MARKETING - Concept - Business Orientation - Marketing Mix

Transcription

1 MARKETING

2 General Content

3 MARKETING - Concept - Business Orientation - Marketing Mix

4 MARKETING

5 PRODUCT VS MARKET ORIENTATION

6 MARKETING MANAGEMENT SCHEME Company Analysis of the Company Analysis of the Competition Marketing Management Analysis of the Consumer Competition Product Pricing Place Promotion Consumer Marketing Strategy

7 Marketing MIX

8 CONSUMER DECISION MAKING - Process - Types of consumer buying decision - Factors influencing consumer buying decision

9 CONSUMER DECISION MAKING

10 Consumer Decision- Making Process Cultural, social, individual and psychological factors Need recognition Information search Evaluation of alternatives Purchase Postpurchase behavior

11 Components of consumer decision making process: 1. NEED RECOGNITION

12 Components of consumer decision making process 2. INFORMATION SEARCH

13 Components of consumer decision making process 3. EVALUATION OF ALTERNATIVES

14 Components of consumer decision making process 3. POSTPURCHASE BEHAVIOR

15 Types of consuming buying decision Factors affecting level of involvement

16 Types of consuming buying decision Implications for the marketing manager

17 Factors affecting CONSUMER BUYING DECISIONS

18 Factors affecting consumer buying decisions SOCIAL

19 Factors affecting consumer buying decisions INDIVIDUAL

20 SEGMENTING AND TARGETING MARKETS - Markets - Segmentation - Criteria for segmentation - Bases to select for targets - Steps for segmentation - Strategies for segmentation - Positioning

21 MARKETS AND MARKET SEGMENTS

22 SEGMENTATION

23 CRITERIA FOR SUCCESSFUL SEGMENTATION

24 BASES COMMONLY USED TO SEGMENT CONSUMER MARKETS

25 STEPS IN SEGMENTING A MARKET Select a market or product category for study Choose a basis or bases for segmenting the market Select segmentation descriptors Profile and analyze segments Select target markets Design, implement, and maintain appropriate marketing mixes

26 STRATEGIES FOR SELECTING TARGETS MARKETS TARGETING STRATEGY ADVANTAGES DISADVANTAGES UNDIFFERENTIATED TARGETING CONCENTRATED TARGETING MULTI-SEGMENTED TARGETING Potential savings on production/marketing costs Company more susceptible to competition Concentration of resources Can better meet the needs of a narrowly defined segment Allows some small firms to better compete with larger firms Strong positioning Greater financial success Economies of scale in production/marketing Unimaginative product offerings Segments too small, or changing Large competitors may more effectively market to niche segment High costs Cannibalization

27 POSITIONING

28 MARKET RESEARCH - Roles - Uses - Steps

29 MARKETING RESEARCH

30 MARKETING RESEARCH Management Uses

31 MARKETING RESEARCH - Steps Problem/opportunity identification Planning the research design and gathering data surveys, scanned based, experiments Collect data Analyze data Prepare report Follow up

32 MARKETING STRATEGIES DIRECT MARKETING

33 Tendencies of Direct Marketing in Western U.S. Total number of farms Farms with Direct Marketing 2,500,000 2,000,000 1,500,000 1,000, , % 4.9% 5.5% % Source:

34 Percentage of Total Sales for Direct Marketing in the Western U.S State Value MD* Value MD* Value MD* AZ $3, % $3, % $5, % CA $73, % $114, % $162, % CO $6, % $17, % $22, % ID $3, % $5, % $7, % MT $1, % $4, % $6, % NV $ % $1, % $1, % NM $3, % $6, % $11, % OR $14, % $21, % $56, % UT $6, % $6, % $10, % WA $13, % $34, % $43, % WY $ % $2, % $3, % U.S. $550, % $812, % $1,211, % * $1,000 Source:

35 Farmers Markets

36 Farmers Markets in the U.S , , ,385 4, ,410 2,746 2,863 3,137 3,706 Increased 16% ,

37 In the State of Washington 140 Farmers Markets 102 (73%) in the Puget Sound Area Source:

38 Community Supported Agriculture

39 Número CSAs en los EEUU Community Supported Agriculture (CSA) , , Source:

40 MARKETING PLAN

41 MARKETING MANAGEMENT SCHEME Company Analysis of the Company Analysis of the Competition Marketing Management Analysis of the Consumer Competition Product Pricing Place Promotion Consumer Marketing Strategy

42 The END Thank YOU Glad to Answer Questions