This document discusses the differences between sales and marketing and why marketing is important for business growth. It defines key marketing terms and outlines the types of marketing functions needed for companies with different product lines and market complexity. The document recommends that companies implement formal marketing processes and structures to properly research new opportunities, develop strategies, and support sales. It warns that a lack of marketing can lead to stagnant revenue, shrinking margins, high turnover, and falling behind competitors in new products.
Sales and Marketing are different. Marketing is to Sales what mass production is to custom manufacturing: a driver of efficiency in product design, manufacturing and commercialization.Keys to achieving Marketing Excellence: mission, organizational structure, components of Marketing and when they should be present and why. Recognizing signs that Marketing is deficient.
This document provides an overview of marketing strategy and planning. It defines strategy and strategic planning, and discusses the differences between strategic and tactical marketing planning. It also outlines the key components of the strategic planning process, including developing a mission statement, conducting environmental analyses, creating objectives and strategies, and developing budgets and short-term plans. Analytical frameworks for strategic analysis like Porter's Five Forces and Ansoff's Product-Market Grid are also summarized.
This document discusses competitive intelligence and benchmarking. It describes competitive intelligence as a permanent process of collecting, accumulating, structuring, and analyzing internal and external data about a company to provide high-level management with information. It lists common competitive intelligence tasks like researching competitors, new clients/markets, technologies, and suppliers. Benchmarking is defined as comparing business processes, quality indicators, client service levels, and company image to competitors and leaders in other industries. The document provides examples of benchmarking types and outlines benchmarking as a multi-step process of defining objectives, identifying benchmarking partners, collecting information, analyzing it, and applying learnings.
The document outlines the key elements of an effective marketing plan, including an outline/table of contents, executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples of each section for a sample marketing plan created for a plastic injection molding company called PlasticMaker Inc., with the goal of increasing sales by 40% over three years through expanding into new territories, hiring sales representatives, and implementing targeted tactics like direct mailing and publicity campaigns.
Marketing management introduction - unit i - EMBA - purbanchal universitySinga Lama
Strategic market management involves analyzing a company's situation, assessing opportunities, identifying target markets, setting goals and strategies, and implementing a timeline and budget. The process includes planning, implementation, and control. Planning involves a SWOT analysis, goal setting, and deciding on the marketing mix. Implementation puts the plan into action through programs, schedules, and product availability. Control compares results to goals and benchmarks to evaluate performance and make adjustments. Strategic market management takes a holistic, integrated approach to create superior customer value.
The document discusses various competitive advantages and strategies used by companies. It defines four types of competitive advantages based on costs and differentiation: costs leadership, differentiation advantage, focus advantage, and combination advantage. It also describes strategies used by different types of market players: market leaders look to constantly advance and defend their position; market challengers may use frontal attacks, flank attacks, or surrounding tactics; market followers look to imitate or adapt leaders' offerings; market nichers focus on defending a small market segment; and outsiders try strategies like harvesting, reorganizing, or integrating to improve their weak position. Specific examples are given of strategies used by companies like Nescafe, Odnoklassniki, and Bionor
Marketing management represents an important functional area of business management efforts for the flow of goods and services from the producers to the consumers. Marketing management is responsible for customer philosophy, an integrated marketing organization, adequate marketing information, strategic orientation, and operational efficiency. The marketing mix, which includes the four P's of price, product, promotion, and place, is a crucial tool in determining a product or brand's offer. Technological changes widely impact marketing activities like communication, distribution, packing, marketing research, and decision-making.
Sales and Marketing are different. Marketing is to Sales what mass production is to custom manufacturing: a driver of efficiency in product design, manufacturing and commercialization.Keys to achieving Marketing Excellence: mission, organizational structure, components of Marketing and when they should be present and why. Recognizing signs that Marketing is deficient.
This document provides an overview of marketing strategy and planning. It defines strategy and strategic planning, and discusses the differences between strategic and tactical marketing planning. It also outlines the key components of the strategic planning process, including developing a mission statement, conducting environmental analyses, creating objectives and strategies, and developing budgets and short-term plans. Analytical frameworks for strategic analysis like Porter's Five Forces and Ansoff's Product-Market Grid are also summarized.
