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Transcript
Developing Marketing Strategies By M.Shariq Basic Strategies For Successful Marketing Moving quickly to satisfy customer needs. Using pricing to differentiate the product/service. Paying attention to packaging. Building customer loyalty. Offering samples and demonstrations. Educating customers. Marketing Concept The Marketing Concept involves giving special consideration to the Needs, Desire, and Wishes of present and prospective customers. The Marketing Concept Customer Satisfaction Total Company Effort The Marketing Concept Profit Marketing’s Changing Role Simple Trade Era Production Era Sales Era Focus: Sell Surplus Focus: Increase Supply Focus: Beat Competition Marketing Department Era Focus : Coordinate and Control Marketing Company Era Focus : Long-Run Customer Satisfaction Customer’s Needs Personal Needs Social Needs Safety Needs Physiological Needs Types of Customer’s Behavior 6-3 Psychological Variables Social Influence Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Family Social Class Reference Groups Culture Purchase Reason Time Surroundings Different Types of Customers Manufacturers Producers Farms, mines, etc. Financial Institutions Other providers All business and organizational customers Middlemen Governments Nonprofits Wholesalers Retailers Federal State and Local National Local The Product Life Cycle Market Introduction Market Growth Market Maturity Sales Decline Total Industry Sales + Total Industry Profit Time – TEST MARKETING •SIMULATES THE CONDITIONS UNDER WHICH A PRODUCT IS TO BE MARKETED • PRIMARY RESEARCH: •Ask your customers what to ask. •Be sure the answer will tell you what to do •Use a combination of different types of questions . •Develop a user friendly design •Avoid asking customers to rank lengthy lists of items •Address only one issue in each question.
