Marketing Training Program
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This document discusses market segmentation and communication. It explains that marketing management aims to find, attract, keep and grow target customers through superior customer value. A company's demand comes from new and repeat customers. Marketing management works to attract new customers and build lasting relationships with current customers. The document outlines the steps in target marketing as market segmentation, market targeting, and market positioning. It also discusses the differences between mass marketing and target marketing, noting that target marketing allows for a more cost effective and impactful approach at creating customer loyalty.
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This presentation focuses on the principles of marketing as the heart of business strategies.Emphasis is on knowledge and understanding for the following:
1. Marketing concept
2. Five P's of marketing
3. Goals of marketing
4. Traditional marketing vs. Contemporary marketing
5. Marketing concept vs. Selling concept
Difference between Marketing and sales
Marketing involves understanding consumer wants, developing products to meet those wants, and determining how to price, promote, and distribute products. The focus is on consumers. Selling involves managing salesforce activities like recruitment, training, and compensation to convert products into cash. The focus is on products. The key difference is that marketing is consumer-oriented and focuses on satisfying consumer needs, while selling is product-oriented and focuses on profit through increasing sales volumes.
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11.2 Marketing a Small Business Introduction Presentation 1
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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
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Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
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Marketing Training Program
- 1. Market Segmentation and Communication Presented By Anoop Suri
- 2. Marketing management is the art and science of choosing target markets and building profitable relationships with them. The marketing manager’s aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value.
- 4. Marketing management is in a way, demand (customer) management. A company’s demand comes from two groups: new customers and repeat customers Marketing management deals with finding ways (1) To attract new customers and offer services to them. (2) To retain current customers and build lasting customer relationships.
- 6. Find Target Market……. - A specific group of consumers at which a company aims its products and services
- 8. Why we need Target Market The better a company is at identifying their potential consumers; the more successful they will be in delivering products and services that are in demand
- 9. Myths about Marketing. Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers should know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably.
- 11. Steps in Target Marketing 1. Market segmentation; dividing a market into distinct groups of buyers with different needs, characteristics or behaviors who might require separate products or marketing mixes. 2. Market targeting; evaluating each market segment’s attractiveness and selecting one or more of the market segments to enter. 3. Market positioning; setting the competitive positioning (difference) for the product and creating a detailed marketing mix.
- 12. How to Determine Target Market
- 15. Mass Marketing
- 16. Where Mass Marketing Helps … • Mass marketing helps in creating a Brand Awareness … Example about the Darin Group Products as a whole. • It helps in creating a Market Base of each Product but as a Part of the Group. • It helps in creating general awareness about the product , but may not affect the immediate sales. • It can be used for creating general opinions and clarifications in cases where situation requires improvement of image. • For outstation or locational information like directional signs , Billboards etc. • Media for mass marketing : TV , Radio, Billboards, etc.
- 17. Where target marketing helps • Individual projects and products , as all of them may have different clientele and require specialized marketing approach. • There is no wastage of efforts and you can have high percentage of conversion. • Provides for a loyal database and personalized product offerings. • Media can be used : Direct Emailers, Flyers, SMS , Magazine advt., Social Media advertisments.
- 18. Benefits of Target Marketing Target Marketing • Cost effective and More Impact • Reaches the Target audience only. Higher Effectiveness. • Creates Loyalty and Increases word of mouth Publicity. • Provides a opportunity to create database of actual or prospective customers. Mass Marketing • Expensive and Lesser Impact • Reaches Mass Clientele and has Lower Effectiveness. • Creates General Awareness , But no Loyalty. • Can not be converted to Database.
- 19. Thank You for your Time…. Detailed Notes in English are available for this course… Those interested may send an email to gm@thekorekmoutain.com