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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).