8.1 Marketing

• Economie & Ondernemen
• Middelbare school
• havo
• Leerjaar 3

What do you think marketing is?

8.1 Marketing & Customers

Marketing: the process of communicating relevant information in order to influence the behaviour of consumers in ways which will benefit an enterprise

Upload an image of a well known logo
This can be from your clothing, a household appliance...etc

So why do we know so many logos?

Marketing!

Brand: a name, symbol, logo and/or an image in customers’ minds that clearly distinguishes one product from another

Branding: the strategy of differentiating the products of one enterprise from those of another through emphasizing an identifiable image 

 

There are some things money can't buy. For everything else, there's ___________

Just Do It.

Think Different.

Because You're Worth It.

Advancement Through Technology

I'm Lovin' It

Advantages for marketing an enterprise:

1. Increasing consumers awareness of the enterprise
   
2. Establishing and maintaining brand loyalty
   
3. Increasing or defending sales and market share or profit
   

1. Increasing consumers awareness of the enterprise

• An enterprise will not be successful without customers knowing about its existence!
  
• Marketing will fit the aims and objectives e.g. if you have an ethical aim, the marketing will reflect this
  
• There is likely to be lots of competition between enterprises – so marketing must show how your product is different
  
• If this is not clear, the marketing will not be cost effective
  

Which of the following would you most likely buy?

2. Establishing & maintaining brand loyalty

Who buys a certain brand because you associate it with quality? 

Because it is well known? 

Because it is ‘cooler’ to consume that product?

Why didn't many of you go for the non-branded items?

Many shops will use your brand loyalty to their advantage! 

2. Establishing & maintaining brand loyalty

• Emphasize brand identity
  
• Brand identity is – name, symbol, logo or trademark or an image 
  
• Distinctive to customers
  
• Easy to remember
  

Which do you prefer?

Which do you prefer?

Which do you prefer?

Which do you prefer?

Which do you prefer?

3. Increasing or defending sales and market share or profit

• Objective might be to increase total sales – value of sales or volume of sales or both!
  
• Marketing can help reach these objective
  
• Another objective might be to become a market leader/increase market value – marketing is crucial to this
  
• Marketing can increase sales and therefore revenue
  
• Big advertising campaigns can make people more aware of what is available
  

What is this term:
The strategy of differentiating the products of one enterprise from those of another through emphasising an identifiable image

1. Brand
2. Brand loyalty
3. Marketing
4. Branding

What is this term:

The process of communicating relevant information in order to influence the behaviour of consumers in ways which will benefit an enterprise

1. Marketing
2. Branding
3. Brand loyalty
4. Brand

Name an advantage of marketing to an enterprise

Why is it important to establish and maintain brand loyalty?

How can marketing increase sales?

Independent work/homework

Key word list for 8.1 

Complete the workbook tasks for 8.1 

Upload photo evidence at the end of the lesson

Upload an image of your completed workbook tasks for 8.1