marketing
Post on 25-Feb-2016
29 Views
Preview:
DESCRIPTION
TRANSCRIPT
WHAT YOU NEED TO KNOW!
Marketing
Definition of Marketing
Marketing : management process that:
Identifies Anticipates Satisfies customer requirements
*To make company profits*The right product, in the right place, at the
right time, and at the right price
Questions/Implications of Marketing
Who are our existing / potential customers? Target Market
What are their current / future needs?How can we satisfy these needs?
Can we offer a product/ service that the customer would value?
Can we communicate with our customers? Can we deliver a competitive product of service?
Why should customers buy from us?
Marketing/Management Analysis
Analysis/Audit - where are we now?Objectives - where do we want to be?Strategies - which way is best?Tactics - how do we get there?Implementation - Getting there!Control - Ensuring arrival
Objectives of Market Planning
Assignment of responsibilities, tasks and timing
Awareness of problems, opportunities and threats
SWOT Essential marketing
information may have been missing
If Implementation is not carefully controlled by managers, the plan is worthless!
Planning and Design• Systematic futuristic
thinking by management
• Acts as a roadmap• Better prepare for
sudden new developments• Apple and IPOD
Informs new participants in the plan of their role and function
Obtain resources for implementation
Demographic Factors Age Race Sex Income Occupation Economic
circumstances Lifestyle Social influence
variables family background reference groups
Church American Legion
Maslow’s Hierarchy of Needs
Five Stages of Product Life Cycle
Product development - sales are zero, investment costs are high
Introduction - profits do not exist, heavy expense of product introduction
Growth - rapid market acceptance and increasing profits
Maturity - slowdown in sales growth. Profits level-off. Increase outlay to compete
Decline - sales fall-off and profits drop
Pricing Strategy
How high, How lowHigh
What does your product offer to charge a higher price?
Low What does your product offer that higher end
products offer at a better rate?
Promoting
Personal selling Telemarketing Direct mail Trade fairs and exhibitions Commercial television Newspapers and magazines Radio Cinema Point of sale displays Packaging
Promotion Message
Grab ATTENTIONExcite INTERESTCreate DESIREPrompt ACTION
AIDA
Relationship Marketing(What you want to build)
Not mass marketing Aimed at individual
Customer retention not attractionLong term, ongoing relationshipsRegular customer contactSpirit of trust
SWOT Analysis
Strengths (internal)Weaknesses (internal)Opportunities (external)Threats (external)
Research SWOT Analysis on the internet, get with your group and create one under the Analyze Market and Competitors section of Business Plan
top related