Marketing Basics
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Transcript Marketing Basics
Marketing Basics
What is Marketing?
Process of meeting needs/demands
Needs – Essentials – Generally not taxed
Demands – Wants, Luxuries, usually taxed
Market – All that do or could buy a product –
customer must have
Ability
Authority
Willingness
Marketing Process
Mission Statement
Why are we in business? Sets the tone.
Organizational Objectives
What do we want to achieve?
Marketing Objectives
What can marketing
achieve to help Org. goal?
Mission Statement
Marketing Plan
Situation Analysis
BCG matrix
SWOT analysis
Balanced Scorecard
Business Canvas
Develop Goals for each SBU
Strategies
Segmentation – Demographics, Usage
Targeting – Undifferentiated, Differentiated
Positioning – Manage perception – Toyota, Lexus
BCG Matrix
Marketing Mix (4 Ps)
CRM – Customer Relationship Management
CLV – Customer Lifetime Value
Product Types
Convenience Product
Shopping Product
Little or no shopping around, inexpensive – eg. Soap
Lot of shopping for deals, expensive – eg. house, car
Specialty Product
Loyalty, not easily found – eg. South Indian Restaurant
Product Life Cycle
Introduction
Growth
Maturity
Decline
Price
Skim
Innovator can charge high price, skim profits
Penetration
Low price to penetrate market dominated by
others
Competitive
Match competition in a mature, highly
competitive market
Cost-based /Target-profit
Based on cost plus a percentage
Others – geographical, segmented
(eg. Airline prices)
Price Elasticity
Elastic products – non-essential, cheap –
demand sensitive to price
Inelastic products – essential – water, gas, etc.
– demand relatively stable
Place (distribution)
Physical Distribution (Ops. Mgt.)
Channels
Direct – producer sells to customers
Indirect – producer to wholesalers to retailers to
customers
Promotion
Goals
Increase demand
Stabilize Sales
Provide Information
Differentiate
Promotion Strategies
Advertising
Trade Sales
Public Relations
Direct Marketing
Sponsorship
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