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MARKETING AND ADVERTISING Daniela Laffusa Ginevra Lizzo Giulia Maffii MARKETING AND ADVERTISING Daniela Laffusa Ginevra Lizzo Giulia Maffii

General Overview MARKETING : THE TERM MARKETING CONCEPT AND ITS FUNCTIONS. 4 P’S : General Overview MARKETING : THE TERM MARKETING CONCEPT AND ITS FUNCTIONS. 4 P’S : PLACE PRICING PRODUCT PROMOTION : PERSONAL SELLING SALES PROMOTION PUBLIC RELATIONS ADVERTISING

MARKETING Marketing is used to create the customer, to keep the customer and to MARKETING Marketing is used to create the customer, to keep the customer and to satisfy the customer. Marketing is one of the major components of business!

MARKETING STEPS Marketing research Segmentation of the market Targeting Marketing mix Positioning Selling MARKETING STEPS Marketing research Segmentation of the market Targeting Marketing mix Positioning Selling

MARKETING MIX Marketing mix is the method by which companies advertise products or services MARKETING MIX Marketing mix is the method by which companies advertise products or services to potential customers. It’s divided into 4 p’s: -product -price -place -promotion

PRODUCT Companies aim to satisfy with their products the customer’s wants! PRODUCT Companies aim to satisfy with their products the customer’s wants!

PRICE Price is the only element that generates a revenue. PRICE Price is the only element that generates a revenue.

PLACE The right place for each product !! PLACE The right place for each product !!

PROMOTION Promotion involves disseminating information about a product , product line, brand, or company. PROMOTION Promotion involves disseminating information about a product , product line, brand, or company.

Promotion comprises four subcategories: Personal selling Sales promotion Public relations Advertising Promotion comprises four subcategories: Personal selling Sales promotion Public relations Advertising

PERSONAL SELLING Sales, or the activity of selling, forms an integral part of commercial PERSONAL SELLING Sales, or the activity of selling, forms an integral part of commercial activity. Mastering sales is considered by many as some sort of persuading art.

SALES PROMOTION Sales promotions are non-personalpromotional efforts that are designed to have an immediate SALES PROMOTION Sales promotions are non-personalpromotional efforts that are designed to have an immediate impact on sales.

PUBLIC RELATIONS Public relations is the art and science of building relationships between an PUBLIC RELATIONS Public relations is the art and science of building relationships between an organization and its key publics.

ADVERTISING The promotion of goods, services, companies and ideas. Marketers see advertising as part ADVERTISING The promotion of goods, services, companies and ideas. Marketers see advertising as part of an overall promotional strategy.

THE ADVERTISING MESSAGE Advertisements are messages wich companies pay to send. . THE ADVERTISING MESSAGE Advertisements are messages wich companies pay to send. .

TV COMMERCIAL The Tv commercial is generally considered the most effective mass-market advertising format. TV COMMERCIAL The Tv commercial is generally considered the most effective mass-market advertising format.

WORLD WIDE WEB Advertising on the World Wide Web is a new method of WORLD WIDE WEB Advertising on the World Wide Web is a new method of E-mail advertising! advertising is another recent phenomenon!

PAPERS AND PERIODICALS MANY COMPANIES CHOOSE TO ADVERTISE IN NEWS PAPERS PERIODICALS OR MAGAZINES! PAPERS AND PERIODICALS MANY COMPANIES CHOOSE TO ADVERTISE IN NEWS PAPERS PERIODICALS OR MAGAZINES!

WHICH ONE WOULD YOU BUY? A B WHICH ONE WOULD YOU BUY? A B

IMPORTANCE OF THE IMAGE IS A WAY THROUGH CUSTOMER ASSOCIATE TO A PRODUCT AN IMPORTANCE OF THE IMAGE IS A WAY THROUGH CUSTOMER ASSOCIATE TO A PRODUCT AN IDEA!

GLOSSARY! Goal: Mastering Sales: Retail: Rebates: TV commercial: Billboard: Achieved: Free Samples: Wall paintings: GLOSSARY! Goal: Mastering Sales: Retail: Rebates: TV commercial: Billboard: Achieved: Free Samples: Wall paintings: Skywriting: Flyer: Obiettivo, scopo, meta. Padronanza delle Vendite. Vendita al dettaglio. Buoni omaggio. Spot pubblicitario in TV. Cartellone Pubblicitario. Realizzato. Assaggi Gratuiti. Pitture su parete. Pubblicità aerea (striscioni ecc. ) Volantino.

RESOURCES: www. wikipedia. it www. marketing. it Active business student’s book (Petrini) AND A RESOURCES: www. wikipedia. it www. marketing. it Active business student’s book (Petrini) AND A SPECIAL THANKS TO MR RAGAZZONI !