Martekting Strategy

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MARKETING LECTUREMARKETING LECTUREMARKETING LECTUREMARKETING LECTURE

NOTESNOTESNOTESNOTES

Dimitris DrososDimitris DrososDimitris DrososDimitris Drosos

LecturerLecturerLecturerLecturer

Technological Education Institute of PiraeusTechnological Education Institute of PiraeusTechnological Education Institute of PiraeusTechnological Education Institute of Piraeus

Business SchoolBusiness SchoolBusiness SchoolBusiness SchoolManagement Information System & NewManagement Information System & NewManagement Information System & NewManagement Information System & New

Technology LabTechnology LabTechnology LabTechnology Lab


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GeoInformationGeoInformationGeoInformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research Marketing NotesMarketing NotesMarketing NotesMarketing Notes

CONTENTSCONTENTSCONTENTSCONTENTS

EEEE ---- MarketingMarketingMarketingMarketing

Marketing StrategyMarketing StrategyMarketing StrategyMarketing Strategy

MarketingMarketingMarketingMarketing ---- PromotionPromotionPromotionPromotion

MarketingMarketingMarketingMarketing ---- ProductProductProductProduct

About MarketingAbout MarketingAbout MarketingAbout Marketing


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ABOUT

MARKETING


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WHAT IS MARKETING


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WHAT IS MARKETING

Marketing is the process of planningMarketing is the process of planningMarketing is the process of planningMarketing is the process of planning

and executing the conception, pricing,and executing the conception, pricing,and executing the conception, pricing,and executing the conception, pricing,

promotion, and distribution of ideas,promotion, and distribution of ideas,promotion, and distribution of ideas,promotion, and distribution of ideas,goods, services to create exchangesgoods, services to create exchangesgoods, services to create exchangesgoods, services to create exchanges

that satisfy individual andthat satisfy individual andthat satisfy individual andthat satisfy individual andorganizational goalsorganizational goalsorganizational goalsorganizational goals

American Marketing AssociationAmerican Marketing AssociationAmerican Marketing AssociationAmerican Marketing Association


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WHAT IS MARKETING

Marketing is the managementMarketing is the managementMarketing is the managementMarketing is the management

process that identifies, anticipatesprocess that identifies, anticipatesprocess that identifies, anticipatesprocess that identifies, anticipates

and satisfies customer requirementsand satisfies customer requirementsand satisfies customer requirementsand satisfies customer requirementsprofitablyprofitablyprofitablyprofitably

The Chartered Institute of MarketingThe Chartered Institute of MarketingThe Chartered Institute of MarketingThe Chartered Institute of Marketing


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WHAT IS MARKETING

The right product, in the right place,The right product, in the right place,The right product, in the right place,The right product, in the right place,

at the right time, and at the right priceat the right time, and at the right priceat the right time, and at the right priceat the right time, and at the right price

Adcock et alAdcock et alAdcock et alAdcock et al

Marketing is the human activityMarketing is the human activityMarketing is the human activityMarketing is the human activitydirected at satisfying human needsdirected at satisfying human needsdirected at satisfying human needsdirected at satisfying human needs

and wants through an exchangeand wants through an exchangeand wants through an exchangeand wants through an exchange

processprocessprocessprocess

Kotler 1980Kotler 1980Kotler 1980Kotler 1980


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WHAT IS MARKETING

Marketing is a social and managerialMarketing is a social and managerialMarketing is a social and managerialMarketing is a social and managerial

process by which individuals andprocess by which individuals andprocess by which individuals andprocess by which individuals and

groups obtain what they want andgroups obtain what they want andgroups obtain what they want andgroups obtain what they want andneed through creating, offering andneed through creating, offering andneed through creating, offering andneed through creating, offering and

exchanging products of value withexchanging products of value withexchanging products of value withexchanging products of value withothersothersothersothers

Kotler 1991Kotler 1991Kotler 1991Kotler 1991


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WHAT IS MARKETING

5 Ps of Marketing5 Ps of Marketing5 Ps of Marketing5 Ps of Marketing

ProductProductProductProduct

PromotionPromotionPromotionPromotion

PricingPricingPricingPricing

Place (or distribution system)Place (or distribution system)Place (or distribution system)Place (or distribution system)

PeoplePeoplePeoplePeople


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5 Ps OF MARKETING

5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING

BBBBBBBB

EEEEEEEE

CCCCCCCC

DDDDDDDD

AAAAAAAAProductProductProductProduct

PricePricePricePrice

PromotionPromotionPromotionPromotion

PeoplePeoplePeoplePeople PlacePlacePlacePlace


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MARKETING MANAGEMENT PROCESS

Analysis/AuditAnalysis/AuditAnalysis/AuditAnalysis/Audit ---- where are we now?where are we now?where are we now?where are we now?

ObjectivesObjectivesObjectivesObjectives ---- where do we want to be?where do we want to be?where do we want to be?where do we want to be?

StrategiesStrategiesStrategiesStrategies ---- which way is best?which way is best?which way is best?which way is best?

TacticsTacticsTacticsTactics ---- how do we get there?how do we get there?how do we get there?how do we get there?

