Beruflich Dokumente
Kultur Dokumente
INTRODUCTION
Coverage expected at the end of this session:
Communicate value through effective
marketing strategy
Send an effective message to a variety of
client audience
Influence customer to the purchase
Develop effective marketing strategies fit
for different products
INTRODUCTION
Establish and maintain effective bond
with customers
Develop skills to communicate with
variety of audiences worldwide
Assess market opportunity and
increasing competitive advantage to the
organization.
Increase new customer base and retain
the existing customers
3
10
11
What is Marketed?
13
What is Marketed?
Goods
Places
Properties
Organizations
Persons
Services
Events
Experiences
Information
Ideas
14
Marketing concepts
core concepts
A NEED is a basic underlying concept of
marketing, and can be defined as a "state
of felt deprivation of basic satisfaction
( Food, Clothing, Shelter, Belonging etc.
An unsatisfied need becomes a WANT
when a person looks for objects that will
satisfy the need.
Marketing concepts
core concepts ..cont.
The estimated ability of a product to satisfy a
set of felt needs is referred to as VALUE (or
utility)
17
Marketing concepts
core concepts ..cont.
DEMAND is a want for a specific product
supported by an ability and willingness to
pay for it.
PRODUCT: An offering that can satisfy a
need or want.
18
Marketing concepts
core concepts ..cont.
SATISFACTION: Persons feelings of
pleasure or disappointment resulting from
comparing a products perceived performance
in relation to his or her expectations.
MARKET: The group of Buyers & Sellers
interested in negotiating the terms of
purchase / sale of goods or services.
19
Marketing concepts
The Production Concept
Holds that customers will favor
products that are available and
highly affordable
Here marketers focus on improving
production and distribution
efficiency
20
Marketing concepts
The Production Conceptcont.
Seems appropriate when:
1. Demand for a product exceeds
supply; or
2. When product cost is very high, and
improved productivity is needed to
bring costs down.
21
Marketing concepts
The Product Concept
Holds that customers will favor the
highest quality products with the
greatest performance and features
Here marketers focus on continuously
seeking out new product
improvements
22
Marketing concepts
The Selling Concept
Has the view that if left alone,
customers may not buy more of the
companys products or services
Aggressive selling tactics are
therefore sought as the means to
making more sales
23
Marketing concepts
The Marketing Concept
The organization concentrates on
finding out the needs and wants of its
target customers, and then delivers the
desired satisfactions more effectively
and efficiently than competitors
The focus of management is on the
customers ultimate satisfaction
24
Marketing concepts
The Societal Marketing Concept
Is similar to the marketing concept,
except that it also takes into account
the society's well-being
The organization should deliver the
desired satisfactions in a way that
maintains or improves the customers
and the society's well-being
25
Conclusion
Note that the first 3 philosophies production, product and selling are more
inclined on the firms side.
The last 2 concepts - marketing and societal
marketing are more inclined on the
customers side.
The commonality is that they all have the
same goal: organizational profit.
The choice on which philosophy to adopt
depends on the firms situation.
26
Marketing Environment
Marketing Environment:
The actors and forces outside marketing that
affect marketing managements ability to build
and maintain successful relationships with
target customers
Environment offers both opportunities and
threats.
Marketing intelligence and research used to
collect information about the environment
27
Marketing Environment
Microenvironment
Includes the actors close to the company that
affect its ability to serve its customers.
Macroenvironment
Involves larger societal forces that affect the
microenvironment.
Considered to be beyond the control of
the organization.
28
29
Marketing Environment
30
Marketing Environment
Actors
Marketing must
Microenvironment consider other parts of
1. The company
2. Suppliers
3. Marketing
intermediaries
4. Customers
5. Competitors
6. Publics
the organization
including finance, R&D,
purchasing, operations
and accounting
Marketing decisions
must relate to broader
company goals and
strategies
31
Marketing Environment
Microenvironment
Actors
1. The company
2. Suppliers
3. Marketing
intermediaries
4. Customers
5. Competitors
6. Publics
Provide resources
needed to produce
goods and services.
