Marketing is not just about selling.
Marketing is knowing about and
satisfying customer needs
Marketing can increase sales &
It can also improve the image of the
What is market research?
Market Research is studying or
investigating a market, to find out what
consumers want, or whether customers are
satisfied with a product and the level of
Class Survey – Show Me
Hollyoaks or MOTD?
Lady Gaga or
Coke or Pepsi?
Top Gear or X-Factor?
Girls will like Hollyoaks, Boys MOTD.
Eminem may be too old to be popular! Lady Gaga
probably liked more by girls.
Would expect Coke & Pepsi to be even but Coke
narrowly ahead. Doubt there will be a gender
Would expect most boys to prefer Top Gear over XFactor.
A study by Hallock (2003) revealed that 57% of
men and 35% of women view blue as their favourite
colour. Yellow is second for men.
Bases of Market
Who is Crispola aimed at?
What is target marketing?
Market Research in Action
Video on Market Research from The
How do you think they did?
What would you have chosen?
Market Research Methods
– watching consumer
Groups – asking people in
depth qualitative questions on a topic
(aka Surveys) –
asking people questions on a topic
(one to one, by phone, by post, or
Questionnaire Design Rules
Only one question at a time
Keep question simple & clear to
Questions should be free from bias (not
Keep questionnaire short
We are going to buy in one type of smart phone
to sell to pupils in the school
What key questions do we need to find out?
You will now work in groups of 3-4 and complete
your Questionnaire Design sheet
What we are looking for
Questions that will let us know about…
the respondent’s age & gender
The type of smart phone they like
Extra features they expect (ie camera, video, 3G or
Colours they like
Price they would pay
Data plans… text & minutes
You have 10-15 minutes to design the survey!
Otherwise known as the 4 Ps:
Product – what you are going to make
Price – what you will charge customers
Place – where you will sell the
Promotion – how you let customers
know about the product/service
USP stands for Unique Selling Point
This means a feature that makes stand out
from the crowd.
FedEx guaranteeing on time delivery
Sky‟s technological expertise
Apple‟s unique design is a USP
Can you think of any others?
New Product Development
Market Research is used to provide
information for firms to develop new
Develop a superior product
Create a USP
Prototypes & testing
Patents & Copyrights
Product launch & commercialisation
Create a presentation called “Product
Heaven and Product Hell” outlining 5
successful products & 5 product failures.
Branding is when a product is well
known and memorable.
It may make good use of logos,
slogans, a unique design or a high
In 2012, after being taken over
by a Malaysian business man,
Cardiff – aka „The Bluebirds‟ controversially changed its
home kit colours from blue to
red in order to appeal to a wider
The club crest would also now
include a Red Welsh Dragon.
Supporters were furious.
Can add to family
One mistake can
Loyalty can be
Product Life Cycle
Draw and label the diagram.
Describe what happens at each stage
in terms of sales, profit, costs and
This outlines the common growth and decline
of a product over time. It may be just a record
of sales, but it is important to be able to act
on this information.
Not all products follow this... Fads and
classics are different.
But how do we keep a product from
This involves letting people know about your
Word of mouth
Public Relations (PR)
Advertising tries to inform, influence
and persuade customers into buying
products and services.
Advertising can be in print, TV, radio,
billboards and social media
Advertising is controlled by the ASA –
Advertising Standards Authority
Design a promotional flyer using
Publisher or Word for a new
environmentally friendly electric car.
You must sell the benefits to the
Direct mail (junk mail!)
Trade fairs e.g. motor
Point of sales displays
Leaflets & brochures