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MARKETING SEMINAR 2005

MARKETING SEMINAR 2005. RESEARCH & DEVELOPMENT. RESEARCH Search Planning New Knowledge Non Public Knowledge Future Implementations. DEVELOPMENT Implementation Direction Product/Process Improvement Business Objective. MARKETING RESEARCH. SECTION PURPOSE

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MARKETING SEMINAR 2005

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  1. MARKETING SEMINAR 2005

  2. RESEARCH & DEVELOPMENT • RESEARCH • Search • Planning • New Knowledge • Non Public Knowledge • Future Implementations • DEVELOPMENT • Implementation • Direction • Product/Process • Improvement • Business Objective

  3. MARKETING RESEARCH

  4. SECTION PURPOSE Executive summary Presents a quick overview of the plan for quick management review Current marketing situation The marketing audit that presents background data on the market, product, competition and distribution SWOT analysis Identifies the company’s main strengths and weaknesses and the main opportunities and threats facing the product Objectives and issues Defines the company’s objectives in the areas of sale, market share and profits, and the issues that will affect these objectives Marketing strategy Presents the broad marketing approach that will be used to achieve the plan’s objectives Action programmes Specifies what will be done, who will do it, when it will be done and what it will cost Budgets A project profit and loss statement that forecasts the financial outcomes from the plan ControlsIndicates how the progress of the plan will be monitored PM 3.11 Contents of a marketing plan

  5. The innovation time of scientists at Ramat Negev is headed by Yoel DeMalach, Dean of Brackish Water Agricultures.

  6. Figure 8 : Generations of Products Picture 8.1: First Generation Picture 8.2: Second Generation Picture 8.3: Third Generation

  7. SELECTED CORE COMPETENCIES/PRODUCTS

  8. Persuade to Buy Match Customer’s Requirements

  9. PRODUCTS STRATEGY Ansoff Matrix Present Future Present MARKETS Future PRODUCTS

  10. PRODUCTS STRATEGY-B.C.G High RATE OF GROWTH Low Large Small MARKET SHARE 116

  11. PRICE STRATEGY MARKETING OBJECTIVES Survival Profit Maximization Market share Quality Leadership Leadership COST APPROACH Break-even Cost Plus Benefit CUSTOMER’S VALUE APPROACH Ultimate Luxury Shopping Convenience Me Too COMPETITION APPROACH Discrimination Historical Price

  12. PHYSICAL VALUE BRIDGE

  13. GLOBALIZATION DRIVERS

  14. ENTRY STRATEGIES Exports Sourcing Licensing Joint Venture. Equity Ownership Alliances

  15. INTERNATIONAL STRATEGIES ·      Domestic ·      International ·      Multi-domestic, Multi National ·      Global ·      Transnational

  16. PORTER’S DIAMOND Chance Firm Strategy Structure & Rivalry Factor Demand Conditions Conditions Related & Supporting Government Industries

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