Beruflich Dokumente
Kultur Dokumente
Market penetration:
Is a growth strategy increasing sales to current market segments without
changing the product.
Market development:
Is a growth strategy identifying and developing new market segments for
current products.
Product development:
Is a growth offering, new or modified products to current market
segments.
Ad versification:
is a growth strategy through starting up or acquiring businesses outside
the company's current products and markets.
Downsizing:
eliminating products or business units that are not profitable or that no
longer fit the company's overall strategy.
Supplies public
Customer – driven market strategy
Market segmentation:
is the division of a market into distinct groups of buyers who have distinct
needs, characteristics, or behavior and who might require separate
products or marketing mixes.
Market segment:
is a group of consumers who respond in a similar way to a given set of
marketing efforts.
Market targeting:
is the process of evaluating each market segment's attractiveness and
desirable place relative to competing products in the minds of the target
consumer.
[product] [price]
- variety - lot price
- quality - discounts
- design - allowances
- features - payment periods
- brond name - credit terms
- packaging
- services
Target
customers
Intended
Positioning
[promotion] [place]
- advertising - channels
- personal selling - coverage
- sales promotion - assortments
- public relations - locations
- inventory
- transportation
- logistics
2-5: managing the marketing effort
Managing marketing:
Analysis, planning, implementations and control
Analysis
Swot analysis
strength [S] , weaknesses [w]
opportunities [O] , threats [T]
Strengths Weaknesses
Internal Internal capabilities that may Internal limitations that may
help a company reach its interfere with a company's ability
objectives to achieve its objectives
Opportunities Threats
External External factors that the Current and emerging external
company may be able to exploit factors that may challenge the
to its advantages company's performance
Positive Negative
Market planning
Parts of a marketing plan
Executive Marketing Treats & Objective
Summary Situation Opportunities And issues
Marketing Action
Budgets Controls
Strategy Programs
Marketing implementation
Implementation:
Is the process that turns marketing plans into marketing actions to
accomplish strategic marketing objectives.
Successful implementation:
Depends on how well the company blends its people organizational
structure, its decision and reward system and company culture into a
cohenisive actions plan that supports its strategies.
Marketing deportment orgs.
Marketing control
Marketing control:
Is the process of measuring and evaluating the results of marketing
strategies and plans and taking corrective action to ensure that objectives
are achieved.
operating control.
Strategic control.
** **