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Marketing

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1. What is marketing?
2. How are markets analysed?
3. What product can I sell where
at what price?
4. Have my marketing measures
been effective?

Definition
MARKETING includes all the activities
needed to direct the flow of goods and
services from producers to consumers.
at least two parties
each has something to offer
must be able to communicate
must be able to deliver
parties must be free to accept
or reject offers

Roles of marketing
main roles:
advertising (advertising and promotion managers)
selling (sales representatives/sales force)
but also:
product development
(brand and product managers)

packaging
(packaging designers)

pricing
(pricing specialists)

distribution
(sales personnel)

Marketing Process
three elements:
1. Market analysis
(Who will buy?)

2. Marketing-mix planning
(What? Where? How much? How?)

3. Marketing control
(Have we been successful?)

1. Market analysis (STP)

a) Segmentation
niche

segment

individuals

b) Targeting:
c) Positioning:

Who are my customers?

What is my main selling point?

2. Marketing mix planning (4

P)
= developing a tactics to achieve strategic
aims
aim: to make customers from the target group
buy
elements:
a) Product
b) Price
c) Place
d) Promotion

3. Evaluation and control

= looking back at the entire process to find out

whether or not it was successful

Why control?

planning is no guarantee for profit

markets change constantly

strategies not always effective

Tools:
a)
b)
c)
d)

Annual-plan control
Profitability control
Efficiency control
Strategic control

Review
1. Market analysis (STP)
Segmentation
Targeting
Positioning

2. Marketing-mix planning
(4 P)

Product
Place
Price
Promotion

3. Marketing control
Annual-plan control
Profitability control
Efficiency control

a) Product
Product development
traditional economies: same
things
produced and consumed
nowadays:
- products have a life cycle
- product range is constantly expanded
- find out what target market desires
Consequence is adjustment of:
- production
- research & development
- personnel administration
- finance
- public relations

Packaging

Branding

create clear message

create credibility
involve emotionally
motivate
invite user loyalty

back

b) Price
Pricing strategies:
1. Market determines
the price
2. Price as an expression
of quality
3. Price as a method of
gaining market share

back

c) Place
Production site

(distribution)

Warehouse

Wholesaler

factory outlet
mail order house
internet
TV shopping
door-to-door selling
consumer

Retailer
back

c) Promotion
Aims:
communicate with customers
influence customers

4 major tools:
1.
2.
3.
4.

Sales force
Advertising
Sales promotion
Public relations

back

1. Sales
force

Representatives who advertise for and sell

products
they personalize the promotion
process
effective at selling complex goods
most expensive
promotion

back

2. Advertising
Presents a reason to buy a
product/service
Media:

back

3. Sales promotion
is a short-term incentive
(Anreiz) to buy a
product/service
Technique
s:
1 price reduction
2. loyalty reward points
3. two for one

attracts brand switchers

back

4. Public relations
Does not aim to increase sales directly
but tries to boost the image of the
company
Techniques:
- press conferences
- contests
- community events
- charitable events
- ecological projects
- foundations
back

a) Annual-plan control

Tools:

1. Sales analysis
(Did we sell as much as we planned?)

2. Market-share analysis
(Have we lost or gained market share?)

3. Marketing expense-to-sales
analysis
(Did the marketing efforts pay?)

back

b) Profitability control
Do we have more earnings than expenditures?
Strategies:
few expensive products and few customers

many cheap products and many customers

Aim:
Which of my products is the most profitable?
back

c) Efficiency control

Are my marketing methods profitable?

Example: Avon Lady (sales

representative)
how many doors in what time?
how many products sold?
back

d) Strategic control
Is my marketing program effective
over a long period of time?
marketing philosophy
Positioning USA: big and powerful

after few years: Is this positioning still OK?

information policy
- enough advertisement?
- enough promotion?
back

1. Sales analysis
Comparison sales goals (100
units)
actual sales (20 units)
_____________
discrepancies???reasons
better product of the competitors
decline of the economic situation
wrong calculation
back

2. Market share analysis

analysis of the competition on the
market

back

3. Marketing expense-to-sales
analysis
How much did my marketing activities
cost?
What sales numbers have these activities
generated?
Example:

expenses (costs):
200.000
sales revenues:
200.001
=> We have a problem!!!
back