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Marketing Management-II
Market Considerations
Product Considerations
Company Considerations
Intermediary Considerations
Environmental Considerations
Behavioral consideration
11/3/2015
Market Geography
Market Size
Market Density
Market Behavior
11/3/2015
Size
Financial Capacity
Managerial Expertise
Objective & Strategies
11/3/2015
Economic forces
Sociocultural forces
Competitive forces
Technological forces
Legal forces
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Capacity to pay
Store location as per brand requirement
Should be ready to give at least 60% counter share
Five Blank Post Dated Cheque of any bank
Should have TIN no and PAN card
Can not wholesale the product, cannot resale the brand
Has to follow MOP (market operating price decided by company)
11/3/2015
Conflict
Power
Cooperation
Communication
Behavioral trademarks
11/3/2015
Causes
Goal Incompatibilities
Communication Difficulties
Role Incongruities,
Resource Scarcities
Perceptual Differences,
Expectation Differences
Decision Domain Disagreements,
Ability to punish
Coercive Power
Legitimate Power
By virtue of size /
position, alignment
Goal Congruency
Referent Power
Expert Power
Technical
/Knowledge
11/3/2015
Apple
1980-1985
IBM
1985-1990
1990-2005
2005-2010
Hewlett-Packard
Direct
(telephone,
internet)
Dominant
Channel
Boutique
Direct Sales
Force
Specialty
Computer
Stores
Retailer
Value-added
Reseller
Electronic Stores
Value-added
Reseller
Direct (telephone,
internet)
Computer Super
Computer Super
Stores
Computer Super
Stores
Stores
Electronic Stores
Business
Customer
Segment
Consumer
(hobbyists)
Professionals
Professionals Consumer
(education)
Business
Business
Consumers
Consumers
Consumers
Business
SMEs
SMEs
SMEs
SOHOs
SOHOs
Kasturi
Rangan, 2014
SOHOs
Channel Modification
In response to
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Identify qualified
potential customers
Preapproach
Learn as much as
possible about
customer
Handling
objections
Overcome customer
objections
Approach
Make a relationship
Closing
Follow-up
Presentation &
demonstration
To insure customer
satisfaction & repeat
business
Ask for an
order
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Situation questions
Problem questions
Implication questions
Need-payoff questions
Deliverer
Order taker
Missionary
Technician
Demand creator
Solution vendor
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4. Combinatorial approach
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Buyer
Sales Rep
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P & G Team:
May include Sales, Customer
Service, Finance , Management
Systems
Customer Team:
May include Sales, Customer
Service, Finance , Management
Systems
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