Fit for Innovation / Markterfolg Nutzen von Marketing
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- Kenneth Shelton
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1 Nutzen von Marketing Dipl.-Ing. Helmut Langer Entwicklung Konstruktion Vertrieb EKV
2 B2B Marketing: Regelkreis Control loop of marketing Business environment competitors business cycle strategic planning business process market volume/growth proposals communication business targets need for action coordination implementation marketing-mix sales measures and promotion market customer demand innovation success business results image marketing research (analysis/forecast) products lines of business regions marketing controlling comparison planned/actual business figures action adjustment
3 B2B Marketing: Managementsicht
4 B2B Marketing: Research sales channels lines of business split up by regions market volume competitors activities pricing market growth Business Planning (black box) business targets (planned) sales strategy / measures business structure
5 B2B Marketing: Marktbearbeitung Marketing-Mix product coverage / range X sales presence X hit rate function of pricing and marketing communication 30% 20% 50% example: 30 % X 20 % X 50 % The market share is the result of three variables and can be modified by changing the marketing-mix. market share 3 % 3 % MS
6 B2B Marketing: Vertriebs-Strategie Strategiezusammenhänge Präferenzstrategie / Segmentierungsstrategie Märkte Produkte Gegenwärtige Neue Gegenwärtige Marktdurchdringung Marktentwicklung Regionenstrategie / Sequenzstrategie Neue Produktentwicklung Diversifikation Zeitpunktstrategie
7 B2B Marketing: Preis, Leistung, Verkaufsfähigkeit
8 B2B Geomarketing (I): Branchenstruktur Spain Segments of Industry by production (value added)
9 B2B Geomarketing (II): Regionen / Segmente
10 B2B Geomarketing (III): Branchenvertrieb Spain: Shares of Segments - % by Regions Regions: Segments: Galicia 8,2 6,4 11,4 2,7 2,9 2,7 6,4 12,9 5,7 3,8 3,2 2,7 12,4 3,3 2 Asturias 2,2 2,1 2,7 1,3 1,3 0,6 3,3 3,2 16,9 2,5 1,1 1,0 3,4 3,3 3 Cantabria 1,1 0,7 1,1 0,7 3,2 1,4 1,0 2,2 3,5 2,8 0,9 2,7 2,2 0,4 4 Castille y Leon 11,1 5,9 5,2 5,5 4,1 7,0 7,0 8,6 2,0 6,6 4,9 2,4 8,5 3,0 5 Pais Vasco 1,9 2,9 7,7 10,9 8,2 18,7 5,6 3,1 38,6 22,5 19,6 13,5 9,4 9,5 6 La Rioja 1,2 1,9 2,2 0,8 0,5 1,5 0,9 1,2 0,3 1,1 1,2 1,4 0,6 1,3 7 Navarra 1,7 0,9 2,3 3,3 1,1 1,8 1,9 5,4 3,4 2,7 3,0 3,1 2,0 0,9 8 Aragon 4,3 4,3 3,7 2,9 2,6 3,0 2,6 3,9 2,4 4,8 5,6 4,0 4,4 3,1 9 Cataluna 12,8 29,9 14,7 24,9 36,2 30,0 17,6 14,2 9,7 21,0 29,6 29,2 18,4 32,7 10 Valencia 9,5 20,1 16,1 8,1 6,7 14,5 21,4 9,8 5,7 7,7 8,0 3,5 7,3 8,8 11 Castilla-La Mancha 11,7 3,9 7,5 1,7 3,5 1,8 5,9 5,6 0,6 3,8 3,6 3,7 0,9 0,4 12 Madrid 3,3 6,2 5,4 25,2 16,6 8,6 6,1 6,8 4,3 9,4 9,7 24,2 12,9 27,1 13 Extremadura 5,9 1,5 2,0 0,8 0,4 0,9 2,0 0,5 0,6 1,1 1,2 0,5 0,3 0,5 14 Andalucia 17,8 7,1 8,5 4,9 8,3 3,9 12,7 15,3 4,6 6,4 5,5 5,7 11,0 3,0 15 Murcia 3,4 2,0 3,6 3,4 2,7 1,9 2,2 3,0 1,2 2,1 1,8 0,8 3,2 1,5 16 Ceuta y Melilla 0,2 0,1 0,1 0,1 0,1 0,1 0,1 17 Islas Baleares 1,7 