WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY
|
|
- Mary Walton
- 7 years ago
- Views:
Transcription
1 WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY
2 THE FUNDAMENTAL ELEMENTS OF THE DEFINITION OF A CUSTOMER TARGETING (MARKETING) STRATEGY Corporate Strategy Mission of the firm Strategic thrusts and planning challenges Customer Targeting (Marketing) Requirements Customer Targeting (Marketing) Internal Scrutiny Strengths and weaknesses Distinctive Customer Targeting (Marketing) competencies for all strategic categories of decisions Customer Targeting (Marketing) Environmental Scan Industry and competitive analysis Customer Targeting (Marketing) intelligence Formulation of Customer Targeting (Marketing) Strategy Customer Targeting (Marketing) Strategic Agenda Budgeting Strategic funds programming and operational budgets
3
4
5
6 MAJOR CATEGORIES OF STRATEGIC DECISIONS LINKED TO CUSTOMER TARGETING 1. MARKETING INTELLIGENCE It corresponds to the effort conducted by the firm to decipher competitors' standing and to try to anticipate their future moves. Important issues are product introductions, marketing approaches, changes in segmentation practices, price policies, product liabilities, new distribution channels, and improved services approaches. 2. DEFINING AND ANALYZING MARKETS These decisions are concerned with generating marketing intelligence for the firm. It starts with an appropriate market segmentation, and a finer definition of product-market segments so as to capture the different preferences and needs of customers. In each of those segments, an analysis of the behavior of consumers and organizational buyers is conducted, as well as of the overall strategic competitive situation. 3. PRODUCT STRATEGY It refers to decisions on how to position a business unit product offering including specific products, breadth of product lines, mix, and bundling - to serve its target markets, establishing strategic objectives for products - market share, profit contribution, and selecting a branding strategy. 4. NEW PRODUCTS DEVELOPMENT AND INTRODUCTION Issue included are: idea generation, screening and evaluation of ideas, business analysis, development of a prototype, formulation of a marketing approach, market testing in pilot regions, adjustment of administrative and support systems, and new products introduction.
7 5. DISTRIBUTION STRATEGY Decisions involved: selection of a distribution channel - whether direct or via retailers, wholesalers, or agents; design and management of the physical distribution system - including customer service, demand forecasting, inventory control, materials handling, order processing, parts and service support, warehousing and storage, procurement, packaging, returned goods handling, and traffic and transportation; and push vs. pull mode of operation of the distribution and sales systems. 6. PRICE STRATEGY The central factors that affect price strategy are product competitive positioning, product mix, brand strategy, and product quality and features. The distribution strategy also influences how the price decision will be affected by the advertising and sales force strategy 7. PROMOTION AND ADVERTISING STRATEGIES An integrated promotion strategy has four components: advertising - presentation and promotion of ideas, goods, or services by an identified sponsor; personal selling - oral presentation to one or more prospective purchasers; sales promotion - includes trade shows, contests, samples, point-of-purchase displays, and coupons; and publicity - exhibition in mass media not paid for directly by sponsor. 8. SALES STRATEGY This encompasses all of the key decisions that should support a coherent sales strategy including account management, cross-selling and upselling, territory management lead closure, opportunity management, sales force incentives, sales team composition, and customer engagement process. 9. SERVICE STRATEGY The extend to which service activities become a highest priority to the firm is a critical element of service strategy. Critical decisions are the scope of the service offering, the degree of technical support provided, the amount of customization of service activities, the management of account inquiries, service dispatch, problem resolution, and service tracking.
8 10. MARKETING ORGANIZATION AND MANAGERIAL INFRASTRUCTURE It includes the development of an organization structure; planning, control and information systems; and rewards and incentives systems in accordance with the culture of the firm and the marketing strategy. It is important to reflect on the proper segmentation in the organizational structure of product marketing - which typically resides in the back-end of the organization, and customer marketing - which typically resides in the front-end.