This document discusses competitive intelligence and benchmarking. It describes competitive intelligence as a permanent process of collecting, accumulating, structuring, and analyzing internal and external data about a company to provide high-level management with information. It lists common competitive intelligence tasks like researching competitors, new clients/markets, technologies, and suppliers. Benchmarking is defined as comparing business processes, quality indicators, client service levels, and company image to competitors and leaders in other industries. The document provides examples of benchmarking types and outlines benchmarking as a multi-step process of defining objectives, identifying benchmarking partners, collecting information, analyzing it, and applying learnings.
The document outlines the key elements of an effective marketing plan, including an outline/table of contents, executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples of each section for a sample marketing plan created for a plastic injection molding company called PlasticMaker Inc., with the goal of increasing sales by 40% over three years through expanding into new territories, hiring sales representatives, and implementing targeted tactics like direct mailing and publicity campaigns.
Marketing management introduction - unit i - EMBA - purbanchal universitySinga Lama
Strategic market management involves analyzing a company's situation, assessing opportunities, identifying target markets, setting goals and strategies, and implementing a timeline and budget. The process includes planning, implementation, and control. Planning involves a SWOT analysis, goal setting, and deciding on the marketing mix. Implementation puts the plan into action through programs, schedules, and product availability. Control compares results to goals and benchmarks to evaluate performance and make adjustments. Strategic market management takes a holistic, integrated approach to create superior customer value.
The document discusses various competitive advantages and strategies used by companies. It defines four types of competitive advantages based on costs and differentiation: costs leadership, differentiation advantage, focus advantage, and combination advantage. It also describes strategies used by different types of market players: market leaders look to constantly advance and defend their position; market challengers may use frontal attacks, flank attacks, or surrounding tactics; market followers look to imitate or adapt leaders' offerings; market nichers focus on defending a small market segment; and outsiders try strategies like harvesting, reorganizing, or integrating to improve their weak position. Specific examples are given of strategies used by companies like Nescafe, Odnoklassniki, and Bionor
Marketing management represents an important functional area of business management efforts for the flow of goods and services from the producers to the consumers. Marketing management is responsible for customer philosophy, an integrated marketing organization, adequate marketing information, strategic orientation, and operational efficiency. The marketing mix, which includes the four P's of price, product, promotion, and place, is a crucial tool in determining a product or brand's offer. Technological changes widely impact marketing activities like communication, distribution, packing, marketing research, and decision-making.
This document discusses developing marketing strategies and plans. It covers how marketing affects customer value through a value delivery process. Strategic planning is carried out at different organizational levels, from corporate to business unit levels. A marketing plan should include identifying target markets, analyzing opportunities, and outlining strategies, goals, budgets and controls. It also discusses holistic marketing and how companies can maximize value exploration, creation and delivery by focusing on customers, core competencies, collaborative networks and internal resources.
The document discusses whether advertising is more about strategy or creativity. It outlines four types of advertising based on the marketing paradigm and job of the ad: 1) To entertain for high involvement brands with few competitors. 2) To convince for high involvement brands entering new markets. 3) To attract attention for new brands entering commoditized markets. 4) To remind for low risk, commoditized brands speaking to past users. It argues that great advertising requires both a strong strategy defining the intended message and audience as well as creative execution to effectively communicate the message.
Create a cost-efficient marketing strategy with our content ready Marketing Resource Management PowerPoint Presentation Slides. The marketing effectiveness PowerPoint complete deck includes readymade templates like capture market insights, global market potential graphical & tabular format, survey insights, opportunity analysis, connect with customers, creating customer value & loyalty, purchase stage, moderate effect of customer decision making, medium that influence purchase decision, analysing business situation, consumer market segmentation, build strong brands, create brand equity, brand positioning framework, develop strategic positioning, competitive analysis, shape the marketing offerings, setting product strategy, designing & managing services, develop pricing strategies, communicate the value, marketing reach by channels, introducing new market offerings, new product detailed overview, tapping into global markets etc. The biggest advantage of time optimization presentation deck is that it is fully editable in powerpoint, you can change the color text and font style without any hassle to suit your business needs. Download this visually appealing market research presentation deck to create successful long-term growth. Display detailed awareness with our Marketing Resource Management PowerPoint Presentation Slides. They will appreciate your hands-on approach.
This document discusses various international market entry strategies and methods for companies operating abroad. It covers indirect exporting through agents or distributors; direct exporting; licensing agreements; joint ventures; and foreign direct investment through wholly owned subsidiaries. For each method, it outlines considerations for selection, structure, and management in order to maximize success and minimize risks and challenges.
