C 10 Marketing Strategies

10 Marketing strategies
10.1 Overview
LEARNING SEQUENCE
10.1 Overview
10.2 Market segmentation
10.3 Product and service differentiation and positioning
10.4 Products — goods and services
10.5 Price
10.6 Promotion
10.7 Place and distribution
10.8 People, processes and physical evidence
10.9 E-marketing
10.10 Global marketing
10.11 Review
There are a variety of marketing strategies businesses can adopt to satisfy the needs and wants of target
customers. The main goal of a marketing manager is to develop and maintain a marketing mix that matches the
needs of customers in the target market.
The main marketing strategies are the marketing mix, which consists of four
extended marketing mix the
elements: product, price, promotion and place (as mentioned in chapter 9). combination of people, processes
Reference was also made to the three Ps of marketing — which when combined and physical evidence with
with the original four Ps creates the extended marketing mix. Together, these the four main elements of the
marketing mix
seven Ps make up the main strategies of marketing and become the centrepiece of
the marketing plan (see figure 10.1).
FIGURE 10.1 The seven Ps of the extended marketing mix. The marketing mix may be varied when a business
wants to reach different target markets.
Resources
Resourceseses
Digital document Key terms glossary (doc-35641)
Exam question booklet Chapter 10 Exam question booklet (eqb-0032)
CHAPTER 10 Marketing strategies 291

10.2 Market segmentation
SYLLABUS LINK In this subtopic you will learn about market segmentation as a marketing strategy.
Source: Business Studies Stage 6 Syllabus © Copyright 2010 NSW Education Standards Authority (NESA).
As was outlined in chapter 9, market segmentation involves dividing the total market into groups of people
who share one or more common characteristics. Once the market has been segmented, the marketing manager
selects one of these segments to become the target market (see figure 10.2). Often a business will implement a
specific marketing mix to each target market that the business wants to sell to.
FIGURE 10.2 Selecting a market segment to be the target market is important. In this example, the fashion retailer
makes clothes for women over 40 years of age. The clothes are of a reasonable quality but would not be classed
as ‘designer’ clothes. In this business, female middle-income earners are the main target market.
Total market for female fashion retailer
Segment 1 Segment 2 Segment 3
Female, 40+, high income Female, 40+, middle income Female, 40+, low income
TARGET MARKET
Promotion strategies and selling techniques
The ultimate aim of market segmentation is to increase sales, market share and market segmentation occurs when
profits by better understanding and responding to the desires of the different target the total market is subdivided into
customers. groups of people who share one or
more common characteristics
segmentation variable a
10.2.1 Segmenting consumer markets characteristic of an individual or
group that is used by marketing
A segmentation variable is a characteristic of an individual or group that is used by managers to divide a total market
marketing managers to divide a total market into segments. The consumer market into segments
can be segmented according to four main variables: demographic, geographic,

psychographic and behavioural (see table 10.1).
TABLE 10.1 Common variables for segmenting customer markets

Demographic Geographic Psychographic Behavioural
• Age • Region • Lifestyle • Purchase occasion
• Gender • Urban • Personality • Benefits sought
• Education • Suburban • Motives • Loyalty
• Occupation • Rural • Socioeconomic • Usage rate
• Income • City size group • Price sensitivity
• Social class • Climate • Consumer
• Religion • Landforms opinions and
• Ethnicity interests
292 Jacaranda Business Studies in Action HSC Course Seventh Edition

Demographic segmentation
Demographic segmentation is the process of dividing the total market according to particular features of a
population, including the size, age, sex, income, cultural background and family size. Due to the ease with
which these demographic variables can be measured, their use is widespread amongst marketers.
Age and gender are two of the most widely used demographic variables for demographic segmentation
segmentation purposes. The marketing of sparkling and still beverages is typical of the process of dividing the total
market according to particular
this. Coca-Cola, for example, targets 15- to 35-year-old males with the energy drink
features of a population, including
Mother. The more health-conscious adult market is served with Diet Coke, Deep the size of the population, age,
Spring Natural Mineral Water or Fuze Iced Tea. The primary target market sex, income, cultural background
for Fanta is 13- to 16-year-olds. Mount Franklin is aimed at younger females and and family size
geographic segmentation the
families, whereas for Powerade and Pump, the core market is 18- to 24-year-old
process of dividing the total
males who are engaged in athletics — the ‘active consumer’. market according to geographic
locations
FIGURE 10.3 Nike segments the market using mainly demographic variables. Nike primarily targets consumers
aged between 15 and 45. In recent years, the company planned to grow the business further by focusing on
three key demographics: women, young athletes and runners. Nike expanded women’s apparel and product lines
and invested in sponsorships of local clubs and partnerships with professional athletes to appeal to the younger
demographic.
Geographic segmentation
Since people in different locations are bound to display different characteristics and have a variety of wants and
needs, geographic segmentation can be important. Geographic segmentation is the process of dividing the total
market according to geographic locations. This type of segmentation is based on the geographic units themselves
(countries, states, cities, etc.), but also on various geographic factors, such as climate, cultural preferences,
populations and more.

Businesses may divide the consumer market into regions because consumers in different geographical locations
have different needs, tastes and preferences. Consequently, the marketing mix may differ from one geographic
region to another. For example, McDonald’s serves beer in their German restaurants, but not in the US. This
reflects the difference in drinking preferences between the two cultures. They’ve also incorporated local foods
on their menu in some locations — the McArabia in the Middle East, banana pie in Brazil and the McVeggie
salsa bean burger in India. Although most of its marketing mix elements will be common across all locations,
regional variations require modifications to suit the particular local culture.
Sometimes the size of the city can be an important segmentation variable. One
franchise fast-food business will not locate in cities of less than 25 000 people.
psychographic segmentation
Climate also has an impact on segmenting markets for businesses selling heating the process of dividing the total
and cooling systems as well as clothing. Consumers in Jindabyne will need snow market according to personality
chains and heavy outdoor clothing, but consumers in Port Macquarie are more characteristics, motives, opinions,
socioeconomic group and lifestyles
interested in lightweight clothing.
Psychographic segmentation
Personality and self-concept have
FIGURE 10.4 Blackmores’ target market is predominantly women
been found to influence the clothes,
aged 20 to 49. This group is then further segmented according
hair styles, make-up, entertainment to their primary areas of interest and motives: general wellbeing,
and motor vehicles that individuals weight, pregnancy and fitness. Blackmores’ strategy is to produce
will purchase. Psychographic a highly-targeted creative marketing campaign for each of these
segmentation is the process of segments.
dividing the total market according
to personality characteristics,
motives, opinions, socioeconomic
groups and lifestyles. When
segmenting a market according to
psychographic variables, a business
would research a consumer’s brand
preferences, favourite music, radio
and television programs, reading
habits, personal interests and
hobbies, and values.
Psychographic variables focus on
why people behave the way they do.
An average Toyota Corolla owner
compared with an average Porsche
Cayman S owner, for example, will
respond quite differently about
the cost of vehicle maintenance,
insurance and accessories.
Psychographic variables can be used by themselves to segment a market, or they can be combined with
other types of segmentation variables. However, unlike demographic variables, psychographic variables can
sometimes be difficult to accurately measure, especially personality characteristics and lifestyle.

BizFACT
The shampoo industry uses psychographics to segment the market. The attitudes and values of customers are
important when segmenting the market and many companies develop specific products to target certain lifestyles
as well as satisfying different needs; for example, anti-dandruff, detangler, volumising, moisturising.
Behavioural segmentation
Behavioural segmentation is the process of dividing the total market according
to the customers’ relationship to the product. This includes customers’ knowledge
of, attitude towards, use of, or benefits sought from the product. A total market, behavioural segmentation
for example, may be divided into users and nonusers. Users can then be classified the process of dividing the
total market according to the
as heavy, moderate or light. To encourage light and moderate users to purchase customers’ relationship to the
more of its products, a business may have to redesign the product, set special product
prices and implement special promotion activities.
FIGURE 10.5 The loyalty of the customer can also be used for behavioural segmentation.
The best example of this is in the hospitality industry where hotels, restaurants and airlines
provide their best service to their most loyal customers. For example, the Qantas Club is a
membership program that gives members access to Qantas Club Lounges in Australia, as
well as international lounges at airports around the world.
Identifying what the customers want from the product — the benefits sought — is an important aspect of
behavioural segmentation. By determining the benefits desired, marketers can design products that directly
satisfy these desires.

SNAPSHOT
Case study: The six buyer segments in the property market
Our demographic shape is changing; there are six
distinct buyer segments in the Australian property
market:
1. Young renters
2. First home buyers
3. Upgraders
4. Downsizers
5. Retirees
6. The aged care market.
Looking ahead, the demand from young renters and

upgraders is set to decline; while that from aged
care will likely remain steady.
The stand out groups (those set to be the main drivers

of Australia’s housing demand over the next ten years) are first home buyers, those downsizing and retirees.
It may surprise some, but first home owners are generally aged 35 to 44 years.
This group is projected to take up 20 per cent of our total new housing demand over the next decade.
What first home buyers are looking for in a property is the room to grow and the opportunity for property
improvement. And naturally, affordability is a big consideration.
Preferred housing options for first home buyers vary, depending upon the location.
Some first home buyers opt for inner city apartments; some look to townhouses/duplexes and small houses in
middle suburbs; and some prefer larger detached and dual-income homes in outer suburbs.
The downsizer demographic refers to those aged 60 to 74 years.
Almost all of this group (92 per cent) have no children living at home; while just on three-quarters are couples or
live alone.
Downsizers are projected to take up 32 per cent of total new housing demand over the next decade.
Their preference is to remain in the same neighbourhood, close to friends, family and established ties.
What they are looking for is low maintenance, convenience, like-minded residents and small projects.
Some from this group are looking to experience inner city living — their preference is for spacious, well-priced,
quality apartments.
This group also prefers compact housing like townhouses; villas and dual-income homes in both middle-ring and
outer-ring suburbs.
Understanding Australia’s real underlying housing need is more than just a matter of calculating population
growth and average number of people per household.
Demographics will determine our future
It’s our demographic profile — the change in our household formation — that will best determine future housing
need.
But the right housing will need to be built; and importantly, at the right prices, in order to encourage key buyer
groups to purchase.
At issue is lack of diversity in Australia’s housing stock, and the ability for most to afford their housing preference.
Source: https://nakedrealestate.com.au/blog/the-six-buyer-segments-in-the-property-market, 3 May 2017.

KEY IDEAS
• The main goal of a marketing manager is to develop and maintain a mix of marketing strategies that matches
the needs of customers in the target market.
• Marketing segmentation involves dividing the total market into segments.
• A business selects one of these segments to become the target market.
• The ultimate aim of market segmentation is to increase sales, market share and profits by better
understanding and responding to the desires of the different target customers.
• The consumer market can be segmented according to four main variables:
• demographic — features of a population
• geographic — urban, regional and rural locations
• psychographic — personality characteristics
• behavioural — customers’ relationship to the product.
10.2 Activities
To answer questions online and to receive immediate feedback and sample responses for every question, go to
your learnON title at www.jacplus.com.au. A downloadable solutions file is also available in the Resources tab.
10.2 Quick quiz 10.2 Exercise 10.2 Exam questions
Select your pathway

LEVEL 1 LEVEL 2 LEVEL 3
1, 2, 3, 4, 6, 7, 8 9, 11 5, 10
10.2 Exercise
Revision
1. Identify the seven marketing elements that make up the marketing mix.
2. State the link between market segmentation and target market.
3. Recall the ultimate aim of marketing segmentation.
4. Summarise the four main ways of segmenting consumer markets.
5. Here are five different market segments:
a. young married couple, no children
b. female teenager, part-time worker
c. older single person, female, retired
d. younger single person, male, working
e. male teenager, full-time student.
Listed below are 10 products/services. Copy the list into your notebook and, beside each item, determine
the most appropriate market segment letter (a–e) for that product/service. In some cases, you may want to
write more than one letter. Compare your answers with those of the rest of the class.
i. Financial advice ___________
ii. Ballet tickets ___________
iii. Bus tour ___________
iv. Dolly magazine ___________
v. Health insurance ___________
vi. Apple iPad ___________
vii. Rover lawnmower ___________
viii. School textbook ___________
ix. Smartphone ___________
x. Furniture ___________

Read the ‘The six buyer segments in the property market’ case study and answer questions 6 to 9.
6. Identify the variables the property market uses to segment the market.
7. Identify the six distinct buyer segments in the Australian property market.
8. Outline the characteristics of the first home-buyer and downsizer segments.
9. Explain which segments are predicted to increase and decrease.
Extension
10. Determine why the mass marketing approach has declined in recent years. Discuss whether this means
there is no place for mass marketing. Justify your answer.
11. Once the total market is segmented, a business selects a target market. Demonstrate the different ways in
which a market may be segmented. Why does having a clear understanding of the target market improve the
efficiency of the marketing plan?
10.2 Exam questions

Question 1 (1 mark)
Source: HSC 2012 Business Studies Exam, Section I, Q15
A gym has fitness-conscious office workers as its target market.
What type of market segmentation is this?

A. Geographic and behavioural
B. Geographic and demographic
C. Psychographic and behavioural
D. Psychographic and demographic
Question 2 (1 mark)
A global pizza company changes the pizza sizes and toppings for each country in which it operates.
What is this an example of?

A. Differentiation
B. Standardisation
C. Global branding
D. Global consumers
Question 3 (1 mark)
A manufacturer of dog biscuits would like to segment the market. Which of the following is a segmentation
strategy that the manufacturer could implement?
A. Sourcing cheaper raw materials
B. Promoting to high income consumers
C. Changing the colour of the packaging
D. Rounding prices to the nearest fifty cents
Question 4 (1 mark)
Tyro Total Care has decided to market its health care service to the aged. Which term best describes this
marketing strategy?
A. Research
B. Setting objectives
C. Situation analysis
D. Segmentation
Question 5 (3 marks)
A marketing consultant has advised a business to segment the market. Define the phrase ‘segment the market’
and describe the advantages of this strategy.
More exam questions are available in your learnON title.

10.3 Product and service differentiation and positioning
SYLLABUS LINK In this subtopic you will learn about product/service differentiation and positioning as a
marketing strategy.
Walk into any supermarket to buy a loaf of bread and you are faced with a wide selection from which to choose:
white, wholemeal, sliced, unsliced, gluten-free, vitamin enriched, thick for toasting and so on. Providing
so many different types of breads is a deliberate marketing strategy and is an example of product/service
differentiation. This occurs when products that are the same or similar are made to appear different from and/or
better than those of their competitors. By achieving this, the seller is able to gain a little more control in the
marketplace, especially with price.
10.3.1 Points of differentiation

The difference could be as simple as changes to the packaging or labelling; or more complex, such as offering
top-quality service, greater convenience, more features and better value for money, or products or services that
are environmentally friendly. These factors all play a part in persuading consumers to perceive the product or
service as being superior to all similar products or services and, therefore, influencing them to buy it. Examples
include jeans with designer labels, washing detergent with brightener additives and an exclusive restaurant that
offers full table service.
Four important points of differentiation are customer service, environmental concern, convenience, and social
and ethical issues.
Customer service
Market research shows that consumers:
• desire ‘personalised’ service: products that are tailored to their individual needs and wants. Customers may
require many different services before, during and after the purchase
• require ‘caring’ service: to be treated honestly, courteously and efficiently
• want high quality and value: a business needs to establish favourable conditions for service by offering fair
prices and high-quality products.
Customer service can be a powerful marketing tool and a true point of differentiation in today’s business
environment.
Consumers expect a high level of customer service. Pre-sales and after-sales service are very important to
consumers purchasing expensive items such as cars or electrical appliances.
Failing to provide excellent customer service will result in lost sales and damage
product/service differentiation
the business’s competitive position. Customer service should be the main feature the process of developing
to position a business head and shoulders above its competition. Simply meeting and promoting differences
basic customer needs is not considered enough in today’s marketplace. Businesses between the business’s products
or services and those of its
should always strive to exceed customer expectations. competitors
Customer service may also include the presentation of the premises, the value for money the desire to
obtain the best quality, features
atmosphere, or the range of products that set a business apart and capture the and performance for a given price
consumer’s interest. of a product

Environmental concerns
People are becoming more concerned with ‘quality of life’ issues, especially the physical environment.
Businesses that create pollution may risk losing customers; whereas businesses that adopt a ‘green’ philosophy
and produce environmentally friendly products may see their sales increase.
FIGURE 10.6 ALDI have made a strong commitment towards being environmentally sustainable. Their goals
for 2025 are to ensure that all their packaging is reusable, recyclable or compostable, and to reduce packaging
material on all products by 15 per cent. All of ALDI’s consumable packaging includes a How2Recycle label that
lets people know how to recycle each item and they have made their own private-label product packaging that’s
easier for customers to reuse.
Convenience
Because today’s consumers are busy, they will often select products that are convenient to use. For example,
many consumers do not have a lot of time for meal preparation. In response, food manufacturers have developed
a range of convenience food products. The packaging and cooking requirements are designed to make the
preparation as convenient as possible.
BizFACT
Woolworths has responded to people’s need for businesses to cater to their busy, on-the-go lifestyles with a new
“Pick up Drive thru” service. Their dedicated drive-throughs are one of the newest conveniences the supermarket
has added. Supermarkets nowadays are all about speed, convenience and helping customers shop more easily.
The old strategy of hiding milk at the back of the store has been replaced with strategies to make shopping more
convenient.

Social and ethical issues
A growing number of consumers are becoming more
FIGURE 10.7 The Iconic has developed a
ethically minded and will actively purchase products
Considered Edit, a range of clothing, footwear
or brands that they believe do not exploit workers, and accessories that are made using a material
producers or the environment. These consumers want or process that benefits humans, animals or the
to know more about the way goods are made, environment, or made by a brand that is positively
including the conditions in the factories and where contributing to the community around us. They’ve
they come from. introduced values-based filters consumers can
shop by, e.g. fair production or sustainable
Ethical consumerism provides businesses with materials. Each considered item has to meet at
opportunities to satisfy the demands of this least one of the five sustainability credentials,
growing number of consumers. For example: which is highlighted on the product page.
• In response to the dislike of genetically
modified (GM) foods by some consumers,
various producers are labelling their products
as GM-free.
• The Fair Trade movement is gaining in
influence, with consumers increasingly prepared to
pay more for guarantees of fair labour practices and sustainable, organic products. The FAIRTRADE Mark,
which represents an independent certification system, is one example of assuring fair labour practices.
• Many businesses are producing products using non-animal alternatives or methods associated with good
animal welfare. For example, the cosmetic industry is delivering more natural products, not tested on
animals.
10.3.2 Product/service positioning

Closely tied to product/service differentiation is the practice of product/service positioning. This refers to the
technique in which marketers try to create an image or identity for a product/service compared with the image of
competing products or services.
Product/service positioning is something that is done in the minds of the target market: it is how potential
buyers perceive the product. Some brand names, such as Rolex, Ferrari, Woolworths Essentials and Cotton On,
can immediately evoke an image of the product’s quality. This image gives the product its position within the
market.
In highly competitive markets, sales may be difficult to secure. For this reason, a business will attempt to create
an image that differentiates its product/service from the others. Many businesses invest considerable resources
in the positioning of their product/service. The business will decide on the image it wishes to create for a
product/service and will use other elements of the marketing mix to shape and maintain
this image. ethical consumerism involves
buying products that are not
Whenever a new product is launched, the marketing manager needs to have harmful to the environment,
clearly determined the desired positioning of the product/service. This will be animals and society
achieved through the product/service’s name, price, packaging, styling, promotion Fair Trade movement
and channels of distribution. Combined, these individual characteristics create the an alternative method of
international trade that promotes
image of the product/service. environmentalism, fair wages,
alleviation of global poverty and a
Many companies have made a strategic decision to reposition themselves in their fair price for farmers and workers
market (see figure 10.8 and the following case study). Repositioning focuses on product/service positioning the
changing what customers associate with the brand and sometimes competing technique in which marketers
brands. Some reasons companies reposition themselves include changing market try to create an image or identity
for a product compared with the
conditions, decline in sales, desire to focus on a new target market, new competition image of competing products
and to overcome negative customer perceptions of the brand.

