Anglais Marketing

Marketing

Even if you make the best product in the world, if you don’t have the right marketing policy, you will probably fail to sel lit.

Identifying customers’ current and future needs in order to make the right product to satisfy  them thanks to market research.

1. Study the market

1. The supply and the demand

Marketers control competitors and analyze consumers habit.

1. The target

Marketers aim at market segments and

1. Market research

• Desk research : They collect as many details as possible
• Field research : They collect informations by questionners, by face to face quizz by telephone interviews and on the NET

1. Strengths and weaknesses of the company

Markerters analyze the financial situation of the company and its capacity to launch a new product sometime for that the company must develop or create the research and the development departement

(Grammaire : être habitué à : be used to

Ex : consumers are used to looking for the best quality price ratio

Les directeurs de magasins sont habitués à disposer les nouveaux produits à hauteur d’œil sur les étagères

Store managers are used to displaying new products eye level on the shelves)

Field research : They collect information by questionners to face to face quizz by telephone interviews and on the net

• Strenghts and weaknesses of the company

Marketers analyse the financial situation of the company and its capacity to launch a new product sometime for that the company must develop or create the R&D

II The marketing mix

It’s the way company combines the various elements of marketing (6P). Too succeed the company must work on these 6 factors simultaneasly

• Product : They are different types of product

•  Nondurable product (FMCGS), durable product (cars), disposable product (nappies…)
• The life cycle of a product (cycle de vie du produit) :

Introduction no profit, hight coast

 Groth sales rise, profit rise

Maturity sales are still rising, no competition

Saturation too many suppliers, sales start to fall

Decline no more demand

• How expending the product’s life ? they are various strategies :

Launching a new better adapted version

Offering a new packaging

Organizing new advertising campain

Offering promotions special offers

Finding new uses

Offering free gifts

Tapping new market

• The price : Is very important, It must cover the making of the product and a profit margin, it must be adoptable to the target and according to the competition. They are various strategies :

• Penetration price
• Skimming price , expensive because the product is new
• Premium price, very expensive it adds value and prestige to the product
• Psychological price (=odd price)
• Discount price (if cash or in bulk)
• Cut price at the end of the product life

• How and where are you going to sell your product : 3 main channel

• Wholesalers and retailers
• Stores and supermarkets
• Directly to consumers (street market, internet, phone ordering)

• They are 3  times of selling strategies :

• Intensive : in as many places as possible
• Selective : in special stores
• Exclusive : no competitors

• Promotion : Advertising is the most widely used methode of promotion
• Packaging :  it’s the first things seen by consumers, it’s a real promotion tool, it can boost sales but it is critized
• Presence online : For a few years products online have been selling better
• People
• place

The secrets of a successe ful marketing :

• The customers is always right
• Give the market what he wants not what you want
• Make friends with customers

 Advertising :

It’s a means to get consumers buy the new product, but it is also a way to create needs. Its purposes are :

• Increase sales
• Inform consumers
• Promote brand names

Advantages :

• It encourages competition, it finances commercial TV & radio and keeps the price of newspapers low.

Drawbacks :

• It brainwashes people into buying what they don’t really need or what they can’t afford. It can be misleading (mensongère).

The Media :

• It depends on the place and the price. Tv commercials or radio commercials, leaftlet, billboards, shop display, illuminated sign, trade fair, sponsoring, packaging, on the back & side of bus.

The advertising campaign :

• 4 questions are asked : How old is your target ? Which income group do you belong to ? Where do you want to advertise ? Is your product right in term of price, name and packaging ?

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