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Market versus Marketing

A market is defined as any situation in which the buyer and seller interact in order to exchange
goods or services. It can also be defined as any space within which trade takes place between
buyers and sellers for a well-defined product. This space can be a produce market, a shop,
internationally between countries or over the internet. Types of markets include:

a) Money Market
b) Capital Market
c) Commodity Market
d) Consumer Market
e) Labour Market
f) Foreign Exchange Market

Marketing is defined as the management process responsible for identifying, anticipating and
satisfying consumers’ requirements profitably. It can be viewed as all those activities that
facilitate trade. These include activities that identify consumers’ needs such as market research
and those activities that satisfy consumers’ needs e.g., packaging and distribution. Marketing
activities therefore support the marketing of goods and services.

Marketing Activities and the Marketing Mix

Marketing Activities are divided into four major categories. These major categories are referred
to as the marketing mix.

PRODUCT

PRICING Product Design

Pricing Branding
Strategies Packaging

Marketing Activities:

Marketing Research
Branding
Packaging
Pricing
Sales Promotions
Advertising
Distribution

PROMOTION PLACE

Sales Promotion Distribution

Advertising Merchandising
Personal Selling
Public Relations

The marketing mix, also referred to as the 4 Ps of marketing, categorizes all the various
strategies used in the marketing of goods and services. These categories are product, promotion,
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pricing and place. They are important because a business must combine them when designing an
effective plan of action or strategy to accomplish its marketing goals.

However, nowadays, the marketing mix increasingly includes several other Ps like Packaging,
Positioning, People and even Politics as vital mix elements.

Description: What are the 4Ps of marketing?

Pricing

Pricing is both a marketing activity and a marketing strategy. As a marketing activity, pricing
involves determining the value of a good or service. Importantly, a price is the monetary value
customers are willing to pay for an item. The firm must be willing to sell at that price so that a
profit can be made. Consumers make known their choices and preferences through the price they
are willing to pay for commodities, and the price at which producers wish to sell to maximize
their profits.

As a marketing strategy, pricing involves setting the price of a product based on established
pricing strategies. These strategies may include:

I.Cost-based Pricing
II.Psychological Pricing
III.Penetration Pricing
IV.Price Skimming
V.Predatory Pricing

Product: refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't do
any good. The product, in the marketing mix, identifies the good(s) or service (s) that should be
produced, for example, sports cars or flowers. It also considers the quantity that should be made,
for whom the goods or services should be made, and the design and specification of the product.

Place: refers to the point of sale. In every industry, catching the eye of the consumer and making
it easy for her to buy it is the main aim of a good distribution or 'place' strategy. Retailers pay a
premium for the right location. In fact, the mantra of a successful retail business is 'location,
location, location'. Place looks at how products are distributed. Sales are not complete until they
are in the hands of the final consumer. Manufacturers must find the most efficient ways of
getting the goods manufactured into the hands of consumers. In distributing goods and services,
the producer may choose to use short or long channels of distribution.

Promotion: this refers to all the activities undertaken to make the product or service known to
the consumers and trade. The methods used to promote sales include advertising, sales
promotion, personal selling and public relations.

What is the importance of the marketing mix?

All the elements of the marketing mix influence each other. They make up the business plan for a
company and handled right, can give it great success. But handled wrong and the business could
take years to recover. The marketing mix needs a lot of understanding, market research and
consultation with several people, from users to trade manufacturing and several others.

Before most businesspeople create a good or service, they determine a market for it and how to reach that
market. Businesspeople often define the characteristics of the consumers who they think will buy their
product. Consumer characteristics like age, gender, geographic area, career, race, etc., are called
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demographics. Each consumer group a business wants to reach is called a target market. Further,
businesspeople reach their target markets through an advertising medium. Businesspeople wants to
ensure the success of a product during its introduction or life cycle, so they conduct a market research.

Market Research

Market research is the gathering, recording and analyzing of data to address the marketing problems of a
business. Market research must be specific to the problem of a business. The marketing problem must
therefore be clearly identified so that the appropriate market research may be conducted.

Types of Market Research

Consumer Research: garner information on consumers’ feelings, thoughts and reactions

towards a company’s good or service.
Product Research: Determines customer acceptance of the product.
Distribution Research: Used to identify the most suitable channel of distribution for
particular products.
Advertising Research: Identifies the most suitable media to present the advertising
message.

