This document provides an overview of key marketing concepts including the marketing mix, market research, product development, and channels of distribution. It discusses the four P's of marketing - product, place, price, and promotion. Market research determines customer needs and demographics to develop new products. The seven steps of product development are outlined. Channels of distribution can be direct or indirect through intermediaries like distributors, wholesalers, and retailers, with intermediaries generally increasing the product price.

1. Marketing
Chapter 13

2. Objectives
SWBAT:
 List the functions of marketing.
 Identify the importance of market
research
 Explain how channels of distribution work.

3. Market
 Group
of customers that share wants and
needs
 Have ability to purchase

4. Marketing
 Process
of creating, promoting and
presenting
 To meet needs of consumer

5. Target market
 Detailed
research to find and analyze
possible customers


Phone calls
Surveys

6. Relationship marketing
 Strategy
used to build customer relations
 Brand Loyalty

7. Marketing Mix
 Four
Elements
 The Four P’s
 Product, place, price, and promotion

8. Product
 Is
there a demand for it?
 Make it appealing.



Color
Packaging
Meet the needs

9. Place
 Where
to sell
 What kind of location
 Placement within location

10. Price
 How
much are customers will to pay?
 Is the price competitive with other
products?
 Can the company make a profit?
 Break-even

point
Money company need to makes to cover
costs of production

11. Promotion
 Make
customers aware
 Anyone have an idea on most familiar?
 Discounts,
rebates, coupons, and sales
 Public Relations/Publicity

Grammy’s/Golden Globes

12. Quick review
 What
is marketing?
 Name the marketing mix or the four p’s.

13. Market Research
 Determine
good and services
 Demographics

Facts about population in terms of
age, gender, location, income, and
education

14. Product Development
 Seven
1.
2.
3.
4.
5.
6.
7.
steps to develop new product
Generate ideas
Screen ideas
Develop a business proposal
Develop the product
Test market the product
Introduce the product
Evaluate customer acceptance

15. Quick Review
 What’s
the purpose of market research?
 What are the seven steps?

16. Channels of Distribution
 Direct
 Indirect

Intermediaries
 Distributors,
 Which
wholesalers, retailers, and internet
one do you think will increase the
price of the product? Why?

17. Channel Members
 Distributor
– single manufacturer in
geographic area
 Wholesaler – large shipments from
different producers

Breaks them up and resells
 Retailer

– sell directly to customer
Final stop

18. Quick Review
 What
are the two types of distribution?
 How does distribution affect the price of
products?
 What are the major types of
intermediaries?