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Trade Marketing - Zdenek Linhart, Czech University of Agriculture Prague, [email protected]
Objectives: Define terms and developmental trends
1. Marketing economy assigns to individuals responsibility for unknown solutions. Planned economy asks a full support from
individuals to the tasks derived by professional state planners and elaborated by managers of organizations.
2. Marketing methodologies developed: observation, STP, mix, scientific methods
3. Marketers specialised:
- Marketing management (benefits of products are marketed at the place of development) - production marketing concept
- Trade marketing (benefits of purchases are marketed at the place of sale) - product marketing concept
- Marketing of book keepers (richness of client is marketed through trade with companies) - sale marketing concept
- e-Business (BtoB) improves developmental management and competitive advantage for businesses) - marketing concept
- e-Commerce (BtoC or CtoC) makes buyers or marketers from consumers teaching them to use knowledge, liking, and trust.
4. Substructures and superstructures between marketers in trade marketing (imagine chain alternatives showing a top-down power
or middlemen options showing bottom-up approach):
- trade marketing culture begins from buyer who refuse a shop with less then 95% of expected goods
- therefore, either mind of buyer (imagine category management items) or assortment (imagine example of shop design) of goods
is changed, or both
5. Project assignement
Objectives: Responsiblity of students. Cases will be discussed to see alternatives (spare parts for cars, supply management of bee
keepers, sharing events (hunting, meal, culture, fun, ...), protection of cultural heritage (castles, co-operatives, ...)
Methods: Actions reaching an optimal marketing mix should keep the whole developmental (not just a product) chain consistent.
Therefore, interests of all potential markets must be satisfied since the beginning (input criteria) till the end (output criteria) through
concerted actions (service, shopping basket, data perception, loyalty maintenance).
Assignment: Select your case, its objectives, and select first few actions bringning profit to the new busiess or project. Use the table
below and fill practical criteria and actions into empty fields:
Case:
Program
development
New
consumption
markets
New industrial
markets
Mature
consumption
markets
Mature
industrial
product
markets
Mature
investment
markets
Mature
purchasing
markets
Loyalty
markets
Input criteria
(segmentation,
restrictions)
Output criteria
(mix, scales)
Action 1
(service)
Action 2
(shopping
basket)
Action 3
(improvements
through data
sources and
processing)
Action 4
(reduction of
failures
through
computer
based chain
communication
)
Order and best
program
Explain who (expert), how (method) selected the best criteria for selection of objectives and elaboration of plan
selection
through project assignment to individuals. Can they do it now? How they need to change to improve themself?
Case: Results of observation of spare parts market for Renault Kagoo and Clio
Program
New
New industrial Mature
Mature
Mature
Mature
Loyalty
development
consumption
markets
consumption
industrial
investment
purchasing
markets
markets
markets
product
markets
markets
markets
Input criteria
tailor made
car quarters
(segmentation,
cutting off
restrictions)
parts
Output criteria drying the
subtracting price quality of ISO 9000
e-logistics
small garages
(mix, scales)
liquids
parts from original parts
competition
virtual storage vs. remakes
Action 1
no border
(service)
control
Action 2
e-shopping
e-recycling of focusing
references to e-repair model e-call for
discount for e(shopping
logistics
abundant
catalogues
pages of
and offer
complete order shopping
basket)
stock
competitors
Action 3
IP addresses e-optimisation opening hours charging
FAQ
criteria for
frequency and
(improvements
of incomplete of provisions
/ days
competitirs for
comparison
size of orders
through data
transactions for downliners
number of clics
and benefits
in critical
sources and
on their
for suppliers
periods
processing)
hyperlink
Action 4
Chat hours
XML
offer of
(reduction of
communication updated file to
failures of
between
portals for
computer
servers
downloading
communication
Order and best
program
Explain who (expert), how (method) selected the best criteria for selection of objectives and elaboration of plan
selection
through project assignment to individuals. Can they do it now? Follow next „Two Gear Action“ methodology
Above proposed actions are structured below based on its output capacity filling claims, which are listed in headlines of columns (profit and growth) and
process claims in rows (acquiring resources, guarranteeing turnover or growth, selecting first action bringning these both effects, saving transaction costs, and
applying for resources of followers)
Further processing of incentives revealed by brainstorming above, applied on e-business
Process /Benefits
Acquiring resources (to find
entrepreneurs willing to start ebusiness):
- spare parts for cars
- co-operative membership shares
- products of bee business
- rural entrepreneurs
- travel agency
Profit claims: .... % will be filled later
results of the first visit
- visit of spare part based partner in France collapsed
because of language barrier
- co-operative was forced to change into joint stock
company, which need not repay membership shares
- bee business was assigned as diploma thesis
- mayors of villages were invited by local animator for
kick off meeting
- travel agency invited us to discuss other alternative
then transfer of partnership into join stock copany
Growth claims: .... % will be filled later
There are two options strengthening growth:
1. selection of the best case, where is either support
implementation for e-business or urgent and e-business
implementation acquires control over resources
2. find for each case someone (animator) who must
finish it successfully with the support of entrepreneur.
