Содержание
- 2. Marketing is the process associated with promoting for sale goods or services. It is considered a
- 3. Further definitions Marketing is defined by the American Marketing Association [AMA] as "the activity, set of
- 4. Marketing orientations An orientation, in the marketing context, relates to a perception or attitude a firm
- 5. Product Innovation In a product innovation approach, the company pursues product innovation, then tries to develop
- 6. Contemporary approaches Recent approaches in marketing is the relationship marketing with focus on the customer, the
- 7. Customer orientation A firm in the market economy survives by producing goods that persons are willing
- 8. Organizational orientation In this sense, a firm's marketing department is often seen as of prime importance
- 9. Further orientations An emerging area of study and practice concerns internal marketing, or how employees are
- 10. Marketing research Marketing research involves conducting research to support marketing activities, and the statistical interpretation of
- 11. Marketing environment The term marketing environment relates to all of the factors (whether internal, external, direct
- 12. Market segmentation Market segmentation pertains to the division of a market of consumers into persons with
- 13. Target Once a segment has been identified, a firm must ascertain whether the segment is beneficial
- 14. Marketing information system A marketing information system (MKIS) is an information system that is commonly used
- 15. Marketing communications Marketing communications is defined by actions a firm takes to communicate with end-users, consumers
- 16. Personal selling Oral presentation given by a salesperson who approaches individuals or a group of potential
- 17. Sales promotion Short-term incentives to encourage buying of products. Instant appeal Anxiety to sell An example
- 18. Public relations Public Relations (or PR, as an acronym) is the use of media tools by
- 19. Publicity Publicity involves attaining space in media, without having to pay directly for such coverage. As
- 20. Marketing strategy The field of marketing strategy encompasses the strategy involved in the management of a
- 21. Ansoff Matrix The Ansoff Matrix was devised by Igor Ansoff, a Russian-born American pioneer of strategic
- 22. Technology and marketing Marketing management can also note the importance of technology, within the scope of
- 23. Green marketing Green marketing can be defined as the marketing of products which are environmentally sound[24].
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Слайд 2Marketing is the process associated with promoting for sale goods or services.
Marketing is the process associated with promoting for sale goods or services.
Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. The evolution of marketing was caused due to mature markets and overcapacities in the last decades. Companies then shifted the focus from production more to the customer in order to stay profitable.
The term marketing concept holds that achieving organisational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.
Слайд 3Further definitions
Marketing is defined by the American Marketing Association [AMA] as "the
Further definitions
Marketing is defined by the American Marketing Association [AMA] as "the
The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably.“ A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing is defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage.“
Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture.
Слайд 4Marketing orientations
An orientation, in the marketing context, relates to a perception or
Marketing orientations
An orientation, in the marketing context, relates to a perception or
Earlier approaches
History of marketing
The marketing orientation evolved from earlier orientations namely the production orientation, the product orientation and the selling orientation.
Слайд 5Product Innovation
In a product innovation approach, the company pursues product innovation, then
Product Innovation
In a product innovation approach, the company pursues product innovation, then
Слайд 6Contemporary approaches
Recent approaches in marketing is the relationship marketing with focus on
Contemporary approaches
Recent approaches in marketing is the relationship marketing with focus on
Слайд 7Customer orientation
A firm in the market economy survives by producing goods that
Customer orientation
A firm in the market economy survives by producing goods that
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.
A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
Product → Solution
Promotion → Information
Price → Value
Placement → Access
Слайд 8Organizational orientation
In this sense, a firm's marketing department is often seen as
Organizational orientation
In this sense, a firm's marketing department is often seen as
The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a firm's finance department would be consulted, with respect to securing appropriate funding for the development, production and promotion of the product. Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation. Production may oppose the installation, support and servicing of new capital stock, which may be needed to manufacture a new product. Finance may oppose the required capital expenditure, since it could undermine a healthy cash flow for the organization.
A further marketing orientation is the focus on a mutually beneficial exchange. In a transaction in the market economy, a firm gains revenue, which thus leads to more profits/market share/sales. A consumer on the other hand gains the satisfaction of a need/want, utility, reliability and value for money from the purchase of a product or service. As no one has to buy goods from any one supplier in the market economy, firms must entice consumers to buy goods with contemporary marketing ideals.
Mutually beneficial exchange
Слайд 9Further orientations
An emerging area of study and practice concerns internal marketing,
Further orientations
An emerging area of study and practice concerns internal marketing,
Diffusion of innovations research explores how and why people adopt new products, services and ideas.
With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.
Слайд 10Marketing research
Marketing research involves conducting research to support marketing activities, and the
Marketing research
Marketing research involves conducting research to support marketing activities, and the
A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.
