bsbmkg502 b – session vb
TRANSCRIPT
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BSBMKG502B – Implement and monitor marketing activities
Presentation Five
Tuning the marketing mix
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AN OVERVIEW OF MARKETING
WHO? The prospects: customers and competitors
WHAT? The product/service
WHERE? The location of premises and markets
WHY? The customers’ buying motives and needs
WHEN? The right product/service at the right place, at the right time
HOW? Production, distribution and promotion
HOW MUCH? The price customers will pay. What the business wants to spend. The profit you will make.
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THE MARKETING PROCESS
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MARKET SEGMENTATION:IDENTIFYING YOUR TARGET MARKET
There are two types of broad markets which help form the basis for identifying which market(s) your business will grow to serve.
The industrial market: this market is made up of organisations and businesses, and involves business-to-business marketing.
The consumer market: this market consists of all individuals who make up the population.
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MARKET SEGMENTATION
Market segmentation is the process of dividing a market into
distinguishable segments, in order to identify customer characteristics
and prepare a customer profile.
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TYPES OF MARKET SEGMENTATION WITHIN THE CONSUMER MARKET
A market segment is a group of customers related by some common characteristic(s). Geographic segmentationDemographic segmentationPsychographic segmentationOperational variables
segmentation
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MARKET SEGMENTATION
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CUSTOMER PROFILEIn profiling your customers, you should be attempting to answer the following questions.
Who are the customers?
What do they typically buy and how do they hear about it?
How often do they buy?
How can my new product/service meet the customers’ needs?
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GOOD MARKETING
Good marketing will maximise your chances of obtaining the two best types of business.
Repeat business: customers who are pleased with your product/service and therefore return to your business.
Referral business: customers
who recommend your
product/service to others.
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CONDUCTING A SWOT ANALYSIS
An essential part of market research is understanding your current market position. One effective means of assessing this position is to conduct a SWOT analysis.
SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. The purpose of conducting a SWOT analysis of your business, is to determine your business venture’s strengths and weaknesses, and identify and evaluate opportunities and threats in the market place.
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EXAMPLE OF A SWOT ANALYSIS
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SWOT ANALYSISBased on the SWOT analysis you should develop strategies to:
maximise and capitalise on your strengths
improve on your weaknesses to overcome their effect on your business
recognise and take advantage of opportunities
be aware of, and minimise the potential impact of threats.
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YOUR COMPETITORSA competitor is any business that offers the same or similar products and services to the same groups of customers you are targeting.
There are three types of competitors for your product/service:
Direct competitors Indirect competitors Emerging competitors.
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ANALYSING YOUR COMPETITORS
In order to analyse your competitors, you need information in the following areas:
Location Products offered Services offered Markets served Points of sale Pricing structure Strengths Weaknesses.
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COMPETITIVE ADVANTAGE
Your competitive advantage must be:
based on the strengths of your business
meaningful and valued by your target customers
substantial enough to make a difference
sustainable in the face of competitor action and changes in the market.
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POSITIONING STRATEGIES
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THE MARKETING MIX
“4P’s”:
Product – what you are selling.
Price – what you expect in return for offering your product/service.
Place – where you will sell your product/service to the target market.
Promotion – the way you are going to let customers know about your product/service.
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FEATURES OF A PRODUCT/SERVICE
A feature refers to any attribute of your product/service. Features are the tangible, measurable aspects of a product/service.
engine size of a car
woollen fabric in a dress
the processing speed of a computer
the provision for same day service by a dry cleaning firm
the taste of a home-made apple pie
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BENEFITS OF A PRODUCT/SERVICE
A benefit, describes how a product/service will be of advantage to, or help, a customer.
increased safety
increased efficiency
saved expense
improved appearance
greater comfort
enhanced image
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LIFE CYCLE OF YOUR PRODUCT/SERVICE
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LIFE CYCLE OF YOUR PRODUCT/SERVICE
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PRODUCT/SERVICE MIXRemember that your aim is to meet the customers’ need in relation to:
product/service application
product/service range
quality
features
packaging
unit size
guarantees or warranties
benefits to customer.
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PRICE It is not possible to make pricing decisions in isolation. You need to consider a combination of factors such as:
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METHODS OF PRICING
There are three main methods of pricing products/service:
Cost-based pricing
Demand-based pricing
Competition-based pricing.
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METHODS OF PRICING
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SPECIFIC PRICING STRATEGIES
market skimming pricing market penetration pricing target return pricing going rate pricing perceived value pricing image pricing product line pricing psychological pricing loss leader pricing discount pricing distress pricing
We have already covered what these mean in previous lectures.
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PLACE
The word place in marketing terms, refers to where the exchange of product/service occurs between the seller and the buyer. Deciding on a ‘place’ involves three aspects:
the location the premises and its
location methods of distribution.
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Activity• You are now going to conduct a SWOT analysis based on
a new product.• A CRICKET BALL
• Saved under:
Activities/Hardcopy/Slides
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