Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Marketing fundamentals

10.239 Aufrufe

Veröffentlicht am

Marketing Fundamentales for all Marketing lovers as a Career or "Hobby" or just for their general knowledge.

Veröffentlicht in: Business, News & Politik
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Fundamentals of Marketing --- http://amzn.to/1R7SIpo
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • The Fundamentals of Marketing --- http://amzn.to/1Sbl94K
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Marketing fundamentals

  1. 1. Marketing Fundamentals (Sales Program)
  2. 2. General Ground Rules• No Smoking• Mobiles Off or Silent• Breaks and PrayerMarketing Fundamentals
  3. 3. Introduction This is an Overview of the Marketing, its concepts, how is it applied and its relation with the SalesMarketing Fundamentals
  4. 4. Objective •Introduce the nature of the Marketing , its cycle and the relation between it and the Sales •Align Sales with Marketing and clear any misconceptions • Closely understand marketing strategy and be involved in oneMarketing Fundamentals
  5. 5. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  6. 6. What Is Marketing?• Marketing is typicallyseen as the task ofcreating, promoting anddelivering differentiatedgoods and services toconsumers andbusinesses at a profitMarketing Fundamentals
  7. 7. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  8. 8. What Can We Market?• Places• Properties• Organizations• Goods• ServicesMarketing Fundamentals
  9. 9. What Can We Market?• Experiences• Information• Ideas• Events• PersonsMarketing Fundamentals
  10. 10. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  11. 11. Marketing Mix What are the 4 P’s? • Product • Price • Place Cost to satisfy Convenience to buy • PromotionWhat are the 4 C’s? Communication Consumer wants and needsMarketing Fundamentals
  12. 12. Marketing Mix The Four P’s: • Product • Price • Place • PromotionMarketing Fundamentals
  13. 13. Marketing Mix (Product)The following decisions shouldbe made;• Brand name• Functionality• Personality• Positioning• Range• LooksMarketing Fundamentals
  14. 14. Marketing Mix (Product)• Packing• Quality• Safety• Repairs• Warranty• Services & Accessories•Brand PyramidMarketing Fundamentals
  15. 15. Marketing Mix (Product)Marketing Fundamentals
  16. 16. Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
  17. 17. Marketing Mix (Price)The following decisionsshould be made;• Pricing strategy• Suggested retail price• Volume discounts and wholesalepricing• Cash and early payment discount• Price per SKUMarketing Fundamentals
  18. 18. Marketing Mix The Four P’s: • Product • Price •Place •PromotionMarketing Fundamentals
  19. 19. Marketing Mix (Place)The following decisionsshould be made;• Distribution Channels• Type of Trade• Location at TradeMarketing Fundamentals
  20. 20. Marketing Mix (Place)•Order processing• Warehousing• Inventory Management• TransportationMarketing Fundamentals
  21. 21. Marketing MixThe Four P’s:• Product• Price•Place•PromotionMarketing Fundamentals
  22. 22. Marketing Mix (Promotion)The following decisions shouldbe made;• Personal selling & selling force• Communication/Advertising• Public relations• Promotional Strategy (push or pull)• Marketing communication budgetMarketing Fundamentals
  23. 23. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  24. 24. Segmentation / Target MarketsDemographics, Target Group:• SEC• Age• Gender• LocationMarketing Fundamentals
  25. 25. Segmentation / Target MarketsPsychographics, TargetGroups• Life Style• Preferences• ActivitiesMarketing Fundamentals
  26. 26. Segmentation / Target Markets A1OG Brands per TargetGroups A2 B1 B2 C1 C2Marketing Fundamentals
  27. 27. Segmentation / Target MarketsThings to look at whenaddressing different markets:• Product modification cost• Manufacturing cost• Administrative cost• Inventory cost• Promotion costMarketing Fundamentals
  28. 28. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  29. 29. How To Introduce A New Brand? Research Sales Trade Category / Brand (Gaps Brand & Consumer Portfolio) Com R&D Industrial After SalesMarketing Fundamentals
  30. 30. Case StudyMarketing Fundamentals
  31. 31. Case StudyMarketing Fundamentals
  32. 32. Case StudyMarketing Fundamentals
  33. 33. Case StudyRequirements:• Marketing Mix: 4Ps: Product – Price – Place – Promotion• Segmentation / Target Markets: - Demographics: SEC – Gender – Age – Location - Psychographics: Lifestyle – activities – preferences Marketing Fundamentals
  34. 34. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  35. 35. Product Life CycleAny product normally goesthrough 4 different stagesMarketing Fundamentals
  36. 36. Product Life Cycle (Stages)1. IntroductionThe need for immediate profit is nota pressure. The product is promotedto create awarenessMarketing Fundamentals
  37. 37. Product Life Cycle (Stages)2. GrowthCompetitors are attracted into themarket with very similar offerings.Advertising focuses upon buildingbrand.Market share tends to stabilizeMarketing Fundamentals
  38. 38. Product Life Cycle (Stages)3. MaturitySales grow at a decreasing rate and thenstabilizePrice wars and intense competition occurAt this point the market reachessaturation and producers begin to leavethe market due to poor marginsMarketing Fundamentals
  39. 39. Product Life Cycle (Stages)4. DeclineMore innovative products areintroduced or consumer tastes havechangedThere is intense price-cuttingMarketing Fundamentals
  40. 40. Product Life Cycle (Challenges)• The decisions of marketers canchange the stage, (from maturityto decline by price-cutting)• Not all products go througheach stage. Some go fromintroduction to declineMarketing Fundamentals
  41. 41. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  42. 42. Marketing Activities Above-the-line (ATL) Below-the-line (BTL) • TV • Poster • Radio • Dangler • Press • Leaflet • Outdoor • Bunting Flag • InternetMarketing Fundamentals
  43. 43. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  44. 44. Brand Building Positioning Quality Well blended Repositioning communication Brand Building Long Term Perspective Credibility Internal MarketingMarketing Fundamentals
  45. 45. Brand BuildingWhat is the consumers’ perception of QUALITY?Marketing Fundamentals
  46. 46. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  47. 47. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  48. 48. Brand EquityThe major brand assetsare:• Brand name awareness• Brand loyalty• Perceived quality• Brand associationsMarketing Fundamentals
  49. 49. Contents• What is Marketing?• What can we market?• Marketing Mix• Segmentation / Target Markets• How to introduce a new brand?• Product life cycle• Marketing Activities• Brand Building• Brand Management• Brand Equity• Marketing StrategyMarketing Fundamentals
  50. 50. Marketing Strategy It is more important to do what is strategically right than what is immediately profitable. KotlerMarketing Fundamentals
  51. 51. Marketing StrategyMarketing strategy is a pattern or plan that integrates theorganizations:• Goals• PoliciesTo achieve customer success 360 Consumer Developing Economy Analysis Market Mix evaluation Market Competition Distribution Analysis Analysis Channel EvaluationMarketing Fundamentals
  52. 52. Marketing StrategyMarketing strategies are generally concerned with four Ps:• Product strategies• Pricing strategies,• Promotional strategies• Placement strategies Consumer Developing Economy Analysis Market Mix evaluation Market Competition Distribution Analysis Analysis Channel EvaluationMarketing Fundamentals
  53. 53. Marketing StrategyHow To Develop a MarketingStrategy in 5 Easy Steps:1. Describe your companys unique selling proposition (USP)2. Define your target market3. Write down the benefits of your products or servicesMarketing Fundamentals
  54. 54. Marketing Strategy4. Describe how you will position your products or services5. Define your marketing methods. Will you advertise, use Internet marketing, direct marketing, or public relations?Marketing Fundamentals
  55. 55. Activity Case StudyMarketing Fundamentals 56
  56. 56. Case StudyMarketing Fundamentals
  57. 57. Case StudyMarketing Fundamentals
  58. 58. Case StudyRequirements: Marketing Strategy: > Marketing Mix: 4Ps: Product – Price – Place – Promotion > Segmentation / Target Markets: - Demographics: SEC – Gender – Age – Location - Psychographics: Lifestyle – activities – preferences> Positioning> Communication activities plan Marketing Fundamentals
  59. 59. Case StudyPresentationsMarketing Fundamentals
  60. 60. Case Study ProposedcommunicationMarketing Fundamentals
  61. 61. Case Study - Execution 1Marketing Fundamentals
  62. 62. Case Study - Execution 2Marketing Fundamentals
  63. 63. Case Study - Execution 3Marketing Fundamentals
  64. 64. Thank You

×