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Marketing

for Media Relations
by

Eva Vicenová

on 21 September 2013

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Transcript of Marketing

Marketing
Contents
Features of modern economies:
Basic terms
Marketing management
MARKETING
- basic definitions
Concepts
of
marketing management
The importance of marketing
Basic definitions & terms
Marketing management
Marketing information system
Marketing environment
Market segmentation - targeging - positioning
Marketing mix
vast markets with anonymous consumers
differentiated size structure of manufacturers
supplies exceeded market demands
the activity, set of institutions and processes for creating, communicating, delivering and exchangig offerings that have value for customers, clients, partners and society at large
a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others
the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create and exchange value and satisfy individual and organizational objectives
entrepreneurial policy, a way of thinking and management concepts in production and sales that are based on the requirements of the market
the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superiour customer value
production concept
product concept
selling concept
marketing concept
societal marketing concept
Eva Vicenova, PhD.
American
Marketing
Association
/Patrick de Pelsmacker/
Philip Kotler
Prof. Sedlak
Exchange
Transaction
Products
Wants
Needs
Demands
Markets
Functions
of
marketing management
analysis
planning
implementation
control
Methods of analysis:
SWOT analysis
PEST analysis
Benchmarking
Structure of a marketing plan:
executive summary
current marketing situation
potential threats and opportunities
objectives and possible problems
marketing strategies
implementation programmes
budgets
controls
Implementation process:
Organizational structure
Spark
System of decision making and rewards
Implementation programme
(cc) image by nuonsolarteam on Flickr
Management atmosphere
and
corporate culture
Types of marketing controls:
Profit control
Annual
plan
control
(cc) photo by medhead on Flickr
Strategic control
MIS consists of people and procedures for assesing information needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights.
Marketing information system
internal databases
competitive marketing intelligence
marketing research
MIS structure:
is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization
Marketing research
• market research vs. marketing research

• types: exploratory, descriptive and causal research

• secondary & primary research
Macroenvironment
Microenvironment
technological forces
political forces
natural forces
demographic forces
company
suppliers
distribution channels
(cc) photo by theaucitron on Flickr
(cc) photo by theaucitron on Flickr
it consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers
Marketing environment
intermediaries
competitors
publics
cultural forces
economic forces
is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market
Marketing mix
4 Ps vs. 4Cs
Product
Price
Place
Promotion
Customer value
Customer costs
Convenience
Communication
Product
Price
Place
(Distribution)



Promotion
(Marketing communication)
Communication model
advertising
sales promotion
public relations
personal selling
direct marketing
Message
Media
Sender
Encoding
Decoding
Receiver
Response
Feedback
Noise
Outdoor
Poster
Print ad
Banner
TV commercial
Advertising
Sales promotion
samples
contests
price discounts
multipacks
coupons
Public relations (PR)
events
corporate identity
media relations
Direct marketing
Personal selling
teleshopping
catalogues
telemarketing
direct mail
Segmentation - Targeting - Positioning
women,
14-29 yrs,
university education,
living in big cities,
interested in fashion,
cosmetics, enjoying life
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Consumer market
represents individuals and families (households) purchasing goods and services for personal consumption and use
Model of buyer behaviour
Marketers must understand - what, where, how, when and why they buy...
Buyer decision making process
5 stages marketers should be familiar with
Need recognition
Information
search
Evaluation
of
alternatives
Purchase
decision
Postpurchase
behaviour
Business markets
3 basic types:
business/industrial/production sector market
reseller market
government market
is the set of all individuals and organizations that acquire goods and services that enter into the production of other products
or services that are sold, rented, or supplied to others
Differences from consumer market:
market structure and demand •
nature of buying unit •
types of decisions and the decision process •
Model of business buyer behaviour
Customer relationship management
(CRM)
a management approach that enables organizations to identify, attract and increase retention of profitable customers by managing relationships with them

a comprehensive strategy of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer

it enables a company to produce a consistent, personalized marketing communication whether the customer sees an ad, visits a web site, or calls customer service
Types of CRM
Strategic CRM
Operational CRM
Analytical CRM
automation of business processes incl. front-office customer contact points
one-on-one communications with the customer by applying customer data (demographic, industry, buying history, etc.) to every communications vehicle, e.g. personalizing e-mail or other communications with customer names
involves storage, analysis, interpretation and use of data created from operational side of business
a core customer-centric strategy that aims at keeping profitable customers
CRM mix
people

