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Lecture 7. Marketing basics
Stepan Vladimirovich Khachin
Head of Engineering Entrepreneurship
Department
Tomsk Polytechnic University
Definition and goal of marketing
 Marketing is a profitable satisfaction of needs
 Goal of marketing is to achieve level of
knowledge and insight to the point where
goods and services suggested by you are vital
and sell themselves
 The result of marketing is camera-ready
customer
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When marketing is necessary?
 Commercial potential of innovation development / idea
determination;
 Introduction of new product into the market (positioning,
composition of marketing strategy);
 The search of a sales area;
 The search of a partners (technology transfer);
 Business plan set up for investment raising;
 Inefficiency of promotion methods, inconsistency between product
characteristics and client’s expectations, dissatisfaction concerning
quality of provided goods/services ;
 Monitoring of situation and new competitors («Keep our nose to the
wind»);
 Development of a new products.
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The concept
 Product and problem on market.
 Consumers. Market size.
 Current solutions.
 Benchmarking study. Competitive advantages.
 Promotion strategies.
 Business modelling
 MI resume
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Where to find information?
 The Internet: analytical review, theme-based web-sites,
deliverables of market leaders, reviews of specialized
consulting agencies
 Statistics data: data reports, results of surveys,
monitoring data of government entities, non-borrowed
and purchased data bases
 Consumers surveys: interview (questionnaire), focus
group
 Consultations with experts in current area
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Tips for information search
 Determine key words and synonyms (!There could be a difference between
international and Russian classification)
 Don’t be lazy concerning using of MI demo versions of specialized marketing
agencies (!Diagrams often contain links to original information resource on your
topics)
 Thoroughly study information on competitor’s sites. Try methods of CI (competitor
intelligence)
 Learn how to work with federal and territorial services of government statistic,
federal, local government sites. There is a plenty of hidden information
 Negotiation with consumers is mandatory
 There are always experts, learn how to find them and get them talking
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Content
 Product and problem on market.
 Consumers. Market size.
 Current solutions.
 Benchmarking study. Competitive advantages.
 Promotion strategies.
 Business modelling
 MI resume
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Product and problem on market
 Problem identification
 What is innovation?
 What consumers problems you suppose to solve with your
product?
 As a matter of fact, it’s a research hypothesis
 Then – hypothesis test with qualitative data (how serious
problem is in a scale of targeted geographical segment )
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Two approaches to develop a new products
 From product – we developed something and
we should find market
 From market – we highlight a need and know
how develop and produce (pretty quick)
product that allows to satisfy customer’s
problem
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Ways to create business ideas
 You work in current area, knew market and its
needs
 From personal experience
 Negotiation with expert in special area
 Target search
 Business ideas exhibition and calls
 Brainstorming
 From abroad (Always keep in mind IP issues!)
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