2,8 2,1 1,2 0,6 0,6 1,4 3,0 0,8 0,7 0,9 0,4 0,8 18 Islas Canarias 2,0 1,1 3,7 1,6 1,0 1,0 1,9 1,3 0,5 0,9 0,4 0,7 2,7 0,4 Total 100% 100% Segments: 1 F&B (311/314) 6 Plastic (355/356) 11 Non-electrical machinery (382) 2 Textiles (321/324) 7 Pottery/Glass (361/362) 12 Electrical machinery (383) 3 Wood (331/332) 8 Mineral (369) 13 Transport (384) 4 Paper (341/342) 9 Metals (371/372) 14 Scientific (385,390) 5 Chemical (351/354) 10 Metal products (381) Source: ENA, ERECO, GfK Geomarketing
11 B2B Geomarketing (IV): Regionalvertrieb Spain: Shares of Regions - % by Segments Regions: Segments: Total 1 Galicia 9,7 7,5 13,5 3,2 3,4 3,2 7,6 15,2 6,7 4,5 3,8 3,2 14,6 3,9 100% 2 Asturias 4,8 4,7 6,0 2,9 2,9 1,3 7,4 7,1 37,6 5,6 2,5 2,2 7,6 7,4 3 Cantabria 4,8 3,0 4,6 2,9 13,4 5,8 4,2 9,2 14,6 11,7 3,8 11,3 9,2 1,7 4 Castille y Leon 13,5 7,3 6,4 6,7 5,0 8,6 8,6 10,5 2,4 8,1 6,0 2,9 10,4 3,7 5 Pais Vasco 1,1 1,7 4,5 6,3 4,8 10,9 3,3 1,8 22,4 13,1 11,4 7,8 5,5 5,5 6 La Rioja 7,3 12,1 13,6 5,0 3,1 9,3 5,6 7,4 1,9 6,8 7,4 8,7 3,7 8,1 7 Navarra 5,1 2,8 6,9 9,8 3,3 5,4 5,7 16,1 10,1 8,0 8,9 9,2 6,0 2,7 8 Aragon 8,4 8,4 7,2 5,6 5,0 5,8 5,0 7,6 4,6 9,3 10,8 7,7 8,5 6,0 9 Cataluna 4,0 9,3 4,6 7,8 11,3 9,3 5,5 4,4 3,0 6,5 9,2 9,1 5,7 10,2 10 Valencia 6,5 13,7 10,9 5,5 4,6 9,8 14,5 6,7 3,9 5,2 5,4 2,4 5,0 6,0 11 Castilla-La Mancha 21,4 7,2 13,7 3,1 6,4 3,3 10,8 10,2 1,1 7,0 6,6 6,8 1,6 0,7 12 Madrid 2,0 3,7 3,3 15,2 10,0 5,2 3,7 4,1 2,6 5,7 5,9 14,6 7,8 16,4 13 Extremadura 32,5 8,4 10,9 4,4 2,2 4,9 10,9 2,7 3,3 6,0 6,6 2,7 1,6 2,7 14 Andalucia 15,6 6,1 7,4 4,3 7,2 3,4 11,1 13,3 4,0 5,6 4,8 5,0 9,6 2,6 15 Murcia 10,3 6,1 11,0 10,4 8,2 5,8 6,7 9,2 3,7 6,4 5,5 2,4 9,8 4,6 16 Ceuta y Melilla 25,2 15,4 11,9 11,9 11,9 11,9 11,9 17 Islas Baleares 9,8 16,4 12,4 7,1 3,5 3,5 8,3 17,7 0,0 4,7 4,1 5,3 2,4 4,7 18 Islas Canarias 10,4 5,9 19,2 8,3 5,2 5,2 9,9 6,8 2,6 4,7 2,1 3,6 14,0 2,1 100% Segments: 1 F&B (311/314) 6 Plastic (355/356) 11 Non-electrical machinery (382) 2 Textiles (321/324) 7 Pottery/Glass (361/362) 12 Electrical machinery (383) 3 Wood (331/332) 8 Mineral (369) 13 Transport (384) 4 Paper (341/342) 9 Metals (371/372) 14 Scientific (385,390) 5 Chemical (351/354) 10 Metal products (381) Source: ENA, ERECO, GfK Geomarketing
12 B2B Marketing: Commitments (I) Marktanteile Business development by unit 3 Change of market share target year compared to basic year as index A Explanations to the scatter diagram: 2 size of circles according to market/turnover in target year; positioning (vectors) show s development of market shares E B C D G H I F J Market share % in target year
13 B2B Marketing: Commitments (II) Wachstum Market share development by regions Market share gain % p.a. 2, , ,0 Explanations to the scatter diagram: 0,5 size of circles according to market/sales in target year; positioning (vectors) show s development of market shares 0, Market growth % p.a.
14 Nutzen von B2B Marketing Man kann Menschen nichts lehren, sondern ihnen nur helfen, es (in sich) selbst zu entdecken (Galileo Galilei)
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