ImplementationImplementationImplementationImplementation ---- Getting there!Getting there!Getting there!Getting there!

ControlControlControlControl ---- Ensuring arrivalEnsuring arrivalEnsuring arrivalEnsuring arrival


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WHAT DO WE MARKET

GoodsGoodsGoodsGoods

ServicesServicesServicesServices

EventsEventsEventsEvents

ExperiencesExperiencesExperiencesExperiences

PersonalitiesPersonalitiesPersonalitiesPersonalities

PlacePlacePlacePlace

OrganizationsOrganizationsOrganizationsOrganizationsPropertiesPropertiesPropertiesProperties

InformationInformationInformationInformation

Ideas and ConceptsIdeas and ConceptsIdeas and ConceptsIdeas and Concepts


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SACCESSFUL MARKET STORY

Bill GateBill GateBill GateBill Gate


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Richard BransonRichard BransonRichard BransonRichard Branson


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Stelios HajiStelios HajiStelios HajiStelios Haji----IoanouIoanouIoanouIoanou


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MARKETING

PRODUCT


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PRODUCT

Anything that is offeredAnything that is offeredAnything that is offeredAnything that is offered

to the market forto the market forto the market forto the market for

attention, acquisition,attention, acquisition,attention, acquisition,attention, acquisition,

use or consumption thatuse or consumption thatuse or consumption thatuse or consumption that

satisfies a want or asatisfies a want or asatisfies a want or asatisfies a want or a

needneedneedneed


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PRODUCT LIFE CYCLE

1.1.1.1.Product developmentProduct developmentProduct developmentProduct development ---- sales are zero,sales are zero,sales are zero,sales are zero,

investment costs are highinvestment costs are highinvestment costs are highinvestment costs are high

2.2.2.2. IntroductionIntroductionIntroductionIntroduction ---- profits do not exist, heavyprofits do not exist, heavyprofits do not exist, heavyprofits do not exist, heavyexpense of product introductionexpense of product introductionexpense of product introductionexpense of product introduction

3.3.3.3.GrowthGrowthGrowthGrowth ---- rapid market acceptance andrapid market acceptance andrapid market acceptance andrapid market acceptance and

increasing profitsincreasing profitsincreasing profitsincreasing profits4.4.4.4.MaturityMaturityMaturityMaturity ---- slowdown in sales growth. Profitsslowdown in sales growth. Profitsslowdown in sales growth. Profitsslowdown in sales growth. Profits

levellevellevellevel----off. Increase outlay to competeoff. Increase outlay to competeoff. Increase outlay to competeoff. Increase outlay to compete

5.5.5.5.DeclineDeclineDeclineDecline ---- sales fallsales fallsales fallsales fall----off and profits dropoff and profits dropoff and profits dropoff and profits drop


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PRODUCT LIFE CYCLE


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MARKETING

PROMOTION


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PROMOTION

Anything that is offeredAnything that is offeredAnything that is offeredAnything that is offered

to the market forto the market forto the market forto the market for

attention, acquisition, useattention, acquisition, useattention, acquisition, useattention, acquisition, use

or consumption thator consumption thator consumption thator consumption that

satisfies a want or asatisfies a want or asatisfies a want or asatisfies a want or a

need.need.need.need.


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PROMOTION MIX

Personal SellingPersonal SellingPersonal SellingPersonal Selling

TelemarketingTelemarketingTelemarketingTelemarketing

Direct MailDirect MailDirect MailDirect Mail

Trade Fairs and ExhibitionsTrade Fairs and ExhibitionsTrade Fairs and ExhibitionsTrade Fairs and Exhibitions

Commercial TelevisionCommercial TelevisionCommercial TelevisionCommercial Television

Newspapers and MagazinesNewspapers and MagazinesNewspapers and MagazinesNewspapers and Magazines

RadioRadioRadioRadio

CinemaCinemaCinemaCinema

Point of Sale DisplaysPoint of Sale DisplaysPoint of Sale DisplaysPoint of Sale DisplaysPackagingPackagingPackagingPackaging


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PROMOTION DECISIONS

Elements in the Communication ProcessElements in the Communication ProcessElements in the Communication ProcessElements in the Communication Process

Promotions MixPromotions MixPromotions MixPromotions Mix

The promotions MessageThe promotions MessageThe promotions MessageThe promotions Message

Executions StyleExecutions StyleExecutions StyleExecutions Style

Media Choice?Media Choice?Media Choice?Media Choice?

