Marketing

Topics to Cover

Market
Target market
Marketing mix
Market research & Product development
Advertising
Selling techniques
Public relations
Export markets & Import substitution

Learning Outcomes
By the end of this topic you
should be able to:
Define what marketing is
Identify target markets from
given data
Understand the 4Ps of
Marketing

Market
Market is a place or contact between
a seller and buyer, where goods and
services are bought and sold.

Target Markets
Not all products and services suit
everyone, thus markets have to be
divided. This is called market
segmentation
The particular type of market you
aim the product or service at is
known as the target market.

 It is important to identify target

market to guarantee success. Must
consider:

Age
Location
Season
Gender
Lifestyle

Marketing
Marketing is the process of
identifying and anticipating consumer
needs
AND
Identifying products and services
that can be produced to satisfy these
needs at a profit

Marketing is consumer orientated. This

means marketing is all about finding out
what products consumers want,
developing the product and then getting
it to the market.
http://www.youtube.com/watch?v=zFEN
z_nnrq8

Marketing Mix (4 Ps)

Product- deals with
type, design, size
colour of product
or service.
Price- which deals
with cost of
production and
selling price of
product, e.g.0.80

 Promotion- deals with advertising,

sales promotion and selling
techniques. Have a break have a Kit
Kat
Place- deals with channels of
distribution for a product and the
final place of selling.

Questions
Consider a product that uses its
packaging to portray a certain image?
Name and Explain!

Questions
Match the appropriate P of marketing
with the appropriate explanation?
1.Product
2.Promotion
3.Place
4.Price

(a) Cost of Production

(b) Design
(c) Advertising
(d) Distribution

Starter Activity
You have decided that you want to set up
your own sandwich shop... Write a list of
all the things you need to find out
before you start!
You should have at least ten things
written down.

Market Research
Gathering, recording and analysing
information about the market.
Reasons for carrying out market research:
1.
2.
3.
4.
5.

Consumer needs
Market size
Price, image, packaging
Advertising and Promotion
Competitors

Types of Market
Research
Desk (Secondary
Research) - assessing
information already
available. Cheap and
quick e.g. Internet,
Central Statistics
Office (CSO)
http://cso.ie/en/index.html

 Field (Primary
Research) - going to
market place obtaining
peoples views. More
expensive, time
consuming yet more
accurate e.g.
Questionnaire,
Observation

Question
Which two of the following are
different types of field research?

Collecting information on the internet

Observing consumer behaviour in a market
place
Conducting interviews by phone
Researching magazines and newspapers.

Answer
Which two of the following are
different types of field research?

Collecting information on the internet

Observing consumer behaviour in a market
place
Conducting interviews by phone
Researching magazines and newspapers.

The sandwich shop

Look back at the list of things you need to
find out. For each one decide how you
could find out that information. Think
about whether it would be primary or
secondary research.
Some ideas.........
ks

Intern
a
n
n
o
i
et
t
s
e
u
Testing and
Q s
ire
Teobservation
lephone
surveys

B oo
and
newspap
ers
Com
pany
report
s

Designing a questionnaire

Must be carefully designed

Clear and simple
No leading questions
Should not suggest certain answers.

Example of a
questionnaire
Q1 Do you eat ice-cream Yes No
Q2 What price do you usually pay for an ice-cream?
20c 50c 80c 1
Q3 What type of ice-cream do you eat?
Ice-lolly Chocolate Vanilla Strawberry
If others please elaborate?
Q4 When do you eat ice-cream?
daily weekly fortnightly monthly

Homework Task
Design a questionnaire (using Google
Forms or Survey Monkey) to research
the market for a new chocolate bar
called Chocolate Heaven?
Consider the 4 Ps when designing the
questionnaire!

Advertising
Giving of information about a product or
service.
Successful advertisements catch
customers:

Attention
Interest
Desire
Action

AIDA

Different types of
advertising
Informative - gives consumers information
about a product or service e.g. price
Persuasive - trying to persuade customer to
buy goods e.g. Special K
Competitive - criticising other products or
service e.g. ALDI/Tesco
Generic - promote an industry as a whole e.g.
need energy, drink loads of soft drinks,
cheese/milk

Advertising Media
Newspapers and
magazines
TV and Radio
Shopping bags
Internet
Billboards

Get Creative
Design a suitable advertisement keeping in
mind the key elements of a successful
advertisement?

Homework Task
Using the internet or otherwise locate
five famous logos and in your copy
explain the company or product that
these logos symbolise.

BRANDING
By the end of todays lesson you should be
able to:
Discuss what branding is
Decide whether branding works
Discuss why you think it does or doesnt
work

 Branding: a brand is a
name/sign/symbol/design used by a
firm to identify its products and
distinguish them from other similar
products, e.g.

LOGOS and Branding

Using a particular logo
is known as BRANDING
Branding helps
differentiate a product
from that of a
competitor
Very successful
method of encouraging
customer loyalty.

Taste Test
In your groups you need to assign yourself with
different jobs. These include:
1.The person doing the tasting
2.The person bringing the tasters to and from the
group
3.The person filling in the taste test activity
sheet
4.Helping teacher record results into master table

Question:
TRUE or FALSE?
Q1 Businesses use selling techniques to increase
sales?
Q2 Giving a free gift with a product is an example
of branding?
Q3 Businesses add logos to products so that they
will be more identifiable to consumers?
Q4 A loss leader is a product which is sold at a
higher price to encourage consumers to buy it?

Selling Techniques
Businesses use
several methods to
increase sales
Often incentives or
bonuses offered
directly to
consumers called
sales promotion or
special offers

Public Relations
Important for a business to have a positive
image
Most businesses have a PRO (Public
Relations Officer) who looks after this
area.
A PRO makes contact with the public
through press releases and press
conference

 A PRO maybe involved in sponsorship

deals, where a firm pay money to
have its name associated with
something
Name four companies and the
sporting events/teams that they
sponsor?

Export Markets and

Import Substitution
Irish Market is quite small, which
makes it difficult for some businesses
to survive
For this reason businesses try to sell
products to other countries, called
exporting
Majority of Irish Exports are sold to
the U.K.

 Imports are goods brought into

Ireland from other countries
Import Substitution - businesses may
try to develop goods in Ireland to
replace foreign goods on the Irish
Market

Goods/Services come to
Ireland
Money flows out of
Ireland to pay for the
Imports

Goods/Services
leave Ireland

Money flows into Ireland