Marketing Welcome

When teachers mark?

• Look to reward and differentiate.

• Make sure we correctly rank students.

• Don’t mark on what we think you know.

• Even if you write a book if you do not answer the Q-----.

• Look at pages 10-11 and bands- these in general are a great way to gauge your mark.

Attempt at some “multis”15

What is marketing?20

• Is about connecting with consumers and in

particular making them a part of the business to

achieve the business goals. It does use the power of

psychology.

• https://www.youtube.com/watch?v=6Fh43ceXJ78

• Mutual benefit.

Marketing?

Quote

• I’m not an actress. I don’t think I am an actress. I think I’ve created a brand and a business.

• Pamela Anderson, star of Babewatch.

• If marketings create a friend, are we not more forgiving of a friend?

Strategic role 21

• Why is marketing considered strategic? It is long-term, builds strong relationships and requires support from all levels of management.

• It appears so straight forward, it is also so powerful, remember it is psychology.

• Look at airport line.

• Look at Apple/Toyota.

• Look at Nokia.

• Justin B.

Why interdependent?

• Marketing that successfully conveys a message and builds long lasting relationships requires budgets from finance, skill, expertise from HR and Operations and in turn provides revenue for all departments.

• Samsung? What happened?

• Virgin Airlines? Why is this losing revenue despite until 2018 low fuel.

Approaches to marketing 21

• Production to sales to marketing.

Relationship marketing marketing app http://www.youtube.com/watch?v=1MX9aL7LxR0

Power of RM –build friendship and benefits are

Influences on Marketing 26-28

• Psychological – Clever and hidden but VERY powerful. Next slide.

• Sociocultural – Groups.

• 2013-14 Economy- It is all the economy. deals, size.

• Govt policies change consumer spending patterns such as cuts to welfare/child care.

2010 Competition and Consumer Act – Apple and warranties, Fuel dockets, Coles and suppliers.

Perception

Legal Influences

• 2010 Competition and Consumer Act – Apple and warranties, Fuel dockets, Coles and suppliers.

• The two main aspects are to protect consumers from misleading advertising, price discrimination and unconscionable behaviourand

• Regulates business practices that restrict competition.

Ethics and marketing 29-31

Ethics and marketing 29-31

The reality

Short Answers Page 34

• Use direct language.

• Relate to marketing concepts.

• Think. Marks are not given away.

2017 HSC

• An Australian company sells educational toys for pre-school aged children.

• (a) Why is ethical behaviour important in the marketing of this business? 4

• Explain the influence of consumer laws on this company’s promotion strategies. 5

Marketing Processes 37-47Any questions

• SWOT only as a situational analysis, life cycle.

• Market research – primary and secondary demographics. Is very useful in establishing TM, usage and what strategies.

• Monitoring and controlling. Justify its importance. This is often neglected by teachers and students, please DO NOT.

Stage 3 Marketing Strategies 51-58

A mass market is segmented or broken down into more manageable ones. It is segmented by:

Demographics Geographic

Psychographic (personality &motives)

Behavioural or benefits -https://www.youtube.com/watch?v=tgoVRo36Moc

Product 54

, positioning. First impressions are powerful. Do you make allowances for friends?

• Markets are competitive and

• Consumers need to trust and

• Support the brand BFF.

Product

• packaging and features- What message is generated?

• What does a logo say – Is it recognisable?. Play Logos Quiz, level one.

• Price and Quality. What am I saying about this business??

• Type in what is the most expensive toilet paper in the world?

Pricing 56

• What does price say?

• Know the difference between methods (cost based or market)

• Strategies – Skimming, penetration, loss leaders and price points

• What is the most $$ TP

Promotion 58

• To persuade and inform. Create emotion, reach TM. Relationship and communications process is increasing.

• When is adv good/bad?

• What is a negative of sales promotions?

• Look at the power of using opinion leaders

• http://www.youtube.com/watch?v=N4L9Lb60uzU

• Discuss the use of word of mouth.

Place

• Look at Distribution and nature of channel choice.

• How did the iconic change distribution in Australia?

People, Processes and Physical 61

• Remember marketing has moved away from production, hence the importance of quality, perception and relationship.

E - Marketing

• Directly through the company website

• SMS texts on deals such as Dominos

• Blogs celebrities are used in this manner.

• Social Media.

• Link to RM and how if you trust the relationship you will keep looking at the emails.

Most used Social Media

• Below is a list of 10 influential Social Media sites for business:• 1. LinkedIn.com• Allows registered users to maintain a list of contact details of people they know and trust in

business. This list can then be used to build business connections, to find jobs, and as a research tool to find out about someone before you do business with them / employ them / start work for them.

• 2. Twitter.com• Twitter is a social networking and micro-blogging site. Users send and read other users' updates

known as tweets. Updates are displayed on the user's profile page and delivered to other users who have elected to 'follow' Twits (people who Twitter) that interest them. Really useful if you connect to the right people such as leaders in your industry - it will give you a real idea of what their thoughts and influences are.

• 3. Facebook.com• Facebook users can join networks organised by city, workplace, school, and region. People can also

add friends and send them messages, and update their personal profiles to notify friends about themselves. Facebook now offers a business page, which provides businesses with a great platform to promote events and company information to its network.

• 4. YouTube.com• YouTube is a video sharing website where users can upload, view and share video clips. Increasingly

Trends since 2013

• Australian advertisers spent more on online campaigns than on free-to-air TV advertisements for the first time last year.

• A newly released report from IAB Australia put online advertising expenditure at $3.986 billion in the 2013 calendar year, up 19.3 per cent on the year prior.

• Free-to-air TV advertising only made $3.877 billion in 2013, up 1.76 per cent for the year.

• IAB Australia reported double-digit growth across all online advertising segments last year, of which general display advertising revenue grew 28.4 per cent to $1.125 billion, search and directories 18.1 per cent to $2.118 billion and classifieds 10.5 per cent to $743 million

Global Marketing

• McShrimp, Chicken McCurry, Fried Rice buns

• http://foodnetworkhumor.com/2009/07/mcdonalds-menu-items-from-around-the-world-40-pics/

Approaches 63

• Why are global brands of greater importance than ever? These may require substantial budgets but lift profile and positioning in the market.

• Standardised is the same approach globally, customised is where deliberate changes are made to one of the 4 p’s.

• Why can very few companies adopt a standardised approach in global marketing?

• Is it possible to have a combination of standardised and customised global marketing.

Global Pricing

• Given the globalised and online world this is becoming an issue effecting branding.

• Customised – same price with allowances for customs and government charges

• Market customised allows for market factors to influence price

• Standard world wide. This can be risky for the company.

Power of marketing

• Is this the homeless????