1. The document discusses various marketing strategies that enterprises can use, including promotional, market segmentation, distribution channel, and packaging strategies.
2. It notes that effective marketing strategies are important for enterprises to survive in today's competitive environment by satisfying customer needs and increasing sales and profits.
3. The document reviews different types of marketing strategies such as general marketing strategies, decision area strategies, strategies based on market dominance, and integrated marketing strategies.
This document provides an overview of key concepts in marketing management. It defines marketing as creating and delivering value for customers and managing customer relationships. Marketing management is choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like the marketing mix, target markets, and customer orientations. It also summarizes that the marketplace has changed with new technology, globalization, and empowered customers. Marketing management tasks are developing strategies, insights, brands and delivering value to customers.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
This document provides biographical information about Paul Fifield and an agenda for his two-day seminar on strategy and marketing. It introduces Paul Fifield as a strategic consultant and academic with over 25 years of experience advising companies. The document includes Paul's credentials and employment history. It then presents the agenda for the two-day seminar, with the first day covering various aspects of strategy and the second day focusing on key marketing concepts.
Discuss the role of marketing in a business organization techno assignment 2016Mandla handirisi
Marketing plays a vital role in business organizations in several ways. It helps identify and understand customer needs to develop new products and services. Marketing also determines the appropriate distribution channels and pricing strategies. Promotion through advertising, public relations, and social media helps increase brand awareness and sales. While marketing brings value, its high costs and potential for oversaturation can sometimes negatively impact businesses. Overall, effective marketing is essential for developing customer relationships, driving growth, and contributing to organizational success.
The document discusses marketing definitions from various organizations and the importance and concepts of marketing. It provides 3 definitions of marketing: 1) activities involved in creating time, place and possession utilities (American Marketing Association); 2) planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges (American Marketing Association); 3) identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing). It also discusses the marketing concept and different marketing management tasks including conversional, stimulational, developmental, remarketing, synchro, maintenance, demarketing, and counter marketing.
This document provides an introduction to marketing concepts. It defines marketing as a management process of identifying, anticipating, and satisfying consumer needs efficiently, effectively and profitably in a socially responsible manner. The document outlines the key evolutionary stages of marketing orientations from production to social marketing. It also discusses the marketing mix, which contains the core 4Ps and an extended 7Ps for services that additionally includes people, process, and physical evidence. The goal of the introduction is to help students understand fundamental marketing terminology and frameworks.
This document provides an overview of key concepts in contemporary marketing. It defines marketing according to the American Marketing Association as "the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges." It discusses how marketing is used by both for-profit and nonprofit organizations to meet individual and organizational goals. The marketing concept and marketing strategies involving the "four Ps" of product, price, promotion and place are explained as frameworks for understanding customer needs and wants in target markets.
This document provides an overview of key concepts in marketing management. It defines marketing as creating and delivering value for customers and managing customer relationships. Marketing management is choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like the marketing mix, target markets, and customer orientations. It also summarizes that the marketplace has changed with new technology, globalization, and empowered customers. Marketing management tasks are developing strategies, insights, brands and delivering value to customers.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
This document provides biographical information about Paul Fifield and an agenda for his two-day seminar on strategy and marketing. It introduces Paul Fifield as a strategic consultant and academic with over 25 years of experience advising companies. The document includes Paul's credentials and employment history. It then presents the agenda for the two-day seminar, with the first day covering various aspects of strategy and the second day focusing on key marketing concepts.
Discuss the role of marketing in a business organization techno assignment 2016Mandla handirisi
Marketing plays a vital role in business organizations in several ways. It helps identify and understand customer needs to develop new products and services. Marketing also determines the appropriate distribution channels and pricing strategies. Promotion through advertising, public relations, and social media helps increase brand awareness and sales. While marketing brings value, its high costs and potential for oversaturation can sometimes negatively impact businesses. Overall, effective marketing is essential for developing customer relationships, driving growth, and contributing to organizational success.
The document discusses marketing definitions from various organizations and the importance and concepts of marketing. It provides 3 definitions of marketing: 1) activities involved in creating time, place and possession utilities (American Marketing Association); 2) planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges (American Marketing Association); 3) identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing). It also discusses the marketing concept and different marketing management tasks including conversional, stimulational, developmental, remarketing, synchro, maintenance, demarketing, and counter marketing.
This document provides an introduction to marketing concepts. It defines marketing as a management process of identifying, anticipating, and satisfying consumer needs efficiently, effectively and profitably in a socially responsible manner. The document outlines the key evolutionary stages of marketing orientations from production to social marketing. It also discusses the marketing mix, which contains the core 4Ps and an extended 7Ps for services that additionally includes people, process, and physical evidence. The goal of the introduction is to help students understand fundamental marketing terminology and frameworks.
This document provides an overview of key concepts in contemporary marketing. It defines marketing according to the American Marketing Association as "the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges." It discusses how marketing is used by both for-profit and nonprofit organizations to meet individual and organizational goals. The marketing concept and marketing strategies involving the "four Ps" of product, price, promotion and place are explained as frameworks for understanding customer needs and wants in target markets.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Unit no.1 introduction to marketing as per syllabus of pune university basics...Dr. Vinod Malkar
contents Definition & Functions of Marketing.
Scope of Marketing, Core concepts of marketing such as
Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer satisfaction, Customer Delight, Customer Loyalty, Marketing Vs market
1.2 Markets : Definition of market, Competition, key customer markets, Market places, Market spaces, Meta markets.
1.3 Company orientation towards market place: Product, Production, sales, marketing, societal, transactional, relational, holistic marketing orientation, selling vs marketing, Concept of marketing Myopia.
1.4 Introduction to the concept of marketing mix : Origin and concept of Marketing Mix and definition of 7 Ps people process and physical Evidence.
1.5. New Marketing Realities : Major societal forces, new consumer capabilities and new company capabilities
Marketing Management Pdf Version by Er. S Soodshart sood
This document discusses the concepts of markets and marketing. It defines a market as a place where buyers and sellers interact to facilitate transactions of goods and services. Markets can be classified based on geographic area (local, regional, national, global), level of competition (perfect, imperfect), and type of goods traded (consumer, industrial, non-profit).
Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy goals. Marketing functions include market research, advertising, sales promotion, product planning, selling, distribution, and pricing. Marketing aims to discover consumer needs and translate them into products and services to create demand through promotion and distribution channels.
A new way to look at marketing... Introductory session to Hospital Management Students of BK School of Business Management, Gujarat University taken on 22 September 2011.
for more details, visit:
www.profmanishparihar.blogspot.com
Unit 1 introduction to marketing - Class 11 - CBSE - 2016/17Lovell Menezes
This document provides an overview of key concepts in marketing, including:
1) Marketing involves understanding consumer needs and wants in order to facilitate the exchange of goods and services. It is both an art and a science.
2) The scope of marketing has expanded beyond physical goods to include services, ideas, organizations, and more.
3) Important philosophies in marketing history include the production, product, and marketing concepts. The production concept focuses on mass production while the product and marketing concepts emphasize understanding consumers.
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...Dan John
This document discusses various marketing concepts, including traditional and modern concepts. The traditional concepts focused on product and selling, with the goal of profit maximization. The modern marketing concept, which is considered the dominant philosophy today, focuses on understanding customer needs and wants in order to satisfy customers. It has dual goals of customer satisfaction and profitability. Key features include identifying customer needs, producing goods to meet those needs, minimizing costs, focusing all activities on satisfying customers, and taking an integrated approach to coordinating marketing functions.
Marketing involves creating, communicating, and delivering value to customers. It is a key function for ensuring demand and customer retention. The core concepts include understanding customer needs, wants, and demands to develop target markets and value propositions. Modern marketing realities include forces like technology, globalization, and increased competition. Key tasks for marketing managers are developing strategies, gathering customer insights, building brands, and delivering value to create long-term growth.
The document provides an overview of key marketing concepts and terms, including definitions of marketing, the marketing mix (4Ps and 4Cs), differences between sales and marketing, the scope of what can be marketed, core concepts like customer needs and wants, and factors that influence marketing strategy like the external environment. It also discusses topics like target markets, the marketing plan, the marketing process, product types and product mix, customers and understanding customer value.
Marketing is “a matching process based on goals and capabilities by which a producer provides a marketing mix that meets consumers needs within the limits of society”.
