basic marketing

04/24/23 Copyright Peter Szabo2003 1


1.To make students familiar with the basic marketing elements

2.To ensure a knowledge about general marketing and pharmaceutical marketing that can help pharmacists and doctors in their future career

3.To develop the students general English knowledge and communication skills


Copyright Peter Szabo 2003


To market a product, you must

Identify the target market

Identify the wants and needs

Convince the target market to buy


The marketing mix

( The four P-s)

The right Product

At the right Place

At the right Price

With the right Promotion


? ?

04/24/23 Basic marketing 13

Basic marketing concepts

a.Need, wishes, requestsb.Productsc. Marketd.Transactions, relationships, changese.Value and satisfaction


Needs, wishes, requests


Definitions


What is the market?

The market is the group of effective and potential costumers. ( P. Kotler)


The target market

AgeGender

Income levelType of work

Educational levelEthnic group

Religiongeographic location

A group of people that have some things in common


Who are the target market?


Finally I’ll have a goodlunch!

The history of need satisfaction


History of the satisfying of the needs

#Independent way

#Decentralized way

#Centralized way


Why is marketing important?


Types of request

Marketing management is the management of the request


Types of request

Zero request Negative request Latent request Irregular request Decreasing request Increasing request Covered request Over request


Negative request


Zero request


Latent request


Increasing request


Decreasing request


Irregular request


Over request


How to deal with negative request?


Production concept Product concept Sales concept Marketing conceptManagement concepts


Production concept

Decrease costs, Increase productivity


Product concept

To improve the product quality


Sales concept

Improve promotion and distribution


Marketing concept

To concentrate on the needs and request and satisfy them better.


Marketing concept

To concentrate on the

needs and requests

and satisfy

them better


Social marketing

It implies social aspects, healthcare, education, etc.


Marketing is sales with higher education


#Search for customers#Identifying their needs#Creating proper products#Promote them#Storing and distribution#Price fixing

Marketing implies


Search for customers


Finding out their needs


Create the product


Storage and distribution


Price fixing


Classification of products

From the social point of view products are:

Useful products

Deficient products

Advantageous products

Attractive products


LongTermAdventages

Immediate satisfaction

Useful products

Deficient products Attractive products

Advantageous products

Classification of products


The role of marketing in strategic planning


Annual plansLong term plans

Strategic plansStrategic planning

Types of plans


Marketing is sales with higher education


Strategic planning

Annual plansLong term plans

Strategic plans


-It gives the leading conception It gives the input data It gives the strategy

The role of marketing in strategic planning


a. The missionb. Strategic requirementsc. Strategic revisiond. SWOT analysise. Portfolio analysis

Strategic planning


1. What kind of activity are we in?

2. Who are our customers?3. Why are we in this

activity?4. What type of firm are

we?

The mission


Our mission:

We provide communication centered English classes for pretentious university students with efficient methods and the most modern equipment

STUDIUMENGLISH COURSES


The missionshould be

RealisticSpecific

Based on specific competences

Motivating


What can be their mission?


StrengthsWeaknessesOpportunitiesThreats

SWOT analyses


Strengths

Leader on a market or a niche

S Technology

Distribution , etc.


Weaknesses Too large range of

products Incompetent sales team

W Unknown brands or

products Low market share on some markets Newcomers


Opportunities

The market

O Technology

Demographic

changes, etc.


Threats

Competitors

T New technology

Demographic changes, etc.


SWOT analysisdiscussion, examples

STRENGHTS

WEAKNESSES

OPPORTUNITIES

THREATS


S

W

O

T


Entering a new market


Acquisition

Joint venture

Consortium

Franchise

Licensing

Local partner

Subsidiary


A company partly or wholly owned by the mother company

Giving sy the exclusive right to sell products

Selling the right to a trademark

A buying of a company

Cooperation with a foreign company to enter a market

Two or more company join temporarily to carry out a project

A group of companies in a similar business working together


Question marks Stars

Mill stones Cash cows

Market share

Marketgrowth

Portfolio analysis


PORTFOLIO

A pharmaceutical company


PORTFOLIO

A car manufacturer


Development strategies


Strategydefinitions


COSTS

Reduce costs


MODIFY RODUCT RANGE

Modify product range


INCREASE PRICE

Increase price


INCREASE VOLUME OF ACTIVITY

Increase volume of activity


TARGET NEW MARKETS

Target new markets


INCREASE THE WHOLE MARKET

Increase the whole market


TARGET NEW MARKETS

Target new markets


Market analyses Planning Implementing Control

The managementof

the marketing activity


Analysis


Planning


Implementing


Control


The marketing strategy depends on:

