MarketingMarketing

ESL 156 Comparative Culture StudiesESL 156 Comparative Culture Studies

Instructor: Lyra RiabovInstructor: Lyra Riabov

Presenters: Sheng-chi Hsu(Anne),Presenters: Sheng-chi Hsu(Anne), Jorge Ivan, Lifeng Jorge Ivan, Lifeng Kong(Rinne) Kong(Rinne)

Date: March 06, 2007Date: March 06, 2007

DiscussionDiscussion

Definition of marketingDefinition of marketing Four P’sFour P’s Case study: Shaws supermarketCase study: Shaws supermarket ConclusionConclusion ReferencesReferences

What Is Marketing?What Is Marketing?

MarketingMarketing means the movement means the movement of goods and services from of goods and services from manufacture to customer in order manufacture to customer in order to satisfy the customer and to to satisfy the customer and to achieve the company’s achieve the company’s objectives.objectives.

Four P’sFour P’s

Marketing can be divided into four main elemeMarketing can be divided into four main elements that are popularly known as the four P’s.nts that are popularly known as the four P’s.

1.1. ProductProduct --- --- The good or service that a companyThe good or service that a company wwants to sellants to sell

2.2. PricePrice --- --- A company charges for itA company charges for itss product product ------Above, with or belowAbove, with or below

Four P’sFour P’s

3.3. PlacementPlacement

------Involves getting the product to the Involves getting the product to the customercustomer

4.4. PromotionPromotion

------Communication between buyer and Communication between buyer and sellerseller

Marketing MixMarketing Mix

The combination of the four P’s is The combination of the four P’s is known as the marketing mix.known as the marketing mix.

price

promotion

product

placement customers

Shaw’s SupermarketShaw’s Supermarket

1860 first store 1860 first store openedopened

George C. ShawGeorge C. Shaw Shaw’s employee: Shaw’s employee:

approximately approximately 30.000 associates.30.000 associates.

Shaw’s and the Four P’sShaw’s and the Four P’s

ProductProduct• All kind of productsAll kind of products• Popular productsPopular products

BananasBananas Coca-colaCoca-cola Frito Lay ChipsFrito Lay Chips Budweiser beerBudweiser beer

Price ComparisonPrice Comparison

0

2

4

6

8

10

12

Bananas Coca-cola Budweiser

Shaw's

Hannaford

Stop&Shop

Target MarketTarget Market

EveryoneEveryone Focus consumersFocus consumers

• MothersMothers ConsumersConsumers

• Older and younger Older and younger peoplepeople

• SinglesSingles• Couples Couples

Target CompetitorsTarget Competitors

Stop&ShopStop&Shop HannafordHannaford Market BasketMarket Basket

Greg DuballGreg Duball /Store Manage /Store Managerr

The Selection of EmployeesThe Selection of Employees

very good communication with very good communication with peoplepeople

have to be upbeathave to be upbeat friendlyfriendly

Interviewers:Sheng-chi Hsu(Anne), Jorge Ivan, Lifeng Kong(Rinne)Interviewers:Sheng-chi Hsu(Anne), Jorge Ivan, Lifeng Kong(Rinne)Interviewee: Interviewee: Greg DuballGreg Duball, Shaw's Store Manager, Shaw's Store Manager

The Four P’s of The Four P’s of

PlacementPlacement

1.1. ProductsProducts

Geographical Locations and the Types of Geographical Locations and the Types of StoresStores

The Four P’s of The Four P’s of

Price –price strategiesPrice –price strategies -- why is the price in Shaw’s -- why is the price in Shaw’s

above the market?above the market? -- high quality (main reason)-- high quality (main reason) -- best price (cheaper) on special -- best price (cheaper) on special

products products -- reward program-- reward program

The Four P’s ofThe Four P’s of

PromotionPromotion

1. Advertisements are in 1. Advertisements are in newspapers radio, TV and the newspapers radio, TV and the InternetInternet

2. Posters are in the stores2. Posters are in the stores

and TV screens in stores and TV screens in stores

3. Reward cards3. Reward cards

AdvertisementAdvertisement

Slogan:Slogan:

-- Making your life easier-- Making your life easier Appeal: Appeal:

-- The format of Shaw’s Ads change -- The format of Shaw’s Ads change every weekevery week

-- Have lots of items, and have better -- Have lots of items, and have better items than the competitorsitems than the competitors

Future goals ofFuture goals of

Serve the costumers better Serve the costumers better than any other marketthan any other market

More specialize in what More specialize in what people are interested inpeople are interested in

High quality on products High quality on products and serviceand service

ConclusionConclusion

We believe, that if a company We believe, that if a company wants to succeed, it must consider wants to succeed, it must consider many things, such as products, many things, such as products, quality, service, and employees. It quality, service, and employees. It is not an easy thing to achieve, so is not an easy thing to achieve, so we think marketing plays a very we think marketing plays a very important role in this process.important role in this process.

References References

Marketing Marketing Mc Dougal And Arden “chapter 2: Mc Dougal And Arden “chapter 2: Marketing” Business Concepts, Marketing” Business Concepts, Heinle And Heinle,1993Heinle And Heinle,1993

The four P’s The four P’s E. Jerome McCarthy, Basic E. Jerome McCarthy, Basic Marketing (Homewood, Ill. Marketing (Homewood, Ill. Richard D. Irwin, Inc,1971)Richard D. Irwin, Inc,1971)

http://www.shaws.com/http://www.shaws.com/

Interview of Hooksett Interview of Hooksett Shaw’s store Shaw’s store managermanager

Interviewee: Interviewee: Greg DuballGreg Duball

Interviewers: Anne, Jorge, Rinne Interviewers: Anne, Jorge, Rinne