Beruflich Dokumente
Kultur Dokumente
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-Role of marketing in
the firm and in society
- Marketing plan
outlines the
strategies used to
bring the buyer and
seller together.
- The core of
marketing is
satisfying existing
customer wants,
which should lead to
repeat sales.
- Marketing is the
revenue-generating
activity of any
business. The
business cannot
operate effectively
until a sale is made.
Therefore the role of
marketing in the firm
and satisfy is to satisfy
the needs and wants
of the customer.
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- Types of Markets
* Resource
* Industrial
* Intermediate
* Consumer
* Mass
* Niche
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* Production - Selling Marketing Orientation
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* The Marketing
Concept - Customer
Orientation,
Relationship
Marketing
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* The Marketing
Planning Process
1. Situational
Analsysis (SWOT)
2. Establishing Market
Objectives
3. Identify Target
Markets
4. Developing
Marketing
Strategies
5. Implementing,
Monitoring and
Controlling the
Marketing Plan
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- Elements of a
Marketing Plan
1. Situational Analysis
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2. Establishing Market
Objectives
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3. Identify Target
Markets
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4. Developing
Marketing Strategies
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5. Implementing,
Monitoring &
Controlling the
Marketing Plan
KEY PARAGRAPH>>
- Use to link topics
together
* Revising marketing strategies and taking corrective action. This can be seen when Qantas forecasted a 6%
growth in 2009 but actually experienced a 1.9% decrease mainly due to the global financial crisis. Qantas
resultantly revised its marketing strategies by reducing its prices to stimulate demand, reducing flight
frequency on some routes (minimising costs), cancelling and/or delaying orders for new planes (enabling
Qantas to work their capital by extending the time period accounts payable) and also reconfiguring its planes
with more economy seats.
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* Market Research
Process
- Determining
information needs
- Data Collection
(Primary/secondary)
- Data Analysis &
Interpretation
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* Customer & Buyer
Behaviour
- Types of Customers
(people, household,
firms, educational
institutions,
government, clubs
and societies,
religious
organisations)
- The buying process,
buyers and users
- Factors influencing
customers choice psychological,
economic,
sociocultural,
government
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* Developing
Marketing Strategies
- Market
Segmentation/Product
Differentiation
QANTAS
- Product
- Price
- Promotion
- Place
Qantas mainly uses behavioral segmentation to select its target market as buyers are distinguished according
to trip purchase, business/leisure. This is seen with Qantas different classes on their planes, e.g First Class,
Business Class and Economy Class.
Market segmentation is the process of dividing up the total range of potential or current customers into smaller
discrete groups to facilitate analysis and planning. It enables Qantas to better meet the needs of its customers
and to better tune the marketing mix to particular groups in the market.
Because of changing customer requirements Qantas uses highly differentiated brands to appeal to different
customer segments. This is seen with Jetstar which targets cost sensitive travellers. The airline offers only two
classes - Star Class and the standard class.
Product
Positioning is the image that Qantas projects in relation to its competitors. It uses a variety of positioning
strategies to make aware to its consumers its service, these include...
* Positioning in relation to its competition - it has launched its own no-frills carrier, Jetstar to capture back
some market share from Virgin Blue. Qantas now being dual-branded can position itself both as a high
quality, premium airline and also has a low-cost, budget airline to increase market share and to appeal to a
wider market segment.
* Positioning in relation to target market - Concentrating on securing the corporate/business market through its
City Flyer express service, lounge upgrades, Frequent Flyer Scheme and Qantas Club Services. Qantas
attempts to differentiate its service by offering a wealth of features that other airlines may have but not of the
same level of quality.
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* Marketing Strategies
Continued..
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^ Continued
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^ Continued
* Environmental
Effects on
Distribution
- Technology
- Local Government
QANTAS
Technology has a major impact on distribution and the most significant of these would be the lead up to nonstore retailing or e-commerce. We can see this technology with Qantas as they utilise call centres to place
bookings and have a large amount of sales through the internet .
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* Ethical & Legal
Aspects