Business Management B part I March 27, 2013 Heinrich Homola.

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Business Management B

part IMarch 27, 2013Heinrich Homola

Marketing

The process of creating, distributing, promoting and pricing goods, services, and ideas to

facilitate satisfying exchange relationships with customers and develop and maintain favorable

relationships with stakeholders in a dynamic environment

Pride, Ferrell: Marketing, 2010

Marketing Mix

Four marketing activities - product, distribution, promotion, pricing - that a firm can control to meet the needs of customers

within target marketsPride, Ferrell: Marketing, 2010

Marketing Management

The process of planning, organizing, implementing and controlling marketing

activities to facilitate exchanges effectively and efficiently

Exchanges

The provision or transfer of goods, services or ideas in return for something of value

Marketing Strategy

A plan of action for identifying and analyzing a target market and developing a marketing

mix to meet the needs of that market

Marketing PlanA written document that specifies the activities to be performed to implement and control the

organization’s marketing activities

Marketing ConceptA philosophy that an organization should try to provide products that satisfy customers’

needs through a coordinated set of activities that also allows the organization to achieve its

goalsPride, Ferrell: Marketing, 2010

transaction marketing relationship

marketing

11from “Business Management”, Karel Havlíček, 2012

Marketing management

Transaction marketing

Orientation towards single purchase

Limited direct customer contact

Focus on product benefits

Emphasis on short-term performance

Limited level of customer service

Goal of customer satisfaction

Quality is the manufacturing responsibility

Relationship marketing

Orientation towards repeat salesClose, frequent customer contactFocus on value to customerEmphasis on long-term performanceHigh level of customer serviceGoal of „delighting the customer“Quality is the whole organization´s

responsibility

4 P’s 4 C’s

Marketing mix 4Ps & 4Cs

MIX four Ps

Product

Promotion

MIX four Cs

Customers needs&wantsCost to the customersConvenienceCommunication

fourCs

fourPs

QMS TQM

Summary : What is „CRM“ ?

Exchange of marketing mixfour Ps four Cs

Exchange of customers customers stakeholders

Exchange of marketingtransaction relationship

Exchange of quality managementQMS TQM

Macro marketing research

Micromarketing research

Marketing research

FARenvironment

analysis

sociologicaltechnological

economicenvironmental

political

NEARenvironment

analysis

competitorsbuyers

supplierssubstitute products

potential competition

micromacro

Marketing plan

SWOTanalysis

Objectives Strategies Controlling

StrengthsWeaknessesOpportunities

Threats

SpecificMeasurableAchievable

RealisticTime

Product s.Pricing s.

Distribution s.Communication s.

Strategic c.Operative c.

Marketing strategies

Product strategy

Communicationstrategy

Distribution strategy

Pricingstrategy

fourCs

Product strategy

fourCs

Product strategy (customers needs & wants)

Productstrategy

fourCs

Life-cyclesmanagement

Product rangemanagementBrand&Image

management

Pricingstrategy

fourCs

Pricing strategy (cost to the customers)

Pricingstrategy

fourCs

Calculating aprice

PricingexistingProducts

Price cutting-leading-folowing

Pricing new

PruductsPrice skimming,

penetrartion pricing

Distribution strategy

fourCs

Distribution strategy ( convenience )

Distributionstrategy

fourCs

Mix of distribution

channels

Channels conflict

managemnet Internal service

management

fourCs

Communication strategy ( communication )

fourCs

Externalcommunicationmanagement

Internalcommunicationmanagement

Product strategy

fourCs

Specific example:

concept development

Business Management B part I March 27, 2013 Heinrich Homola.

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