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MARKETING

MARKETING. Deny A. Kwary www.kwary.net. Sales vs. Marketing. Market Segmentation. Region Density City size. Age Gender Family size Income Occupation Education Religion Race Nationality. Geographic. Demographic. Social class Lifestyle Personality. Psychographic. Occasions

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MARKETING

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  1. MARKETING Deny A. Kwary www.kwary.net

  2. Sales vs. Marketing

  3. Market Segmentation • Region • Density • City size • Age • Gender • Family size • Income • Occupation • Education • Religion • Race • Nationality • Geographic • Demographic • Social class • Lifestyle • Personality • Psychographic • Occasions • Benefits • Loyalty status • Behavioral

  4. Market Targetting Target the best market segment, by evaluating: • Segment size and growth • Segment structural attractiveness • Company objectives and resources

  5. Market Positioning • Attribute positioning, e.g. Disneyland, the largest theme park in the world. • Benefit positioning, e.g. A theme park for people seeking a fantasy experience. • Use/Application positioning: e.g. Japanese Deer Park for quick entertainment. • User positioning, e.g. Magic Mountain  thrill seekers. • Competitor positioning, e.g. Lion Country Safari, a greater variety of animals. • Product category positioning, e.g. Merineland  educational institution. • Quality/Price positioning, e.g. Busch Gardens, the best value for money.

  6. Marketing Mix (the four Ps) • Product: • Product variety, quality, design, features, brand name, packaging, sizes, services, warranties. • Price • List price, Discounts, Allowances, Payment period, Credit terms • Place • Channels, Locations, Transport • Promotion • Advertising, sales promotion, public relations, personal selling, direct marketing.

  7. Promotion Mix • Advertising: Any paid form of nonpersonal presentation and promotion of a product. • Sales promotion: Short term incentives to encourage trial or purchase of a product. • Public relations: A variety of programs designed to promote and/or protect a company’s image or its individual products. • Personal selling: Face to face interaction with one or more prospective purchasers for the purpose of making sales. • Direct marketing: Use of mail, telephone, or other nonpersonal contact tools to communicate with or solicit a response from speicific customers or prospects.

  8. Tugas Makalah dan Presentasi Kelompok • Tentukan suatu bisnis/produk yang akan Anda mulai. • Bagaimana cara Anda merekrut karyawan? • Lakukan segmentasi untuk menentukan target market. • Buat slogan yang menunjukkan positioning dari bisnis/produk Anda. • Tentukan harga produk Anda. • Tentukan tempat/lokasi. • Tentukan bauran promosi yang akan Anda gunakan.

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