CHAPTER 5
MARKETING
OBJECTIVES:
1. The students are able to explain
the words concerning with marketing.
2. The students are able to explain
what should be done in giving a business presentation.
1. INTRODUCTION TO MARKETING
Marketing is the link between the
organization and the consumer. All organizations must serve consumer needs if
they are to succeed. Marketing begins with the identification of consumer needs
and the development of a product to meet those needs. Marketing managers
develop a marketing strategy based on the four principle elements of marketing.
Those four elements, often called the four P’s of marketing, are product
(including goods, services, and ideas), price, promotion, and place
(distribution). Together, these elements are known as the marketing mix.
QUESTIONS
1. What is
marketing?
2. What is
consumer behavior?
3. What are the
4P’s of marketing?
4. What is a
marketing plan?
5. Discuss how the
following elements influence the products, services or ideas that are
a part of your lifestyle.
a. TV b.
billboards c. packaging
6. How do you find
out about certain products or sales? What entices you to buy the products?
7. Discuss what a
company must do in the following areas before a product can reach your
hands. a.
Product research and development
b.
Market research
c.
An advertising campaign
d.
Quality control
8. What are the
steps that a company takes to introduce a new product?
9. When you shop,
are you more concerned with price or with quality?
10. Do you buy
only things that you really need or do you buy things that are the latest
fad?
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11. Do you plan
your purchases carefully or do you buy on impulse?
12. How do the
following influence you when you shop?
a. shopping alone or with someone
else.
b. salespeople
c. your mood
d. promotion
e. price
f. location of store
g. time of day
13. Here you act
as the consumer. Think about the last time you went shopping and made a
purchase. Answer the following questions based on your experience.
Product àWhat did
you buy? Describe it!
Place àWhere
did you buy it?
àWhat kind of store was it?
Price àHow
much did you pay for it?
àHow did it compare in price to other similar products?
Promotion àHow
did you find out about this product?
àWhat enticed you to buy it?
14. Bring to class
an advertisement from a magazine. Describe to the class the product that
company is selling and who the target market is that the company is trying to
reach.
Determine which of
the four P’s the following problems are most closely associated with Product,
Price, Promotion, or Place.
- The phone number for placing a
telephone order is always busy.
- The store is only open until 5:00
p.m. on weekdays.
- The selling price of the product
is only 5 percent higher than the cost of
manufacturing it.
- The store runs out of the product
during a special sale.
- A new dress has a rip under the
arm after it is worn once.
- The product is 20 percent higher
in price than other similar products.
- The advertisement on TV is
targeted to children as consumers and influences them negatively.
- A new flavor of ice cream is
introduced in the winter.
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- The shoe store only has size fives
(very small) and size tens (very large) left in a very popular style.
- A new product is displayed in the
back of the store.
2. LANGUAGE SKILL
GIVING A BUSINESS PRESENTATION
Presentations are
extremely important in business.
The following are
some tips to help you avoid this situation.
1. Preparing the
presentation
First, ask yourself
the following three questions
- Who is my audience?
- What kind of response do I want?
- What do I hope to communicate to
this group?
2. The
presentation
- Start developing your ideas based
on your answers to the three questions
above.
- Select your main ideas and develop
them.
- Arrange those ideas so that they
build logically. Make an outline.
- Support each idea with facts and
an explanation.
- Develop your introduction and
conclusion to attract the listener’s interest. -
Remember to summarize main ideas in the conclusion.
- Plan your content to fit the time
allowed.
- Prepare an outline of your
presentation on 3 X 5 index cards to aid you in your delivery.
3. The Delivery
- Above all, appear relaxed
- Try to gain a good rapport with
the audience.
- Your appearance:
- Dress in a comfortable
and professional manner.
- Maintain good,
straight posture.
- Maintain eye contact
with the audience.
- Use hand gestures that
will add to the presentation instead of distract from it.
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- Show enthusiasm.
- Use visual or
audiovisual aids.
- Your voice:
- Don’t speak too fast.
- Pronounce your words
clearly.
- Project your voice so
that people in the back can hear you.
- Try not to use too
many pauses or hesitation.
COMMUNICATION STRATEGIES
A tape recorder is
an excellent tool for self-improvement in public speaking. To find out how
effective you are when speaking English. Make two five-minute recordings. For
the first recording, read aloud any material of your choice. The second one
should be an information conversation with a friend. Listen to both tapes and
rate yourself, using the following guide. The left column lists characteristic
of an effective speaker, and the right column lists are in need of betterment.
If you do have some marks in the right-hand column, think about how you can
make improvements.
Do you sound:
- Self-assured -
Self-conscious
- Warm,
friendly - Impersonal,
indifferent
- Relaxed -
Tense
- Fluent -
Hesitant
- Clear -
Difficult to understand
-
Communicative - Unresponsive
- Appealing -
Monotonous
- Not too loud or
too soft - Too loud or too soft
- Not too fast or
too slow - Too fast or too slow
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