Marketing introduction to the syllabus unit 1 and unit 2 – Marketing and its elements MARKETING The – Studocu

Marketing and its elements

MARKETING

Marketing and its elements

The price (I)

 Amount of money that the buyer gives to the seller for an acquisition.

 Variable that most quickly influences decision making.

 Different pricing strategies:

Related to demand Related to demand →→Increase sales incomeIncrease sales income

Cost related

Related to competition

Survival Determined profit margin

Market penetration Skimmed or skimmed prices Brand image Follow-up of the leader

The promotion (I)

 Set of instruments to publicize the product in

the market, enhance the company image or encourage

purchase.

 Various tools:

Advertising: Transmitting a message through the media Advertising: Transmitting a message through the media to influence the consumer. It seeks both to inform about the product and to persuade it to purchase. In many cases, it tries to influence through feelings or sensations. youtube/watch?v=gQdLD6kk960&feature=emb_logo

The promotion (II)

Sales promotion: commercial measures to increase sales in a short period of time

It is usually used when: Low brand loyalty Imitate competitors with this strategy If the product is little known If the purchase is impulsive (without customer planning) Stimulate out-of-season sales

The promotion (IV)

Publicity: information about a company disclosed by a media outlet to obtain a favorable opinion. It is usually prepared by the company itself. Merchandising: means that help to sell the product at the point of sale (where it is purchased). Presentation is vital. It complements or even replaces personal selling.

The distribution (I)

 Policy that allows having the product in the right place and at the right time for its acquisition.  It includes the entire process from when it leaves the production line until it reaches its final consumer (storage, physical distribution, billing…)  The distribution channel is the medium used for which the product is the medium used. so that the product travels the distance to the buyer. They can be: Own or direct: from the producer it goes directly to the consumer External or third party: it is done through intermediaries (transporters, supermarkets…). The more intermediaries, the larger the distribution channel. Intermediaries can be wholesalers (they sell to producers or other wholesalers to later resell in large quantities: wholesale) or retailers (sellers to the final consumer: retail).

The distribution (III)

 Alternative distribution channels:

Franchise Telestore Sale by computer VendingVending by or by automatic machinesautomatic machines