There are five competing concepts under which organizations can choose to conduct their marketing activities. These are the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.in this presentation you will get a detailed explanation on these concepts, or learn more in website at www.skyrocket.ezyro.com
Marketing involves identifying and satisfying customer needs in order to generate profits. It includes activities like market research, product development, pricing, promotion, and distribution. A key aspect is understanding different types of markets, including consumer markets of individuals and industrial markets of organizations. Marketing aims to be customer-oriented by anticipating trends and responding to changes in order to gain a competitive advantage.
This document discusses key concepts in marketing from a global managerial perspective. It defines marketing as anticipating customer needs and directing the flow of goods and services to meet those needs. It also discusses how marketing has evolved from a sales focus to a customer satisfaction focus. Finally, it notes that customer value is determined by comparing the benefits and costs of a product or service from the customer's perspective, and that non-profits also need effective marketing approaches.
The document discusses the relationship between marketing and various other functional areas within a business, including human resources, research and development, finance, and systems. It explains how marketing can collaborate with and support the goals of these other departments. For human resources, marketing techniques can be used to attract, motivate, and communicate with employees. For research and development, marketing helps ensure new products and services meet customer needs and drive innovation. Finance provides the resources for marketing activities and sets sales targets. Systems like social media and mobile apps now play a key role in integrated marketing communications.
The document discusses different types of marketing organizations. It begins with introducing marketing and defining marketing organization. There are four main types discussed: functional, product, market-oriented, and customer-oriented. The functional type groups activities by function like marketing research or sales. The product type assigns product managers for specific products or groups. The market-oriented type serves large numbers of customers over a large territory. Finally, the customer-oriented type designates groups to focus on different customer classes like distributors or retailers.
Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?
This document provides an introduction to marketing concepts from lecture notes by Dr. Mary Kinoti. It defines marketing in several ways focusing on exchange processes that satisfy human needs. The core concepts of marketing are identified as needs/wants, products, utility/value/satisfaction, exchange/transactions/relationships, markets, and marketing/marketers. Different marketing philosophies are also discussed including the production, product, selling, and marketing concepts. The marketing concept holds that organizational goals are achieved by determining and satisfying customer needs more effectively than competitors.
This document provides an overview of marketing concepts. It begins by defining marketing as managing profitable customer relationships by delivering superior value. It then discusses the four main philosophies that guide marketing approaches: the production concept, product concept, selling concept, and marketing concept. The marketing concept sees customer focus and value as the path to profits. The document also introduces concepts such as the marketing mix, competition, demand states, and the universal marketing functions. It concludes by updating the traditional "four Ps" framework to better reflect holistic marketing approaches.
Unit 1 Defining Marketing And The Marketing Process To Postguestcc4c0
1. The document defines marketing as managing profitable customer relationships by understanding customer needs and wants, creating value for customers, and building customer relationships.
2. It discusses the importance of a customer-driven marketing strategy and orientation, with a focus on customer satisfaction and lifetime value.
3. The marketing process involves understanding customers, designing strategies to create and capture value, and building relationships through marketing programs.
Este documento narra la historia de un hombre cuya vida cambió por completo después de recibir un beso de una mujer. Aunque al principio parecía algo insignificante, ese beso despertó en él fuertes emociones y también depresiones ocultas del pasado. A pesar de las dudas y problemas, la mujer estuvo siempre ahí para él. Sin embargo, después de mucho esfuerzo, ella finalmente decidió dejarlo para no seguir sufriendo. El hombre se dio cuenta demasiado tarde del gran sacrificio que ella había hecho por él y por ese bes
Este documento establece los plazos máximos de ejecución para las cuatro fases del proyecto de construcción de un nuevo centro educativo en Vitoria-Gasteiz, España. La primera fase (estudios previos) debe completarse en 20 días. La segunda fase (proyecto básico) debe completarse en 40 días después de la aprobación de los estudios previos. La tercera fase (proyecto de ejecución) debe completarse en 120 días después de la aprobación del proyecto básico. La cuarta fase (dirección facult
Este documento describe el pliego de prescripciones técnicas para la contratación del proyecto de ejecución, trabajos complementarios y dirección facultativa de las obras de construcción de un nuevo centro educativo en Vitoria-Gasteiz. Se especifica el objeto del contrato, las necesidades a cubrir mediante el proyecto, el presupuesto estimado y las fases del proyecto, que incluyen la redacción de estudios previos, proyecto básico, proyecto de ejecución y dirección de las obras.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Unit no.1 introduction to marketing as per syllabus of pune university basics...Dr. Vinod Malkar
contents Definition & Functions of Marketing.
Scope of Marketing, Core concepts of marketing such as
Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer satisfaction, Customer Delight, Customer Loyalty, Marketing Vs market
1.2 Markets : Definition of market, Competition, key customer markets, Market places, Market spaces, Meta markets.
1.3 Company orientation towards market place: Product, Production, sales, marketing, societal, transactional, relational, holistic marketing orientation, selling vs marketing, Concept of marketing Myopia.
1.4 Introduction to the concept of marketing mix : Origin and concept of Marketing Mix and definition of 7 Ps people process and physical Evidence.
1.5. New Marketing Realities : Major societal forces, new consumer capabilities and new company capabilities
Marketing Management Pdf Version by Er. S Soodshart sood
This document discusses the concepts of markets and marketing. It defines a market as a place where buyers and sellers interact to facilitate transactions of goods and services. Markets can be classified based on geographic area (local, regional, national, global), level of competition (perfect, imperfect), and type of goods traded (consumer, industrial, non-profit).
Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy goals. Marketing functions include market research, advertising, sales promotion, product planning, selling, distribution, and pricing. Marketing aims to discover consumer needs and translate them into products and services to create demand through promotion and distribution channels.
A new way to look at marketing... Introductory session to Hospital Management Students of BK School of Business Management, Gujarat University taken on 22 September 2011.
for more details, visit:
www.profmanishparihar.blogspot.com
Unit 1 introduction to marketing - Class 11 - CBSE - 2016/17Lovell Menezes
This document provides an overview of key concepts in marketing, including:
1) Marketing involves understanding consumer needs and wants in order to facilitate the exchange of goods and services. It is both an art and a science.
2) The scope of marketing has expanded beyond physical goods to include services, ideas, organizations, and more.
3) Important philosophies in marketing history include the production, product, and marketing concepts. The production concept focuses on mass production while the product and marketing concepts emphasize understanding consumers.
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...Dan John
This document discusses various marketing concepts, including traditional and modern concepts. The traditional concepts focused on product and selling, with the goal of profit maximization. The modern marketing concept, which is considered the dominant philosophy today, focuses on understanding customer needs and wants in order to satisfy customers. It has dual goals of customer satisfaction and profitability. Key features include identifying customer needs, producing goods to meet those needs, minimizing costs, focusing all activities on satisfying customers, and taking an integrated approach to coordinating marketing functions.
Marketing involves creating, communicating, and delivering value to customers. It is a key function for ensuring demand and customer retention. The core concepts include understanding customer needs, wants, and demands to develop target markets and value propositions. Modern marketing realities include forces like technology, globalization, and increased competition. Key tasks for marketing managers are developing strategies, gathering customer insights, building brands, and delivering value to create long-term growth.
The document provides an overview of key marketing concepts and terms, including definitions of marketing, the marketing mix (4Ps and 4Cs), differences between sales and marketing, the scope of what can be marketed, core concepts like customer needs and wants, and factors that influence marketing strategy like the external environment. It also discusses topics like target markets, the marketing plan, the marketing process, product types and product mix, customers and understanding customer value.
Marketing is “a matching process based on goals and capabilities by which a producer provides a marketing mix that meets consumers needs within the limits of society”.
There are five competing concepts under which organizations can choose to conduct their marketing activities. These are the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.in this presentation you will get a detailed explanation on these concepts, or learn more in website at www.skyrocket.ezyro.com
Marketing involves identifying and satisfying customer needs in order to generate profits. It includes activities like market research, product development, pricing, promotion, and distribution. A key aspect is understanding different types of markets, including consumer markets of individuals and industrial markets of organizations. Marketing aims to be customer-oriented by anticipating trends and responding to changes in order to gain a competitive advantage.
This document discusses key concepts in marketing from a global managerial perspective. It defines marketing as anticipating customer needs and directing the flow of goods and services to meet those needs. It also discusses how marketing has evolved from a sales focus to a customer satisfaction focus. Finally, it notes that customer value is determined by comparing the benefits and costs of a product or service from the customer's perspective, and that non-profits also need effective marketing approaches.
The document discusses the relationship between marketing and various other functional areas within a business, including human resources, research and development, finance, and systems. It explains how marketing can collaborate with and support the goals of these other departments. For human resources, marketing techniques can be used to attract, motivate, and communicate with employees. For research and development, marketing helps ensure new products and services meet customer needs and drive innovation. Finance provides the resources for marketing activities and sets sales targets. Systems like social media and mobile apps now play a key role in integrated marketing communications.
