An idea about Marketing !

What is Marketing? Marketing and market orientation Marketing option vs. business option Marketing: Some clarifications Segmentation and Market Analysis Study of Customer behavior and Competitor

Marketing: management tool

Finance R&D Interactivity Marketing

Production H&R

Commercial

Marketing is a management tool in the service of the company in order to be more efficient market economy and economic environment.

E/se

Client

satisfaction

Other partner
Increase the satisfaction of the company by increasing customer satisfaction (the loyalty) and other economic market partners.
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To maximize the benefit of the company , the practice of marketing is to build its offer given: - Market demand -From the other game (relative to competitors) - And the resources available in a given policy framework.

There are two types of marketing:

-Marketing-demand -Marketing offers

the existing needs

studies show needs

the company will adapt

In this sense: - Part of the marketing needs of consumers - Marketing is adaptive (it offers to adapt the company and its structures) - It is reactive (reacts with respect to changes in the environment)
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This changes the market by offering new solutions to needs; It shapes the perception that consumers have of brands and products, made known their existence, he tries to put pressure, the Council adopts, prefer competing products; So he participated in the emergence of demand.

Marketing is the set of methods: market research, advertising, merchandising ....; Marketing is a process: the establishment of a marketing process in the company is assumed organizations, a responsibility of each actors, and the use of an approach to work ...

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1-Marketing:

Marketing is the process of planning, desinning, pricing, and distributing ideas, goods and services, in order to satisfy customers needs so as to make a profit.

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2-Market orientation:

Marketers often talk about market orientation: the fact taht every thing they do is desingned to meet the needs of the market. They may describe themselvs as market-driven or market-oriented.

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3-Role of marketing: Marketing is two things: First : its a strategy and set of thechniques to sell an organizations there products or services.this involves choosing target customers and disining a persuasive marketing mix to get them to buy.

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Second: its based on understanding customers needs and devloping new solutions wich are better that those currently available. Doing this is not a marketing departement problem, but one wich involves the whole organizations.

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Politics

Axis

Means

Objectives

Commercial Product

Sales force Increase in and sales advertising volume

Marketing

Target market

Policy 4P

increased customer satisfaction, the market share and profitability

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Introduction: Dans toute entreprise quelque soit sa taille une partie des activit est commercial(vendre les produit ou service), pour cela il convient daccomplir un certain nombre de taches: -Chercher parmi les consommateurs des client solvables -Participer la cration de produit et service -Dterminer le prix de produit etc.

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Sales option: It is based on the assumption that consumers will not buy if not e / is making considerable efforts to stimulate their interests. It is based on the following principles: The company must sell products in sufficient quality Consumers can be encouraged to purchase a sales technique The company hopes that customers will buy again and also aims to potential customers

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Introduction

Growth

Maturitu

Decline
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Product Life Cycle

Characteristics Marketing objective Introduction Attract innovators and opinion leader to new product Increasing None or small Growth Expand distribution and product line Rapidly increasing Some

Industry sales Competition

Industry profits
Customers Product mix

Negative
Innovators One or two basic models

Increasing
Affluent mass market Expanding line

Distribution
Pricing Promotion

Depends on product
Depends on product Informative

Rising number of outlets

Greater range of prices Persuasive
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Product Life Cycle

Characteristics Marketing objective Maturity Maintain differential advantage as long as possible Stable Substantial Decreasing Mass market Full product line Greatest number of outlets Full line of prices Competitive Decline (a) cut back, (b) revive, (C) terminate Decreasing Limited Decreasing Laggards Best-sellers Decreasing number of outlets Selected prices Informative
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Industry sales Competition Industry profits Customers Product mix Distribution Pricing Promotion

Market Segmentation
Market Segment The division of a market into different homogeneous groups of consumers

Should be: measurable accessible by communication and distribution channels different in its response to a marketing mix durable (not changing too quickly) substantial enough to be profitable

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Types of Market Segmentation

Geographic Based on regional variables such as region, climate, population density, and population growth rate.

Demographic

Based on variables such as age, gender, ethnicity, education, occupation, income, and family status

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Types of Market Segmentation

Psychographic
Based on variables such as values, attitudes, and lifestyle

Behavioral

Based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought

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Step in Planning A Segmentation Strategy

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Needs based market segmentation:

Market segmentation is the core of a market based strategy because it is built around unique customers needs, when we can understand all this differences in its customer needs lifestyle and product usage we can translate it to actionable segment strategies

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The first step is to identify segments based on needs then needs-based must be demographically identified so that actionable strategies can be created for each segment; the third step is index overall segment attractiveness and estimate segment profit potential to select target segment.

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L.C.E: The Lexus marketing team hired market researchers who meet one on one with customer to understand not only everything about their Lexus experience but also everything about theme and their lifestyles .

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L.C.E: Must have a good awareness of customers lifestyles and demographic Need to know all it can about the total customer experience The total customer experience is much more then the interactions a customer has with a company

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C.V. creation: From the information the marketing teams acquired about the customer experience Lexus engineers add features and services designed to enhance the customer experience (benefits), while paying close attention to a target price that will deliver a value superior to competitors.

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Include the purchase experience with respect to information, evaluation, order placement and payment; The purchase experience must touch points are proactive; A customers level of satisfaction depends on three stages: -purchase experiences -usage experiences -replacement experiences
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These 3 stages are the framework; a business can use to identify areas of satisfaction and dissatisfaction Knowing the total customer experiences help to add meaningful customers value to its product so raise the businesss customer satisfaction index.

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There are 3 kinds of benefits:

Perceived benefits Emotional benefits

Financial (economic) benefits

Understanding the customer Customer benefits psychological need, Result in measurable derived from a Personality type or the differences in saving products appearance , personal values help to For the customers and exceptional service have a strong competitive or reputation; emotional benefits that Financial positions for customer perceptions enhance customer the business of performance have a value and strong influence . also its help in positioning a product.

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Quantify the value created by different combinations of price and product positioning help the business to index the value, it creates relative key competitors and evaluate the impact alternative positioning strategies would have on a customer preference and relative value

N.B: Customer analysis and value creation are important inputs in developing markets strategies designed to yield high levels of customer satisfaction.
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Competitor analyses are an important aspect of formulating a marketing strategy; a high level of marketing knowledge with respect to other competitors is a source of a competitive advantage in the same way that good knowledge of customers is.

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A business can pursue an oblique indirect strategy because its more profitable than a direct frontal attack which may or may not result in a market share gain.

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There are 3 primary dimensions to competitor analysis: assessing the sources of a businesss competitive advantage, engaging in competitor intelligence and assessing industry attractiveness

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A complete competitor profile helps a business to see its key strengths and weaknesses; businesses always have a look on their competitive weaknesses positions, a competitor analysis is intended to expose any major weaknesses; the business goes outside to observe the effective of practice of a noncompeting business thats we call competitive benchmarking.

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