Marketers must watch
supply availability and
pricing
Effective partnership
relationship
management with
suppliers is essential
Most marketers treat
suppliers like partners.
32
Marketing Environment
Microenvironment
Actors
1. The company
2. Suppliers
3. Marketing
intermediaries
4. Customers
5. Competitors
6. Publics
Marketing Environment
Microenvironment
Actors
1. The company
2. Suppliers
3. Marketing
intermediaries
4. Customers
5. Competitors
6. Publics
34
Marketing Environment
Microenvironment
Actors
1. The company
2. Suppliers
3. Marketing
intermediaries
4. Customers
5. Competitors
6. Publics
Conducting
competitor analysis
is critical for
success of the firm
A marketer must
monitor its
competitors
offerings to create
strategic advantage
35
Marketing Environment
Microenvironment
Actors
1. The company
2. Suppliers
3. Marketing
intermediaries
4. Customers
5. Competitors
6. Publics
36
Marketing Environment
Microenvironment
Actors
1. The company
2. Suppliers
3. Marketing
intermediaries
4. Customers
5. Competitors
6. Publics
Financial
Media
Government
Citizen-action
Local
General
Internal
37
38
Marketing Environment
The Companys Macroenvironment
39
Demographic:
The study of human populations in terms of
size, density, location, age, gender, race,
occupation, and other statistics.
Marketers track
changing age and family
Marketing
Environment
structures, geographic population shifts,
The
Companys
Macroenvironment
educational
characteristics,
and population
diversity.
40
Economic Environment:
Changes in Income
Income Distribution
1980s
consumption
frenzy
Marketing
Environment
Upper class
Middle class
The
Companys
Macroenvironment
1990ssqueezed consumer
Working class
2000s value marketing
Underclass
42
Natural Environment:
Involves the natural resources that are
needed as inputs by marketers or that are
affected by marketing activities
Marketing
Trends
Environment
The
Shortages
of raw materials
Companys
Macroenvironment
Increased pollution
Increased government intervention
43
Technological Environment
Changes rapidly.
Creates new markets and opportunities but also
turns many existing products extinct.
Challenge is to make practical, affordable
Marketing
Environment
products.
Safety
The regulations
Companys
resultMacroenvironment
in higher research
costs and longer time between conceptualization
and introduction of product.
44
Political Environment
Consists of laws, government agencies and
pressure groups that influence or limit various
organizations and individuals in a given society
Legislation affecting businesses worldwide
Marketing
Environment
has increased
The
LawsCompanys
protect companies,
consumers and the
Macroenvironment
interests of society
Increased emphasis on socially responsible
actions
45
Marketing Environment
The Companys Macroenvironment
Political Environment
Includes Laws,
Government
Agencies, and
Pressure Groups
that Influence or
Limit Various
Organizations and
Individuals In a
Given Society.
Increasing Legislation
Changing Government
Agency Enforcement
Increased Emphasis on Ethics
& Socially Responsible Actions
46
Political Environment
Consists of laws, government agencies and
pressure groups that influence or limit various
organizations and individuals in a given society
Legislation affecting businesses worldwide
Marketing
Environment
has increased
The
LawsCompanys
protect companies,
consumers and the
Macroenvironment
interests of society
Increased emphasis on socially responsible
actions
47
Cultural Environment
Made up of institutions and other forces that
affect a societys basic values, perceptions,
preferences and behaviors.
Core beliefs and values are passed on from
Marketing
Environment
parents to children and are reinforced by
schools,
business, and
government.
The Companys
Macroenvironment
48
Marketing Environment
The Companys
Macroenvironment
Themselves
Others
Recent shift from
me to we society
Organizations
Trend of decline in
trust and loyalty to
companies
Society
Patriotism on the rise
Nature
lifestyles of health and
sustainability (LOHAS)
consumer segment
Universe
Includes religion and
spirituality
49
Marketing Analysis
Managing the marketing function begins with a
complete analysis of the companys situation.
