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Porter’s Five Forces Kotler Pg 226 Selecting competitors pg 231

“market share.”  It’s the portion of the market your brand owns.  For example, Nike owns a HUGE percentage of the atheletic apparel market.  The second concept of marketing is the “heart share.”

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Porter’s Five Forces Kotler Pg 226 Selecting competitors pg 231

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  1. “market share.”  It’s the portion of the market your brand owns.  For example, Nike owns a HUGE percentage of the atheletic apparel market.  The second concept of marketing is the “heart share.” • Whenever a brand image or association tugs at your heart strings, it has a “share” of your heart.  Think of children’s hospitals for some, or highly successful sports teams for others.

  2. The “mind share” is the third and arguably most valuable concept of marketing.  It governs brand associations and name recognition.  • Informal measure of the amount of talk, mention, or reference an idea, firm, or product generates in public or media. • Think about Internet searches.  Even if you use Ask.com as your search engine of choice, most people will still say you’re “Google-ing” things online.  Having this kind of power over customers’ mental associations is priceless, and is the aim of every marketer in every industry.

  3. Porter’s Five Forces Kotler Pg 226 • Selecting competitors pg 231

  4. Leaders • Challengers • Followers • Nichers

  5. Marketing of Agricultural Goods & Rural Marketing • Characteristics of Agricultural Goods: • Perishable • Seasonality • Bulkiness • Variation in Quality • Irregular Supply of Products • Scattered production • Processing

  6. Problems in Agriculture: • Pg. 485 Agricultural Marketing Prithwish Roy

  7. Problems in Agricultural Marketingpg no 43 Rural Marketing: • Underdeveloped market & underdeveloped people • Lack of proper physical communication facilities • Media for rural communication • many languages & dialects • Vastness & Uneven spread • Low per capita incomes. • Logistics, storage Handling & transport • Market organization & staff • Product Positioning • Hierarchy of Markets • Lower Literacy Levels • Seasonal Demand

  8. Marketing of Manufactured Goods Kinds of goods: (pg 311 Kotler) • Convenience goods: Frequently immediately & with a minimum of effort. E.g.. soft drinks, soaps, newspapers. • Shopping goods: consumer characteristically compares on bases such as price, quality, suitability, style. E.g. furniture, clothing, used cars, major appliances. • Specialty Goods: unique characteristics or brand identification for which a sufficient no of buyers are willing to make a special purchasing effort. E.g. cars, stereo components, photographic equipment, men's suits. • Unsought goods: consumer does not know about or does not normally think of buying. E.g. smoke detectors, life insurance, encyclopedias, medicines.

  9. Marketing of Industrial Goods • Industrial Goods Markets vs. Consumer Goods Market ( Photocopy)

  10. Types of Industrial Goods: • Agricultural Products (raw materials) • Products of extractive industries: 1. Raw Materials 2. Supplies • Manufacturing Products 1. Semi- Manufactured Goods 2. Parts 3. Machinery(installations) 4. Equipment 5. Supplies • Services

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