The document discusses different types of marketing organizations. It begins with introducing marketing and defining marketing organization. There are four main types discussed: functional, product, market-oriented, and customer-oriented. The functional type groups activities by function like marketing research or sales. The product type assigns product managers for specific products or groups. The market-oriented type serves large numbers of customers over a large territory. Finally, the customer-oriented type designates groups to focus on different customer classes like distributors or retailers.
Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?
This document provides an introduction to marketing concepts from lecture notes by Dr. Mary Kinoti. It defines marketing in several ways focusing on exchange processes that satisfy human needs. The core concepts of marketing are identified as needs/wants, products, utility/value/satisfaction, exchange/transactions/relationships, markets, and marketing/marketers. Different marketing philosophies are also discussed including the production, product, selling, and marketing concepts. The marketing concept holds that organizational goals are achieved by determining and satisfying customer needs more effectively than competitors.
This document provides an overview of marketing concepts. It begins by defining marketing as managing profitable customer relationships by delivering superior value. It then discusses the four main philosophies that guide marketing approaches: the production concept, product concept, selling concept, and marketing concept. The marketing concept sees customer focus and value as the path to profits. The document also introduces concepts such as the marketing mix, competition, demand states, and the universal marketing functions. It concludes by updating the traditional "four Ps" framework to better reflect holistic marketing approaches.
Unit 1 Defining Marketing And The Marketing Process To Postguestcc4c0
1. The document defines marketing as managing profitable customer relationships by understanding customer needs and wants, creating value for customers, and building customer relationships.
2. It discusses the importance of a customer-driven marketing strategy and orientation, with a focus on customer satisfaction and lifetime value.
3. The marketing process involves understanding customers, designing strategies to create and capture value, and building relationships through marketing programs.
Este documento narra la historia de un hombre cuya vida cambió por completo después de recibir un beso de una mujer. Aunque al principio parecía algo insignificante, ese beso despertó en él fuertes emociones y también depresiones ocultas del pasado. A pesar de las dudas y problemas, la mujer estuvo siempre ahí para él. Sin embargo, después de mucho esfuerzo, ella finalmente decidió dejarlo para no seguir sufriendo. El hombre se dio cuenta demasiado tarde del gran sacrificio que ella había hecho por él y por ese bes
Este documento establece los plazos máximos de ejecución para las cuatro fases del proyecto de construcción de un nuevo centro educativo en Vitoria-Gasteiz, España. La primera fase (estudios previos) debe completarse en 20 días. La segunda fase (proyecto básico) debe completarse en 40 días después de la aprobación de los estudios previos. La tercera fase (proyecto de ejecución) debe completarse en 120 días después de la aprobación del proyecto básico. La cuarta fase (dirección facult
Este documento describe el pliego de prescripciones técnicas para la contratación del proyecto de ejecución, trabajos complementarios y dirección facultativa de las obras de construcción de un nuevo centro educativo en Vitoria-Gasteiz. Se especifica el objeto del contrato, las necesidades a cubrir mediante el proyecto, el presupuesto estimado y las fases del proyecto, que incluyen la redacción de estudios previos, proyecto básico, proyecto de ejecución y dirección de las obras.
Este documento trata sobre los delitos ambientales y mineros en Perú. Explica que la minería es la extracción selectiva de minerales de la corteza terrestre con fines económicos. Detalla los diferentes tipos de minería, como la artesanal, pequeña, mediana y gran minería. También define el concepto penal de minería ilegal y cómo difiere del concepto administrativo. Finalmente, describe los elementos constitutivos del delito de minería ilegal y sus posibles modalidades agravadas.
Orientaciones para la instalacion de redes informáticos en centros educativos...colesalburua13
Este documento establece las directrices para la instalación de redes informáticas en centros educativos dependientes del Departamento de Educación. Detalla los requisitos técnicos y normativas aplicables, así como las especificaciones para la sala de comunicaciones, armarios de red, cableado, cuadros eléctricos y canalizaciones entre edificios.
Este documento apresenta uma dissertação de mestrado que analisa o potencial hidrogeológico do aquífero Cenozóico da bacia hidrográfica do rio Gravataí no Rio Grande do Sul. O trabalho caracteriza a área de estudo, revisa conceitos de modelagem de fluxo subterrâneo e descreve a metodologia utilizada, que integrou sensoriamento remoto, geofísica e modelagem numérica para estabelecer um modelo conceitual hidrogeológico da área e simular diferentes cenários de fluxo
This document provides an overview of the AS Media Studies course requirements at Mr Gibbons' school. It outlines that the course is split 50/50 between exam and coursework. Coursework can be done in either print or moving image format and consists of preliminary research tasks and a main production piece. The document provides examples of briefs for the print and video preliminary and main production tasks. It instructs students to set up blogs to submit their work and provides deadlines for initial practical tasks to be posted online.
Leucocoprinus Pat. (Agaricaceae, Basidiomycota) no Parque Estadual de Itapuã, Viamão, RS, Brasil.
MARCELO SOMENZI ROTHER, ROSA MARA BORGES DA SILVEIRA
Universidade Federal do Rio Grande do Sul - UFRGS
Instituto de Biociências
Artigo Científico. Acta bot. bras. 23(3): 720-728. 2009.
Borboletas (Lepidoptera: Papilionoidea e Hesperioidea) de seis áreas verdes de Porto Alegre, RS.
FABIANA DE CAMARGO
Orientadora: Profa. Dra. Helena Piccoli Romanowski
Co-orientador: Prof. Dr. Milton de Souza Mendonça Jr.
Universidade Federal do Rio Grande do Sul - UFRGS
Instituto de Biociências - Programa de Pós Graduação em Biologia Animal
Dissertação. Porto Alegre, 2006
Este documento presenta un proyecto de un grupo de trabajo sobre cómo utilizar llantas recicladas como recurso para la producción de panela. El grupo está compuesto por Andrés Miranda, María del Carmen Murillo y Daniel Suárez. El documento incluye un enlace a una página web sobre el grupo y plantea preguntas secundarias sobre el tiempo de combustión de llantas, cómo reducir costos, qué es un combustible energético, cómo reducir la contaminación y las estrategias de utilización.
El documento describe la computación en la nube, que permite ofrecer servicios de computación a través de Internet. Los usuarios pueden acceder a los servicios disponibles "en la nube" sin conocimientos avanzados de gestión de recursos. La computación en la nube permite aumentar el número de servicios basados en la red y genera beneficios tanto para proveedores como usuarios. Existen nubes públicas, privadas e híbridas.
Este estudo identificou 61 espécies de tripes em plantas no Parque Estadual de Itapuã no Rio Grande do Sul, Brasil. A maioria dos tripes foi encontrada em flores, com 35 espécies, seguido por ramos com 36 espécies. A família Thripidae foi a mais abundante e diversa, representando a maioria dos espécimes coletados.
O documento resume as principais características do período Paleolítico e Neolítico, além de mencionar brevemente a Idade dos Metais e as primeiras civilizações do Oriente. No Paleolítico, os humanos viviam de caça, pesca e coleta, eram nômades e desenvolveram a arte rupestre. No Neolítico, houve a domesticação de animais, o cultivo de plantas e a sedentarização do homem. A Idade dos Metais marcou o surgimento das primeiras cidades e institui
O documento discute a evolução dos computadores ao longo da história, desde os primórdios com máquinas mecânicas até os computadores modernos. Aborda definições de computador de diferentes perspectivas como cientistas, empresas e a geração Y. Também apresenta alguns marcos históricos importantes no desenvolvimento dos computadores.
Campanha promocional clique aqui para iniciarBruna Batista
A campanha promocional ocorrerá de 28 de maio a 11 de junho de 2011, oferecendo produtos com descontos e brindes para divulgação da empresa através de materiais impressos e mídias.
El documento presenta información sobre un estudiante de la Universidad Yacambú. Gregory José Torin Zerpa está inscrito en la Carrera de Derecho en la Facultad de Ciencias Jurídicas y Políticas bajo el número de expediente CJP-131-00007V. El documento fue emitido en Barquisimeto en julio de 2016.
Este documento descreve uma dissertação de mestrado sobre a família Eunotiaceae nas áreas da Lagoa do Casamento e dos Butiazais de Tapes no Rio Grande do Sul. Foram amostradas 21 estações cobrindo diferentes ambientes aquáticos e identificadas 42 espécies de diatomáceas. As espécies apresentaram diferentes padrões de distribuição e riqueza entre as áreas. O banhado entre duas lagoas e o banhado com Sphagnum foram os ambientes com maior riqueza de espécies.