The Marketing Research Process consists of five steps:

1. Identifying or defining the problem.

2. Developing information sources.
3. Collecting the information.
4. Analysing the data by using charts and graphs
5. Presenting the findings.

Reasons for Conducting a Market Research

Market research provides managers with current, relevant, accurate and reliable information
concerning competitors, advertising, distribution, potential and existing consumers’ tastes and
behaviour. This information also assists managers in making decisions about packaging, product
design, pricing, distribution and advertising.

Packaging refers to designing and producing the container that holds the product. A good
package must identify, protect and advertise the product. It must also make the product
convenient to use. Therefore, products such as toothpaste are best packaged in a tube so that it is
not squeezed out. Milk must be poured from its container. Egg containers are so shaped to hold
them securely.

A package must also sell the product. It must first attract customer to buy. It must provide
information about the product i.e. ingredients, amount of contents, price, the name and address of
the manufacturer and instructions for usage. The brand name is also displayed on the package.

Branding

A brand is any identifiable feature of a product which makes it different from its competitor. A
brand may be a name, term, symbol, design or combination of these. Examples of brand names
include Avon and Colgate. National, Sagicor A brand symbol, e.g.:

represents the Nike brand. A brand will increase the value of the product in the eye of the
consumer.

Factors that influence Consumer Behaviour

The following factors will cause consumers to either increase or decrease their demand for a
product.
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✔ The price of a commodity: Consumers can afford to buy more of a good when its price
falls and less when its price rises.

✔ Price of substitutes and complements: Substitute products are those that can be used
alternatively as they satisfy the same need for a consumer. For example, a weekly shopper may
decide to purchase fish instead of chicken because the price of fish has fallen significantly less
than the price of chicken. Therefore, either fish or chicken will be adequate for dinner. If by the
next week the price of fish rises and becomes more expensive than chicken then the consumer
will opt for chicken. Complements are goods that are used together e.g. bread and butter. If the
price of butter rises then its demand will fall and so will the demand for bread. Conversely, if the
price of butter falls, its demand will rise and so too will the demand for bread.

✔ Income of consumers: As income level rises consumers will demand more goods and
services. The reverse is true as income falls consumers will demand fewer goods and services.

✔ Taste and Preferences: A change in consumers' taste for goods and services will impact
their demand. For example, changes in fashion will result in a drastic decline in demand for
outgoing fashion and a rise in demand for what is trendy.

✔ Tradition: Your turn, briefly explain

✔ Quality: Your turn, briefly explain

✔ Brand Loyalty: Brand loyalty will ensure continuous demand for a product regardless of
changes in its price or the prices of other goods and services.

✔ Spending Patterns: Consumer spending surveys compile information on consumer

spending patterns based on income levels. This informs businesses of what goods and services
are in demand.

Methods of promoting sales

Advertising

The most effective and acclaimed method of the promotional mix listed above is advertising. It is
a means of communication and is used to make consumers aware of the goods and services that
producers have to offer. It is also a message that uses words, pictures or sound:
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● to inform potential buyers of the availability of goods and services

● to persuade people to buy or to behave in particular way

Functions of Advertising

The functions of advertising are therefore as follows:

1. to introduce new products on the market;

2. to increase demand for a good or service so that market share can be increased by
persuading the target market;
3. to inform and remind customers about a product so that a personal bond or loyalty can
develop;
4. to emphasize particular strong points of a good or service in order to maintain a
competitive edge;
5. to bring to the attention of the target market new trends, imported products, sales,
promotional events, discounts, changes in business hours, etc.

Forms of Advertising

❖ Informative Advertising gives factual information about a product. It informs potential

customers about the benefits and where the product can be found. For example, some
advertisements dealing with medication inform potential customers about the main differences or
content of their products. Real estate agents usually point out the good features of the property
and the surrounding in which the property is located.

❖ Persuasive advertising tries to entice the consumer to purchase the product by using
emotional and psychological appeals. For example, the sexual undertones and messages of
alcohol and perfume ads.

❖ Comparative advertising compares one product to another. For example, Bahamas’

Tourist Board’s tagline ‘It’s better in Bahamas’

❖ Reminder advertising serves to inform customers that the product is still available. This
form of advertising is usually used in areas where there are many competitions or when the
product has reached the maturity stage and new strategies are needed to improve the popularity
of the product.

