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Marketing

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by

Leticia Ponce Hernandez

on 11 November 2018

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Transcript of Marketing

L. Ponce
Marketing
It's about getting your prospects to
see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
Branding
Direct or indirect sales channels
Single or multiple channels
Types of intermediaries
Number of intermediaries at each level
Which companies will be intermediaries to avoid
“interchannel conflict”
Distribution Channels
Market Segmentation
Appendix:
Market size
Profit margins
Break-even analysis

Marketing Plan
III. Market Segmentation
Segment 1
Description
Percent of sales
What customers want
How customers use the product
Support requirements
How to reach customers
Price sensitivity

IV. Selected Marketing Strategies and Marketing Mix
Product
Price
Place (Distribution)
Promotion
Marketing Plan
Profit is the difference between what it costs to make or buy your product and what you earn from selling it.

Other measurements are:
Gross profit= sales revenue- COGS
Net profit= gross profit-taxes and interest
Profit margin=gross profit/sales revenue
Markup=sales price-cost to produce/cost to produce
ROI= profit-investment cost/investment cost
Profitability
Measures a company’s performance relative to its competitors by the proportion of the market the company is able to capture.
Market Share = Firm’s Sales / Total Market Sales

Reasons to Increase market share:
Economies of scale- produces cost advantage
Sales growth in slow growth market
Reputation
Increased bargaining power
Market Share
How companies communicate with their buyers:
Personal Selling.
Sales Promotion.
Public Relations.
Direct Mail.
Trade Fairs and Exhibitions.
Advertising.
Sponsorship.
Promotion
I. The Challenge

II. Situation Analysis:
Competitor Analysis
Macro Environmental: PEST and SWOT analysis
Marketing Plan
“Marketing is getting customers and potential customers to perceive the value of what you offer.” Steven D. Strauss
Marketing is an organizational function for:

- "Identifing unfulfilled needs and desires.
- Defining, measuring and quantifing the size of the identified market and the profit potential.
- Designing the appropriate products and services and promoting them."
What is Marketing Management?
The marketing strategy and marketing mix will
depend a great deal on what stage of life the product is in.
Product Life Cycle
Budget
Media
Message
Public relations
Personal selling
Advertising
Service levels
Logistics
Locations
Market coverage
Channel motivation
Channel members
Leasing options
Financing
Allowances
Discounts
List price
Promotion
Place
Price
Service/Support
Warranty
Brand
Packaging
Quality
Appearance
Functionality
Product
Marketing Mix Decisions
Price
Promotion
Target
Market
Place
Product
Controllable variables used by marketing managers to try to obtain the desired level of sales in the target market.
The 4 P’s of marketing.
The Marketing Mix
Philip Kotler
Short Life Cycle
Long Life Cycle
Life Cycle Depends On
Type of product
Levels of competition
Marketing support
Customers tastes
Introduction Phase
New to the market; heavy promotion required.
Create awareness
Encourage sales
Develop image/brand
Growth Phase
Cashflow may be a problem, as well as under capacity production.
Sales may be rising and profits made
Efficiencies in production
Competitors may appear!
Maturity Phase
Promotion is still required
Cashflow will be positive and profits will be made
Money from mature products will be invested in stars or question marks
Declining Phase
As sales start to decline, we need to decide:
Withdraw products
Wait for competitors to withdraw their products in order to get their sales
Use extension strategies to revitalize the product and increase sales: re-packaging, discounts, re-branding and going into new markets or market segments
Demographic
Over 40
Males
Caucasian
Western culture
Earning over 100K a year
University or graduate degree
Upper-class
With children

Psychographic
Luxury lifestyle
Values traditions,
Wants to pass his wealth to his children

Geographic
Western Europe
North east coast in the USA
Lives in cities
Over 500,000 inhabitant

Behaviorial
Purchased for a special occasion
Mainly motivated by status and beautiful design
Wears it daily
Wants children to inherit
Full transcript