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
Top Related