STRATEGICAL ORIENTATION:
think map of actions listed in the
table above is derived from their
relation to market strategies:
Temporarily mix of output criteria, ensuring turnover and
competitive advantage by inovativness or speed of
implementation. Proposed actions of marketing mix are
for example:
-Innovativeness: IP addresses of incomplete
transactions
- Speed: subtracting parts from virtual storage is easy,
fast, and can be periodically updated by downloading
file of web product offer
Key input actions and accompaniing ones attracting the
biggest attention are structured here in the shape of the
think map emphasizing time spent on sales. Example:
focusing catalogues, e-shopping logistics
Marketers are evaluated here based on effect of actions
they have proposed on:
- loyalty: e-repair model and offer
- competitive advantage: e-logistics
- global reach over command customer: small garages
are exluded from supplies by large customers and here
can be supplied independently
Think map of proposed actions is listed here:
APPEARANCE: actions having
potential to gain attention
BARGAINING POWER on
procedures saving transaction costs
Input actions are connected to decrease also
transaction costs by re-engineering of endless
improvemental activities. Example: e-optimisation of
provisions for downliners selects best of them
CAPABILITY TO INCREASE
conversion rate
Actions derived by brainstorming in table above are
connected in that way to increase profit by actions of
sales promotion, which are run through internet.
Example: chat hours
Think map of recognized actions is restructured here
after time spent on promotion. Example: FAQ and XML
communication between computers can save
promotional expenditures and improve understanding
adn loyalty in the long run
Managers are evaluated based on results of their data
processing on strategy of their company. Example of:
- differentiation: car quarters
- low costs: frequency and size of orders in critical
periods
- focusing strategy: tailor made cutting off parts
Marketers are evaluated based on their impact on:
- loyalty: Image of used opinion leader
- competitiveness: comparison with ISO 9000
- global reach: ecology of controled car disasembling
Internal fielsds of this table should be made empty and then filled by requested think map or other measures. This table will be compared with table, which
was filled by observation of possible actions on the market. This comparison will be further discussed by panel of experts, who confirm key or exclude
unsubstantial actions. Key important actions are listed on diagonal of table, where research, development, implementation, and improvements are in columns
and available area, shopping basket, feedback statistics and computer communication are items listed in rows. MBO and actions related to them appear on
diagonal as was mentioned above.
Measurable outputs
Border of core benefits
area (features without
which the synergy effect
do not emerge)
Research
MBO and action 1: For
industrial or new
product...
price/promotion, mature
... product/place quality
Purchase: Shopping
basket
(the order of
implemented items
(biggest turnover) per
customer)
Preferences, turnover
Problems, which new
per feature: Feedback
solutions solved anyhow
statistics vs. potential
product
(the order of the most
often purchased feature)
Computer
communication
standards
(increase of turnover
after purchase and
implementation by user)
Development
Implementation
Problems, which are not
mature for solution yet
Improvement
MBO and action 2:
Generic objectives for
industrial or new market
... factors encouraging
standardisation,
mandatory features
MBO and action 3:
Augmented objectives:
distinguishing features
MBO and action 4:
Potential objectives:
features appended by
servicing personnel
Fill here your own preferencies and discuss them with other experts. All together you should decide about actions listed in rows and
its target standards during continuous improvement.
