Transcript Marketing process

MARKETING
Marketing (MacKenzie U 10)
Marketing activities
I
• Identify/anticipate
needs/wants of
target consumers
(market research):
– internal research
– secondary data
– focus group
interviews
– quest. research
– sales staff...
• Analyze data
II
• Satisfy the needs
better than the
competition –
strategic decisions
about:
–
–
–
–
product (design)
pricing
promotion
distribution
(placement)
Marketing Process
Devise/analyse
marketing strategy
Monitor consumer
reaction/sales
performance
Re-assess
consumer reaction/
Sales levels
If necessary
adapt
marketing strategy
Selling vs. Marketing
• Focus on:
PRODUCT
– selling
– inward looking
– out-dated
– shorter
– about profit now
– introverted
vs.
CONSUMER
buying
outward looking
state-of-the-art
longer time horizon
…
…
● Market opportunities
Market opportunities – profitable
__________ of fillling unsatisfied ________
or creating _______ ones in areas in which
the company is likely to be more successful
than the _____________.
Market opportunities – profitable
possibilities of filling unsatisfied
needs or creating new ones in
areas in which the company is
likely to be more successful than
the competitors.
Target markets
MARKET SEGMENTATION
- BABY BOOMERS, X-GENERATION, YGENERATION, Z-GENERATION…
- YUPPIES, GUPPIES, MILKIES, DUMPS, SWELLS,
DINKS, SKIPPIES, BOBOS, FEMS, SINKIES,
MINKIES, WOOPIES…
Market segmentation
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
School Kids with Income and Purchasing Power
Double Income no Kids
Burnt-Out-But Opulent (people)
Green Upward-mobile Professionals
First-time Expectant Mothers
Single Women Expect Lots in London
Modest Introverted Luxury Keeper
Young Upwardly-mobile Profesionals
Downwardly-mobile Professionals
Sinkies/Minkies – Single/Middle Income No kids
Woopie - Well Off Older People
HW
• 1 d Comprehension (MK p 67)