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MARKETING

Forretning og Ledelse – Lektion 10. MARKETING. Forretning og Ledelse – Lektion 10. Nogle Marketing Begreber:. Target market and segmentation Market place Market Space Meta Market. Needs Wants Demands. Product Offering Brand. Value (QSP) Satisfaction.

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MARKETING

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  1. Forretning og Ledelse – Lektion 10 MARKETING

  2. Forretning og Ledelse – Lektion 10 Nogle Marketing Begreber: • Target market and segmentation • Market place • Market Space • Meta Market • Needs • Wants • Demands • Product • Offering • Brand • Value (QSP) • Satisfaction

  3. Forretning og Ledelse – Lektion 10 Marketing Channels • Communication Channels • Distribution Channels • Service Channels

  4. Forretning og Ledelse – Lektion 10 Construction Co. want list • High quality, durable equipment • Fair price • On-time delivery of equipment • Good financing terms • Good parts and service Caterpillar (marketer) Construction Co. (prospect) Caterpillar want list • Good price for equipment • On-time payment • Good word of mouth

  5. Forretning og Ledelse – Lektion 10 MARKETING MIX Marketing Mix Product Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Price List Prices Discounts Allowances Payment Period Credit Terms Promotion Sales Promotion Advertising Sales Force Public Relations Direct Marketing Place Channels Coverage Assortments Locations Inventory Transport

  6. Sales Promotion Advertising Sales Force Public Relations Direct mail telemarketing Internet Forretning og Ledelse – Lektion 10 MARKETING MIX STRATEGY Product Services Prices Distribution channels Target Customers Company

  7. Forretning og Ledelse – Lektion 10 Positioning Positioning is the act of designing the company's offering and image to occupy a distinct place in the mind of the target markets. The result is a customer focused value proposition • Three strategic alternatives: • Strengthen own proposition in customers mind • Grab an uoccupied position • De-position the competitor (FUD)

  8. Forretning og Ledelse – Lektion 10 Positioning Underpositioning, Overpositioning, Confused positioning, Doubtful positioning Attribute Positioning Benefit Positioning Use or application positioning User Positioning Competitive Positioning Product Category Positioning Quality and Price Positioning

  9. Forretning og Ledelse – Lektion 10 Differentiation Variables Product Form Features Performance Conformance Durability Reliability Repairability Style Design Services Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair Personnel Competence Courtesy Credibility Reliability Responsiveness Communication Channel Coverage Expertise Performance Image Symbols Media Atmosphere Events

  10. Forretning og Ledelse – Lektion 10 Product Life Cycle (PLC) Sales/Profit Sales Profit Decline Introduction Growth Maturity

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