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Vladimir Marinković- Marketing


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Vladimir Marinković- Marketing

  1. 1. I Marketing-how to win on market
  2. 2. I DAY <ul><ul><ul><li>Role of marketing in modern business </li></ul></ul></ul><ul><ul><ul><li>Marketing concept </li></ul></ul></ul><ul><ul><ul><li>Basic elements: </li></ul></ul></ul><ul><ul><ul><li>Consumer orientation </li></ul></ul></ul><ul><ul><ul><li>Integrated efforts </li></ul></ul></ul><ul><ul><ul><li>Objectives realization </li></ul></ul></ul>
  3. 3. <ul><ul><ul><ul><ul><li>Marketing with different aspects </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Matrix 4 C </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Include: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Consumer needs </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Cost to the consumers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Convenience </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Communications </li></ul></ul></ul></ul></ul>
  4. 4. <ul><li>Marketing vs sales orientation </li></ul><ul><li>Marketing orientation </li></ul><ul><li>Customer orientation </li></ul><ul><li>Competitive orientation </li></ul><ul><li>Interfunctional coordination </li></ul>
  5. 5. <ul><ul><ul><li>Marketing efectiveness </li></ul></ul></ul><ul><ul><ul><li>Marketing evolution phases: </li></ul></ul></ul><ul><ul><ul><li>Marketing as sale </li></ul></ul></ul><ul><ul><ul><li>Marketing as market research </li></ul></ul></ul><ul><ul><ul><li>Marketing as philosophy </li></ul></ul></ul><ul><ul><ul><li>Marketing as “window to world” </li></ul></ul></ul>
  6. 6. <ul><ul><ul><li>Dimension of marketing oriented management </li></ul></ul></ul><ul><ul><ul><li>5 key dimensions: </li></ul></ul></ul><ul><ul><ul><li>Shared values and convinience of clients </li></ul></ul></ul><ul><ul><ul><li>Fullfil client requirements </li></ul></ul></ul><ul><ul><ul><li>Create market oriented business strategy </li></ul></ul></ul><ul><ul><ul><li>To make complement organisational structure with business strategy </li></ul></ul></ul><ul><ul><ul><li>Implemented market strategy </li></ul></ul></ul>
  7. 7. Efectiveness and efficiency Company unefectivenss efectiveness unefficiency quickly left the business survave efficinecy Easy daying Fast growth
  8. 8. <ul><ul><ul><li>Development of efective marketing mix </li></ul></ul></ul><ul><ul><ul><li>Elements of marketing mix </li></ul></ul></ul><ul><ul><ul><li>Basic charakteristics of efective marketing mix </li></ul></ul></ul><ul><ul><ul><li>Critics of marketing mix concept </li></ul></ul></ul><ul><ul><ul><li>Marketing and business contribution </li></ul></ul></ul><ul><ul><ul><li>Actual changes in marketing </li></ul></ul></ul>
  9. 9. <ul><li>Marketing planing process </li></ul>T emporary market SWOT Merketing strate gy Marketing plan Objectives In future Implemen tation Evaluation control performan cies T emporary interenal abilities S trenghts and weakness E xternal anal isys Internal ana lisys Opportunities and threats
  10. 10. <ul><li>Exercise </li></ul><ul><li>Marketing plan realization </li></ul>
  11. 11. II DAY <ul><ul><ul><li>Customer behaviour </li></ul></ul></ul><ul><ul><ul><li>Individual customers </li></ul></ul></ul><ul><ul><ul><li>Organizational customers </li></ul></ul></ul><ul><ul><ul><li>Individual customers behaviour </li></ul></ul></ul><ul><ul><ul><li>Who is important in decision making process? </li></ul></ul></ul><ul><ul><ul><li>How customer buying? </li></ul></ul></ul>
  12. 12. <ul><ul><ul><li>Decision making process of customer </li></ul></ul></ul>
  13. 13. <ul><li>Influence on customer behaviour </li></ul><ul><li>Influence of baying situation </li></ul><ul><li>Influence of personal characteristics </li></ul><ul><li>Informations </li></ul><ul><li>Motivation </li></ul><ul><li>Opinions </li></ul><ul><li>Personal characteristics </li></ul><ul><li>Life style and life cyclus </li></ul>