This document outlines the key elements to include in a marketing plan for a media organization. It discusses conducting a situation analysis using frameworks like SWOT and Porter's Five Forces. The plan should describe the organization, its product, objectives, strategies and tactics. It recommends identifying the target users and their needs. The document provides questions to guide describing each section and stresses the importance of the executive summary, situation analysis, product details, objectives, strategies, tactics and implementation approach.
The presenter has extensive academic and professional experience in marketing. They discuss the evolution of marketing from early production and product concepts to more modern concepts like marketing, societal marketing, and holistic marketing. Digital marketing and customer relationship management are now key in the current era. The presentation covers 8 marketing concepts and philosophies and their differences. It concludes with forming groups to research examples of businesses using these strategies.
The document outlines a marketing strategy proposal for Tonacity, a new home hair coloring product. It includes:
1. An overview of the target market of 4.125 million women in the UK aged 22+ with high incomes who need convenient hair coloring.
2. A proposal to create awareness through billboards, magazine ads, and a mobile-optimized website, and drive customers to purchase through PPC, SEO, social media, and a 4-week TV campaign.
3. The goal of gaining 10% market share within 18 months by reaching 330,000 new users through the campaign.
This document outlines the key elements of an effective marketing plan, including an executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples for each section and concludes with a sample marketing plan for a plastic molding company aiming to increase sales 40% over three years by expanding its sales territory and attracting new customers through various tactics.
The document outlines the key elements of an effective marketing plan, including an executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples of each element. The executive summary should briefly summarize the circumstances and recommendations. The situation analysis describes the company's current position. The objectives state where the company wants to be. The strategies are how the objectives will be achieved and tactics are specific actions that implement the strategies. The budget covers the costs.
This document provides an overview of marketing strategies and tactics for small businesses. It defines marketing as everything done to promote a product or service to potential customers. It emphasizes understanding customers, conducting market research, developing a marketing plan including goals, strategies and tactics. The document discusses branding, positioning, and the marketing communications mix of advertising, sales promotion, public relations and direct marketing. It stresses measuring the results of marketing efforts and provides additional resources for small businesses.
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
If you are worried about launching a product or service to market and you are always worried about market potential, we have complete solution to represent your thoughts with our market potential PowerPoint presentation slides. This Market Potential PPT slide will help you determine ideas to find your potential market and to see demand of the product in current business environment. This presentation template of market potential lets you find out different fundamentals of market and figure out if you are tapping the right market. Analyze market size for a product, market growth, current competition for your product or services, profitability and available different products and consumer types. So, if you are new to market, this template of market potential will allow you to outline different variables like current market for a product, different demographics for market, consumer types, profitability and finally unique values offered by your business. Download this Market Potential presentation slide and prepare the perfect product launch strategy. Instruct the gullible on discerning facts with our Market Potential PowerPoint Presentation Slides. Enlighten them about drawing inferences.
This marketing plan aims to address threats to Zimbabwe Newspapers from changes in the external environment over the next 3-4 years. The plan seeks to maintain the company's position as market leader and increase newspaper sales by 20% in the next four years through various growth and positioning strategies. However, implementation may be affected by limited funding and internal issues like poor marketing intelligence. The plan involves conducting a SWOT analysis, setting objectives to boost sales and market share, and developing marketing strategies and mix decisions. Evaluation and control measures are also outlined.
Hugh Robison has over 20 years of experience in marketing, sales, and business development for consumer products companies. He has a proven track record of developing strategies to grow markets, launching new products, and managing multi-million dollar budgets and teams. His areas of expertise include new product development, account management, marketing, and sales optimization.
This 9-step marketing management plan outlines how to understand the current market, predict future trends, develop appropriate strategies and plans, promote products and services, identify opportunities, set objectives, develop strategies to meet objectives, formulate detailed plans, and implement and control the plan. The 9 steps include understanding the market and customers, predicting size, competitors and future trends, developing products, investments and organizational structure, promoting to customers and the public, identifying growth opportunities, setting measurable objectives, developing targeted strategies, formulating market entry and positioning plans, and implementing with reviews and collaboration.
A marketing plan summarizes what a marketer has learned about the marketplace and outlines how the firm will achieve its marketing objectives over the planning period, usually one year. It contains tactical guidelines and financial allocations for marketing programs. The plan is customer-focused, draws on multiple functions, and is developed as a team to allow continuous revisions in response to changing market conditions. Key components include an executive summary, situational analysis, marketing strategy, financial projections, and implementation controls.