Слайд 11Marketing environment
The term marketing environment relates to all of the factors (whether
Marketing environment
The term marketing environment relates to all of the factors (whether
Macro environment
On the macro environment a firm holds only little control. It consists of a variety of external factors that manifest on a large (or macro) scale. These are typically economic, social, political or technological phenomena. A common method of assessing a firm's macro-environment is via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis. Within a PESTLE analysis, a firm would analyze national political issues, culture and climate, key macroeconomic conditions, health and indicators (such as economic growth, inflation, unemployment, etc.), social trends/attitudes, and the nature of technology's impact on its society and the business processes within the society.
Micro environment
A firm holds a greater amount (though not necessarily total) control of the micro environment. It comprises factors pertinent to the firm itself, or stakeholders closely connected with the firm or company. A firm's micro environment typically spans:
Customers/consumers
Employees
Suppliers
The Media
By contrast to the macro environment, an organization holds a greater degree of control over these factors.
Слайд 12Market segmentation
Market segmentation pertains to the division of a market of consumers
Market segmentation
Market segmentation pertains to the division of a market of consumers
The purpose for market segmentation is conducted for two main issues. First, a segmentation allows a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Furthermore the diversified tastes of the contemporary Western consumers can be served better. With more diversity in the tastes of modern consumers, firms are taking noting the benefit of servicing a multiplicity of new markets.
Market segmentation can be defined in terms of the STP acronym, meaning Segment, Target and Position.
Segment
Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes. Four commonly used criteria are used for segmentation, which include:
Geographical (e.g. country, region, city, town, etc.)
Psychographic (i.e. personality traits or character traits which influence consumer behaviour)
Demographic (e.g. age, gender, socio-economic class, etc.)
Behavioural (e.g. brand loyalty, usage rate, etc.)
Слайд 13Target
Once a segment has been identified, a firm must ascertain whether the
Target
Once a segment has been identified, a firm must ascertain whether the
Discernable - How a segment can be differentiated from other segments.
Accessible - How a segment can be accessed via Marketing Communications produced by a firm.
Measurable - Can the segment be quantified and its size determined?
Profitable - Can a sufficient return on investment be attained from a segment's servicing?
The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are:
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 organisation forges a product to satisfy a specialised target market.
Position
Positioning concerns how to position a product in the minds of consumers. A firm often performs this by producing a perceptual map, which denotes products produced in its industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to suit meld with the product's perception among consumers.
Слайд 14Marketing information system
A marketing information system (MKIS) is an information system that
Marketing information system
A marketing information system (MKIS) is an information system that
Marketing intelligence system
This sub-system stores information gathered from a firm's marketing intelligence activities. Marketing intelligence consists of actions a firm would undertake within its own market or industry, geared towards information existing within its markets. This can be obtained via communication with suppliers, consumers or other bodies within a market.
Internal processes system
The internal processes system catalogues all internal marketing processes within a firm.
Marketing research system
This section of the overall system contains data from a firm's marketing research activities.
Analytical system
The analytical system is the only sub-system which does not store data or information. It's function is to analyse and process data from the other three systems, into reliable, timely and relevant information for the perusal and use of marketing management.
Слайд 15Marketing communications
Marketing communications is defined by actions a firm takes to communicate
Marketing communications
Marketing communications is defined by actions a firm takes to communicate
The process in which the differing modes of marketing communications are complemented and synthesised is called integrated marketing communications (IMC). It is used in order to create a single and coherent marketing communications process. As an example, a firm can advertise the existence of a sales promotion, via a newspaper, magazine, TV, radio, etc. The same promotion can also be communicated via direct marketing, or personal selling. The aim of IMC is to lessen confusion among a product's target market, and to lessen cost for the firm. Several different subsets of marketing communications can be distinguished.
Слайд 16Personal selling
Oral presentation given by a salesperson who approaches individuals or a
Personal selling
Oral presentation given by a salesperson who approaches individuals or a
Live, interactive relationship
Personal interest
Attention and response
Interesting presentation
Clear and thorough.
Слайд 17Sales promotion
Short-term incentives to encourage buying of products.
Instant appeal
Anxiety
Sales promotion
Short-term incentives to encourage buying of products.
Instant appeal
Anxiety
An example is coupons or a sale. People are given an incentive to buy, but this does not build customer loyalty or encourage future repeat buys. A major drawback of sales promotion is that it is easily copied by competition. It cannot be used as a sustainable source of differentiation. Sales promotions are typically used to heighten sales/revenue, especially if a firm holds dead/excess stock, or if the market for a product has matured.
Слайд 18Public relations
Public Relations (or PR, as an acronym) is the use of
Public relations
Public Relations (or PR, as an acronym) is the use of
Interviews
Speeches/Presentations
Corporate literature, such as financial statements, brochures, etc.
