Download - Vladimir Marinković- Marketing
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Marketing-how to win on market
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I DAY
Role of marketing in modern business
Marketing concept
Basic elements:
1. Consumer orientation
2. Integrated efforts
3. Objectives realization
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Marketing with different aspects
Matrix 4 C
Include:»Consumer needs »Cost to the consumers »Convenience »Communications
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Marketing vs sales orientation
1. Marketing orientation• Customer orientation• Competitive orientation• Interfunctional coordination
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Marketing efectiveness
Marketing evolution phases:
• Marketing as sale• Marketing as market research• Marketing as philosophy• Marketing as “window to world”
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Dimension of marketing oriented management
5 key dimensions:
1. Shared values and convinience of clients
2. Fullfil client requirements
3. Create market oriented business strategy
4. To make complement organisational structure with business strategy
5. Implemented market strategy
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Efectiveness and efficiency
Company unefectivenss efectiveness
unefficiency quickly left the business
survave
efficinecy Easy daying Fast growth
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Development of efective marketing mix
Elements of marketing mix
Basic charakteristics of efective marketing mix
Critics of marketing mix concept
Marketing and business contribution
Actual changes in marketing
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Marketing planing process
Temporarymarket
SWOTMerketing strategy
Marketing plan
Objectives In future
Implemen
tation
Evaluationcontrol
performancies
Temporaryinterenal abilities
Strenghts and weakness
External analisys
Internalanalisys
Opportunities and threats
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Exercise
• Marketing plan realization
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II DAY
Customer behaviour
• Individual customers• Organizational customers• Individual customers behaviour• Who is important in decision making
process?• How customer buying?
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Decision making process of customer
Problems recognizing
Looking for informations and
alternative solutions
Alternative estimation
Choice decision making
Post baying and baying consume and estimation
Problem recognizing
Looking for informationa and
alternative solutions
Choice decision making
Post baying and baying consume and estimation
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Influence on customer behaviour• Influence of baying situation• Influence of personal characteristics• Informations • Motivation• Opinions• Personal characteristics• Life style and life cyclus
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• Socio-cultural influence
• Culture i subculture influence
• Social groups influence
• Group leader influence
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Organizational customer behaviour
– Market characteristics of organisational customers– Sorts of market situations– Who baying in organisation?– Baying process of organizational customers
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Organizational customer
decision making process
phases
Introducing with problem
Making specification and
size of goods
Researching and quantification of
potential purchasing
sources
Collection and anlisyis proposals
for purchasing
Estimation of proposal and
choice of supplier
Choise of routine and purchasing
model
Estimation of feedback
contribution
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Organizational customers choice criteria :• Quality• Prices• Supply continuty• Percieving risk• Sectors policiesThre approaches of organizational customers
behaviour:• Selective perceiving• Selective deformation• Selective maintenance
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Market segmentation
●Market segmentation represents process of share of potential market on micro markets and one or more segments choice as target which on directing marketing activities
●Who are your customers? What they want? What they expecting? How they live? What is customers needs/habits?...
Basic criteria of market segmentation:●Geographical (urban....)●Demographical (sex, level of qualifications, rewenues, etc...)●Bihevioral (expected interests, loyalty, opinion about product,
etc…)●Psychographical (life style, values, personality, etc...)
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Market segmentation benefits for clients:Market segmentation benefits for clients:
● Marketing opportunities identification●Ensuring efficiency engagement of marketing research elements toward target groups●Market share on special segments on geographical, demographical, psychographical criteria in accordance with customers behaviour, customers habits, life style and social and financial status●Estimation of size of each segments in accordance of mentioned criteria●Adequate marketing strategy definition●Strategy for each segment (cluster)●Identifying of hide segments (clusters)
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• Segmentation is using in following cases:• Homogenity in segment• Heterogenity among segments• Own value for rentability realization• Operationality- opportunity for customers
requirements identifying and making adequate marketing mix for customers satisfaction
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Customer satisfaction research
●Customer satisfaction research is a key for keeping egzisting and attraction of new customers
● Functioning on the base of product/service quality, value added for customer, customer expectation, beyond loyalty satisfaction
●Why you must implementing customers satisfaction research? This research ensure to discover what is customers want what is satisfyied make them. On that way, beyond customer satisfaction, We achieve a high level of market competitivenes because through the time we increase and fulfill customers satisfaction
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Meaning and role Customer satisfaction Meaning and role Customer satisfaction indexindex
●Example-NATIONAL QUALITY RESEARCH CENTER (NQRC), University of Michigan Business School-USA, (which maked and implement American Customer Satisfaction Index (ACSI)) using softver licenced by CFI Group Inc.
