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

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Business Management B part I March 27, 2013 Heinrich Homola
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Page 1: Business Management B part I March 27, 2013 Heinrich Homola.

Business Management B

part IMarch 27, 2013Heinrich Homola

Page 2: Business Management B part I March 27, 2013 Heinrich 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

Page 3: Business Management B part I March 27, 2013 Heinrich Homola.

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

Page 4: Business Management B part I March 27, 2013 Heinrich Homola.

Marketing Management

The process of planning, organizing, implementing and controlling marketing

activities to facilitate exchanges effectively and efficiently

Pride, Ferrell: Marketing, 2010

Page 5: Business Management B part I March 27, 2013 Heinrich Homola.

Exchanges

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

Pride, Ferrell: Marketing, 2010

Page 6: Business Management B part I March 27, 2013 Heinrich Homola.

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

Pride, Ferrell: Marketing, 2010

Page 7: Business Management B part I March 27, 2013 Heinrich Homola.

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

organization’s marketing activities

Pride, Ferrell: Marketing, 2010

Page 8: Business Management B part I March 27, 2013 Heinrich Homola.

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

Page 9: Business Management B part I March 27, 2013 Heinrich Homola.

Pride, Ferrell: Marketing, 2010

Page 10: Business Management B part I March 27, 2013 Heinrich Homola.

transaction marketing relationship

marketing

Page 11: Business Management B part I March 27, 2013 Heinrich Homola.

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

Page 12: Business Management B part I March 27, 2013 Heinrich Homola.

4 P’s 4 C’s

Page 13: Business Management B part I March 27, 2013 Heinrich Homola.

13from “Business Management”, Karel Havlíček, 2012

Marketing mix 4Ps & 4Cs

MIX four Ps

Product

Price

Place

Promotion

MIX four Cs

Customers needs&wantsCost to the customersConvenienceCommunication

fourCs

fourPs

Page 14: Business Management B part I March 27, 2013 Heinrich Homola.

QMS TQM

Page 15: Business Management B part I March 27, 2013 Heinrich Homola.

15from “Business Management”, Karel Havlíček, 2012

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

Page 16: Business Management B part I March 27, 2013 Heinrich Homola.

Macro marketing research

Micromarketing research

Page 17: Business Management B part I March 27, 2013 Heinrich Homola.

17from “Business Management”, Karel Havlíček, 2012

Marketing research

FARenvironment

analysis

sociologicaltechnological

economicenvironmental

political

NEARenvironment

analysis

competitorsbuyers

supplierssubstitute products

potential competition

micromacro

Page 18: Business Management B part I March 27, 2013 Heinrich Homola.

18from “Business Management”, Karel Havlíček, 2012

Marketing plan

SWOTanalysis

Objectives Strategies Controlling

StrengthsWeaknessesOpportunities

Threats

SpecificMeasurableAchievable

RealisticTime

Product s.Pricing s.

Distribution s.Communication s.

Strategic c.Operative c.

Page 19: Business Management B part I March 27, 2013 Heinrich Homola.

19from “Business Management”, Karel Havlíček, 2012

Marketing strategies

Product strategy

Communicationstrategy

Distribution strategy

Pricingstrategy

fourCs

Page 20: Business Management B part I March 27, 2013 Heinrich Homola.

20from “Business Management”, Karel Havlíček, 2012

Marketing strategies

Product strategy

fourCs

Page 21: Business Management B part I March 27, 2013 Heinrich Homola.

21from “Business Management”, Karel Havlíček, 2012

Product strategy (customers needs & wants)

Productstrategy

fourCs

Life-cyclesmanagement

Product rangemanagementBrand&Image

management

Page 22: Business Management B part I March 27, 2013 Heinrich Homola.

22from “Business Management”, Karel Havlíček, 2012

Marketing strategies

Pricingstrategy

fourCs

Page 23: Business Management B part I March 27, 2013 Heinrich Homola.

23from “Business Management”, Karel Havlíček, 2012

Pricing strategy (cost to the customers)

Pricingstrategy

fourCs

Calculating aprice

PricingexistingProducts

Price cutting-leading-folowing

Pricing new

PruductsPrice skimming,

penetrartion pricing

Page 24: Business Management B part I March 27, 2013 Heinrich Homola.

24from “Business Management”, Karel Havlíček, 2012

Marketing strategies

Distribution strategy

fourCs

Page 25: Business Management B part I March 27, 2013 Heinrich Homola.

25from “Business Management”, Karel Havlíček, 2012

Distribution strategy ( convenience )

Distributionstrategy

fourCs

Mix of distribution

channels

Channels conflict

managemnet Internal service

management

Page 26: Business Management B part I March 27, 2013 Heinrich Homola.

26from “Business Management”, Karel Havlíček, 2012

Marketing strategies

Communicationstrategy

fourCs

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

27from “Business Management”, Karel Havlíček, 2012

Communication strategy ( communication )

Communicationstrategy

fourCs

Externalcommunicationmanagement

Internalcommunicationmanagement

Page 28: Business Management B part I March 27, 2013 Heinrich Homola.

28from “Business Management”, Karel Havlíček, 2012

Marketing strategies

Product strategy

Communicationstrategy

fourCs

Specific example:

concept development


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