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What Is Marketing

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Leon Oxenham
Leon Oxenham
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What is Marketing? ,[object Object],[object Object],[object Object]
The Marketing Process Gather information through market research (secondary and primary) Analyse market research findings Implement marketing strategy using Marketing Mix Review marketing strategy Set business & marketing objectives
Appendices 13 References 12 SWOT analysis and Evaluation of Marketing Plan 11 Promotional Material 10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],9 Business Environment 8 Analysis & Evaluation of Market Research Findings 7 Market Research 6 The Importance of Marketing 5 Aim, Mission Statement, Objectives and Constraints 4 Company Name 3 Business Proposal 2 Action Plan 1 Contents page Contents page Title page Title page HEADING SECTION
The Marketing Mix Product Price Promotion Place
Production or Consumer Led? ,[object Object],[object Object]
Analysing the Market ,[object Object],[object Object],[object Object]
Ways to Segment a Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
STP Model of Marketing MARKET SEGMENTATION MARKET TARGETING PRODUCT POSITIONING The process of dividing a market into segments and niches Choose particular segment or niche as target market Use marketing mix to develop Unique Selling Proposition for product to differentiate it from rivals
 
PRODUCT POSITION MAPS ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Map 1 High price Low price High quality service Quick, standard service Frank’s Toni & Guy Vidal Sassoon Maria’s Splitz Hollywood Hair Kojak Hairstylists
Positioning Map 2 Premium price Budget price Aspirational (image) Commodity (function) Barratt K shoes Bally Shelleys Ravel Clarks Crest Church’s Dolcis
Positioning Map 3 Adult Child Refreshment Indulgence Bounty Tropical Solero Twister Calippo Opal fruits Starburst Cornetto Feast Mars Magnum Vanilla tubs Mini milk Mini juice
 

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What Is Marketing

  • 1.
  • 2. The Marketing Process Gather information through market research (secondary and primary) Analyse market research findings Implement marketing strategy using Marketing Mix Review marketing strategy Set business & marketing objectives
  • 3.
  • 4. The Marketing Mix Product Price Promotion Place
  • 5.
  • 6.
  • 7.
  • 8. STP Model of Marketing MARKET SEGMENTATION MARKET TARGETING PRODUCT POSITIONING The process of dividing a market into segments and niches Choose particular segment or niche as target market Use marketing mix to develop Unique Selling Proposition for product to differentiate it from rivals
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  • 11. Positioning Map 1 High price Low price High quality service Quick, standard service Frank’s Toni & Guy Vidal Sassoon Maria’s Splitz Hollywood Hair Kojak Hairstylists
  • 12. Positioning Map 2 Premium price Budget price Aspirational (image) Commodity (function) Barratt K shoes Bally Shelleys Ravel Clarks Crest Church’s Dolcis
  • 13. Positioning Map 3 Adult Child Refreshment Indulgence Bounty Tropical Solero Twister Calippo Opal fruits Starburst Cornetto Feast Mars Magnum Vanilla tubs Mini milk Mini juice
  • 14.