FIGURE 10.8 Given the changing nature of entertainment and their struggles
connecting with customers, Optus realised they would need to reposition themselves
from simply delivering telecommunications to delivering a full experience of digital
engagement. ‘Yes’ was an enduring part of the Optus brand since the 90s, but over
time it lost meaning. In 2015 Optus rebranded and decoupled ‘Yes’ from their logo and
created a standalone mark representing the voice of the customer: it’s the customer
response when Optus makes ‘Yes Moments’ happen.
SNAPSHOT
Case study: Zara — repositioning the brand in a move towards luxury
In order to reposition themselves as a premium brand, Zara hired
an advertising agency to redesign their logo in 2019. This rebrand
needed to align with Zara’s new positioning and strategy of
offering a wide range of products that look like popular higher-end
fashion brands. The company wanted to be perceived as a luxury
brand but also remain accessible to mainstream customers.
Zara’s original 1975 logo was more spaced out and used a bold
minimalist sans serif font to express their previous positioning
of selling semi-premium products at lower prices. While the new
logo still features a serif font and block capital letters, it shares a
similarity to high-end brands such as Gucci, Cartier and Bulgari. The new design features a bolder serif, reduced
spacing, accentuated curves to the ‘Z’ and ‘R’, elongated letters and a more complex overlapping design of
letters to imitate the style of luxury fashion brands.
This new logo design imitates the style of other high-end labels and signals Zara’s ambition to reposition
themselves among these luxury brands. The new design attracted criticism from some designers, particularly
typographers, who described the design and merging letters as ‘claustrophobic’, crowded and difficult to read.
While it’s not clean and simple, it was designed in this way to appeal to people’s subconscious, which naturally
connects complexity to luxury.
Resources
Resourceseses
Weblink Fair Trade

KEY IDEAS
• Product/service differentiation, in its broadest sense, is the process of developing and promoting differences
between the business’s products or services and those of its competitors.
• Four important points of differentiation are customer service, environmental concerns, convenience, and
social and ethical issues.
• Product positioning refers to the technique in which marketers try to create an image or identity for a
product/service compared with the image of competing products/services.
10.3 Activities
Select your pathway

1, 2, 11 3, 4, 5, 6, 7, 8, 9 10
10.3 Exercise
Revision
1. Outline the purpose of product/services differentiation.
2. For two specific products/services with which you are familiar, describe how they are differentiated from their
competitors.
3. How can a business use customer service as a point of differentiation?
4. ‘Environmentally friendly products are just a clever promotional strategy to make purchasers feel good.’
Justify whether you agree or disagree with this statement.
5. Use the Fair Trade weblink to examine the ways the Fair Trade movement is committed to selling and
production practices that are ethically responsible.
6. In small groups, choose a product/service with which you are familiar and demonstrate the types of
positioning strategies used to promote it. Share your answer with the rest of the class. You may wish to
prepare this as a PowerPoint presentation.
Read the ‘Zara— repositioning the brand in a move towards luxury’ case study and answer
questions 7 to 9.
7. Why did Zara design a new logo?
8. Explain how the new logo aligns with their new positioning.
9. Compare Zara’s previous positioning with their current one.
Extension
10. Create an A4 print advertisement for a new model mobile phone that highlights its ‘exclusive’ features. You
may wish to use desktop publishing software to present the advertisement with text and graphics.
11. Research and identify four different businesses that have differentiated themselves in relation to either
customer service, environmental concerns, convenience or social and ethical issues. For each business,
explain how this differentiation has led to a competitive advantage.

10.3 Exam questions
Question 1 (1 mark)
A car company advertises its new luxury car as more exciting and fun to drive than its competitors’ cars.
What strategy is the car company using?

A. Opinion leader
B. Personal selling
C. Positioning
D. Public relations
Question 2 (1 mark)
The diagram shows the market position of Product A and of its competitor Product Y.
The marketing manager for Product A wishes to move the product from its current position at A to A1.
The marketing manager for Product Y would like to maintain Product Y’s current market positioning and
customers.
Which strategy would best achieve this?

A. Reducing the price
B. Using intensive distribution
C. Developing a loyalty scheme
D. Advertising weekly in free local newspapers
Question 3 (1 mark)
Positioning is a part of which business function?

A. Accounting
B. Finance
C. Marketing
D. Operations
Assess the role of positioning in the development of marketing strategies.

10.4 Products — goods and services
SYLLABUS LINK In this subtopic you will learn about the branding and packaging of products — goods
and/or services — as a marketing strategy.
You will also learn to explain why goods and/or services are central to both marketing and operations.
When you buy a book or new phone you are purchasing a good. They are real, physical objects that can be
touched and owned; they are tangible. Financial advice, television programs and sporting events provide an
intangible service for our use or enjoyment, not for our ownership. However, services are products just the same.
Products are goods or services that can be offered in an exchange for the purpose of satisfying a need or want.
It is convenient to group products as tangible goods or intangible services. In reality, it is not quite so simple.
Most products are combinations of tangible and intangible components. Dinner at an expensive restaurant, for
example, provides tangible elements (food and drinks) and intangible elements (efficient service, live music
and a pleasant atmosphere). Consequently, when customers purchase products, they buy both the tangible
and intangible benefits (attributes) — a total product concept. In other words, a product is a ‘collection of
satisfactions’, which might include a variety of things such as the package, the brand name, the warranty and
the after-sales service.
The term ‘product’, therefore, is a much broader concept than most people understand. Usually when people talk
about products, they refer to what a company produces, such as motor vehicles or entertainment. And yet the
intangibles that come with these products are also important. They can be used to differentiate one business’s
product from that of its competitor.
Often, with mass-produced products, it is on the differences in the intangible
products goods or services that
benefits that product competition is based. For example, cars are basically a can be offered in an exchange for
means of transportation used to get from one place to another. If this was all the purpose of satisfying a need
they were, then there would be only one model. But a car contains a vast array or want
of intangibles that are used to differentiate each model, such as image, reputation, total product concept the
tangible and intangible benefits
style and safety record. Viewing the car in terms of a total product concept clearly (attributes) a product possesses
shows that no two cars are exactly the same (see figure 10.9). All products, then,
are a combination of tangible and intangible attributes.
FIGURE 10.9 Many Australians buy luxury cars because it not only satisfies their needs and
wants, but also provides intangible benefits such as a feeling of prestige, importance or
influence. Mercedes-Benz is currently the leading luxury vehicle brand in Australia.

10.4.1 Branding
Read the list of brand names in figure 10.10 and test yourself: what products do you associate with each brand
name? Your score was probably 20 out of 20. You have just experienced the power of brand name recognition.
The 20 businesses that market these brands have spent a lot of money making sure customers instantly recognise
their brand name and the products associated with them. A brand is a name, term,
brand a name, term, symbol, design
symbol, design or any combination of these that identifies a specific product and or any combination of these that
distinguishes it from its competition. A brand name is that part of the brand that identifies a specific product and
can be spoken. It may include letters (BMW motor vehicles); numbers (4711 distinguishes it from its competition
perfume); numbers and letters (3M tapes); or pronounceable symbols, such brand name that part of the brand
that can be spoken
as the ampersand (&) in Johnson & Johnson.
FIGURE 10.10 Examples of brand names
Apple Kellogg’s McDonald’s Coca-Cola Instagram
Uncle Tobys Arnott’s Samsung Google Netﬂix
Toyota Sorbent Telstra KFC Speedo
Colgate Cadbury Qantas Nike Sony
BizFACT
According to Forbes’ annual list of the World’s Most Valuable Brands, the top five most valuable brands in the
world in 2019 (in order) were Apple, Google, Microsoft, Amazon and Facebook. The top five companies that
showed the biggest gains since last year’s list were Netflix, Chanel, Amazon, Microsoft and PayPal.
Benefits of branding
Branding provides benefits for both buyers and
FIGURE 10.11 McDonald’s proves their brand strength
sellers. Branding helps consumers:
with their blurry ad campaign. These ads currently on
• identify the specific products that they like.
display in some nations on billboards and social media
Without branding, a consumer selection are deliberately blurry and illustrate the strength of the
would be quite random because buyers could McDonald’s brand. Titled ‘Say No More’, this campaign
have no guarantee that they were purchasing celebrates how their red and yellow colour scheme and
what they preferred products are so iconic that people can still recognise
• evaluate the quality of products, especially blurred images of key menu items.
when a consumer lacks the expertise to judge
a product’s features
• reduce their level of perceived risk of
purchase. A respected and trusted brand
will provide reassurance that the consumer
is making the right choice
• gain a psychological reward that comes from
purchasing a brand that symbolises status and
prestige.

Branding helps businesses:
• gain repeat sales because consumers recognise the business’s products
• introduce new products onto the market because consumers are already familiar with the business’s existing
brands
• with their promotional activities because the promotion of one product indirectly promotes all other
similarly branded products
• encourage customer loyalty. This has the added benefit to the business of being able to charge a higher
price for the product.
For these reasons, a brand name can be a powerful marketing tool. It is also
why businesses spend a great deal of time, money and effort creating and
protecting their brand name. McDonald’s, for example, is one business that trademark signifies that the
aggressively protects its brand name — which is a registered trademark — brand name or symbol is
registered and the business has
against infringement. It has brought legal proceedings against a number of exclusive right of use
businesses with ‘Mc’ names because it fears that the use of the ‘Mc’ will give brand symbol or logo a graphic
consumers the impression that these businesses are owned or endorsed by representation that identifies a
McDonald’s. The symbols ©, TM or R at the end of a brand name signify business or product
that the name or symbol is copyright protected or a registered trademark.
BizFACT
In 2018 Dunkin’ decided to drop the word ‘Donuts’ from the Dunkin’ Donuts’ brand name. ‘Donuts’ was dropped
to reflect the fact that the chain is first and foremost a coffee chain, as opposed to a bakery. It also highlights the
company’s future, which is in coffee and beverages.
Branding — symbols and logos

A brand symbol or logo is a graphic representation that identifies a business or product.
Logos can be categorised into five basic types.
Figure 10.12 demonstrates an example of each FIGURE 10.12 Brand symbols or logos assist in the easy
type in order: recognition of a product. Each of these logos represents
• Brandmark logo: a solitary graphic that is one of the five basic types of logo.
not expressed in words. It is a pictorial mark
with no text. Some businesses encourage the
instant recognition of their brand symbol
rather than their brand name, e.g. Apple.
• Wordmark logo: where the logo is literally
the name of the business. Since there’s
no imagery, these logos rely heavily on
typography to stand out, e.g. Coca Cola.
• Lettermark logo: a typography-based logo
that’s comprised of a few letters, usually a
company’s initials, to represent the brand,
e.g. Hewlett Packard.
• Combination mark logos: contain a combination of a brandmark and a wordmark, e.g. Pepsi.
• Emblem: similar to combination mark logos, these logos combine images with text. The difference is that
emblem logos encapsulate these design features within a frame or border, e.g. Starbucks.

BizFACT
Brand counterfeiting is especially detrimental because the usually inferior counterfeit product weakens
consumers’ trust in the brand and their loyalty to it.
Branding strategies
Brands are usually classified according to who owns them. When a manufacturer owns a brand name it is
referred to as a manufacturer’s brand or national brand. Common examples of manufacturer’s brands
include Sunbeam appliances, Kraft foods and Billabong clothing. These brands have high appeal with customers
because they are recognised across the country, are widely available and offer reliability with constant quality.
A private or house brand is one that is owned by a retailer or wholesaler. These
manufacturer’s brand or national
products are often cheaper because the retailer or wholesaler can buy at lower brand a brand owned by a
costs. For example, Myer sells products from its own label, including Reserve, manufacturer
Basque, Urbane, Blaq, Soho, Vue and Miss Shop. private or house brand a brand
that is owned by a retailer or
Generic brands are products with no brand name at all. Carrying only the name of wholesaler
the product and in plain packaging; these generic brands have been available in generic brands products with no
brand name at all
supermarkets since the mid 1970s. Examples include Black and Gold (IGA),
packaging the development of a
Essentials and Macro (Woolworths), Coles Finest (Coles) and SimplyNature (Aldi). container and the graphic design for
a product
10.4.2 Packaging
Packaging involves more than simply putting the product in a container or placing a wrapper around it.
Packaging involves the development of a container and the graphic design for a product.
To assist sales, the packaging of a product is FIGURE 10.13 In 2014 Aldi expanded its private brand
sometimes as important as the product itself. offering and joined Coles and Woolworths by developing an
Well-designed packaging will give a positive organic product range to sell under a new generic brand.
impression of the product and encourage ALDI debuted its ‘SimplyNature’ store brand, which features
first-time customers. For example, tasteful organic and natural products made with only all-natural or
packaging can create an image of luxury, organic ingredients.
sensuality and exclusiveness, helping to
promote
the product. In addition, packaging:
• preserves the product
• protects the product from damage or
tampering
• attracts consumers’ attention
• divides the product into convenient
units
• assists with the display of the product
• makes transportation and storage easier.

Apart from performing these practical functions, packaging also
FIGURE 10.14 Cadbury has recently
acts as a form of communication. Consumers see certain colours
trialled new 100 per cent sustainably
and draw conclusions about the product even before they read sourced recyclable paper wrapping on
the label. For example, a red soft-drink can means cola; green a small selection of chocolates in New
means lemon-lime. Dishwashing liquid in a yellow container is Zealand. The company is committed
considered ‘lemony’ and a household cleaner in a green package to phasing out plastic packaging within
is associated with an environmentally-friendly product. Many five years if this trial is successful.
products packaged in black or gold portray an image of luxury Many paper-based food wraps have a
thin plastic film to protect the product;
and sophistication.
however, the Cadbury packaging paper
Sometimes, the shape of the packaging can become part of the acts as the barrier to protect food and
product itself. That is, consumers readily associate a unique ensure freshness.
shape with a specific product. For example, one of the most
easily recognised shapes in the soft-drink market is the distinctive
‘pinched in at the waist’ Coke bottle. In 1977, Coca-Cola gained
trademark protection by the United States Patent Office. Coca-
Cola argued that the ‘distinctively shaped contour’ had become
so well known it had taken on trademark status. Coca-Cola is also
the registered owner of a number of Australian trademarks for its
famous Contour Bottle. Due to the strong consumer association
with the unique bottle design, Coca-Cola has aggressively protected
its trademark shape.
BizFACT
The Root Glass Company of Indiana created the famous
Coca-Cola contoured bottle in 1915. It was designed to
help Coca-Cola stand out from other drinks at the time,
and the design brief was to ensure that the bottle was
recognisable even in the dark.
SNAPSHOT
Case study: The impact of packaging
We may think our eating decisions are mainly driven
by rational factors such as weighing up the different
attributes of products — for example, prices and content.
But research shows we are strongly influenced by
environmental factors that nudge us into making different
decisions.
Designs of packages, brands or claims on food products

also influence how we value and consume them. These
influences are of course extensively used by companies to
affect consumers’ choices.
Companies make use of bright colours, and well-known characters from movies or other celebrities to distinguish
their products from others. These visual properties act as signals that influence the way we value products and
make people more likely to be attracted to certain items over others.
Some studies in children show food-directed commercials influence the amount of calories they consume, with
this effect especially pronounced in overweight children.

But the fact contextual factors play a strong role in the perception of foods can also be used to help consumers
in their choices.
We conducted a study in school children where we presented the same cereals in different packages. One of
these was especially designed to be more appealing to children — we created cartoon characters and placed
them on the package.
The same cereal not only tasted better when it was in the more appealing package, but children were also willing
to make more effort to receive it (by more strongly pressing on a specially designed hand lever).
This influence of marketing on the actual taste experience has also been referred to as the marketing placebo
effect. Expectations consumers may have about a known brand or a nice design can lead to actual differences
in taste and consumption patterns, probably by acting on the human reward circuitry and raising the subjective
pleasure of the taste experience.
Source: Bernd Weber, ‘Junk food packaging hijacks the same brain processes as drug and alcohol addiction’, The
Conversation, 8 May 2017.
Labelling
Another important part of a product’s package is labelling. Labelling is the
labelling the presentation of
presentation of information on a product or its package. A label is that part of the information on a product or its
package that contains this information. Marketers can use labels to promote other package
products or to encourage proper use of products and therefore greater consumer label that part of the package that
satisfaction with products. Usually the label will provide information about contains information
ingredients, operating procedures, shelf life, package size or country of origin

(see figure 10.15).
FIGURE 10.15 All packaged food must have details of ingredients on the packaging. Food labels must
identify the:
• name or description of the food • date mark
• batch number • nutrition information panel
• name and Australian address of the supplier • country of origin
• list of ingredients • warning and advisory statements.

BizFACT
To help reduce confusion among consumers regarding country of origin labelling, the Australian Government
introduced new food labelling requirements in 2016 to make it clearer where products are produced, grown,
made or packed. The labels also tell consumers what percentage of the ingredients come from Australia.
All labels must be truthful. In Australia, there are number of statutes (laws) and government regulations
specifying information that must be included in the labelling for certain products (see the BizFact above).
These regulations are aimed at protecting the consumer from misleading or deceptive claims and the unsafe use
of products. They also make it easier for consumers to compare products.
10.4.3 Explain why goods and/or services are central to both

marketing and operations
The good or service is the central point on which both marketing and operations must focus. Operations
managers need to determine how to make the product or provide the service and then marketing plays a key role
in determining the appearance of the product and its functions, as well as communicating with the market.
The operations function is central to any business because it produces the goods and/or services; without a good
or service, the business would not exist. Simply producing a product, however, doesn’t necessarily result in
sales. The operations department therefore relies on the marketing department to carry out market research so
they can produce a product that will satisfy customers’ needs. Operations also rely on marketing to inform the
market, distribute products, determine a price and persuade people to purchase the products.
Resources
Resourceseses
Weblinks Australian Institute of Packaging
Australian Made
KEY IDEAS
• A product is a good or service that can be offered in an exchange for the purpose of satisfying a need
or want.
• Most products are combinations of tangible and intangible benefits — the total product concept.
• With mass-produced products, competition is often based on the differences in the intangible benefits.
• A brand is a name, term, symbol, design or any combination of these things that identifies a specific product
and distinguishes it from its competition.
• A brand name is that part of the brand that can be spoken.
• Logos can be categorised into five basic types: brandmark logos, wordmark logos, lettermark logos,
combination mark logos and emblems.
• To guard against other businesses using its brand name or symbol, a business can apply to have the name
registered.
• Manufacturer’s or national brands are those owned by a manufacturer.
• A private or house brand is one that is owned by a retailer or wholesaler.
• Generic brands are products with no brand name at all.
• To assist sales, the packaging of a product is sometimes as important as the product itself.
• Marketers can use labels to promote other products or to encourage proper use of products and therefore
greater consumer satisfaction with products.

10.4 Activities
Select your pathway

1, 5, 7, 9, 15 2, 3, 4, 6, 10, 11, 12, 14, 16, 8, 13, 18, 20
17, 19
10.4 Exercise
Revision
1. Think of a product you have recently purchased. Identify the tangible and intangible benefits you gained from
the product.
2. Why do marketing managers prefer to use the term ‘total product concept’ rather than simply ‘product’?
3. Explain what is meant by imagining a product as a ‘collection of satisfactions’.
4. Why do businesses spend so much money attempting to establish a brand name and brand symbol?
5. Create a ‘T’ table to summarise the benefits of branding for (a) consumers and (b) businesses. The ‘T’ table
has been started for you.
Benefits of branding
Consumers Businesses
• Identify favourite products
6. Identify which benefit of branding you consider to be the most important for the (a) consumer and (b)
business. Justify your selection.
7. When deciding on a brand name and brand symbol, outline some of the considerations that a marketer must
take into account.
8. Evaluate each of the following brand names. Indicate the strong points of each name.
a. Uber
b. KFC
c. Facebook
9. Summarise the different types of branding strategies a business can use. Provide an example of each.
10. Explain why packaging is critical to the success of a product.
11. Select three differently packaged goods and explain why you think the manufacturers chose to package the
goods in such a way.
12. How can packaging and labelling be used as marketing strategies?
13. Find examples of packaging awards winners. The Australian Institute of Packaging website is a useful
starting point. Analyse two of the designs and, for each one, write a 150-word paragraph on how these
address a marketing plan.
14. Using an example, explain why goods and/or services are central to both marketing and operations.
Read the case study ‘The impact of packaging’ and answer questions 15 to 17.
15. Identify a range of factors that influence our eating decisions.
16. Explain how companies affect consumer choices.
17. How does packaging influence consumer expectations about products?
Extension
18. ‘With mass-produced products, it is often on the differences in the intangible benefits that product
competition is based.’ Evaluate the accuracy of this statement. Provide examples to support your answer.
19. Distinguish between Product of Australia, Australian Made and Grown in Australia.
20. ‘Branding, packaging and labelling combine to create a powerful set of marketing strategies.’ Use examples
to evaluate the accuracy of this statement.

