How do we make a Buck?
The Role of Marketing Management in the
Defining the target customer,
characteristics and wants and needs
Understanding the environmentals that
Developing the product and/or service
Developing the channels of distribution
Setting price levels of the product
Promoting the product and/or service to
those influential in its purchase
How do find out info about the
target customer> ________
The Consumer Market
Activities, interests opinions
What when _________ much of product
The Organization Market
Companies and government agencies
that purchase from small businesses
Influences on industrial demand
the _________ ,
government legislation and regulations,
agencies that exert _________ on
The Bidding-Tendering Process
The Export Market
Government Assistance for Exporting
Unique _________ of the Foreign
Mechanisms of Exporting
Documentation, credit offered,
Influences External to the Market
Social and _________ Environment
Influences External to the Market (Fig 8-6)
Management of External Influences
Economy, competition, legal,
The Possible Characteristics
System to Monitor
Possible Internal Adjustments
Developing the Product or Service
Develop Product and/or Service
Decide how the product will be
Understand the _________ life
Developing the Product or Service (cont)
Determine Factors that Accelerate
communicability of results
How the Consumer Classifies the
Product and/or Service
appliances, stereos, cameras
How the Organizations Classifies the
Product and/or Service
Component parts: becomes part of the
Process materials: not readily identifiable part
of the production of other products
Accessory Equipment: Type writers and tools
Consumable Supplies: IE Paper, pencils or oils
Business to Business services: Financial, legal
marketing research etc.
Developing the Distribution System (Fig 8-9)
Manufacturer to Consumer (Short-
Manufacturer to Wholesaler to retailer
to consumer (Long-Indirect)
Setting the Price for the Good and/or Service
Cost- _________ Pricing
Demand- _________ Pricing
Competition- _________ Pricing
Movement & Shift of demand curve
Types of Promotion
types, advantages, disadvantages,
Steps in a Promotional Campaign
1. Set Promotional Objectives
2. Determine the Promotional
3. Understand the Target’s Needs
and Perceptions of the
4. Develop the Relevant Theme
5. Determine the Method or Media
Steps in a Promotional Campaign (cont)
6. Develop a Specific Promotional
7. Set the Promotional Budget
8. Implement the Program
9. Evaluate the Effectiveness of the
1. What is marketing ?
2. What are the three target
markets in which a small business
can segment ?
3. What three areas should be
investigated before developing an
export market ?
4. What are the most common
external influences that can affect a
small business ?
5. What steps should an owner-
manager follow in working with
external influences ?
6. Explain the significance of the
Product Life Cycle.
7. When would a small business
have another company manufacture
its product ?
8. What factors can assist speeding
up the adoption rate of new
9. What are the consumer goods
10. What are the three main
decisions in developing the
distribution system ?
11. What characteristics help
determine the length of the
distribution channel ?
12. What characteristics require a
more intensive channel ?
13. What are the three methods of
price setting ?
14. Define price elasticity.
15. What are the four methods of
promoting a product or service ?
16. Identify the steps in developing
a promotional campaign.
A. Agencies Providing Export
B. Advertising as Practised by Small
C. Directories of Trade Shows and
D. Checklist for a Marketing Plan