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1. What is marketing?
2. How are markets analysed?
3. What product can I sell where
at what price?
4. Have my marketing measures
been effective?
Definition
Roles of marketing
main roles:
advertising (advertising and promotion managers)
selling (sales representatives/sales force)
but also:
product development
(brand and product managers)
packaging
(packaging designers)
pricing
(pricing specialists)
distribution
(sales personnel)
Marketing Process
three elements:
1. Market analysis
(Who will buy?)
2. Marketing-mix planning
(What? Where? How much? How?)
3. Marketing control
(Have we been successful?)
segment
individuals
b) Targeting:
c) Positioning:
Why control?
planning is no guarantee for profit
markets change constantly
strategies not always effective
Tools:
a)
b)
c)
d)
Annual-plan control
Profitability control
Efficiency control
Strategic control
Review
1. Market analysis (STP)
Segmentation
Targeting
Positioning
2. Marketing-mix planning
(4 P)
Product
Place
Price
Promotion
3. Marketing control
Annual-plan control
Profitability control
Efficiency control
a) Product
Product development
traditional economies: same
things
produced and consumed
nowadays:
- products have a life cycle
- product range is constantly expanded
- find out what target market desires
Consequence is adjustment of:
- production
- research & development
- personnel administration
- finance
- public relations
Packaging
Branding
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b) Price
Pricing strategies:
1. Market determines
the price
2. Price as an expression
of quality
3. Price as a method of
gaining market share
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c) Place
Production site
(distribution)
Warehouse
Wholesaler
factory outlet
mail order house
internet
TV shopping
door-to-door selling
consumer
Retailer
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c) Promotion
Aims:
communicate with customers
influence customers
4 major tools:
1.
2.
3.
4.
Sales force
Advertising
Sales promotion
Public relations
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1. Sales
force
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2. Advertising
Presents a reason to buy a
product/service
Media:
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3. Sales promotion
is a short-term incentive
(Anreiz) to buy a
product/service
Technique
s:
1 price reduction
2. loyalty reward points
3. two for one
4. Public relations
Does not aim to increase sales directly
but tries to boost the image of the
company
Techniques:
-
press conferences
contests
community events
charitable events
ecological projects
foundations
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a) Annual-plan control
Tools:
1. Sales analysis
(Did we sell as much as we planned?)
2. Market-share analysis
(Have we lost or gained market share?)
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b) Profitability control
Do we have more earnings than expenditures?
Strategies:
few expensive products and few customers
Aim:
Which of my products is the most profitable?
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c) Efficiency control
Are my marketing methods profitable?
d) Strategic control
Is my marketing program effective
over a long period of time?
marketing philosophy
Positioning USA: big and powerful
information policy
- enough advertisement?
- enough promotion?
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1. Sales analysis
Comparison sales goals (100 units)
actual sales (20 units)
_____________
discrepancies???
reasons
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3. Marketing expense-to-sales
analysis
How much did my marketing activities cost?
What sales numbers have these activities
generated?
Example: expenses (costs):
200.000
sales revenues:
200.001
=> We have a problem!!!
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