Marketing For Rookies

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description

Explanation of Marketing for non-marketing people. Marketing fundamentals for sales men. Understanding what Marketing department do all day long.

Transcript of Marketing For Rookies

Page 1: Marketing For Rookies

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Page 2: Marketing For Rookies

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Page 3: Marketing For Rookies

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Page 4: Marketing For Rookies

Maslow pyramid

Physiological needs

Safety

Love, belonging

Esteem

Self-Actualization

Friendship, family, sexual intimacy

Security of: body, employment, resources, morality, the family,

health, property

Breathing, Food, Sexual activity

Morality,

creativity,

prejudice

Self-esteem,

confidence,

achievements,

respect

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Focus on Profit driver Period

Production Production methods till 1950’s

Product Product quality till 1960’s

Sales Sales methods till 1970’s

Marketing Customers needs and wishes from 1950’s

Marketing 2.0 Needs and necessities creation XXI century

Focus on Profit driver Period

Contact

management

Building and keeping good

relationships with customersfrom 1960’s

Industrial

marketing

Building and keeping good

relationships between companies

from 1980’s

Social

marketingBenefit to society from 1990’s

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SIVA Method 4 “Р” of Marketing

Solution Product

Information Promotion

Value Price

Access Placement

People

Process

Physical Evidence

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Product

ManagementAnalyses PR Advertising

Development Market Internal Strategies

Tests Trends External Awareness

Evaluations Market niches Interviews Channels

Management Positioning Events Targets, efficiency

Promotions Competition News ATL, BTL, Guerilla

Life cycle Prices Image Internet

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Advantages, Focus, Market niche

SWOT analysis

Competitor My Company

Strengths Weaknesses

Opportunities Treats

Strengths Weaknesses

Opportunities Treats

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Segmentation

Geographical

country, region, city, town, etc.

Psychographic

personality traits or character traits which influence consumer behavior

Demographic

age, gender, socio-economic class, etc.

Behavioral

brand loyalty, usage rate, etc.

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Segmentation – an example

Segment/

needsPark Zoo Theatre Cinema Disco Cafe

Market size,

K customers

Rural areas No No No High No Low 1 000

Resorts,

small townsNo Low Low High Average Average 70

Average towns Average Average Average High High Average 20

1M+ towns High High High High High High 7

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Segmentation – another (real) example

Segment/

needs:Internet Phone VPN Optic Back-up SMS

Market,

K customers

Tele workers High No No High No No 400

Home internet users No No No High No High 1 000

Public Places No No Low High No High 1

Hosting companies,

Data CentersLow High High High Low No 0,05

Computer resellers High High High High High No N/A

Financial companies High High High High High Low 0,05

Big companies with

branchesHigh High High High High Average 5

Government High High High High High High 1

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Target

DAMP acronym

Discernable

How a segment can be differentiated from other segments.

Accessible

How a segment can be accessed via Marketing Communications produced by a company.

Measurable

Can the segment be quantified and its size determined?

Profitable

Can a sufficient return on investment be attained from a segment's servicing?

Differentiation

Undifferentiated

Where a company produces a like product for all of a market segment.

Differentiated

In which a firm produced slight modifications of a product within a segment.

Niche

In which an organization forges a product to satisfy a specialized target market.

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Product Matrix

Home users SOHO SMBBig

CorporateGovern

TV

SMS

3G Data

GSM

Fiber Optic

DSL

Back-up

Security

Video Surveillance

Real Time recoding

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Cost

Average Revenue Per User (ARPU)

Margin – Net, Gross

Efficiency

Churn, Customer Relation Management

Value Added Services (VAS)

Earn Before Interest and Taxes (EBIT)

Earn Before Interest , Taxes, Depreciation and Amortization (EBITDA)

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