10.4 Exam questions
Question 1 (1 mark)
Two boxes of oats are shown.
Miller’s Farm
Fruit Oats
Fruit Oats
300 g 300 g
Product A Product B
Which strategy is being used by Product B that is not being used by Product A?
A. Branding
B. Labelling
C. Packaging
D. Trademarking
Question 2 (1 mark)
A landscaping business includes an image of a large purple coloured tree on its website and its vehicles.
Which of the following is the most likely reason for this?
A. Sales promotion
B. Niche marketing
C. Product branding
D. Competitive positioning
Source: HSC 2015 Business Studies Exam, Section II, Q21c
A producer of gourmet ice-creams chooses selective distribution for her products.
Recommend ways that packaging could be used to maximise sales of the products.
Source: HSC 2008 Business Studies Exam, Section II, Q21a
A business sells a perfumed hair gel under the KoolTop brand. It now wants to market a cheaper non-perfumed
hair gel.
Define branding.
Question 5 (1 mark)
A soft drink company has designed a multicoloured bottle to market its new drink.
Which marketing strategy is being used by the company?
A. Place
B. Price
C. Product
D. Promotion

10.5 Price
SYLLABUS LINK In this subtopic you will learn about price including pricing methods — cost, market,
competition-based.
You will also learn about price and quality interaction and different pricing strategies — skimming, penetration,
loss leaders, price points.
Price refers to the amount of-money a customer is prepared to offer in exchange for a product. Many businesses
have difficulty selecting the ‘correct’ price for their products. A price set too high could mean lost sales unless
superior benefits are offered. A price set too low may give customers the impression that the product is ‘cheap
and nasty’. Somewhere between these extremes is a correct price for a product.
In any market, businesses will attempt to gain some control over the price by differentiating their products. Once
this happens, the business has more leverage over the price. For example, clothes with
designer labels, such as Nike, Tommy Hilfiger, Polo Ralph Lauren and Witchery, are the
price the amount of money a
result of product differentiation strategies. These labels can set higher prices for their customer is prepared to offer in
garments than clothing sold under the Target or Kmart brand labels. exchange for a product
FIGURE 10.16 Woolworths has moved most of its prices to round numbers, turning their back on the age-old
practice of adding .99 to a price in the belief consumers put more weight on dollar figures. Round prices will make
it easier for customers to add up and compare prices. Since stores such as Kmart have conditioned customers to
think that neat, whole numbers must have been marked down at some point, this everyday low-price philosophy
is a psychological pricing strategy to convince shoppers they are actually paying less.

10.5.1 Pricing methods
Overall, a business’s pricing decisions are influenced by a variety of internal and external factors. As a starting
point, the business’s marketing objectives and costs of production provide an indication of what it should charge
for its products. Then, the business must consider such factors as the amount of competition in the marketplace,
government regulations, the location of the product on its life cycle
and the level of economic activity.
There are three main pricing methods: cost-based, market-based and competition-based. These pricing methods
provide a ‘basic’ price for each product. Pricing strategies are then used to adjust the basic price, depending on
the marketing objectives and conditions within the marketplace.
Cost-based pricing
Cost-based pricing is the simplest of the three methods. As a starting point, the business determines the total
cost of producing (or purchasing) one unit of the product. The business then adds an amount to cover additional
costs (overheads such as interest payments, insurance, transport) and to also provide an adequate profit margin.
That amount is referred to as the mark-up and is usually expressed as a percentage. The total of the cost plus the
mark-up is the selling price of the product. The formula is as follows:
Cost + Cost × Mark-up percentage = Price
For example, if a manager of a clothing store buys 100 blouses at $50 each and applies an 80 per cent mark-up
on cost, the price to the consumer will be $90 per item. This same percentage mark-up might be applied to all
products in the store.
BizFACT
A breakeven analysis can assist a marketing manager to determine the appropriate mark-up percentage.
Cost-based pricing is a very simple and straightforward pricing policy and is used mainly by wholesalers and
retailers. However, it has two major drawbacks.
1. Difficulty in accurately determining an appropriate mark-up percentage. If the percentage is too high,
the product will be overpriced and possibly not sell. If the mark-up is too low, the business is losing
profit they could have easily obtained.
2. The product is priced after production and associated costs are incurred without cost-based pricing a pricing
taking into account the other elements of the marketing mix or the state of method derived from the cost
of producing or purchasing a
the market. product and then adding a mark-
up
Market-based pricing mark-up a predetermined
amount (usually expressed as
Instead of using costs to determine price, businesses sometimes set prices a percentage) that a business
according to the level of supply and demand — whatever the market is prepared adds to the cost of a product to
to pay. Market-based pricing is a method of setting prices according to the determine its basic price
interaction between the levels of supply and demand. When demand for a product supply the quantity of a product
businesses are willing to offer for
is greater than its supply, there will be a shortage in the market. This will force sale at a particular price
up the price of the good. For example, if 100 prospective buyers attend an art demand the quantity of a product
auction but there is only one particular type of painting (product) offered for consumers are willing to purchase
sale, the price will rise. As the price rises, buyers will progressively drop out at a particular price
market-based pricing a method
of bidding until the final buyer is successful. Conversely, when the supply of a
of setting prices according to the
product is greater than its demand, a surplus will exist in the market. The price of interaction between the levels of
the product will consequently fall. This is why bananas are cheaper, for example, supply and demand — whatever
during the summer months. the market is prepared to pay

The prices of products, therefore, are constantly changing in relation to fluctuations in the levels of supply and
demand. Market-based pricing is critically important not only as a pricing method in itself, but also as a basis
for the other pricing methods. However, this method can be difficult to apply because the levels of supply and
demand will constantly change. (Refer to figure 10.17.)
Competition-based pricing FIGURE 10.17 Have you ever tried to buy tickets for an
Most products are available from more event and the price changes each time you check? Many
than one business. When making a major event ticketing companies such as Ticketmaster use
purchase, many consumers compare prices. market-based pricing. This means that ticket prices and
Businesses, therefore, need to consider the fees change based on demand. You may notice that ticket
prices go down closer to the event date because fewer
competition when making their pricing
people are buying tickets. On the other hand, popular
decisions. Competition-based pricing is where events will be priced very high. Companies use this strategy
the price covers costs (cost of raw materials to boost revenue, especially when they know that demand
and the cost of operating the business) and is for tickets will fluctuate.
comparable to the competitor’s price.
Competition-based pricing is often used when
there is a high degree of competition from
businesses producing similar products. Once
a business has established a base price, it can
then decide to choose a price either:
• below that of competitors. This policy of
undercutting the competition is often used
as a way of breaking into an established
market.
• equal to that of competitors. Following
the price established by a price leader
is an easy option for a business because
it avoids having to undertake market
research to find out what the consumer
would actually pay. As well, it also avoids
the risks of price competition/war.
• above that of competitors. This is a
favoured practice by businesses who wish consumers to perceive the product as superior, which appeals to
the status-conscious buyer.
10.5.2 Pricing strategies

Once the basic price has been set using the preferred pricing method(s), the business
competition-based pricing where
then fine-tunes this price in line with its pricing strategy. Various pricing strategies the price covers costs (cost of raw
can be used, and it is common for a business to use several at once, even for the same materials and the cost of operating
product. The extent to which a business uses any of the following strategies depends the business) and is comparable to
the competitor’s price
primarily on:
price leader a major business in an
• its marketing objectives
industry whose pricing decisions
• the life cycle of the product heavily influence the pricing
• the market for the product decisions of its competitors
• the degree of product differentiation
• the level of economic activity.

Of course, as with all areas of business, the pricing strategies used by marketers will have to be modified
depending upon changes within the external business environment, especially the influence of technology. For
example, the growing influence of the internet and the expansion of e-commerce have weakened some business’s
control over prices. Consequently, marketers have been forced to modify their traditional pricing strategies.
One example is the widespread use of bundle pricing common with the telecommunications businesses, as
evidenced by the advertisements from mobile phone companies, internet providers and cable television operators
offering all kinds of packages.
Price skimming
Price skimming occurs when a business charges the highest possible price for the
bundle pricing where customers
product during the introduction stage of its life cycle. Some consumers are willing gain a ‘package’ of goods and
to pay a high price for a product’s novelty features because of the prestige or services in addition to the tangible
status that ownership gives. Early purchasers (adopters) of innovative electronic good they purchased
equipment fall into this category. The business essentially ‘skims the cream’ off price skimming when a business
charges the highest possible
the market. The objective is to recover the costs of research and development as price for the product during the
quickly as possible, before competition enters the market. introduction stage of its life cycle
BizFACT
Whenever Sony launches a new and innovative product, they use the price skimming strategy. They set the price
high when a product is first launched to make as much money as they can from those customers who will pay
almost any price to get the latest gadget and then they decrease the price gradually over time.
Apple is a very good example of a price-skimming brand. Historically, new Apple products launch with a
premium price attached. Read the following case study which illustrates why Apple has been so successful with
this strategy.
SNAPSHOT
Case study: Apple — skimming their way to the top
Marketing isn’t just about promotion. A business’s
pricing strategy is also hugely important. This
is especially true when a business is selling a
‘prestige’ product. Take for instance Apple, whose
business model has attracted a lot of attention.
While their promotional strategies and innovative
products have had a significant impact on their
success, their pricing strategy is also an important
factor.
Apple has always focused on the high-end

smartphone market, which put them in an ideal
position to pursue the skimming pricing strategy.
Let’s focus on the iPhone. Before each new iPhone
comes out, Apple has already stirred up consumers’
curiosity and expectations with their marketing
strategies. In most cases, when a new product is
first launched, a high price would deter many consumers from purchasing the product. So why are there always
queues outside Apple stores when new phones are released?
With iPhone sales gradually slowing down, Apple needed to look for other ways to increase revenue and the
most obvious way to do that was to raise the price of their phones. Therefore, over the past few years, Apple has
successfully made buying their latest and greatest phones more expensive.

There are a few reasons why Apple has chosen to adopt price skimming:
1. High price = higher revenue
Development of new products at higher prices means the company is able to obtain a larger profit and get a
faster return on their initial investment of new products. This extra profit enables the business to further invest
in expanding and creating more innovative products.
2. Positioning
Since Apple’s target market is the high-end consumer, this market position will be supported by the higher
prices. Their primary target market is not price sensitive and these higher prices signal the higher quality of
their new product.
3. Suppress competition
The new highly priced phones could prevent new competitors from entering the market.
4. Branding
Apple has developed a very strong brand reputation and has a huge number of customers who perceive the
brand as attractive, which enables them to support these higher prices.
This price skimming strategy has been so successful that, despite a zero per cent change in iPhone sales over
the past few years, Apple has ended up with a significant increase in revenue in its smartphone division.
In fact, despite global smartphone sales dropping 20.4 per cent in the second quarter of 2020, Apple was the
only company that remained relatively stable this quarter, while other manufacturers saw double digit declines
year after year. The higher price tag has been successful enough to significantly increase the iPhone’s average
selling price and therefore generate the majority of Apple’s recent revenue growth. This price skimming strategy is
pretty remarkable considering that it will help keep Apple’s revenue growing, even if iPhone sales don’t increase
in terms of numbers.
Price penetration
At the opposite extreme to price skimming is price penetration. Price penetration
price penetration when a business
occurs when a business charges the lowest price possible for a product. The strategy charges the lowest price possible
aims to quickly achieve a large market share for a product — sometimes called ‘mass- for a product or service so as to
market pricing’. The objective is to sell a large number of products during the early achieve a large market share
stages of the life cycle and thus discourage competitors from entering the market or loss leader a product sold at or
below cost price
from taking market share from existing businesses. The main disadvantage of this
strategy is that it is more difficult to raise prices significantly than it is to lower them.
Consequently,
a business may be locked into a low sales revenue FIGURE 10.18 Supermarkets frequently use the loss
until it substantially modifies the product at leader pricing strategy as evidenced by the promotion
a later stage. of weekly specials. Often these heavily discounted
items are located next to higher priced, more appealing
Loss leader products or at the end of the aisles with the lower
prices clearly displayed.
A loss leader is a product sold at or below cost
price. For a special promotion, many businesses,
especially retail stores, deliberately sell a product
at a loss to attract customers to the shop. Although
the business makes a loss on this product, it hopes
that the extra customers will buy other products
as well. The psychology behind this strategy is
that once the consumers are in the store, they will
usually buy other products and spend on more than
what attracted them into the store to begin with. The
business can recover the loss on the low-price item
from the sale of the other items or services that the
consumer buys.

This successful pricing strategy is often used when the business:
• is overstocked or a product is slow to sell
• wants to increase the traffic flow in the
expectation of gaining new customers
• wants to build a reputation of having low prices.
However, the main danger of this practice is that if it is done incorrectly the business can actually lose money.
Price points
Price points (or price lining) is selling products only at certain predetermined prices. This pricing strategy is
used mainly by retailers, especially clothing stores and boutiques. The business chooses a limited number of
key prices or price points for selected product lines. For example, a jeweller may offer a line of watches priced
at $55, $75 and $95 regardless of how much they cost at wholesale. In practice, this means the store would not
apply a fixed mark-up to the products.
Using this pricing strategy makes it easier for the customer to find the type of product they need. It also makes it
easier for the business to encourage the customer to ‘trade up’ to a more expensive model.
10.5.3 Price and quality interaction

You have probably heard the expression ‘You get what you pay for’. To marketing managers, this saying
describes the price–quality relationship. Normally, products of superior quality are sold at higher prices. This
is usually due to the higher manufacturing cost involved in producing them.
This perceived price–quality relationship helps determine the image customers have of products or brands.
Therefore, if a business charges a low price for a product, customers may perceive the product as ‘cheap’.
Charge a high price and the product develops an aura of quality and status (see figure 10.19). This pricing
strategy is referred to as prestige or premium pricing and is designed to encourage status-conscious consumers
to buy the product. Premium or prestige pricing is based on the tendency for consumers to assume that expensive
products are of superior quality and distinction. If a business that uses premium pricing lowered their prices
dramatically, it would damage their reputation because it is inconsistent with the perceived images of
such products.
BizFACT
Premium pricing is common for service industries, where the consumer cannot see the product in advance and
relies on price to indicate its quality.
This price–quality relationship does not apply to all products. Usually, high-
priced and infrequently purchased items such as cars, homes and furniture display
a stronger price–quality relationship than frequently purchased products such
price points (or price lining)
as grocery items. As well, consumers may believe that high prices reflect either selling products only at certain
expensive packaging or market exploitation. This may lead to a reduction in predetermined prices
sales because the consumer perceives there to be little actual difference between prestige or premium pricing
a pricing strategy where a high
the quality of a low- and high-priced item. Sometimes, a premium price is set
price is charged to give the
artificially high to imply a prestigious or quality image when, in reality, the quality product an aura of quality and
may not be much superior to cheaper alternatives. status

FIGURE 10.19 Louis Vuitton is an example of a retailer with a prestige pricing strategy. Products are priced
at a high level in order to denote exclusivity, high quality and luxury. The French fashion house implements
premium pricing on all its products; it doesn’t conduct sales, nor does it have any outlet stores.
KEY IDEAS
• Price refers to the amount of money a customer is prepared to offer in exchange for a product.
• There are three main pricing methods:
• Cost-based (mark-up) pricing is a pricing method derived from the cost of producing or purchasing
a product and then adding a mark-up.
• Market-based pricing is a method of setting prices according to the interaction between the levels of
supply and demand.
• Competition-based pricing is where the price covers costs (cost of raw materials and the cost of
operating the business) and is comparable to competitors’ prices. A business can select a price that
is below, equal to or above those of competitors.
• Once the basic price has been set using the preferred pricing method, the business then fine-tunes this price
in line with its pricing strategy.
• The four main pricing strategies include:
• price skimming, which occurs when a business charges the highest possible price for the product
during the introduction stage of its life cycle
• price penetration, which occurs when a business charges the lowest price possible for a product or
service to achieve a large market share
• loss leader, which is a product sold at or below cost price. Although the business makes a loss on
this product, it hopes that the extra customers will buy other products as well.
• price points (or price lining), which is selling products only at certain predetermined prices.
• Normally, products of superior quality are sold at higher prices.
• Prestige or premium pricing is a pricing strategy where a high price is charged to give the product an aura of
quality and status.

10.5 Activities
Select your pathway

1, 2, 4, 6, 8, 11, 12, 14, 19, 25 3, 5, 7, 9, 10, 13, 15, 16, 17, 21, 22, 23
18, 20, 24
10.5 Exercise
Revision
1. Complete the following sentences by recalling the correct term from the list below.
exchange correct high low

money customers selecting sales
Price refers to the amount of ––––––––– a customer is prepared to offer in ––––––––– for a product. Many
businesses have difficulty ––––––––– the ‘correct’ price for their products. A price set too ––––––––– could
mean low ––––––––– unless superior benefits are offered. A price set too ––––––––– may give ––––––––– the
impression that the product is ‘cheap and nasty’. Somewhere between these extremes is a ––––––––– price
for a product.
2. Identify the three main pricing methods.
3. Why are retailers likely to adopt the cost-based method to pricing?
4. State the formula used to calculate the price using the cost-based method.
5. As the manager of a furniture store, you have just received a shipment of new media units. The units cost you
$385 each and your usual mark-up is 75 per cent.
a. Calculate the final selling price.
b. Explain what you would do to the price if your business has exclusive distribution of this highly
fashionable product.
6. Outline the two major drawbacks of cost-based pricing.
7. How is market-based pricing determined?
8. Recall the three alternatives that are available to businesses that adopt the competition-based method of
pricing.
9. Explain why a business would use competition-based pricing.
10. Why do some businesses use bundle pricing?
11. State what motives might lead a business to adopt a price skimming strategy.
12. Identify a possible problem with using price skimming.
13. Deduce under what conditions a phone manufacturer would adopt (a) a price skimming approach and (b) a
price penetration approach for a new product.
14. Recall the main disadvantage of price penetration.
15. Account for why a business would use the loss leader pricing strategy.
16. How might buyers’ perceptions of price influence pricing decisions?
17. Discuss whether you agree with the statement ‘You get what you pay for’. Provide examples to justify your
answer.

18. Imagine you are a marketing consultant. A client has asked you to make recommendations regarding the
price of five, as yet, unbranded new products. You are trying to decide whether to recommend price
skimming, price penetration, loss leader or price points pricing strategies. Complete the following table and
justify your recommendation.
Unbranded new product Recommended pricing strategy Justification for this strategy
1. Imported leather lounges
2. A range of costume jewellery
3. Bottled water
4. Mobile phone
5. T-shirts
Read the ‘Apple—skimming their way to the top’ case study and answer questions 19 to 21.
19. Outline Apple’s positioning in the market.
20. Why are Apple able to charge higher prices?
21. Assess the effectiveness of this price skimming strategy for Apple.
Extension
22. Define the term ‘non-price competition’. Compare the characteristics of price and non-price competition.
Predict under what conditions a business would be most likely to use non-price competition.
23. Explain why some customers are prepared to pay a high price for a product, although other customers would
not buy the product even if the price was low. Extrapolate what this tells you about the relationship between
price and customer tastes and preferences.
24. Why do many department stores use a mark-up of about 50 per cent, when some discount variety stores
operate on a mark-up of 20 per cent?
25. Compare the prices of five identically branded electronic products in three competing stores.
a. State whether the prices are the same or different.
b. Account for the similarities and/or difference.
10.5 Exam questions
Question 1 (1 mark)
A biscuit manufacturer reduces the price of its biscuits to below cost in order to attract more customers.
Which of the following identifies this approach?

A. Skimming
B. Loss leader
C. Price points
D. Production leader
Question 2 (1 mark)
When pricing a potential job, a plumber considers how long the job will take and how difficult it will be.
Which pricing method is being used?

A. Cost-based
B. Market-based
C. Customer-based
D. Competition-based
Question 3 (1 mark)
What is the main reason for a business using penetration pricing?
A. To maximise profit per unit
B. To gain short-term market share
C. To develop a reputation for quality
D. To take advantage of a lack of competition

Question 4 (1 mark)
What is the most likely reason that a business would use price skimming?
A. To encourage export sales
B. To achieve market share quickly
C. To gain high profits when demand is strong
D. To reverse the decline stage of the product life cycle
A fast food outlet advertises a large soft drink for only 20 cents, knowing that customers will also buy additional
items from the menu once they are in the store.
What pricing strategy is this?

A. Loss leader
B. Penetration
C. Price points
D. Skimming
10.6 Promotion
SYLLABUS LINK In this subtopic you will learn about:
• the elements of the promotion mix — advertising, personal selling and relationship marketing, sales
promotions, publicity and public relations
• the communication process — opinion leaders, word of mouth.
You will also learn to assess why a mix of promotional strategies is important in the marketing of goods and
services.
To sell more of its products, a business has to change customers’ behaviour through information or persuasion.
This is achieved through promotion. Promotion describes the methods used by a business to inform, persuade
and remind a target market about its products.
Promotion attempts to:
• attract new customers by heightening awareness of a particular product promotion the methods used by
• increase brand loyalty by reinforcing the image of the product a business to inform, persuade
and remind a target market about
• encourage existing customers to purchase more of the product
its products
• provide information so customers can make informed decisions promotion mix the various
• encourage new and existing customers to purchase new products. promotion methods a business
uses in its promotional campaign.
Methods include:
10.6.1 Elements of the promotion mix • advertising
• personal selling and
Many people confuse promotion with advertising because of its visibility and relationship marketing
• sales promotions
frequency. However, advertising is just one of the four elements of the promotion • publicity and public relations.
mix. A promotion mix is the various promotion methods a business uses in its
promotional campaign (see figure 10.20).

