Marketing Management

Slide 1: Think Marketing ! Produced by www.studyMarketing.org 1 www.studyMarketing.org

Slide 2: Contents 1. Marketing Mix and Key Marketing Activities 2. Developing Market Segmentation 3. Product Planning and Development 4. Promotion Mix : Advertising, Publicity, Personal Selling and Sales Promotion 5. Distribution Planning and Pricing Strategy If you find this presentation useful, please consider telling others about our site (www.studyMarketing.org) 2 www.studyMarketing.org

Slide 3: You can download this presentation at: www.studyMarketing.org Please visit www.studyMarketing.org for more presentations on strategy, marketing, branding, and innovation 3 www.studyMarketing.org

Slide 4: Marketing Mix and Market Segmentation 4 www.studyMarketing.org

Slide 5: Marketing Credo There is only one valid definition of business purpose : to create a customer Peter Drucker 5 www.studyMarketing.org

Slide 6: Marketing Mix Product Price Target Market Place Promotion 6 www.studyMarketing.org

Slide 7: Key Marketing Activities Consumer Analysis Distribution Product Planning Planning Promotion Price Planning Planning 7 www.studyMarketing.org

Slide 8: Key Marketing Activities Examination and evaluation of consumer Consumer Analysis characteristics, needs, and purchase processes Development and maintenance of products, product assortments, product positions, Product Planning brands, packaging, options, and deletion of old products Outlines price ranges and levels, pricing Price Planning techniques purchase terms, price adjustments, and the use of price as an active or passive factor 8 www.studyMarketing.org

Slide 9: Key Marketing Activities Establishment of channel relations, physical Distribution distribution, inventory management, Planning warehousing, transportation, allocation of goods, and wholesaling Combination of advertising, publicity, Promotion personal selling, and sales promotion to Planning drive sales revenue 9 www.studyMarketing.org

Slide 10: Product/Market Matrix Existing Products New Products Market Product Existing Markets Penetration Development Market Diversification New Markets Development 10 www.studyMarketing.org

Slide 11: Product/Market Matrix • The firm seeks to achieve growth with Market existing products in their current market Penetration segments, aiming to increase its market share • Effective when the market is growing or not yet saturated • The firm seeks growth by targeting its Market existing products to new market segments Development • Effective when a local or regional business looks to wider its market, new market segments are emerging due to changes in consumer life-style/demographics, and innovative uses are discovered for a mature product 11 www.studyMarketing.org

Slide 12: Product/Market Matrix • The firms develops new products Product targeted to its existing market segments Development • Effective when the firm has a core of strong brands • The firm seeks growth by targeting its Diversification existing products to new market segments • Diversification is utilized so that the firm does not become overly depend- ent on one product line 12 www.studyMarketing.org

Slide 13: Market Segmentation The division of a market into Market different homogeneous groups of Segment consumers Should be: • mea