UNIT 10 MARKETING

10.1 The marketing mix

A . Make a list of seven products (goods or services) that are produced or provided in your city or region.

1.- Sierra azul water

2.- Dulce de mango

3.- Blown glass

4.- Cinepolis

5.- Suburcabos

6.- Universidad del Golfo de California

7.- Machaca burritos

B. Discuss these questions about some of the products you’ve listed:

• What competition does each product face?

This local products have a lot of competition against USA products because we are in a touristic place.

• What is the image of each product?

-       Sierra azul water is 600 ml botted water.

-       Dulce de mango is a very delicious candy made with mango (obviously).

-       Blown glass is made on “the glass Factory” , it has a lot of colors and shapes.

-       Cinepolis is a famous movie theather here in Cabo.

-       Suburcabos is a bus company that goes to Cabo San Lucas to San José del Cabo.

-       Universidad del Golfo de California is an important university here in Cabo which has very good careers.

-       Machaca burritos are made with onion, chile, tomato and the famous shredded meat called machaca.

• What is the image of the company that produces it?

All of these are local products, so what they want to announce is quality, taste and an excellent image.

C. Fill in the gaps in the sentences with the words on the list.

1. What is “the marketing mix”?

The marketing mix consist in “the four Ps”: providing the customer with the right PRODUCT at the right PROMOTION , presented in the most attractive (PRICE), and available in the easiest way (PLACE).

2. What is a “product”?

A product is not just an assembled set of components: it is something customers buy to SATISFY a need they feel they have. The IMAGE and the DESIGN of the product are as important as its specification.

3. What is “price”?

The product must be priced so that it COMPETES effectively with RIVAL products in the same market.

4. What is “promocion”?

The product is presented to customers through advertisement (e.g. TV, COMMERCIALS, RADIO SPOTS, NEWSPAPER ADVERTISEMENTS, POSTERS, packaging (e.g. design, LABELS, MATERIAL), publicity, P.R (PUBLIC RELATIONS) and personal selling.

5. What is “place”?

Your product must be available to customers through the most cost-effective channels of DISTRIBUTION. A consumer product must be offered to END-USERS in suitable retail OPPORTUNITIES, or available on HIRE PURCHASE or by MAIL ORDER.

6. What is meant by “ S.W.O.T.”?

A firm must be aware of its STRENGTHS and WEAKNESSES and the OPPORTUNITIES and THREATS it faces in the market place.

D. Which of these opportunities and threats do firms in your regions face in the next two to three years?

·      Competition from other local firms, or from other regions.

·      Rise or fall in demand.

·      New technology

10.2  Advertisment and commercials

B. Study the advertisement on the next page and discuss these questions.

• What exactly is the product being “sold”?

Ice cream, maps and guides, vacation trip.

• How well does each ad succeed in the four stages of “AIDA”?

Very well

• What kind of customers is each advertisement directed at?

General costumers.

• What is the “Unique Selling Proposition”?

They make you be interested in the product and the things they have.

• What changes would have to be made to the style or tone of the ads to make them suitable for your country?

None.

• Which is the “best” ad, do you think? Why?

The ice cream ad because everyone likes them! J

C. Show the ads you have cut from magazines and newspapers to the members of your group.

• Target customers:

Tourists and locals

• The USP of the product:

Better quality and a lower price than the competition.

• How the ad works in terms of the four stages of “AIDA”

They use them to draw attention and the posters look like a nice place to visit.

• How the style would have to be changed for other markets

They could be a little more serious.

10.3 Promoting products and brands

A. Which of the following methods are used to promote each of them?

Brochures, catalogues, leaflets, word of mouth.

- Which methods would probably not be suitable?

Sports sponsorship, packaging.

1. Can you name ten well-known brands wich are their competitors?

Coca-Cola – Pepsi

Kellogg’s – Nestle

McDonald’s – Burger King

Kodak – FujiFilm

Swatch – Omega

IBM – Microsoft

American Express – Visa

Sony – Panasonic

Mercedes-Benz – Cadillac

Nescafe – Café el Marino

• Name another five famous global brands. What products are they connected with?

LG – Whirpool

Google – Yahoo

Motorola – Nokia

Nike – Adidas

Chanel – Louis Vuitton

2. Here are five famous luxury brands.

• Dunhill

• Louis Vuitton

• Cartier

• Montblanc

• Lacoste

What are they famous for? Why do people pay so much money for these brands?

Because people like the quality of the products and they would pay anything just to get them.

10.5 Marketing your own region

A. How much of this information is relevant to marketing your own region?

It is very relevant to know how many people come from other countries because according to their culture we can have an idea about who they are and this way we can satisfy their needs.

B. Decide:

• Who are your potential consumers?

Americans and Canadians.

• What are the main features and benefits of your product?

Excelent service, modern infrastructure.

• What are the main features and benefits of your competition?

Perfect geography ubication, excelent infrastructure.

• What is the “unique selling proposition” that makes your product special?

I think it’s people who give support to the product and it makes the product something different.

• How can you inform customers about your product?

Internet, TV, radio, newspaper.

• What positive points about regions should you stress?

It’s an important touristic city.

• What misconceptions about your product should you try to correct?

Cabo San Lucas is a very safe city.