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Page 1

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MARKETING:
has
dir
e ct
ef
fect
on
sal
es
& £££
I.INTROU DCTI
O N
"The process of identifying, anticipating (predicting) and satisfying
customer needs profitably"
A.THE
PURPOSE

Identifying ­
fi
nd i
ng out
by using ma rk e t
ing r
esea r
ch abou t
current…

Page 2

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B.NICHE
MARKETI
NG
Wher
e a
busi
ness
tar
get
s a
small
er
segme nt
of
a
lar
ger
mar
ket
,
w her
e
cust
omers
have
speci
fi
c needs
and want
s
Niche marketing


Only targets people who are likely to be Potential for sales/market/business
interested…

Page 3

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C .
MASS
MARKETI
N G
Where a business sells into the largest part of the market, where
there are many similar products on offer
Mass marketing


Aiming at wider target market, Increased competition give `choice' to
opportunity to gain market share consumers so the business needs to
develop USP…

Page 4

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I
I.DEVELOPI
N G AN EFFECTI
VE
MARKETI
N G MI
X
Thi
s i
s of
ten
know n
as "The
4 Ps"
(pr
oduct
,
pri
ce,
pr
omo t
ion
and
place)
and
it
i
s t
he
ter
m given
to
the
main
vari
ables
w…

Page 5

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Some changes
in
the
ma r
keti
ng env i
ronment
ar
e har
mful
t
o cer
tai
n
compani
es but
benef
ici
al
to
other
s.
A n
effect
ive
ma r
keti
ng mi
x would
invo lve ensur
ing
that
the
4
Ps (
P…

Page 6

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I
.P R ODU CT
A .INF LUEN CES
O N DEVELOPMENT
O F
N EW
G
AND
S

Page 7

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ENTER PR E N E U RIAL SKILLS Competition Technology
OF
MA NAG ER S & OWN ER S:
T echnological
de velop me nt
s
A comp an y mig ht mean
that
a
comp any can
S o meb o dy
w it
hin
the develop
a ne…

Page 8

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Testing:
Sma l
l
batch
of
pil
ot
product
s made,
market
r
esearch
int
o cust
ome r
react
ions ,
i
f
the
publi
c l
ike
it
t
hen t
he pr
oducti
on l
i
n e
is
tool
ed
up
to
ma ke
the
product…

Page 9

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D.Pr
oduct
br
and
Branding


Easi
ly
re co gni
sable
n ame
w hi
ch gives
you T i
me
c onsu min g
to deve l
o p and
ma intain
a
comp eti
t ive
a dvant
ag e b r
a nd w hich requ i…

Page 10

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The
focus
on ma r
ket shar
e a nd
ma r
ket
growth
ign or
es i
ssues
such as
devel
oping
a sust
ainable
comp eti
ti
ve advant
ages
The
product
li
fe
cycle
vari
es
The
layout
can
va r
y,
for
examp le
Ma r…

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