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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
Pride, Ferrell: Marketing, 2010
Exchanges
The provision or transfer of goods, services or ideas in return for something of value
Pride, Ferrell: Marketing, 2010
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
Marketing PlanA written document that specifies the activities to be performed to implement and control the
organization’s marketing activities
Pride, Ferrell: Marketing, 2010
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
Pride, 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
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
QMS TQM
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
Macro marketing research
Micromarketing research
17from “Business Management”, Karel Havlíček, 2012
Marketing research
FARenvironment
analysis
sociologicaltechnological
economicenvironmental
political
NEARenvironment
analysis
competitorsbuyers
supplierssubstitute products
potential competition
micromacro
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.
19from “Business Management”, Karel Havlíček, 2012
Marketing strategies
Product strategy
Communicationstrategy
Distribution strategy
Pricingstrategy
fourCs
20from “Business Management”, Karel Havlíček, 2012
Marketing strategies
Product strategy
fourCs
21from “Business Management”, Karel Havlíček, 2012
Product strategy (customers needs & wants)
Productstrategy
fourCs
Life-cyclesmanagement
Product rangemanagementBrand&Image
management
22from “Business Management”, Karel Havlíček, 2012
Marketing strategies
Pricingstrategy
fourCs
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
24from “Business Management”, Karel Havlíček, 2012
Marketing strategies
Distribution strategy
fourCs
25from “Business Management”, Karel Havlíček, 2012
Distribution strategy ( convenience )
Distributionstrategy
fourCs
Mix of distribution
channels
Channels conflict
managemnet Internal service
management
26from “Business Management”, Karel Havlíček, 2012
Marketing strategies
Communicationstrategy
fourCs
27from “Business Management”, Karel Havlíček, 2012
Communication strategy ( communication )
Communicationstrategy
fourCs
Externalcommunicationmanagement
Internalcommunicationmanagement
28from “Business Management”, Karel Havlíček, 2012
Marketing strategies
Product strategy
Communicationstrategy
fourCs
Specific example:
concept development