9 MEASURES OF PERFORMANCE RELATED TO CUSTOMER TARGETING STRATEGY At the heart of customer targeting strategy there are four major strategic positioning that, taken as a whole, can serve as the primary criteria for customer targeting strategic performance: 1. PRODUCT STRATEGY Sales growth rate Market share Relative market share Breadth of product line, market coverage, degree of differentiation Rate of successful new product introductions Product bundling 2. CUSTOMER STRATEGY Customer share Customer retention Profitability by customer Customer involvement in joint product development Degree of customization of product offering 3. DISTRIBUTION STRATEGY Efficiency of distribution channels Customer service levels Distribution costs per channel Distribution and sales force productivity 4. PRICE STRATEGY Price sensitivity Pricing of marketing mix 5. PROMOTION AND ADVERTISING STRATEGY Product segmentation Brand acceptance
10 Customer targeting (marketing) intelligence: ability to anticipate customer needs and to detect changes in marketing trends 6. SERVICE STRATEGY Service growth rate Breadth of service offering Degree of customization of service Service profitability Service performance per customer
11 CUSTOMER TARGETING (MARKETING) REQUIREMENTS FROM THRUSTS Strategic Thrust Customer Targeting (Marketing) Requirements
12 COMPETITIVE PROFILE. STRATEGIC PERFORMANCE MEASUREMENT OF CUSTOMER TARGETING Relevant Competitor Indicators 1, Product strategy sales growth rate market share relative market share breadth of product line, market coverage, degree of differentiation rate of successful new product introductions product bundling 2. Customer Strategy Customer share Customer retention Profitability by customer Customer involvement in joint product development Degree of customization of product offering 3. Distribution strategy efficiency of distribution channels customer service levels distribution costs per channel distribution and sales force productivity Very Weak Weak Even Strong Very Strong
13 COMPETITIVE PROFILE. STRATEGIC PERFORMANCE MEASUREMENT OF CUSTOMER TARGETING (Continued) Relevant Competitor Indicators Very Weak Weak Even Strong 4, Price strategy price sensitivity pricing of marketing mix 5. Promotion and advertising strategy product segmentation brand acceptance marketing intelligence: ability to anticipate customer needs and so detect changes in marketing trends 6. Service Strategy Service growth rate Breadth of service offering Degree of customization of service Service profitability Service performance per customer Very Strong
14 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Market Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
15 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Competitive Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
16 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Economic Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
17 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Government and Political Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
18 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Regulatory Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
19 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Technological Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
20 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Legal Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
21 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Social Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
22 CUSTOMER TARGETING (MARKETING) ENVIRONMENTAL SCAN - IDENTIFICATION OF OPPORTUNITIES AND THREATS Environmental Factors Critical Impact External Positive Negative Factors (Opportunities) (Threats)
23 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETNG POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES Decision Category Description of Policy Strengths Weaknesses Marketing Intelligence Note: In the assessment of strengths and weaknesses try to have relevant competitors in mind and use proper strategic performance measurement.
24 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Defining and Analyzing Markets
25 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Product Strategy
26 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses New Products Development and Introduction
27 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Distribution Strategy
28 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Price Strategy
29 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Promotion and Advertising Strategy
30 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Sales Strategy
31 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Service Strategy
32 CHARACTERIZE YOUR PRESENT CUSTOMER TARGETING POLICIES REGARDING THE MAJOR DECISION MAKING CATEGORIES (Continued) Decision Category Description of Policy Strengths Weaknesses Marketing Organization and Managerial Infrastructure
33
34 CUSTOMER TARGETING (MARKETING) STRATEGIC AGENDA Organizational Units Strategic Thrusts Business Processes Performance Measurements 1 - Key role in formulation and implementation 2 - Important role of support and concurrence 1 - Identifies the 'Champion', who takes leadership for the strategic thrust execution CT - Customer Targeting B - Business Model OE - Operational effectiveness I - Innovation
35 CUSTOMER TARGETING (MARKETING) STRATEGIC AGENDA Organizational Units Strategic Thrusts Business Processes Performance Measurements 1 - Key role in formulation and implementation 2 - Important role of support and concurrence 1 - Identifies the 'Champion', who takes leadership for the strategic thrust execution CT - Customer Targeting B - Business Model OE - Operational effectiveness I Innovation
36 ASSIGNMENT OF PRIORITIES TO STRATEGIC THRUSTS Strategic Thrusts Priorities A B C Weight A - Absolute first priority (postponement will hurt competitive position significantly). B - Highly desirable (postponement will affect competitive position adversely). C - Desirable (if funds were available, competitive position could be enhanced).
