Contemporary philippine arts from the regions_PPT_Module_12 [Autosaved] (1).pptx
Introduction to International Industrial Marketing course AI212V
1. Wellcome to Course AI212V
Industrial Marketing
Day
Click1to edit Master subtitle style
7.10.09
2. Introduction
• Aime of the Course.
• Examination
• Individualwork or groupwork in small grops
• Lectures
7.10.09
3. Examination
1. Written assingment ”
Way I vant to take this course” ½ - 1 page
1 point
2. Outline of marketing plan, including product
and/or service presentation and market
segment. 2-3 pages.
2 points.
3. Marketing plan (complete) 10 – 15 pages 3
7.10.09
4. Use of BILDA
•
• Registration at this course
• To get a BILDA account, go to Mimers Bar at
Oskars Backe
•
• Use BILDA for comments, questions and
delivery or assignments
•
7.10.09
5. What is marketing
• Marketing is all the activities that are needed
to create operate and develop a company that
is able to survive and generate a profit for its
stakeholders. – and …
• All the marketing activities can be listed in
different order according to different
objectives
• Examples
7.10.09
6. Four key dimensions of holistic
marketing
• Internal marketing
• Integrated marketing
• Relationship marketing
• Performance marketing
• More examples
7.10.09
7. Examples
• Time,
Idea, market research, product development,
advertising, sales, after sales ….
• What the company can control
Un controllable, Environment - economic, legal,
geography, religion, weather ….
Controllable, 4-Ps, Product, Place, Promotion,
Price.
7.10.09
8. Market research
• Present market
• New markets
• Market segmentation
7.10.09
10. Use of focus
• Then in real live the marketing managers have
to combine all this and new dimensions and
may be omit others that don’t support the
present task.
7.10.09
11. Work schedule for marketing plan
• Developing marketing strategies and plans
• Capturing marketing insights and performance
• Connecting with customers
• Building strong brands
• Shaping the market offerings
• Delivering and communicating value
• Creating successful long-term growth
7.10.09
15. The marketing plan
• 4.0 Financials
• 4.1 Break-Even Analysis
• 4.2 Sales Forecast
• 4.3 Expense Forecast
7.10.09
16. The marketing plan
• 5.0 Controls
• 5.1 Implementation
• 5.2 Marketing Organization
• 5.3 Contingency Planning
•
• This course will motivate you to learn how to
write a marketing plan.
7.10.09
17. Chapeter 1.
• Change or die, Jack Welch CEO General
Motors
• Examples Xerox and IKEA
•
• “Marketing Management as the art and
science of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.”
7.10.09
18. What is marketed?
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties
Organizations
•7.10.09
20. Different markets
• Resource markets
• Manufactures market
• Intermediary markets
• Consumer markets
• Government markets as Government and as
owner of business
7.10.09
22. Core Marketing concepts, cont.
Offerings and Brands
Value and Satisfaction
Marketing channels
Supply Chain
Competition
Marketing Environment
7.10.09
23. The changing market – Market
realities
• Social Forces
• Consumer capabilities
• Company Capabilities
7.10.09
24. Orientation towards the market
place
• The Production Concept
• The Product concept
• The Selling Concept
• The Marketing Concept
• The Holistic Marketing Concept
• The Relationship Marketing
Integrated marketing
•7.10.09
25. Chapter 2
• Developing Marketing Strategies and Plans
Examples
• Siemens fifth largest spender in research,
2005
•
• Cisco from 20 to 3 ASIC suppliers.
7.10.09
26. The business process
• Michael Porter – Value chain
•
• Steps
• Ten market –sensing process
• The new offering realization process
• The customer acquisition process
• The customer relationship management
process
7.10.09
27. Strategic Planning
• SBU
•
• Strategic Business Units
•
• SWOT analysis
•
BCG Matrix
•7.10.09
28. Chapter 3
Market information – Scanning the environment
• Changes at Macro and micro level
• Scientific findings
• Social changes
•
• Individual customer changes
7.10.09
29. Sources of information
• Internal records
• Sales Information Systems, Example H&M
• Databases and data mining
• Sales people’s reports
• Service peoples reports
• A C Nielsen Company
7.10.09
30. Macro environment
• Rosling case on the web
•
• The Demographic Development
• Ethnic, religious and political changes.
• Household, single, family, no of children etc.
• Economic, income distribution savings and
debt ratio.
•
7.10.09
31. Chapter 4
• Marketing research and preparing forecasts of
demand
•
• Reaching attention of the top management –
and create action.
7.10.09
32. Marketing research - Steps
• Define problem and research objective
• Develop a plan
• Collect information
• Analyze information
• Present information
• Make decision
7.10.09
33. Demand
• Market potential
• Demand, what is to be brought at a place
within a time period at specified promotion
and price level. And specified macroeconomic
and weather conditions, etc…
•
• Demand
• Total market
7.10.09
•
34. Demand estimation, 1
• Measure at lovest level or aggregate level.
• Build up or divide according to need.
•
•
• Market development according to the S –
curve
7.10.09
35. Demand estimation, 1
• Estimate future demand
• Forecasting methods
• Trends, with or without seasonal adjustment /
Past sales method
• Analogies, products or markets
• Multiple correlation methods
•
• Survey of Buyer intentions
7.10.09