3. Markets are segmented into different groups of people. The main ways of doing this are: Age : eg the teenage market or the over 55’s Social class : class A (professional to class E (unemployed) Gender : men and women eg both use bikes but they have a different design Location : Haggis is more popular in Scotland than in London Culture or religion : different groups have their own unique products eg bagels, lassi etc. We’re all different ages - we want different things
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10. Place MANUFACTURERS A D C B CONSUMERS Company warehouse Wholesalers Company outlets Retailers Retailers
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12. Advertising Media Television: Ads can reach millions and you can target people who watch particular programmes but it is very expensive . Radio: Ads are usually cheaper and you can still target listeners of particular programmes but it’s sound only and audiences are usually smaller . Newspapers and Magazines: They know a lot about their readership so it’s easy to target effectively. They’ll often be read more than once . Posters and Billboards: Ads have a high visual impact and stay in place for a long time . Can be seen by lots of people but usually only for a short time so they can’t contain much information . Leaflets and Junk Mail: They are cheap to produce and distribute but they’re easy to ignore . Internet Sites: Ads can have a high visual impact , be interactive and link directly to buying the product. Cinema: Ads have a high visual and sound impact and you can target particular films. You have a captive audience but they are expensive
13. Buy One Get One Free (BOGOF): 0r buy one get something else free. Boots 3 for 2 offers is a version of this. Promotion – Other Methods There are 6 main methods of sales promotion Discounts : a good way to get people to notice the product. Free gifts : this will entice people to buy the product and is often used by fast-food restaurants. Competitions : buy their product and get entered into the prize draw or is your chocolate bar wrapper a winning wrapper? Loyalty cards : many supermarkets and retail outlets use loyalty cards – each time they use the store their purchases gain points or rewards. These can be exchanged for discounts or products eg Boots Advantage card Point of sale advertising : put your product in a special display case at the front of the store to make it more noticeable to customers
![Marketing - What is it? Marketing is more than just selling or advertising - it is the art of making it as easy as possible to get potential customers to buy your product. There are Four Ps in Marketing. They are known as the MARKETING MIX - these are the things that a business must get right 1. The price must be one that the customer thinks is good value for money. 2. The firm must come up with a product that people will want to buy 3. The product must be for sale in a place the customer will find convenient 4. The product must be promoted so that potential customers know it exists The 4 Ps of Marketing ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)