Letter of apology

• → RB, p 78

• p 82, exercises 13 & 14

HW:

1. Study RB pp 67 – 80

2. Do all tasks on pp 81-82

3. Revision: QUIZ (pp 83-85)

4. Write a letter of apology, RB p 78

REVIEW: What’s the word....? 1 To introduce a new product onto the market2 The extent to which an activity provides financial gain

3 The sales of a company expressed as a percentage of total sales in a given market

4 All the companies or individuals involved in moving a product from the producer to the consumer

5 Wrappers and containers in which products are sold

6 Consumers who buy various competing products rather than being loyal to a particular brand

7 Collecting, analysing & reporting data relevant to a spec. marketing situation (eg. a new product)

8 An idea for a new product, which is tested with target consumers before the actual product is developed

to launch

profitability

market share

distribution channel

packaging

brand switchers

market research

product concept

Identify the topic and match...

• Internal• Focus group• Sales • Printed sources of• Questionnaire

• secondary data• research• interviews• research• staff

Sources of info in market research:

• Internal research• Focus group interviews• Sales staff• Printed sources of secondary data• Questionnaire research

Source of information involving...

• contacting individuals by phone, mail or personally –

• business newspapers, magazines and trade journals, competitos’ annual reports, official government statistics... –

• invited members of the target market –

• data available in the company’s accounts and sales departments (record of sales, orders, inventory size) –

questionnaire research

printed sources of secondary data

focus group interviews

internal research

Identifying market opportunitiesMarket opportunities – profitable __________ of

fillling unsatisfied ________ or creating _______ ones in areas in which the company is likely to be more successful than the _____________.

Market opportunities are isolated by market segmentation.

Market segmentation is a process of _________ a market into distinct _________ of buyers who have different __________ or buying _______.

Identifying market opportunitiesMarket opportunities – profitable possibilities of

fillling unsatisfied needs or creating new ones in areas in which the company is likely to be more successful than the competition.

Market opportunities are isolated by market segmentation.

Market segmentation is a process of dividing a market into distinct groups of buyers who have different requirements or buying habits.

Target markets identified by market segmentation

- BABY BOOMERS, X-GENERATION,

Y-GENERATION, Z-GENERATION…

- YUPPIES, GUPPIES, MILKIES, DUMPS, SWELLS, DINKS, SKIPPIES, BOBOS, FEMS, SINKIES, MINKIES, WOOPIES, KIPPERS…

Market segmentation1. School Kids with Income and Purchasing Power2. Double Income No Kids3. Burnt-Out-But Opulent (people)4. Green Upward-mobile Professionals5. First-time Expectant Mothers6. Single Women Expect Lots in London7. Modest Introverted Luxury Keeper8. Young Upwardly-mobile Profesionals9. Downwardly-Mobile Professionals 10. Single/Middle Income No Kids11. Well Off Older People12. Kids In Parents’ Pockets Eroding Retirement Savings

MK, p 65Reading: The product life cycle

HW, MK p 65Combine the sentences into a four-paragraph text, adding phrases such as: ”During the introduction stage...

And combining sentences with connectors:“During the maturity stage sales peak, but the product features may have to be changed because...”

MK, p 66 - Discussion

- Form small teams- Discuss the question assigned to you- Get ready to present your discussion results to the rest of the group

UNJUMBLE AND ORDER:

rearteil

lersalhow

mercosnu

dropucer

UNJUMBLE AND ORDER:

retailer

wholesaler

consumer

producer

DISTRIBUTION CHANNEL

Producer

Wholesaler/distributor

Retailer

Consumer

DISTRIBUTION CHANNEL

Producer

Wholesaler/distributor

Retailer

Consumer

→ MK, p 66

AgentOwn sales force

Online(Internet)or telephone ormail order sales