Wellcome to Course AI212V
Industrial Marketing
Click to edit Master subtitle style
Day 3
7.10.09

Management of 4 p:s
• Kotler chapters 5, 12 – 19
• CRM marketing as input form management
decisions.
7.10.09

Chapter 12
Product strategy
• Product is a key in the market offering.
• Market leaders generally offer products ans
services of superior quality that provide
unsurpassed customer value.
• Core product
• Basic product
• Expected product
7.10.09

Product classification
DURABILITY CONSUMER INDUSTRIAL
Nondurable Convenience Rawmaterial, supplies
Shopping Parts, components
Durable Specialty Capital items
Unsought Plants, large machinery
Services Services Business services
7.10.09

Product differentiation
• FORM, size, shape, color, …
• FEATURES, extra functions, multi usages, …
• CUSTOMAIZON
• PERFORMANCE QUALITY
7.10.09

SERVICE DIFFERENTATION
• Ordering
• Delivery
• Installation
• Customer training
• Consulting
• (Finance)
• Maintenance and repair
Return /Test usage
•7.10.09

Product portfolio
• Need family
• Product family
• Product class
• Product line
• Product type
• Item
• Specialized items or everything for the
customer selected?
7.10.09

Branding
• Brand and company name the same
• Single brand different from company's name
• Multiple brands
7.10.09

Packaging
• No package
• Consumer package
• Industrial package
• Protection, information/sales, use of
7.10.09

Guarantees
• Supply service instead of product 24h-365d
• Rent of equipment during repair
• Spare parts within 48, 24 or 12 h?
• Repair, within …
• See General Electric 700.000 response
cards/year
7.10.09

Management of service
• 1. Listening
• 2. Reliability
• 3. Basic service
• 4 Service design
• 5 Recovery
• 6 Surprising customers
• 7 Fair play
8 Teamwork
•7.10.09

Chapter 14
Pricing strategies
• Both competitive tool and income
• Don’t let sales person set price
• Pricing strategies
• Skimming price
• Penetrating price
• Extras – free or as the important TB
generator?
7.10.09

Economy of price and production
cost
• Cost calculation
• Breakeven analysis
• Budget and market response
• Discounts ?
• Price adjustments + or –
Trolles matrix
•7.10.09

7.10.09

Trolles formula
• Change in volume without change in
contribution (TB) = NEW Volume
• Present volume = 100
• Present TB in % 10 20 30 40
• Price change 20 33 50 60 66,6
• in % of cost
• 10 50 66,6 75 80
7.10.09

Chapter 15
Designing and managing integrated
•Single orMarketing Channels
multi layer channels
• Multi brands or same brand in channels
• Function/role of channels
– transport in time and room, finance, risk,
communication.
• Functions allocated to channels – Hybrid ch.
7.10.09
• Customer desire

Cost per transaction
Sales
force
Partner
Distributors
Retailstores
Telemarketing
Inter
net
7.10.09

Cost of transaction
• Selling cost
Representative
Manufactures
Level of sales
7.10.09

Brick and click
• Pure click
• Combinations
7.10.09

Promotion Chapter 17
Marketing communication
• Communication two way – but one way most
…
• Steps
1 Advertising
2 SP, Sales Promotion
3 Events, experiences
4 PR, Public Relations
5 Direct marketing
7.10.09

7.10.09

Communication model
AIDA s
SENDER
SENDER Coding Message
Media Decoding RECIVER
Noise
Feedback
7.10.09

Communication budget
• Affordable
• % of sales
• As competitor
• Objective
7.10.09

Marketing mix and measurement
• Marketing mix and coordinantion
• Allocation of sales budget
• Measurement
• Part of marketing research
7.10.09

Chapter 18
Managing mass communication
• Timing
• Selection of media
• Response to competitor
• Noise level
• Product live cycle and argument in
communication
7.10.09

Chapter 19
Direct sales - Personal selling
• Mail order – internet
• Catalog
• Telemarketing – mobile marketing
• Sales force – in retail shops,
in the street,
knocking on the doors etc.
Industrial sales force
7.10.09