International Industrial Marketing lecture in NTUU KPI by Carl-Axel Engdahl. Course AI212V.

1. Wellcome to Course AI212V
Industrial Marketing
Day
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7.10.09

2. Introduction
• Aime of the Course.
• Examination
• Individualwork or groupwork in small grops
• Lectures
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3. Examination
1. Written assingment ”
Way I vant to take this course” ½ - 1 page
1 point
2. Outline of marketing plan, including product
and/or service presentation and market
segment. 2-3 pages.
2 points.
3. Marketing plan (complete) 10 – 15 pages 3
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4. Use of BILDA
•
• Registration at this course
• To get a BILDA account, go to Mimers Bar at
Oskars Backe
•
• Use BILDA for comments, questions and
delivery or assignments
•
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5.
What is marketing
• Marketing is all the activities that are needed
to create operate and develop a company that
is able to survive and generate a profit for its
stakeholders. – and …
• All the marketing activities can be listed in
different order according to different
objectives
• Examples
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6. Four key dimensions of holistic
marketing
• Internal marketing
• Integrated marketing
• Relationship marketing
• Performance marketing
• More examples
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7. Examples
• Time,
Idea, market research, product development,
advertising, sales, after sales ….
• What the company can control
Un controllable, Environment - economic, legal,
geography, religion, weather ….
Controllable, 4-Ps, Product, Place, Promotion,
Price.
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8. Market research
• Present market
• New markets
• Market segmentation
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9. Customer
• Present customer – New customers
• Persons,
• Families
• Industrial
• Distributors
• Market segmentation.
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10. Use of focus
• Then in real live the marketing managers have
to combine all this and new dimensions and
may be omit others that don’t support the
present task.
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11. Work schedule for marketing plan
• Developing marketing strategies and plans
• Capturing marketing insights and performance
• Connecting with customers
• Building strong brands
• Shaping the market offerings
• Delivering and communicating value
• Creating successful long-term growth
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12. The marketing plan
• 1 Executive Summary
• 2 .0 Situation Analyses
• 3.0 Marketing Strategy
• 4.0 Financials
• 5.0 Controls
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13.
The marketing plan
• 2 Situation Analyses
• 2.1 Market Summary
• 2.2 SWOT Analysis
• 2.3 Competition
• 2.4 Product offering
• 2.5 Keys to success
• 2.6 Critical Issues
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14. The marketing plan
• 3.0 Marketing Strategy
• 3.1 Mission
• 3.2 Marketing Objectives
• 3.3 financial Objectives
• 3.4 Target Markets
• 3.5 Positioning
• 3.6 Strategies
3.7 Marketing Mix
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15. The marketing plan
• 4.0 Financials
• 4.1 Break-Even Analysis
• 4.2 Sales Forecast
• 4.3 Expense Forecast
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16. The marketing plan
• 5.0 Controls
• 5.1 Implementation
• 5.2 Marketing Organization
• 5.3 Contingency Planning
•
• This course will motivate you to learn how to
write a marketing plan.
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17. Chapeter 1.
• Change or die, Jack Welch CEO General
Motors
• Examples Xerox and IKEA
•
• “Marketing Management as the art and
science of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.”
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18. What is marketed?
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties
Organizations
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19. Marketers skill in creating demand
• Negative demand
• Nonexistent demand
• Latent demand
• Declining demand
• Irregular demand
• Full demand
• Overfull demand
Unwholesome demand
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20. Different markets
• Resource markets
• Manufactures market
• Intermediary markets
• Consumer markets
• Government markets as Government and as
owner of business
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21. Core Marketing concepts
• Needs,
• Wants,
• Demands
• ---------
• Target Markets,
• Positioning,
• Segmentation
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22. Core Marketing concepts, cont.
Offerings and Brands
Value and Satisfaction
Marketing channels
Supply Chain
Competition
Marketing Environment
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23. The changing market – Market
realities
• Social Forces
• Consumer capabilities
• Company Capabilities
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24. Orientation towards the market
place
• The Production Concept
• The Product concept
• The Selling Concept
• The Marketing Concept
• The Holistic Marketing Concept
• The Relationship Marketing
Integrated marketing
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25. Chapter 2
• Developing Marketing Strategies and Plans
Examples
• Siemens fifth largest spender in research,
2005
•
• Cisco from 20 to 3 ASIC suppliers.
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26. The business process
• Michael Porter – Value chain
•
• Steps
• Ten market –sensing process
• The new offering realization process
• The customer acquisition process
• The customer relationship management
process
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27. Strategic Planning
• SBU
•
• Strategic Business Units
•
• SWOT analysis
•
BCG Matrix
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28. Chapter 3
Market information – Scanning the environment
• Changes at Macro and micro level
• Scientific findings
• Social changes
•
• Individual customer changes
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29. Sources of information
• Internal records
• Sales Information Systems, Example H&M
• Databases and data mining
• Sales people’s reports
• Service peoples reports
• A C Nielsen Company
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30. Macro environment
• Rosling case on the web
•
• The Demographic Development
• Ethnic, religious and political changes.
• Household, single, family, no of children etc.
• Economic, income distribution savings and
debt ratio.
•
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31. Chapter 4
• Marketing research and preparing forecasts of
demand
•
• Reaching attention of the top management –
and create action.
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32. Marketing research - Steps
• Define problem and research objective
• Develop a plan
• Collect information
• Analyze information
• Present information
• Make decision
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33. Demand
• Market potential
• Demand, what is to be brought at a place
within a time period at specified promotion
and price level. And specified macroeconomic
and weather conditions, etc…
•
• Demand
• Total market
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•

34. Demand estimation, 1
• Measure at lovest level or aggregate level.
• Build up or divide according to need.
•
•
• Market development according to the S –
curve
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35. Demand estimation, 1
• Estimate future demand
• Forecasting methods
• Trends, with or without seasonal adjustment /
Past sales method
• Analogies, products or markets
• Multiple correlation methods
•
• Survey of Buyer intentions
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