Слайд 19Publicity
Publicity involves attaining space in media, without having to pay directly for
Publicity
Publicity involves attaining space in media, without having to pay directly for
Advertising
Advertising occurs when a firm directly pays a media channel to publicize its product. Common examples of this include TV and radio adverts, billboards, branding, sponsorship, etc.
Direct marketing
Direct marketing is a process where a firm uses communication channels to attain and retain consumers for its product. It is a comparatively new mode of marketing communications (when compared with forms such as advertising, sales promotions, personal selling, etc.) Direct marketing involves carefully seeking out persons within a target market, and communicating to them about the nature of a product. This process is signified by brochures sent via the mail, e-mails from companies, etc. It can also constitute the use of telemarketing, in order to communicate with a target market.
Слайд 20 Marketing strategy
The field of marketing strategy encompasses the strategy involved in the
Marketing strategy
The field of marketing strategy encompasses the strategy involved in the
A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to manage effectively such products. Such decisions consist of the following decisions:
Should we (,i.e. the firm) enter a market/industry?
Should we increase funding for our product(s)?
Should we maintain funding for our product(s)?
Should we divest or cease production of our product(s)?
Evidently, a company needs to weigh up and ascertain how to utilise effectively its finite resources. As an example, a start-up car manufacturing firm would face little success, should it attempt to rival immediately Toyota, Ford, Nissan or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production may be made. With regard to the aforesaid questions, each scenario requires a unique marketing strategy to be employed. Below are listed some prominent marketing strategy models, which seek to propose means to answer the preceding questions.
Слайд 21Ansoff Matrix
The Ansoff Matrix was devised by Igor Ansoff, a Russian-born American
Ansoff Matrix
The Ansoff Matrix was devised by Igor Ansoff, a Russian-born American
Ansoff proposed his Matrix, as a means of identifying how a firm should market its product in differing scenarios. The labels are listed below:
X-axis
Existing markets
Existing products
Y-axis
New markets
New products
Four quadrants can then be determined, which are:
Market penetration
Diversification
Market development
Product Development
Each aforesaid category provides a unique marketing scenario, in which Ansoff denoted a given strategy.
Слайд 22Technology and marketing
Marketing management can also note the importance of technology, within
Technology and marketing
Marketing management can also note the importance of technology, within
Enhanced marketing research practices
Computer-based information systems can be employed, aiding in a better processing and storage of data. Marketing researchers can use such systems to devise better methods of converting data into information, and for the creation of enhanced data gathering methods.
Support for a firm's MKIS (Marketing Information System)
The four elements of a firm's MKIS can be further developed via technology. Information technology can aid in improving an MKIS' software and hardware components, to improve a company's marketing decision-making process.
A greater demand for technologically developed products
In recent years, the netbook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progress at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smartphones into the cellphone market is commonly derived from a demand among consumers for more technologically advanced products. A firm can lose out to competitors, should it refrain from noting the latest technological occurrences in its industry.
The global nature of technology
Technological advancements can facilitate lesser barriers between countries and regions. Via using the World Wide Web, firms can quickly dispatch information from one country to another, without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if via snail mail, telex, etc.
Слайд 23Green marketing
Green marketing can be defined as the marketing of products which
Green marketing
Green marketing can be defined as the marketing of products which
The rationale for the devising and emergence of green marketing is thus:
A higher quantity of persons willing and able to buy green products.
Heightened awareness among consumers, concerning the potentially negative aspects of global climate change.
Green marketers thus target persons who are more environmentally conscious. The segmentation and market research processes of numerous firms denote that the target market for green products has grown widely in numerous years. Accordingly, green marketers are willing to supply what persons are willing and able to buy.
It can also be stated that green products are often more expensive than "non-green" products, due perhaps to higher production costs. Nevertheless, green consumers are typically willing to pay higher prices, as a means of doing their part to safeguard the environment of the planet Earth.
Some drawbacks of green marketing are thus:
The ideal of "green washing"
Disputes and contention surrounding the exact meaning of a green product
Green washing pertains to when a firm misleadingly produces a product, with ostensible green characteristics, which is not actually environmentally sound. In addition to evident ethical issues concerning deceit, such conduct can undermine an organisation's drive to be deemed a "green" company. Accordingly, a firm must be sincere in its efforts to be environmentally sound, regarding its environmental practices and policies.
Moreover, the extent and nature of a green product can be a moot point. To some, a product must be wholly green to be viewed as green. To others, a product may only possess a reduction in environmentally harmful inputs to be worthy of being labelled green. Nonetheless, a firm can enhance its green marketing efforts if it persuades consumers that the purchase of green products can enhance environmental protection.