An organisations success is influenced by factors
operating in its internal and external environment.
An organisation can increase its success by adopting
strategies which manipulate these factors to its
advantage.
A successful organisation will not only understand
existing factors but also forecast change, so that it
can take advantage of change within the
environments in which it operates.
50
Marketing Analysis
The marketer should conduct a SWOT analysis
and PEST analysis
SWOT analysis:- An overall evaluation of the
companys strengths (S), weaknesses (W),
opportunities (O), and threats (T).
PEST analysis:- An overall evaluation of
Political (P), Economic (E), Social (S) and
Technological (T)
51
Marketing Analysis
The SWOT Analysis
A technique that enables a group or individual to move from
everyday problems and traditional strategies to a fresh
prospective.
SWOT analysis can be used to analyze internal and external
factors that can affect the marketing
Strengths The advantages you have over the competition
concerning this project.
Weaknesses The disadvantages you have internally compared
with your competitors.
Opportunities Current external trends which are waiting to be
taken advantage of.
Threats External movements which may cause a problem and
have a negative impact on your business.
52
Business
Unit
Job Holder
1
Company
3
54
CASE STUDY
55
Marketing Analysis
The PEST Analysis
PEST stands for the analysis of the external factors which is
beneficial when conducting market research
PEST when broken down simply means analyzing the:
CASE STUDY
MCDONALDS
57
POLITICAL
Health and Safety Guidelines
fast food consumption has been shown to increase
calorie intake, promote weight gain and elevate risk for
diabetes
criticised for caloric content, trans fats and portion sizes
Ecological/environmental issue
one of the largest consumers of paper products in the
US leading to millions of pounds of food packaging
waste littering roadways.
Home market and international pressure-groups
pushing for increased regulations to make companies
more responsible
Wars and conflicts
war between countries where the company operates
58
ECONOMIC
low set up costs leading to rapid
expansion
keeping the prices low for the
customers.
franchising facilitates set ups
SOCIAL
Health fears
customers now opting for more healthier
options like SUBWAY which offers more
variety for health conscious customers.
60
TECHNOLOGICAL
Streamlining of processes to improve
efficiency
through technology enhancements such as FPI's
Help Desk Service, network and application
consolidation and other technology
implementations, operations of the company
are greatly improved
Implemented technology to
improve supply chain management
61
STRATEGIES ADOPTED
McDonalds changed its image vastly by evaluating
the current menu and making changes to it from
using organic products to revising the whole menu
entirely by offering salads and vegetarian burgers.
The accurate and accessible nutrition information
help guests make informed menu choices.
Incorporated safety management systems,
including Good Manufacturing Practices (GMP), a
verified Hazard Analysis Critical Control Point
(HACCP) plan and crisis management, food
security and other applicable programs
62
STRATEGIES ADOPTED
Increase presence in Asian countries
When the first McDonald's opened in Beijing more
than a dozen years ago, 40,000 people lined up to
observe a Big Mac. It is growing faster in China than
in the United States. It owns & operates more than
600 stores across 105 cities in China. More than 100
more McDonald's stores will be added annually to
Chinese cities within the coming years.
Marketing Mix
Marketing mix is the set of tactical marketing
tools that the firm blends to produce the
response it wants in the target market.
The marketing mix consists of everything the
firm can do to influence the demand for its
product
The tools can be collected into four groups of
variablesthe four Ps.
(i) Product
(iii) Price
(ii) Place
(iv) promotion
64
Marketing
Mix
Product
Product variety
Quality
Design
Features
Brand names
Packaging
Sizes
Services
Warranties
Price
List price
Discounts
Allowances
Payment period
Credit terms
Promotion
Sales promotion
Advertising
Sales force
Public relations
Direct marketing
Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
65
Cost
Communication
Price
Promotion
Place
Product
Convenience
Customers
Wants & Needs
66