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International Industrial Marketing course AI212V. Day 3

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International Industrial Marketing lecture in NTUU KPI by Carl-Axel Engdahl. Course AI212V.

International Industrial Marketing lecture in NTUU KPI by Carl-Axel Engdahl. Course AI212V.

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  • 1. Wellcome to Course AI212V Industrial Marketing Click to edit Master subtitle style Day 3 7.10.09
  • 2. Management of 4 p:s • Kotler chapters 5, 12 – 19 • CRM marketing as input form management decisions. 7.10.09
  • 3. 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
  • 4. 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
  • 5. Product differentiation • FORM, size, shape, color, … • FEATURES, extra functions, multi usages, … • CUSTOMAIZON • PERFORMANCE QUALITY 7.10.09
  • 6. SERVICE DIFFERENTATION • Ordering • Delivery • Installation • Customer training • Consulting • (Finance) • Maintenance and repair Return /Test usage •7.10.09
  • 7. Product portfolio • Need family • Product family • Product class • Product line • Product type • Item • Specialized items or everything for the customer selected? 7.10.09
  • 8. Branding • Brand and company name the same • Single brand different from company's name • Multiple brands 7.10.09
  • 9. Packaging • No package • Consumer package • Industrial package • Protection, information/sales, use of 7.10.09
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Economy of price and production cost • Cost calculation • Breakeven analysis • Budget and market response • Discounts ? • Price adjustments + or – Trolles matrix •7.10.09
  • 14. 7.10.09
  • 15. 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
  • 16. 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
  • 17. Cost per transaction Sales force Partner Distributors Retailstores Telemarketing Inter net 7.10.09
  • 18. Cost of transaction • Selling cost Representative Manufactures Level of sales 7.10.09
  • 19. Brick and click • Pure click • Combinations 7.10.09
  • 20. 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
  • 21. 7.10.09
  • 22. Communication model AIDA s SENDER SENDER Coding Message Media Decoding RECIVER Noise Feedback 7.10.09
  • 23. Communication budget • Affordable • % of sales • As competitor • Objective 7.10.09
  • 24. Marketing mix and measurement • Marketing mix and coordinantion • Allocation of sales budget • Measurement • Part of marketing research 7.10.09
  • 25. Chapter 18 Managing mass communication • Timing • Selection of media • Response to competitor • Noise level • Product live cycle and argument in communication 7.10.09
  • 26. 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