  14. 14. <ul><li>Socio-cultural influence </li></ul><ul><li>Culture i subculture influence </li></ul><ul><li>Social groups influence </li></ul><ul><li>Group leader influence </li></ul>
  15. 15. <ul><ul><ul><ul><li>Organizational customer behaviour </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Market characteristics of organisational customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sorts of market situations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Who baying in organisation? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Baying process of organizational customers </li></ul></ul></ul></ul>
  16. 16. <ul><li>Organizational customer decision making process phases </li></ul>
  17. 17. <ul><li>Organizational customers choice criteria : </li></ul><ul><li>Quality </li></ul><ul><li>Prices </li></ul><ul><li>Supply continuty </li></ul><ul><li>Percieving risk </li></ul><ul><li>Sectors policies </li></ul><ul><li>Thre approaches of organizational customers behaviour: </li></ul><ul><li>Selective perceiving </li></ul><ul><li>Selective deformation </li></ul><ul><li>Selective maintenance </li></ul>
  18. 18. <ul><li>Market segmentation </li></ul><ul><li>● Market segmentation represents process of share of potential market on micro markets and one or more segments choice as target which on directing marketing activities </li></ul><ul><li>● Who are your customers ? What they want? What they expecting? How they live? What is customers needs/habits?... </li></ul><ul><li>Basic criteria of market segmentation: </li></ul><ul><li>● Geographical (urban....) </li></ul><ul><li>● Demographical (sex, level of qualifications, rewenues, etc...) </li></ul><ul><li>● Bihevioral (expected interests, loyalty, opinion about product, etc…) </li></ul><ul><li>● Psychographical (life style, values, personality, etc...) </li></ul>
  19. 19. <ul><li>Market segmentation benefits for clients: </li></ul><ul><li>● Marketing opportunities identification </li></ul><ul><li>● Ensuring efficiency engagement of marketing research elements toward target groups </li></ul><ul><li>● Market share on special segments on geographical, demographical, psychographical criteria in accordance with customers behaviour, customers habits, life style and social and financial status </li></ul><ul><li>● Estimation of size of each segments in accordance of mentioned criteria </li></ul><ul><li>● Adequate marketing strategy definition </li></ul><ul><li>● Strategy for each segment (cluster) </li></ul><ul><li>● Identifying of hide segments (clusters) </li></ul>
  20. 20. <ul><li>Segmentation is using in following cases: </li></ul><ul><li>Homogenity in segment </li></ul><ul><li>Heterogenity among segments </li></ul><ul><li>Own value for rentability realization </li></ul><ul><li>Operationality- opportunity for customers requirements identifying and making adequate marketing mix for customers satisfaction </li></ul>
  21. 21. <ul><li>Customer satisfaction research </li></ul><ul><li>● Customer satisfaction research is a key for keeping egzisting and attraction of new customers </li></ul><ul><li>● Functioning on the base of product/service quality, value added for customer, customer expectation, beyond loyalty satisfaction </li></ul><ul><li>● Why you must implementing customers satisfaction research? This research ensure to discover what is customers want what is satisfyied make them. On that way, beyond customer satisfaction, </li></ul><ul><li>We achieve a high level of market competitivenes because through the time we increase and fulfill customers satisfaction </li></ul>
  22. 22. <ul><li>Meaning and role Customer satisfaction index </li></ul><ul><li>● Example-NATIONAL QUALITY RESEARCH CENTER (NQRC), University of Michigan Business School-USA, (which maked and implement American Customer Satisfaction Index (ACSI)) using softver licenced by CFI Group Inc. </li></ul><ul><li>● Customer satisfaction index is established as unique and independence customers experinece mesaurment. As mighty economic indicator, SCSI following trends in customers satisfaction and ensure survey of value benchmarking in market conditions. </li></ul>
  23. 23. <ul><li>Statement have index-es and percentage approximation for compliance, retension and price tolerance for: </li></ul><ul><li>● Customers expectations , </li></ul><ul><li>● Quality perception , </li></ul><ul><li>● Added value perception , </li></ul><ul><li>● Customers satisfaction (CSI) , </li></ul><ul><li>● Customers compliance ( in p ercentage -n o as index), </li></ul><ul><li>● Customers loyalty </li></ul><ul><li>● Customers attraction ( in percentage -n o as index), and </li></ul><ul><li>“ Price tolerance”. ( in percentage -n o as index), </li></ul><ul><li>● In statement we can find common influence of mentioned variables and presenting of eventual changes in index points </li></ul><ul><li>● Re sults will give for industry branches leaders, industry branches on industry level </li></ul>
  24. 24. <ul><ul><ul><li>EXERCISE 1- SWOT analisys </li></ul></ul></ul><ul><ul><ul><li>EXERCISE 2-Market segmentation and market niche choice </li></ul></ul></ul><ul><ul><ul><li>EXERCISE 3-Business surounding analisys per groups </li></ul></ul></ul>
  25. 25. III DAY <ul><li>Market research role in company </li></ul><ul><li>Qualitative and quantitave market research methods </li></ul><ul><li>Data entrys </li></ul><ul><li>Data survey </li></ul><ul><li>Making tables and graphics </li></ul><ul><li>Study realization and presentation results of market research </li></ul><ul><li>Data analisys-support of decision making in company </li></ul>
  26. 26. <ul><ul><li>Market research methods </li></ul></ul><ul><ul><li>Qualitative research </li></ul></ul><ul><ul><li>Directing interview </li></ul></ul><ul><ul><li>Fo c us Gr oups </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><ul><li>Ps yhological researches </li></ul></ul><ul><ul><li>Quantitative researches </li></ul></ul><ul><ul><li>Research    - Field     </li></ul></ul><ul><ul><li>By Phone (CATI)    </li></ul></ul><ul><ul><li>Via post    - Via E- mail / web- </li></ul></ul><ul><ul><li>Omnibus - Panel </li></ul></ul>
  27. 27. <ul><li>Te chnics using in market research </li></ul><ul><li>Des c ripti ve analisys </li></ul><ul><li>Regresion anali sys </li></ul><ul><li>Dis c rimi nation anal isys </li></ul><ul><li>Clu ster anali sys </li></ul><ul><li>Fa c tor anali sys </li></ul><ul><li>Perception mapps </li></ul><ul><li>&quot;Conjoint&quot; anali sys </li></ul>
  28. 28. <ul><li>Service customers </li></ul><ul><li>Market potential </li></ul><ul><li>Measurement of primary and secondary demand potential </li></ul><ul><li>Market segmentation </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>Research and measurement of customers satisfaction </li></ul><ul><li>Index of customers satisfaction </li></ul><ul><li>Omnibus </li></ul>
  29. 29. <ul><li>Market and competition </li></ul><ul><li>Market scaner </li></ul><ul><li>Price research </li></ul><ul><li>Competition research </li></ul><ul><li>Benchmarking </li></ul>
  30. 30. <ul><ul><ul><li>Brand and services </li></ul></ul></ul><ul><ul><ul><li>Brand positioning </li></ul></ul></ul><ul><ul><ul><li>Perception mapps </li></ul></ul></ul><ul><ul><ul><li>Brand awareness </li></ul></ul></ul><ul><ul><ul><li>SWOT analisys </li></ul></ul></ul><ul><ul><ul><li>Promotion </li></ul></ul></ul><ul><ul><ul><li>AD testing </li></ul></ul></ul><ul><ul><ul><li>AD tracking </li></ul></ul></ul><ul><ul><ul><li>Marketing campaign efficiency </li></ul></ul></ul><ul><ul><ul><li>Mistery shopping </li></ul></ul></ul>
  31. 31. <ul><li>EXERCISE 1-Questionaire creation </li></ul><ul><li>EXERCISE 2-Market research presentation on real example </li></ul>
