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11 Cards in this Set
- Front
- Back
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Marketing |
Marketing involves a series of planned activities and techniques that aim to develop products that consumers need or want and then sell these products for a profit. -Market research: an important first step of marketing to determine the customer's wants and needs. May involve choosing a target market, people with similar characteristics. -data is collected the analysed Data analytics a process of examining raw data- to draw conclusions about the information. Helps to identify and analyse consumer behavior and purchasing patterns to create successful campaigns. |
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The marketing mix |
-Product Refers to the product that is for sale to the target market. -Price refers to the amount of money a customer is prepred to pay for the product. -Promotion refers to communicating th benefits of the product to the consumer through a range of media. -Place refers to where and how the customer can purchase the product, such as a retail outlet or the internet. |
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How does marketing influence food choices |
Effective marketing is able to enliven other senses through a persons sense of site, evoking memory of a previous food experience, encouraging purchase. Can take various forms: e.g. in the media, personal emails, free sample packs, cash-back offers, company sponsorship, famous people. |
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Advertising |
Advertising is a process of communication that persuades consumers that they desire a particular product and then to buy it. Must, attract attention, arouse interest and create a desire to buy. Strategies of advertising: -Inform the consumer about a product, important foe new products -Persuade build brand preference -Remind consumers about a product, maintain loyalty |
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Advertising techniques |
-Lifestyle -Fantasy -Scientific research -Celebrities-personalities -Cartoons |
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Marketing techniques |
-use of color - natural, fresh, water -sponsorship - kids sporting activites -Toys and give-aways - increase desire -Cartoon characters - normalise over eating -Advergames are video games that contain the advertisement to promote a particular product. - overcome advertising restrictions -Augmented reality is a live direct or indirect view of a physical, real world environment whose elements are supplemented by computer generated sensory input such as sound, video and graphics. -can be used to entertain children, can cause pestering of parents. |
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Integrated marketing |
Delivering a marketing message across multiple marketing channels, using a range of different marketing promotional tools. -Each channel works in harmony -Information reaches as many consumers as possible E.g. Traditional marketing + Promotions + Web/social media = More money from consumer |
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News reportage |
News reportage is the reporting of news on current issues or events in newspapers or on television or radio. -key source of info for consumers, powerful too in shaping food info and choice by highlighting issues of nutritional importance -important that news info is balanced Magazines and newspapers Consumer organisations and advocacy groups |
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Popular culture |
Food manufactures develop strategies to use pop culture to promote their products. Reality television e.g. Masterchef Celebrities e.g. Jamie oliver Sporting stars e.g. KFC twenty20 |
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Social Media |
Provides a vehicle for engaging with peoples daily interactions and social relationships. -Influence buyer behaviour -share info, generate convo, find out what people like Digital marketing and social media e.g Hashtags Smartphones and tablets e.g. online shopping, apps, Location based marketing using geological techniques encourages impulse buying, Data collection and targeting e.g. personalized promotion based on loyalty card purchases. Youtube Blogs |
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The pathway to purchase |
Range of strategies to develop a pathway to encourage consumers to develop a pathway to encourage consumers to develop the desire to purchase their product. E.g. -Download the recipe -Buy the ingredients -Make the food -Take a picture -Pin a photo to Instagram |