37 DEFINITION OF STRATEGIC THRUSTS Name Description Responsible Manager Other Key Participants Other Important Contributors Key Indicators for Management Control and Targets First Major Milestone Description First Major Milestone Date Resources Required Statement of Benefits
38 TESTS TO EVALUATE THE QUALITY OF THE STRATEGIC AGENDA 1. Comprehensiveness 2. Stretch 3. Monitoring and Control- Ease of Implementation 4. Motivation- Quality of Working Environment 5. Vulnerability
over-the-counter selling personal selling field selling network marketing telemarketing outbound telemarketing inbound telemarketing inside selling
personal selling over-the-counter selling field selling network marketing outbound telemarketing telemarketing inbound telemarketing inside selling relationship selling consultative selling cross-selling
More informationBlackblot PMTK Marketing Review. <Comment: Replace the Blackblot logo with your company logo.>
Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Blackblot PMTK Marketing Review Document Revision History:
More informationChapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies
More informationSkills Knowledge Energy Time People and decide how to use themto accomplish your objectives.
Chapter 8 Selling With a Strategy Strategy Defined A strategy is a to assemble your resources Skills Knowledge Energy Time People and decide how to use themto accomplish your objectives. In selling, an
More informationMarketing Plan. Contents. Introduction: Using the Marketing Planning Framework. The Elements of the Marketing Planning Framework
Marketing Plan Contents Introduction: Using the Marketing Planning Framework The Elements of the Marketing Planning Framework Terms of Reference Executive Summary 1. Business Mission 2. External Marketing
More informationfor BSNL internal circulation only
E4-E5 E5 (MANAGEMENT) Marketing of Services AGENDA Define marketing Describe service and its difference from product List the services marketing mix Apply the marketing mix to BSNL services Understand
More informationA. Planning is the process of anticipating the future and determining the courses of action necessary to achieve
Marketing Planning and Forecasting I. What Is Marketing Planning? A. Planning is the process of anticipating the future and determining the courses of action necessary to achieve organizational objectives.
More informationNon-personal communication
Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images
More informationExecutive Cover Memo. The Allround brand is in a favorable position, but the cold medicine is also becoming a
Executive Cover Memo The Allround brand is in a favorable position, but the cold medicine is also becoming a cash cow. I believe that Allround needs to increase its unit sales with both grocery stores
More informationMARKETING COURSES Student Learning Outcomes 1
MARKETING COURSES Student Learning Outcomes 1 MKT 371: Consumer and Buyer Behavior 1. Compare and contrast different perspectives that characterize the study of consumer behavior (e.g. cognitive vs. behavioral).
More informationMKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18
MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18 Communication (1) The process of conveying a message to others, which requires six elements: a source, a message, a channel of communication, a
More informationCyberica.NET Technologies E-Retailing Solutions Enabling Innovation as a growth driver for Enterprise of Tomorrow
Cyberica.NET Technologies E-Retailing Solutions Enabling Innovation as a growth driver for Enterprise of Tomorrow Overview Cyberica is one of the most experienced software companies specializing in enterprise
More informationTechnology-Driven Demand and e- Customer Relationship Management e-crm
E-Banking and Payment System Technology-Driven Demand and e- Customer Relationship Management e-crm Sittikorn Direksoonthorn Assumption University 1/2004 E-Banking and Payment System Quick Win Agenda Data
More informationa. Languages: English will be the primary language of the collection. b. Chronological Guidelines: Current and recent topics are of major interest.
Georgia State University University Library Collection Development Policy Department of Marketing Purpose: To provide guidance in the selection of library materials to support the curriculum for the program
More informationManagement and Marketing Course Descriptions
Management and Marketing Course Descriptions Management Course Descriptions HRM 301 Human Resources Management (3-0-3) Covers all activities and processes of the human resources function that include recruitment,
More informationContents. Chapter 1 Introduction to Sales Management 3-16. Chapter 2 The Sales Organization 17-40. Chapter 3 Sales Functions and Policies 41-54
Contents Part- I: The Sales Perspective Chapter 1 Introduction to Sales Management 3-16 Chapter 2 The Sales Organization 17-40 Chapter 3 Sales Functions and Policies 41-54 Chapter 4 Personal Selling 55-80
More informationSales Promotion, Events, and Sponsorships. Chapter Outline. Key Points. Chapter 16
Sales Promotion, Events, and Sponsorships Chapter 16 Chapter Outline I. Chapter Key Points II. The Practice of Sales Promotion III. Consumer Promotions IV. Trade Promotions V. Promotions that Cross the
More informationBusiness Plan Outline
Business Plan Outline Submitted To: The Community Development Transportation Lending Services, Inc., CDTLS Insert your Business Logo Here (if you have one) Insert Your Business Name Here Phone Number Here
More informationVPQ Level 6 Business, Management and Enterprise
VPQ Level 6 Business, Management and Enterprise VPQ Level 6 Certificate in Business, Management and Enterprise The VPQ Level 6 Certificate in Business, Management and Enterprise is a 30 credit qualification.