Vehicles of Advertising

There are a wide variety of ways in which an advertisement may reach the public but not all are
suitable for every product. There are many media through which advertising may take place,
each of which has a varying degree of effectiveness and cost. Nonetheless, the main vehicles of
advertising are categorised into two groups: direct and indirect advertising.

Direct Advertising includes:

o Circulars – This can be an effective medium but if they are delivered by hand, it is very
labour-intensive and costly if they are posted.

o Word of Mouth – Sometimes encouraged by firms carrying out a ‘whispering campaign’

by giving away free samples which they hope the users will talk about favourably.

Other forms include catalogues and souvenirs.

Indirect Advertising includes:

o Television and radio – This is very expensive but is the most effective method of
reaching a large audience

o National Press – The press consists of newspapers, whether locally or internationally. It

reaches a wide area, but is expensive and mainly used by large companies.
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o Magazines – These usually have a more limited circulation than newspapers, but reach a
selected audience, offer greater scope for colour advertisements and have a longer life.

o Cinemas – Cinemas reach a relatively small audience but can be effective, particularly in
advertising local shops, etc.

o Posters and hoardings – These are eye-catching, high-impact signs sited in public places
or on public transport.

o Point of Sale – This is the use of eye-catching shop counter or window displays to
influence the consumer to buy on impulse.

o Exhibitions: These attract large numbers of people who already have at least some
interest in the product. Exhibitions also enable specialists in a field to meet and compare
products and experiences.

Advantages and Disadvantages of Advertising Vehicles

Medium / Vehicle Advantages Disadvantages

Electronic: Radio, Television, ▪ They build and ▪ Telemarketing is very
Telemarketing maintain public and consumer expensive
awareness
▪ There may be legal
▪ They are a powerful restrictions, e.g., tobacco and
means of persuading people alcoholic products
because they are lively,
convey feelings, colourful and ▪ Their effectiveness
lively depends on the time shown,
e.g. most people try to place
advertisements just before
news time.
Cinema ▪ Like television, the ▪ Competition of the
impact can be made vivid. target group is widely varied

▪ It can target a specific ▪ There is a limited

audience. audience due to competition
from television and radio
Printed Media: Newspapers, ▪ The printed word is ▪ There is limited use of
Magazines, Periodicals and more long-lasting. It can be colour in newsprint
Professional journals referred to conveniently.
▪ They are very cold and
▪ The advertisement static presentations
becomes more credible when
printed in a professional ▪ One cannot be certain
journal. that it is read.

▪ It can accommodate
updates and changes easily.

▪ It provides a
permanent record and
facilitates easy reference.
Other Media: Posters, ▪ They are strategically ▪ They must be
Billboards, Buses, trains, placed. constantly updated and
electric and neon signs, therefore are expensive to
handbills and postcards ▪ They create a strong maintain
impact, e.g., on highways,
near traffic lights or at street ▪ They can spoil the
corners. landscape of the area where it
is strategically placed.
▪ Neon signs have a
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visual impact after dark and ▪ They could be a source

can be seen from a distance. of distraction.

Public Relations

Public Relations is the creation of a favourable image of the firm in the eyes of the employees,
the public, the community and the government. This can be achieved by way of

a. press releases to draw the public’s attention to the company’s product. The business
entertains certain key stakeholders or suppliers, for example, taking the CEO of another
company to lunch or having Christmas parties for distributors or members of staff;
b. offering special awards, for example, a firm may offer scholarships to the children of
retrenching workers;
c. offering expense-paid trips to long-service members or employees;
d. sponsorship of regional, national and community events. For example, the Red Stripe
Premier League or the Sagicor 5k Sigma Run as the Air Jamaica Jazz and Blues Festival;
e. the commissioning of work for art exhibitions, musical events and drama production and
the promotions of cultural activities.

