• Save
Week 05 - Marketing and Project Management
Upcoming SlideShare
Loading in...5
×
 

Week 05 - Marketing and Project Management

on

  • 347 views

 

Statistics

Views

Total Views
347
Views on SlideShare
347
Embed Views
0

Actions

Likes
1
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • This topic examines the following concepts: What is Marketing? Evolution of Marketing Implementing Marketing Market Classification Developing Marketing Strategies Marketing Research Selling the Project
  • This topic examines the following concepts: What is Marketing? Evolution of Marketing Implementing Marketing Market Classification Developing Marketing Strategies Marketing Research Selling the Project
  • What is Marketing? Def : Marketing is a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives Market process involves eight major functions and numerous activities (See Table 11.1)
  • What is Marketing? Def : Marketing is a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives Market process involves eight major functions and numerous activities (See Table 11.1)
  • Evolution of Marketing Production Orientation (industrial revolution-) emphasis placed on increased output and production efficiency Manufacturers could plan on selling nearly everything produced Marketing limited to taking orders and distributing finished goods (1920’s) production began to catch demand (1950’s) business people realized that enormous advertising and proven sales techniques were not enough (1950’s) … adopted a customer orientation. Organization’s determined what customer need and then developed goods and service that filled those needs Computer industry slow to catch on, eg. Software and hardware compatibility
  • Evolution of Marketing Production Orientation (industrial revolution-) emphasis placed on increased output and production efficiency Manufacturers could plan on selling nearly everything produced Marketing limited to taking orders and distributing finished goods (1920’s) production began to catch demand (1950’s) business people realized that enormous advertising and proven sales techniques were not enough (1950’s) … adopted a customer orientation. Organization’s determined what customer need and then developed goods and service that filled those needs Computer industry slow to catch on, eg. Software and hardware compatibility
  • This topic examines the following concepts: What is Marketing? Evolution of Marketing Implementing Marketing Market Classification Developing Marketing Strategies Marketing Research Selling the Project
  • What is the Marketing Concept? Def : the business philosophy that involved the entire organization in the process of satisfying customers’ needs while achieving the organization’s goals Adopted by many most successful business firms: Apple Ford
  • What is the Marketing Concept? Def : the business philosophy that involved the entire organization in the process of satisfying customers’ needs while achieving the organization’s goals Adopted by many most successful business firms: Apple Ford
  • To implement the marketing concept: Obtain information about customers and potential customers Determine what customers needs are Determine how well those needs are being satisfied by current products on the market – both its own and competitors Ascertain how its products might be improved Ascertain what customers think of the firm and its marketing efforts Use previous to pinpoint specific needs of potential customers to direct its marketing activities and resources Mobilize marketing resources to: provide a product that will satisfy customers price it at a level that is acceptable to buyers and that will yield a profit promote the product so that potential customers will be aware of its existence and it ability to satisfy their needs distribute product so that it is available to customers where and when needed
  • Organizations need to reflect on implementation of marketing concept Once again obtain marketing information Ask questions: Can the product be improved? Is it being promoted properly? Is it being distributed efficiently? Is the price too high? Make modifications on basis of this feedback
  • This topic examines the following concepts: What is Marketing? Evolution of Marketing Implementing Marketing Market Classification Developing Marketing Strategies Marketing Research Selling the Project
