MARKETING - Concept - Business Orientation - Marketing Mix

MARKETING

General Content

MARKETING - Concept - Business Orientation - Marketing Mix

MARKETING

PRODUCT VS MARKET ORIENTATION

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

Marketing MIX

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

CONSUMER DECISION MAKING

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

Components of consumer decision making process: 1. NEED RECOGNITION

Components of consumer decision making process 2. INFORMATION SEARCH

Components of consumer decision making process 3. EVALUATION OF ALTERNATIVES

Components of consumer decision making process 3. POSTPURCHASE BEHAVIOR

Types of consuming buying decision Factors affecting level of involvement

Types of consuming buying decision Implications for the marketing manager

Factors affecting CONSUMER BUYING DECISIONS

Factors affecting consumer buying decisions SOCIAL

Factors affecting consumer buying decisions INDIVIDUAL

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

MARKETS AND MARKET SEGMENTS

SEGMENTATION

CRITERIA FOR SUCCESSFUL SEGMENTATION

BASES COMMONLY USED TO SEGMENT CONSUMER MARKETS

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

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

POSITIONING

MARKET RESEARCH - Roles - Uses - Steps

MARKETING RESEARCH

MARKETING RESEARCH Management Uses

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

MARKETING STRATEGIES DIRECT MARKETING

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 1,000,000 500,000 0 4.5% 4.9% 5.5% 1992 1997 2002 2007 6.2% Source: http://www.agcensus.usda.gov/

Percentage of Total Sales for Direct Marketing in the Western U.S. 1997 2002 2007 State Value MD* Value MD* Value MD* AZ $3,288 0.17% $3,911 0.16% $5,247 0.16% CA $73,179 0.32% $114,356 0.44% $162,896 0.48% CO $6,611 0.15% $17,406 0.38% $22,584 0.37% ID $3,047 0.09% $5,889 0.15% $7,840 0.14% MT $1,942 0.10% $4,523 0.24% $6,321 0.23% NV $668 0.19% $1,606 0.36% $1,074 0.21% NM $3,819 0.24% $6,582 0.39% $11,193 0.51% OR $14,287 0.48% $21,411 0.67% $56,362 1.29% UT $6,269 0.71% $6,983 0.63% $10,098 0.71% WA $13,700 0.29% $34,753 0.65% $43,537 0.64% WY $849 0.09% $2,381 0.28% $3,025 0.26% U.S. $550,947 0.28% $812,204 0.40% $1,211,270 0.41% * $1,000 Source: http://www.agcensus.usda.gov/

Farmers Markets

Farmers Markets in the U.S. 7000 6000 6,132 5000 5,274 4000 4,385 4,685 3000 2000 2,410 2,746 2,863 3,137 3,706 Increased 16% 2009-2010 1000 1,775 0 1994 1996 1998 2000 2002 2004 2006 2008 2009 2010

In the State of Washington 140 Farmers Markets 102 (73%) in the Puget Sound Area Source: http://www.wafarmersmarkets.com/washingtonfarmersmarketdirectory.php

Community Supported Agriculture

Número CSAs en los EEUU Community Supported Agriculture (CSA) 3500 3000 3,300 2500 2000 1500 1,700 1000 500 0 60 761 1990 2001 2004 2010 Source: http://www.localharvest.org/

MARKETING PLAN

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

The END Thank YOU Glad to Answer Questions