The document outlines the key concepts and elements of successful marketing. It discusses the meaning of marketing, elements like the 4 Ps (product, price, place, promotion), and the evolution of marketing from a production to sales to modern customer-oriented era. It also covers strategic marketing processes like identifying target markets and stakeholders, as well as requirements for organizational marketing success like having a shared vision, action plan, and capacity to be market-oriented.
The document discusses various concepts of marketing and their role in organizations. It begins by defining marketing as identifying and satisfying customer needs profitably. It then outlines five concepts of marketing:
1) Production concept focuses on high output over quality.
2) Product concept emphasizes quality and innovation over quantity.
3) Selling concept relies on aggressive selling and promotion.
4) Marketing orientation concept makes customers the priority.
5) Societal marketing concept considers social responsibility.
The document also discusses how marketing strategy relates to and supports corporate strategy through value creation, competitive advantages, and growth opportunities.
This document discusses perspectives on marketing and the marketing concept. It describes how marketing was traditionally viewed as selling but now focuses on understanding customer needs. A marketing oriented organization provides information on customer needs throughout the company and coordinates functions to achieve goals. The document also outlines the marketing planning process, noting it takes place at both the corporate and middle management levels and involves situation analysis, objective setting, and strategy and program development.
The document provides an overview of key marketing concepts. It begins by defining marketing and explaining that marketing involves satisfying consumer needs through the entire process from identifying wants to fulfilling them. It then discusses the marketing mix, also known as the 4Ps (Product, Price, Place, Promotion). The document also covers market segmentation, targeting, and positioning. Market segmentation involves dividing the market into distinct groups with unique needs. Targeting involves selecting specific segments to target, while positioning is how the product or brand is defined in consumers' minds relative to competitors.
This document discusses key concepts in marketing management, including the marketing concept and various orientations to the marketplace. It explains the four Ps of marketing - product, place, price, and promotion. It also covers the product life cycle and its four stages: introduction, growth, maturity, and decline. Finally, it discusses market segmentation, the need for segmentation, and requirements for effective market segments such as being identifiable and accessible.
1. This document provides an introduction to marketing and outlines key concepts such as defining a market, defining marketing, and understanding the consumer buying process.
2. The consumer buying process has 4 stages: identifying a problem or need, searching for information, assessing options, and making a purchase.
3. Marketing is important for small businesses as it helps develop products customers want, provides customer information, creates competitive pressures, and builds customer demand.
This document discusses key concepts related to marketing. It begins by outlining the features of marketing, including being customer-focused, aiming to satisfy customers, having objectives, and being both an art and a science. It then discusses the objectives of marketing such as creating demand, customer satisfaction, increasing market share and profits. The document also covers the importance of marketing for connecting consumers and producers, increasing living standards and national income, and creating employment. Finally, it distinguishes between marketing and selling, noting that selling focuses on exchanging products for cash while marketing involves broader demand generation activities.
Marketing is a system of business activities designed to plan, price, promote, and distribute products and services to target markets. The key aspects of implementing the marketing concept are having a customer orientation focused on customer satisfaction and building long-term relationships, coordinating all marketing activities to create consistent messaging, and aligning organizational objectives around both performance and societal responsibility.
E- Marketing Strategies
A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.
Hey guys, this presentation is all about marketing starting with a crisp and clear introduction and this ppt focusses on all important aspects related to marketing whether be it decision making, marketing process, marketig analysis, marketing utilities, marketing management concepts, marketing planning, traditional & modern approaches of marketing, a full coverage of 7 Ps of marketing mix as well as various important marketing strategy techniques along with relevant diagrams & charts & illutrative examples.
The document discusses various marketing concepts including:
1. Marketing is a form of communication with customers using tools like advertising, promotion, and product design. Selling focuses on short-term goals like market share while marketing considers long-term brand building.
2. The 4Ps of marketing are product, price, place, and promotion. Product positioning involves communicating a product's value relative to competitors. Market segmentation divides broad markets into subsets with common needs.
3. Other concepts covered are USP, CRM, brand equity, the product lifecycle, competitive advantage, and the roles of a marketing manager.
This document provides an overview and synopsis of a doctoral dissertation on sales promotion strategies of selected fast-moving consumer goods (FMCG) companies in Gujarat, India. The study aims to understand concepts of promotion and sales promotion, examine tools and impact of sales promotion strategies, and analyze practices of leading FMCG companies in Gujarat. Primary and secondary data were collected through surveys from customers, salespeople, and dealers on sales promotion methods, effectiveness, motivation, and objectives. Key findings include that price discounts and offers are most effective at motivating customers. Salespeople are motivated most by commissions, and dealers find discounts and point-of-purchase displays most beneficial from companies. The study contributes to understanding of sales promotion
This document provides an introduction and synopsis for a doctoral dissertation on sales promotion strategies of fast-moving consumer goods (FMCG) companies in Gujarat, India. The study aims to understand concepts of promotion, sales promotion, and the need for and impact of sales promotion strategies. It will examine the sales promotion tools, parties involved, and how strategies influence sales, profits, and business progress. The researcher will analyze practices of leading FMCG companies in Gujarat and provide suggestions. The study contributes to knowledge on marketing communications, promotion strategies, and their effects. Beneficiaries include academics, managers, and future researchers.
This document discusses the nature and scope of marketing. It defines marketing as an economic, legal, social, managerial, and philosophical process. Marketing involves transferring ownership of goods from producers to consumers through business activities. It aims to satisfy customer needs and wants to earn profits. The scope of marketing includes studying consumer behavior, production planning, pricing, distribution, promotion, and ensuring customer satisfaction. Marketing management involves planning, organizing, directing, coordinating, and controlling marketing activities to achieve goals. An effective strategic marketing plan guides a company's operations and decisions. It involves market research, segmentation, and developing promotional strategies to penetrate new markets.
This document provides a synopsis and methodology for a research study on "Sales Promotion Strategy of Selected Companies of FMCG Sector in Gujarat Region".
1. The study aims to understand concepts of promotion, sales promotion, and the need for a sales promotion strategy. It will examine tools, impact, and management of sales promotion measures.
2. Both primary and secondary data will be collected through questionnaires, interviews, and company records. The sample includes 400 respondents from salespeople, dealers, retailers and customers of selected FMCG companies in Gujarat.
3. The study expects to clarify concepts relating to marketing communication and sales promotion strategy. It intends to benefit academics, managers and future researchers
Running Head Marketing PlanSWOT Analysis .docxcowinhelen
Running Head: Marketing Plan/SWOT Analysis 1
Marketing Plan/SWOT Analysis 14
Marketing plan/ SWOT analysis
Heather Taylor
Kaplan
MT499: Bachelors Capstone in Management-peregrine
Prof: Angie Sokol
July 31, 2016
Part 1
A well-developed strategy will aid in the realization of the business goals and build a strong reputation for your products. This marketing strategy helps in the focusing of the company products and services to the market segment most appropriate for them. The development process usually involves the creation of two ideas that are powerful to create awareness of the business and its products thereof (Hooley and Saunders 2004)
Marketing strategy is a component of a marketing plan that aims at directing the program toward the achievement of the organisational goals and objectives. Marketing plan is therefore a comprehensive document that lays bare all the regulatory advertising and marketing efforts and activities that are geared towards achieving these goals within a given duration of time. Marketing strategy has a pivotal role in increasing the sales volume of every organisation and realizing sustainable competitive edge. (Viardot, 2004) It encompasses all primary, short-term and long-term activities in the marketing field and it entails analysis of the initial strategic position of business together with the creation, evaluation and selection of market-geared strategies and hence lend to the goals of the firm as well as its marketing objective.
The process of marketing strategy development begins with the evaluation of the environmental factors, which entails the strategic constraints. It is therefore necessary to have a clear understanding of the external environment, including, technological, economic, cultural, political and legal elements of the environment. Secondly, goals are chosen and objectives set. A marketing strategy is, therefore, the explanation of all the specific actions to be taken to achieve the set goals. Marketing strategies are interactive and dynamic; partially planned and partially unplanned (Luke, 2004) this is to give room for the business to react to unforeseen challenges within the marketing environment as they try to keep focussed on a particular direction. A longer time span is preferred, usually five years. Simulation models such as customer lifetime value models aid marketers to conduct “what if” analysis to try and predict what might happen in future if certain conditions are met, and rate the extent to which such actions can affect the organisation’s revenue per customer and the churn rate. Strategies offer specification on how to adjust the marketing mix; firms can use tools such as marketing mix model to aid the resource allocation decision for various media and distribution of funds across a portfolio of brands.