Promotional ObjectivesPromotional ObjectivesPromotional ObjectivesPromotional Objectives


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PROMOTIONAL OBJECTIVES

To Support Sales IncreasesTo Support Sales IncreasesTo Support Sales IncreasesTo Support Sales Increases

To Encourage TrialTo Encourage TrialTo Encourage TrialTo Encourage Trial

To Create AwarenessTo Create AwarenessTo Create AwarenessTo Create Awareness

To Inform about a Feature or BenefitTo Inform about a Feature or BenefitTo Inform about a Feature or BenefitTo Inform about a Feature or Benefit

To RemindTo RemindTo RemindTo RemindTo ReassureTo ReassureTo ReassureTo Reassure

To Create an ImageTo Create an ImageTo Create an ImageTo Create an Image

To Modify AttitudesTo Modify AttitudesTo Modify AttitudesTo Modify Attitudes


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MARKETING

STRATEGY


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WHAT IS MARKETING STRATEGY

1.1.1.1.Systematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by management

2.2.2.2.Better coBetter coBetter coBetter co----ordination of company effortsordination of company effortsordination of company effortsordination of company efforts

3.3.3.3.Development of better performance standardsDevelopment of better performance standardsDevelopment of better performance standardsDevelopment of better performance standards

for controlfor controlfor controlfor control

4.4.4.4.Sharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policies

5.5.5.5.Better prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developments

6.6.6.6.Managers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participation


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WHY MARKETING STRATEGY IS NECESSARY

1.1.1.1.Systematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by management

2.2.2.2.Better coBetter coBetter coBetter co----ordination of company effortsordination of company effortsordination of company effortsordination of company efforts

3.3.3.3.Development of better performance standardsDevelopment of better performance standardsDevelopment of better performance standardsDevelopment of better performance standards

for controlfor controlfor controlfor control

4.4.4.4.Sharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policies

5.5.5.5.Better prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developments

6.6.6.6.Managers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participation


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MARKETING STRATEGY


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MARKETING STRATEGY


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STRATEGIC MARKETING PLANNING


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CONTENTS OF MARKETING PLAN

Business Mission StatementBusiness Mission StatementBusiness Mission StatementBusiness Mission Statement

ObjectivesObjectivesObjectivesObjectives

Situation Analysis (SWOT)Situation Analysis (SWOT)Situation Analysis (SWOT)Situation Analysis (SWOT)

Marketing StrategyMarketing StrategyMarketing StrategyMarketing Strategy

1.Target Market Strategy1.Target Market Strategy1.Target Market Strategy1.Target Market Strategy

2.Marketing Mix2.Marketing Mix2.Marketing Mix2.Marketing Mix

3.Positioning3.Positioning3.Positioning3.Positioning

4.Product4.Product4.Product4.Product5.Promotion5.Promotion5.Promotion5.Promotion

6.Price6.Price6.Price6.Price

7.Place7.Place7.Place7.Place DistributionDistributionDistributionDistribution

8.People8.People8.People8.People

9.Process9.Process9.Process9.Process


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E- MARKETING

E MARKETING


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E - MARKETING

eMarketing is the process ofeMarketing is the process ofeMarketing is the process ofeMarketing is the process of

marketing a brand using themarketing a brand using themarketing a brand using themarketing a brand using the

Internet.Internet.Internet.Internet. ItItItIt includes both directincludes both directincludes both directincludes both direct

response marketing and indirectresponse marketing and indirectresponse marketing and indirectresponse marketing and indirect

marketing elements and uses amarketing elements and uses amarketing elements and uses amarketing elements and uses a

range of technologies to helprange of technologies to helprange of technologies to helprange of technologies to help

connect businesses to theirconnect businesses to theirconnect businesses to theirconnect businesses to theircustomers.customers.customers.customers.


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E - MARKETING

Public RelationPublic RelationPublic RelationPublic Relation

Sales promotion.Sales promotion.Sales promotion.Sales promotion.

Brochureware.Brochureware.Brochureware.Brochureware.

Direct selling.Direct selling.Direct selling.Direct selling.

Customer relationship marketing.Customer relationship marketing.Customer relationship marketing.Customer relationship marketing.

Market research.Market research.Market research.Market research.

Managing supplier relationships.Managing supplier relationships.Managing supplier relationships.Managing supplier relationships.


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E - MARKETING


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E - MARKETING


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ADVANTAGES OF E - MARKETING

Selling goods and services online.Selling goods and services online.Selling goods and services online.Selling goods and services online.

Additional customer service.Additional customer service.Additional customer service.Additional customer service.

Saving overhead costs.Saving overhead costs.Saving overhead costs.Saving overhead costs.

Exciting and sizzling means of visual impact.Exciting and sizzling means of visual impact.Exciting and sizzling means of visual impact.Exciting and sizzling means of visual impact.

Every hit could gain a potential customer.Every hit could gain a potential customer.Every hit could gain a potential customer.Every hit could gain a potential customer.

Print and mailing costs are lower.Print and mailing costs are lower.Print and mailing costs are lower.Print and mailing costs are lower.

Reduction in order processing and handlingReduction in order processing and handlingReduction in order processing and handlingReduction in order processing and handling

costs.costs.costs.costs.


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ADVANTAGES OF E - MARKETING

Enhanced after sales service.Enhanced after sales service.Enhanced after sales service.Enhanced after sales service.

Distribution of digital products via the web.Distribution of digital products via the web.Distribution of digital products via the web.Distribution of digital products via the web.

Get closer to the customer.Get closer to the customer.Get closer to the customer.Get closer to the customer.

SACCESSFUL E MARKET STORY


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SACCESSFUL E - MARKET STORY

Mark ZuckerbergMark ZuckerbergMark ZuckerbergMark Zuckerberg


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Martekting Strategy