●Customer satisfaction index is established as unique and independence customers experinece mesaurment. As mighty economic indicator, SCSI following trends in customers satisfaction and ensure survey of value benchmarking in market conditions.
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Statement have index-es and percentage approximation for Statement have index-es and percentage approximation for compliance, retension and price tolerance for:compliance, retension and price tolerance for:
●Customers expectations, ●Quality perception, ●Added value perception, ●Customers satisfaction (CSI), ●Customers compliance(in percentage-no as index), ●Customers loyalty●Customers attraction(in percentage-no as index), and“Price tolerance”. (in percentage-no as index),●In statement we can find common influence of mentioned variables and presenting of
eventual changes in index points
●Results will give for industry branches leaders, industry branches on industry level
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EXERCISE 1- SWOT analisys
EXERCISE 2-Market segmentation and market niche choice
EXERCISE 3-Business surounding analisys per groups
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III DAY
Market research role in company• Qualitative and quantitave market research
methods• Data entrys• Data survey• Making tables and graphics• Study realization and presentation results of
market research• Data analisys-support of decision making in
company
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– Market research methods– Qualitative research– Directing interview– Focus Groups– Monitoring– Psyhological researches – Quantitative researches– Research - Field – By Phone (CATI) – Via post - Via E- mail / web-– Omnibus -Panel
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• Technics using in market research• Descriptive analisys• Regresion analisys• Discrimination analisys• Cluster analisys• Factor analisys• Perception mapps• "Conjoint" analisys
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• Service customers• Market potential• Measurement of primary and secondary
demand potential• Market segmentation• Customer satisfaction• Research and measurement of customers
satisfaction• Index of customers satisfaction• Omnibus
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Market and competition
• Market scaner
• Price research
• Competition research
• Benchmarking
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Brand and services• Brand positioning• Perception mapps• Brand awareness• SWOT analisys
Promotion• AD testing• AD tracking• Marketing campaign efficiency
Mistery shopping
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EXERCISE 1-Questionaire creation
EXERCISE 2-Market research presentation on real example
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IV DAY
Marketing MIX-elements and meaning
• Product
• Price
• Distribution
• Promotion
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Product
• Quality, design, trade mark
• Diversify, usefull, temporal
• Size, packaging, etikecy
• Services, safety,
• Guaranties
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Price• Price, from costs aspects, demand and
competition. It is imortant to survey purchasing prices, substitute prices, import inluence
• Price for piece,diferent, block prices• Discounts / value or quantitative • Bonification • Payment deadline as guarantie
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Distribution chanells
• Market coverage
• Asortment
• Location
• Phyisical distribution
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Promotion• Personal sales-direct contact with customer• Sales promotion: advertisements,bilboards,
brochures, demonstrations, fairs, ... • Economical propaganda: media, katalogues,
simbols, amblems…
You can do it alone or give to special agencies
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EXERCISE-Reality simulation
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V DAY• CONTENT OF MARKETING PLAN• Marketing plan conzists of few parts • Content of Marketing plan:• I Short survey and content, short survey of proposal plan.• II Temporary market situation, data about market, product, competition, distribution and
macro surounding• III Chances and problems analisys in accordance with product, main
chances/threats/strenghts/weakness identifying• IV Objectives, definyng of financial and marketing objectives with producing value,
market share and profit• V Marketing strategy, presents marketing approach which will be using to achieve
business objectives• VI Action programme, special marketing programs projected for achieve of business
objectives• VII Presents of projected profit and costs, projection ogf expected financial result• VIII Control gives direction on which way we can follow and control plan
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Marketing strategy• Is the company need to doing permanent
business• Which products and markets is of special
importance for survivor, increase and development of company
• Which new products and markets we can find• How to find were is posible to realize competitive
strenght in relation on company potential
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Factors of important influence on marketing strategy:
• Life cycle phase of company
• Competitive position of company
• Situation in the all fields of state economy
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Marketing strategy for product life cycle phases:
• Entry phase
• Phase of increasing
• Phase of decreasing
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Pro
daj
a i p
rofi
t (u
din
)
Uvođenje Rast Zrelost Opadanje
Prodaja
Profit
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Marketing strategy and company market position:
Company on market could be in the role of market leader, challenger, follower , niche corrector
40% 30% 20% 10%
Market leader Market researcher FollowerMarket
tamponner
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Marketing strategies for different situation on market:
• Recesion
• Inflation
• Recesion
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EXERCISE 1-Marketing plan-prediction of costs and sale
EXERCISE 2- Marketing strategy realization(case study or guest)