WELCOME TO PRESENTATION

PRESENTED BY

~~~SHAOLIN

EXPLANATION THE MARKETING STRATEGY TO IMPROVE BUSINESS

Presented By ~~~SHAOLIN

SHAOLIN

Group member ID no .

Ayesha taherun 11302023

Tasnim kawser sopan 11302024

Ishak 11302026

Nasrin akter 11302027

Sequences

An Overview of Marketing Marketing Adds Value Marketing Affects Everyone The Marketing Concept Developing a Marketing Strategy Approaches to Selecting a Target Market Designing a Marketing Mix The Marketing Environment Understanding Buyer Behavior Marketing Research

An Overview of marketing

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

Marketing Adds Value

This value is known as Utility. The ability of a product to satisfy a consumer need is called Utility. There are four types of utility---

~ form utility

~ time utility

~ place utility

~ possession utility

Marketing Affects Everyone

Marketing is important to organizations and consumers alike.

~ It touches the lives of all members of society.

~ Nearly half of every dollar spent on goods and services pays for marketing activities.

~ The many and varied marketing activities enable us to satisfy our needs and wants.

Marketing often has special importance for students.

~ Many of you will work in marketing---whether in for-profit firm or non-profit organization.

The Marketing Concept

A managerial philosophy of customer orientation with the goal of achieving long-term success.

Firms benefit from practicing the marketing concept.

Often a firm must be willing to forgo short-term profits for long-term customer satisfaction.

Developing a Marketing Strategy

Marketing strategy is a plan for selecting and analyzing a target market and developing and maintaining a marketing mix that will satisfy this target market.

Firms developing a marketing strategy follow two basic types:

~ Select a target market and

~ Design a marketing mix.

Approaches to Selecting a Target Market

A market is a group of people who need and want a product and have the ability, willingness, and authority to purchase it.

Markets are divided into two broad categories---

~ Consumer markets and

~ Industrial markets The segment to which a firm directs its marketing activities is called a

target market.

Designing a Marketing Mix

The combination of four elements—

~ product,

~ price,

~ promotion, and

~ distribution----

used to satisfy the needs of the target market.

The Marketing Environment

All the forces outside an organization that directly or indirectly influence its marketing activities.

There are several forces outside the firm influence its marketing decisions—

~ economic conditions,

~ regulation by government and industries,

~ politics,

~ the attitudes of society, and

~ technology.

Understanding Buyer Behavior

Understanding Buyer Behavior helps firms bring about satisfying exchanges.

There are two types of buying decisions----

~ consumer buying behavior and

~ industrial buying behavior .

Understanding Buyer Behavior

Consumer buying behavior:

The actions and decisions of individuals who purchase products for their personal use constitute consumer buying behavior.

The consumer buying process--

Need recognitionSearch

Evaluation of alternativesPurchase decision

After-purchase decision

Industrial buying behavior: the actions and decisions of buyers in organizations is called industrial buying behavior.

Marketing Research

The systematic gathering, recording, and analyzing of information relating to the marketing of goods and services.

Today many firms realize that research should be ongoing. Marketing research can be proactive to prevent “breakdowns’’ or

reactive to respond to a problem and try to fix it.

Proactive Reactive

Are we attracting new customers? Why are we losing customers?

How do we maintain and increase sales?

Who has surpassed us in our sales?

Are we satisfying our current customers?

How do we get lost customers back?

What new products are needed by our target market?

Can we develop a new product to keep up with our major competitor?

Marketing Research

The research process:

the marketing research consists of six steps :

~ forming the research question,

~ research design,

~ data collection,

~ data analysis,

~ interpretation and conclusions.

Do You Have Any Questions?

Thanks To All