More informationBusiness Performance Management System. Business Analysis Business Intelligence. Analytical Reports Artificial Intelligence
Email: sales@dharaitsolutions.com Call Us: Website: www.dharaitsolutions.com Business Performance Management System Business Analysis Business Intelligence Analytical Reports Artificial Intelligence Revenue
More informationIntegrated Marketing Communication Strategy
Integrated Marketing Strategy Dr. Richard Sjolander 2003 The Purpose of Integrated Marketing s is to Communicate with a Target Audience Promotion: or Applied marketing communication Attempts to: Inform
More informationPlanning, Strategy, and Competitive Advantage
Planning, Strategy, and Competitive Advantage Chapter 6 website Mark Gosling Office: D404 Phone: 5417 Learning Objectives LO1 Identify the three main steps of the planning process and explain the relationship
More informationMarketing: Mastering the Process
Marketing: Mastering the Process Course Description This course teaches you key components of marketing strategy and tactics including: identification, analysis and selection of target markets; development
More informationPower Struggles and Sales Promotion
Chapter 18 Sales Promotion Power Struggles and Sales Promotion Sales promotion plays a key strategic role in the channel of distribution Big name brands need to supported with sales promotion and POP in
More informationTransforming the Way to Market, Sell and Service
Customer Relationship Management (CRM) Transforming the Way to Market, Sell and Service Agenda I. CRM definition and overview II. Getting started with CRM Initiatives 2 1 What is CRM? Customer Relationship
More informationDiploma in Marketing
INTRODUCTION TO MARKETING PRODUCT Nature, Scope and Importance of Marketing Basic Concepts Marketing Environment Market Segmentation Targeting and Positioning Product Strategy Product Innovation and Diffusion
More informationRISK BASED INTERNAL AUDIT
RISK BASED INTERNAL AUDIT COURSE OBJECTIVE The objective of this course is to clarify the principles of Internal Audit along with the Audit process and arm internal auditors with a good knowledge of risk
More informationSample marketing plan template
Sample marketing plan template Table of Contents 1) Executive summary Page # 2) Situation analysis Page # 3) Marketing strategy Page # 4) Financials Page # 5) Implementation and Contingency Page # http://www.entrepreneurmag.co.za/
More informationA review of Marketing strategy of motorcycle products in Bangladesh.
A review of Marketing strategy of motorcycle products in Bangladesh. *Farooq Hossan *Issa Ahammad Abstract In Bangladesh extensive road network has been made in the rural areas as part of the infrastructural
More informationBuilding Loyalty in a Web 2.0 World
Building Loyalty in a Web 2.0 World A Consona CRM White Paper By Nitin Badjatia, Enterprise Solutions Architect Over the last decade, a radical shift has occurred in the way customers interact with the
More informationChapter 5: Customer Relationship Management. Introduction
Chapter 5: Customer Relationship Management Introduction Customer Relationship Management involves managing all aspects of a customer s relationship with an organization to increase customer loyalty and
More informationLECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process.
LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.
More informationGENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN
GENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN August 2012 Table of contents Introduction... 3 1. Executive Summary... 3 2. Business Summary... 3 2.1 Company Summary... 3 2.2 Management Summary... 3
More informationOPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT
OPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT OME 211: PRINCIPLES OF MARKETING COURSE OUTLINE INTRODUCTION This course introduces students to the concept and principles of marketing. In doing
More informationSOME IMPORTANT DIFFERENCES BETWEEN WHITE-LABEL JOB BOARD PROVIDERS
SOME IMPORTANT DIFFERENCES BETWEEN WHITE-LABEL JOB BOARD PROVIDERS Contents Revenue share or flat fee? 3 Ownership of content? 4 ROI modeling and presales consultancy? 4 Hidden transactional fees? 4 Enhancements
More informationDeveloping an Organisational Vision
Ralph Lewis Associates 1 Developing an Organisational Vision Why do you exist as an organisation? Who do you serve? Where is the passion? What is the dream, Where is the fire, What is the spirit? www.ralphlewis.co.uk
More informationStrategies for Sales & Marketing Management A Practical Guide for Growth. Bob Gollaher SandCastle Consulting
Strategies for Sales & Marketing Management A Practical Guide for Growth Bob Gollaher SandCastle Consulting BASIC PREMISE Whatever it was that got you where you are today is not sufficient to keep you
More informationRexjournal ISSN 2321-1067 Renewable Research Journal
Digital Marketing: Opportunities and Threats Rima Dinesh Puri Abstract Internet has become part of our daily lives. It plays role in various fields, may be to make friend or let friendship last, watching
More informationMICHIGAN TEST FOR TEACHER CERTIFICATION (MTTC) TEST OBJECTIVES FIELD 036: MARKETING EDUCATION
MICHIGAN TEST FOR TEACHER CERTIFICATION (MTTC) TEST OBJECTIVES Subarea Marketing Foundations Marketing Functions Technology, Ethics, and Career Development Approximate Percentage of Questions on Test 40%
More information2 Most producers use to bring their products to market. A detailers B intermediaries C expediters D agents
MULTIPLE CHOICE QUESTIONS 1.Caterpillar (famous for earth moving equipment) has a powerful partnership with its dealers. Which of the following is one of the basic principles upon which this successful
More informationDepartment of Marketing
Department of Marketing FACULTY Professors Baer, Hill; Associate Professors Bond (chair), Griffin, Johlke; Assistant Professors Garrett, Iyer, O'Brien; Instructors Choate, Rottier. Marketing is the backbone
More informationResearch Brief. Using the Model. Category One: Strategy
The Sirius Directions in Services Model The Sirius Directions in Services Model groups sales, marketing and product service providers and agencies into five categories: strategy, reputation, demand, sales
More informationHow to Write an Effective Business Plan
How to Write an Effective Business Plan A good business plan is an invaluable tool for any business owner, whether you are just starting your new enterprise, expanding or changing strategic direction.
More informationAC 234 ก 3(3-0-9) (Management Accounting)
ก ก ( ก.. 2551) AC 234 ก 3(3-0-9) (Management Accounting) ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก A study of the use of accounting information for management decision making, financial statement analysis,
More informationSuccession Management/Planning Talent Management
Succession Management/Planning Talent Management Objectives Upon completing this workshop you will be able to: Utilize a basic framework for building a comprehensive succession plan. Understand the need
More informationEstimating Market Potential. Estimating Market Potential. Elastic and Inelastic Demand Curves Determinants of Demand Elasticity. Estimation by analogy
Estimating Market Potential Estimation by analogy comparing data from similar countries problems: geography, culture, tradition and historical reasons Income elasticity of demand market s level of development
More informationWeek 9 Personal Selling, Relationship Building, and Sales Management
Week 9 Personal Selling, Relationship Building, and Sales Management Personal Selling - Definition Use of personal selling depends partially on the nature of product Use personal selling when products
More informationSAP Executive Insight. Best Practices of the Best-Run Sales Organizations Sales Opportunity Blueprinting
SAP Executive Insight Best Practices of the Best-Run Sales Organizations Sales Opportunity Blueprinting Why are we talking about blueprints? After all, blueprints are used in the construction of buildings,
More informationThe Future of Consumer Health Care
The Future of Consumer Health Care Coming Together To Lead The Consumer Health Care Industry 2 Creating a New Business Model in Consumer Health Care 3 Serve More Consumers In More Parts of the World, More
More informationBUSINESS PLAN TEMPLATE MANUFACTURING
BUSINESS PLAN TEMPLATE MANUFACTURING COVER SHEET (This highlights how you can be contacted. numbers and email addresses listed are operational.) Ensure that telephone 1. Identify the Business 2. Identify
More informationBETTER RELATIONSHIP SELLING
BETTER RELATIONSHIP SELLING A Proven Formula For Acquiring and Developing Relationships with High Value Customers Three actions your company can take today to improve relationship selling performance and
More informationSplitTarget 2012 Contract Marketing Organization
SplitTarget 2012 Contract Marketing Organization Split your Target and Conquer the Market. INTERNET MARKETING WEBSITE DEVELOPMENT ECOMMERCE DEVELOPMENT SEARCH ENGINE OPTIMIZATION PAY-PER-CLICK MANAGEMENT
More informationWriting a marketing plan
Writing a marketing plan 1 Contents 1 Writing a marketing plan 3 1.1 Tips for writing a marketing plan 1.2 Link to your strategy 1.3 Make it happen 2 Structure of a marketing plan 4-7 2.1 Introduction
More informationSALES MANAGEMENT. 1) Prior to the Industrial Revolution, major attention was devoted to manufacturing problems because (Chapter No. 1 page No.
