1. IT 01203 Technopreneurship yuszren@gmail.com

2. Marketing.. Marketing is what you do when your product is no good….. -anonymous - The internet

4. WHY BUSINESSES FAIL? Lack of objective evaluation - many entrepreneurs lack objectivity No real insight into the market - Lack of information about the demand potential - Present and future size of the market - Knowledge of product life cycle - Timing Inadequate understanding of technical requirements - thorough in studying a new product - technical difficulties – costly problems Poor financial understanding - entrepreneurs are sometime ignorant of costs - victims of inadequate research and planning

5. WHY BUSINESSES FAIL? Lack of venture uniqueness - a new venture should be unique - product differentiation is needed to separate product from competitor’s Faulty product performance Hasty shortcuts in product development Ineffective marketing and sales efforts Inadequate promotional efforts Inadequate awareness of competitive pressure Possible reactions of competitors -price cuts

6. MARKET LED MARKETING PROCESS AND THE ROLE OF RESEARCH

7. MARKETING PLANNING PROCESS Situation Analysis Implementing and Managing Marketing Strategy Designing Marketing Strategy Marketing Program Development TM 2-5

8. MARKETING STRATEGY DEVELOPMENT Product strategy Positioning strategy Promotion strategy Distribution strategy Target Market Price strategy

9. UNDERSTANDING MARKETS Mapping the Product-Market Market Structure Analysis Market Forecasts Future Vision About the Market

10. DEFINING AND ANALYZING MARKETS Define Product-MarketBoundaries and Structures Describe and Analyze End-User Analyze Industry and Value Added System Evaluate Key Competitors Forecast Market Size and Growth Trends

11. Identifying and Describing Buyers Building Customer Profiles How Buyers Make Choices DESCRIBING AND ANALYZING END-USERS Environmental Influences

12. ANALYZING COMPETITION Define the competitive arena for the generic, specific, and variant product markets Identify and describe key competitors Evaluate key competitors Anticipate actions by competitors Identify potential competitors

13. MARKETING IN ACTION INNOVATON AT KINKO’S A copy machine operator at Kinko’s , a major chain of outlet providing copying and document services, noticed that customer demand for copying dropped off in December. People were too pre-occupied with Christmas presents. So he came up with a creative idea. Why not allow customers to use Kinko’s colour copying and binding facilities to create their own customised calendars using their personal photos for each of the months? He prototyped the idea in the store and it proved popular- people could create personalised gifts of calendars featuring favourite family photos. The operator phoned the founder and CEO of Kinko’s, Paul Orfalea, and explained the idea. Orfalea was so excited by it that he rushed out as a service in all outlets. It was very successful and a new product- custom calendars – and a new revenue stream were created.

14. Strategies for Obtaining Information Internal Data Collect existing information Published information Subscription Strategy alternatives Use standardized research services Single purchase Exploratory Conduct research study Full-scale

15. Types of Marketing Information Marketing research studies Standardized information services Management information systems Database systems Decision support systems Customer relationship management (CRM) systems Competitor intelligence systems

16. To do List

18. Sales calls

19. Follow-up

20. Quotation

21. Proposals

22. Tactical

23. Revenue Generation

24. Research

25. Forecasting

26. Competitive analysis

27. Cost and Profit Analysis

28. Strategic Planning

29. Advertising & Promotion

30. Produce excellent collaterals

31. Order processing

32. Distribution

33. Technical & ServicesMarketing Fundamentals 17

37. Who are your primary customers

38. Integrate Channel Partners

39. Strategize with channel and customers

40. Estimate initial sales achievable

41. Work out longer term variables and success factors

43. DUE in 2 weeks 19thMarch 2010 by 5pm

44. The only way to know how customers see your business is to look at it through their eyes.

45. Task 2 CEO send me a blank email with a subject : SALES-[Company Name] Eg your company name is lembahnikmat Your email should be SALES-LembahNikmat