Sales Promotion

Sales Promotions can be defined as short-term incentives used to encourage the purchase of a
good or service. These are usually given to middlemen (wholesalers or retailers) and customers.
It is an expensive exercise and therefore runs for a limited period. It is usually used to support an
advertising campaign or for special events like Christmas, Easter or Carnival. For example, free
samples can take the form of mini replicas of the product or a small taster of the product. This
may be done at trade fairs and exhibitions, supermarkets and hypermarkets.

o Coupons are detachable tickets or part of a document that entices the holder of the
probability of receiving something. For example, cash or gifts that can be used as an application
form. These coupons are redeemable at special places, for example, supermarkets.

o Price discounts and cash refunds are given away as a form of promotion. A price discount
is an amount of money taken off the price of an item, while cash refunds are repayments given to
customers on the return of damaged items. Price discounts are used particularly for special sales,
for example, at Christmas promotions.

o Cash discounts are given for prompt payment of invoices, for example, if a client pays
within the credited period the client may receive a percentage off the total price.

o Buy-one-and-get-one-free is a form of cash discount. This involves getting extra for the
price of one. This method of sales is generally used to promote the product or attract customers
to the store or encourage sales on a product that is not selling well.

o Competitions are another way of promoting goods. The customers are enticed to enter
competitions for which large sums of money or expensive items are given as prizes.

o Loss Leader is an item with a huge discount used to attract customers to the store. For
example, the sale of special Nike sneakers may woo young men into the store.

Advantages Disadvantages
Customers can examine the quality of the It is a very expensive exercise that increases
product the cost of the product
Through sampling new products, a It may not realize the type of profits
psychological bond is created. anticipated
It increases customer awareness
It increases loyalty

Personal Selling
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Personal Selling is still common in urban and rural districts in most Caribbean territories. It
involves the salesperson moving from community to community, selling his or her wares. In this
practice, the salesperson has direct contact with customers and thus receives immediate
feedback. Telemarketing: can be considered part of personal selling. Banks use this approach to
sell their services. Customers are encouraged to purchase goods and services from reputable
firms and therefore image is a crucial factor for all organisations. The firm must engage in
activities that would promote the firm.

Techniques of Selling

Personal Selling: This is the use of salespersons to present and sell goods and services of a firm.
Salespersons promote a firm’s goods directly to a specific consumer. They locate new customers,
provide display services, demonstrate the use of products, deliver goods, collect payments and
provide the firm with feedback.

Merchandising: Merchandising refers to self-service methods of sale. This is used in

supermarkets and department stores. It allows for a better display of goods and creates a more
comfortable shopping environment.

Methods of retailing
o Community Shops and Convenient Stores: These locations tend to serve a particular
community. Opening hours include all weekend days, holidays and very late in the evenings.
Costs for some commodities that are not government-controlled tend to be higher than other
types of retail outlets. Community shops in particular cut and shape products to suit customers
and offer credit.

o Department Stores: These stores carry several lines of goods under one roof. A
department store may feature a clothing department, household items, stationery, hardware etc. It
provides convenience to customers who can pick up several items in one place, and allows the
businessman the cost-effectiveness of operating several business entities in one location.

o Mail Order: Companies that retail through mail order benefit from a reduced operational
cost of location and staff. Since display areas are not required only an office and storage facility
are necessary for the operation of this business. Orders are made from catalogues and goods are
delivered by courier or mailed to customers. This saves time and effort as consumers would not
have to visit shopping locations.

o E-commerce: Orders are made by customers over the internet from the websites of
businesses. Payments are also made over the internet. Packages are delivered by mail or courier.

o Tele-Marketing: Telemarketers introduce the company’s goods and try to obtain orders
via the telephone.

o Vending Machines: These self-service machines are placed at various locations by their
owners. Customers are required to place the required funds inside these machines and are then
instructed on how to make their choice. The machine then dispenses the product. This type of
business is very cost-effective as owners may only pay a fee for locating the vending machine.

Terms of Sale

A business establishment may offer its customers various terms to settle accounts.

Cash: This is preferable by most businesses and therefore customers are encouraged to make
cash payments. They are usually offered a lower payment amount for goods bought for cash.

Credit: Customers can pay at intervals over a short- term, usually one to three months to settle
outstanding balances.
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Hire Purchase: Hire-purchase is a long-term payment plan e.g. 24 – 36 months. Interest is

charged to the customer increasing the amount owed.

Cash Discount: A cash discount is a reduction in the price of a good that is paid for immediately
or over a short period of time by a customer. For example, if an appliance store offers a 5%
discount on items bought for cash then 5% of the sale price would be deducted from the actual
bill

Trade Discount: A trade discount is a reduction in the price of a good given by a manufacturer
or a wholesaler to a retailer to allow the retailer to make a profit or to encourage bulk buying.
Thus if an appliance manufacturer offers a 10% trade discount to retailers then 10% of the
catalogue price or the quoted price would be deducted from the retailers’ actual bill.

