2. STANDARD: MARKETING
BENCHMARK: The student will develop a basic
understanding of the fundamentals of marketing
INDICATORS:
2.1 Explain marketing as a process
2.2 Explain marketing as a service to the public
2.3 Identify components of the marketing mix
2.4 Explain the functions involved in marketing goods and
services
2.5 Explain the concept of branding
2.6 Explain trends in marketing

4. • Marketing consists of dynamic activities that
focus on the customer to generate a profit
• The goal of marketing: to meet the customers’
needs & wants
• Purpose of marketing: reach customers and
compel them to make a purchase and use a
product
• Find out what your customers want and give it
to them
• Creating, communicating, & delivering value to
customers

5. • Marketing is: Customer-Focused
• Customer: any one or any group
who buys a product or service
• Marketers focus on learning
what customers need and want

6. • Based on relationships between the buyer &
the seller
• There’s short-term and long-term
relationships
• Many companies focus on developing and
maintaining relationships with customers

7. • Contact customers after the sale
• Birthday Cards
• Phone calls and emails about sales
• Reward repeat customers with discounts and
free products

8. • The marketing mix includes: Product, Place,
Price, Promotion, & People

9. • Product decisions include:
– Naming the product
– Deciding which products to
make & sell
– Product Design
– Products’ features, brand
name, packaging, service, and
warranty are part of the
development
– Deciding how to match the
target markets’ needs

10. • Place
– Getting the product into the consumers’ hands
– Knowing where ones’ consumers shop
– Where a product will be sold

11. • Price
– This is what is exchanged for a product
– Price strategies should reflect what customers are
willing and able to pay
– Marketers must consider the price they will
charge companies (because companies will then
resell the product for a higher price)

12. • Promotion:
– Decisions about advertising, personal selling, sales
promotion, and publicity
– Deal with how customers will be told about a
company, products, message, special offers
– RIP: Remind, Inform, Persuade

13. • People AKA The Target Market
– This is the group of people to become customers for a
certain product
– All marketing strategies are directed to a specific group
of people
– It focuses the marketing plan
– Key to success
– Customer Profiles are created:
• Age, income level, ethnic background, occupation, attitudes,
lifestyles, & geographic residence

16. • Distribution:
– Deciding how to get goods in customers’ hands
– Physically moving and storing goods
– Main methods of transportation are by truck, rail,
ship, or air

17. • Financing is
– Getting the money that is
necessary to pay for setting up
and running a business
– Business owners often obtain
bank loans
– Some also form corporations
– Some may sell stock
– Also involves decisions to offer
credit or not to customers

18. • Marketing Info Management:
– Obtaining good information about customers,
trends, and competing products
– Gathering information, storing it, and analyzing it
– Collecting information continuously
– Marketers find out about customer, habits,
attitudes, where they live, trends
– Examples: questionnaires, surveys, frequent
shopper cards

19. • Pricing:
– Decisions dictate how much to
charge for goods and services in
order to make a profit
– Based on costs and what
competitors charge for products
– To determine price, marketers
must also determine how much
customers are willing to pay

20. • Product/Service
Management:
– Obtaining, developing,
maintaining, and improving a
product or a product mix
– Marketing research guides
what products and/or services
a company puts in the market
place

21. • Promotion:
– RIP: Remind, Inform, Persuade about products
and services
– TV, commercials

22. • Selling:
– Provides customers with goods and services they
want
– Selling in the retail market to the customer
– Selling in the business-to-business market to
wholesalers, retailers, manufacturers
– Determining client needs and wants, responding
through planned, personalized communication
– Selling influences purchasing decisions and
enhances future business opportunities

23. • Brand: a mark or design placed on a product
to distinguish it from others
• Branding & the Customer: helps customers
locate the products and services they wish
to buy
• Parts of a Brand:
– Brand Name: Words, numbers, or letters
– Logo: Picture, design, graphic image
– Slogan: phrase or sentence that
summarizes some essential aspect of the
product

24. • Viral Marketing
– Fancy word for Word of Mouth
• Social Networking
– Facebook, Twitter, MySpace
• Engage & Follow Customer
• Give Back to Community
• Green Marketing
• Online Presence
– Company website

25. STANDARD: MARKETING
BENCHMARK: The student will develop a basic
understanding of the fundamentals of marketing
INDICATORS:
2.1 Explain marketing as a process
2.2 Explain marketing as a service to the public
2.3 Identify components of the marketing mix
2.4 Explain the functions involved in marketing goods and
services
2.5 Explain the concept of branding
2.6 Explain the trends in marketing