The document discusses key aspects of developing a marketing strategy, including:
1. Defining target markets and understanding customer needs and competitors.
2. Setting specific, measurable marketing objectives.
3. Developing the marketing mix of product, price, place, and promotion strategies.
4. Creating a marketing budget and allocating funds across different promotional activities.
The marketing strategy provides an overall direction for a company's marketing efforts to achieve its goals.
Developing a marketing plan that delivers low budget and high impact marketingChris Houchens
Does your organization have a marketing plan? Or does your current marketing strategy need to be revisited? In this session, marketing speaker Chris Houchens will take you through the essential steps of creating an effective, long-term strategic marketing plan. You will learn what marketing elements get the best ROI and how to maximize the effectiveness and efficiency of any size marketing budget.
Marketing Involvement in New product development Nomanzakir127
The document discusses marketing's role in various stages of new product development. It finds that marketing is:
Very likely involved in product development strategy, test marketing programs, developing ads/promotions for launch, and somewhat likely involved in running the project team and monitoring success. The earliest stage marketing is involved is idea generation through gathering customer input and market research.
The document outlines the new product development process, highlighting the importance of market research. It discusses conducting research to understand customer needs and the market opportunity. Key steps include concept testing prototypes with customers, market testing, and launching the product. Market research is emphasized as critical to new product success and should be an ongoing process to understand how customer needs and the business environment evolves over time.
This document discusses developing marketing strategies and plans. It covers how marketing affects customer value through a value delivery process. Strategic planning is carried out at different organizational levels, from corporate to business unit levels. A marketing plan should include identifying target markets, analyzing opportunities, and outlining strategies, goals, budgets and controls. It also discusses holistic marketing and how companies can maximize value exploration, creation and delivery by focusing on customers, core competencies, collaborative networks and internal resources.
The document discusses whether advertising is more about strategy or creativity. It outlines four types of advertising based on the marketing paradigm and job of the ad: 1) To entertain for high involvement brands with few competitors. 2) To convince for high involvement brands entering new markets. 3) To attract attention for new brands entering commoditized markets. 4) To remind for low risk, commoditized brands speaking to past users. It argues that great advertising requires both a strong strategy defining the intended message and audience as well as creative execution to effectively communicate the message.
Create a cost-efficient marketing strategy with our content ready Marketing Resource Management PowerPoint Presentation Slides. The marketing effectiveness PowerPoint complete deck includes readymade templates like capture market insights, global market potential graphical & tabular format, survey insights, opportunity analysis, connect with customers, creating customer value & loyalty, purchase stage, moderate effect of customer decision making, medium that influence purchase decision, analysing business situation, consumer market segmentation, build strong brands, create brand equity, brand positioning framework, develop strategic positioning, competitive analysis, shape the marketing offerings, setting product strategy, designing & managing services, develop pricing strategies, communicate the value, marketing reach by channels, introducing new market offerings, new product detailed overview, tapping into global markets etc. The biggest advantage of time optimization presentation deck is that it is fully editable in powerpoint, you can change the color text and font style without any hassle to suit your business needs. Download this visually appealing market research presentation deck to create successful long-term growth. Display detailed awareness with our Marketing Resource Management PowerPoint Presentation Slides. They will appreciate your hands-on approach.
This document discusses various international market entry strategies and methods for companies operating abroad. It covers indirect exporting through agents or distributors; direct exporting; licensing agreements; joint ventures; and foreign direct investment through wholly owned subsidiaries. For each method, it outlines considerations for selection, structure, and management in order to maximize success and minimize risks and challenges.
This document outlines the key elements to include in a marketing plan for a media organization. It discusses conducting a situation analysis using frameworks like SWOT and Porter's Five Forces. The plan should describe the organization, its product, objectives, strategies and tactics. It recommends identifying the target users and their needs. The document provides questions to guide describing each section and stresses the importance of the executive summary, situation analysis, product details, objectives, strategies, tactics and implementation approach.
The presenter has extensive academic and professional experience in marketing. They discuss the evolution of marketing from early production and product concepts to more modern concepts like marketing, societal marketing, and holistic marketing. Digital marketing and customer relationship management are now key in the current era. The presentation covers 8 marketing concepts and philosophies and their differences. It concludes with forming groups to research examples of businesses using these strategies.