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • What is a Market? Def : group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products Markets are classified as: Consumer: purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Industrial: purchases products for use in day-to-day operations or in making other products for profit: producer: consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products government: all levels, purchase goods and services to maintain operations and to provide citizens with products such as; roads, education, water, defense institutional: include churches, civic clubs, charitable groups. Not driven by profit, ROI Reseller: consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. For the IT organization, marketing entails knowing primary internal markets; enterprise executives, operation and line managers, work-area managers, and production end users investigating Need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group For example: marketing to enterprise executives should focus on governance issues (e.g., decision making, funding, metrics, and architecture) marketing to business managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
  • This topic examines the following concepts: What is Marketing? Evolution of Marketing Implementing Marketing Market Classification Developing Marketing Strategies Marketing Research Selling the Project
  • Total Market Approach: When a company designs a single marketing mix and directs it at the entire market for a particular product, it is using a total market approach. This approach assumes that individual customers in the target market for a specific kind of product have a similar needs, and therefore the organization can satisfy most customers with a single marketing mix. Market Segmentation Approach: A firm that is marketing 40-foot yachts would not direct its marketing effort toward every person in the total boat market. Some might want kayak or a canoe. Others might want a speed boat. Instead the firm would direct its attention toward a particular portion, or segment, of the total market for boats.
  • This topic examines the following concepts: What is Marketing? Evolution of Marketing Implementing Marketing Market Classification Developing Marketing Strategies Marketing Research Selling the Project
  • This topic examines the following concepts: What is Marketing? Evolution of Marketing Implementing Marketing Market Classification Developing Marketing Strategies Marketing Research Selling the Project
  • Selling Process Selling is an asking process People who are most successful in selling systems development project or consultancy assignments ask lots of questions Example: customer’s situation customer’s problems implications of problems payoff or benefit from meeting the needs Prepare proposal for potential buyer. Assess proposal, should include: terms of reference technical details of the solution outlines advantages aimed at all readers/buyers clear diagrams cross-references and navigational aids summarized statement of costs executive summary
  • Selling Process Selling is an asking process People who are most successful in selling systems development project or consultancy assignments ask lots of questions Example: customer’s situation customer’s problems implications of problems payoff or benefit from meeting the needs Prepare proposal for potential buyer. Assess proposal, should include: terms of reference technical details of the solution outlines advantages aimed at all readers/buyers clear diagrams cross-references and navigational aids summarized statement of costs executive summary
  • Selling Process Selling is an asking process People who are most successful in selling systems development project or consultancy assignments ask lots of questions Example: customer’s situation customer’s problems implications of problems payoff or benefit from meeting the needs Prepare proposal for potential buyer. Assess proposal, should include: terms of reference technical details of the solution outlines advantages aimed at all readers/buyers clear diagrams cross-references and navigational aids summarized statement of costs executive summary
  • Selling Process Selling is an asking process People who are most successful in selling systems development project or consultancy assignments ask lots of questions Example: customer’s situation customer’s problems implications of problems payoff or benefit from meeting the needs Prepare proposal for potential buyer. Assess proposal, should include: terms of reference technical details of the solution outlines advantages aimed at all readers/buyers clear diagrams cross-references and navigational aids summarized statement of costs executive summary
  • Apple, Microsoft Internet Explorer, Ne Traverse, Wipro
  • Apple, Microsoft Internet Explorer, Ne Traverse, Wipro
  • Apple, Microsoft Internet Explorer, Ne Traverse, Wipro
  • Apple, Microsoft Internet Explorer, Ne Traverse, Wipro
  • Apple, Microsoft Internet Explorer, Ne Traverse, Wipro