An effective marketing heavily leans a well-informe ...
The purpose of this study is to investigate The effects of Marketing Strategies on Organizational Performance; A Study of Nigeria Bottling Company Kaduna, including Production strategy, pricing strategy, promotion strategy and place strategy, that eventually influences Marketing strategies on performance. Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our study contributes to the existing study of marketing strategy by supporting
The document provides an introduction to the concepts of international marketing. It discusses key learning objectives, including distinguishing international from domestic marketing and understanding various management orientations. International marketing allows companies to take advantage of opportunities in foreign markets. While marketing principles are universal, application varies across countries due to unique customer, competitor, and environmental factors. Successful international marketers adopt a global mindset while locally adapting their marketing mix. The document uses several company examples to illustrate concepts like standardized vs. adapted approaches and thinking globally and acting locally.
Marketing is an inevitable part of doing both business and non-business. This is emphasized in this presentation. A different focus of this kind is expected to add more value for the enthusiast.
The document defines marketing as identifying and satisfying customer needs profitably. It discusses the evolution of marketing from a production orientation to a sales orientation to a modern marketing orientation focused on customer wants. Key aspects of marketing include identifying parties that can exchange value, communication between parties, and parties having the freedom to reject exchanges. The document also outlines external factors like the political, economic, social and technological environment that influence marketing decisions.
1. 1
INTRODUCTION
In the global world of business today, marketing activities have become very
competitive and enterprises are doing just about anything in order to remain relevant
and still meet the ever dynamic needs of their customers. Studies have shown that,
for these enterprises to survive, they must take their marketing very seriously.
People are now better educated and the global world of business today is a very
dynamic one in order to satisfy the changing needs of customers, you must first
know their needs and that is where marketing strategy begins. For an organization to
survive in today’s competitive market, it has to treat the marketing part of its firm with
top priority. The main purpose of any organizations existence is to satisfy needs of
its chosen target customers at a profit and keep the business growing. For that to
happen, there must be an effective marketing strategy in place, which is why a
specific department has been set-aside in almost all firms just to handle the
marketing aspect of the firm. A marketingstrategy is the result of decisions being
made about how a particular product or service will be packaged to its target
customers. The word packaged above is used to include how the product is
designed, priced, promoted, and distributed to target customers at a profit to the
organization. Marketing strategies are used to increase sales, launch new products
and generally provide profit for a company (Cyprus 2010).
Interestingly, the objective for the organization is to tie its marketing promotional
efforts into a comprehensive marketing strategy that is carefully designed to attract
the desired attention in the marketplace. Some marketing strategies are created for
the purpose of capturing a certain segment of the market, but majority of small
business strategies are more generic in nature. A marketing strategy combines
product development, promotion, distribution, pricing, relationship management and
other elements; identifies the firm's marketing goals, and explains how they will be
achieved, ideally within a stated timeframe [Ibidunni 2004]. Marketing strategy
determines the choice of target market segments, positioning, marketing mix, and
allocation of resources. It is most effective when it is an integral component of overall
firm strategy, defining how the organization will successfully engage customers,
prospects, and competitors in the market arena. Entrepreneurship has been
recognized as the main bedrock of any economy. For an economy to develop or
2. 2
improve, that economy’s entrepreneurship must of necessity develop as well. It is
now widely agreed that the entrepreneur is the prime driver of economic progress
They are involved in the production of all the goods and services, they also help
increase the economy’s revenue, they help reduce the rate of unemployment in the
economy and even train and develop the economy manpower in order to increase
productivity. These enterprises operate in different parts of every economy,
[Achumba, 2000]
In the words of Bhattachary (1999), an entrepreneur is a person with ideas,
originality, ingenuity, vision and foresight about what to produce or how best to
produce it. The economic growth of any economy depends to a large extent on the
continuous growth and development of small and medium scale enterprises, which
has been described as the engine of development in any economy. All enterprises
involved in one form of business or the other are regarded as entrepreneurial firms
that is either the small ones or medium firms or even multinational organizations.
This sums up the fact that the development of the economy is largely dependent on
the growth and development of such country’s entrepreneurial firms.
PROBLEM OF STUDY
In recent times, more firms are coming up day by day and the market is becoming
more and more competitive and dynamic. Enterprises are becoming more dynamic
and they are using different strategies in order to still remain relevant in the market.
Just any marketing strategy cannot be used by any enterprise; each enterprise must
discover the appropriate marketing strategy that best suits its own operations.
Without the appropriate marketing strategy, small businesses cannot survive in
today’s competitive environment.
Small businesses of today are aspiring to achieve sales growth because without
constant adequate sales growth, the enterprise will stagnate and when this occurs,
the enterprise won’t be able to compete favourably in the competitive market of
today, [Kotler, 2006]. In our competitive market, everyone is struggling to improve
and satisfy the needs of the customers. An enterprise cannot survive without
constant sales growth. Most enterprises of today are failing because there is no
constant sales growth and that is why promotion has to be taken more seriously.
3. 3
Promotion basically has to do with making people aware of the existence of the
product and also making people buy more of the product, thereby increasing sales
growth, [Porter, 1998].
Today, a number of enterprises are trying to get a high market share in order to
survive the ever-competitive market. Many of them believe that this can be achieved
through effective market segmentation, [Achumba, 2000]. The challenge many firms
have today is how to effectively segment their market in order to achieve the desired
effects. It has also been discovered that enterprises use the long type of distribution
channel,[Bharadwaj ,Varadarajam and Fahy, 1993].This has become a major
challenge for producers as the products move from the manufacturer to wholesalers
then to retailers before it reaches the final consumers or it might even be longer than
that in some cases. Every enterprise’s major reason for existence is to make profit.
However, with this long channel, a lot of cost is incurred, and the product might even
be spoilt or damaged in the process of handling the product. Firms therefore face the
challenge of knowing the appropriate type of channels, which they could use for their
product (Vesper 1969).Hence, this seminar paper also looks at the challenge
involved in the use of distribution strategy.
OBJECTIVES OF STUDY
The general objective of this research work is to critically examine the effects of
Marketing Strategies on entrepreneurial development However, the specific
objectives of the study are to: (i) determine the extent to which promotional strategy
will increase sales growth.; (ii) find out how the use of market segmentation will
increases the market share of the business (iii) ascertain whether the use of direct
channels of distribution can have a positive effect on the profitability of the business.
; (iv) offer useful policy recommendations which firms will find beneficial in the ever
dynamic and highly competitive world of business.
4. 4
LITERATURE REVIEW
The concept of marketing Strategy is gradually becoming an essential part of every
existing enterprise of today. The concept of strategy is ancient and it comes from
Greek word strategia, which means art of Army General. Effective Army Generals
are needed to win battles and protect territories. Strategic Marketing is defined by
Achumba (2000) as a chosen line of action selected by an organization for pursuing
a marketing objective. Strategic marketing management can also be viewed as the
art of formulating, implementing, and evaluating cross-functional decisions that will
enable an organization to achieve its desired objectives. It must be pointed out here
that Marketing involves activities that provide satisfaction to consumers. It is a
matching process. Marketers must recognize and understand consumers’ needs and
wants and then determine how best to satisfy them. Satisfaction becomes available
through the process of exchange in the society. Marketing, with its emphasis on
satisfaction, exists because society has needs that must be met and wants that must
be satisfied. Thus, the goal of marketing is to facilitate exchange so that satisfaction
is increased for all the parties involved (Ibidunni 2004). Exchange requires two or
more individuals or groups that have certain want satisfying products. In order for
exchange to come about, each party must want what will be received more than
what will be given up; that is, both parties must fell that their total satisfaction will be
enhanced as a result of the exchange. The constituent parts of a marketing strategy
are based on a thorough and objective understanding of the current situation. They
usually include: (i) The scope of the business: (ii) Marketing objectives: (iii) Target
segments and positioning: (iv) Marketing mix strategy.
In today's very competitive marketplace, the use of marketing strategy must ensure a
consistent approach to offering one’s product or service in a way that will outsell that
of competitors. However, in our attempt at defining marketing strategy one must
also have a well-defined methodology for the day-to-day process of implementing it.
It is of little value to have a strategy if we lack either the resources or the expertise to
implement it. In the process of creating a marketing strategy for small businesses,
one must consider a number of factors, some of which are more important than
others. Because each strategy must address some unique considerations, it is not
5. 5
reasonable to identify 'every' important factor at a generic level. However, many are
common to all marketing strategies.