FIGURE 10.20 Depending on the type of product and target market involved, two or more of these elements are
combined to form the promotion mix.
Promotion mix
Personal selling
Publicity and
Advertising and relationship Sales promotion
public relations
marketing
Advertising
Which current advertisement has most impressed you? What product is it advertising:
advertising media refers to the
soft drink, food, clothes, a car or something else? Why did it impress you? You can many forms of communication used
probably answer these questions without too much thought. This is because you have to reach an audience
been influenced by advertising. Everywhere you look businesses
are trying to sell consumers their products.
As previously explained, advertising is a paid,
non-personal message communicated through a FIGURE 10.21 Video marketing is one of the fastest
growing forms of advertising, with about 87 per cent
mass medium. Because of the myriads of products
of businesses now using video as a part of their
available, advertising is an essential tool for marketing strategies. Ryan ToysReview is one of
successful marketing. An effective advertising the most popular YouTube channels, with billions
campaign can result in increased sales and profit for a of views and more than 23 million subscribers. The
business. The form and presentation of advertisements videos feature an excitable eight-year-old named
have changed over time (see figure 10.21), but the Ryan unpackaging toys and playing with them and
purpose of advertising — to inform, persuade and going on kid-friendly adventures. The channel, run by
remind — has remained constant. Ryan’s parents, Shion and Loann Kaji, was YouTube’s
top earner in 2019, according to Forbes, bringing in
The main advantage of advertising is that it provides US$26 million. Nearly all of his money comes from
businesses with the flexibility to reach an extremely pre-roll advertising on his channels.
large audience or to focus on a small, distinct target
market segment.
Advertising media
Advertising may take many forms, from buying
time on national television, to inexpensive leaflets
or posters, to internet banner advertisements. All
businesses need to develop the most cost-effective
means to advertise their products. Advertising media
is a term for the many forms of electronic and print
communication used to reach an audience.
There are many different types of advertising media,
such as:
• Print publications — advertisements in newspapers
and magazines
• Television advertising — television has an extensive
reach and caters to a large market in a large area
• Radio advertising — where advertisements are
broadcasted from different stations

• Outdoor advertising — where messages are printed on billboards, posters, electric displays, neon signs, sky
writing, painted signs or different forms of public transport
• Direct mail — where catalogues, brochures or leaflets are mailed to individual households
• Window display — usually undertaken by retailers who display their products in shop windows in order to
attract customers
• Internet advertising — the use of the internet to deliver advertising messages
• Telemarketing — the use of the telephone to personally contact a customer.
Which type of advertising media a business

FIGURE 10.22 While Australian online advertising market
selects depends on a number of variables
growth slowed in 2020, it still achieved 5.6 per cent year-on-
including the: year growth according to the IAB Australia Online Advertising
• type of product and its positioning Expenditure Report (OAER) compiled by PwC. All online
• size of the target market and its advertising categories showed growth through the year,
characteristics while video advertising saw the largest increase, with 19.9
• business’s marketing budget per cent growth year-on-year.
• cost of the advertising medium
• product’s position on the product life
cycle.
Sometimes a business will undertake an
extensive advertising campaign that involves a
number of advertising media in order to create
a saturated coverage of a wide target market.
This is the advertising strategy used, for
example, when a new movie is released. There
will be celebrity publicity events, electronic
and print advertisements, billboards and e-
marketing using pop-up banners and social
media advertising.
SNAPSHOT
Case study: Huge decline in advertising spending
The COVID-19 pandemic has led to a dramatic drop in advertising spending. According to the Standard Media
Index (SMI), media agency advertising spending dropped 35 per cent from April 2019 to April 2020. This drop
equates to $331.13m of spending and is almost twice that seen during the depths of the global financial crisis
(GFC). The only industries in which advertising spending increased were domestic banks and governments,
which saw a 16 and 20 per cent increase respectively.
Some industries, such as travel, stopped most of their spending on advertising due to the COVID restrictions.
This industry alone saw a decline of over 80 per cent and cut spending on advertising by $20.2 million. The
cinema / theme park product category reported the third largest decline of 86 per cent, which represents a cut
in spending of $16.3 million. The closure of cinemas meant there was no ad spend into cinemas and that in turn
meant that those businesses themselves stopped advertising.

SMI AU: April 2020 Ad Spend Trends — COVID-19 Impact
Media % Change from April 2019

Television −33%
Digital −27%
Outdoor −61%
Radio −45%
Press −35%
Magazines −52%
Total (ex abnormals) −35%
While some industries may have cut their ad spending altogether, many other industries who have faced budget
cuts have moved towards cheaper and more flexible channels. For instance, digital display ads, social media
and online video are channels that have started to increase in the short-term. Out-of-home advertising, such
as billboards, experienced a larger decline due to the lower levels of exposure since more people are staying at
home.
Since the GFC evolved over a few months, the decline in ad spend brought on by the pandemic has been more
devastating to the media industry. This is because it occurred within weeks, which meant the industry had no
time to prepare for such a dramatic drop in revenue.
As of September 2020, the latest SMI data showed that advertising spending was slowly recovering and that
the huge drop in spending is starting to shrink. August numbers were already showing stronger spending than
previous months.
FIGURE 10.23 Nielsen Ad Intel calculated the 20 biggest spending

advertisers of 2019. Retailer Harvey Norman topped the list, spending
$165.4 million. Harvey Norman uses a variety of advertising media in
order to create a saturated coverage. For example, they advertise on
television, radio, newspapers, magazines, billboards, social media and
weekly catalogues.

Personal selling
Personal selling involves the activities of a sales consultant directed to a customer in an attempt to make a sale;
it involves the human aspect of promotion. For some businesses — such as those offering expensive, complex
or highly individual products — personal selling is the main promotional strategy. These products in particular
require the personal contact of a sales representative to familiarise the customer with the product.
Although personal selling is an expensive promotional method, businesses are willing to spend the money on it
because it offers three unique advantages. They are:
• The message can be modified to suit the individual customer’s circumstances.
• The individualised assistance to a customer can create a long-term relationship resulting in repeat sales.
• The sales consultant can provide after-sales customer service in relation to product features, installation,
warranties and servicing.
By listening to the customer’s needs and then offering informed recommendations,
personal selling the activities of
customer satisfaction is increased, resulting in repeat business and building a good a sales representative directed
reputation for the business. to a customer in an attempt to
make a sale
The success of the marketing plan often depends on the competency of the
business’s sales force, without which sales and revenue would soon decrease.
SNAPSHOT
Case study: MAPPEN’s ad-free growth
MAPPEN is an online curriculum and professional learning application
targeted to Australian primary schools, that provides teachers with
lesson plans and built-in professional learning. The inspiration behind
the business was to design an innovative solution that would solve one of
the biggest systemic problems facing all school leaders and teachers —
how to find the time to plan and write fully resourced lessons that meet all
mandated standards and students’ needs.
Growth has been rapid and remarkable; it took only two years for MAPPEN
to find its way to over 300 schools in the first two years and turn over more
than $1 million. What is surprising, however, is that this growth occurred
without any spending on ads. In fact, the most the company ever spent on
advertising was $1000 on Facebook. From the outset, the owners realised
that what worked best for them was a combination of word-of-mouth and
personal selling.
While there are many benefits of paid ads, the founders believe there are more effective ways of generating
customers. While paid advertising will inform a large audience about a particular product, the team realised that
face-to-face was the best approach to engage potential customers. Personal selling is more labour-intensive, but
the team found that developing relationships was a more effective way of securing growth. Traditional advertising
attempts to persuade customers that they need a particular product; however, the founders felt that they really
needed to explain the benefits first. The conversion rate through personal selling was much higher than traditional
advertising.
The first few schools they went to were schools they knew and were familiar with. Their clientele then gradually
grew through word-of-mouth and teachers talking to other teachers. Many startups like MAPPEN are finding that
sometimes the least expensive advertising mediums can sometimes generate the best returns.

BizFACT
In 2019 Coca-Cola Amatil spent $10 million hiring 97 extra sales representatives to target corner store and café
owners to encourage them to buy their products and advise on how best to promote them. This strategy was
successful in halting the decline in soft-drink sales due to health-conscious consumers turning away from their
most popular products.
Relationship marketing
Customers want more individualised treatment. In response, businesses are looking for ways to develop long-
term, cost-effective and strong relationships with individual customers, a process known as relationship
marketing. The ultimate aim is to create customer loyalty by meeting the needs of customers on an individual
basis, thereby creating reasons to keep customers coming back.
A highly successful relationship marketing strategy is loyalty programs. A loyalty
relationship marketing the
program is a rewards-based program offered by a business to customers who development of long-term and cost-
frequently make purchases. This was introduced during the early 1990s with the effective relationships with individual
flybuys loyalty reward program operated by the Coles Group. In 2007 the Woolworths customers
Everyday Rewards scheme was introduced. These schemes offer rewards to those loyalty program a rewards-based
program offered by a business to
loyal customers who spend specified amounts or make repeat purchases. Relationship customers who frequently make
marketing can provide a business with a competitive purchases
advantage.
BizFACT
A recent marketing industry survey found that four in five shoppers tend to buy more from businesses whose
loyalty cards they hold, and 55 per cent say that when choosing between two similar companies they’ll usually
pick one with a loyalty program.
FIGURE 10.24 Coles flybuys is one of the best-known loyalty programs in

Australia. Members get points for each purchase when shopping at Coles, and
can earn even more points by shopping at partner stores too (such as Kmart and
Target). Plus, there are a variety of other ways to earn points, including banking,
paying bills, travel and joining a gym. Once members reach 2000 points, they
receive $10 off. They can either use the cash reward to reduce their grocery bill or
they can purchase products with the points.

Sales promotion
A business may decide to offer a direct inducement to customers in an attempt to sell more of its product. This
type of promotion is referred to as sales promotion and aims to:
• entice new customers
• encourage trial purchase of a new product
• increase sales to existing customers and repeat purchases.
FIGURE 10.25 Both Coles and Woolworths have launched a variety of successful
sales promotions centred around limited-edition collectables. For example,
Woolworth’s Lion King Ooshies led to an increase in sales of over 7 per cent
during the campaign. The success of these promotions relies heavily on an
inherent human need to want to complete things. Each collectable promotion
launched has driven strong sales and revenue growth for both supermarkets.
Sales promotion techniques are used primarily to increase the effectiveness of other promotion activities,
especially advertising. Examples of special promotions include:
• limited time offers. Whether it’s a coupon, discount code or voucher, these incentives offer discounts of
a stated amount on particular items at the time of purchase. They are effective as they drive a sense of
urgency and trigger consumers’ fear-of-missing-out (FOMO).
• free gifts. Fairly self-explanatory, these are gifts the business offers customers in return for purchasing their
product.
• refunds. Part of the purchase price is given back to those customers who send in a voucher with a
specific proof of purchase. In recent years, refunds have become widely used on power tools and kitchen
appliances.
• samples. A sample is a free item or container of a product. For example, when you visit a supermarket, you
will often find a sales representative encouraging you to taste a product such as cheese, fruit, biscuits
or cake.
• point-of-purchase displays. Special signs, displays and racks are supplied and sales promotion the use of
activities or materials as direct
installed by the manufacturer in retail outlets. They are usually located at the
inducements to customers
end of aisles in supermarkets to gain consumer attention and make more
efficient use of floor space.

• contests and giveaways. There are different forms of contests which can be run to gather more customer
information or to motivate customers to try the product. Contests can be as simple as winning a gift or an
online contest for which users have to enter their information.
• deals. Buy-one-get-one-free deals are among the most well-used promotional methods. These deals are
enticing as people always like to get more for less and have a hard time saying no to the word ‘free’.
Additionally, businesses can use this promotion to unload overstocked inventory in a way that helps them
still have a profit margin.
BizFACT
It is the role of public relations personnel to design, implement and manage the publicity events of the business.
Publicity and public relations

What’s worse than being talked about? Not being talked about! Businesses rely on being in the public eye. Most
businesses use publicity and public relations as a means of increasing sales and, therefore, profits. Publicity is
any free news story about a business’s products. It differs from advertising in that it is free and its timing is not
controlled by the business. The main aims of publicity are to:
• enhance the image of the product
• raise awareness of a product
• highlight the business’s favourable features
• help reduce any negative image that may have been created.
Public relations (PR) are those activities aimed at creating and maintaining favourable relations between a
business and its customers. PR exposes a business or idea to an audience by using often unpaid third parties
as outlets. This can be done by working with the media, by making speeches on special occasions or by some
attention-seeking gesture such as a donation or a give-away sale that is reported by others. This means that PR is
often more effective than paid advertising. Sometimes PR can even work out to be cheaper.
There are four main ways in which public relations activities can assist a business in achieving its objective of
increased sales.
1. Promoting a positive image: reinforcing the favourable attitudes and perceptions consumers
have regarding the business’s reputation
2. Effective communication of messages: using advertising, sales promotions, publicity and
personal selling to convey information about the business and its products
publicity any free news story about
3. Issues monitoring: protecting sales by providing an early warning of public trends a business’s products
that could affect the business’s sales. Remedial action can be taken before much public relations (PR) those
harm is done to sales. activities aimed at creating and
4. Crisis management: protecting a business’s reputation as a result of negative or maintaining favourable relations
between a business and its
unfavourable rumours and adverse publicity, which, if left unchecked, might customers
result in a loss of sales
SNAPSHOT
Case study: True or false — all publicity is good publicity?
While publicity is all about trying to create a favourable image, the downside is that you can’t control what is said
about your business or your product or service. Therefore, businesses need to ensure that what they publicise
can withstand public scrutiny.
The advent of social media has delivered a new army of critics and commentators, all of whom have the ability
to disseminate their opinion about businesses. Is the saying ‘there’s no such thing as bad publicity’ a myth? The
following are two examples of companies that have attracted ongoing negative media coverage and publicity.

In January 2017 when President Trump
announced his travel ban, Uber continued
to operate its service at the airport. This was
met with backlash from angry customers
who accused the company of profiting off
the taxi strike and putting its support behind
Trump’s immigration ban. The #DeleteUber
hashtag emerged on Twitter and took social
media by storm. As a result, hundreds
of thousands of customers deleted the
Uber app and deactivated their accounts
within days of the campaign’s launch on
social media. The viral movement received
significant media coverage and generated a
lot of negative publicity for the company.
This in turn damaged Uber’s reputation
and led to distrust in the company.
In 2019 Snapchat lost $800 million off its share price after running an ad which asked users to reveal whether
they’d prefer to slap Rihanna or punch Chris Brown. The ad was developed to promote the company’s latest
game ‘Would You Rather’. Users widely criticised the ad for making light of domestic violence and quickly took to
social media to air their concerns.
FIGURE 10.26 Elon Musk, the CEO of Tesla, does not use traditional advertising methods. Instead, he provides the
sort of publicity money can’t buy. He is extremely proficient at using PR and publicity to influence people’s opinions
and attitudes about the Tesla brand. For example, in 2018 he put a Tesla into space aboard one of the SpaceX
spacecraft. As far as we know, that car is still out there exploring our solar system.

10.6.2 The communication process
Marketing managers must be able to communicate clearly, efficiently and succinctly to their target markets.
If the communication process becomes distorted or inefficient, the message becomes distorted. The resulting
miscommunication may mean lost sales. Without effective communication, promotion is wasted.
Marketing managers can use a variety of channels to communicate a message. A channel is any method used
for carrying a message. Two of the most common channels used for promotional communication include print
and electronic media advertising. Any interference or distraction that affects any or all stages in the promotional
communication process is referred to as noise. Examples of noise include faulty printing, competing messages,
inappropriate language or images, jargon, misinterpretations or — perhaps one of the most common — people
having conversations and fetching refreshments during commercial breaks.
Often customers may be more willing to purchase a product if the message is communicated via a respected and
trusted channel, such as an opinion leader, or by word of mouth.
Opinion leaders
An opinion leader is a person who influences others.
FIGURE 10.27 Colin Kaepernick signed an
Their opinions are respected and they are often sought
endorsement deal worth millions of dollars with
out for advice. Nike in 2018 to be the face of their ‘Just Do It’
Marketing managers use opinion leaders as information marketing campaign.
outlets for new products or to endorse an existing one.
Actors, athletes, musicians and models are regarded by
some groups as opinion leaders and many businesses
use celebrity endorsement as part of their marketing
strategies.
Celebrity endorsement is a powerful marketing tool
when the target audience align themselves with the
ambassador chosen. Having that endorsement can
open up a huge following. This is because ambassadors
usually have a large social media following — a referral
from them can be powerful and the company can gain
instant followers and engagement. If businesses choose
to use this strategy, however, they need to remember that
their brand and image will be aligned to the ambassador;
therefore, if that person’s reputation becomes tarnished
for whatever reason, this will affect the business’s
reputation.
In 2018 Nike signed an endorsement deal with former
NFL player Colin Kaepernick for millions of dollars (see
figure 10.27). Kaepernik is a former San Francisco 49ers
quarterback who last played in 2016. During that season
he sparked controversy when he began protesting during the national anthem and refused to ’stand up to show
pride in a flag for a country that oppresses black people and people of colour’. More NFL players then joined
Kaepernick in protesting police brutality and social inequality.
Ever since Kaepernick’s endorsement, Nike’s value has skyrocketed. channel any method used for
carrying a message
The company’s stock reportedly increased over 18 per cent since the deal, adding a
noise any interference or distraction
huge $26.2 billion to its market value. When Nike made the announcement of the that affects any or all stages in the
signing, the February online release of a Kaepernick ‘Icon’ jersey, priced at $150, sold communication process
out in a matter of hours. Nike also sold 60 per cent more merchandise opinion leader a person who
influences others
since releasing the Kaepernick ad.

Word of mouth
Consumers tend to trust word-of-mouth communication more than business-sponsored commercials, especially
if the message is being communicated by a friend or opinion leader. This is because the receiver places more
trust in someone they know as opposed to a business advertising its products. When people influence each other
during conversations, it is called word-of-mouth communication.
Businesses are increasingly using social media platforms such as Facebook and
Twitter to engage in a form of word-of-mouth communication. Friends’ word-of-mouth communication
recommendations can be a powerful influence, especially when there are many when people influence each other
during conversations
competing products from which to choose.
SNAPSHOT
Case study: Social influencers
Many companies are aware that word-of-mouth
is one of the most valuable forms of marketing
— studies have shown that it influences 20 to
50 per cent of all purchasing decisions — so
it’s no surprise that in the new world of digital
relationships, many companies have been
teaming up with social media influencers across
multiple platforms to promote their goods.
A social media influencer is a user of social

media who has established credibility in a
specific field and can thus influence their
audience. Lots of brands, particularly in the
fashion and lifestyle fields, have ditched
sponsorship deals with big-name celebrities
in favour of regular people with powerfully
engaged social media followers.
Research from Twitter has shown that 49 per cent of consumers seek advice regarding purchases from social
media influencers and 20 per cent of the people surveyed stated that a tweet from an influencer encouraged
them to share their own recommendation. What is even more significant is that almost 40 per cent of Twitter
users said they had made a purchase based on an influencer’s endorsement.
Many companies are spending millions of dollars each year on influencer marketing. On top of sending free
products, some companies pay influencers per post so that they can try their products and then post about
them. For many brands, this does not cost as much as celebrity endorsement.
Instagram is clearly the place to be for influencer marketing. Instagram usage has grown tenfold over the last
five years. It exceeded 1 billion daily users in 2018 and is rapidly on its way to a second billion. But who are the
greatest Instagram influencers in 2020?
1. Cristiano Ronaldo
2. Selena Gomez
3. Kylie Jenner
4. Leo Messi
5. Kendall Jenner

10.6.3 Assess why a mix of promotional strategies is important in the
marketing of goods and services
Since each element of the promotion mix has different benefits, it’s important for businesses to use a mix of
promotional strategies in order to cater to the needs of everyone in their target market. Businesses should not
simply aim to satisfy one type of buyer; the aim of promotion is to attract as many potential customers as
possible. Since different elements of the promotion mix will appeal to different types of customers, businesses
need to use a combination.
Also, the different elements of the promotion mix may each play a part in influencing the same customer in
different ways and assist them with their decision to purchase a product. For example, suppose you are interested
in buying a mobile phone. Because of your interest, you may start paying attention to advertisements on the
television or in magazines. You may search the internet to find out more about different phones, their features
and prices. You may also contact sales people from different stores or post on Facebook asking your friends their
opinion. Based on all this information, you may then decide to purchase a specific brand.
Which aspect of the promotional mix led you to decide on that particular brand? While some aspects may have
been more influential than others, all the elements played a role in making your decision. Therefore, to get a
better response from a target market, businesses need to adopt as many different components of the promotion
mix as possible. These components should be coordinated and complement each other to help achieve the
marketing objectives.
KEY IDEAS
• Promotion describes the methods used by a business to inform, persuade and remind a target market about
its products.
• Promotion mix is the various promotion methods — advertising, personal selling and relationship marketing,
sales promotions, and publicity and public relations — a business uses in its promotional campaign.
• Advertising is a paid, non-personal message communicated through a mass medium. The purpose of
advertising is to inform, persuade and remind.
• Personal selling involves the activities of a sales representative directed to a customer in an attempt to make
a sale.
• Relationship marketing is the development of long-term and cost-effective relationships with individual
customers.
• Sales promotion is the use of activities or materials as direct inducements to customers.
• Publicity is any free news story about a business’s products.
• Public relations (PR) are those activities aimed at creating and maintaining favourable relations between a
business and its customers.
• Marketing managers can use a variety of channels to deliver a message including print and electronic media
advertising.
• Often customers may be more willing to purchase a product if the message comes via a respected and
• An opinion leader is a person who influences others and whose opinions are respected.
• Word-of-mouth communication occurs when people influence each other during conversations.
• It’s important for businesses to use a mix of the promotional strategies in order to meet the different needs of
their target market.

