Professional Documents
Culture Documents
Marketing
Marketing
Preview
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.
• 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
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) Annual-plan control
b) Profitability control
c) Efficiency control
d) 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
Strategic control
a) Product
Product development
Branding
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 (distribution)
Production site 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. Sales force
2. Advertising
3. Sales promotion
4. Public relations
back
1. Sales force
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
Techniques:
1 price reduction
2. loyalty reward points
3. two for one
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
Aim:
Which of my products is the most profitable?
back
c) Efficiency control
back
d) Strategic control
Is my marketing program effective
over a long period of time?
marketing philosophy
information policy
- enough advertisement?
- enough promotion?
back
1. Sales analysis
17%
28%
Gucci
13% Joop
Dolce & Gabbana
Kuniberg
42%
back
3. Marketing expense-to-sales
analysis
back