Marketing Presentation

Part I : Marketing concepts What is Marketing? Which are the functions of Marketing ? What are the concepts ?

Part II : Strategic Planning What is Strategic Planning ? How many steps in the process? Why do we have to analyze the portfolio ?Ask and answer

What is Marketing ? Social and managerial

process Individuals and companies

create & exchange products & value

Philip Kotler

Back

What are the functions ?

2 basic functions : Keep current customers

Maintain same quality

Maintain same value

Maintain same service.

Attract new customers Provide added value

Introduce new features

Price discounts

Back

What are the marketing concepts ?

Production : production & distribution

Product : product improvement

Selling : selling and promotion

Marketing : customer’s needs

Society Marketing : customer’s needs &

society

Back

Marketing Concept

Meeting and exceeding customer

needs

Customer orientation

Integrated effort

Goal achievement

Back

Production capabilities

Manufacture product

Manufacture product

Aggressivesales effort Customers

Customer needs

Potential Marketopportunities

Potential Marketopportunities

Marketing Products And services

Customers

Figure 1 Production orientation

Figure 2 Marketing orientationFigure 2 Marketing orientation

Back

What is Strategic Planning?

Back

How many steps? What are they? Define Mission and Purpose Decide business portfolio, products and

how much support to give each one. Renew its search for purpose when the

co. is drifting (What: biz ? Who: cus. ? What: value to cus. ?)

Create specific, realistic, motivating mission statement.

Back

Why do we need to analyze the portfolio? Know the real condition of each

product to have the right strategy Question mark : Still in the test Star : Growing fast Cash cow : Maturity stage Dog : Declining market

Back

Thank you for your listening!

See you next time.Good luck with your

presentations

Back

- A product is called a question mark when it is still in the test market . We don't know if it will be accepted by the market . Finance is spent heavily on advertising .

- A product is called a star when it is growing fast on the market . The product is being sold well and it generates a good profit .

- A product is called a cash cow when it is in the maturity stage . It has a high share of a declining market .

The product is still milked into cash . The profit is then invested in research programs to turn out new products

- A product is called a dog when it is in the declining market . The product is dying and it can't be sold on the market . It has a low market share within a market with low growth .

Ask &AnswerBack

Yes , because more people will do things bigger and bigger

Will the conglomeration continue into the next century ?

Back

If we diversify our business, the potential of our focus will be weakened.

Instead of working on one product, we deal with buying and selling on more products.

What will you see as the dangers of diversification ?

Back

1 They choose the right market to enter .

2 They expand the market share . 3 They protect the market share . 4 They make profits only after standing

firmly in the market for 5 or 10 years .

Why do Japanese companies become famous in the world ?

Back

To see how to develop in the future .Careful analysis of the market may suggest the ways in which a business may grow in the future

Why do we need to make a SWOT analysis?

Back