Marketing
36
Foundations of Technology
Marketing
• Today, there are thousands of
products available to each of us.
• These product must be marketed.
• Potential customers must be told about
them.
• Generally, advertising and marketing
do this task.
Marketing
• When the idea for a product or
service is being developed, the
inventors create a marketing plan.
• The marketing plan specifies the
intended customers, expected sales,
and possible advertising and sales
methods.
Marketing
• Marketing a product means telling
the public about it, as well as
assisting in selling and distributing it.
• It involves gauging what the public
wants and then advertising and
selling products to customers.
Marketing
• Ads are delivered in several ways.
• Some are placed in magazines and
newspapers.
• Other are aired on radio and television.
• Still others are delivered through the
mail or displayed on billboards and
signs.
• A lot of advertising today is done
through email and over the Internet.
Marketing
• Advertisements make people
act.
• They bring customers to stores.
• There, the sales effort takes
place.
• Sales people encourage
customers to buy the product.
Marketing
• Marketing involves establishing a
product’s identity, conducting research
on its potential, advertising it,
distributing it, and selling it.
• Marketing should be considered from
the design stage of a product to its
final sale.
Marketing
• Large corporations typically have their
own marketing departments, whereas
smaller companies with limited
resources may contract with a
marketing firm.
Marketing
• Products, structures, or services are of
little value to companies unless they
can sell them to customers.
• The products and structures must be
exchanged for money.
• This is a challenge for marketing
personnel.
Marketing
• Marketing efforts promote, sell, and
distribute products, structures, and
services.
• Specifically, marketing involves four
important activities:
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Market Research
Advertising
Sales
Distribution
Marketing
• Market research gathers information
about the product’s market.
• This could include data about who will
buy the product and where these
people are located, in addition to their
age, gender, and marital status.
Marketing
• Also, market research can measure the
effectiveness of advertising campaigns,
sales channels, or other marketing
activities.
Marketing
• Advertising includes the print and
electronic messages that promote a
company or it products.
• Advertising can also present ideas to
promote safety or public health.
Marketing
• Advertising is designed to cause people
to take action (buy a certain product) or
think differently (buckle your seat belt
while riding in an automobile).
Marketing
• Closely related to advertising is
packaging.
• This activity deals with designing,
producing, and filling containers.
• The packages are designed to promote
the product through colorful or
interesting designs.
Marketing
• Packaging also protects the product
during shipment and display.
• Finally, the packages must include
information that helps the customer
select and use the product wisely.
Marketing
• Sales is the activity that involves the
physical exchange of products for
money.
• It includes sales planning, which
develops selling methods and selects
and trains sales personnel for their
efforts.
Marketing
• Sales, also, includes the act of selling.
• This involves approaching customers,
presenting the product, and closing the
sale.
• This series of steps is all part of the
sales operations.
• The end result of sales operations is an
order from the customer and income for
the company.
Marketing
• Distribution is physically moving the
product from the producer to the
consumer.
• The consumer may be another
company or a retail customer.
• Consumer products follow at least three
common channels.
Marketing
• The product may move from the
producer directly to the consumer.
• This channel is called direct sales.
• Sales of homes, encyclopedias,
cosmetics, vacuum cleaners, and
transportation services often use this
channel.
Marketing
• In another channel, the producer sells the
products or service directly to a retailer.
• The retailer then makes the items available
to the customer.
• Franchised businesses, such as new
automobile dealers or some restaurants,
are an example of this distribution
channel.
• The franchised business channel allows the
producer to regulate the number of sales
outlets and the quality of service that
those outlets provide.
Marketing
• A third channel has the producer selling
products to wholesalers.
• These businesses buy and take possession
of the products.
• They, in turn, sell their commodities to
retailers.
• The retailers then sell the commodities to
the customer.
• In this channel, producers have little
control over the retailers who are selling
their products.
Marketing
• Salespeople sell expensive products, like
automobiles and computers.
• They present the value of the products to
the customer.
• Less expensive products (toothpicks and
candles) are simply displayed.
• The customers’ actions are often based on
the advertising effort, the appearance of the
package, or previous experience with the
product.
Marketing
• After a product or system is sold or
leased, it is sometimes needs to be
serviced.
• Servicing, or providing support after the
sale has been made, is an important
part of the manufacturing process.
• These services can include installing,
troubleshooting, maintaining, and
repairing.
Marketing
• As described earlier, research and
development develops the product,
structure, or service.
• Production produces the item, while
marketing promotes and sells it.
• But, these activities cannot stand alone.
• They require money and people to
make everything work.
Marketing
Summary
• Marketing is the process of planning
and executing the conception, pricing,
promotion and distribution of ideas,
goods and services to satisfy customers
• A marketing plan specifies the intended
customers, expected sales, and possible
advertising and sales methods
Marketing
Summary
• Marketing a product means telling the
public about it, as well as assisting in
selling and distributing it
• Advertisements make people act by
using newspaper and magazine ads,
radio and TV commercials, and
electronic communication over the
Internet
Marketing
Summary
• Marketing involves establishing a
product’s identity, conducting research
on its potential, advertising it,
distributing it, and selling it
• Marketing should be considered from
the design stage of a product to its final
sale
Marketing
Summary
• Large corporations typically have their
own marketing departments, whereas
smaller companies with limited
resources may contract with a
marketing form
• Marketing involves four important
activities: market research, advertising,
sales, and distribution
Marketing
Summary
• Market research gathers information
about the product’s marketability
• Advertising includes the print and
electronic messages that promote a
company or it products
• Sales is the activity that involves the
physical exchange of products for
money
Marketing
Summary
• Distribution is physically moving the
product from the producer to the
consumer. This channel is called direct
sales
• In another channel, the producer sells
the products or service directly to a
retailer. The retailer then makes the
items available to the customer
Marketing
Summary
• A third channel has the producer selling
products to wholesalers. These
businesses buy and take possession of
the products. They, in turn, sell their
commodities to retailers, which then sell
to the consumer
Marketing
Summary
• The customers’ actions are often based
on the advertising effort, the
appearance of the package, or
previous experience with the product
Marketing
Summary
• Packaging is designed to promote the
product through colorful or interesting
designs
• Servicing, or providing support after the
sale has been made, is an important
part of the manufacturing process as
well as marketing