SALES MANAGEMENT CHAPTER 1 1) Prior to the Industrial Revolution, major attention was devoted to manufacturing problems because (Chapter No. 1 page No. 1) Option: - 1. Manufacturing was very difficult
More informationACCT / BUS / REAL Student Learning Outcomes (SLOs) (as of Sept 2014)
ACCT / BUS / REAL Student Learning Outcomes (SLOs) (as of Sept 2014) FACULTY: You must include the SLOs for your class in your class syllabus. You must also make sure that, at the end of the class, the
More informationRetail Marketing Strategy
Chapter 5 Retail Marketing Strategy PPT McGraw-Hill/Irwin 5-1 Levy/Weitz: Retailing Management, 5/e Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Elements in Retail Strategy Target
More informationSuccession Planning Discussion Guide
Succession Planning Discussion Guide Overview This discussion guide is used to facilitate the development of the success profile for the CEO and/or other top leadership positions. The success profile describes
More informationMarketing: Advertising and Sales Promotion
Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.
More informationMARKETING FINANCIAL SERVICES
MARKETING FINANCIAL SERVICES Building a Better Bank: Strategies for Implementing a Marketing Process Bruce A. Clapp 1120 Connecticut Avenue, N.W. Washington, D.C. 20036 This publication is designed to
More informationThe Future Perfect Supply Chain
53 Perimeter Center Suite 201 Atlanta, GA 30346 (877)237-4291 www.competitivelogistics.com The Future Perfect Supply Chain Achieving Responsiveness and Efficiency By Art Brown VP Professional Services
More informationBUSINESS-TO-BUSINESS MARKETING 2014-2015
BUSINESS-TO-BUSINESS MARKETING 2014-2015 Published by Richard K. Miller & Associates (RKMA) February 2014 biennial 316 pages ISBN# 9781577831969 PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING
More informationBusiness Capability Modeling Developments since last presentation in 2008
Eclipse Finance Day Business Architecture View Public Business Capability Modeling Developments since last presentation in 2008 Christian R. Meier CTO, WM&SB Application Architecture October 13, 2012 Introduction
More informationORACLE SALES ANALYTICS
ORACLE SALES ANALYTICS KEY FEATURES & BENEFITS FOR BUSINESS USERS Analyze pipeline opportunities to determine actions required to meet sales targets Determine which products and customer segments generate
More informationWhat is Market Research? Why Conduct Market Research?
