osnove marketing koncepta - ef.uns.ac.rs · pdf fileprodavci –monopol, oligopol, polipol...
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OSNOVE MARKETING KONCEPTA
Prof.dr Tomislav Sudarević
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MARKETING BASICS
Ajay Sirsi
“Marketing: a roadmap to success” “Marketing: a roadmap to success”
Pearson, Toronto, 2010
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MARKETING BASICS
- advertising
Marketing ≠ - selling- trying to get me to buy something I don’t want- trying to get me to buy something I don’t want
“Marketing is a disciplined process used by an organization to solve business problems”.
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MARKETING BASICS
Problems:
� Low priced competitors are flooding the marketplace with cheap goods;with cheap goods;
� Hard to be different (Jerolime Brightman);
� How to generate more revenue?;
� How to manage the explosion in media and channels?;
� More sophisticated and price sensitive customers;
� How to make everyone in organization focused on customers?
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MARKETING BASICS
Four steps in solving business problems (application of marketing concept):
1. Understand customers;1. Understand customers;
2. Create customer value;
3. Deliver customer value and
4. Manage customer value.
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MARKETING BASICS
Four steps in solving business problems (application of marketing concept):
1. Understand customers:1. Understand customers:
� Customer needs;
� Customer segments;
� Target customer.
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MARKETING BASICS
1. Understand customers
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MARKETING BASICS
Snap-on understands that:
- Mechanics time is money (broken tool is delay in promise);promise);
- Better tools, better productivity, more cars fixed;
- No time to make retail store shopping;
- No cash to pay for expensive diagnostic tools
- The mechanics will not be impressed by TV advertising.
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MARKETING BASICS
2. Create customer value:
� Product strategy
� Pricing strategy� Pricing strategy
� Channel strategy
� Marketing communication strategy
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MARKETING BASICS
3. Deliver customer value
� Sales execution
� Cross-functional alignment� Cross-functional alignment
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MARKETING BASICS
4. Manage customer value
� Customer satisfaction measurement
(how you can serve them better?)(how you can serve them better?)
� Segment review
(are there new market segments to serve?)
� Customer review
(fire “needy but greedy” customers)
� Product mix review
(technological advances and customers needs)
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OSNOVE MARKETING KONCEPTA
MARKETINGMARKETINGMARKETINGMARKETING = MARKET (TRŽIŠTE)(TRŽIŠTE)(TRŽIŠTE)(TRŽIŠTE) + ING
� Маркетинг, Értékesítés, trženje, Markkinointi, 市場營銷
Proizvodi, geografski pojmovi, ‘’metatržište’’ (klasteri)
DIMENZIJE:o Personalna, materijalna, prostorna, institucionalna i
vremenska
Tržište prodavaca ili tržište kupaca?
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OSNOVE MARKETING KONCEPTA
Potrošačko, poslovno, preprodavača i tržište državnih nabavki (homogeni tržišni segmenti)
Funkcije tržišta (u kontinuitetu):o Distributivna – putem cena primarna raspodela GDPo Distributivna – putem cena primarna raspodela GDP
o Selektivna – robe koje se traže i preduzeća koja opstaju
o Alokativna – ulaganje u najprofitabilnije delatnosti
Racionalnost poslovanja zahvaljujući tržištu
(i pomalo uticaju državnih mera)
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OSNOVE MARKETING KONCEPTA
TIPOLOGIJA TRŽIŠTA
(podela po zajedničkim obeležjima)
A) Tehničko - kvantitativni kriterijumiA) Tehničko - kvantitativni kriterijumi
B) Društveno – ekonomski kriterijumi
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OSNOVE MARKETING KONCEPTA
A) Tehničko - kvantitativni kriterijumi
o Vrsta robe (proizvoda/usluge)
a) Poslovno (industrijsko) tržište
b) Robe široke potrošnje (potrošačko)
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OSNOVE MARKETING KONCEPTA
A) Tehničko - kvantitativni kriterijumi
o Količina robe (trg. na veliko i malo)
o Tehnika usluživanja (OTC, samoposluživanje, automati, berze, e-trgovina)
o Geografski obuhvat (lokalno, regionalno, domaće, međunarodno, svetsko)
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OSNOVE MARKETING KONCEPTA
B) Društveno - ekonomski kriterijumi
o Svojinski tip učesnika (privatni, državni, društveni? vlasnici)
o Tržišne veze Prodavci – monopol, oligopol, polipol
Kupci – monopson, oligopson, polipson
Potpuno slobodno–monopolsko–ograničeno konkurentsko
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OSNOVE MARKETING KONCEPTA
- Potpuno slobodno tržište -
Gradske tržnice
o Broj učesnika – mnogo
o Proizvodi – homogeni
o Uticaj na cene – ne postoji
o Ulazak na tržište – lagan
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OSNOVE MARKETING KONCEPTA
- Ograničeno tržište -
polipol oligopol
(pekari, frizeri, taxi) (auto, PC)(pekari, frizeri, taxi) (auto, PC)
o Broj učesnika – mnogo malo
o Proizvodi – diferencir. dif. i hom.
