The document provides an overview of marketing concepts and strategic planning. It discusses key marketing definitions including the functions of marketing and marketing concepts. It also outlines the steps in strategic planning including analyzing a company's product portfolio to understand conditions like question marks, stars, cash cows, and dogs. The presentation aims to educate on fundamental marketing and strategic planning principles.

1. Marketing Presentation

2.  Part I : Marketing concepts
 What is Marketing?
 Which are the functions of Marketing ?
 What are the concepts ?
 Part II : Strategic Planning
 What is Strategic Planning ?
 How many steps in the process?
 Why do we have to analyze the portfolio ?
Ask and answer

3. Back
 What is Marketing ?
 Social and managerial process
 Individuals and companies
create & exchange products &
value
Philip Kotler

4. Ba
ck
 What are the functions ?
2 basic functions :
 Keep current customers
 Maintain same quality
 Maintain same value
 Maintain same service.
 Attract new customers
 Provide added value
 Introduce new features
 Price discounts

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ck
 What are the marketing concepts ?
 Production : production & distribution
 Product : product improvement
 Selling : selling and promotion
 Marketing : customer’s needs
 Society Marketing : customer’s needs & society

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ck
 Marketing Concept
 Meeting and exceeding customer needs
 Customer orientation
 Integrated effort
 Goal achievement

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ck
Figure 1 Production orientation
Production Manufacture
Manufacture Aggressive
capabilities product
product sales effort Customers
Figure 2 Marketing orientation
Customer Potential Market
Potential Market Marketing Products
needs opportunities
opportunities And services
Customers

8. Ba
ck
 What is Strategic Planning?

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ck
 How many steps? What are they?
 Define Mission and Purpose
 Decide business portfolio, products and how
much support to give each one.
 Renew its search for purpose when the co. is
drifting (What: biz ? Who: cus. ? What: value to
cus. ?)
 Create specific, realistic, motivating mission
statement.

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ck
 Why do we need to analyze the portfolio?
 Know the real condition of each product to
have the right strategy
 Question mark : Still in the test
 Star : Growing fast
 Cash cow : Maturity stage
 Dog : Declining market

11. Ba
ck
Thank you for your listening!
See you next time.
Good luck with your presentations

12. Ba
Ask &Answer
ck
- A product is called a question mark when it is still in the test
market . We don't know if it will be accepted by the market .
Finance is spent heavily on advertising .
- A product is called a star when it is growing fast on the market .
The product is being sold well and it generates a good profit .
- A product is called a cash cow when it is in the maturity stage . It
has a high share of a declining market .
The product is still milked into cash . The profit is then invested in
research programs to turn out new products
- A product is called a dog when it is in the declining market . The
product is dying and it can't be sold on the market . It has a low
market share within a market with low growth .

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ck
Will the conglomeration continue into the
next century ?
 Yes , because more people will do things
bigger and bigger

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ck
What will you see as the dangers of
diversification ?
If we diversify our business, the potential of our
focus will be weakened.
Instead of working on one product, we deal
with buying and selling on more products.

15. Ba
ck
Why do Japanese companies become
famous in the world ?
1 They choose the right market to enter .
2 They expand the market share .
3 They protect the market share .
4 They make profits only after standing firmly
in the market for 5 or 10 years .

16. Ba
ck
Why do we need to make a SWOT analysis?
To see how to develop in the future .
Careful analysis of the market may suggest
the ways in which a business may grow in the
future