Consumerism

This is defined as the education and protection of consumers to prevent their exploitation.
Consumer exploitation includes overcharging, offering poor quality goods and services as well
as short measurements and weights

Consumerism practiced by the government

This is done through various government agencies. These include

1. The Consumer Affairs Commission - This institution was set up to disseminate information
about consumer rights and responsibilities as well as provide consumers with an avenue for
redress if they are exploited.

Consumer Rights

Consumers have a right to

SAFETY AND PROTECTION from hazardous goods or services

BE INFORMED against fraudulent, deceitful or misleading information and to have access to

accurate information and facts needed to make informed choices and decisions.

CHOOSE and have access to a variety of products and services at fair and competitive prices

BE HEARD, such as to express their concerns and receive representation for their interests
while making economic and political decisions.

REDRESS and to be compensated for misrepresentation, shoddy goods or unsatisfactory

services.

CONSUMER EDUCATION and to become a skilled and informed consumer capable of

functioning effectively in the marketplace

A HEALTHY ENVIRONMENT that will enhance the quality of life and provide protection
from environmental problems for present and future generations.

Consumer Responsibility

o The Responsibility to be aware of the quality and safety of goods and services before
purchasing.

o The Responsibility to gather all the information and facts available about a product or
service as well as to keep abreast of changes and innovations in the marketplace.

o The Responsibility to Think Independently and make choices about well-considered

needs and wants.
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o The Responsibility to Speak Out, to inform manufacturers and governments of needs

and wants.

o The Responsibility to Complain and inform businesses and other consumers of

dissatisfaction with a product or service in a fair and honest manner.

o The Responsibility to be an Ethical Consumer and to be fair by not engaging in

dishonest practices which cost all consumers money.

o The Responsibility to Respect the Environment and avoid waste, littering and
contribution to pollution.

2. The Fair Trading Commission: This agency was set up to administer the Fair Trading Act
(1993). It is concerned with matters such as; Tied selling (marrying of goods), misleading
advertising (untruths about goods and services presented for sale), untrue sale (an announced sale
for which the price of items remains the same).and the use of market dominance to squeeze firms
out of the industry (for example, large firms may drop the price of their goods so low that small
firms are unable to compete with them. This is called dumping)

3. The Bureau of Standards Jamaica: The bureau carries out regular checks on business
enterprises to ensure that goods and services offered for sale meet the standards stipulated by this
institution.

4. The Ombudsman: The Ombudsman is a government official who protects the rights of citizens
who may suffer any kind of injustice from dealing with a government agency or a government
official. For example, the Ombudsman will investigate the death of a loved one due to the
negligence of a public hospital.

Consumer Affairs Commission

Consumerism practised by private Institutions

❖ Local consumer groups

❖ Radio talk show hosts listens to consumers’ complaints

Consumerism practised by private firms

❖ Offering warranty/guarantees on items sold

❖ Labels carry information on ingredients, nutritional content and health risks that may be
associated with the product.

Role of Customer Service

Core responsibility of customer service is answering any simple issues that a customer may
have. Customer service provides reactive support and is the one to respond when an issue
suddenly pops up. Customer service acts as the frontline of defence and takes care of as many
issues as possible. The majority of questions a company receives are quick and easy to answer.
Customer service fits well with the Pareto principle, or 20/80 rule. This states that 20% of the
work produces 80% of the results. Conversely, 80% of the work produces 20% of the results.
Customer support acts to weed out the 80% of simple concerns before forwarding it to the
specialists.

Forms of Customer Service

After Sales Services: Customers are entitled to these services once they have made a
purchase. They include delivery, installation and warranty. These services are free and usually
encourage consumers to buy.

Good Customer Relations: Building good relationships with customers ensures customer
satisfaction, repeat customers and recommendation to new customers. The sales staff must be
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trained in the principles of good customer relations. This entails, listening to customers being
helpful and polite.

Warranty (Investopedia.com)
A warranty is a type of guarantee that a manufacturer or similar party makes regarding the
condition of its product. It also refers to the terms and situations in which repairs or exchanges
will be made in the event that the product does not function as originally described or intended.

Customer feedback can provide extremely valuable insight for your business and products. After
every one of my company's events for entrepreneurs, we send out a short survey to the folks who
came asking for their feedback on the event. A few days later, we review the feedback, both
positive and negative. This feedback directly influences what changes we make for the next
event, what aspects we want to highlight more, and what parts need to stay exactly the same.
This feedback is invaluable to us, and it doesn’t cost us anything to get.