o Uticaj na cene – ograničen značajan
o Ulazak na tržište – relat. lagan težak
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OSNOVE MARKETING KONCEPTA
- Monopolsko tržište -
PTT, Železnica, Toplane
o Broj učesnika – jedan
o Proizvodi – homogeni
o Uticaj na cene – izrazit
o Ulazak na tržište – nemoguć (vrlo teško)
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OSNOVE MARKETING KONCEPTA
Proizvodna poslovna orijentacija
o Ponuda manja od tražnje
o Vodeći kadrovi – inžinjeri
o ‘’Tejlorizam’’
o Proizvodi - trajni, pouzdani, kabasti
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OSNOVE MARKETING KONCEPTA
Prodajna poslovna orijentacija
o Ponuda veća od tražnje
o Rast produktivnosti – neophodan stimulans tražnji
o Promocija dobija poseban značaj
o Vodeći kadrovi – prodajni agenti
o Proizvodi – ono što se može i ume proizvesti
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OSNOVE MARKETING KONCEPTA
Marketing poslovna orijentacija
o Ponuda veća od tražnje – jaka konkurencija
o ‘’Nedostatak tržišta’’
o Vodeći kadrovi – marketing stručnjaci
o Fokus – potrebe potrošača
o Proizvodi – ono što potrošači žele
Četvrta faza – koncept potrošača – uvećana vrednost‘’Delight’’
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OSNOVE MARKETING KONCEPTA
Prilazi definisanju marketinga
Makromarketing – društveni proces – tok roba i usluga –efikasno usklađivanje P i T – ostvarenje ciljeva efikasno usklađivanje P i T – ostvarenje ciljeva društva (blagostanje). (šta, koliko, ko, kada i kome proizvodi?)
o Etika, moral, ekologija, zaštita potrošača
Mikromarketing (pojedinačno preduzeće) – ciljevi preduzeća – predviđanje potreba – tok od proizvođača ka potrošačima (postojeći i potencijalni)
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OSNOVE MARKETING KONCEPTA
Marketing kao ekonomski proces
o Povezuje proizvodnju i potrošnju
o Efikasno obavljanje razmene
o Marketing = svrsishodna proizvodnja
o Primena i u vanprivrednim organizacijama
o Fokus i interno i eksterno
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OSNOVE MARKETING KONCEPTA
Marketing kao poslovna funkcija
o Identifikacija potreba – proizvodnja – dostupnost proizvoda u obliku, na vreme, na mestu i po ceni koju su kupci spremni da plate.koju su kupci spremni da plate.
o Aktivnosti:o Istraživanje tržištao Planiranje proizvodao Prodaja i distribucijao Promocija
o Voli Olins – umetnost zavođenja potrošačao Fokus interno
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OSNOVE MARKETING KONCEPTA
Marketing kao poslovna filozofija
o Doktrina poslovanja na nivou preduzeća
o Sve aktivnosti inicirane od strane kupacao Sve aktivnosti inicirane od strane kupaca
o Aktivan pristup – prilagođavanje okruženju
o Integracija svih aktivnosti preko marketinga
o Martin van Mesdaag ‘’Razmišljajte marketinški’’
o Fokus eksterno
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OSNOVE MARKETING KONCEPTA
Marketing kao naučna disciplina
o Izučavanje aktivnosti u funkciji efektivnosti i efikasnosti razmene tj. proizvodnje i potrošnjeefikasnosti razmene tj. proizvodnje i potrošnje
o Naučna disciplina jer:o sistemski povezan set postavki
o sadrži zakonomerne generalizacije
o mogućnost provere prethodno navedenog