To Marketing: Tutorial 1
To Marketing: Tutorial 1
To Marketing: Tutorial 1
Introduction
to Marketing
Prepared by Kim Du
Reviewing Objectives & Key terms
What did happen in the previous class?
- Marketing Process
2. Understand the Marketplace
and Customer Needs
- Customer Needs, Wants, and Demands
States of deprivation
• Physical—food, clothing, warmth, safety
Needs • Social—belonging and affection
• Individual—knowledge and self-expression
How Where
4. Marketing Strategy & Marketing Mix
The Evolution of the Marketing Mix
4P 5P 6P 7P 4C
• Product • Product • Product • Product • Customers
• Price • Price • Price • Price • Costs
• Promotion • Promotion • Promotion • Promotion • Communicate
• Place • Place • Place • Place • Convenience
• People • People • People
• Process • Process
• Physical evidence
(McCarthy, 1964) (Judd, 1987) (Kotler, 1984) (Booms and Bitner, 1981) (Lauterborn, 1990)
5. SWOT Analysis
Internal
refer to favorable external factors that could an unfavorable trend that has the
give an organization a competitive advantage potential to do harm to the organization
External
SUMMARY
SUMMARY
In the past, most Indians lived in rural areas where they used to clean their teeth
with leaves of a plant. When Colgate entered this big market, they applied the following strategy:
COLGATE IN INDIA
At first, they hired van drivers to go to every village; on each van they played radio advertisements
ACTIVITY 1:
which educated Indians about the use of toothpaste to build up confidence and create more gender
attraction. Then instead of selling toothpaste in normal packages
at more than $2 each, they made small tubes of toothpaste priced
at below 50 cents. Colgate made huge success with this strategy.
Questions:
1. Identify needs of people living in rural areas in the case.
2. How did Colgate create a want and a demand?
3. Do you think Colgate had a smart marketing strategy?
Why or why not?
ACTIVITY 2:
SWOT Analysis
X-RAY THE BUSINESS
Vietnam market.
Discuss 4 questions as follows:
1. Identify the needs of consumers