10.6 Activities
Select your pathway

1, 2, 3, 4, 5, 13, 17, 19, 25, 6, 7, 9, 10, 11, 14, 15, 16, 18, 8, 12, 23, 29, 32, 35, 36, 37
27, 30, 33 20, 21, 22, 24, 26, 28, 31, 34
10.6 Exercise
Revision
1. Define the term ‘promotion’.
2. Recall what promotion attempts to achieve.
3. Identify the four elements of the promotion mix.
4. Recall the main advantage of advertising.
5. Identify the five main types of advertising media.
6. Select which advertising media you consider to be the most effective if a business wants to communicate
with (a) a mass market and (b) a niche market. Justify your selection.
7. Why is it important to identify the target market when designing an advertising program?
8. Find a recent Nerada Tea commercial online. Assess the advertisement in terms of communicating with its
target market.
9. Propose which form of advertising media you would choose for the following products. Justify your choices.
a. Nike sports shoes d. Toys for children
b. School textbooks e. MacBook
c. A hairdressing salon
10. Why do some marketers prefer to use personal selling as a promotional strategy?
11. How can personal selling be more persuasive than advertising?
12. In small groups, use the brainstorm technique to:
a. account for the recent popularity with consumers of loyalty reward programs.
b. determine the benefits to a business of this type of relationship marketing.
13. State the aims of sales promotion.
14. In your opinion, select the two most effective sales promotion techniques for sales promotion. Justify your
answer.
15. Distinguish between publicity and public relations.
16. ‘Advertising is what you pay for and publicity is what you pray for.’ Explain what this statement means.
17. Summarise the four main ways in which public relations can assist a business to increase its sales.
18. ‘Public relations should be viewed as a two-way communication process.’ Explain the meaning of this
statement.
19. In small groups, identify the different public relations activities your school uses to communicate with
parents. Choose a spokesperson to share the group’s answers with the rest of the class. The first items on
your list can be newsletters and formal assemblies.
20. Explain why efficient communication is important to marketing managers.
21. Account for the use of opinion leaders in the promotion of a product. Provide three examples from current
promotional campaigns.
22. Propose what you think are the strengths and weaknesses of the following promotion strategies. Share your
answer with the rest of the class.
a. A manufacturer of a new type of disposable razor gives out thousands of free razors at a football
grand final.
b. A lifestyle magazine runs its own lottery-style promotion for five weeks in which first prize is $20 000 worth
of furniture.
c. To boost sales, a computer manufacturer relies on word-of-mouth communication.

23. Using an example, assess why a mix of promotional strategies is important in the marketing of goods and
services.
Read the ‘Huge decline in advertising spending’ case study and answer questions 24 to 26.
24. How has the pandemic affected spending on advertising?
25. Identify those industries that have experienced the largest decline in ad spending.
26. Explain how the pandemic has led to changes in the type of media used to advertise.
Read the ‘MAPPEN’s ad-free growth’ case study and answer questions 27 to 29.
27. Outline the business opportunity that inspired MAPPEN.
28. Discuss the two main promotional methods used by MAPPEN.
29. Assess the use of paid ads for startup businesses.
Read the ‘True or false— all publicity is good publicity?’ case study and answer questions 30 to 32.
30. State whether you agree with the saying ‘all publicity is good publicity’. Justify your answer.
31. Discuss the use of publicity as a marketing strategy
32. Assess the impact of the negative publicity on Uber and Snapchat.
Read the ‘Social influencers’ case study and answer questions 33 and 34.
33. Define a social media influencer.
34. Why are companies using social media influencers to promote their business or products?
Extension
35. Recently, you were elected to serve as a promotional organiser for a soccer tournament. The tournament will
match several well-known celebrity teams from New South Wales against the best local players. Tickets will
sell for $30 per person and your goal is to attract a large number of supporters. All proceeds will be given to a
local charity. As you create a promotional plan, determine what segmentation variables will be most
important. Propose the buying motives you will use to appeal to your target market.
36. In small groups, create a media release to advertise the opening of a new clothes store in your local area.
Include the following details:
• name, telephone number and address of the store
• date of opening
• hours of business
• range of stock
• any opening special
• store logo.
37. Referring to a business you are familiar with, analyse and evaluate the promotion methods used for one of
its products.
10.6 Exam questions

Question 1 (1 mark)
A small business has developed a new piece of gym equipment that it wants to sell to gyms throughout Sydney.
What would be the most appropriate marketing strategy for this?

A. Advertising on billboards on main roads
B. Placing its logo on a sporting team’s uniform
C. Sales representatives visiting gyms to demonstrate the product
D. Advertising on television during football games throughout the season
Question 2 (1 mark)
A beauty company sends samples of its new lip balm to members of its loyalty program and to online beauty
bloggers.
What strategies is the company using?

A. Publicity and global branding
B. Global branding and opinion leaders
C. Customisation and relationship marketing
D. Relationship marketing and opinion leaders

Question 3 (1 mark)
Which of the following is an example of publicity for a restaurant?
A. Changing the menu to include vegetarian dishes
B. A review of the restaurant by a food critic on his blog
C. Offering free dessert for customers who spend over $100
D. Establishing a loyalty scheme with rewards for regular diners

Source: HSC 2014 Business Studies Exam, Section IV, Q27
Assess the importance of using a mix of promotional strategies in the marketing of goods and services.
Question 5 (1 mark)
Which of the following is an example of promotion as a marketing strategy for a new line of shampoo?
A. Creating a brand name
B. Making it available only in hair salons
C. Packaging in environmentally-friendly bottles
D. Advertising it as adding shine and volume to hair
10.7 Place and distribution

SYLLABUS LINK In this subtopic you will learn about place/distribution, including distribution channels,
channel choice (intensive, selective, exclusive) and physical distribution issues (transport, warehousing,
inventory).
The fourth ‘P’ of the marketing mix is ‘place’ or distribution. Once a business manufactures a product, it must
see that the product gets into the customers’ hands. For this to happen successfully, an efficient distribution
system is required. Distribution is necessary because most products are not used by the same business that
makes them. This textbook, for example, was transported and warehoused a number of times between the
authors, publisher, printer, wholesalers and retailers before it reached you, the consumer.
place or distribution activities

10.7.1 Distribution channels that make the products available
to customers when and where
Distribution channels or marketing channels are the routes taken to get the they want to purchase them
product from the business to the customer. This process usually involves a number distribution channels or
of intermediaries, such as the wholesaler, broker, agent or retailers. Apart from the marketing channels the routes
retailer, the other intermediaries are often ‘invisible’, with the customer knowing taken to get the product from the
factory to the customer
very little about their role and operation.

FIGURE 10.28 The delivery of a product to a customer is the final stage in the distribution
process. Blake Davies, a barista employed by Casualties Espresso in Port Macquarie,
delivers coffee and food to customers on his skateboard. Juggling up to nine coffees
at a time, Davies skilfully manoeuvres around people and cars to deliver his customers’
morning cuppa.
Traditional distribution channels

The four most commonly used channels of distribution are described below.
1. Producer to customer. This is the simplest channel and involves no intermediaries. Virtually all services,
from tax advice to car repairs, use this method.
2. Producer to retailer to customer. A retailer is an intermediary who buys from producers and resells to
customers. This channel is often used for bulky or perishable products such as furniture or fruit.
3. Producer to wholesaler to retailer to customer. This is the most common method used for the distribution
of consumer goods. A wholesaler is an intermediary who buys in bulk, from the producer, then resells in
smaller quantities to retailers.
4. Producer to agent to wholesaler to retailer to customer. An agent distributes products to wholesalers
but never owns the product. Agents are paid a commission by the producer. Usually agents are used for
inexpensive, frequently used products. A business that does not have any sales representatives will often use
an agent instead.
BizFACT
The Iconic does not have a traditional distribution channel. To cut delivery and distribution times, their suppliers
list their products on The Iconic website but their stock is sent directly to consumers rather than to The Iconic’s
distribution centre. The Iconic’s app, which has been downloaded on more than one million devices so far, is now
the e-tailer’s primary sales channel, and its growing marketplace.

Innovative distribution methods — non-store retailing
Businesses are always looking for different ways to distribute their products. The purchasing of products from a
store or a supplier is the oldest and most common form of distribution. Non-store retailing — that is, retailing
activity conducted away from the traditional store — is gaining in popularity. Methods such as door-to-door
selling, mail-order catalogues, party-plan merchandising and vending machines have been used for a number
of years. However, with rapid changes in electronic communication, businesses are beginning to exploit types
of electronic marketing (e-marketing) as alternative methods. Two of the most rapidly developing methods are
e-commerce and m-commerce.
1. E-commerce refers to the buying and selling of goods and services via the internet. The web is
revolutionising the way consumers shop. Consumers who are ‘time poor’ prefer the convenience of
shopping online. Other consumers like being able to shop around for the cheapest price or have the
opportunity to select from a wide range of products at a time that suits them. Back in 2000, less than 1 per
cent of retail sales came from e-commerce. However, online sales have climbed each year since then, and
by 2019 online sales made up about 14.1 per cent of total retail sales. This will be discussed in more detail
in subtopic 10.9.
2. Mobile commerce (m-commerce) refers to the buying and selling of goods and non-store retailing retailing
services through wireless handheld devices such as smartphones and tablets. activity conducted away from
As e-commerce sales continue their dramatic growth, mobile commerce is the traditional store
grabbing a larger market share, with smartphone-enabled purchases making up
49 per cent of total online retail commerce in 2020. This growth is partly due to
retailers’ ongoing efforts to provide smartphone-friendly offerings and
checkout solutions to customers.
FIGURE 10.29 The steady rise of online sales has led to the ‘retail apocalypse’ — a US term that refers to the
closing of a large number of retail stores. Since the pandemic, thousands of retail stores have closed and retail
bankruptcies have been happening at a record pace. Could this be the end of bricks-and-mortar retailers?
As more people use the internet for shopping, the traditional distribution channels will be modified. Some
retailers and wholesalers may be bypassed as customers deal directly with manufacturers. Electronic post and
parcel delivery channels will be used more extensively to meet the increasing demand.

10.7.2 Channel choice — including intensive, selective and exclusive
How a business chooses the channel of distribution best suited to its product depends largely on the location of
the business’s market or market coverage. Market coverage refers to the number of outlets a firm chooses for its
product.
A business can decide to cover the market in one of three ways as follows, the difference being the intensity of
coverage.
1. Intensive distribution. This occurs when the business wishes to saturate the market with its product.
Customers can shop at local outlets and be able to purchase the product. Many convenience goods, such
as milk, lollies and newspapers, are distributed this way.
2. Selective distribution. This involves using only a moderate proportion of all possible outlets. Clothing,
furniture and electrical appliances are often distributed using this method. The customer is prepared to
travel and seek out a specific retail outlet that stocks a certain brand.
3. Exclusive distribution. This is the use of only one retail outlet for a product in a large geographic area. This
method of distribution is commonly used for exclusive, expensive products.
market coverage refers to the
Figure 10.30 illustrates the three levels of market coverage. number of outlets a firm chooses
for its product
FIGURE 10.30 The boxes here represent the different customer groups that make up a market. The coloured
shapes within the boxes represent the type of distribution method used to achieve market coverage. The square
shape appears in many of the boxes because this distribution of product reaches a range of different customers.
Intensive distribution
Selective distribution
Exclusive distribution
BizFACT
Different channels of distribution are used to get the ‘right’ product in the ‘right’ quantity to the ‘right’ location at
the ‘right’ time.

10.7.3 Physical distribution issues
Physical distribution is all those activities concerned with the efficient movement of the products from the
producer to the customer. Physical distribution is therefore the movement of the products themselves through
their channels of distribution. It is a combination of several interrelated functions, including transportation,
warehousing and inventory control.
Transport
An intricate network of transportation is required to deliver the vast array of products to customers.
Transportation is a key supply chain management function that involves the efficient movement of a product
from the manufacturer to the customer.
The mode of transportation a business uses will largely depend on the type of product and the degree of service
the business wishes to provide. The four most common methods of transportation are rail, road, sea and air. The
transportation methods chosen must meet customers’ needs. Customers demand products be delivered when they
require them and in good order. Having a transportation program that can do this provides customer satisfaction
and gives a business a competitive advantage.
Warehousing
Warehousing is a set of activities involved in receiving, storing and dispatching goods. A warehouse acts as a
central organising point for storing goods that will be efficiently distributed later. While a small, home-based
business might warehouse products in a spare room or garage, larger businesses typically own or rent space in a
building that is specifically designed for storage.
Some basic warehousing elements that need to be considered include:
• a shelving system that offers maximum storage capacity and easy access
• inventory control software that can inform the business about the quantities of each product, as well as their
location in the warehouse
• equipment that can move products, e.g. forklifts, conveyor belts, etc.
• security to protect the products being stored
• access to transportation to bring products in or move them out once orders are placed
• a climate control system for particular products, e.g. those requiring refrigeration.
As businesses look to improve efficiency, warehouse automation has been increasing. An automated warehouse
uses a few key pieces of technology to move products, for example robotic systems. At its most basic, an
automated warehouse attempts to cut down on manual tasks (see the following case study).
BizFACT
Amazon has been keeping its scientists busy with a range of new ideas for how best to store online purchases
in preparation for distribution. And while it may sound far-fetched, the company has lodged a patent in the US
that would see its storage warehouses submerged underwater, with items brought to the surface using acoustic
vibrations. With online shopping accounting for about 15 per cent of all retail sales, and increasing, there will be a
need for this extra storage.
Inventory
physical distribution all those
Customers find it frustrating when a product they wish to purchase is ‘out of activities concerned with the
stock’, and a business that repeatedly allows this to happen will lose sales and efficient movement of the
products from the producer to
market share. To avoid this, businesses may implement an inventory control
the customer
system. If a business carries too much stock on its inventory, it will experience inventory control a system that
high storage costs. However, too little stock results in lost sales or ‘stock-out maintains quantities and varieties
costs’. The goal of inventory is to find the correct balance between these two of products appropriate for the
target market
situations. Inventory management is examined in greater detail in chapter 5.

SNAPSHOT
Case study: Woolworths warehouse automation
Around 700 jobs will be lost as Woolworths automates key logistics facilities in Sydney and Melbourne.
There are currently about 1350 people employed at warehouses in Minchinbury and Yennora in Sydney, and
Mulgrave in Melbourne. All three centres will be closed in 2025.
Woolworths said that less than half those

workers — just 650 staff — would be needed
to run its new automated and semi-automated
distribution centres, which would be located in
the south-west Sydney suburb of Moorebank.
However, Woolworths will retain its current

temperature-controlled operations at
Minchinbury, which will continue to employ
about 460 people.
The new Moorebank centres will be owned

by Qube logistics and initially leased by
Woolworths for 20 years.
Woolworths is planning to invest $700–780 million in the technology and fit-out of the new distribution centres,
while Qube will invest between $420–460 million to build them.
The centres are targeting a five-star green rating with the inclusion of solar panels, LED lighting and rainwater
harvesting.
Woolworths said the construction phase would employ about 1000 people.
‘Fewer trucks, faster restocking’

It is connected by rail to Port Botany, and Woolworths said it will mean at least 26 000 fewer truck movements per
year on Sydney’s roads.
Woolworths chief supply chain officer Paul Graham said the company had seen the benefits of the new,
automated Melbourne South Regional Distribution Centre and was looking to build on those in New South Wales.
‘Cutting-edge automation will build tailored pallets for specific aisles in individual stores, helping us improve
on-shelf product availability with faster restocking, reducing congestion in stores, and enabling a safer work
environment for our teams with less manual handling,’ he said in a statement.
‘The new facilities will also help progress our localised ranging efforts, with the ability to hold many thousands
more products centrally than we can in our existing facilities.’
Mr Graham said Woolworths would look to employ as many existing staff as possible in its new Moorebank
facilities.
‘We’ll look to offer redeployment opportunities wherever possible with 650 roles available at the new Moorebank
sites, as well as providing a wide range of support and career transition services to our team well before site
closures,’ he said.
However, Woolworths has set aside $176 million to cover potential redundancy costs for existing staff.
The new distribution centres remain subject to New South Wales government planning approval.
Source: Michael Janda, ‘Woolworths warehouse automation set to eliminate 700 jobs in Sydney and Melbourne’,
www.abc.net.au, 23 June 2020.

Resources
Resourceseses
Weblinks The Iconic
Red Balloon
Amazon
KEY IDEAS
• Place or distribution are activities that make products available to customers when and where they want to
purchase them.
• Channels of distribution or marketing channels are the routes taken to get the product from the factory to the
customer.
• The four most commonly used channels of distribution are:
• producer to customer
• producer to retailer to customer
• producer to wholesaler to retailer to customer
• producer to agent to wholesaler to retailer to customer.
• Non-store retailing is retailing activity conducted away from the traditional store, including
• Market coverage refers to the number of outlets a firm chooses for its product.
• A business can decide to cover the market in one of three ways:
• intensive distribution: when the business wishes to saturate the market with its product
• selective distribution: using only a moderate proportion of all possible outlets
• exclusive distribution: only one retail outlet for a product in a large geographic area.
• Physical distribution is all those activities concerned with the efficient movement of the products from the
producer to the customer.
• Physical distribution issues include:
• transport: this refers to the efficient movement of a product from the manufacturer to the customer
• warehousing: a set of activities involved in receiving, storing and dispatching goods
• inventory: developing a system that maintains quantities and varieties of products appropriate for
the target market.
10.7 Activities
Select your pathway

1, 2, 5, 9 3, 7, 10, 12, 14 4, 6, 8, 11, 13
10.7 Exercise
Revision
1. Define the term ‘place’.
2. Clarify the importance of distribution in the marketing process.

3. Propose a distribution channel for the sale of:
a. a daily newspaper
b. a washing machine
c. an imported motor vehicle
d. office furniture.
4. Traditional shopping transactions involve a number of organisations in the supply chain: producer to
warehouse to wholesaler to retailer to consumer. Create a flowchart to show how an e-commerce transaction
could take place.
5. In small groups, use the brainstorm technique to identify the advantages and disadvantages to a business of
selling via the internet. Select a spokesperson to share the group’s comments with the rest of the class.
6. From the following products, determine those that are intensively, selectively or exclusively distributed.
a. Coca-Cola
b. Ferrari motor vehicles
c. Billabong clothing
d. Streets ice-cream
e. Samsung televisions
f. Rare coins
7. Why would a business select an exclusive rather than an intensive distribution strategy?
8. Determine which method of transportation would be most appropriate for the following products: road, rail,
air or boat. Justify your answer.
a. Coal to Japan
b. Wheat to the silo
c. Sheep to the market
d. Fresh fruit to Tokyo
e. Iron ore from the mine to the port
f. Pepsi to the supermarket
9. Identify the activities involved in warehousing.
Read the ‘Woolworths warehouse automation’ case study and answer questions 10 to 12.
10. Discuss the impact of the new automated warehousing for Woolworths.
11. Predict the impact the automated warehouses will have on customers.
12. How will these new warehouses help Woolworths cut costs?
Extension
13. Investigate the operation of an online retailer (e-tailer) such as The Iconic, Red Balloon or Amazon. Evaluate
the site visited, reporting on:
a. ease of navigation
b. layout of the home page
c. methods of payment
d. ease of product selection
e. return and refund policy
f. delivery charges and options.
14. a. ‘Holding either too little or too much stock is to be avoided.’ Discuss.
b. Propose a system a business can adopt to prevent either situation.
10.7 Exam questions
Question 1 (1 mark)
A bakery produces organic bread that is sold in health food stores.
Which is the most appropriate channel choice for this product?

