Product Four key factors 1 Features are characteristics

Product. Four key factors. 1) Features are characteristics of a product that offer benefits to customer. Feature Benefit Screen size Allows for more distant viewing Screen resolution Clear, more realistic picture Surround sound Enhanced sensory experience

2) Branding involves establishing and identity for a product with the goal of distinguishing it from competitors offerings. This is essential in markets where products are similar and competition is fierce.

3) Packaging It protects the product during shipping and handling. It is the last chance of manufactures to seduce the customer.

4) Labelling It provides information to aid a purchase decision. For many products (e. g. food, pharmaceuticals) there are legal requirements for the label relating to the listing ingredients, nutritional information and instructions for use

Place (distribution) Distribution channels: 1) Resellers (purchase products and sell them to others) 2) Intermediaries (they bring buyer and suppliers together) 3) Logistics companies Direct distribution: 1) Direct marketing (the customer places order in company’s website or catalogue) 2) Direct retail (when company operates its own retail outlets) 3) Personal selling (where salesperson takes order and arranger the delivery)

Promotion Its classical aims are: To build brand awareness of a new product To reinforce a brand To stimulate a demand, either by getting new customers to buy more, or sooner

Promotional activities Advertising It includes the whole variety of media outlets: television, radio, print(newspapers, magazines), internet, direct mail, outdoor, indoor. Sales promotion This includes coupons, special offers, contests, loyalty programs, etc. Personal selling This can be either face-to-face or via the telephone. Public relations 1) Monitoring the media for any coverage of the company, and maintaining contacts with people in the media. 2) Keeping in contact with customers through company newsletters, in-house blogs. 3) Crises management when sth threatens the company image. 4) Organizing special event to build both brand awareness and brand loyalty. Events might include parties, product demonstrations, stunts, seminars.

Price 1) Examine marketing objectives (Do we want profit or market share? ) 5) State payment options (Are there to be early payment incentives for distribution partners? What method is going to be used for international payment) 4) Determine promotional pricing (markdown: offer lower price than normal free product: BOGOF, sales promotion: coupons loyalty programs, bundle pricing: offer several different product at the same time , loss leader: sell below cost to attract customer traffic in a store) 2) Determine an initial price (cost + mark up, backward pricing psychological pricing, product line pricing, competitive pricing) 3) Set standard adjustment (quantity discount , trade discount, special discount, geographical pricing )

Starbucks Marketing Mix Analysis. In the video find marketing mix analysis. Make similar video about any other famous company https: //www. youtube. com/watch? v=tq. Nz. EXk. E 4 M 0

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Список рекомендованной литературы � � � Базовый учебник: 1. John Allison, Jeremy Townend, Paul Emmerson The Business 2. 0 B 1+ Intermediate. Student’s Book. Macmillan, 2013 3. Michael Handford, Martin Lisboa, Almut Koester, Angela Pitt Business Advantage Student's Book with DVD Cambridge University Press 2012 � . Дополнительная литература Erica J Williams Presentations in English. Macmillan, 2013 � Mascull B. Business Vocabulary in Use. Intermediate. – Cambridge, 2011 � Hall, Diane; Foley, Mark My. Grammar. Lab Level with Key and My. Lab Pack Pearson Education 2012. �

Учебно-методическое обеспечение для самостоятельной работы The Business Intermediate � Интерактивный справочный ресурс Mac. Millandictionaryonline. com � Интерактивный Интернет-ресурс «Multitran. ru» � Интернет-ресурсы www. englishclub. com www. economist. com www. investorwords. com www. thetimes 100. co. uk www. about. com www. wikipedia. com www. bbc. co. uk �

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