Marknadskommunikation (Introduction to marketing) Lrare: Brandheim

1/12-2011 Needs Self (vad vill man sjlv ha) Social (behovet av att bli accepterad) Basic (food, drinks bathroom)

Culture makes the WANTS You feel NEEDS You think WANTS

Culture will create an image of expectations Man kper ngot pga. Expectations consume, performance If the expectations match the performance you get satisfied Dont match- dissatisfied = didn t get the money worth

Satisfied when our needs are fulfilled. Exceed = ver frvntan delighted Om man r ute och dricker l blir man satisfied beroende p priset Pris 1501251007550255 10 15 l

Ju mer det kostar ju frre drinker bli det, och tvrt om. The amount of satisfaction are based on the price SATISFY OUR GUESTS!

Production concept Fokusera p att f ner priset p produkter med samma kvalit. Lowest price possible, ex. IKEA and H&M

Product concept The product itself variety (variation) Behll grund idn men ndra inte ett fungerande koncept om det inte behvs. Tex. APPLE kommer inte gra en rosa Iphone om det inte behvs.

Mttad marknad Saturation = mttat Find a selling concept we want to push the product on the people

Marketing concept Gr produkten billig och lttillgnglig - Connection between satisfaction and selling the product - If the product satisfy their needs, we will make money out of it

Societal Marketing concept Produkt/eventet pverkar samhllet viktigt att hja det positive och f ner det negativa.

Segmentation

MKT MYOPIA- blindness So focus on the product when you should focus on the needs.

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Why we market?
Fluent har pengar Propaganda event ex. Nike marketing fr folk att knna sig kulturella. Tar produkten till folket , spend making shoes

Mass marketing first type of marketing we have a product and we try to sell in to everybody one product, one marketing ex. Arla everybody should be happy with this product sta event, inget speciellt men alla gr drifrn med ett leende. Positivt fr alla men inte uppseendevckande, chokerande mm. appealing to everybody vissa tidningar r mass marketing, ngot fr alla att lsa single product made for everyone endast svart bil the more you produce, the cheaper in gets fokuserar p den stora massa

Product variety marketing offering variety pay more to get what they want

stealing the market from mass marketing Understand peoples views to understand what they want

Segmentation marketing/target marketing General 9 av 10 ex. H&M picking a group and see what will satisfy them

Needs Behaviour Characteristics

Break it down. You need to be sexists, frdomsfull. Detta fr att kunna anpassa produkten p bsta stt till kunden.

Micro marketing 1 av 10 people who instinctly are against everything thar everyone else is doing. The little groups Identify a specific group and target that group Is not focusing on the product, it is focusing on the specific group People are willing to pay a lot for it

Segmentation needs behaviour characteristics 4 ps - price - product (offering for sale) - place (distribution) - promotion (getting the word out there about the 3 other things above) Dela upp i grupper baserat p needs, behaviour och characteristics. Fokusera p en eller en mix av dem. Delar upp folk i grupper. 1. Geographic vergripnade the people from the country are different to the people in the city. 2. Demographics Age, gender, income, family, religion, ethic, occupation (blue/white color), family size. DINK double income no kids Profile based on the combination of the things above. 3. Age (lifecycle stage) 4. Gender ex. Kldbutiker riktar in sig p manligt och kvinnligt) 5. Income