There are three reasons you should ask for customer feedback.

1. Learn what your customers like and don’t like. When you ask your customers to give
you feedback on your product and or service, you’re going to learn what they like and don’t like
about it. This information is extremely useful. If you know what’s working for your customers
and what isn’t, you can tweak things to better serve your customers. For example, we’ve learned
consistently that people love the intimate atmosphere at our events. But after one event, we
learned that people felt the lobby for networking was too small and uncomfortable. We fixed that
by choosing a venue for the next event with a much bigger area for networking, and our
attendees liked that.
2. Make customers feel important and involved. By asking for your customers to provide
you with feedback, you’re communicating that you value their opinion, and you care about what
they have to say. Your customers feel important because you’re treating them as such and they
feel involved in shaping your product.
3. Constantly improve. You can consistently improve your products or services, and keep
them being the best they can be. If you’re consistently listening and seeking feedback, you
always have a pulse on what’s working for your customers and what’s not. Ultimately, this will
lead to better business, better sales, and a better customer experience

Online chat
Live Chat is cost efficient because of these 3 main reasons:

● It increases efficiency by allowing live chat agents handle multiple chats simultaneously,
thus you don’t need to hire more agents. Intelligent live chat software such as Live Agent allows
multiple options for chat distribution and utilization.
● It increases the average order value, since customers get real time advice and answers to
any questions they might have. It saves „product return“ expenses as a live chat representative
can help you pick the right product or service, which suits the customer best, thus he or she will
be satisfied with it and won’t need to return it back.
● It reduces overall helpdesk centre costs by lowering the waiting queue time when
compared to a call centre.

Toll-free numbers are telephone numbers with distinct three-digit codes that can be dialed from
landlines with no charge to the person placing the call. Such numbers allow callers to reach
businesses and/or individuals out of the area without being charged a long-distance fee for the
call.

Toll-free numbers are particularly common for customer-service calling. Toll-free service has
traditionally provided potential customers and others with a free and convenient way to contact
businesses. Wireless callers, however, will be charged for the airtime minutes used during a toll-
free call unless they have an “unlimited calling” plan.

Suggestion box
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A suggestion box is a device for obtaining additional comments, questions, and requests. In its
most basic and traditional form, it is a receptacle with an opening, like a voting box.
The suggestion box is used for collecting slips of paper with input from customers and patrons of
a particular organization.

A Survey is defined as a research method used for collecting data from a pre-defined group of
respondents to gain information and insights on various topics of interest. Surveys have a variety
of purposes and can be carried out in many ways depending on the methodology chosen and the
objectives to be achieved.

The data is usually obtained through the use of standardized procedures whose purpose is to
ensure that each respondent is able to answer the questions at a level playing field to avoid
biased opinions that could influence the outcome of the research or study. A survey involves
asking people for information through a questionnaire, which can be distributed on paper,
although with the arrival of new technologies it is more common to distribute them using digital
media such as social networks, email, QR codes or URLs.

The difference between survey and questionnaire is that the latter includes any written set of
questions; while the former is both the set of questions and the process of collecting,
aggregating, and analyzing the responses from those questions. In other words, “questionnaire”
describes content, while “survey” is a broader term that describes content, method, and analysis.

Intellectual Property Rights

A right that is had by a person or by a company to have exclusive rights to use its own plans,
ideas, or other intangible assets without the worry of competition, at least for a specific period of
time. These rights can include copyrights, patents, trademarks, and trade secrets. These rights
may be enforced by a court via a lawsuit. The reasoning for intellectual property is to encourage
innovation without the fear that a competitor will steal the idea and/or take credit for it.

(http://www.businessdictionary.com/definition/intellectual-property-rights.html)

Copyright, Patent, Trademark & Industrial Design

Copyright is a form of intellectual property right that legally protects the creators and innovators
of original works. Copyright protects creators’ expressions such as music, painting, movie,
photograph, writings etc. Individuals who wish to use works that are copyrighted must request
permission from their creator. Copyright law allows creators of original work to be paid for
them. Other forms of intellectual property rights are patents and trademarks.

A patent protects innovation. It excludes others from making and selling that invention for
several years.

Trademark: legally protects brand names. It gives the seller exclusive rights to use a brand name.

Industrial design: the process of designing the shape, features, etc. of manufactured products: