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التسويق الاستراتيجى

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التسويق الاستراتيجى

  1. 7. <ul><li>Customer : person that buys your product </li></ul><ul><li>Consumer : person that uses your product </li></ul>
  2. 11. Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions
  3. 12. Setting Objectives Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product.
  4. 17. Communication Effects Advertising Program Evaluation Sales Effects
  5. 26. Time Performance 3: Compete with convenience 2: Compete with improvements in trust 1: Compete by offering better functionality 4: Compete on a price basis Least demand Main stream Most demand
  6. 27. Costs Benefits 1-7
  7. 31. <ul><li>Question Marks </li></ul><ul><li>High growth, low share </li></ul><ul><li>Requires cash to hold </li></ul><ul><li>market share </li></ul><ul><li>Stars </li></ul><ul><li>High growth & share </li></ul><ul><li>Profit potential </li></ul><ul><li>May need heavy </li></ul><ul><li>investment to grow </li></ul><ul><li>Cash Cows </li></ul><ul><li>Low growth, high share </li></ul><ul><li>Established, successful </li></ul><ul><li>Produces cash </li></ul><ul><li>Dogs </li></ul><ul><li>Low growth & share </li></ul><ul><li>Low profit potential </li></ul>Market Growth Rate Low High ?
  8. 33. Important to every consumer! Important to every consumer! Important to your job!
  9. 38. <ul><li>Age: </li></ul><ul><ul><li>< 5 </li></ul></ul><ul><ul><li>5 to 15 </li></ul></ul><ul><ul><li>16 to 29 </li></ul></ul><ul><ul><li>29 to 44 </li></ul></ul><ul><ul><li>45 to 64 </li></ul></ul><ul><ul><li>65 and over </li></ul></ul><ul><li>Gender </li></ul><ul><li>Race </li></ul><ul><li>Family Income </li></ul><ul><li>Geography </li></ul><ul><li>Residence Location </li></ul><ul><ul><li>Urban </li></ul></ul><ul><ul><li>Suburban </li></ul></ul><ul><li>DNA characteristics </li></ul><ul><li>Diagnostic tests </li></ul><ul><li>Disease </li></ul><ul><ul><li>Targets </li></ul></ul><ul><ul><li>States </li></ul></ul><ul><ul><li>“ Career” </li></ul></ul><ul><li>Psychological states </li></ul><ul><ul><li>Pain </li></ul></ul><ul><ul><li>Discomfort </li></ul></ul><ul><ul><li>Social </li></ul></ul>
  10. 41. Slide 2-40
  11. 60. Strength Weaknes s Opportunity Threat Where are we going?
  12. 61. Strengths Weaknesses Opportunities Threats
  13. 65. Strategic Long-term Directional Single use Tactical Short-term Specific Standing FREQUENCY BREADTH TIME FRAME SPECIFICITY OF USE
  14. 75. 1 2 3 4
  15. 79. <ul><li>Date: Tuesday __/__/__ </li></ul><ul><li>1.________________________________ </li></ul><ul><li> Priority </li></ul><ul><li>□ High □Medium □Low </li></ul><ul><li>2.________________________________ </li></ul><ul><li> Priority </li></ul><ul><li>□ High □Medium □Low </li></ul><ul><li>3.________________________________ </li></ul><ul><li> Priority </li></ul><ul><li>□ High □Medium □Low </li></ul><ul><li>4.________________________________ </li></ul><ul><li> Priority </li></ul><ul><li>□ High □Medium □Low </li></ul>
  16. 80. Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00
  17. 81. Date Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 st 2 nd 3 rd 4 th 5 th 6 th 7 th 8 th 9 th 10 th Finals

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