Week 05 - Marketing and Project Management Week 05 - Marketing and Project Management Presentation Transcript

  • Project Management 4. Marketing and Project Management
  • week 5
  • Anthony F. Tardugno; Thomas R. DiPasquale; Robert E. Matthews (2000) IT Services: Costs, Metrics, Benchmarking, and Marketingby Prentice Hall, ISBN-10: 0-13-019195-7Print ISBN-13: 978-0-13-019195-3, Chapter 5 James Cadle and Donald Yeates (2004) Project Management for Information Systems , Pearson Education, ISBN 0 273 68580 5, Chapter 17
    • Why is marketing important?
    • What is Marketing?
    • Evolution of Marketing
    • Implementing Marketing
    • Market Classification
    • Developing Marketing Strategies
    • Marketing Research
    • Selling the Project
    • What is Marketing?
  • What is Marketing?
    • Marketing is a process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives
  • What is Marketing? Plan & Execute Exchange Satisfaction Conception Pricing Promotion Distribution People & Organisations Goods and Services
  • 8
  • Selling Buying Exchange
  • Distribution Transport Storage Selling Buying
  • Selling Buying Transport Storage Facilitating functions Finance Risk Taking Standardize Gather Market Info
  • Selling Buying Transport Storage Finance Gather Market Info 8 Standardize Risk Taking
  •  
  • The marketing mix Price Promotion Product Place
  • The marketing mix Price Promotion Product Place People Process Physicals
  • The marketing mix Price Promotion Product Place People Process Physicals Personalization Peer to Peer Participation Predictive models
    • 2. Evolution of Marketing
  • 19C WW1 20’s 30’s WW2 50’s 60’s 70’s 80’s 90’s Now Advertising industry develops Customer orientation What Next? Industrial Revolution Demand outpaced supply Production exceeds supply Marketing Mix (4 Ps)
  • Figure 11.2 Evolution of the customer orientation (Pride, Hughes & Kapoor, 1998, p321) 20’s 30’s 50’s 60’s 19C Now
  • Permission marketing Now
    • The Marketing Concept
    • is a
    • business philosophy
    • that involves the
    • entire organization
    • in the
    • process of satisfying
    • customers needs
    • while achieving organizational goals
  • The American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” www.marketingpower.com
    • 3. Implementing Marketing
  • http://www.altadvertising.com/pdf%20files/salesvmarketing.pdf Is Your Business "Sales" or "Marketing" Driven? By Les Altenberg
  •  
  • Understand potential and existing customers Identify their wants and needs Look at the market – are their needs being met? Can you deliver the goods? Can you do it well, fast or cheap? How do customers feel about your brand image? Look at specific customer stories Mobilize your resources Build and sell your product
  •  
    • Organizations need to reflect on implementation of marketing concept
      • Ask questions:
        • Can the product be improved?
        • Is it being promoted properly?
        • Is it being distributed efficiently?
        • Is the price too high?
      • Make modifications on basis of this feedback
    • 4. Market Classification
    • A group of individuals, organizations, or both that have needs for products in a given category and the ability, willingness, and authority to purchase such products
    What is a Market?
  • There are different types of markets Consumer Reseller Industrial Producer Government Institutional
  • Consumer Purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Consumer Reseller Industrial Producer Government Institutional
  • Industrial Purchases products for use in day-to-day operations or in making other products for profit. Producers consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products Governments at all levels, purchase goods and services to maintain operations and to provide citizens with products such as roads, education, water, defense And institutional organizations include churches, civic clubs, charitable groups. Not driven by profit, ROI Consumer Reseller Industrial Producer Government Institutional
  • Resellers consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. Consumer Reseller Industrial Producer Government Institutional
    • For the IT organization marketing entails knowing primary internal markets
    • enterprise executives
    • operation and line managers
    • work-area managers
    • Production/end users
    • You need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group
  • For example
    • Marketing to enterprise executives should focus on governance issues
    • (e.g., decision making, funding, metrics, and architecture)
    • Marketing to managers should focus on the changes and possibilities caused by IT's impact on business and the business's impact on IT
    • 5. Developing Marketing Strategies
    • A Marketing Strategy is a plan that will enable an organization to make the best use of its resources
    • Marketing Strategies consist of
    • selection and analysis of target market
    • &
    • creation and maintenance of an appropriate marketing mix.
    • A target market is a group of persons for whom a firm develops and maintains a marketing mix suitable for their specific needs and preferences
