Marketing For Rookies

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Explanation of Marketing for non-marketing people. Marketing fundamentals for sales men. Understanding what Marketing department do all day long.

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Marketing For Rookies

  1. 1. CONSUTLGEAR.COM
  2. 2. CONSUTLGEAR.COM
  3. 3. CONSUTLGEAR.COM
  4. 4. Maslow pyramid Morality, Self-Actualization creativity, prejudice Self-esteem, confidence, Esteem achievements, respect Friendship, family, Love, belonging sexual intimacy Security of: body, employment, Safety resources, morality, the family, health, property Physiological needs Breathing, Food, Sexual activity CONSUTLGEAR.COM
  5. 5. Focus on Profit driver Period Production Production methods till 1950’s Product Product quality till 1960’s Sales Sales methods till 1970’s Marketing Customers needs and wishes from 1950’s Marketing 2.0 Needs and necessities creation XXI century Focus on Profit driver Period Contact Building and keeping good from 1960’s management relationships with customers Industrial Building and keeping good from 1980’s marketing relationships between companies Social Benefit to society from 1990’s marketing CONSUTLGEAR.COM
  6. 6. SIVA Method 4 “Р” of Marketing Solution Product Information Promotion Value Price Access Placement People Process Physical Evidence CONSUTLGEAR.COM
  7. 7. Product Analyses PR Advertising Management Development Market Internal Strategies Tests Trends External Awareness Evaluations Market niches Interviews Channels Management Positioning Events Targets, efficiency Promotions Competition News ATL, BTL, Guerilla Life cycle Prices Image Internet CONSUTLGEAR.COM
  8. 8. SWOT analysis Competitor My Company Strengths Weaknesses Strengths Weaknesses Opportunities Treats Opportunities Treats Advantages, Focus, Market niche CONSUTLGEAR.COM
  9. 9. Segmentation Geographical country, region, city, town, etc. Psychographic personality traits or character traits which influence consumer behavior Demographic age, gender, socio-economic class, etc. Behavioral brand loyalty, usage rate, etc. CONSUTLGEAR.COM
  10. 10. Segmentation – an example Segment/ Market size, Park Zoo Theatre Cinema Disco Cafe needs K customers Rural areas No No No High No Low 1 000 Resorts, No Low Low High Average Average 70 small towns Average towns Average Average Average High High Average 20 1M+ towns High High High High High High 7 CONSUTLGEAR.COM
  11. 11. Segmentation – another (real) example Segment/ Market, Internet Phone VPN Optic Back-up SMS needs: K customers Tele workers High No No High No No 400 Home internet users No No No High No High 1 000 Public Places No No Low High No High 1 Hosting companies, Low High High High Low No 0,05 Data Centers Computer resellers High High High High High No N/A Financial companies High High High High High Low 0,05 Big companies with High High High High High Average 5 branches Government High High High High High High 1 CONSUTLGEAR.COM
  12. 12. Target DAMP acronym Discernable How a segment can be differentiated from other segments. Accessible How a segment can be accessed via Marketing Communications produced by a company. Measurable Can the segment be quantified and its size determined? Profitable Can a sufficient return on investment be attained from a segment's servicing? Differentiation Undifferentiated Where a company produces a like product for all of a market segment. Differentiated In which a firm produced slight modifications of a product within a segment. Niche In which an organization forges a product to satisfy a specialized target market. CONSUTLGEAR.COM
  13. 13. Product Matrix Big Home users SOHO SMB Govern Corporate TV SMS 3G Data GSM Fiber Optic DSL Back-up Security Video Surveillance Real Time recoding CONSUTLGEAR.COM
  14. 14.  Cost  Average Revenue Per User (ARPU)  Margin – Net, Gross  Efficiency  Churn, Customer Relation Management  Value Added Services (VAS)  Earn Before Interest and Taxes (EBIT)  Earn Before Interest , Taxes, Depreciation and Amortization (EBITDA) CONSUTLGEAR.COM

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