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CHAPTER 11 : MANAGINGTHE MARKETING FUNCTION
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The Marketing Concept
Marketing
Is a grop o! acti"ities #esigne# to !aci$itatean# e%pe#ite the se$$ing o! goo#s an#ser"ices&
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The ' P(s o! MarketingThe Pro#ct
The Price
The P$ace
The Pro)otion
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Pro)otiona$ too$s
A#"ertising
P*$icit+Persona$ ,e$$ing
,a$es Pro)otion
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E-AMP.E, OF,A.E, PROMOTION
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,trategic Marketing ForEngineers
,e$ecting a target )arketA )arket consists o! in#i"i#a$s or
organi/ations0 or *oth ith the #esire an#a*i$it+ to *+ a speci2c pro#ct or ser"ice&
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Factors in se$ecting a target)arket
The si/e o! the )arket
The n)*er o! co)petitors ser"ing the
)arket
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,trategic Marketing ForEngineers
3e"e$oping a )arketing )i%A!ter the target )arket0 a )arketing )i%
)st *e create# an# )aintaine#&
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IN-PERSON
PRESENTATIONSOne4on4One
Internet te$econ!erencing In Person0 Te$ephone0 .etter0
Fa%0 E4)ai$,e$$ing En"iron)entAttire5Groo)ing
P*$ic Presentations0 Ci"icActi"itiesNetorkingTra#e ,hos6
IMPERSONAL
PRESENTATIONSPrint 0 Ra#io5T7 an# 8e$$o
Pages A#"ertising9e* sitePrinte# Materia$s o! a$$ kin#s,ignage9in#o0 Conter0 ,he$!
3isp$a+roa#cast Fa% an# E4Mai$3irect Mai$,ponsorships6