The document outlines a marketing strategy proposal for Tonacity, a new home hair coloring product. It includes:
1. An overview of the target market of 4.125 million women in the UK aged 22+ with high incomes who need convenient hair coloring.
2. A proposal to create awareness through billboards, magazine ads, and a mobile-optimized website, and drive customers to purchase through PPC, SEO, social media, and a 4-week TV campaign.
3. The goal of gaining 10% market share within 18 months by reaching 330,000 new users through the campaign.
This document outlines the key elements of an effective marketing plan, including an executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples for each section and concludes with a sample marketing plan for a plastic molding company aiming to increase sales 40% over three years by expanding its sales territory and attracting new customers through various tactics.
The document outlines the key elements of an effective marketing plan, including an executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples of each element. The executive summary should briefly summarize the circumstances and recommendations. The situation analysis describes the company's current position. The objectives state where the company wants to be. The strategies are how the objectives will be achieved and tactics are specific actions that implement the strategies. The budget covers the costs.
This document provides an overview of marketing strategies and tactics for small businesses. It defines marketing as everything done to promote a product or service to potential customers. It emphasizes understanding customers, conducting market research, developing a marketing plan including goals, strategies and tactics. The document discusses branding, positioning, and the marketing communications mix of advertising, sales promotion, public relations and direct marketing. It stresses measuring the results of marketing efforts and provides additional resources for small businesses.
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
If you are worried about launching a product or service to market and you are always worried about market potential, we have complete solution to represent your thoughts with our market potential PowerPoint presentation slides. This Market Potential PPT slide will help you determine ideas to find your potential market and to see demand of the product in current business environment. This presentation template of market potential lets you find out different fundamentals of market and figure out if you are tapping the right market. Analyze market size for a product, market growth, current competition for your product or services, profitability and available different products and consumer types. So, if you are new to market, this template of market potential will allow you to outline different variables like current market for a product, different demographics for market, consumer types, profitability and finally unique values offered by your business. Download this Market Potential presentation slide and prepare the perfect product launch strategy. Instruct the gullible on discerning facts with our Market Potential PowerPoint Presentation Slides. Enlighten them about drawing inferences.
This marketing plan aims to address threats to Zimbabwe Newspapers from changes in the external environment over the next 3-4 years. The plan seeks to maintain the company's position as market leader and increase newspaper sales by 20% in the next four years through various growth and positioning strategies. However, implementation may be affected by limited funding and internal issues like poor marketing intelligence. The plan involves conducting a SWOT analysis, setting objectives to boost sales and market share, and developing marketing strategies and mix decisions. Evaluation and control measures are also outlined.
Hugh Robison has over 20 years of experience in marketing, sales, and business development for consumer products companies. He has a proven track record of developing strategies to grow markets, launching new products, and managing multi-million dollar budgets and teams. His areas of expertise include new product development, account management, marketing, and sales optimization.
This 9-step marketing management plan outlines how to understand the current market, predict future trends, develop appropriate strategies and plans, promote products and services, identify opportunities, set objectives, develop strategies to meet objectives, formulate detailed plans, and implement and control the plan. The 9 steps include understanding the market and customers, predicting size, competitors and future trends, developing products, investments and organizational structure, promoting to customers and the public, identifying growth opportunities, setting measurable objectives, developing targeted strategies, formulating market entry and positioning plans, and implementing with reviews and collaboration.
A marketing plan summarizes what a marketer has learned about the marketplace and outlines how the firm will achieve its marketing objectives over the planning period, usually one year. It contains tactical guidelines and financial allocations for marketing programs. The plan is customer-focused, draws on multiple functions, and is developed as a team to allow continuous revisions in response to changing market conditions. Key components include an executive summary, situational analysis, marketing strategy, financial projections, and implementation controls.
The document discusses key aspects of developing a marketing strategy, including:
1. Defining target markets and understanding customer needs and competitors.
2. Setting specific, measurable marketing objectives.
3. Developing the marketing mix of product, price, place, and promotion strategies.
4. Creating a marketing budget and allocating funds across different promotional activities.
The marketing strategy provides an overall direction for a company's marketing efforts to achieve its goals.
Developing a marketing plan that delivers low budget and high impact marketingChris Houchens
Does your organization have a marketing plan? Or does your current marketing strategy need to be revisited? In this session, marketing speaker Chris Houchens will take you through the essential steps of creating an effective, long-term strategic marketing plan. You will learn what marketing elements get the best ROI and how to maximize the effectiveness and efficiency of any size marketing budget.
