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Marketing :
to satisfy the client
Gilbert Rock © 2002 Chapitre 7 Le marketing: satisfaire le client L’entreprise en action 1 de 39
 Summary
 The marketing mix
 The product or service
 The brand
 The cycle of life
 New products
 The sale price
 Communication
 Communication means
 The integration of elements
 The distribution
 The coherence of
the marketing mix
Product and
Price
service Market
_____ target
Distribution
Communication
____________
All winners in the sales process
 The customer buyer
 Therepresentative
___________
 His employer, the ____________
provider
 The product
Represents _________
promise made by the company
to satisfy one or several needs (physiological
psychological
or ______________) of the client.

Classification
_____________consumption
Products
currents, selective and specialized
Industrials
manufacturing components,
capital goods,
supplies
___________ and services
 Product and
PRODUCT
service
SERVICE
Real or tangible In contrast to
developed property, any value
and set _______
sale marketable ______
by a company. unincorporated by
an object equipment
_______.
 industrial product and
consumer product

Industrial
 Equipment truck
 goods quickly
fuel
consumed ________

Consumption
 High consumption products milk
 purchasing _________
thoughtful clothing
 Products ___________
conviction Maple syrup
The product includes :
 the form,
 theMark
______,
 the colour,
 container,
 warranty,
 label,
the ________
 the quality,
 the service
after sales
 the accessories.
_________.
 The brand

The brand supports the picture

_______
of the company, the lifestyle it
represents, itquality
is a guarantee of
_________
trust _______ and
inspires the consumer.
 The conditioning
Container intended to facilitate
theprotection
_________, conservation,
presentation, sale and the _______ of
use
a product and that is in direct contact
with the product.
label
The _________ often support
on which the mark is indicated ;
it servesinform
the consumer _______
Product characteristics
and its mode of use.
 The cycle of life
_______
Steps through which a product passes,
disappearance
it launches its __________.
 Life cycle
a product
The product or service has a life
predictable people
________ like __________.

Example
of life
cycle
 Introductory Rate
Time required for 25%
the US population has access to:
• Electricity (1873) 46 years
• Phone (1875) 35 years
• automobile (1885) 55 years
• Plane (1903) 54 years
• Radio (1906)22 years old
• Television (1925) 26 years
• video recorder (1952)34 years old
• Microwave oven (1953) 30 years
• PC (1975) 15 years
• Cell phone (1983)14 years old
• Internet (1992) 3 years
Source : The Gazette16 June 1997.
_______ cycle
product life
The company ________.
 ______ abroad
 Export
 Sale of license
 Joint venture
 ______ abroad
 Manufacturing plant
abroad
 Products

Source : Adapted from "Survey : Innovation in Industry, Leaps of Faith " The Economist, London, 18 February 1999.
 Knowledge Check
 Why is it important to have
a coherent marketing mix ?
 Give a definition of the product.
 What are the elements that
portion of the product ?
 What are the stages of the cycle
of product life ?
 The _____ Sales
The sale price is :
 cover of _____
production,
 leave _____
allowing to :
 develop new products,
 make ______,
 be competitive
 _______ provide good quality-
price.
Price is dynamic
 The award is part of the
______ of the product.
 It can be changed
__________.
 It is very ________ for
some segments
market.
 It is irrelevant
for other segments
market.
 The target prices
 Objectives related to ______
Get some return
on capital.
 Objectives related to ______
Occupy a certain market share.
 Objectives related to the _____
Show the prestige of the company.
 Analysis _____
profitability
_______
Calculation
amounts
for sale
before
making
______.
 regulation
Regulation plays a role
important in fixing the _____
many products and services.
 Fixing a price __________ (milk).
 between competitors price maintenance
agreements are illegal under
____ Canadian competition.
 Prohibited practices
_____________ by price.
 Pricing strategies
PRICE ___________
Selling a new product on the market at a
price _______.
Example : DVD equipment,
digital TV.

PRICE INCENTIVE
Unlike the other technique, ___ sale price.
Aims to _______ competition.
Example : textbooks ; the prices
mount the second year.
 Communication
 The company seeks to _______
potential customers about its
product and
to the _________ buy.
 The various elements of
communication have their own
characteristics,
more or less adapted to
the _____ to accomplish.
 Communication tools
 Advertisement
 The sales _________
 Communication
_______
 The representation
commercial
 Public ________
 Advertisemen
t
 Makes the pre-sale, gives ________.
 Applies to the company (______)
product, distribution, price.
 Selection based ________
communication task
the nature of the clientele.
 Media plan.
 The promotion
Sales
Research, study,
development and
application of ideas and
initiatives contributing to the
coordination and increased
sales volume.

The ______ in a cereal box ; • __________ having the range

the voucher on the next purchase ; colours ;
• annual training meeting
the competition to win a dream trip ;
representatives ;
cap emblazoned with the company logo ; • the ______ and trade fairs ;
the _______ store ; • etc.
Islet promotion cans during a given week ;
 Representative = link
company with customers
Steps of a sale
 Making _______
 Presentation  Point of human contact
 rebuttal between the company
_________ and the customer
 Conclusion
 Followed  _______ process
Communication
 Communication
______ to sense
 Adapts to the customer
 Direct marketing
Sales technique based
on direct marketing
and characterized DIRECT SALE
with a custom ______, Internet,
phone, cable.
_______
with customers. TELEMARKETING
_____________
advertising technique to
establish direct contact
with the prospective
customer.
 Pressure
and _________
Synthesis tools
Communication
 The distribution
Make the product
accessible to the client
 in that ______ longed for,
 to _____ he desires,
 within
suitable.
 Main activities
intermediate
The __________ which helps keep products in stock to meet
demand.
PURCHASE, forcing to anticipate the needs of customers at risk
of being wrong and having to sell at a loss unpopular
products.
THE _____________, which helps support warehouse inventory
and credit sales.
MARKET RESEARCH, which allows to know the needs
customer to make the right purchases.
TRANSPORTATION, of taking the products in
the manufacturer and channel it to the point of sale.
THE _________, of convincing customers to buy
the product.
 Usefulness of
intermediate

 ______ (without intermediate)

 indirect (____ intermediate)
 intermediate types
THE _____________, that sell to consumers.
WHOLESALERS, that sell to other
intermediaries.
THE DISTRIBUTORS, name often given to
industrial suppliers.
THE _________, that is to say, the local
representatives of a company.
BROKERS, which act as ____________
between buyer
and the seller.
_______ of distribution
____________ all interested in
offering a product or
a service to a group _____.
 other ways
of distribution
Sale ____ store
 ___________
 Bank Counter
 Internet, phone
 Catalog
 seller ________
 Marketing and
other functions
the company
 The production function
_____, storage,
processing, transport,
development of
new products
 The human resources function
recruitment, __________
 The finance function
_____, Profitability Analysis
 Knowledge Check
 What distinguishes feature
the variable " price "Of other
marketing mix ?
 What advantages does the use of
intermediaries in the distribution ?
 Give an example of promoting
Sales.
 summary
 The product is the pledge by the company to
meet one or more customer needs.
 The products follow a life cycle.
 The price can quickly adapt
market conditions.
 The distribution can be direct or indirect.
 The communication can be bidirectional
(representative) or unidirectional
(advertising, sales promotion).