    • How to select a Target Market
    • Examine potential markets for effects on sales, costs and profits
    • Determine if you have sufficient resources to produce marketing mix
    • Ensure fit with the organization’s overall objectives
    • Analyze strength and number of competitor already selling
    • Take either total market approach or market segmentation approach
  • Figure 11.3 General approaches for selecting target markets (Pride, Hughes & Kapoor, 1998, p324)
    • Creating a Marketing Mix
      • Common to use a wide variety of segmentation bases (see Table 11.2)
      • Organizations control important elements of marketing which must combine in a way to reach the target market (marketing mix)
      • Organizations can vary elements of the marketing mix
        • product; design, brand name, packaging …
        • price; base price, discounts
        • distribution; storage, transportation
        • promotion; information
  • (Pride, Hughes & Kapoor, 1998, p325)
  • Figure 11.4 The marketing mix and the marketing environment (Pride, Hughes & Kapoor, 1998, p327)
    • 6. Marketing Research
    • Marketing Research is the process of systematically gathering, recording and analyzing data concerning a particular marketing problem
    • Conducting marketing research:
      • define the problem
      • make a preliminary investigation
      • plan the research
      • gather factual information
      • interpret the information
      • reach a conclusion
  • Figure 11.5 Marketing information system (Pride, Hughes & Kapoor, 1998, p331)
    • Marketing Trends – Effect on IT Industry?
      • Growth in prime spending group
      • Decline in teenage population
      • Increase in the number of senior citizens
      • Better educated population, with greater purchasing power
      • Greater number of women working
      • Shorter workweek; more leisure time
    • 7. Selling the Project
    • Buying and Buyers
    • Research shows buyers go through identified stages when they buy
  • Figure 17.1 The buying cycle (Cadle & Yates, 2005, p280)
    • Systems development projects have buying committees and don’t often follow the stages
    • Committee buying influences:
      • economic decision maker; authority to spend
      • technical experts; evaluate merit of solution
      • end-users; indirect effect on purchase, concerned about affect on them
      • champion or coach; assist in preparing solution
  • Selling is an asking process
      • People who are most successful in selling systems development project or consultancy assignments ask lots of questions
      • Example:
        • customer’s situation
        • customer’s problems
        • implications of problems
        • payoff or benefit from meeting the needs
    • Prepare proposal for a potential buyer.
    • When assessing proposals you should include:
    • terms of reference
    • technical details of the solution
    • outlines advantages
    • aimed at all readers/buyers
    • clear diagrams
    • cross-references and navigational aids
    • summarized statement of costs
    • executive summary
  • Who is the Target Market?
  •  
  •  
  •  
  •  
  • Review
    • Marketing approaches have developed from a product-orientation to a customer-orientation – IT industry slow to catch on .
    • Markets are groups that have needs for products and can be classified as; consumer, industrial, and reseller.
    • Marketing strategy is a plan to make the best use of resources, and consists of the target market, and marketing mix.
    • Marketing research can provide valuable information such as; education, retirement age, birth rates etc… to project managers.
    • Buyers progress through stages when they buy, these include; need, options, concerns, implementation and change. Large IT projects have buying committees.
    • Selling is a process of asking, and includes creation of proposal for buyer includes; terms, details, advantages, diagrams etc…
  • Next Week References Pride, W., Hughes, R. & Kapoor, J. Business (2nd ed.). Boston, MA.: Houghton Mifflin. Gray & Larson, 2006, Ch 10. Reading: Project Leadership. Topic:
  • http://flickr.com/photos/spine/272900992/ http://wendy.kinesisinc.com/ http://flickr.com/photos/7-how-7/95677126/ http://flickr.com/photos/missrogue/115899126/in/photostream/ http://flickr.com/photos/liveu4/134980839/ http://flickr.com/photos/liveu4/133041494/in/photostream/ http://flickr.com/photos/roadsidepictures/225771856/ http://flickr.com/photos/furnari/126438084/ http://flickr.com/photos/untitlism/2609684221/ http://flickr.com/photos/jek-a-go-go/1235462170/ http://flickr.com/photos/26158685@N04/2767676288/ http://flickr.com/photos/edyson/516871444/ http://flickr.com/photos/dunechaser/160405659/ http://flickr.com/photos/peterkaminski/860512054/ http://flickr.com/photos/mateus27_24-25/2224073271/ http://flickr.com/photos/storeyland/343438012/ http://flickr.com/photos/mattandbecky/28052539/ http://flickr.com/photos/calavera/65098350/
  • BetterProjects.net
    • Title page pic care of rick & CC @ Flickr
    • http://flickr.com/photos/spine/272900992/