A. Exclusive
B. Extensive
C. Intensive
D. Selective

Question 2 (1 mark)
A manufacturer sells her organic meals only to major supermarkets.
Which distribution channel has the manufacturer chosen?

A. Exclusive
B. Intensive
C. Selective
D. Warehousing
Source: HSC 2016 Business Studies Exam, Section II, Q22c
A business develops video games. It had three different games for sale last year. The table shows forecast and
actual sales for each game.
Forecast sales ($) Actual sales ($)

Game A 500 000 495 000
Game B 200 000 100 000
Game C 300 000 800 000
With reference to the information, recommend a strategy for distributing game C.
Source: HSC 2015 Business Studies Exam, Section II, Q21a & b
A producer of gourmet ice-creams chooses selective distribution for her products.
a. Why might the producer have chosen selective distribution for her products? (2 marks)
b. Outline ONE physical distribution issue that will need to be considered. (2 marks)
Question 5 (1 mark)
A business has shifted from intensive distribution to more selective distribution.
What is the most likely reason for this?

A. To increase market share
B. To decrease personal selling strategies
C. To reposition products as higher quality
D. To expand the number of intermediaries

10.8 People, processes and physical evidence
SYLLABUS LINK In this subtopic you will learn about people, processes and physical evidence.
So far we have discussed the four Ps of the marketing mix, which is considered the basic cornerstone of
marketing. This traditional approach was developed in the age of marketing dominated by the rapid growth
in manufacturing during the 1950s to 1960s. Consequently, these four Ps are considered appropriate for
tangible products (goods) such as clothing, electronic appliances, perfumes and motor vehicles. However, as
the service sector within the economy expanded, this traditional approach to marketing was viewed as somewhat
outdated.Therefore, three more Ps have been added — people, processes and physical evidence (see
figure 10.31) — which apply especially to intangible products (services) such as tourism, entertainment and
hospitality.
These three more Ps, when combined with the original four Ps, create the extended marketing mix. Extending
the marketing mix by adding people, processes and physical evidence to the usual 4Ps connects the marketing
function much closer to both human resource management and operations, thus illustrating the interdependence
between these functions.
BizFACT
It is important to acknowledge that even goods have a service component surrounding them such as after-sales
service.
FIGURE 10.31 The three extra Ps of the extended marketing mix. Although the three Ps’ role in the success of the
marketing process may not be as obvious as that of the original four Ps, they play an unassuming yet important
role in ensuring the success of the product.
The 3Ps applicable

for services
Physical
People Processes
evidence
10.8.1 People
The people element refers to the quality of interaction between the customer and extended marketing mix the
combination of people, processes
those within the business who will deliver the service. All the people involved in the and physical evidence with the four
business can have an impact on the marketing mix. It is therefore important that main elements of the marketing mix
businesses recruit the right workers and then train them appropriately on how to people the people element refers
perform the service and leave a good impression. to the quality of interaction between
the customer and those within the
business who will deliver the service

Consumers base their perceptions and make
FIGURE 10.32 A study by KPMG in 2019 surveyed more
judgements about a business based on how
than 2500 Australian consumers about their interactions with
the employees treat them. For example, in a over 100 brands. Their report found that the 50 companies
hotel or restaurant, the employees are actively that offered the best customer service enjoyed 54 per cent
involved in delivering the marketing message greater revenue growth and 202 per cent greater profitability
because they are the ‘human face’ of the than the worst performing companies studied. Singapore
business. How the staff speak to customers, Airlines was recognised two years in a row as the country’s
deal with enquiries and handle complaints top customer service provider.
are all part of the marketing experience and
of critical importance. Consequently, it is vital
that owners and managers establish a culture of
customer focus and put it into practice.
A culture that has evolved to include poor
practices or indifferent service can be a disaster
for marketing, so it is important that leaders
in the business set the standard, and ensure it
is followed. All business owners want their
business name, products and brand to have
the highest possible reputation. Maintaining
this reputation is in the hands of the staff. It is
essential they be trained with the appropriate
skills, be motivated to provide good service,
and have a positive attitude towards the products
they are selling.
People are the most important element in any service or experience. The interaction between the employees,
especially frontline or customer service staff, and customers can determine the success of any marketing
campaign.
10.8.2 Processes
When you order a meal from a McDonald’s restaurant it will be delivered within a few minutes. Behind this
efficient delivery system is a set of well-planned and well-organised processes. When employees such as those
at McDonald’s provide a service, they rely on a delivery system — a set of processes — to perform their task.
Processes refers to the flow of activities that a business will follow in its delivery of a service. This may relate to
the actual delivery of the product, or how the customer finds out about the product, selects it and then makes
their purchase. All businesses set up operating systems and processes as part of the way they do business.
Businesses need to ensure that their processes and procedures are customer-friendly and that they satisfy
customer needs.
Consider all the processes involved in booking a flight online. The airline’s website is used to enter the details.
A confirmation email will be automatically generated providing a booking reference. An electronic boarding
pass can be downloaded and printed. A day prior to the flight, a seating allocation can be done online. The
delivery system that allows this to happen is part of the process element of marketing.
The total purchasing experience is important in achieving customer satisfaction. Do
processes refers to the flow
customers have to wait a long time to be served? Are there long queues at checkouts? of activities that a business will
Can goods ordered online be guaranteed delivery within a reasonable time? Are follow in its delivery of a service
invoices correct? All these questions relate to the processes and systems used by the
business in carrying out its operations.

Customers will often want access to a variety of payment methods, such as cash, EFTPOS, PayPass or PayWave,
or credit cards, as well as deferred payments such as lay-by and Afterpay. Ensuring all these processes are
available and working efficiently will enhance the marketing of the business. Even simple things such as
answering a telephone promptly, having a reliable message system, and responding to messages within a
reasonable time can be process issues that can make a difference between gaining or losing a customer.
All systems and processes need to be designed to maximise the benefit for the customer, not just for the
convenience of the business or its staff.
BizFACT
Convenient methods of payment, such as PayPass, PayWave or Afterpay provide an efficient process to assist in
the marketing strategy.
10.8.3 Physical evidence

Imagine you go to a restaurant. You are very satisfied with the product, price, people and process, but the cutlery
was dirty, the chairs were uncomfortable and the menu was difficult to read. You would probably not eat there
again because of this physical evidence. Physical evidence refers to everything that the customer sees when
interacting with a business. This could refer to the physical environment experienced by the customer or the
materials needed to carry out the service such as signage, business logo or brochures.
Customers make judgements about
FIGURE 10.33 Review websites can provide evidence that may
the business based on these features.
influence potential customers.
Essentially, physical evidence can
assist a business with positioning its
brand and attracting its target market.
Unlike tangible goods, it is difficult
for a business’s marketing services to
provide customers with a ‘try before you
buy’ sample unless a free trial is offered.
Customers initially buy services on trust
and they make judgements about the
business based on the physical evidence.
Consequently, a business should provide
high-quality physical evidence to create
an image of value and excellence.
Physical evidence also refers to the
physical state of the business premises,
and the physical state of a website or
online presence. A clean and well-presented location can be reassuring to the customer that high standards are
observed, while an untidy or dirty premises does not inspire such confidence. The state of the online presence
is also important. A website that is simple to navigate, with clear links to different products, as well as clear
contact details and a secure ordering system, will always win over a website that is messy and hard to navigate.
Providing access to feedback from customers can also be a way of providing physical evidence to potential
customers. The hospitality industry now has a number of review websites such as Zomato and Gourmet
Traveller, and holiday destinations and accommodation are regularly reviewed on
sites such as TripAdvisor. Encouraging satisfied customers to use independent physical evidence everything that
the customer sees when interacting
review websites can provide valuable evidence that can influence the decisions with a business
made by potential customers (see figure 10.33).

SNAPSHOT
Case study: PACK & SEND — people, processes and physical evidence
PACK & SEND is Australia’s leading and most recognised parcel
courier and freight delivery reseller.
CEO and founder Michael Paul established the company with his wife
in 1993 after noticing that businesses and consumers were looking
for one-stop-shop solutions for sending anything, anywhere — that
also included a convenient packaging service. The three extra Ps of the extended marketing mix have played
a crucial role in the success of this business; so much so, that two of them have become part of their five core
values guiding their actions and decisions in striving to achieve their purpose. One of their core values is:
People are the cornerstone of our success
We promote an environment of teamwork, mutual respect and growth in learning and personal
development.
We recognise that the company’s success depends upon the initiative taken individually and the ability to
work as a team. Therefore, we believe in recruiting quality people, mentoring and training for performance,
engaging them with the brand values, listening for feedback and leading with integrity.
Michael Paul considers internal factors, such as business culture and employees, to be the key difference
between successful businesses. He believes it is important that the management team nurture a culture that
truly values people, regardless of their position, because a supportive team culture can be one of the company’s
greatest strengths. This culture will help align all the stakeholders around the vision, mission and values of the
brand.
Another one of PACK & SEND’s core values, which relates to ‘processes’ is:
Systems are the foundation of great organisations
We believe the true product of our business is not what we sell but how we sell it. That is, the true product
of our business is the business itself — the systems.
We recognise that the success of our organisation is dependent on all people in the business following a
system. Therefore, we believe in the systemisation of all areas of our business for uniform application
across our network — so that we can achieve higher productivity and customers can always experience a
consistent superior service.
PACK & SEND operates an international franchise model. Systemisation is therefore very important because at
the core of a franchise’s success is a tried, tested, and perfected system that can then be duplicated over and
over again. ‘Systemising helps a franchisor keep track of metrics and identify what works and what doesn’t,
enabling them to pinpoint the areas in which it makes strategic sense to invest more. Systemisation is also
essential to create a business model that is a format for success which of course improves many processes such
as employee training and allows new franchisees to easily pick up where their predecessors left off.’
The variety of processes PACK & SEND have established in the delivery of their services contribute to the aim to
always satisfy customer’s needs. PACK & SEND are the only couriering and logistics company where customers
can engage with the brand via three channels: by visiting one of their 100+ retail service centres, phoning the
company’s call centre or online.
In relation to ‘physical evidence’, even though the company offers an online booking system, they still advocate
physical points-of-presence with more than 100 retail service centres in Australia, New Zealand and the United
Kingdom. The company feels that these service centres play a big part in improving delivery services for
e-commerce customers. ‘Important e-commerce solutions like convenient product returns, alternate delivery
points and convenient parcel drop-off points are all logistics services that are reliant on a national retail footprint.
While it’s true that most people have been keen adopters of the Internet, there’s nothing like being able to walk
into a store and have a conversation with someone. Physical retail spaces offer convenience, multisensory
consumer experiences (the desire to see, touch and feel products), personal consultancy and a friendly face on
the other side of the counter.’

KEY IDEAS
• Three more Ps have been added that apply especially to intangible products (services): people, processes
and physical evidence.
• The people element refers to the quality of interaction between the customer and those within the business
who will deliver the service.
• Consumers base their perceptions and make judgements about a business based on how the employees
treat them.
• Processes refers to the flow of activities that a business will follow in its delivery of a service.
• Without a tangible product, the processes must be highly efficient to achieve customer satisfaction.
• Physical evidence refers to everything that the customer sees when interacting with a business. This could
refer to the physical environment experienced by the customer or the materials needed to carry out the
service such as signage, business logo or brochures.
• A business should provide high-quality physical evidence to create an image of value and excellence.
10.8 Activities
Select your pathway

1, 6, 7, 9, 12, 13 2, 3, 4, 5, 8, 10, 11, 14, 15, 18, 20
16, 17, 19
10.8 Exercise
Revision
1. Identify the three extra Ps of the extended marketing mix.
2. Why is it important to extend the marketing mix in the current business environment?
3. Deduce whether the extension of the marketing mix means that some of the traditional Ps are less
relevant today.
4. Why is a positive culture in a business an important element in marketing?
5. Select which of the traditional Ps of the marketing mix you consider most likely associated with customer
service. Justify your answer.
6. Think of a business where the ‘people’ element was outstanding. Clarify what made the interaction so
positive.
7. Define the term ‘processes’.
8. Investigate the main processes involved with the following businesses: (a) M and S Davidson Accountant,
(b) Billabong cafe, (c) Theatre Royal, (d) Excelsior Hotel.
9. Identify six elements an airline could use as physical evidence to create a positive image.
10. Why is it important for a business to display favourable physical evidence?
11. How can staff in a business contribute to the positive marketing of the business?
12. Outline two reasons why physical evidence is an important part of the marketing mix.
13. Identify two examples of systems and processes that could be used to market a business.
14. An online business sends an email to all customers after goods have been delivered to their homes. This
email directs the customers to a survey website where they are invited to rate the quality of the service they
received from the business. Explain how this business is making use of ‘physical evidence’ as part of its
marketing mix.

Read the ‘PACK & SEND — people, processes and physical evidence’ case study and answer
questions 15 to 17.
15. How do PACK & SEND look after their ‘people’?
16. Why is systemisation so important to PACK & SEND?
17. To what extent are physical points-of-presence important for online businesses?
Extension
18. In small groups, use the brainstorm technique to determine the (a) people and (b) processes involved in a
business that offers inclusive tours of Europe.
19. Recommend a set of five processes a business would need to adopt to resolve issues when customers
complain about a faulty product.
20. ‘Most goods have a service component surrounding them. Consequently, businesses selling goods such as
motor vehicles or electrical appliances must take into consideration the extended marketing mix.’ Evaluate
the accuracy of this statement. Provide examples in your answer.
10.8 Exam questions
Question 1 (1 mark)
Staff members at VAL’s vegan restaurant wear uniforms with a large letter V on them. They are expected to greet
customers with a smile and clean up any spills immediately.
Which element of the marketing strategy are these requirements an example of?
A. Packaging
B. Positioning
C. Promotion mix
D. Physical evidence
Question 2 (1 mark)
Abdulla has a staff that has experience in dealing with all types of customers. Her strategy is that staff must
provide a positive experience for customers. Which marketing strategy best describes Abdulla’s actions?
A. Physical evidence
B. People
C. Promotion
D. Channel choice
Question 3 (1 mark)
A dentist posts out reminders to her patients. Which marketing strategy is the dentist using?
A. Processes
B. Physical evidence
C. People
D. Distribution
Question 4 (1 mark)
Ben and Stuart have re-modelled the interior of their clothing shop. It is now a very modern shop with references
to men’s style around the walls. Ben and Stuart say they are building the customers’ expectations of the clothes
they sell and the service they provide. Which marketing strategy best describes this action?
A. Processes
B. People
C. Physical evidence
D. Product

10.9 E-marketing
SYLLABUS LINK In this subtopic you will learn about e-marketing as a marketing strategy.
Technology has driven the push

FIGURE 10.34 Australians spent $29.7 billion on online shopping in
to market products to customers
2020. There has been an increase in online shopping as consumers
worldwide. Businesses now have access
changed their purchasing behaviour and retailers increased
to global markets through setting up their online capabilities in response to the COVID-19 pandemic.
websites that can promote products and Approximately 80.8 per cent of people in Australia were shopping
then dispatch them to the other side of online and very soon one out of every ten items will be purchased
the globe within 24 hours of ordering. off e-commerce stores.
With rapid changes in electronic
communication and the development
of the ‘information superhighway’,
marketers are beginning to exploit all
types of e-marketing. E-marketing
(electronic marketing) is the practice of
using the internet to perform marketing
activities.
Recent surveys have shown that
Australian businesses, especially
retailers, have been slow to adopt
e-marketing, with many offering product
information, but no opportunity for
customers to actually purchase online.
While 71 per cent of Australians
use social media, only 51 per cent of SMEs have a social media presence. In addition, the majority of small
businesses in Australia do not have a website — 59 per cent to be exact.
In this new digital age, when most people search and shop online for the products and services they want,
businesses need to realise that traditional marketing methods alone are no longer enough. If a business wants to
be successful, they need to be where the customer is; if not, they’re missing the boat. The big risk for Australian
businesses is that consumers seeking the convenience of online shopping will purchase from overseas retailers
and completely bypass local businesses.
BizFACT
The terms internet marketing, web marketing and online marketing are frequently interchanged and can often be
considered synonymous.
10.9.1 E-marketing technologies

The main technologies presently available for e-marketing include web pages, e-marketing (electronic marketing)
the practice of using the internet to
podcasts, electronic messages, blogs, location-based marketing and social media perform marketing activities
advertising.

Web pages
A web page conveys information in the form of a
FIGURE 10.35 A recent study by GoDaddy has
combination of text, graphics, animation and video.
revealed that the majority (59 per cent) of small
A number of related web pages linked together form a businesses in Australia do not have a website.
website. When searching for the website of a particular The main reasons survey participants gave for not
business, the user will normally be directed first to that having a website were: that they felt their business
business’s home page. This contains basic information was too small (44 per cent); because it is too
about the business and a number of links to other web expensive (30 per cent); and because they don’t
pages within the website that can provide detailed have the time to build or manage one (17 per cent).
information about the location of the business premises
(including maps and photographs), available products
and online ordering facilities. A well-designed home
page is a powerful marketing tool.
Podcasts
Podcasting involves the distribution of digital audio or
video files over the internet. As a general rule, a podcast
is directed to a number of users who subscribe to that
particular podcasting service, and who receive regular
updates.
Business’s main use of podcasts is for marketing and advertising purposes. Many independent podcasters sell
advertising time in the same way as commercial radio stations. If a particular podcast is aimed at the same
audience as the target customers of a business, podcast advertising can be a very effective way of reaching
those customers. For example, a sporting goods store may choose to advertise through a podcaster aiming at
triathletes; a specialist food store owner could look at advertising on a podcast aimed at vegetarians and vegans.
Electronic messages
A commercial electronic message is any electronic message (such as email, SMS, MMS or instant message) that
offers, advertises or promotes a business, good or service. For example, businesses can use this method to send a
newsletter, promote a sale or send a coupon to loyal customers for a discount.
SMS has distinct advantages over email in that messages are delivered automatically to one or more recipients
without the need for them to dial in or log on. Text messages can also be used to alert regular customers of any
special deals on offer and notify suppliers of the arrival of a goods shipment.
Blogs
A blog is an online diary or journal. It is usually possible to add comments, ask questions, provide feedback or
share opinions on a blog. A business can use blogs in a number of ways.
Many businesses set up external blogs, which allow for communication between the business and its existing and
potential customers. A blog of this type can be used to announce new products or changes in trading hours, and
to gather feedback and comments from a variety of stakeholders. As a public relations exercise, an external blog
can have the following advantages for a business:
1. It allows the business owner and employees to establish a reputation for expertise, by providing
detailed information on products and services.
2. New ideas for products and services can be put to the public to gain comment podcasting the distribution of
digital audio or video files over the
and feedback.
internet
3. A blog by its nature is informal, so it can present a human face to the public blog an online journal that can be
and build trust with customers. added to by readers

Location-based marketing
The ability for mobile devices to track
FIGURE 10.36 A popular example of location-based
and report a person’s location has enabled
marketing is geotargeting. Geotargeting is based off
businesses to tailor marketing messages IP addresses. Every connected device has a unique IP
based on a person’s location. Location- address, making it identifiable. Device IP addresses can
based marketing allows businesses to adapt then be matched to determine where users are located.
and deliver targeted marketing messages to For example, Google search results — if you search ‘coffee
customers based on where they are located shops’, Google will use location data based on the IP
through mobile devices. By knowing where address of the device you are searching from to return
consumers are, brands are able to tap into information on coffee shops in your area.
daily habits and encourage consumers with
relevant offers and messages based on their
location. Customers receive these marketing
messages by using their mobile to search for
local businesses on the internet or ‘check
in’ to a particular place through an online
location-based service.
Social media advertising (SMA)

Over the past few years, businesses have been
increasingly using social media to advertise
their products. Businesses are becoming
increasingly aware that social media advertising
(SMA) can have positive results, especially when
used in combination with traditional advertising
methods. The main advantages of SMA are that it is:
• inexpensive in comparison to traditional advertising methods
• easy to use and monitor
• an effective method to gain exposure
• possible for marketers to accurately measure the reach (the number of people exposed to the
message) and frequency (the average number of times someone is exposed) of SMA.
However, the main disadvantage of SMA is that marketers do not have complete control over what online
consumers write about the business. Users have the freedom to discuss, review, criticise and even ridicule a
product or a specific business.
The reason for this not-so-quiet revolution in marketing and advertising is that social media advertising (SMA)
a form of online advertising using
marketers realise they must go to where the customers are to be found. Facebook,
social media platforms such as
for example, has over 2.89 billion monthly users. Facebook, YouTube and Twitter
to deliver targeted commercial
In the early days, online advertising was very much like an outdoor billboard. Now, messages to potential customers
due to the rapid advances in technology, SMA is more engaging and inclusive. reach the number of people
Businesses are getting customers they have reached via a social network platform to, in exposed to the message of an
advertisement
turn, reach out to other potential customers. Online customers are not simply being
frequency the average number of
targeted for advertising; in many cases they are contributors in the creation and times someone is exposed to the
distribution of advertising. In this way, the SMA enables businesses to constantly message of an advertisement
build relationships with their customers (see the following case study)

SNAPSHOT
Case study: Social media advertising — #MesCheveux
After gaining seventeen years’ experience in
the hairdressing industry and establishing a
great reputation through working at prestigious
salons, Charlie Helou decided to take the risk
and start his own salon, Mes Cheveux, in 2015
with business partner Josephine Staltari.
With high-quality products, modern facilities

and highly skilled and creative professionals,
Mes Cheveux has positioned itself as a five-
star luxurious salon in the Parramatta area.
Being in the establishment phase, the owners
didn’t have a lot of funds to spend on marketing
and so they came to rely on social media
advertising.
Mes Cheveux has a vibrant social media

presence on Instagram and Facebook. Since
hairdressing is a visual industry, social media is the perfect platform for the salon to ‘show off’ their work as well
as their exclusive products and services. ‘This is probably the main way we use social media: to showcase what
our talented stylists can do. We often post before-and-after pictures of our client’s new hairstyles. Not only is this
proof of what we do, but if the customer shares those photos with their own personal networks, this generates
greater exposure for our business.’ Social media has also changed the requests they get from clients. ‘Many
clients refer to some of our posts for inspiration on their cut, colour or style and come in already knowing what
they want done.’
Being in a prime location in Westfield Parramatta, the salon gets a lot of business from passing trade.
However, Charlie has found that a large percentage of new business has been generated from social media.
‘Salon testimonials and reviews are a great way to attract brand new clients to the salon. Word of mouth
recommendations through social media are an effective way of building brand awareness and increasing new
client patronage.’
Social media is a powerful marketing tool that has allowed them to ‘chat’ with customers even after they’ve left
the salon. ‘We can show customers new things around the salon, remind them to use certain products, send
warm wishes on special occasions and of course show everyone our work!’ Charlie receives many enquiries
through social media outside their opening hours, which he always makes sure he responds to in a timely
manner.
Charlie also uses social media as a research tool. He currently follows industry leaders, fashion houses and other
stylists. Social media platforms have enabled him to keep up with the latest industry trends, be inspired by other
hairdressers’ creativity and keep an eye on what their competition is doing.
‘Two of the best things about social media is that it’s not an expensive form of marketing and it’s simple to use
— it requires only a small amount of attention each day to create a loyal brand following. Social media is a great
way to engage with our local community as well as current and potential customers and spread more awareness
about our salon.’

