizzo Giulia Maffii
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General OverviewMARKETING : THE TERM MARKETING CONCEPT AND ITS FUNCTIONS.
4 P’S : PLACE PRICING PRODUCT PROMOTION
PROMOTION : PERSONAL SELLING SALES PROMOTION PUBLIC RELATIONS ADVERTISING
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MARKETING
Marketing is used to create the customer, to keep the customer and to satisfy the customer.
Marketing is one of the major components of business!
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MARKETING STEPS
Marketing research
Segmentation of the market
Targeting
Marketing mix
Positioning
Selling
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MARKETING MIXMarketing mix is the method by which
companies advertise products or services to potential customers.
It’s divided into 4p’s: -product -price -place -promotion
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PRODUCT
Companies aim to satisfy with their products the customer’s wants!
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PRICEPrice is the only element that generates a revenue.
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PLACEPLACE
The right place for each product !!
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PROMOTIONPromotion involves disseminating information about a product , product line, brand, or company.
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Promotion comprises four subcategories:
Personal selling
Sales promotion
Public relations
Advertising
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PERSONAL SELLING
Sales, or the activity of selling, forms an integral part of commercial activity. Mastering sales is considered by many as some sort of persuading art.
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SALES PROMOTION Sales promotions are non-
personal-promotional efforts that are designed to have an immediate impact on sales.
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PUBLIC RELATIONSPublic relations is the art and science of
building relationships between an organization and its key publics.
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ADVERTISINGThe promotion of goods, services, companies and ideas. Marketers see advertising as part of an overall promotional strategy.
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THE ADVERTISING MESSAGE
Advertisements are messages wich companies pay to send..
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TV COMMERCIAL
The Tv commercial is generally considered the most effective mass-market advertising format.
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WORLD WIDE WEBAdvertising on the World Wide Web is a new method of advertising!
E-mail advertising is another recent phenomenon!
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PAPERS AND PERIODICALS
MANY COMPANIES CHOOSE TO ADVERTISE IN NEWS PAPERS PERIODICALS OR MAGAZINES!
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WHICH ONE WOULD YOU BUY?
A B
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IMPORTANCE OF THE IMAGE
THE IMAGE IS A WAY THROUGH CUSTOMER ASSOCIATE TO A PRODUCT AN IDEA!
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GLOSSARY!
Goal: Obiettivo, scopo, meta.Mastering Sales: Padronanza delle Vendite.Retail: Vendita al dettaglio.Rebates: Buoni omaggio.TV commercial: Spot pubblicitario in TV.Billboard: Cartellone Pubblicitario.Achieved: Realizzato.Free Samples: Assaggi Gratuiti. Wall paintings: Pitture su parete.Skywriting: Pubblicità aerea
(striscioni ecc.) Flyer: Volantino.
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RESOURCES:
www.wikipedia.itwww.marketing.itActive business student’s book (Petrini)
AND A SPECIAL THANKS TO MR RAGAZZONI !