Explanation of Marketing for non-marketing people. Marketing fundamentals for sales men. Understanding what Marketing department do all day long.

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4. Maslow pyramid
Morality,
Self-Actualization creativity,
prejudice
Self-esteem,
confidence,
Esteem achievements,
respect
Friendship, family,
Love, belonging sexual intimacy
Security of: body, employment,
Safety resources, morality, the family,
health, property
Physiological needs Breathing, Food, Sexual activity
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5. Focus on Profit driver Period
Production Production methods till 1950’s
Product Product quality till 1960’s
Sales Sales methods till 1970’s
Marketing Customers needs and wishes from 1950’s
Marketing 2.0 Needs and necessities creation XXI century
Focus on Profit driver Period
Contact Building and keeping good
from 1960’s
management relationships with customers
Industrial Building and keeping good from 1980’s
marketing relationships between companies
Social
Benefit to society from 1990’s
marketing
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6. SIVA Method 4 “Р” of Marketing
Solution Product
Information Promotion
Value Price
Access Placement
People
Process
Physical Evidence
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7. Product
Analyses PR Advertising
Management
Development Market Internal Strategies
Tests Trends External Awareness
Evaluations Market niches Interviews Channels
Management Positioning Events Targets, efficiency
Promotions Competition News ATL, BTL, Guerilla
Life cycle Prices Image Internet
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8. SWOT analysis
Competitor My Company
Strengths Weaknesses Strengths Weaknesses
Opportunities Treats Opportunities Treats
Advantages, Focus, Market niche
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9. Segmentation
Geographical
country, region, city, town, etc.
Psychographic
personality traits or character traits which influence consumer behavior
Demographic
age, gender, socio-economic class, etc.
Behavioral
brand loyalty, usage rate, etc.
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10. Segmentation – an example
Segment/ Market size,
Park Zoo Theatre Cinema Disco Cafe
needs K customers
Rural areas No No No High No Low 1 000
Resorts,
No Low Low High Average Average 70
small towns
Average towns Average Average Average High High Average 20
1M+ towns High High High High High High 7
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11. Segmentation – another (real) example
Segment/ Market,
Internet Phone VPN Optic Back-up SMS
needs: K customers
Tele workers High No No High No No 400
Home internet users No No No High No High 1 000
Public Places No No Low High No High 1
Hosting companies,
Low High High High Low No 0,05
Data Centers
Computer resellers High High High High High No N/A
Financial companies High High High High High Low 0,05
Big companies with
High High High High High Average 5
branches
Government High High High High High High 1
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12. Target
DAMP acronym
Discernable
How a segment can be differentiated from other segments.
Accessible
How a segment can be accessed via Marketing Communications produced by a company.
Measurable
Can the segment be quantified and its size determined?
Profitable
Can a sufficient return on investment be attained from a segment's servicing?
Differentiation
Undifferentiated
Where a company produces a like product for all of a market segment.
Differentiated
In which a firm produced slight modifications of a product within a segment.
Niche
In which an organization forges a product to satisfy a specialized target market.
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13. Product Matrix
Big
Home users SOHO SMB Govern
Corporate
TV
SMS
3G Data
GSM
Fiber Optic
DSL
Back-up
Security
Video Surveillance
Real Time recoding
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14.  Cost
 Average Revenue Per User (ARPU)
 Margin – Net, Gross
 Efficiency
 Churn, Customer Relation Management
 Value Added Services (VAS)
 Earn Before Interest and Taxes (EBIT)
 Earn Before Interest , Taxes, Depreciation and Amortization (EBITDA)
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