FIGURE 10.37 In 2019 Dove launched a campaign called Project #ShowUS. According to Dove, 70 per cent
of women don’t feel represented in media and advertising. The campaign involved creating the world’s largest
photo library created by women and non-binary individuals to shatter beauty stereotypes. The project aimed to
showcase unfiltered beauty and a more inclusive approach to what beauty looks like. With over 1 000 000 uses
of the hashtag and 13 000 images in the photo library, this campaign demonstrates how brands can use online
forums to create positive changes.
BizFACT
Facebook and Google are set to continue their dominance of the global digital advertising market. Google
made over US$134 billion in revenue from digital advertising in 2019 and Facebook made over US$31 billion.
Combined, that equates to almost half of the world’s total digital ad spend.
Of course, as with traditional advertising, SMA raises concerns including issues of privacy, accuracy, honesty
and consumer trust. A number of legal issues are presently evolving, such as establishing age limits for users —
Facebook and YouTube specifically prohibit use by children under the age of 13 — and the proliferation of fake
and unofficial ‘fan pages’.
It is expected that SMA will expand rapidly over the next few years as new, highly interactive mobile platforms
and networks increasingly gain consumer acceptance.

KEY IDEAS
• With rapid changes in electronic communication, marketers are beginning to exploit all types of
e-marketing.
• E-marketing is the practice of using the internet to perform marketing activities.
• Technology not only provides a faster, more efficient way of doing business, it can also be a very effective
way of attracting new customers.
• The main technologies presently available for e-marketing include web pages, podcasts, electronic messages
(email and SMS), blogs, location-based marketing and social media advertising.
• A web page is a powerful marketing tool that conveys information in the form of a combination of text,
graphics, animation and video.
• Location-based marketing allows businesses to adapt and deliver targeted marketing messages to customers
based on where they are located through mobile devices.
• A commercial electronic message is any electronic message (such as email, SMS, MMS or instant message)
that offers, advertises or promotes a business, good or service.
• Many businesses set up external blogs, which allow for communication between the business and its existing
and potential customers.
• The development of social networking sites has made it easier for individuals and businesses to create and
share many different types of content on the web.
• Social media advertising (SMA) is a form of online advertising, using social media platforms such as
Facebook, YouTube and Twitter to deliver targeted commercial messages to potential customers.
• SMA enables businesses to constantly build relationships with their customers.
10.9 Activities
Select your pathway

1, 5, 6, 10 2, 3, 4, 7, 9, 11, 14 8, 12, 13, 15
10.9 Exercise
Revision
1. Define the term ‘e-marketing’.
2. As a class, use the brainstorm technique to propose reasons why (a) large Australian retailers have been slow
to adopt e-marketing and (b) online shopping is very popular with Australian customers.
3. Explain how each of the following could be used in e-marketing.
a. Web pages
b. Email
c. SMS
d. Blogs
e. Location-based marketing
4. Select one of the five technologies listed in question 3, and examine it in more detail using the internet.
Prepare a short report (200–300 words) for presentation to the class. Your report should include:
• origins of the technology
• changes that have occurred in the availability and use of the technology
• examples of e-marketing use by at least two businesses.
5. Define the term ‘social media advertising (SMA)’.

6. a. State the main (i) advantages and (ii) disadvantages of SMA.
b. Justify which you consider to be the more important: the advantages or disadvantages.
7. How does SMA enable businesses to constantly build relationships with their customers?
8. In small groups, use the brainstorm technique to predict the future of SMA.
9. Why are SMEs encouraged to use e-marketing?
Read the ‘Social media advertising — MesCheveux’ case study and answer questions 10 to 12.
10. Outline the positioning of Mes Cheveux.
11. Explain how the salon uses social media.
12. Assess the impact social media advertising has had on Mes Cheveux.
Extension
13. It is clear that e-marketing is growing rapidly, and more and more businesses are embracing it. A successful
online presence goes beyond simply setting up a website. Imagine you are a business consultant and a
number of your clients want assistance with how to operate a successful online business. Create a booklet
that could be used by a number of different types of businesses, and which includes advice on the following:
• setting up, maintaining and improving a website
• promoting the website
• improving online market share
• establishing online payment options.
14. Demonstrate why it is important to preserve confidentiality of customer information gathered through
e-marketing strategies.
15. ‘Technology has opened up a whole new channel for marketers to market products to consumers that they
don’t really need.’ Evaluate the accuracy of this statement.
10.9 Exam questions
Question 1 (1 mark)
An entrepreneur uses social media to sell make-up to her friends and acquaintances.
What marketing strategy is the entrepreneur using?

A. E-marketing
B. Personal selling
C. Product differentiation
D. Intensive channel choice
Question 2 (1 mark)
A business firm has improved the security of its online payment system.
Which aspect of social responsibility is this an example of?

A. E-commerce
B. Quality of working life
C. Ecological sustainability
D. Managing cultural diversity
Sonny has recently joined a removals and transport company. He has the computer skills necessary to help the
business use e-marketing. Outline e-marketing and describe its advantages to this business.

10.10 Global marketing
SYLLABUS LINK In this subtopic you will learn about global marketing, including global branding,
standardisation, customisation, global pricing and competitive positioning.
You will also learn to explain how globalisation has affected marketing management.
A business’s marketing plan must be modified and adapted to suit overseas markets. Within each foreign market,
the business will be faced with a marketing environment and target markets that differ from the domestic scene.
The extended marketing mix needs to be adapted accordingly.
10.10.1 How globalisation has affected marketing management

Many transnational corporations
FIGURE 10.38 Airbnb originally began as a small marketplace for
(TNCs) adopt a global marketing
local community members to list properties as accommodation for
approach that involves developing visitors and guests. By leveraging the right hashtags on social media
marketing strategies as if the entire and investing in a variety of global marketing strategies, Airbnb
globe were one large market — a expanded from a small community in California to over 7 000 000
standardised approach. Alternatively, listings in over 100 000 cities worldwide. Today, Airbnb is available in
some businesses believe the marketing 26 different languages, allowing it to effectively reach users around
mix should be customised to take into the world.
account differences among countries’
cultures, religions and tastes. Despite
the process of globalisation, most
businesses still view overseas markets
as different in some way to domestic
markets. This results in a degree of
uncertainty and increased risk in
developing global marketing strategies.
Irrespective of which approach is
adopted, all businesses marketing
on a global scale need to rely on
market research to understand the
complexities of the global marketing
environment before they can design
the marketing mix. It is essential to
analyse overseas markets to an even
greater depth than is necessary for
domestic markets. Many businesses
have failed because they entered global
markets without first gathering adequate
market intelligence.
What should a business know before it decides to engage in global marketing?
transnational corporations
First, it needs information to make specific marketing decisions, such as the price (TNCs) any businesses that have
to charge, the type of packaging necessary, the distribution channel to use and production facilities in two or
any product characteristics needing modification. Second, information about the more countries and that operate
on a worldwide scale
country’s economic, political, social and cultural features should be gathered.

10.10.2 Global branding
We are surrounded by global products all carrying global brand names. Global branding is the worldwide use
of a name, term, symbol or logo to identify the seller’s products.
Businesses are increasingly using global branding for a number of reasons:
• It can be cost effective because one advertisement can be used in a number of locations.
• It provides a uniform worldwide image.
• The successful brand name can be linked to new products being introduced into the market.
A successful brand is one of the most valuable resources a company has. For example, the value of Apple, Sony,
McDonald’s, Coca-Cola, Mercedes-Benz, Kellogg’s and Nike is indisputable. Global branding equates to global
recognition, irrespective of the language barrier (see figure 10.39).
Once a business has established its name, it will usually attempt to market the brand globally. Often, businesses
will keep their brand name the same across multiple countries. For example, Nike is called Nike across the
globe, and Starbucks coffee shops are always called Starbucks. But sometimes
brands decide to use different names for each territory they enter. A good example global branding the worldwide use
of this is Rexona, an Australian deodorant brand. In the United States, Rexona is of a name, term, symbol or logo to
identify the seller’s products
known as Degree, in the UK it’s called Sure, in Japan and South Korea it’s called
Rexona, and it’s known as Shield in South Africa. But, whatever the name, it always
carries the iconic ‘tick’ logo.
FIGURE 10.39 McDonald’s golden arches are the most recognised symbol in the world; in fact they are more
recognisable than the Christian cross. A survey of people across multiple countries showed that 88 per cent of
people could identify the McDonald’s logo as opposed to only 54 per cent who could name the Christian cross.

BizFACT
Apple’s iPhone is available in over 100 countries and is the same design regardless of region. Apple does not
customise its phones in terms of features and looks; they have a standardised design and the same range of
products for all countries (except for the power source and carrier’s specifics).
10.10.3 Standardisation
As global marketing increases, businesses are faced with a difficulty: should they use a standardised or
customised marketing strategy, or a combination?
A standardised approach is a global marketing strategy that assumes the way the product is used and the
needs it satisfies are the same the world over. Therefore, the marketing mix will be the same in all markets
— a globalisation of the marketing mix. It is a case of ‘one marketing plan fits all’. Examples of standardised
products are electrical equipment, mobile phones, soft drinks, music, cosmetics, movies and fast foods.
This strategy has obvious cost savings for businesses. Production runs can be longer, thereby achieving
economies of scale; research and development costs are reduced; spare parts and after-sales service are
simplified; promotion strategies can be standardised; and any evaluation and modification of the plan is a much
simpler task.
BizFACT
For businesses to succeed overseas, they must appeal to their international consumer base. Ford found that
in Belgium, enticing customers with a dead body in every car wasn’t the best way to make a sale. Hoping to
highlight the cars’ excellent manufacturing, Ford launched an ad campaign that execs thought said, ‘Every car
has a high-quality body’. However, when translated, the slogan read, ‘Every car has a high-quality corpse’ — far
from the image they were hoping to evoke.
10.10.4 Customisation
In spite of the advantages of a standardised approach, when entering an overseas market, many businesses find
it necessary to either modify the existing marketing mix or develop a new one. In doing so, they are adopting a
customised approach. A customised approach (also called a local approach) is a global marketing strategy that
assumes the way the product is used and the needs it satisfies are different between countries.
Adopting this philosophy requires the marketing plan to be customised according to
standardised approach a global
the economic, political and sociocultural characteristics of the target country (see the marketing strategy that assumes
BizFact about PepsiCo.). the way the product is used and
the needs it satisfies are the same
Of course, it is possible for a business to adopt a middle path — that is, a the world over
combination of the two approaches. One company to successfully achieve this is customised approach or local
McDonald’s. Although it has standardised its name, logo, production methods and approach a global marketing
strategy that assumes the way
much of its menu, there are local variations. McDonald’s has the McArabia in the the product is used and the needs
Middle East (a flatbread sandwich), macaroons in France, the McSpaghetti in the it satisfies are different between
Philippines, a green chilli cheeseburger in Mexico and bulgogi burgers in countries
South Korea.

BizFACT
PepsiCo makes local soft drinks like Shani, a blackberry- and currant-flavoured soda, which is popular in the
Middle East during Ramadan, the Muslim holy month.
Over the last decade, as the scale of globalisation has intensified, it has become apparent that the standardisation
approach is being used more frequently than the customised approach.
SNAPSHOT
Case study: IKEA — standardised versus customised marketing
IKEA adopts a partially standardised global marketing
strategy by selling highly standardised products
intended for the global market. While they adopt this
approach toward their products, their main promotional
tool, the IKEA catalogue, is customised to suit different
countries around the world. This is because a kitchen
in Australia, for instance, will look very different to a
kitchen in Japan or Germany.
IKEA showrooms and catalogues display products by

grouping them in actual room settings so that it’s easy
for customers to re-create what they see in their own
home. When designing their catalogues, the furniture
company uses a team of ethnographers to travel across
the globe to see what life is like in each country. Based on this, IKEA drastically changes the room settings to suit
different regions so that their catalogues appeal to the correct audience in each country. They therefore use lots
of different layouts to localise the rooms in their brochures. For example, in the Chinese catalogues, the kitchens
are a lot smaller. In Saudi Arabia, women and girls have been photoshopped out of many catalogues.
10.10.5 Global pricing

One of the major challenges facing transnational corporations is global pricing: how to coordinate their pricing
policy across different countries. It is one of the most critical but complex issues that global businesses have
to deal with because price is the only element of the marketing mix that generates revenue. All other elements
involve costs. Therefore, a business’s global pricing strategy is a major determinant of profits. Accurate pricing
decisions must be made if the business’s overseas expansion is to be successful.
A global business can implement one of three global pricing strategies.
Customised pricing global pricing how businesses

coordinate their pricing policy
Customised pricing occurs whenever consumers in different countries are charged across different countries
different prices for the same product. In determining the price for an overseas market, customised pricing occurs
many global businesses practise the cost-plus method to cover the added costs of whenever consumers in different
countries are charged different
exportation. Such costs include transportation, taxes, warehousing and tariffs. A cost- prices for the same product
plus method to pricing products for global markets is usually the most commonly tariff a tax on an imported product
used method because of the added expense associated with exporting.

Market-customised pricing
This strategy allows for even more flexibility than the customised pricing strategy. Market-customised pricing
sets prices according to local market conditions. To avoid competition from a domestic business, the global
business may need to adopt a market-customised pricing strategy that allows marketers to vary the price
depending on the level of demand and competition within the overseas market. In a competitive market, for
example, the price charged may have to be lower than in a market where the business has a monopoly.
BizFACT
The exchange rate tells us how much a unit of one currency is worth in terms of another. For example,
if A$1 = US$0.70 that means one Australian dollar is worth 70 US cents. Conversely, one US dollar would be
worth A$1.43.
Additionally, the price charged in other countries is also influenced by foreign

market-customised pricing
currency exchange rates (see the BizFact above). Fluctuations in the exchange rate
prices that are set according to
can change the prices charged across countries and are a major risk for global local market conditions
businesses.
FIGURE 10.40 Apple, Microsoft and Adobe, who adopt market-customised pricing for their products, have
faced strong criticism for charging Australians more for music, movies and TV shows. They defended these
higher prices by claiming that every market is different and they have to take into account factors such as freight
charges, local sales taxes, levies, import duties and competition as well as the fact that the entertainment industry
in Australia charges a higher price for media delivered to Australia.

Standard worldwide price
Standardised pricing is the practice of charging customers the same price for a product anywhere in the world.
It will succeed only if the foreign marketing costs remain low enough not to affect overall costs. Two major risks
are associated with this strategy:
1. A domestic business may undercut the standardised price.
2. Changes in the exchange rate may negatively impact on the exported price.
10.10.6 Competitive positioning

Competitive positioning relates to how a business will differentiate its products. It centres on how a business
will carve out a place in the competitive marketing environment. As in a domestic market, a global business
must clearly show how its products are better than the competitors’ products. Without differentiation, it takes
more time, money and effort to encourage potential customers to purchase a business’s products. To differentiate
successfully, and avoid competing on price only — a difficult situation to sustain
over the long term — the business should strive to develop product leadership, standardised pricing the practice
positive customer relationships and operational excellence. of charging customers the same
price for a product anywhere in the
Ultimately, to develop and maintain a competitive position in an increasingly world
challenging environment, businesses must gain a deep understanding of their competitive positioning relates to
dynamic environments in which they operate, and form their strategies according to how a business will differentiate its
products
evolving conditions.
Resources
Resourceseses
Video eLesson Innovation and Smiggle (eles-1053)
Weblink Proctor & Gamble
KEY IDEAS
• A business’s marketing plan must be modified and adapted to suit overseas markets.
• All businesses marketing on a global scale need to rely on market research to understand the complexities of
the global marketing environment before they can design the marketing mix.
• Global branding is the worldwide use of a name, term, symbol or logo to identify the seller’s products.
• A standardised approach is a global marketing strategy that assumes the way the product is used and the
needs it satisfies are the same the world over.
• A customised approach is a global marketing strategy that assumes the way the product is used and the
needs it satisfies are different between countries.
• It is possible for a business to adopt a middle path — that is, a combination of the two approaches.
• Global pricing is how businesses coordinate their pricing policy across different countries.
• Customised pricing occurs whenever consumers in different countries are charged different prices for the
same product.
• Market-customised pricing sets prices according to local market conditions. This strategy allows for even
more flexibility than the customised pricing strategy.
• Standardised pricing is the practice of charging customers the same price for a product anywhere in the
world. It will succeed only if the foreign marketing costs remain low enough not to affect overall costs.
• Competitive positioning relates to how a business will differentiate its products. It centres on how a business
will carve out a place in the competitive marketing environment.

10.10 Activities
Select your pathway

1, 2, 3, 4, 7, 11 5, 6, 8, 9, 10, 12 13, 14, 15
10.10 Exercise
Revision
1. Identify the two approaches a business can take towards its global activities.
2. Recall what a business should know before it decides to engage in global marketing.
3. Define the term ‘global branding’.
4. State the three main reasons why businesses use a global branding strategy.
5. Distinguish between a standardised and customised global marketing strategy. Provide examples in your
answer.
6. Account for why McDonald’s would use a combination of a standardised and a customised marketing
strategy.
7. Summarise the three global pricing methods.
8. Explain which global pricing method you consider to be the most flexible.
9. How does competition in the overseas market affect global pricing?
10. ‘Consumers are not standardised globally; therefore, with global brands, you either get lowest common
denominator advertising or you get advertising that’s right somewhere, but wrong elsewhere.’ Discuss this
statement.
Read the ‘Ikea—standardised versus customised marketing’ case study and answer questions 11 and 12.
11. Identify those aspects of the marketing mix that IKEA standardises and customises.
12. Why does IKEA customise its catalogues?
Extension
13. ‘Standardisation of production is of greater benefit to the producer than the consumer. It allows transnational
conglomerates to treat the world as one single market, irrespective of social and cultural differences.’
Evaluate the accuracy of this statement. Provide examples to support your answer.
14. Proctor & Gamble (P&G) is a large United States company that provides consumer products of more than 80
brands worldwide. Its main products include cleaning products, detergents, pet supplies, and pharmaceutical
and personal care products. Research online and examine its corporate structure. Determine the benefits to
Proctor & Gamble of adopting global business units (GBUs) and market development organisations (MDOs).
15. A manufacturer of shoes has decided to export to China. The marketing manager assumes that with such a
large population a lot of shoes can be sold. Assess whether China might be a good or bad market
opportunity.