What is Market Research? Successful businesses have extensive knowledge of their customers and their competitors. Market research is the process of gathering information which will make you more aware
More informationSony IR Day 2016. Game & Network Services Segment. Jun 29, 2016. Andrew House
Jun 29, 206 Andrew House Executive Vice President Officer in charge of Game & Network Services Business Sony Corporation President and Global CEO Sony Interactive Entertainment LLC Agenda. FY205 Review
More informationTom Serwatka, Business Advisor MV Small Business Development Center SUNY Institute of Technology serwatt@sunyit.edu 315-792-7557
Tom Serwatka, Business Advisor MV Small Business Development Center SUNY Institute of Technology serwatt@sunyit.edu 315-792-7557 1 Objectives of Presentation To walk you through the steps needed to create
More informationFCR The Driver of All Other Metrics
1 At SQM, we measure all major voice of the customer (VoC) metrics, such as customer satisfaction (Csat), ease of effort, net promoter score (NPS) and word of mouth index (WoMI). SQM also measures moments
More informationBUSINESS-TO-BUSINESS MARKETING 2016-2017
BUSINESS-TO-BUSINESS MARKETING 2016-2017 September 2015 335 pages ISBN# 9781577832300 Published by Richard K. Miller & Associates (RKMA) PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING 1.1 B2B
More informationMarketing 101: A Guide to Winning Customers
Marketing 101: A Guide to Winning Customers Text File Slide 1 Marketing 101: A Guide to Winning Customers Welcome to SBA s online training course, Marketing 101: A Guide to Winning Customers. This program
More informationE-Commerce & CRM Building Relationships, Satisfaction, and Loyalty
Lecture 8 E-Commerce & CRM Building Relationships, Satisfaction, and Loyalty CRM Defined a combination of business process & technology that seeks to understand a company s customers from the perspective
More informationMonitoring the Online Marketplace
Market Track s Actionable Insights Monitoring the Online Marketplace Developing a plan to stay on top of fluctuations in products and pricing online Key Questions Do you know how your products are priced
More informationMkt501 final term subjective Solve Questions By Adnan Awan
Mkt501 final term subjective Solve Questions By Adnan Awan Question No: ( Marks: 3 ) How public relations are helpful in creating goodwill for organizations? ANSWER Corporations use marketing public relations
More informationDetailed Syllabus \\Iconsserver\projects\MaxValue-Phase2\Purchased_images PGPX IN TELECOM MANAGEMENT
Detailed Syllabus \\Iconsserver\projects\MaxValue-Phase2\Purchased_images PGPX IN TELECOM MANAGEMENT Smart, Fun & Easy Way to Become A Complete Professional! Index Click on the subject for detailed syllabus.
More informationPreliminary Certificate in Marketing
Preliminary Certificate in Marketing April 5 th, 2015 Examination PCM I 2015 85 th Intake, 25 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0 0 0 0 For
More informationWebSphere Commerce V7 Management Center
Juha Nevalainen WebSphere Commerce Technical Specialist April 20 WebSphere Commerce V7 Management Center Introduction Proof of Technology Agenda What is WebSphere Commerce WebSphere Commerce Focus Areas
More informationStrategic Elements of Competitive Advantage. PPT 6 (First ppt slides after the mid-term) Assist. Prof. Dr. Ayşen Akyüz
Strategic Elements of Competitive Advantage PPT 6 (First ppt slides after the mid-term) Assist. Prof. Dr. Ayşen Akyüz Industry Analysis: Forces Influencing Competition Industry group of firms that produce
More informationRELATIONAL DIAGRAM OF MAIN CAPABILITIES. Strategic Position position (A) Strategic Choices choices (B) Strategic Action action (C)
Business Analysis (P3) September 2015 to August 2016 Syllabus AIM FR (F7) BA (P3) AB (F1) APM (P5) PM (F5) To apply relevant knowledge, skills, and exercise professional judgement in assessing strategic
More informationSales Promotion. Types of Sales Promotion. Types of Sales Promotion. MKT 6301 Nanda Kumar http://www.utdallas.edu/~nkumar
Sales Promotion MKT 6301 Nanda Kumar http://www.utdallas.edu/~nkumar Types of Sales Promotion Consumer Promotions Product Based Generate Awareness (free trial) Generate Volume (buy two get one free) Price
More informationPrinciples of Marketing. by Jeff Tanner and Mary Anne Raymond
Principles of Marketing by Jeff Tanner and Mary Anne Raymond Chapter 8 Using Marketing Channels to Create Value for Customers 2010 Flat World Knowledge, Inc. Marketing Channels and Channel Partners Learning
More informationBusiness Plan Guide for a Small Business
Business Plan Guide for a Small Business A Business Plan is a written document that describes the path of your business venture. It describes what you want to do and how you plan to do it, usually covering
More informationOracle Sales Cloud Analytics
ORACLE DATA SHEET WINTER 15 Oracle Sales Cloud Analytics Sales teams need relevant and actionable insights so they can close more deals in less time. Oracle Sales Cloud Analytics provides real-time executive
More informationthe combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is
Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.
