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What is marketing?
Dr.Sc. (Econ.) Carl-Johan Rosenbrijer Department of Economy, Media and Engineering ARBIT Applied Research in Business an IT carl-johan.rosenbroijer@arcada.fi arbit.arcada.fi
Marketing deals with identifying and meeting human and social needs or shorter.. Meeting needs profitably
Kotler (2003)
3.6.2013
the aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.
Kotler (2003)
3.6.2013
3.6.2013
Kotler (2003)
3.6.2013
Target Markets
3.6.2013
: - ))
Sellers view
Product Price Place
Customers view
Customer solution Customer cost
Convenience
Communication
: - ((
2012 Carl-Johan Rosenbrijer
Promotion
3.6.2013
2012
When? Timing time: 24 hx7, life-cycle Seasons: Summer, autumn,winter and spring Seasons: christmas,eastern etc. The customers perception of time, changes (e.g. computers,mobile phones etc.) E.g. Fazer Bakerys, Teleoperators,Banks etc.
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PRODUCT/ SERVICE
Old
X X
Whats next?
X X X X X
New
Old
TARGET MARKETS
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C
U S T O M E
S U P L I E R
SP=Sales person
14
S
Efficient purchasing: Competitive buying I have the power principle
C U S T O B M E R
S
15
B=BUYER
PRODUCTION
LOGISTICS
ACCOUNTING
MARKETING
IT
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PRODUCTION
MANAGEMENT
LOGISTICS ACCOUNTING
IT
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18
19
20
2000-
Network Management
Customer Relationship Management (CRM) Service Marketing Traditional Marketing
Product Customer encounter Personnel Core competence The companys resources Innovativeness, learning
Customer Contact
1990-
Episode
19801970-
Transaction
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Competitive Base
3.6.2013
Thank You!
carl-johan.rosenbroijer@arcada.fi