The marketing objectives will focus on how a firm will increase its sales by getting
and keeping customers. To explain how to do this, experts talk about how best a firm
can package its products and services, how much to charge for them and how to
take them to market. A marketing strategy will help the company to tailor its
messages and put the right marketing communication mix of marketing approaches
in place so that the company can bring its sales and marketing activities together
effectively. [Pride and Ferrell , 2002].
You begin the creation of your marketing strategy by deciding what the overall
objective of your enterprise should be. In general this falls into one of four
categories, [Porter, 1998].
If the market is very attractive and your enterprise is one of the strongest in
the industry you will want to invest your best resources in support of your
offering.
If the market is very attractive but your enterprise is one of the weaker ones in
the industry you must concentrate on strengthening the enterprise, using your
offering as a stepping-stone toward this objective.
If the market is not especially attractive, but your enterprise is one of the
strongest in the industry then an effective marketing and sales effort for your
offering will be good for generating near term profits.
If the market is not especially attractive and your enterprise is one of the
weaker ones in the industry you should promote this offering only if it supports
a more profitable part of your business (for instance, if this segment
completes a product line range) or if it absorbs some of the overhead costs of
a more profitable segment. Otherwise, you should determine the most cost
effective way to divest your enterprise of this offering.
6. 6
TYPES OF MARKETING STRATEGY
One of the most important concepts of the marketing planning process is the need to
develop a cohesive marketing strategy that guides tactical programs for the
marketing decision areas. In marketing there are two levels to strategy formulation:
General Marketing Strategies, Decision Area Strategies, Strategies based on market
dominance, Porter generic strategies, and Innovation strategies, [Porter, 1998].
General marketing strategy: This strategy looks to maintain the marketer's current
position in the market, such as maintaining the same level of market share. This
strategy looks to remove the product from the organization’s product mix. This can
be accomplished by selling the product to another organization, eliminating the
product the company's product offerings
Decision area strategy: These are used to achieve the General Marketing
Strategies by guiding the decisions within important marketing areas (product,
pricing, distribution, promotion, target marketing). For example, a General Marketing
Strategy that centers on entering a new market with new products may be supported
by Decision Area Strategies that include: target market strategy – employ
segmenting techniques, product strategy – develop new product line, pricing strategy
– create price programs that offer lower pricing versus competitors, distribution
strategy – use methods to gain access to important distribution partners that service
the target market, promotion strategy – create a plan that can quickly build
awareness of the product. Achieving the decision area strategies is accomplished
through the development of detailed Tactical Programs for each area. For instance,
to meet the Pricing Strategy that lowers cost versus competitors’ products, the
marketer may employ such tactics as: quantity discounts, trade-in allowances or
sales volume incentives to distributors.
Strategies based on market dominance: In this scheme, firms are classified based
on their market share or dominance of an industry. Typically there are four types of
market dominance strategies: Leader, Challenger, Follower, and Niche.
Porter generic strategies:Strategy on the dimensions of strategic scope and
strategic strength refers to Porters generic strategy. Strategic scope refers to the
7. 7
market penetration while strategic strength refers to the firm’s sustainable
competitive advantage. The generic strategy framework (porter 1984) comprises two
alternatives each with two alternative scopes. These are Differentiation and low-cost
leadership each with a dimension of Focus-broad or narrow.
Integrated Marketing Strategy: When a company pursues an integrated marketing
strategy, most elements of the marketing strategy must be incorporated. Integration
includes not only the product but also the communications strategy, pricing and
distribution as well as such strategic elements as segmentation and positioning.
Such a strategy may be advisable for companies that face completely globalized
customers along the lines. It also assumes that the way a given industry works is
highly similar paths in country by country.
Product Category Strategy: Possibly the least integrated type of marketing strategy
is the product category strategy. Leverage is gained from competing in the same
category country after country and may come in the form of product technology or
development costs. Selecting the form of product category implies that the company
while staying within that category will consider targeting different segments in each
category or varying the product, advertising and branding according to local market
requirements. Companies competing in the multi-domestic mode are frequently
applying the category strategy and leveraging knowledge across markets without
pursuing standardization. That strategy works best if there are significant differences
across markets and when few segments are present in market after market. Several
traditional multinationals players who had for decades pursued a multi-domestic
marketing approach- tailoring marketing strategies to local market conditions and
assigning management to local management teams have been moving towards the
product category strategy.
Marketing Mix Element Strategy: These strategies pursue expansion along
individual marketing mix elements such as pricing, distribution, place, promotion,
communication and product. They are partially globalized strategies that allow a
company that customize other aspects of its marketing strategy. Although various
types of strategies, advertising strategies and branding strategies. Typically
companies globalize those marketing mix elements that are subject to particular
8. 8
strong logic forces. A company facing strong purchasing logic may globalize its
account management practices or its pricing strategy. Another firm facing strong
information logic will find it important to globalize its communications strategy,
[Porter, 1998].
AFTER SALES SERVICESTRATEGY
After sales service involves a continuous interaction between the service provider
and the customer throughout the post-purchase product life cycle. At the time the
product is sold to the customer, this interaction is formalized bya mutually agreed
warranty or service contract. Urbaniak, (2001) defines after sales service asthose activities that
enhance or facilitate the role and use of the product. (Asugman, et al., 1997) also
defineafter sales service asthose activities inwhich afirm engagesafter purchase of its
product that minimize potential problems related to product use, and maximize the
value of the consumption experience. Past researchers (Ruben, 2012; Saccani,et al .,
2007;Raddats, 2011; Goffin and New, 2001) agree that after sales service is a
marketing strategy that enhance and establish strong and long relationship with
customers, which in long run lead to customer satisfaction, retention and profitability.
PACKAGING STRATEGY
Packaging is a crucial component of the "marketing mix" for a product. It is the "least
expensive formof advertising" and is of particular importance at the point of sale, as
the package is the manufacturer's lastchance to convince the customer to purchase
the product (Sajuyigbeet al , 2013). Packaging is a very importantmarketing
strategy to glamorize product in order to attract the consumers attention. Sometimes
packagingis soimportant that it cost more than the product itself in order to lure the
consumers to buy it (Sajuyigbeet al,2013).Olayinka and Aminu (2006) see
packaging as all activities of designing and producing the container or wrapper for a
9. 9
product. Kottler (2007) defines packagingas all materials products used for the
containment, protection, hard delivery and presentation of goods. Packaging is the
protecting products for distribution,storage, sale and use, packaging also refers to
the process of design evaluation and production of packages.Packaging can be
described as a coordinated system of preparing goods for transport, warehousing
informationand sell. It is fully integrated into government business, institutional,
industry, and personal use (Diana,2005).Sajuyigbeet al , (2013) point out that
packaging is one of the inevitable communication tools thatinfluence buying
behavior and enhance business performance.
Product Strategy: Pursuing a product strategy implies that a company has largely
globalized its product offering. Although the product may not need to be completely
standardized, key aspects or modules may in fact be globalized. Product strategies
require that product use conditions, expected features and required product
functions be largely identical so that few variations or changes are needed.
Companies pursuing a product strategy are interested in leveraging the fact that all
investments for producing and developing a given product have already been made.
Strategies will yield more volume, which will make the original investment easier to
justify, [Barney, 1998].
Promotional strategy: Promotional strategy involves how the company decides on
the use of marketing communication mix elements such as advertising, sales
promotion, public relations, personal selling and direct marketing so that the
company can achieve a better. Advertising is generally associated with the use of
the same brand name across the world. However, a company may want to use
different brand names partly for historic purposes. Many firms have made
acquisitions in other countries resulting in a number of local brands. These local
brands have their own distinctive market and a company may find it
counterproductive to change those names. Instead, the company may want to
leverage a certain theme or advertising approach that may have developed as a
result of some customer research. Advertising themes are most advisable when a
firm may market to customers seeking similar benefits across the world. Once the
10. 10
purchasing reason has been determined as similar, a common theme may be
created to address it.
Composite Marketing Strategy: The above description of the various marketing
models give the distinct impression that companies might be using one or the other
generic strategy exclusively. Reality shows, however that few companies
consistently adhere to only one single strategy. More often companies adopt several
generic strategies and run them in parallel. A company might for one part of its
business follow a brand strategy while at the same time running local brands in other
parts. Many firms are a mixture of different approaches, thus the term composite.
