Introduction
Marketing Approach
Types of Marketing
Marketing Studies
Studying the environment, the market, the competitors, the consumers, the products and the services.
Strategic Marketing
Defining the objectives, target segments, positining, achievements, strategy.
Operational Marketing
Defining the marketing mix, the budget, the action plan, the control, implement decisions.
Strategic Marketing
- Segmentation: dividing into homogeneous groups (traditional, geographical, behavioral, psychographic)
- Targeting: select target segment (mass marketing, segmented marketing, concentrted marketing, personalized marketing)
- Positioning: design product for specific place in relation to competitors & consumers
Segmentation
Traditional Segmentation
- Age and Life-cycle
- Gender Segmentation
- Income Segmentation
- Geographic Segmentation
Behavioral Criteria
- Occasions (when are they buying)
- Benefits sought (why do they buy)
- User status (initiator, influencer, buyer, user, decider)
- Loyalty Status (hardcore, split, shifting, switchers)
- Usage rate (light, medium, heavy)
Psychographic Criteria
- Social class
- Lifestyle
- Personality
Goal Setting
- Figures, timed
- Volumes, Turnover, Market Share
- Profitability, Contribution to Overheads, Profits
- More qualitatives objectives: image & reputation, customer satisfaction, quality, innovation, social responsibility
Positioning
Positioning consists of using the Marketing Mix (4Ps)
- Product: Product Policy
- Price: Price Policy
- Place: Distribution Policy
- Promotion: Communication Policy
Product
- Quality
- Characteristics
- Range
- Design
- Brand
- Packaging
- Size
- Warranty
- Services (after sale?)
Price
- Rate
- Price List
- Discounts
- Rebate
- Payment conditions
- Credit conditions
Place
- Distrubution channels
- Catchment area
- Point of sale
- Stock
- Warehouse
- Transporation
Promotion
- Advertisements
- Sales
- Sponsorships
- Public Relations
- Direct Marketing
- Selling Power
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