Download Marketing theory 27.3.2013

Business
Management B
part I
March 27, 2013
Heinrich Homola
Marketing
The process of creating, distributing, promoting
and pricing goods, services, and ideas to facilitate
satisfying exchange relationships with customers
and develop and maintain favorable relationships
with stakeholders in a dynamic environment
Pride, Ferrell: Marketing, 2010
Marketing Mix
Four marketing activities - product, distribution,
promotion, pricing - that a firm can control to meet
the needs of customers within target markets
Pride, Ferrell: Marketing, 2010
Marketing
Management
The process of planning, organizing, implementing
and controlling marketing activities to facilitate
exchanges effectively and efficiently
Pride, Ferrell: Marketing, 2010
Exchanges
The provision or transfer of goods, services or
ideas in return for something of value
Pride, Ferrell: Marketing, 2010
Marketing Strategy
A plan of action for identifying and analyzing a
target market and developing a marketing mix to
meet the needs of that market
Pride, Ferrell: Marketing, 2010
Marketing Plan
A written document that specifies the activities to
be performed to implement and control the
organization’s marketing activities
Pride, Ferrell: Marketing, 2010
Marketing Concept
A philosophy that an organization should try to
provide products that satisfy customers’ needs
through a coordinated set of activities that also
allows the organization to achieve its goals
Pride, Ferrell: Marketing, 2010
Pride, Ferrell: Marketing, 2010
transaction
marketing
relationship
marketing
Marketing management

Transaction marketing

Orientation towards single
purchase

Limited direct customer contact

Focus on product benefits

Emphasis on short-term
performance

Limited level of customer service

Goal of customer satisfaction

Quality is the manufacturing
responsibility
from “Business Management”, Karel Havlíček, 2012
Relationship marketing
Orientation towards repeat sales
Close, frequent customer contact
Focus on value to customer
Emphasis on long-term performance
High level of customer service
Goal of „delighting the customer“
Quality is the whole organization´s
responsibility
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4 P’s
4 C’s
Marketing mix 4Ps & 4Cs

MIX four Ps
MIX four Cs

Product

Price

Place

Promotion
Customers needs&wants
Cost to the customers
Convenience
Communication
four
Ps
from “Business Management”, Karel Havlíček, 2012
four
Cs
13
QMS
TQM
Summary : What is „CRM“ ?
Exchange of marketing mix
four Ps
four Cs
Exchange of customers
customers
stakeholders
Exchange of marketing
transaction
relationship
Exchange of quality management
QMS
TQM
from “Business Management”, Karel Havlíček, 2012
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Macro
marketing
research
Micro
marketing research
Marketing research
macro
FAR
environment
analysis
NEAR
environment
analysis
sociological
technological
economic
environmental
political
competitors
buyers
suppliers
substitute products
potential competition
from “Business Management”, Karel Havlíček, 2012
micro
17
Marketing plan
SWOT
analysis
Objectives
Strategies
Controlling
Strengths
Weaknesses
Opportunities
Threats
Specific
Measurable
Achievable
Realistic
Time
Product s.
Pricing s.
Distribution s.
Communication s.
Strategic c.
Operative c.
from “Business Management”, Karel Havlíček, 2012
18
Marketing strategies
Product
strategy
Pricing
strategy
four
Cs
Distribution
strategy
from “Business Management”, Karel Havlíček, 2012
Communication
strategy
19
Marketing strategies
Product
strategy
four
Cs
from “Business Management”, Karel Havlíček, 2012
20
Product strategy (customers needs & wants)
four
Cs
Product
strategy
Brand&Image
management
from “Business Management”, Karel Havlíček, 2012
Life-cycles
management
Product range
management
21
Marketing strategies
Pricing
strategy
four
Cs
from “Business Management”, Karel Havlíček, 2012
22
Pricing strategy (cost to the customers)
four
Cs
Pricing
strategy
Pricing
new
Pruducts
Price skimming,
penetrartion pricing
from “Business Management”, Karel Havlíček, 2012
Calculating a
price
Pricing
existing
Products
Price cutting-leadingfolowing
23
Marketing strategies
four
Cs
Distribution
strategy
from “Business Management”, Karel Havlíček, 2012
24
Distribution strategy ( convenience )
four
Cs
Distribution
strategy
Internal
service
management
from “Business Management”, Karel Havlíček, 2012
Mix
of distribution
channels
Channels
conflict
managemnet
25
Marketing strategies
four
Cs
Communication
strategy
from “Business Management”, Karel Havlíček, 2012
26
Communication strategy ( communication )
four
Cs
Communication
strategy
External
communication
management
Internal
communication
management
from “Business Management”, Karel Havlíček, 2012
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Marketing strategies
Product
strategy
four
Cs
Communication
strategy
from “Business Management”, Karel Havlíček, 2012
28