  32. 32. IV DAY <ul><li>Marketing MIX-elements and meaning </li></ul><ul><li>Pro duct </li></ul><ul><li>Price </li></ul><ul><li>Distribution </li></ul><ul><li>Promo tion </li></ul>
  33. 33. <ul><li>Product </li></ul><ul><li>Quality , d esign , trade mark </li></ul><ul><li>Diversify , usefull , t emporal </li></ul><ul><li>Size , pa ckaging , et ikecy </li></ul><ul><li>Services , s afety , </li></ul><ul><li>G uaranties </li></ul>
  34. 34. <ul><li>Price </li></ul><ul><li>Price , from costs aspects , demand and competition . It is imortant to survey purchasing prices , substitut e prices , import inluence </li></ul><ul><li>Price for piece ,difer ent , blo c k prices </li></ul><ul><li>Discounts / value or quantitative </li></ul><ul><li>Bonifi cation </li></ul><ul><li>Payment deadline as guarantie </li></ul>
  35. 35. <ul><li>Distribution chanells </li></ul><ul><li>Market coverage </li></ul><ul><li>Asort ment </li></ul><ul><li>Lo cation </li></ul><ul><li>Phyisical distribution </li></ul>
  36. 36. <ul><li>Promotion </li></ul><ul><li>Personal sales -di rect contact with customer </li></ul><ul><li>Sales promotion : advertisements , bilboards , bro chures , demonstra tions , fairs , ... </li></ul><ul><li>E c onom ical propaganda: medi a , katal ogues , simbol s , amblem s … </li></ul><ul><li>You can do it alone or give to special agencies </li></ul>
  37. 37. <ul><ul><li>EXERCISE-Reality simulation </li></ul></ul>
  38. 38. V DAY <ul><li>CONTENT OF MARKETING PLAN </li></ul><ul><li>Marketing plan conzists of few parts </li></ul><ul><li>Content of Marketing plan: </li></ul><ul><li>I Short survey and content, short survey of proposal plan. </li></ul><ul><li>II Temporary market situation, data about market, product, competition, distribution and macro surounding </li></ul><ul><li>III Chances and problems analisys in accordance with product, main chances/threats/strenghts/weakness identifying </li></ul><ul><li>IV Objectives, definyng of financial and marketing objectives with producing value, market share and profit </li></ul><ul><li>V Marketing strategy, presents marketing approach which will be using to achieve business objectives </li></ul><ul><li>VI Action programme, special marketing programs projected for achieve of business objectives </li></ul><ul><li>VII Presents of projected profit and costs, projection ogf expected financial result </li></ul><ul><li>VIII Control gives direction on which way we can follow and control plan </li></ul>
  39. 39. <ul><li>Marketing strategy </li></ul><ul><li>Is the company need to doing permanent business </li></ul><ul><li>Which products and markets is of special importance for survivor, increase and development of company </li></ul><ul><li>Which new products and markets we can find </li></ul><ul><li>How to find were is posible to realize competitive strenght in relation on company potential </li></ul>
  40. 40. <ul><li>Factors of important influence on marketing strategy: </li></ul><ul><li>Life cycle phase of company </li></ul><ul><li>Competitive position of company </li></ul><ul><li>Situation in the all fields of state economy </li></ul>
  41. 41. <ul><li>Marketing strategy for product life cycle phases: </li></ul><ul><li>Entry phase </li></ul><ul><li>Phase of increasing </li></ul><ul><li>Phase of decreasing </li></ul>
  42. 42.
  43. 43. <ul><li>Marketing strategy and company market position: </li></ul><ul><li>Company on market could be in the role of market leader, challenger, follower , niche corrector </li></ul>40 % 30 % 20 % 10 % Market leader Market researcher Follower Market tamponner
  44. 44. <ul><li>Marketing strategies for different situation on market: </li></ul><ul><li>Recesion </li></ul><ul><li>Inflation </li></ul><ul><li>Recesion </li></ul>
  45. 45. <ul><li>EXERCISE 1-Marketing plan-prediction of costs and sale </li></ul><ul><li>EXERCISE 2- Marketing strategy realization(case study or guest) </li></ul>