Marketing Involvement in New product development Nomanzakir127
The document discusses marketing's role in various stages of new product development. It finds that marketing is:
Very likely involved in product development strategy, test marketing programs, developing ads/promotions for launch, and somewhat likely involved in running the project team and monitoring success. The earliest stage marketing is involved is idea generation through gathering customer input and market research.
The document outlines the new product development process, highlighting the importance of market research. It discusses conducting research to understand customer needs and the market opportunity. Key steps include concept testing prototypes with customers, market testing, and launching the product. Market research is emphasized as critical to new product success and should be an ongoing process to understand how customer needs and the business environment evolves over time.
Marketing research is necessary to understand customers, the market environment, and competition. It involves systematically collecting, analyzing, and reporting data to identify opportunities and problems, evaluate marketing actions, and improve understanding of marketing. Marketing research in the startup phase can reveal customer demographics, where the market is located, market size and changes, competitors, and how customers will be reached. Companies need better information about customer needs, the marketing environment, and competitors to make strategic decisions.
Strategic planning involves defining an organization's mission and goals, designing its business portfolio, and developing detailed marketing and departmental plans. It is a key process for identifying opportunities and guiding competitive strategies. The marketing process helps capitalize on opportunities by analyzing markets, selecting target segments, developing the marketing mix, and managing marketing efforts. Key elements include segmentation, target marketing, product positioning, and the "Four Ps" framework. Planning, implementation, control and analysis are core marketing management functions.
This document discusses marketing management and new product development. It begins with an introduction to marketing concepts like the marketing mix and marketing orientations. It then covers developing a marketing plan, including performing a situational analysis, setting objectives and strategies, and creating a budget. Product development stages are also summarized, from idea generation to business analysis. The document emphasizes that the goal of marketing is to understand and satisfy customer needs in a profitable way.
This document provides an overview of key marketing concepts including target markets, branding, positioning, the marketing mix, market growth strategies, and the market research process. It defines marketing as "the process of planning and executing activities to sell goods via an exchange between buyer and seller." The marketing mix refers to the four Ps of product, price, place, and promotion. Market research involves identifying a research problem, developing a research plan, collecting and analyzing data, and presenting findings to reduce risk and improve marketing decisions.
Learn more at www.wdcep.com/business-in-dc/marketing-your-business/
Doing Business 2.0 is an education seminar that features content from the WDCEP's Doing Business in DC publication.
The document discusses the new product development process. It begins with defining products and identifying strategies for obtaining new product ideas. It then outlines the 8 major steps in the new product development process: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy, 5) business analysis, 6) product development, 7) test marketing, and 8) commercialization. It also discusses challenges in new product development such as market uncertainty and reasons why new products often fail.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
The document outlines the key concepts and components of strategic market management. It discusses business strategy, sustainable competitive advantage, strategic business units, and the different concepts in strategic marketing management. The production concept, product concept, selling concept, marketing concept, and holistic marketing concept are explained. Finally, the components of strategic market management are listed as analyzing the current situation, assessing opportunities, identifying target markets, setting goals, developing strategies, creating an implementation timeline, and establishing a marketing budget.
The document discusses the evolution of marketing from a production orientation to a sales orientation to today's market orientation. It outlines key elements of modern marketing, including identifying customer needs and segments, gaining competitive advantages, and aligning all business processes to achieve marketing objectives and maximize performance. Finally, it notes some criticisms of marketing and questions whether its benefits outweigh the costs in different contexts over time.
The document discusses the new product development (NPD) process, which involves systematically bringing a new product or service to market through steps like market research, concept testing, prototype development, market testing, and product launch. NPD is important for businesses to keep up with changes and drive growth. Market research is key to understanding customer needs and ensuring new products are successfully launched. The NPD process requires identifying target markets and opportunities before evaluating competition and determining marketing strategies.
The document discusses building a winning organizational culture focused on customers through a MarketCulture transformation model. It provides examples of companies that underwent transformations to become more customer-centric and drive business growth. The MarketCulture company offers services across four phases to help organizations assess, transform, embed, and continuously monitor their culture shift to a customer-focused MarketCulture mindset.
The document provides guidance on how to write an effective marketing plan in 3 stages:
1) Research and planning to understand customers and opportunities.
2) Developing objectives and strategies to exploit opportunities identified in stage 1.
