Scribd
Upload
28 views

Managing The Marketing Function

The document discusses marketing concepts and the marketing mix. It defines marketing as activities designed to facilitate and expedite selling goods and services. The 4 P's of marketing are introduced as the product, price, place, and promotion. Promotional tools include advertising, publicity, personal selling, and sales promotion. Strategic marketing for engineers involves selecting a target market and developing a marketing mix tailored to that target market after selection. The marketing mix considers both in-person and impersonal presentations.

Uploaded by

brian_barawid
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
28 views

Managing The Marketing Function

The document discusses marketing concepts and the marketing mix. It defines marketing as activities designed to facilitate and expedite selling goods and services. The 4 P's of marketing are introduced as the product, price, place, and promotion. Promotional tools include advertising, publicity, personal selling, and sales promotion. Strategic marketing for engineers involves selecting a target market and developing a marketing mix tailored to that target market after selection. The marketing mix considers both in-person and impersonal presentations.

Uploaded by

brian_barawid
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 17

CHAPTER 11

MANAGING
THE MARKETING
FUNCTION
The Marketing Concept

• Marketing

• Is a group of activities designed to


facilitate and expedite the selling
of goods and services.
The 4 P’s of Marketing
The Product

The Price

The Place

The Promotion
Promotional tools

Advertising
Publicity
Personal Selling
Sales Promotion
EXAMPLES OF
SALES PROMOTION
Strategic Marketing For
Engineers
• Selecting a target market
• A market consists of individuals or
organizations, or both with the
desire and ability to buy a specific
product or service.
Factors in selecting a
target market
• The size of the market

• The number of competitors


serving the market
Strategic Marketing For
Engineers
• Developing a marketing mix
• After the target market, a
marketing mix must be created
and maintained.
• IN-PERSON • IMPERSONAL
PRESENTATIONS PRESENTATIONS
• One-on-One • Print , Radio/TV and
• Internet teleconferencing Yellow Pages Advertising
• In Person, Telephone, • Web site
Letter, Fax, E-mail • Printed Materials of all
• Selling Environment kinds
• Attire/Grooming • Signage
• Public Presentations, • Window, Counter, Shelf
Civic Activities Display
• Networking • Broadcast Fax and E-Mail
• Trade Shows? • Direct Mail
• Sponsorships?
THE
MAJOR MAJOR
END

You might also like