10.10 Exam questions

Source: HSC 2020 Business Studies Exam, Section II, Q22
A popular Australian guitar manufacturer is about to enter the US market using a standardised marketing strategy.
a. Clarify the purpose of a SWOT analysis for this business. (3 marks)
b. Recommend a pricing method this business could adopt for the US market. (3 marks)
c. Justify this business’s decision to adopt a standardised marketing strategy (4 marks)

Source: HSC 2018 Business Studies Exam, Section IV, Q27
Explain the influence of globalisation on the interaction of price and quality.
Question 3 (1 mark)
Why might a business adopt a standardised global approach to marketing?
A. To cater for local tastes
B. To minimise risk by hedging
C. To increase market segmentation
D. To take advantage of economies of scale
Question 4 (1 mark)
An Australian business sells its Bonza Pies in both Australia and China. Bonza Pies sold in China are made to a
different recipe.
A. Customisation and hedging
B. Global pricing and standardisation
C. Customisation and global branding
D. Global branding and standardisation
Source: HSC 2012 Business Studies Exam, Section II, Q23a
XYZ Ltd produces sports shoes which are worn by elite athletes and the general public in North America. XYZ Ltd
is keen to expand into Europe and Asia.
What is ONE possible benefit to XYZ Ltd of using global branding as a marketing strategy?

10.11 Review
10.11.1 Summary
Market segmentation
• The main goal of a marketing manager is to develop and maintain a mix of marketing strategies that
matches the needs of customers in the target market.
• Marketing segmentation involves dividing the total market into segments.
• A business selects one of these segments to become the target market.
• The ultimate aim of market segmentation is to increase sales, market share and profits by better
understanding and responding to the desires of the different target customers.
• The consumer market can be segmented according to four main variables:
• demographic — features of a population
• geographic — urban, regional and rural locations
• psychographic — personality characteristics
• behavioural — customers’ relationship to the product.
Product and service differentiation and positioning

• Product/service differentiation, in its broadest sense, is the process of developing and promoting differences
between the business’s products or services and those of its competitors.
• Four important points of differentiation are customer service, environmental concerns, convenience, and
social and ethical issues.
• Product positioning refers to the technique in which marketers try to create an image or identity for a
product/service compared with the image of competing products/services.
Products — goods and services

• A product is a good or service that can be offered in an exchange for the purpose of satisfying a need
or want.
• Most products are combinations of tangible and intangible benefits — the total product concept.
• With mass-produced products, competition is often based on the differences in the intangible benefits.
• A brand is a name, term, symbol, design or any combination of these things that identifies a specific
product and distinguishes it from its competition.
• A brand name is that part of the brand that can be spoken.
• Logos can be categorised into five basic types: brandmark logos, wordmark logos, lettermark logos,
combination mark logos and emblems.
• To guard against other businesses using its brand name or symbol, a business can apply to have the name
registered.
• Manufacturer’s or national brands are those owned by a manufacturer.
• A private or house brand is one that is owned by a retailer or wholesaler.
• Generic brands are products with no brand name at all.
• To assist sales, the packaging of a product is sometimes as important as the product itself.
• Marketers can use labels to promote other products or to encourage proper use of products and therefore
greater consumer satisfaction with products.
Price
• Price refers to the amount of money a customer is prepared to offer in exchange for a product.
• There are three main pricing methods:
• Cost-based (mark-up) pricing is a pricing method derived from the cost of producing or purchasing a
product and then adding a mark-up.
• Market-based pricing is a method of setting prices according to the interaction between the levels of
supply and demand.

• Competition-based pricing is where the price covers costs (cost of raw materials and the cost of
operating the business) and is comparable to competitors’ prices. A business can select a price that is
below, equal to or above those of competitors.
• Once the basic price has been set using the preferred pricing method, the business then fine-tunes this price
in line with its pricing strategy.
• The four main pricing strategies include:
• price skimming, which occurs when a business charges the highest possible price for the product during
the introduction stage of its life cycle
• price penetration, which occurs when a business charges the lowest price possible for a product or
service to achieve a large market share
• loss leader, which is a product sold at or below cost price. Although the business makes a loss on this
product, it hopes that the extra customers will buy other products as well.
• price points (or price lining), which is selling products only at certain predetermined prices.
• Normally, products of superior quality are sold at higher prices.
• Prestige or premium pricing is a pricing strategy where a high price is charged to give the product an aura
of quality and status.
Promotion
• Promotion describes the methods used by a business to inform, persuade and remind a target market about
its products.
• Promotion mix is the various promotion methods — advertising, personal selling and relationship
marketing, sales promotions, and publicity and public relations — a business uses in its promotional
campaign.
• Advertising is a paid, non-personal message communicated through a mass medium. The purpose of
advertising is to inform, persuade and remind.
• Personal selling involves the activities of a sales representative directed to a customer in an attempt to make
a sale.
• Relationship marketing is the development of long-term and cost-effective relationships with individual
customers.
• Sales promotion is the use of activities or materials as direct inducements to customers.
• Publicity is any free news story about a business’s products.
• Public relations (PR) are those activities aimed at creating and maintaining favourable relations between a
business and its customers.
• Marketing managers can use a variety of channels to deliver a message including print and electronic media
advertising.
• Often customers may be more willing to purchase a product if the message comes via a respected and
• An opinion leader is a person who influences others and whose opinions are respected.
• Word-of-mouth communication occurs when people influence each other during conversations.
• It’s important for businesses to use a mix of the promotional strategies in order to meet the different needs
of their target market.
Place and distribution

• Place or distribution are activities that make products available to customers when and where they want to
purchase them.
• Channels of distribution or marketing channels are the routes taken to get the product from the factory to
the customer.
• The four most commonly used channels of distribution are:
• producer to customer
• producer to retailer to customer
• producer to wholesaler to retailer to customer
• producer to agent to wholesaler to retailer to customer.

• Non-store retailing is retailing activity conducted away from the traditional store, including
• Market coverage refers to the number of outlets a firm chooses for its product.
• A business can decide to cover the market in one of three ways:
•intensive distribution: when the business wishes to saturate the market with its product
•selective distribution: using only a moderate proportion of all possible outlets
• exclusive distribution: only one retail outlet for a product in a large geographic area.
• Physical distribution is all those activities concerned with the efficient movement of the products from the
producer to the customer.
• Physical distribution issues include:
• transport: this refers to the efficient movement of a product from the manufacturer to the customer
• warehousing: a set of activities involved in receiving, storing and dispatching goods
• inventory: developing a system that maintains quantities and varieties of products appropriate for the
target market.
People, processes and physical evidence

• Three more Ps have been added that apply especially to intangible products (services): people, processes
and physical evidence.
• The people element refers to the quality of interaction between the customer and those within the business
who will deliver the service.
• Consumers base their perceptions and make judgements about a business based on how the employees treat
them.
• Processes refers to the flow of activities that a business will follow in its delivery of a service.
• Without a tangible product, the processes must be highly efficient to achieve customer satisfaction.
• Physical evidence refers to everything that the customer sees when interacting with a business. This could
refer to the physical environment experienced by the customer or the materials needed to carry out the
service such as signage, business logo or brochures.
• A business should provide high-quality physical evidence to create an image of value and excellence.
E-marketing
• With rapid changes in electronic communication, marketers are beginning to exploit all types of
e-marketing.
• E-marketing is the practice of using the internet to perform marketing activities.
• Technology not only provides a faster, more efficient way of doing business, it can also be a very effective
way of attracting new customers.
• The main technologies presently available for e-marketing include web pages, podcasts, electronic
messages (email and SMS), blogs, location-based marketing and social media advertising.
• A web page is a powerful marketing tool that conveys information in the form of a combination of text,
graphics, animation and video.
• Location-based marketing allows businesses to adapt and deliver targeted marketing messages to customers
based on where they are located through mobile devices.
• A commercial electronic message is any electronic message (such as email, SMS, MMS or instant
message) that offers, advertises or promotes a business, good or service.
• Many businesses set up external blogs, which allow for communication between the business and its
existing and potential customers.
• The development of social networking sites has made it easier for individuals and businesses to create and
share many different types of content on the web.
• Social media advertising (SMA) is a form of online advertising, using social media platforms such as
Facebook, YouTube and Twitter to deliver targeted commercial messages to potential customers.
• SMA enables businesses to constantly build relationships with their customers.

Global marketing
• A business’s marketing plan must be modified and adapted to suit overseas markets.
• All businesses marketing on a global scale need to rely on market research to understand the complexities
of the global marketing environment before they can design the marketing mix.
• Global branding is the worldwide use of a name, term, symbol or logo to identify the seller’s products.
• A standardised approach is a global marketing strategy that assumes the way the product is used and the
needs it satisfies are the same the world over.
• A customised approach is a global marketing strategy that assumes the way the product is used and the
needs it satisfies are different between countries.
• It is possible for a business to adopt a middle path — that is, a combination of the two approaches.
• Global pricing is how businesses coordinate their pricing policy across different countries.
• Customised pricing occurs whenever consumers in different countries are charged different prices for the
same product.
• Market-customised pricing sets prices according to local market conditions. This strategy allows for even
more flexibility than the customised pricing strategy.
• Standardised pricing is the practice of charging customers the same price for a product anywhere in the
world. It will succeed only if the foreign marketing costs remain low enough not to affect overall costs.
• Competitive positioning relates to how a business will differentiate its products. It centres on how a
business will carve out a place in the competitive marketing environment.
10.11.2 Key terms

advertising media refers to the many forms of communication used to reach an audience
behavioural segmentation the process of dividing the total market according to the customers’ relationship to
the product
blog an online journal that can be added to by readers
brand a name, term, symbol, design or any combination of these that identifies a specific product and
distinguishes it from its competition
brand name that part of the brand that can be spoken
brand symbol or logo a graphic representation that identifies a business or product
bundle pricing where customers gain a ‘package’ of goods and services in addition to the tangible good they
purchased
channel any method used for carrying a message
competition-based pricing where the price covers costs (cost of raw materials and the cost of operating the
business) and is comparable to the competitor’s price
competitive positioning relates to how a business will differentiate its products
cost-based pricing a pricing method derived from the cost of producing or purchasing a product and then
adding a mark-up
customised approach or local approach a global marketing strategy that assumes the way the product is used
and the needs it satisfies are different between countries
customised pricing occurs whenever consumers in different countries are charged different prices for the same
product
demand the quantity of a product consumers are willing to purchase at a particular price
demographic segmentation the process of dividing the total market according to particular features of a
population, including the size of the population, age, sex, income, cultural background and family size
distribution channels or marketing channels the routes taken to get the product from the factory to the
customer
e-marketing (electronic marketing) the practice of using the internet to perform marketing activities
ethical consumerism involves buying products that are not harmful to the environment, animals and society
extended marketing mix the combination of people, processes and physical evidence with the four main
elements of the marketing mix
Fair Trade movement an alternative method of international trade that promotes environmentalism, fair wages,
alleviation of global poverty and a fair price for farmers and workers
frequency the average number of times someone is exposed to the message of an advertisement
generic brands products with no brand name at all

geographic segmentation the process of dividing the total market according to geographic locations
global branding the worldwide use of a name, term, symbol or logo to identify the seller’s products
global pricing how businesses coordinate their pricing policy across different countries
inventory control a system that maintains quantities and varieties of products appropriate for the target market
label that part of the package that contains information
labelling the presentation of information on a product or its package
loss leader a product sold at or below cost price
loyalty program a rewards-based program offered by a business to customers who frequently make purchases
manufacturer’s brand or national brand a brand owned by a manufacturer
mark-up a predetermined amount (usually expressed as a percentage) that a business adds to the cost of a
product to determine its basic price
market-based pricing a method of setting prices according to the interaction between the levels of supply and
demand — whatever the market is prepared to pay
market-customised pricing prices that are set according to local market conditions
market coverage refers to the number of outlets a firm chooses for its product
market segmentation occurs when the total market is subdivided into groups of people who share one or more
common characteristics
noise any interference or distraction that affects any or all stages in the communication process
non-store retailing retailing activity conducted away from the traditional store
opinion leader a person who influences others
packaging the development of a container and the graphic design for a product
people the people element refers to the quality of interaction between the customer and those within the
business who will deliver the service
personal selling the activities of a sales representative directed to a customer in an attempt to make a sale
physical distribution all those activities concerned with the efficient movement of the products from the
producer to the customer
physical evidence everything that the customer sees when interacting with a business
place or distribution activities that make the products available to customers when and where they want to
purchase them
podcasting the distribution of digital audio or video files over the internet
prestige or premium pricing a pricing strategy where a high price is charged to give the product an aura of
quality and status
price the amount of money a customer is prepared to offer in exchange for a product
price leader a major business in an industry whose pricing decisions heavily influence the pricing decisions of its
competitors
price penetration when a business charges the lowest price possible for a product or service so as to achieve a
large market share
price points (or price lining) selling products only at certain predetermined prices
price skimming when a business charges the highest possible price for the product during the introduction
stage of its life cycle
private or house brand a brand that is owned by a retailer or wholesaler
processes refers to the flow of activities that a business will follow in its delivery of a service
product/service differentiation the process of developing and promoting differences between the business’s
products or services and those of its competitors
product/service positioning the technique in which marketers try to create an image or identity for a product
compared with the image of competing products
products goods or services that can be offered in an exchange for the purpose of satisfying a need or want
promotion the methods used by a business to inform, persuade and remind a target market about its products
promotion mix the various promotion methods a business uses in its promotional campaign. Methods include:
• advertising
• personal selling and relationship marketing
• sales promotions
• publicity and public relations.
psychographic segmentation the process of dividing the total market according to personality characteristics,
motives, opinions, socioeconomic group and lifestyles
public relations (PR) those activities aimed at creating and maintaining favourable relations between a business
and its customers

publicity any free news story about a business’s products
reach the number of people exposed to the message of an advertisement
relationship marketing the development of long-term and cost-effective relationships with individual customers
sales promotion the use of activities or materials as direct inducements to customers
segmentation variable a characteristic of an individual or group that is used by marketing managers to divide a
total market into segments
social media advertising (SMA) a form of online advertising using social media platforms such as Facebook,
YouTube and Twitter to deliver targeted commercial messages to potential customers
standardised approach a global marketing strategy that assumes the way the product is used and the needs it
satisfies are the same the world over
standardised pricing the practice of charging customers the same price for a product anywhere in the world
supply the quantity of a product businesses are willing to offer for sale at a particular price
tariff a tax on an imported product
total product concept the tangible and intangible benefits (attributes) a product possesses
trademark signifies that the brand name or symbol is registered and the business has exclusive right of use
transnational corporations (TNCs) any businesses that have production facilities in two or more countries and
that operate on a worldwide scale
value for money the desire to obtain the best quality, features and performance for a given price of a product
word-of-mouth communication when people influence each other during conversations
Resources
Resourceseses
Digital documents Key terms glossary (doc-35641)
Chapter crossword (doc-36217)
Interactivity Chapter crossword (int-7163)
Exam question booklet Chapter 10 Exam question booklet (eqb-0032)
10.11 Activities
Exercise 1: Multiple choice questions

1. In addition to the four elements of the marketing mix, the extended marketing mix also includes which of the
following?
A. People, promotion, processes
B. People, physical evidence, processes
C. Product, price, promotion
D. Promotion, people, physical evidence
2. Which distribution channel would be used by a business that provides a service?

A. Producer – Consumer
B. Producer – Retailer – Consumer
C. Producer – Wholesaler – Consumer
D. Producer – Wholesaler – Retailer – Consumer
3. A beauty salon developed a new training program to assist staff in using the latest technology.
Which marketing strategy is this an example of?
A. People
B. Processes
C. Positioning
D. Physical evidence

4. Theresa owns a gelato store. In summer when demand for her products is higher, she increases her prices
slightly.
Which pricing method does this business use?
A. Cost based
B. Price points
C. Market based
D. Competition based
5. An airline carrier redesigns their logo.

Which marketing strategy has this business modified?
A. Place
B. Price
C. Product
D. Promotion
6. A watch manufacturer sells their products at major department stores.

Which channel choice are they using?
A. Exclusive
B. Expansive
C. Intensive
D. Selective
7. A global furniture manufacturer sells a slightly different product range in each country it operates in.
A. Customisation
B. Standardisation
C. Global branding
D. Competitive positioning
8. A business sends an SMS to customers from its database to inform them of a new competition they are
running.
Which elements of the promotion mix is this business using?
A. Publicity and personal selling
B. Personal selling and relationship marketing
C. Relationship marketing and sales promotion
D. Sales promotion and publicity
9. A watch manufacturer recently promoted a new image of the business as being superior and better quality
than its competitors.
Which marketing strategy is this an example of?
A. Branding
B. Positioning
C. Market segmentation
D. Product/service differentiation
10. Which of the following are both physical distribution issues?

A. Transport and inventory
B. Inventory and physical evidence
C. Physical evidence and warehousing
D. Warehousing and channel choice

Exercise 2: Exam practice questions
Describe how a business would benefit from using opinion leaders in the marketing of their product. Support
your answer with a relevant example.
Describe ONE global marketing strategy.
Explain why goods or services are central to both marketing and operations.
Explain the relationship between product/service differentiation and product/service positioning.
RAM Pty Ltd invented and developed a new drug. Recommend ONE pricing strategy that this business
could use.
Assess why a mix of promotional strategies is important in the marketing of goods and services.
Resources
Resourceseses
Teacher-led video Chapter 10 Exam practice solutions (tlvd-1873)
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C 10 Marketing Strategies

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10 Marketing strategies

CHAPTER 10 Marketing strategies 291

Total market for female fashion retailer

Segment 1 Segment 2 Segment 3

Promotion strategies and selling techniques

can be segmented according to four main variables: demographic, geographic,

TABLE 10.1 Common variables for segmenting customer markets

292 Jacaranda Business Studies in Action HSC Course Seventh Edition

CHAPTER 10 Marketing strategies 293

294 Jacaranda Business Studies in Action HSC Course Seventh Edition

CHAPTER 10 Marketing strategies 295

Looking ahead, the demand from young renters and

The stand out groups (those set to be the main drivers

The downsizer demographic refers to those aged 60 to 74 years.

Demographics will determine our future

Source: https://nakedrealestate.com.au/blog/the-six-buyer-segments-in-the-property-market, 3 May 2017.

296 Jacaranda Business Studies in Action HSC Course Seventh Edition

10.2 Quick quiz 10.2 Exercise 10.2 Exam questions

Select your pathway

CHAPTER 10 Marketing strategies 297

10.2 Exam questions

What type of market segmentation is this?

What is this an example of?

More exam questions are available in your learnON title.

298 Jacaranda Business Studies in Action HSC Course Seventh Edition

10.3.1 Points of differentiation

CHAPTER 10 Marketing strategies 299

300 Jacaranda Business Studies in Action HSC Course Seventh Edition

10.3.2 Product/service positioning

CHAPTER 10 Marketing strategies 301

302 Jacaranda Business Studies in Action HSC Course Seventh Edition

10.3 Quick quiz 10.3 Exercise 10.3 Exam questions

Select your pathway

CHAPTER 10 Marketing strategies 303

What strategy is the car company using?

Which strategy would best achieve this?

Positioning is a part of which business function?

More exam questions are available in your learnON title.

304 Jacaranda Business Studies in Action HSC Course Seventh Edition

CHAPTER 10 Marketing strategies 305

FIGURE 10.10 Examples of brand names

Apple Kellogg’s McDonald’s Coca-Cola Instagram

Uncle Tobys Arnott’s Samsung Google Netﬂix

Toyota Sorbent Telstra KFC Speedo

Colgate Cadbury Qantas Nike Sony

306 Jacaranda Business Studies in Action HSC Course Seventh Edition

Branding — symbols and logos

CHAPTER 10 Marketing strategies 307

308 Jacaranda Business Studies in Action HSC Course Seventh Edition

Designs of packages, brands or claims on food products

CHAPTER 10 Marketing strategies 309

ingredients, operating procedures, shelf life, package size or country of origin

310 Jacaranda Business Studies in Action HSC Course Seventh Edition

10.4.3 Explain why goods and/or services are central to both

CHAPTER 10 Marketing strategies 311

10.4 Quick quiz 10.4 Exercise 10.4 Exam questions

Select your pathway

312 Jacaranda Business Studies in Action HSC Course Seventh Edition

CHAPTER 10 Marketing strategies 313