Beruflich Dokumente
Kultur Dokumente
QMIP 8
Marketing Defined
Chartered Institute of Marketing: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably
Marketing Defined
Dibb, Simkin, Pride and Ferrell: Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas.
Marketing Defined
Kotler: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Drucker: the aim of marketing is to make selling superfluous.
Kotler
Marketing strategy
Controls
Suspects
Prospects
Disqualified prospects
First-time
customers
Repeat Customers
5.
Clients
Inactive or excustomers
6.
Members
7.
Advocates
8.
Partners
Partnership Marketing
The company works continuously with its large customers to help improve their performance. (General Electric, for example, has stationed engineers at large utilities to help them produce more power.)
Kotler
Business Cycle
Fluctuations in the economy:
Prosperity: A period during which unemployment is low and total income is relatively high. Recession: A period during which unemployment rises and total buying power declines. Depression: A period during which unemployment is extremely high, wages are very low, total disposable income is a minimum and consumers lack confidence in the economy. Recovery: The stage of the business cycle in which the economy moves from depression or recession to prosperity.
Dibb, Simkin, Pride and Ferrell
13
Competition Roles
Market leader:
the biggest company in the industry or on the market the innovative leader of marketing highly valued brands, good image may be slow and old-fashioned
Challenger:
visible, aggressive marketing aggressive, stimulates competition low prices, offers new products
Follower:
slow, inflexible cannot respond to competition poor product ranges, often expensive no originality
Nicher:
original operations invests in quality and service wide product range, precise segments
Personal Influences
Factors unique to a particular individual Demographic factors: Individual charasteristics such as age, sex, race, ethnic origin, income, family life cycle and occupation Situational factors: External circumstances or conditions that exists when a consumer is making a purchase decision Level of involvement: The level of interest, emotional commitment and time spent searching for a product in a particular situation
Dibb, Simkin, Pride and Ferrell
Situational Factors
Can influence the buyer at any stage of the consumer buying decision process May cause the individual to shorten, lenghten or terminate the process Some products in short supply, accident, sickness Time available to purchase
Levels of Involvement
Enduring involvement: An ongoing interest in a product class because of personal relevance
E.g. products accosiated with leisure activities.
Low consumer involvement: Buying is almost automatic. The information search and evaluation of alternatives are extremely limited
E.g. the purchase of floor cleaner
Dibb, Simkin, Pride and Ferrell
Psychological Influences 1
Perception: The process of selecting, organizing and interpreting information inputs to produce meaning Motive: An internal, energygiving force that directs a persons activities towards satisfying a need or achieving a goal Learning: Changes in a persons behaviour caused by information and experience
Psychological Influences 2
Attitude: An individuals enduring evaluation, feelings and behavioral tendencies towards an object or acitivity Personality: All the internal traits and behaviours that make a person unique
Social Influences 1
Roles and family:
Role: A set of actions and activities that a person in a particular position is supposed to perform, based on the expectations of both the individual and surrounding people Family: Family roles relate directly to purchase decisions (male, female, children)
Reference group: A group with which an individual identifies so much that he or she takes on many of the values, attitudes or behaviour of groups members
Dibb, Simkin, Pride and Ferrell
Social Influences 2
Social class: An open group of individuals who have similar social rank Culture and sub-cultures:
Culture: All the things around us that are made by human beings: tangible items, such as food, furniture, buildings, clothing and tools; and intangible concepts, such as education, the legal system, healthcare and religion; plus values and behaviours Sub-cultures: Sub-division of culture according to geographic regions or human charasteristics, such as age or ethnic background
Dibb, Simkin, Pride and Ferell
Newlyweds
Full nester I
Market Segmentation
The process of grouping customers in markets with some heterogeneity into smaller, more similar or homogeneous segments. The identification of target customer groups in which customers are aggregated into groups with similar requirements and buying characteristics.
Market segment
A group of individuals, groups or organisations sharing one or more similar characteristics that cause them to have relatively similar product needs and buying characteristics.
Targeting
Decide on targeting strategy Decide which and how many segments should be targeted
Positioning
Understand consumer perceptions Position products in the mind of the consumer by communicating the desired positioning Design appropriate marketing mix
Dibb, Simkin, Pride and Ferrell
Targeting Strategies
Undifferentiated Strategy: An organization defines an entire market for a particular product as its target market, designs a single marketing mix, and directs it at that market Concentration Strategy: A process by which a business directs its marketing effort towards a single market segment through one marketing mix Differentiated strategy: A strategy by which a business directs its marketing efforts towards two or more market segments by developing a marketing mix for each
Dibb, Simkin, Pride and ferrell
Positioning
The process of creating an image for a product in the minds of target customers
Product
Everything, both favourable and unfavourable, tangible and intangible, received in an exchange of an idea, service or good.
Product
Good Service Ideas Consumer products Industrial or business products