More informationATM Channel Management
Hosted by: Presented by: ATM Channel Management Agenda Introduction Marketing at the ATM ATM Availability Management Software Deployment Future of Channel Management Q & A Introduction ATM Channel Management
More informationDIGITAL SMEs: OPPORTUNITIES FOR CSPs PROVIDING SOCIAL, MOBILE, ANALYTICS AND CLOUD SERVICES
RESEARCH STRATEGY REPORT DIGITAL SMEs: OPPORTUNITIES FOR CSPs PROVIDING SOCIAL, MOBILE, ANALYTICS AND CLOUD SERVICES CHRIS NICOLL and SANDRA O BOYLE Analysys Mason Limited 2015 analysysmason.com About
More informationMBA I Year Examination. MP-106 : Marketing Management. Time: 3 Hours Max. Marks: 80
MBA I Year Examination MP-106 : Marketing Management Time: 3 Hours Max. Marks: 80 Note: The question paper is divided into three sections A, B & C. Write Answers as per the given instructions. Section
More informationMARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS Equivalent QCF level: Level 5 Credit Value: 30 Learning time (hours): 300 UNIT PURPOSE This unit provides the learner with an understanding of marketing communications in both
More informationMeasure digital marketing effectiveness
Measure digital marketing effectiveness How does marketing work in a company built on data? Typical barriers faced Digital marketing Web, social, mobile is simultaneously a huge opportunity and a huge
More informationMarketing Concept. The Marketing Concept
Marketing Concept Ted Mitchell is a philosophy of business competition. We need to know what it is, what it assumes, and what it implies. What is it? holds that the key to achieving organizational goals
More informationTechnological Factors to Improve Performance of Marketing Strategy
ASEE 2014 Zone I Conference, April 3-5, 2014, University of Bridgeport, Bridgpeort, CT, USA. Technological Factors to Improve Performance of Marketing Strategy Sultan Alghamdi Department of Technology
More informationCareer Technical Assurance Guide (CTAG) Area. Articulation Number (CTAN)
Business Foundations Subject Code: 141000 This is the first course for the Business and Administrative Services, Finance and Marketing career fields. It introduces students to specializations within the
More informationCUSTOMER RELATIONSHIP MANAGEMENT (CRM) CII Institute of Logistics
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CII Institute of Logistics Session map Session1 Session 2 Introduction The new focus on customer loyalty CRM and Business Intelligence CRM Marketing initiatives Session
More informationFeasibility Study Requirements. Qatar Development Bank
Feasibility Study Requirements Qatar Development Bank i. Feasibility Study Requirements The Feasibility study should ideally encompass the following areas / sections A. Executive Summary. B. Project details
More informationSlide 1. Welcome to Chapter 11. This chapter is called Marketing. The author is Vicente Lluch.
Slide 1 Welcome to Chapter 11 This chapter is called Marketing. The author is Vicente Lluch. Slide 2 In this chapter we will address the learning objectives by answering the following questions: What is
More information10 Simple Rules for Improving Your Sales Compensation Plan
10 Simple Rules for Improving Your Sales Compensation Plan Mark Donnolo It s the time of year when many companies are deep into executing to their business plans, evaluating performance, and thinking ahead
More informationSeminar. The Organization of International Business Chapter 15. 11 Kasım 14 Salı 15-
Seminar The Organization of International Business Chapter 15 Learning Objectives p Profile the evolving process of organizing a company for international business p Describe the features of classical
More informationPr(e)-CRM: Supercharging Your E- Business CRM Strategy
Pr(e)-CRM: Supercharging Your E- Business CRM Strategy Presented by: Michael MacKenzie Chairman, Chief Research Officer Mike.Mackenzie@ConvergZ.com Michael Doucette President Mike.Doucette@ConvergZ.com
More informationGuidelines Business Plan
Guidelines Business Plan and Innovation CTI Jurors evaluate business plans and provide feedback entrepreneurs in 9 areas and VCs in 4 areas Objectives Elements of evaluation Relevant for ranking 1 Jurors
More informationStrategic Management of Public Relations
Strategic Management of Public Relations The Integrative Framework Jeong-Nam Kim Concepts Relevant to the Strategic Management of Public Relations 1. Organizational Effectiveness Dozier, Grunig, & Grunig,
More informationNinth Edition. David W. Cravens. Nigel F. Piercy. McGraw-frSiBI irwin. M.j. Neeley School of Business Texas Christian University
Ninth Edition David W. Cravens M.j. Neeley School of Business Texas Christian University Nigel F. Piercy Warwick Business School The University of Warwick McGraw-frSiBI irwin Boston Burr Ridge, IL Dubuque,
More information