1 / 21

The Marketing Concept April 12 th , 2013 Participant’s manual

The Marketing Concept April 12 th , 2013 Participant’s manual. 2013 Level UP - Lebanon. Seminar objectives. What is Marketing? How it developed into today’s science? Learn the golden pillars in Marketing How you can build TRUST with your clients?

makaio
Download Presentation

The Marketing Concept April 12 th , 2013 Participant’s manual

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Marketing ConceptApril 12th, 2013Participant’s manual 2013 Level UP - Lebanon

  2. Seminar objectives • What is Marketing? • How it developed into today’s science? • Learn the golden pillars in Marketing • How you can build TRUST with your clients? • How Marketing segmentation and positioning will help your Strategy? • How IMC help boosting your image?

  3. Marketing Principles NATURE & SCOPE OF MARKETING: * Social & human sciences: sociology, psycho, political * business sciences: stat, mgt, eco, fin, acc Purpose?ingredients to whom? Which people? Concept? taste / odor / features Where? / How to access? package / label Which stores? cost / price Awareness / promo? Idea Product Market

  4. Marketing Principles Marketing: is simply to create a consumer satisfying: Product - Price it - Promote it - Place it. Marketing is a customer-oriented process by which companies create value for customers and build strong customer relationships to capture customers’ value in return through satisfying their needs & wants

  5. The Marketing evolution Marketing Management Orientations

  6. “Sales” Vs. “Marketing”

  7. Customer Value, Satisfaction, Retention and Trust

  8. The golden pillars in Marketing • Customer value: is to provide customer with added value not easily available at competitors (differential advantage) • Value is the ratio of perceived benefits acquired versus what has been paid. • Customer satisfaction: Is the individual’s perception of the performance of the product in relation to his expectation

  9. The golden pillars in Marketing • Customer retention: The objective of providing customers with “value” and “satisfaction” is to “retain” customers and make them “loyal”. LOYALTY, WHY? • They buy more products • They are less price sensitive • Servicing them is cheaper • They spread positive word of mouth

  10. Before and After… • After: • More Doctors (more demanding Doctors) • Final customers (patients) are becoming more knowledgeable • More companies with similar products • More generic drugs • More hospitals • More Pharmacists (even staff prescribe!) • Friends, nurses, aid-nurses (they all prescribe) • More active Distributors Before: • Few Doctors (Doctors had the influencing decisions - you had to convince one decision maker) • Many patients unaware / unknowledgeable • Few companies were dominating the markets with products (80/20) • Few Hospitals & intermediaries • Few similar medicines • Fewer generic drugs

  11. Creating Value for Target Customers Market Segmentation Market Targeting Differentiation and Positioning THROUGH

  12. I. The Marketing segmentation • A target market: is a geographical location composed of heterogeneous people and whose the Company aims its efforts at • Market segment: Since we want to address only “some” of these people, we will subdivide our target market into “segments.” • My Target segment: will be the above “segment” which will be now “homogeneous” and treated with same Marketing-mix strategies

  13. II. T- S - T Targeted geographical region Heterogeneous Groups with different needs Chosen segment: Kids – smokers – Parents – rich people..

  14. 1. Demographic Segmentation

  15. 2. Psychological (Personality Traits) • Trait is any distinguishing, relatively enduring way in which one individual differs from another • Major types: a) Inner Vs. Other-directedness b) Extrovert Vs. Introvert c) High Vs. Low Dogmatism • Personality is linked to both, product categories and specific brands

  16. 3. Social Class & Lifestyles • Social class stratification: High – Middle - Low • Psychographics include activities, interests, and opinions (A.I.O.) • They explain buyer’s purchase decisions and choices

  17. 4. Benefits Segmentation When consumers primarily seek specific benefits from their products: • Uniqueness • Quality or Value for money • Emotional / social benefit

  18. III. Differentiation & Positioning Positioning: It is simply how customers “view / perceive” your product / brand or how you want them to perceive it (when compared to others) Positioning is affected when comparing our product Vs. competitor’s through consumer’s: • Perceptions • Impressions • Feelings • Positioning Concept • “Positioned in” the consumer’s mind • “Positioned against” competing brands

  19. III. Differentiation and Positioning

  20. The market’s dynamics

  21. End of Seminar

More Related