Professional Documents
Culture Documents
Marketing
Marketing
instead of their
competitors.
What is Marketing?
• Marketing is the process of communicating the value of a
product or service to customers, for the purpose of selling
that product or service.
Personal Selling
Promotion
The Marketing Concept
Identify
customers
Determine what
Business customers want
7
The Marketing Concept
Retailers must consider the
• location
• atmosphere, and
• image of the store.
• The main ones you are likely to meet in business are shown
below.
Functional areas in business
The purposes of functional areas
This is essential if the business is to achieve its aims and objectives.
In addition, specific areas will be responsible for supporting specific
types of aims and objectives, for example:
– S = Specific,
– M=Measurable,
– A=Achievable,
– R=Realistic and
– T=Time specific objectives
Setting marketing objectives-"SMART"
approach
The "SMART" approach is explained to illustrate how you
address each area;
• Specific - are your objectives stated in a way that is precise
about what you are hoping to achieve?
Number of Buyers
Number of sellers
Buyer Entry Barriers
Seller Entry Barriers
Size of the firm
Product Differentiation/ Homogeneous Product
Market Share
Competition
Types of Market
Types of Market
• Perfect Competition:
➢ Examples of perfect competition: Financial markets – stock exchange,
currency markets, bond markets.
• Monopolistic Competition
➢ Examples – restaurants, professions – solicitors, etc., building firms –
plasterers, plumbers, etc.
• Oligopoly
➢ Examples of oligopolistic structures: Supermarkets, Banking industry,
Chemicals, Oil, Medicinal drugs, Broadcasting
• Monopoly
➢ Example: USTER machineries marketing.
• Duopoly
➢ Example: Pepsi and Coca-Cola (soft drinks market)
Wholesale and Retail
• Wholesale: Wholesale is the sale of goods, usually in quantity, for
the purpose of resale to consumers. Wholesalers are either
manufacturers who market their own goods to retailers and
other distributors, or they are brokers who buy products in mass
quantities and sell them to retailers.
1 Wal-Mart US
2 Tesco UK
3 Costco US
4 Carrefour France
5 Kroger US
Marketing Strategies