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    Marketing Fake

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    Rahul Dalmia
    This document discusses marketing and the marketing process. It defines marketing as directing the flow of goods and services from producers to consumers, which requires at least two parties that can communicate and deliver offers that the other party can accept or reject. The marketing process has three main elements: 1) market analysis to understand customers, 2) marketing mix planning involving product, price, place, and promotion strategies, and 3) marketing control to evaluate effectiveness. Common marketing mix and control tools are also outlined.

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    Marketing Fake

    Uploaded by

    Rahul Dalmia
    33 views24 pages
    This document discusses marketing and the marketing process. It defines marketing as directing the flow of goods and services from producers to consumers, which requires at least two parties that can communicate and deliver offers that the other party can accept or reject. The marketing process has three main elements: 1) market analysis to understand customers, 2) marketing mix planning involving product, price, place, and promotion strategies, and 3) marketing control to evaluate effectiveness. Common marketing mix and control tools are also outlined.

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    Marketing Fake

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    This document discusses marketing and the marketing process. It defines marketing as directing the flow of goods and services from producers to consumers, which requires at least two parties that can communicate and deliver offers that the other party can accept or reject. The marketing process has three main elements: 1) market analysis to understand customers, 2) marketing mix planning involving product, price, place, and promotion strategies, and 3) marketing control to evaluate effectiveness. Common marketing mix and control tools are also outlined.

    Copyright:

    © All Rights Reserved
    Download as PPSX, PDF, TXT or read online from Scribd
    Download as ppsx, pdf, or txt
    33 views24 pages

    Marketing Fake

    Uploaded by

    Rahul Dalmia
    This document discusses marketing and the marketing process. It defines marketing as directing the flow of goods and services from producers to consumers, which requires at least two parties that can communicate and deliver offers that the other party can accept or reject. The marketing process has three main elements: 1) market analysis to understand customers, 2) marketing mix planning involving product, price, place, and promotion strategies, and 3) marketing control to evaluate effectiveness. Common marketing mix and control tools are also outlined.

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    3.

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    ke it easierMy
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    Marketing

    Preview
    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
    MARKETING includes all the activities
    needed to direct the flow of goods and
    services from producers to consumers.
    at least two parties
    each has something to offer
    must be able to communicate
    must be able to deliver
    parties must be free to accept
    or reject offers

    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?)

    1. Market analysis (STP)


    a) Segmentation
    niche

    segment

    individuals

    b) Targeting:
    c) Positioning:

    Who are my customers?

    What is my main selling point?

    2. Marketing mix planning (4


    P)
    = developing a tactics to achieve strategic
    aims
    aim: to make customers from the target group
    buy
    elements:
    a) Product
    b) Price
    c) Place
    d) Promotion

    3. Evaluation and control


    = looking back at the entire process to find out

    whether or not it was successful

    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

    create clear message


    create credibility
    involve emotionally
    motivate
    invite user loyalty

    back

    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

    back

    c) Place
    Production site

    (distribution)

    Warehouse

    Wholesaler

    factory outlet
    mail order house
    internet
    TV shopping
    door-to-door selling
    consumer

    Retailer
    back

    c) Promotion
    Aims:
    communicate with customers
    influence customers

    4 major tools:
    1.
    2.
    3.
    4.

    Sales force
    Advertising
    Sales promotion
    Public relations

    back

    1. Sales
    force

    Representatives who advertise for and sell


    products
    they personalize the promotion
    process
    effective at selling complex goods
    most expensive
    promotion

    back

    2. Advertising
    Presents a reason to buy a
    product/service
    Media:

    back

    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

    attracts brand switchers


    back

    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
    back

    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?)

    3. Marketing expense-to-sales
    analysis
    (Did the marketing efforts pay?)

    back

    b) Profitability control
    Do we have more earnings than expenditures?
    Strategies:
    few expensive products and few customers

    many cheap products and many customers

    Aim:
    Which of my products is the most profitable?
    back

    c) Efficiency control

    Are my marketing methods profitable?

    Example: Avon Lady (sales


    representative)
    how many doors in what time?
    how many products sold?
    back

    d) Strategic control
    Is my marketing program effective
    over a long period of time?
    marketing philosophy
    Positioning USA: big and powerful

    after few years: Is this positioning still OK?

    information policy
    - enough advertisement?
    - enough promotion?
    back

    1. Sales analysis
    Comparison sales goals (100
    units)
    actual sales (20 units)
    _____________
    discrepancies???reasons
    better product of the competitors
    decline of the economic situation
    wrong calculation
    back

    2. Market share analysis


    analysis of the competition on the
    market

    back

    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!!!
    back

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