3) Determining actions, measurements, and controls to implement strategies and track success.
The plan should be a written document that provides direction and is referred to throughout the year.
Joseph Vidmar is a principal consultant with experience in market development, competitive intelligence, strategic planning, and project management. He has a strong track record of developing sales tools and identifying new market opportunities to grow revenues. Some of his services include providing competitive analysis to support sales and development efforts, identifying new market segments, and developing pricing and product strategies. He has worked with companies across various industries, from automation to consumer goods.
The document outlines the strategic planning process which involves defining a mission, setting objectives, and designing a business portfolio. It discusses analyzing current business units using the Boston Consulting Group approach and developing growth strategies such as market penetration, market development, product development, and diversification. Marketing's role in strategic planning includes selecting target consumers through market segmentation, targeting, and positioning. The four P's of the marketing mix are product, price, place, and promotion.
The document provides an overview of marketing essentials including definitions of marketing, successful marketing strategies, reasons for marketing, different marketing philosophies, the marketing mix of 4Ps, customer analysis methods, segmentation, targeting, positioning, and outlines of marketing plans. It discusses maintaining customer loyalty, attracting new customers, and delivering value as reasons for marketing. It also explains various philosophies including production, product, selling, and societal concepts.
Successful strategies sales and marketingStephen Bibby
This document discusses strategies for linking corporate marketing to strategic management models. It covers key marketing concepts like the 4 P's of marketing (product, price, promotion, and place) and tools for segmentation, product lifecycles, and market growth matrices. The document emphasizes understanding customer needs and exceeding their desired satisfaction. It also discusses linking marketing strategies to external factors like national strengths using Porter's Diamond model. The overall goal is to shape marketing strategies that reflect strengths in the competitive environment.
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Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
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- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
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What Marketing Does Your B2B Company Need ?
1. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Sales and Marketing
How They Differ
Why Marketing is Needed to Maximize Growth and Profits
Jocelyne O. McGeever
2. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Sales and Marketing:
How they Differ
3. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Sales is focusedon individual customers &
prospects, one at a time
Marketing is focused on groups of similar
customers and prospects (Markets)
Marketing is about Markets
4. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Sales
Determined by sales
cycle and bonus timing
Typically up to 1 year
Motto: do it now!
Marketing
Determined by market,
product development
and manufacturing scale
up cycles
3 to 10 years
Motto: think it through!
Time Horizons are Different!
5. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Sales
Market-ready products
Marketing
• Market-ready products
• Products under development, testing
or scale up
• Competitors products
• Product concepts
Working On Different Products…
6. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
What is the Value of Marketing?
7. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Marketing is to Selling what
standardized production is to
custom manufacturing: it enables
efficiencies in product design,
manufacturing, promotion and
other business processes.
8. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Marketing enables:
• Sales Efficiency: Sales professionals can sell, not
do market research, product specification or
develop their own communication
• Standard Products, efficiently produced,
competitively priced, suitable for multiple
customers
• Market focus: branding to prepare the ground
for selling, efficient promotion and lead
generation.
9. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Achieving Marketing Excellence
Market Segmentation
10. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Marketing is
the matching of products and services to meet
the needs of defined markets.
Segmentation is defining the markets.
Proper segmentation is the foundation to
serving the market efficiently and profitably
11. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Segmentation Must Enable
Standardization
Members of a market segment must be
similar in their needs and buying behavior
with regards to your products
Segments must have distinct needs and
buying behaviors
Hint: members of the same industry do not necessarily have the same needs and
buying behaviors. Company size, for example, might be a better segmentation.
12. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Achieving Marketing Excellence
Defining the Mission
13. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Marketing’s Mission: Business Growth
Identify, investigate, evaluate opportunities for
growth and their financial impact
Develop alignment of Executive Team
Develop business plan for opportunity
Implement the “Marketing” part of the plan
14. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Two Cases
Company A
Single Market
Single Product Line
Marketing is tactical and
supports Sales.
Company B
Multiple Markets
or Product Lines
Marketing is strategic, focused
on medium and long term
business growth.
15. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Achieving Marketing Excellence
Organizational Structure and Leadership
16. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Two Cases
Company A
Single Market
Single Product Line
Marketing skill set is
communications
Company B
Multiple Markets
or Product Lines
Marketing is strategic and
skill set also includes
general business
(business plans, financials…)
17. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
“With this evolution of the CMO role both within
specific organizations and across industries, the skill
set required to be a successful CMO has also
changed. “Ten years ago, you had CMOs who were
brilliant marketers,” said Pearce (CMO, Del Monte).
