PRINCIPLES OF

MARKETING
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PLACE

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PROMOTION

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 MARKETING FUNCTIONS
The goal of marketing function for a company or firm is to sell
goods and services at a profit. It has the following functions”
1.To convert light users to heavy users: These are different
types of customers (users) in the market segment. They differ
in their product or service patronage. Hence, it is for the
company to make the light users to use more that they
eventually end up as heavy users.
2.To convert infrequent purchasers to frequent purchasers:
Similarly, customers differ in terms of the number of times they
patronize a product or service. Hence, it is for the company to
make infrequent purchasers turn into frequent purchasers. 22
3. To convert non-users to users: Because a company
can never capture the total market completely, there are so
called non-users who have never used the product or
services. Hence, it is the objective of the marketing
function to convince these non-users to become users.
4.To induce brand switching in the markets of
competitors: Competitors abound and their common
objective is to make users shift to their own brands to
increase market share.
5. To build brand loyalty: Because brand switching
happens all the time, marketing function of an enterprise is
to develop and keep brand loyalty to assure uninterrupted23

brand support, patronage and loyalty.

6. To establish favorable attitudes toward the
company and its goods and services: To develop
a positive outlook, opinion and reaction towards a
product or a service, it is necessary that customers
believe in the product or the service. Convinced,
they develop favorable feelings towards the
company and its products and services.
7. To ensure profitability: Because companies are
in business, their end goal is to become profitable.
The marketing function should see to it that profits
are generated when products and services are
marketed.
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 MARKETING MANAGEMENT TASKS
• Conversional Marketing is based on a state of negative
demand, meaning that a significant proportion of the market
or market segment dislikes a product or service or even an
existing condition. Conversional Marketing is the task of
transferring this state of negative demand to positive demand.
“Don’t drive to the city, take mass transit”, many commuters
know the hassle that comes with driving to the city, whether it
be the price of tolls and gas or just the annoyance of morning
and evening traffic. This negative demand on driving to the
city is transferred to positive demand by “taking the train”.25
• Counter-marketing refers to the use of commercial
marketing tactics to reduce the prevalence of
substance use. Counter-marketing attempts to
counter pro-substance influences and increase pro-
health messages and influences throughout a state,
region, or community.
Alcohol, warning posters are notices or signs located in
retail establishments that provide information related
to the legal, social, and health consequences of
alcohol substance use. Posters may be required by
state or local law or used voluntarily by retail
establishments. 26
• Demarketing is a process in which a
company develops strategies to reduce the
consumption of a product. While traditional
marketing often encourages customers to
purchase more products, demarketing aims
to limit a product's reach. Companies can
use it in a variety of situations to control
product use, price or demand. They may
use these strategies for many reasons,
including to conserve resources or increase
demand.
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• A market development strategy is a business
growth strategy that focuses on introducing
existing products to new markets. Companies
often use market development strategies to
identify and develop new opportunities to sell
their products in previously unexplored
markets. For example, a company that
produces cell phones and sells them to
customers in the United States may decide to
start advertising and selling the same cell
phones in Canada to reach new customers. 28
•Maintenance Marketing it is the
promotional activity done to maintain the
product’s market share in the market.
Marketing is carried out to ensure that the
customers remember the brand name,
product or service. Marketing ensures that
the existing customers reuse the products
and it also attracts newer customers owing
to its advertising.
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Remarketing, also known as retargeting, is a very common and popular form of
digital marketing in which marketers serve ads to users who have visited their
website, or a specific web page, and who have or have not taken a specific
action. It’s an effective way to target people who have already shown some
interest in your business or brand .

Remarketing vs Retargeting
While the words ‘retargeting’ and ‘remarketing’ are sometimes used
interchangeably, they have some important differences.
When it comes to retargeting vs. remarketing, the main difference is in the
strategy. Retargeting is mostly about serving ads to potential customers based
on cookies while remarketing is usually based on email. Remarketing works
by collecting the information of users and creating lists, which are used later
to send sales emails.
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Synchro marketing is a strategy in
which a seller provides customers with
attractive offers (discounts, free
installments, or free additional products)
during a low season to control the
irregular demand for a product. It helps
capture customers and sell off-seasonal
goods.
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Stimulation Marketing is the task
of transforming no demand into
positive demand. So, it is the process
of creating a demand for your
product.
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USE OF FUNDS: Fixed Startup Expenses
MISCELLANEOUS COSTS INITIAL LEASE PAYMENT

$8% 3%
LEASE DEPOSIT
WEBSITE DEVELOPMENT

$2% 1%
FF&E
WORKING CAPITAL
24%
28%
IMPROVEMENTS
MARKETING
20%
4%
PROFESSIONAL
EQUIPMENT BUSINESS INSURANCE

X% 2%
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THANK YOU!
Mirjam Nilsson
nilsson@example.com
678-555-0100