Transcript Marketing ()

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:
Who are my customers?
c) Positioning:
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
Strategic 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
Techniques:
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
Rates of selling beauty cases
17%
28%
Gucci
Joop
13%
Dolce & Gabbana
Kuniberg
42%
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