Marketing

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Marketing

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Marketing

  1. 1. Marketing
  2. 2. Marketing
  3. 3. Asset-Led
  4. 4. Asset-Led <ul><li>An asset-led business aims to use the core-competence of a business in developing new products and services </li></ul><ul><li>Those assets may be human, physical or intangible assets </li></ul>
  5. 5. Strengths of the Business <ul><li>Physical Assets </li></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Manufacturing base </li></ul></ul><ul><ul><li>Global reach </li></ul></ul><ul><li>Intangible Assets </li></ul><ul><ul><li>Brand name </li></ul></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Personnel </li></ul></ul><ul><li>Core Competence – what the business sees itself as being ‘good at’ </li></ul>
  6. 6. Market-Led
  7. 7. Market-Led <ul><li>A market–led business has its focus purely on the needs of the customer </li></ul><ul><li>The business is highly responsive to the needs of consumers – it has a focus on market research as a means of identifying those needs </li></ul>
  8. 8. Market-Led <ul><li>Basic principles: </li></ul><ul><ul><li>The customer is king! </li></ul></ul><ul><ul><li>Customer service is paramount </li></ul></ul><ul><ul><li>Needs of consumers uppermost in new product development </li></ul></ul><ul><ul><li>Customer servility – being a ‘slave’ to the customer </li></ul></ul><ul><ul><li>Do not contemplate the cost of doing something to meet customer needs, contemplate the cost of not doing it! </li></ul></ul>
  9. 9. Building Relationships <ul><li>Importance of building relationships to meet customers’ needs and expectations </li></ul><ul><li>Suppliers – good relationship with suppliers means that goods are available when the consumer needs them and that the business is able to respond flexibly to change </li></ul><ul><li>Customers – knowing who your customers are, what their needs are and how the market is changing </li></ul>

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