Competitive Marketing Strategies: One of the longest running battles in
competition is the fight for market dominance between Coca-Cola and Pepsi, the
world’s largest soft drink companies. Firms are able to leverage their experience and
market position in one market for the benefit of another. Although firms have superior
resources, they often become inflexible after several successful market entries and
tend to stay with standard approaches when flexibility is called for. In general, the
firms’ strongest local competitors are those who watch firms carefully and learn from
their moves in other countries. With some firms requiring several years before a
product is introduced in all markets, local competitors in some markets can take
advantage of such advance notice by building defenses or launching a pre-emptive
attack on the same segment.
Branding Strategy: Branding strategies consist of using the same brand name,
label, design, logo, or a combination of these on a product, worldwide. Branding
strategies tend to be advisable if the target customers travel across country borders
and will be exposed to products elsewhere.Branding strategies also become
important if target customers are exposed to advertising worldwide. This is often the
case for industrial marketing customers who may read industry and trade journals
from other countries. Interestingly, global branding has become important also for
consumers products where cross-border advertising through international TV
channels has been common, [Achumba, 2000],
11. 11
Segment Strategy: A company that decides to target the same segment in many
countries is following a segment strategy, [Pride and Ferrell, 2002].The company
may develop an understanding of its customer base and leverage that experience
around the world. In both consumers and industrial industries significant knowledge
is accumulated when a company gains in-depth understanding of a niche or
segment. A pure segment strategy will even allow for different products, brands or
advertising although some standardization is expected. The choices may consist of
competing always in the upper or middle segment of a given customer market or for
a particular technical application in an industrial segment. Segment strategies are
relatively new to marketing. The above view is also supported by a number of
scholars such as Miles (2004), Achumba, (2000), Ibidunni, (2004) amongst others.
SMALL SCALE BUSINESS AND ENTREPRENEURIAL DEVELOPMENT
In Nigeria, several attempts have been made to define and classify SMEs and
probably due to differences in policy focus, different government agencies apply
various definitions. For instance, the Centre for Industrial Research and
Development (CIRD) of the ObafemiAwolowo University, Ile-Ife defined Small Scale
Enterprise as an enterprise with a working capital base not exceeding N250,000 and
employing on full time basis, 50 workers or less. The Nigerian Bank for Commerce
and Industry (NBC) (now merged with others institutions to become Bank of Industry)
adopted a definition of small scale business as one with total capital not exceeding
N750,000 (excluding cost of land but including working capital). The Federal Ministry
of industry’s guidelines to NBCL defined a small scale enterprise as one with a total
cost not exceeding N500,000 (excluding cost of land but including working capital).
The Nigerian Industrial Development Bank (NIDB now part of Bank of Industry)
defined small scale enterprise as an enterprise that has investment and working
capital not exceeding N750,000, while it defined medium scale businesses as those
12. 12
operating within the range of N750,000 to N3.O million. In 1979, the Central Bank of
Nigeria (CBN), in its credit guidelines to commercial banks, stated that small scale
enterprises were those with annual turnover not exceeding N500,000, while the
merchant banks were to regard small scale enterprises as those with capital
investment not exceeding N2 million (excluding cost of land) or with maximum
turnover of not more than N5 million.
It is arguable whether these criteria could hold in the present day Nigeria given the
higher operational costs as a result of the continuous-depreciation of the national
currency and the resultant inflationary impacts. A definition that is close to reality of
today is the one adopted by the World Bank. In implementing its programme of $270
million loan assistance to Nigeria’s SMEs, the World Bank defined SMEs as those
with fixed assets (excluding land) plus cost of the investment project not exceeding
N10 million in constant 1988 prices. This definition was adopted by the National
Economic Reconstruction Fund (NERFUND), the agency saddled with the
responsibility of financing SMEs. In the Industrial policy for the country, small scale
industries are defined as those enterprises with total investment of between N10
million excluding the cost of capital but including working capital.
Despite the disparity in the comparative definitions of SMEs, the enterprises are
bounded by some common characteristics. First amongst these features is that
ownership and management are often held by one individual/family and hence
decisions are often subjective. Secondly, SMEs require small capital base in general
regardless of the industry and the country where• they are based. However, they
have difficulty in attracting funds for expansion as a result of which they have to rely
heavily on personal sources. Thirdly, the manager/proprietor hardly can separate his
private funds from the company’s funds and this contributes to the inefficiency and
13. 13
non-performance of many SMEs. Fourthly, most SMEs operate labor-intensive
technology. They find it less easy to shift from one product line to something radically
different. In fact most SMEs tie their objectives more closely to the product line than
to other matters such as the use of capital. In most SMEs, there is less
organizational differentiation, higher employee turnover and higher labour investment
ratio. Finally, the rate of business mortality is high probably due to reasons of low
capital, inadequate market information, lack of appropriate technology and low level
of operation, amongst other factors.
Entrepreneur according to John Schumpeter is ‘’ creative destruction by the
innovator. To Peter Drucker, an entrepreneur is the only one who always searches
for change, respond to it and exploits it as an opportunity. Similarly, Glueek (1980)
defined an entrepreneur as an “individual who creates a new firm and continues to
manage it until it is successful. In a nutshell, an entrepreneur is a person who
identifies business opportunities and organizes the required resources to initiate
successful business activity.
The relevance of SMEs can never be over emphasized especially in a developing
country like Nigeria. In most countries where SMEs are specially promoted by
government, the main expected role of these institutions can be summarized as
follows:
• Supply of potential entrepreneurs
• Creation of employment opportunities
• Mobilization of local resources
• Mitigation of rural urban migration
• Distribution of industrial enterprises
As indicated above, Small and medium Enterprises (SMEs) are primarily expected to
serve as bedrock of supply of promising entrepreneurs who would be ready to take
chance on the exploration of new ideas or favorable market development. They are
expected to assist in further entrepreneurship and skill development. Secondly,
14. 14
SMEs create more jobs per unit of invested capital. In most developing economies,
unemployment is the greatest threat to economic growth and development. Hence,
the proliferation of SMEs could be an antidote to large scale unemployment in these
economies. This could be specially helpful in mitigating the rural urban drift, a
burgeoning socio economic problem in the developing economies. This is because
most of the enterprises in the rural areas are small scale in nature and increased
chances of their survival could spell their greater ability to sustain the rural dwellers.
In addition to the above, the promotion of SMEs is expected to ensure the structural
balance in terms of large and small industrial sectors as well as rural and urban
areas. SMEs are expected to ensure the supply of high quality parts and
components, and intermediate products, thereby minimizing the dependence on
imported raw materials. Thus SMEs would not only encourage indigenous
technology but also promote the establishment of import substitution industries. They
are expected to produce for exports, thereby generating additional foreign exchange
and hence help to strengthen the national currency and the balance of payment
position. Finally, apart from ensuring effective mobilization of resources, SMEs are
expected to ensure better use of scarce financial resources and appropriate
technology through effective marketing strategies.
The study of entrepreneurship reaches back to the work of Richard Cantillon and
Adam Smith in the late 17th and early 18th centuries, but was largely ignored
theoretically until the late 19th and early 20th centuries, [Aaker, 1989]. In the 20th
century, the understanding of entrepreneurship owes much to the work of economist
Joseph Schumpeter in the 1930s and other Austrian economists such as Carl
Menger, Ludwig von Mises and Friedrich von Hayek. In Schumpeter, an
entrepreneur is a person who is willing and able to convert a new idea or invention
into a successful innovation. Entrepreneurship employs what Schumpeter called "the
gale of creative destruction" to replace in whole or in part inferior innovations across
15. 15
markets and industries, simultaneously creating new products including new
business models. In this way, creative destruction is largely responsible for the
dynamism of industries and long-run economic growth, [Kotler, 2006]. The
proposition that entrepreneurship leads to economic growth is an interpretation of the
residual endogenous growth theory andKirzner as such, is hotly debated by
academic in economics. An alternate, description posited by, according to Baunmol,
(1990) suggests that majority of innovations may be much more of incremental
improvement.
Entrepreneurship concept, like other concept has no specific or single definition. It
has been defined in different ways by many authors, according to their
understanding of the view or of the subject matter. For instance, Baumo (1990)
defines entrepreneurship as “a practical creativeness, which combines resources
and opportunities in new ways. It involves the application of personal qualities,
finances and other resources within the environment for the achievement of business
success”. Barro (1997), sees entrepreneurship as the process of using available
capital in any form, for the business endeavors in an open and free market economy
for the sole purpose of making profit and it includes all enterprises in new fields.
