Transcript Paulina Nowak

Marketing
Paulina Nowak
Grupa projektowa: IV
Trener:Cesar Alcibar Martinez
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Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
What is marketing?
Marketing is the process used to determine what
products or services may be of interest to customers,
and the strategy to use in sales, communications and
business development. It generates the strategy that
underlies sales techniques, business communication,
and business developments. It is an integrated process
through which companies build strong customer
relationships and create value for their customers and for
themselves.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
What are the “Four P’s?”
The elements of the marketing mix are often
referred to as the "Four 'Ps″ or ″Marketing Mix",
a phrase used since the 1960s
• Product
• Price
• Promotion
• Place
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Product
It is a tangible good or an intangible service that is mass produced
or manufactured on a large scale with a specific volume of units.
Intangible products are service-based, like the tourist industry or the
hotel industry, or code-based products like cellphone load and
credits. Typical examples of a mass-produced-tangible objects are
car engines and the disposable razors. A less obvious though
ubiquitous mass-produced services are computer
operating
systems. Packaging also requires to be taken into consideration.
Every product is subject to a life-cycle including a growth phase
followed by an eventual period of decline as the product approaches
market saturation. To retain its competitiveness in the market,
product differentiation is required and is one of the strategies to
differentiate a product from its competitors.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Price
The price is the sum of money a customer
pays for the product. The corporation or
firm may increase or decrease the price of
the product if other stores have the same
product, or if there is strong competence.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Promotion
Represents all of the communications that a marketeer may use in the
marketplace. Promotion has four distinct elements: advertising, public
relations, personal selling and sales promotion. A certain amount of
crossover occurs when promotion uses the four principal elements together,
which is common in film promotion. Advertising covers any communication
that is paid for, from cinema commercials, radio and Internet adverts
through print media and billboards. Public relations are where the
communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and
events. Word of mouth is any apparently informal communication about the
product by ordinary individuals, satisfied customers or people specifically
engaged to create word of mouth momentum. Sales staff often plays an
important role in word of mouth and Public Relations (see Product above).
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Place
Refers to providing the product at a place
which is convenient for consumers to
access. Place is synonymous with
distribution. Various strategies such as
intensive distribution, selective distribution,
exclusive distribution, franchising can be
used by the marketer to complement the
other aspects of the marketing mix.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Marketing strategy
The field of marketing strategy encompasses the strategy involved
in the management of a given product.
A given firm may hold numerous products in the marketplace,
spanning numerous and sometimes wholly unrelated industries.
Accordingly, a plan is required in order to effectively manage such
products. Evidently, a company needs to weigh up and ascertain
how to utilize its finite resources. For example, a start-up car
manufacturing firm would face little success should it attempt to rival
Toyota, Ford, Nissan, Chevrolet, or any other large global car maker.
Moreover, a product may be reaching the end of its life-cycle. Thus,
the issue of divest, or a ceasing of production, may be made. Each
scenario requires a unique marketing strategy. Listed below are
some prominent marketing strategy models.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Developing a marketing strategy
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Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned. See
strategy dynamics.
Marketing strategy involves careful scanning of the internal and external environments. Internal
environmental factors include the marketing mix, plus performance analysis and strategic
constraints. External environmental factors include customer analysis, competitor analysis, target
market analysis, as well as evaluation of any elements of the technological, economic, cultural or
political/legal environment likely to impact success. A key component of marketing strategy is often
to keep marketing in line with a company's overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be constructed to identify
business alternatives, establish challenging goals, determine the optimal marketing mix to attain
these goals, and detail implementation. A final step in developing a marketing strategy is to create
a plan to monitor progress and a set of contingencies if problems arise in the implementation of
the plan.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Strategic models
Marketing participants often employ strategic models and tools to analyze marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a
broad understanding of the strategic environment. An Ansoff Matrix is also often used
to convey an organization's strategic positioning of their marketing mix. The 4Ps can
then be utilized to form a marketing plan to pursue a defined strategy.
There are many companies, especially those in the Consumer Package Goods
(CPG) market that adopt the theory of running their business centered around
Consumer, Shopper & Retailer needs. Their Marketing departments spend quality
time looking for "Growth Opportunities" in their categories by identifying relevant
insights (both mindsets and behaviors) on their target Consumers, Shoppers and
retail partners. These Growth Opportunities emerge from changes in market trends,
segment dynamics changing and also internal brand or operational business
challenges.The Marketing team can then prioritize these Growth Opportunities and
begin to develop strategies to exploit the opportunities that could include new or
adapted products, services as well as changes to the 7Ps.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Real-life marketing
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Real-life marketing primarily revolves around the application of a great deal of
common-sense; dealing with a limited number of factors, in an environment of
imperfect information and limited resources complicated by uncertainty and tight
timescales. Use of classical marketing techniques, in these circumstances, is
inevitably partial and uneven.
Thus, for example, many new products will emerge from irrational processes and the
rational development process may be used (if at all) to screen out the worst nonrunners. The design of the advertising, and the packaging, will be the output of the
creative minds employed; which management will then screen, often by 'gut-reaction',
to ensure that it is reasonable.
For most of their time, marketing managers use intuition and experience to analyze
and handle the complex, and unique, situations being faced; without easy reference
to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the
overall strategy, coupled with the knowledge of the customer which has been
absorbed almost by a process of osmosis, will determine the quality of the marketing
employed. This, almost instinctive management, is what is sometimes called 'coarse
marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by
the theorists.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki
Services marketing
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Services marketing relates to the marketing of services, as opposed to tangible
products. A service (as opposed to a good) is typically defined as follows:
The use of it is inseparable from its purchase (i.e., a service is used and
consumed simultaneously)
It does not possess material form, and thus cannot be touched, seen, heard,
tasted, or smelled.
The use of a service is inherently subjective, meaning that several persons
experiencing a service would each experience it uniquely.
For instance, a train ride can be deemed a service. If one buys a train
ticket,bthe use of the train is typically experienced concurrently with the
purchase of the ticket. Although the train is a physical object, one is not paying
for the permanent ownership of the tangible components of the train.
Services (compared with goods) can also be viewed as a spectrum. Not all
products are pure goods, nor are all pure services. An example would be a
restaurant, where a waiter's service is intangible, but the food is tangible.
Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki