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HBM Marketing CMD

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Marketing Higher/Int 2 Business Management 2009 - 2010
What is a market? ,[object Object],[object Object],[object Object],[object Object]
What is marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Definition of Marketing ,[object Object],[object Object]
Role and Importance of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing in Action ,[object Object],[object Object],[object Object],[object Object]
Identifying Consumers’ Requirements ,[object Object],[object Object],[object Object],[object Object]
Anticipate Consumers’ Requirements ,[object Object],[object Object],[object Object],[object Object]
Satisfy Consumers’ Requirements ,[object Object],[object Object],[object Object]
Profitability? ,[object Object],[object Object]
American Car Industry ,[object Object],[object Object],[object Object]
Swatch ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Assessing the Market ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product-Orientated Organisations ,[object Object],[object Object],[object Object]
Customer-Orientated Organisations ,[object Object],[object Object],[object Object],[object Object]
Apple iPod ,[object Object],[object Object]
Apple iPod ,[object Object],[object Object],[object Object],[object Object]
The Marketing of Products and Services ,[object Object],[object Object],[object Object],[object Object],[object Object]
Service? What Service? ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Environment THE MARKET Competition The Economy Technology Government Consumer Trends and Behaviour
The Consumer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tastes, Fashion, Lifestyle ,[object Object],[object Object],[object Object],[object Object]
The Government ,[object Object],[object Object],[object Object],[object Object]
Technology ,[object Object]
Economic Forces ,[object Object],[object Object]
 
Market Segmentation ,[object Object],[object Object]
Why Segment? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Methods of Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personal Selling ,[object Object],[object Object]
Niche Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Working Lunch – Lunch Lessons ,[object Object],[object Object]
Having a High Market Share ,[object Object],[object Object],[object Object],[object Object]
Differentiated Marketing ,[object Object]
Undifferentiated Marketing ,[object Object],[object Object]
Market Research ,[object Object]
Why Market Research? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Information is Provided? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market Research Methods ,[object Object],[object Object],[object Object],[object Object]
Personal Interview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Focus Groups ,[object Object],[object Object],[object Object],[object Object]
Telephone Survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Postal Survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Hall Test ,[object Object],[object Object],[object Object],[object Object],[object Object]
EPOS (inc Loyalty Cards) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Observation ,[object Object],[object Object],[object Object],[object Object]
Consumer Panel ,[object Object],[object Object]
Test Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Structure of a Questionnaire ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sampling ,[object Object],[object Object],[object Object]
Random Sampling ,[object Object],[object Object],[object Object],[object Object]
Stratified Random Sampling ,[object Object],[object Object],[object Object]
Quota Sampling ,[object Object],[object Object]
Other Sampling Methods ,[object Object],[object Object],[object Object],[object Object]
Problems with Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Mix Product Price Promotion Place
Product ,[object Object],[object Object],[object Object],[object Object],[object Object]
Branding ,[object Object],[object Object],[object Object],[object Object],Quick Fire Quiz
Why Brand? ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Major brand manufacturers find it almost impossible to prevent the production of fake items, particularly in the Far East.
Product Life Cycle ,[object Object],Include any relevant diagrams in product life-cycle or product mix questions. Remember to label your diagrams.
Stages of Product Life Cycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],More details to follow …
Research and Development ,[object Object],[object Object],[object Object],[object Object]
Introduction ,[object Object],[object Object],[object Object]
Growth ,[object Object],[object Object],[object Object]
Maturity ,[object Object],[object Object],[object Object],[object Object]
Saturation ,[object Object],[object Object],[object Object],[object Object]
Decline ,[object Object],[object Object],[object Object],[object Object]
… going on forever? ,[object Object],[object Object],[object Object],[object Object]
Extension …………….. Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Extension …………….. Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Mix (Portfolio) ,[object Object],[object Object],[object Object]
Product Mix (Portfolio) ,[object Object],[object Object],[object Object]
Boston Matrix ,[object Object]
Product Development ,[object Object],[object Object],i a p t l
Price ,[object Object]
Different Markets … Difference in Importance ,[object Object],[object Object],[object Object],[object Object]
What Price? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Long-Term Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Short-Term Pricing ,[object Object]
Price Skimming ,[object Object],[object Object],[object Object],[object Object]
Penetration Pricing ,[object Object],[object Object],[object Object]
Destroyer Pricing ,[object Object],[object Object],[object Object]
Promotional Pricing ,[object Object],[object Object],[object Object]
Demand-Orientated Pricing ,[object Object],[object Object],[object Object],see price discrimination on the next slide
Price Discrimination ,[object Object],[object Object],[object Object]
Setting the Selling Price ,[object Object],[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object]
The Channels of Distribution
The Channels of Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agents ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brokers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Factors affecting Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wholesaler ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retailer ,[object Object],[object Object],[object Object],[object Object],[object Object]
Speaking the Customer’s Language
Types of Retailer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Other Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retailing Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object],The way in which a customer is made aware of a product or service and is persuaded to purchase it
Promotion ,[object Object],[object Object],[object Object],[object Object]
Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],also to remind consumers!
Advertising ,[object Object],[object Object],[object Object],[object Object]
Advertising Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Advertising Media ,[object Object]
Advertising Decisions ,[object Object],[object Object],[object Object],[object Object]
Choice of Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Controls on Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Promotions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Promotions into-the-pipeline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotions out-of-the-pipeline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Publicity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations & Publicity ,[object Object],[object Object],[object Object],[object Object],i a g s
Congratulations ,[object Object],[object Object],[object Object],[object Object],[object Object]

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HBM Marketing CMD

  • 1. Marketing Higher/Int 2 Business Management 2009 - 2010
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  • 22. The Marketing Environment THE MARKET Competition The Economy Technology Government Consumer Trends and Behaviour
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