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BUS-200
Chapter 14
Notes
By:Naif Alqahtani
r

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I
 Marketing NaifAlqahtaniEG@Youtube.com
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c. What is
Marketing ?
•

Marketing is not
just advertising & selling .

It includes that organizations do to

satisfy
everything
•

a customer's needs .
.

•
That includes :

Defining product
•

Pricing
•

Identifying target market

•
Promotion
•
Delivery
•
Customer Relationships .

Delighting the customer

•
Marketing Concept
•
Satisfying customers
•
Meeting organizational goals

Target Market
•

Finding potential customers

•
Types of markets :

-
Consumer Market ( end users )
-
Industrial Market (commercial ,
to produce other products
•
Market share : A firms total sales as a
percentage of total market .

Eg :
Apple owns 47% market share of phones sold in the US in 2019 .

•
Market segmentation
•

Dividing target market into smaller groups .

• Customers in
segment have common characteristics .

Demographics age ,
martial status , ethnicity , gender ,
income

•
Geographies region or area

• Behavioral attitudes ,
status
,
rate of use

Psycho graphics interests ,

activities ,
values

Clustering :

mixing & combining multiple characteristics

-

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•
Market Mix
• Product : Ensuring products are
ready for selling .
What customers need & want
•
Price : Set it at a level comparable to competition
• Promotion : Ads brochures , ,
and information to
generate interest
• Place : How & where products are distributed to sell

Branding Equity
Brand • names have value :
Apple ,
Ferrari
-
levels of Branding Equity :

• Brand Awareness

• Brand preference
• Brand insistence

Packaging
• Should be designed to attract customer attention
•
should consider :

-
Color choice
-

Shape design
-
Letter styling / font
Should provide information
•
on
package content

• Place ( Distribution
•
Category killer : Dick 's sporting goods .

-
Wide product offering sold at low prices
• Convenience store : 7- Eleven
foods and beverages in individual servings at
high prices & fast service
-

Department store : Macy's 1 Nordstrom

-
Wide product offering grouped into departments (e.g jewelry
: dept)
•
Discount store : Target / Walmart
-
Also organized into departments but are low in
quality & prices
•
Speciality store
jewelry shops
: Local running or

Narrow
product offering at high prices
-
& high level of personal service
.

•
Supermarket Kroger / Food Lion :

-
Offers mostly consumer staples like food & household items

• Distribution
Manifaebvrer →
ARE → wholesaler → Retailer →
Consumer
BÑker

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•
Promotion
-

Pull strategy
•
Stimulate demand from final user

Discounts for 1 building demand through social media

Buy 2
-

.
, ,

Push strategy
•
Stimulate personal selling of the good or service .

Appealing package design reputation , ,

etc . . .

•
Push strategy works well for low -
cost items where customers make
decisions on the spot Used
.
by new businesses
• Pull strategy works well with
highly visible brands or where there is

good brand awareness .

Usually through adverts .

of
•
Types promotion
•
Advertising
-

TV ,
radio
-

Newspaper
-
Internet
-
Social Media
- etc - - .

•
Personal selling
Sales
•
promotion
• Pubic Relations

•
The new
Marketing Mix

Old New
Promotion Communication
Product Consumer
→
Place Convenience
Price Cost

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