The following will be discussed in this chapter: What is marketing? target marketing/segmentation, marketing research, understanding consumer behavior, organizational marketing & buying behavior, international marketing mix, small business & the marketing mix. | Lecture 20 Part Three: Understanding Principles of Marketing Understanding Market Processes And Consumer Behavior Developing And Pricing Products Distributing Products Promoting Products Chapter 10 Understanding Marketing Processes and Consumer Behavior Chapter Outline What Is Marketing? Target Marketing/Segmentation Marketing Research Understanding Consumer Behavior Organizational Marketing & Buying Behavior International Marketing Mix Small Business & The Marketing Mix Marketing Mix (4 P’s) Product Place Price Promotion Product Good, Service, Idea To Fill Need Or Want Product Differentiation Creation of a feature or image that makes a product differ from existing products to attract consumers Price Price Must Create Profit By: Covering Costs Attract Customers High-Low Strategy Low = Large Sales Volume High = Greater Profit Per Unit Sold Place Getting Product From Producer To Consumer Decisions Include: Storage Mode Of Transportation Channels Of Distribution Producer Producer Producer Consumer Consumer Consumer Retailer Wholesaler Retailer Promotion Communicate Information Tools: Advertising Paid non personal communication used by a identified sponsor to persuade or inform potential buyers about a product Personal Selling Person to person to sales Promotion Communicate Information Tools: Sales Promotion One time direct inducement to buyers Public Relations All efforts directed and building goodwill Promotion Heathy Pakistan Mission - Lifebuoy School Programme18-10-2011:The Lifebuoy team’s mission is to change the behavior of 68 Million people by 2015, by promoting the “Lifebuoy way” of using soap during the key moments for prevention of 10 common infections UNILEVER COMMITS Rs. 25 M TO FLOOD RELIEF IN SOUTHERN PAKISTAN26-09-2011:Unilever PLC, the parent of Unilever Pakistan today committed million to provide immediate relief to millions of people affected by devastating floods in Southern Pakistan. Target Market Target Market- Group With Similar . | Lecture 20 Part Three: Understanding Principles of Marketing Understanding Market Processes And Consumer Behavior Developing And Pricing Products Distributing Products Promoting Products Chapter 10 Understanding Marketing Processes and Consumer Behavior Chapter Outline What Is Marketing? Target Marketing/Segmentation Marketing Research Understanding Consumer Behavior Organizational Marketing & Buying Behavior International Marketing Mix Small Business & The Marketing Mix Marketing Mix (4 P’s) Product Place Price Promotion Product Good, Service, Idea To Fill Need Or Want Product Differentiation Creation of a feature or image that makes a product differ from existing products to attract consumers Price Price Must Create Profit By: Covering Costs Attract Customers High-Low Strategy Low = Large Sales Volume High = Greater Profit Per Unit Sold Place Getting Product From Producer To Consumer Decisions Include: Storage Mode Of Transportation Channels Of Distribution Producer Producer .