Entrepreneurship is the act of being an entrepreneur, which is a French word
meaning "one who undertakes innovations, finance and business acumen in an effort
to transform innovations into economic goods". This may result in new organizations
or may be part of revitalizing mature organizations in response to a perceived
opportunity. The most obvious form of entrepreneurship is that of starting new
businesses (referred as Startup Company); however, in recent years, the term has
been extended to include social and political forms of entrepreneurial activity. When
entrepreneurship is describing activities within a firm or large organization it is
referred to as intra-preneurship and may include corporate venturing, when large
entities spin-off organizations.
Entrepreneur is any person who coordinates other factors of production and bears
the risk of uncertainty by investing his scarce resources in the business venture. He
also takes the managerial decision such as planning, staffing, organizing, developing
and controlling the business organization. A person who is willing to risk his capital
16. 16
and other resources in a new business venture from which he expects substantial
rewards, if not immediately, out in the foreseeable future at least.
Speaking on the economic importance of entrepreneurship, Porter, (1998) quoted
the formal American president, Ronald Reagan, in his speech titled “the greatest
game in town is business” made this statement, “we have lived through the age of
big industry and the age of giant corporation, but I believe that this is the age of the
entrepreneur, the age of the individual; that is where the nation’s prosperity is
coming from and that is where it is going to come from in the future”. Small business
contributes significantly to the economic growth of any country in a number of ways.
Some of which include(i) Employment Generation ;(ii) Conversation of foreign
exchange;(iii) Promotion of effective domestic resource utilization ;(iv) Channel for
maximization of the potential in entrepreneurs ;(v) Equitable distribution of income
and wealth; amongst others.
The entrepreneur is faced with a number of challenges, some of which according to
Baumol, (1990) include (i) Managerial incompetence;(ii)Infrastructural constraints;
(iii) Competition from foreign businesses;(iv) Political instability;(v) Poor
manpowertraining and development; (vi) Financial problems, amongst others.
Empirically, a lot of research work has been carried out on the effects of marketing
strategy such as promotion and market segmentation on the entrepreneurial
development of the economy. Majority of the researches do not focus on the
development of enterprise and this poses a challenge because of the strategic
importance of entrepreneurial sector as it helps in the development of developing
nations. Today, many CEOs of major small businesses are disappointed over
marketing’s inability to produce measurable results. Interestingly, they view their
marketing department as not living up to expectations. Again, fewer marketers today
are rising through the ranks to become CEOs, [Asika and Osuagwu, 1995]. While
companies unabashedly declare their wish to get closer to customers, marketing is
actually losing power to other functions in the enterprise. What happened? How did
marketers lose their influence, and marketing its organizational relevance? More
importantly, how can marketers capture the imagination of CEOs and marketing its
strategic role in the firm? Ironically, while the marketing influence has been
declining, the need for marketing function has been on the increase. However to
17. 17
rescue themselves from the corporate obscurity that comes from responsibility for
implementing tactics, marketers must start driving overall strategic change. They
must help CEOs lead organization-wide transformational initiatives that will be able
to deliver substantial revenue growth and increased profitability.
IMPACTS OF MARKETING STRATEGIES ON SMALL BUSINESS
DEVELOPMENT
Considering the service of small scale outlets to their consumers, it becomes
important and virtually imperative for the marketing strategies to be clearly spelled
for the existing and in tending owners. It is the need for the study to make a viable
and purposeful rectification, so as to clearly identify the impact of marketing
strategies for small scale firms that should be in decision relating to establishment.
The overall marketing strategy of an organization should focus on developing
relationships with customers to understand their needs, and to develop goods,
services, and ideas to meet those needs.
1. The small scale retail outlet adapt to changes in business environment with
strategy formation discount, product line diversification, free gifts and bonuses.
2. Identification of the targets on markets and satisfying the needs of these targets
on markets and satisfying them in the long run.
3. The strategy market activities of the small scale business are based on effective
market segmentation and targeting with differentiated product offering.
4. It helps Small scale retail outlets react adversely to changes in environment.
5. An exchange relation between small scale retail outlets and their environment is
very vital for their survivals.
6. To survival, the small scale business must be responsible and responsive to the
need of her customers.
7. The use of discount, bonus and free gifts are the major incentives for customers
attraction.
8. Offering good quality products to the target market helps small scale business to
survive in long run.
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10. Product differentiation and market segmentation encourages business growth.
11. Product line and product diversification promotes the growth of small business
since business line is highly maintained with these strategies.
12. Market segmentation is the basis for understanding customers needs for
effective targeting, monitoring, positioning, planning, implementation and
assessment of market performance.
Other areas in which marketing strategies have impacted on the small business
development in Nigeria includes:
1. Information Gathering: research potential customers, their needs, and
spending habits in order to understand what sort of product, service, or idea
they wish to buy.
2. Evaluation of Organization Capabilities: decide what your organization can
produce relatively well, and what your organization is not capable of
producing based on the organization's specific strengths and weaknesses.
3. Identify Market Opportunities: research the current market for a product
idea, and look for an opportunity; such as no competition or strong demand.
4. Set Objectives of Marketing Strategy: decide what results need to be
achieved in order to reach the organization's goals; such as a specific
increase in sales, or net profits.
5. Formulate an Action Plan: List the specific steps the organization needs to
take in order to implement the marketing plan, and assign the responsibilities
to specific staff members.
6. Monitor & Evaluate: Study the marketing plan regularly, at least once per
quarter, to track performance against the set objectives.
19. 19
ANALYSIS OF THE STUDY
Small and medium enterprises (SMEs)are the engine of economy growth and development
globally, Nigeria inclusive. By their very nature, SMEs constitute the most viable and
veritable vehicle for self-sustaining industrial development (Oyebamiji, kareem and
Ayeni. 2013).SMEs in developing countries, like Nigeria arestruggling to survive
under intense competitive environments both domestic and international.
Oyebamiji, kareem and Ayeni (2013) discover that Small and Medium Enterprises
(SMEs) in Nigeria have not performed creditably well and hence have not played the
expected vital and vibrant role in the economic growth and development of Nigeria.
They note that the situation has been of great concern to the government, citizenry,
operators, and practitioners. These challenges could be as a result of perceived
ineffective marketing strategy which is having negativeeffect onthe organization’s
performance, product quality, customer satisfaction and profitability. Small and medium
enterprises (SMEs) operators need toprovide a quality product with good packaging
that satisfies customer needs, offering affordable price and engaging in wider
distribution and back itup witheffective promotionstrategy inorder to survive the pressure
from global market competitive environment.
20. 20
CONCLUSION
The study investigates the impact of marketing strategy on small business
development in Nigeria. With the explanatory discourse of the view and perception of
various authors and expects on the concepts relating to marketing strategies and the
impact on the development of small business.Although, other important issues are
still lacking by small business in developing countries.
However, the development of the small businesses guaranteed if the principles and
practice of marketing strategies mentioned above is properly implemented. The
study found that marketing strategies (product, place, price, packaging, and after
sales service) weresignificantly independent and joint predictors of business
performance.
Findings of the paper implies that government should formulate policies that will
encourage, enterprises in adopting marketing strategy by creating awareness
programmers’ to intimate them of the benefits to enterprises. Also, the enterprises
should know that no firm can survive without adequate marketing strategy. The
earlier the enterprises start making marketing the central of their activities, the better
for the enterprise. The workers should be properly inform about marketing and
everything it entails so that they can be making the most of it in their daily operations
because marketing strategies are used to increase sales, launch new products and
generally provide profit for a company (Cyprus 2010).
21. 21
RECOMMENDATION
Based on the findings of this seminar paper, the study provides a few points on how
entrepreneurs could improve their use of marketing strategy:
Marketing communication agencies should implement the use of integrated
marketing communication because it solves most problems and helps the
marketing agencies to improve in their services to their customers.
Small business will need to intensify more effort on marketing their products
either through open market sales or consumer contact (one on one sale) will
improve sales. They could also make use of product display, proper
packaging and branding.
The entrepreneurs should engage in more advertising by making use of the
internet, print, radio, television etc. ensure their clients get reached wherever
they are found. They could improve their use of marketing strategy by making
use of effective sales promotion.
Entrepreneurs should endeavor to always check and review their marketing
strategy on a regular basis. They should engage in a realistic strategy that will
produce result.
Entrepreneurs should be able to understand the need for customer
satisfaction and create niche for the product to sell. Hence, the need of the
consumers should be known before production is done. They should try and
know what their consumers want and make sure that maximum satisfaction is
being derived.
There should be proper training and retraining of personnel. That is, the staff
of the enterprise should be well informed about the use of marketing
strategies to the maximum benefits.
22. 22
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