Tyto tabulky jsou komunikaèním standardem mezi autorem a oponenty. První tabulka bude proškolena v rámci marketingu
obchodu pro zaèáteèníky. Od druhé tabulky se budou odvíjet konzultace k sestavení objednávky. Tøetí tabulka slouží jako vodítko
pro oponenta z marketingu. Tuto tabulku si upraví pro své potøeby i oponenti vnitøních procesù projektu:
- informaèních systémù,
- financování
- návrhu grafických prvkù webové stránky (propagaèní úèinnost)
- objednávky elektronického obchodu na klíè
- práce s chytrými znaèkami
- korporátní identity
- etiky a spolupráce
- pøímé podpory internetového prodeje
- marketingového výzkumu (statistiky, smart tags)
Databázová a e-mailová komunikace (smlouva o provedení práce, èi o pracovní èinnosti - úèastník najímá šéfa projektu a
ten zase subdodavatele - konzultanty:
V databázi internetové stánky projektu budou uloženy:
- Adresa úèastníka k zaslání pracovního sešitu pøed zahájením kurzu a záhlaví smlouvy (RÈ/IÈO)
- Pøihláška na školení a odpoèet pøihlášeného úèastníka z celkové kapacity místnosti, kde bude kurz poøádán v podobì odpovìdí
na dotazník:
-- smlouva s datumem úèasti na kurzu
-- typ zvoleného kurzu
- Pøihláška na zavedení e-businessu úèastníkem kurzu (také je obsažena pod tabulkou úvodního dotazníku, ale úèastník se k ní
musí ještì jednou vrátit po absolvování kurzu, pokud se na nìj pøihlásil, jako že nemusel), pøípadnì pøihláška
oponenta/konzultanta:
-- výsledky testù na terminologii (oponent/ konzultant je vkládá), aby byla zajištìna schopnost pochopit komentáøe konzultantù
-- typ projektu (e-commerce (zvýšení míry konverze propagací nového produktu), e-business (úspora nákladù a korporátní identita,
etika a synergie), oponent / konzultant vkládá hypertextové odkazy na webové stránky a powerpointové presentace
-- upøesnìní cílù projektu projektantem nebo procesu konzultantem nebo jazykových mutací skupinou eb-eu - viz tabulka
segmentace (pozorování) a tabulka positioningu (vnímání)
-- upøesnìní hodnotících kritérií pro proces v tabulce odvozování MBO oponentem / konzultantem (hodiny, cena do smlouvy)
-- zvolené procesy, které by v projektu mìly projít oponentním øízením
-- pøidìlené body pøihlášce od oponentù, které podmiòují její umístìní v poøadí žádostí mezi zaøazené nebo odsunuté (oponenti
mají jen urèitou kapacitu
- Hodnocení: Na zvolené procesy k obhajobì (napøíklad vnímání a propagace, financování nebo statistika) pøipojit napøíklad
pomocí XML aktualizace datových polí nebo sdílení Exelovské tabulky:
-- datumy a kopie odesílaných projektù úèastníkem na 3 povolené konzultace a
-- datumy, hodnotící tabulku s výsledným procentickým hodnocením a komentáøem konzultanta
-- Do textu stránek, pøipojených hypertextovým odkazem poèítat a zobrazovat poøadí øešitele na seznamu, které je odvozeno z
poètu oponovaných procesù a procentických hodnocení oponenty:
-- seznam certifikovaných projektantù (oponentù) poté, co probìhla tøetí oponentura projektu nebo pøihlášky hodnotící tabulky
oponenta mezinárodní skupinou eb-eu nebo od poslední oponentury ubìhly dva mìsíce a její výsledky jsou nad 40 %.
- seznam akreditovaných projektantù poté, co od nich obdrží hodnotící tabulku s kritérii a referenci na jejich webové stránky, kde se
nachází výklad kritérií v podobì powerpointových presentací nebo funkèních webových stránek
Ke každé akci budou uvedeny ceny až budou splnìny podmínky udìlení EU grantu LdV. Splnìné podmínky, napøíklad èas dodání
projektu a poèet nárokových oprav, které má nárok èerpat a budou konzultantovi /oponentovi proplaceny. Konzultant / oponent se
stejným zpùsobem musí akreditovat u mezinárodní skupiny vedení eb-eu a poté bude certifikovat svou odbornost na výsledném
certifikátu internetového obchodu. Klient dostává e-maily od oponenta a koneèné hodnocení se mu po dvou mìsících objeví v
podobì místa na seznamu certifikovaných projektantù. Oponent / konzultant musí vidìt jak mu roste konkurence, aby se z jejích
postupù mohl uèit a zlepšovat identitu, diversitu, z ní vyplývající synergii i etiku celého školícího systému, ovlivòovanou každým
úèastníkem (oponent, konzultant, projektant internetového obchodu, ten, kdo požaduje nebo zprostøedkovává jazykovou mutaci eb
v ostatních zemích eu).