Презентация по "Маркетинг и мифы о маркетинге"

Marketing.

General points.

 

Marketing.

General points.

 

2

 

What is Marketing?

 

• Selling?
• Advertising?
• Promotions?
• Making products available in stores?
• Maintaining inventories?

 

•  All of the above, plus much more!

3

 

Marketing is…

 

• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals 
• American Marketing Association

4

 

Simple Marketing System

 

Industry

(a collection 

of sellers)

 

Market

(a collection 

of Buyers)

 

Goods/services

 

Money

 

Communication

 

Information

5

 

The 4 Ps & 4Cs

 

Marketing

Mix

 

Product

 

Price

 

Promotion

 

Place

 

Customer

Solution

 

Customer

Cost

 

Communication

 

Convenience

6

 

Difference Between - Sales &  Marketing ?

 

• Sales 
  trying to get the customer to want what the company produces
• Marketing trying to get the company produce what the customer wants 
  

 

 

    

7

 

Scope – What do we market

 

• Goods 
• Services
• Events
• Experiences
• Personalities
• Place
• Organizations
• Properties
• Information
• Ideas and concepts

8

 

Core Concepts of Marketing

 

• Based on :
• Needs, Wants, Desires / demand
• Products, Utility, Value & Satisfaction
• Exchange, Transactions & Relationships
• Markets, Marketing & Marketers.

 

9

 

In order to understand Marketing  let us begin with  the  Marketing Triangle

 

Customers

 

Competition

 

Company

10

 

Who is a Customer ??

 

 

Anyone who is in the market  looking at a product / service for  attention, acquisition, use or consumption  that satisfies a want or a need

 

CUSTOMER IS . . . .  .

 

11

 

Customer –

 

• CUSTOMER has needs, wants, demands and desires
• Understanding these needs is starting point of the entire marketing
• These needs, wants …… arise within a framework or an ecosystem
• Understanding both the needs and the ecosystem is the starting point of a long term relationship

 

12

 

How Do Consumers Choose Among Products & Services?

 

• Value - the value or benefits the customers gain from using the product versus the cost of obtaining the product.
• Satisfaction - Based on a comparison of performance and expectations.
• Performance > Expectations => Satisfaction
• Performance < Expectations => Dissatisfaction

13

 

Customers - Problem Solution

 

•  As a priority , we must bring to our customers “WHAT THEY NEED”
• We must be in a position to UNDERSTAND their problems
• Or in a new situation to give them a chance to AVOID the problems

14

 

Customer looks for Value

 

• Value  = Benefit / Cost
• Benefit  = Functional Benefit + Emotional      Benefit
• Cost   = Monetary Cost + Time Cost +      Energy Cost + Psychic Cost

15

 

Analysis Of Competition

 

• Who are your competitors?
• What are their strengths and weaknesses?
• What have been their strategies?
• How are they likely to respond to your Marketing plan?

16

 

Strategic Marketing

 

• Strategic marketing management is concerned with how we will create value for the customer
• Asks two main questions
• What is the organization’s main activity at a particular time? – Customer Value
• What are its primary goals and how will these be achieved? – how will this value be delivered

 

17

 

Strategic Planning

 

• Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.

 

• Also called Strategic Management Process
• All organizations have this
• Can be Formal or Informal

18

 

 
The Strategic-Planning, Implementation, and Control Process

19

 

Business Strategic-Planning Process

 

External environment

(Opportunity & 

Threat analysis)

 

Internal Environment

(Strength/ Weakness analysis)

 

Goal Formulation

 

Business Mission

20

 

Strategy Formulation

 

Environmental Analysis

 

Internal Analysis

 

 

Competitor

Customer

Supplier

Regulatory

Social/ Political

 

 

Technology Know-How

Manufacturing Know-How

Marketing Know-How

Distribution Know-How

 

Logistics

 

Strength & Weaknesses

 

Identity Core Competencies

 

Opportunities & Threats

 

Identify opportunity

 

Fit internal Competencies with  external opportunities

 

Firm Strategies

21

 

The Marketing Plan

 

• A written document that acts as a guidebook of marketing activities for the marketing manager

22

 

CONTENTS of  MARKETING PLAN 

 

• Business Mission Statement
• Objectives
• Situation Analysis (SWOT)
• Marketing Strategy
• Target Market Strategy
• Marketing Mix
• Positioning
• Product
• Promotion
• Price
• Place – Distribution
• People
• Process
• Implementation, Evaluation and Control

23

 

The Marketing Process

 

Business Mission Statement

 

Objectives

 

Situation or SWOT Analysis

 

Implementation Evaluation, Control

 

Target Market Strategy

 

Marketing Strategy

 

Product

 

Promotion

 

Place/Distribution

 

Price

 

Marketing Mix

Marketing Environment

25

 

Why a product like radio  declined and now once again emerging as  an entertainment medium ?   

26

 

What Were the Drivers of  This Change ?

 

• Technology ?
• Government policy ?
• Other media substitutes ?

27

 

Why Market Leaders Suffered ?

 

• HMT vs. Titan
• HLL vs. Nirma
• Bajaj vs. Honda
• Dot.com boom, then bust and now resurgence
• Market leadership today cannot be taken for granted.New and more efficient companies are able to upstage leaders in a much shorter period.

 

28

 

Factors Influencing Company’s Marketing  Strategy

29

 

Demographics

 

Social

Change

 

Economic

Conditions

 

Political &

Legal Factors

 

Technology

 

Competition

 

Environmental

Scanning

 

Target Market

 

Product

Distribution

Promotion

Price

 

External Environment  
is not controllable

 

Ever-Changing

Marketplace

 

External Marketing Environment

 

Physical / Natural 

30

 

The macro-environment

 

• is the assessment of the external forces that act upon the firm and its customers, that create threats & opportunities

31

 

P r o d u c t

 

32

 

Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need

 

Product is . . . . .

33

 

Types of Products

 

Consumer

Products

 

Industrial

Products

 

PRODUCTS

 

Services

34

 

Product Items, Lines, and Mixes

 

Product Item

 

Product Line

 

Product Mix

 

A specific version of a product  
that can be designated as a  
distinct offering among an organization’s products.

 

A group of closely-related  
product items.

 

All products that an  
organization sells.

35

 

Product Mix

 

• Width – how many product lines a company has
• Length – how many products are there in a product line
• Depth – how many variants of each product exist within a product line
• Consistency – how closely related the product lines are in end use

36

 

Gillette’s Product Lines &  Mix

 

Blades and   Writing

razors  Toiletries instruments Lighters

Fusion – 5 blade

Mach 3 Turbo

Mach 3   Series   Paper Mate  Cricket

Sensor  Adorn   Flair   S.T. Dupont

Trac II  Toni  S.T. Dupont    Atra   Right Guard

Swivel   Silkience    

Double-Edge  Soft and Dri  

Lady Gillette  Foamy  

Super Speed  Dry Look

Twin Injector  Dry Idea  

Techmatic  Brush Plus  

 

 

 

 

Width of the product mix

 

Depth of the product lines