processes

technology

information
Satisfaction-profit chain
CRM strategies
Mass personalization
a customer is distinguished by his name and address or purchasing history (in database) -> individual marketing communication (but with standardized products),
e.g. insurance companies
Mass customization
is based on knowledge that some customers are willing to pay more for extra benefits
customers co-create the products according to their needs and wants,
e.g. alza.sk
Differentiated CRM
respects different needs and wants of the customers and offers tailored products and services based on close cooperation with customers
whole marketing mix is individualized,
e.g. companies on B2B markets
Corporate social responsibility
(CSR)
obligations of businessmen to pursue those policies, to make those decisions, or to follow those lines of action which are desirable in terms of the objectives and values of our society
(BOWEN, H.: Social Responsibilities of the Businessman, 1953)
companies
voluntarily
implement various social, economic, environmental or other programmes beyond the normal practice -> do well by doing good
it must be understood as an integral part of all company activities
Pillars of CSR
3 Ps of CSR:
profit
people
planet
CSR includes:
social aspects
economic aspects
environmental aspects
Companies believe, that in developing CSR programmes they will build a positive image and reputation for themselves and that consumers, by buying their products, will support and reward them.
CSR@FMK
Services marketing
a form of product that consists of activities, benefits or satisfactions offered for sale
essentially intangible
do not result in the ownership of anything
Services:
4 basic groups (based on functions):
production/industrial services
distribution services
personal services
social services
Marketing of relationships
a guiding principle in services is to focus on customers
services marketing means basically marketing of relationships
it should consist of 3 dimensions
Company
Customers
Employees
Internal
marketing
Interactive
marketing
External
marketing
Place marketing
involves activities undertaken to create, maintain or change attitudes or behaviour toward particular places
it was developed to help with problems of territorial development
includes area, territory, location and regional marketing
Marketing of services in golf
'Other' example
Tools of place marketing (8 Ps)
product
place (replaced by accessibility)
price
promotion
people
physical environment
processes
partnership
International marketing
expanding marketing efforts of products into foreign markets
business philosophy designed to meet consumer needs and wants on international markets
major tasks & decisions:
understand the global marketing environment
deciding whether to go international
markets to enter
enter market strategies
(export, joint venture, direct investment)
global marketing programme
Benetton case study:
http://www.slideshare.net/pallavchatterjee/benetton-internationalization-strategy-2#btnNext
'Other' example (IKEA cut women from Saudi catalogue):
http://online.wsj.com/article/SB10000872396390444592404578030274200387136.html#articleTabs%3Dvideo
Marketing and the internet
Internet = global computer network that serves as:
a medium of information
a medium of communication
a medium of advertising
a medium of business
Basic concepts related to the commercial use of the internet:
E-business
E-commerce
E-procurement
Advantages of presence on the internet
for a company:
no space-time boundaries
lower costs (comparing to the 'traditional' media)
opportunity to enter new markets
increasing the image of technologically conscious company
Phases of marketing on the internet:
web presence
transactions via web
online mutual communication with customer
integration with other customer contact points
Internet
Extranet
Intranet
New/trends in marketing
SoLoMo
Viral marketing
Product placement
Guerilla marketing
Gamification
Ambush marketing
Gamification
applying game design thinking to non-game applications to make them more fun and engaging
has many forms - achievements, g-commerce, virality
Ambush marketing
when advertisers associate themselves with, and therefore capitalize on the goodwill, reputation, and popularity of a particular event without paying any sponsorship fee
Product placement
form of paid advertising when branded products are intentionally placed in the context of audiovisual works in order to be promoted

influences the target
audience through
personalities/celebrities
who use a particular
product
Viral marketing
Guerilla marketing
unconventional marketing activities intended to get maximum results from minimal resources

usually uses traditional media placed on non-traditional locations to reach the target group
A marketing tactic relying upon some aspect of the system to cause the promotion to propagate itself as initial targets pass the promotion onto others. One example of viral marketing is encouraging current and potential customers to tell others about the company's products and services, and in turn encouraging those others to tell even more others
Augmented reality
AR
a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data
Full transcript