Target customers

Forecast of request

Segmentation

Competitive advantage

Target market

Positioning


Target customers


Forecasting


SEGMENTATION

Segment one Segment two

Segment three Segment four


COMPETITIVEADVANTAGE


TARGET MARKET


POSITIONING

Luxury Cheaper


THE PRODUCT POSITION ON

THE MARKET THE VALUE

CHAIN ORGANIZING FINANCIAL

RESOURCES

The competitive advantagecan come from


The product


Positionon

the market


Financialresources


Introduction Growth Maturity Decline

Product life cycle


CREATION


LAUNCH


GROWTH


MATURITY


DECLINE


Content Actual marketingsituation

SWOT analysis

Objectives&problems

Marketingstrategy

Actions to betaken

Budgets Control measures

Marketingplan

The marketing plan


Vision or goal

Target market

Target price

Distribution

Advertising

A marketing planincludes


Develop a vision


Develop a vision

“ To put a Coke within arm’s reach of every costumer in the world.”


Identify the target market

Ways to gather information:

Research existing dataCreate a written survey

Conduct interviews with focus groups


Guidelines to create a written survey

Be short and simple

Clear and easy directions


Guidelines to create a written survey

It should includeA title

The purpose

Directions how to do it

Response options and a Thank you


Conduct interviews on focus groupsDo you drink

Amstel or Carlsberg?


Conduct interviews on focus groups

Groups of 6-8 people in your target market

No more than 10- 20 minutes

Clear and concise questions


Establish a target price

Do they have enough money for it?

What price are they willing to pay?


For question number one use a survey

For question number two investigate average income for instance


Plan for distribution

How and where will the customers find

the product?


Plan for distribution

The materials that are used in its production

The processes that were used

The area or country where it was made


Create an advertising strategy

How will customers learn

about the products?


You must identify

The media

The times, and how often to advertise

A method to evaluate the results

!


Selecting the media

Who is the target audience?

What is their lifestyle?


Selecting the media

What type of media will reach the target

customer?

What are the costs?


Evaluating the advertising strategy

Set specific objectives

and

timelines


Evaluating the advertising strategy

By the March the 31st we must have sales of 30 000 boxes of Supradyn in

the country.


The control of the marketingactivity

Fixing objectives Measuring results Evaluating performance Corrective measures

CONTROL


Marketing research

Problem definition Planning Implementing Interpreting results

Marketingresearch


Marketing research

Exploratory research

Descriptive research

Casual research


Marketing research

PLAN:

a. Primary information

a. Secondary information


Marketing research

PersonalMailTelephoneContactmethods


Contact methodsFlexibilityVolume of informationThe influence over the interviewed personSpeed of taking the informationAnswer rateCosts


Which are the advantages?


Market definitionsPotential market 1oo%Attainable market 40%Attainable qualified market25%Provided market 15%Penetrated market5%


Potential market


Attainable market


Attainable qualifiedmarket


Provided market


Penetrated market


The decision of buying

1. !. Recognize the need2. 2. Search for information3. 3. Evaluate the

alternatives4. 4. Decide to buy5. 5. Post- buying attitude


NEED


INFORMATION


ALTERNATIVES


DECISION


POST

BUYING

ATTITUDE


3 main marketing strategies

1. # Domination through costs

2. # Differentiation

3. # Focusing


Marketing strategies

Never

in

between !!!


COSTS


DIFFERENTIATE


FOCUSING


4 main types of companies

Market leaders Challengers Followers Niche companies


The market leaders strategy

Increase the market Find new users Find new uses


The “niche” company’s strategy


a. Specialization on the end-user

b. Vertical specialization

c. Specialization according to the customers’ size

d. Geographic specialization

e. Specialization on a product

f. Specialization on cost/ benefit ratio

g. Specializing on services


Physiological needs

Safety needs

Social needs

Self esteem

Selfexpression

The hierarchy of needs


How to attack the chosen segment?

Undifferentiated marketing Differentiated marketing Concentrated marketing


How to attack a market?

1. Market segmentation2. Choosing the target

segment3. Positioning on the

market


PositioningA. Strengthening the

present positionB. Searching for an

unoccupied positionC. Attacking a competitor


Positioning- differences to be promoted

The promoted differences should be:

Important Distinguishable Superior to the competitors Profitable


Four types of advertising

Convincing Informing Reminding Comparative


Relational marketing

Basic relationship Reactive relationship Initiative relationship Responsible

relationship Partnership


Basic relationship


Reactive relationship

Asking the customer to call whenever he/she has any problem with the product.


Responsible relationship

Guarantee period


Initiative relationship

Calling and asking about problems regarding the product


The highest, ideal level of relationship


discussion


installment

after sales services

delivery and creditguarantee

packaging

features

style

quality

core


Brand management

Brand awareness Brand loyalty Brand image Brand leader Brand stretching Brand manager

basic marketing

Documents

basic marketing elementsto

general marketing

pharmaceutical marketing

right placeat

right pricewith

target marketidentify

psthe right productat

decentralized way