marketingmanagementPPT

1、lecture notes for business introductionby fahmy radhimarketing is the process of planning and executing the conception, pricing, promotion, and distribution of idea, goods, and service to create exchanges that satisfy individual and organizational objectivemarketing mix is the combination of product

2、s, price, promotion, and distribution, used to satisfy the needs of the target marketproductvarietyqualitydesignfeaturesbrand namepackagingservicespricelist pricediscountsallowancescredit termspromotionadvertisingpersonal sellingsales promotionpublic relationsplacechannelscoverageassortmentslocation

3、sinventorytransportationlogisticstarget costumersintendedpositioningmarketing mixproduct:ldevelop new productslmodify existing productsltest-market productslselect brand namelpackage productpricing:lestablish price objectiveslconduct cost analysislanalyze competitors pricelset actual pricespromotion

4、:ldetermine types of promotionldesign the advertising massagelselecting advertising medialschedule the advertisementsdistribution:lselect wholesalers and retailerslestablish procedures for handling and moving productslfind the best locations for plants, warehouses and retail outletsmarket is people

5、with the authority, financial ability, and willingness to purchase a producttypes of market:lconsumer market - for personal uselindustrial market - to use in the production or resell target market - a group of people that has similar wants and needs which a firm directs its marketing activitieslundi

6、fferentiated approach one marketing mix for a product to the total marketlmarket segmentation approach the division of the total market into segment with marketing mix directed to different segmentmarket segment division of heterogonous market into homogonous market based on different characteristic

7、ssegmentation based:lgeographic bases - city, regionldemographic bases - sex, race, maritallpsychographics - a persons attitude, lifestylelproduct-related - brand loyalty product - a good, service or idea, including all attributes provided in an exchange between buyer and seller product classificati

8、on:lconsumer goods products purchased by consumers for personal uselindustrial goods product purchased by companies to produce other productsconsumer goods:lconvenience good inexpensive and regularly consumedlshopping goods moderately expensive and infrequentlylspecialty goods expensive and rarelyin

9、dustrial goods:lraw materiallcomponents partslequipment and installationslserviceslproduct line - a group of related products that are considered a unit because of marketing, technical or use similarityl product mix - the total group of product offer sale, or all of the firms product lines lproduct

10、differentiation creation of product or product image that differs from existing product to attract consumerslbrand - a name, sign, symbol, design, or combination a companys product to distinguish it product from others lpackaging - the development of a container and graphic design for a productl lab

11、eling - the display of important information on a product packagelprice - the value that buyer exchange for a product in the marketing transactionlpricing objective:market shareprofitreturn on investmentstatus quolfactors in pricing decisions:price and non-price competitionsupply and demandconsumer

12、perception of pricelpricing methods:cost-oriented pricing - mark-up pricingdemand-oriented pricing - break event pointcompetition oriented pricinglpioneer pricing leadership pricing in the marketlprice skimming setting an initial high price to cover new product cost and generate a profitlpenetration

13、 pricing setting an initial low price to establish a new product in the marketlpsychological pricing setting an initial high price to respond irrationally consumers lprice discounting price reduction offered as an incentive to purchasepromotion - the communication of favorable, persuasive informatio

14、n about a firm or product in order to influential buyerspromotional objectives:linforminglincreasing saleslstabilizing saleslpositioning the productlbuilding a public imagepromotion mix - the combination of advertising, personal selling, sales promotion, publicity used to promote a specific productl

15、non-personal communication to a target audience through a mass medium, such as tv, radio, newspapers, or magazines, and outdoor displayltypes of advertising:primary-demand advertising: for all productsselective brand advertising: for specific productsinstitutional advertising: create public imagelad

16、vertising media variety of communication devices for carrying massage to potential customersldirect mail delivery massage directly to customer placeslinternet advertising put the massage into website or mailed directly to customer email lperson-to-person communication with one or more prospective cu

17、stomers in order to make saleltelemarketing using telephone to perform the personal selling processltypes of salespeople:order getterorder takersupport salespeoplelan activity that offers customers or marketing intermediaries direct incentives for purchasing a productl type of sales promotion:coupon

18、: reduces the price of a product by stated amount at the time of purchaserebate: an extra discountfree samplecontest: consumer compete for prizestrade showlpublicity - a non-personal form of communication transmitted in news story form and not paid for directly sponsor lpublic relations - a set of c

19、ommunication activities designed to create and maintain a favorable public image for firm specialeventswrittenmaterialspublicserviceactivitiesspeechesnewsaudiovisualmaterialscorporateidentitymaterialsweb sitemajor public relation toolslpush strategy: promotion of a product to wholesaler or retailers

20、 in the marketing channel, who in turn promote the product to consumerslpull strategy: promotion of a product direct to consumers to stimulate strong consumer demands channel of distribution - a group of interrelated organization that directs the flow of products from producers to ultimate consumers

21、lmarketing intermediary - an individual or organization in marketing channel that provides a link among producers, other channel members, and final consumerconsumer products:l producer-consumer: plant and flower, servicesl producer-retailer-consumer: automobile, furniturel producer-wholesaler-retail

22、er-consumer: e.g. convenience goodslproducer-agent/broker-wholesaler-retailer-consumer: e.g. consumer products industrial products:lproducer-industrial user: heavy equipment and machinerylproducer-wholesaler-industrial user: tools and automotive partsintensity distribution - market coverage in which

23、 all available outlets are used for distributing a product selective distribution - market coverage in which only some of the available outlets are used for distributing a product exclusive distribution - market coverage in which one outlet is used in specific geographic area for distributing a prod

24、uctthe marketing activities of intermediates who sell to retailer, industrial users, and other wholesalers. types of wholesalers:lmerchant wholesaler: takes ownership of goods and the risks associated with ownershiplsales branch: a manufacture-owned wholesaler that take title to products, risks, and

25、 provides servicelagent: a wholesaler hired by a buyer or seller on a permanent basis and paid commissionslbroker: a wholesaler who bring together buyers and seller on temporary basisthe marketing activities involved in selling products to final consumers for personal or household useldepartment sto

26、re: a large retailer organized into separate departments and offering a full line of services and wide product mixlsupermarket: a large self-service retailer that stock a wide variety of groceries and a limited assortment of nonfood productslcatalog showroom: a form of warehouse show-room where customers select products from catalogs sent to customers homes or available in the storeldirect marketing: non-store retailin