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1. What is marketing?
2. How are markets analysed?
3. What product can I sell where
at what price?
4. Have my marketing measures
been effective?
 
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v at least two parties

v each has something to offer
v must be able to communicate
v must be able to deliver
v parties must be free to accept
or reject offers
 ¢

 

£ advertising (advertising and promotion managers)
£ selling (sales representatives/sales force)
 
£ product development
(brand and product managers)
£ packaging
(packaging designers)
£ pricing
(pricing specialists)

£ distribution
(sales personnel)
 |




1. Market analysis
(Who will buy?)

2. Marketing-mix planning
(What? Where? How much? How?)

3. Marketing control
(Have we been successful?)
 |
  !"#$

a) #egmentation
 !
 

 
!

b) Äargeting: Who are my customers?

c) ositioning: What is my main selling point?

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[ developing a tactics to achieve strategic aims

: to make customers from the target group buy

:
$ 

$ 

$  
$ 

 *   

[ looking back at the entire process to find out
whether or not it was successful

2 !
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£ planning is no guarantee for profit
£ markets change constantly
£ strategies not always effective

Ä:
$  ) 

$ 
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$ #


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1. |
  !"#Ä$
r -egmentation
r Targeting
r Positioning

2. |
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r Product
r Place
r Price
r Promotion

3. |


r ðnnual-plan control
r Profitability control
r Efficiency control
r -trategic control
 $



  

v traditional economies: same things

produced and consumed
v nowadays:
- products have a life cycle
- product range is constantly expanded
- find out what target market desires

Consequence is adjustment of:

- production
- research & development
- personnel administration
- finance
- public relations
÷
 

m 

£ create clear message

£ create credibility
£ involve emotionally
£ motivate
£ invite user loyalty

°

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Production site Warehouse Wholesaler

- factory outlet
- mail order house
- internet
- TV shopping
- door-to-door selling

consumer Retailer
°

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v communicate with customers
v influence customers

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 # 
—
%  

* # 

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# 
—
Representatives who advertise for and sell products
v they personalize the promotion process

effective at selling complex goods

most expensive promotion

°

 %  

Presents a
  ! 
—,
—

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v is a ! 
)
— 
(ðnreiz) ! a product/service

Ä— -!
1 price reduction

2. loyalty reward points

3. two for one

v Y
Y 
Y 


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 '—
 !

oes not aim to increase sales directly but

tries to boost the   — !

Ä— -!
- press conferences
- contests
- community events
- charitable events
- ecological projects
- foundations

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 $  ) —


Ä!
 # !  !!!
(id we sell as much as we planned?)
% |
)!
  !!!
(Have we lost or gained market share?)
* |
&!))! !  !!!
(id the marketing efforts pay?)

°

 $
 !—

o we have more earnings than expenditures?

#
!
£ few expensive products and few customers

£ many cheap products and many customers


Which of my products is the most profitable?

°

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ð
!
 !
 (

hxample: ðvon Lady (sales representative)

v how many doors in what time?
v how many products sold?
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v 
 ! !

! U-ð: Ơbig and powerfulơ

after few years: Is this positioning still OK?

v 
 —!
- enough advertisement?
- enough promotion?
°

 # !  !!!

Comparison _ sales goals (100 units)

_ actual sales (20 units)
_____________
discrepancies???
!!

v °
 






 
v 





 

  
v  


  
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 %|
!
  !!!

analysis of the competition on the market

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 *|
&!))! !
 !!!

£ How much did my marketing activities cost?

£ What sales numbers have these activities
generated?

Example: expenses (costs): ƪ 200.000

sales revenues: ƪ 200.001
[ We have a problem!!!

°