Transcript MARKETING - Southern New Hampshire University

MARKETING
ESL 5 PROJECT
PRESENTER: MI HYUN HWANG
INSTRUCTOR: LYRA RIABOV
DISCUSSION
 DEFINITION OF MARKETING
 THE FOUR P’S
 CASE STUDY: COCA-COLA
MARKETING
 SUMMARY
 REFERENCES
WHAT IS MARKETING?
The movement of
goods and services
from manufacturer to
customer in order to
satisfy the customer
and to achieve the
company’s objective
THE FOUR P’S
The four P’s are the four elements
of marketing, which work together
to develop a successful marketing
operation that satisfies customers
and achieves the company’s
objectives.
 PRODUCT
 PLACEMENT
 PRICE
 PROMOTION
THE FOUR P’S
 PRODUCT
The good or service that a company
wants to sell
 PRICE
Charge for the product
Pricing Options: Above/With/Below
market
THE FOUR P’S
 PLACEMENT
Getting product to the customer
Channel of Distribution: ManufacturerWholesaler-Retailer-Customer
 PROMOTION
Communication between buyer and
seller to promote the product
CASE STUDY: COCA-COLA
MARKETING
 DESCRIPTION OF COCA-COLA
 THE FOUR P’S OF COCA-COLA
 PRODUCT
 PRICE
 PLACEMENT
 PROMOTION
COCA-COLA
 World's top soft-drink company
 Sells about 300 drink brands,
including coffees, juices, sports
drinks, and teas, in some 200
nations
 Commands about 50% of the
global soft-drink market
FOUR P’S OF COCA-COLA




PRODUCT
COCA-COLA®
The most popular and
biggest soft drink
Created by Dr. John S.
Pemberton
First offered as a
fountain beverage by
mixing Coca-Cola syrup
with carbonated water
FOUR P’S OF COCA-COLA
CUSTOMER
SATISFACTION
PRICE
2Litter
COCACOLA
PEPSI
1Bottle
/89¢
1Bottle
/89¢
12Bottle 12Bottle
16.9oz /$4.00
/$3.98
Wal-Mart (November 10, 2003)
COCA-COLA
4,09/5,00
(recommended by 82% of
our authors)
Product
Quality
4,3
Value for
money
4,9
Taste
4,3
http://www.uk.ciao.com
FOUR P’S OF COCA-COLA
PLACEMENT
 Deliver the quality worldwide
with local network of bottling
partners, suppliers, distributors
and retailers
 Invests in local communities in
over 200 countries: totals
billions of dollars
 Always and everywhere
FOUR P’S OF COCA-COLA
PROMOTIION
EDUCATION
The Coca-Cola Company has always
believed that education is a powerful force in
improving the quality of life and creating
opportunity for people and their families
around the world.
SPONSORSHIP
Coca-Cola has been sponsoring Olympic
Games since 1928. Coca-Cola also
sponsors the FIFA World Cup and hundreds
of sports activities in local markets around
the world.
SUMMARY
 IMPORTANCE OF
MARKETING MIX
 VITAL ROLE OF TARGET
MARKET RESEARCH
REFERENCES
MARKETING
Arden, Marianne Mc Dougal And, “Marketng,” BUSINESS
CONCEPTS FOR ENGLISH PRACTICE
Heinle And Heinle, 1993
MARKETING
Vetrano, Joni, Et Al, “Marketing,“
TAPESTRY: LET’S TALK BUSINEE
Heinle And Heinle, 1995
THE KEY TO
ADVERTISING
Beglar, David And Neil Murray, “The Keys To Advertising,”
CONTEMPORARY TOPICS: ADVANCES LISTENING
COMPREHENSION
Pearson Education E L T, 1993
HOOVERS
The Business
Information Authority
http://www.hoovers.com
COCA-COLA
http://www.cocacola.com