“Now, financial acumen has become more
important. The CMOs I interact with are great
consumerists, great marketers, great leaders, and
also have a general management and financial
perspective that I don’t necessarily think existed a
generation ago.””
Succeeding as an Organization's First Chief Marketing Officer , 2011, White
Paper, Spencer Stuart
18. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Marketing’s Mission: Business Growth
Identify, investigate, evaluate opportunities for
growth and their financial impact
Develop alignment of Executive Team
Develop business plan for opportunity
Implement the “Marketing” part of the plan
19. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Two Cases
Company A
Single Market
Single Product Line
Company B
Multiple Markets
or Product Lines
VP- Sales &
Marketing
Marketing
Communications
Sales
President
VP - Marketing VP - Sales
20. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Company A - First
Single Market
Single Product Line
Company A - Next Stage
Multiple Markets
or Product Lines
VP- Sales &
Marketing
Sales
Marketing
Communications
President
VP – Marketing
Marketing
Communications
VP – Sales
21. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Hiring Criteria for Marketing Leader
Option 1
Prioritize knowledge of
industry or technology
over Marketing strength
Option 2
Prioritize Marketing
strength over knowledge
of industry or technology
One Year Later
Strong industry knowledge
Weak Marketing
Strong Marketing
Adequate industry knowledge
22. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Achieving Marketing Excellence
What Marketing? When and Why?
23. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Single
Product
Line
Multiple
Product
Lines
Multiple MarketsSingle Market
1. Marketing Communications
2. Competitive Analysis
1. Marketing Communications
2. Competitive Analysis
3. Market Research
4. Product Management
1. Marketing Communications
2. Competitive Analysis
3. Market Research
4. Market Management
1. Marketing Communications
2. Competitive Analysis
3. Market Research
4. Market Management
5. Product Management
Additional skills needed before expanding outside of current market and product line
24. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Definition of Marketing Terms
25. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Product Management
Accountable for business success of product lines
The Product Manager, as champion of a product
line, insures that it continues to be competitive
and profitable
Manages the “4 Ps”: Product, place, promotion
and price
Product Manager is typically the entry point of
technical employees into Marketing
26. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Market Management
Accountable for business success in specific
markets
The Market Manager drives growth in the
market by assembling compelling offerings
The Market Manager is typically someone
with significant knowledge of the market,
likely more experienced than a Product
Manager.
27. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Market Research
Information gathering and analysis to assess if a
new business venture is a good investment.
Should be undertaken before entering a new
market or new geography, selecting sale or
distribution channels, developing new products,
entering partnerships and making an acquisition.
28. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Market Research: Who does it?
Current Markets
Current
Product
Lines
? ? ? ? ?
No one knows
No one’s responsibility
New Ventures Lose
Money
29. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Marketing Communications
Trade shows
Print and digital advertising
Traditional brochures and websites
Promotional mailing and email marketing
Papers, blogs, presentations
Visual branding through templates
PR
30. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Competitive Analysis
Identifying competitors
Understanding how they compete
Identifying how to compete successfully
Continuously monitoring for changes
Updating before entering a new market or new
geography, selecting sale or distribution channels,
developing new products, entering partnerships and
making an acquisition.
31. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Single
Product
Line
Multiple
Product
Lines
Multiple MarketsSingle Market
1. Marketing Communications
2. Competitive Analysis
1. Marketing Communications
2. Competitive Analysis
3. Market Research
4. Product Management
1. Marketing Communications
2. Competitive Analysis
3. Market Research
4. Market Management
1. Marketing Communications
2. Competitive Analysis
3. Market Research
4. Market Management
5. Product Management
Additional skills needed before expanding outside of current market and product line
32. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Conclusion
Marketing: The Missing Link
33. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Signs that Marketing is Missing
Revenue Flat or Shrinking
Shrinking Margins
Rapid Turn Over of Sales Professionals
34. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Signs that Marketing is Missing
Company Lags in New Product Introductions
Competition
Company
35. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Don’t Blame Sales!
Identifies and vets growth opportunity
Company alignment around
growth opportunity
Develop a plan for
commercial success
Company prepares for
commercial success
Sales team sprints to
successful selling
Marketing
Time
Sales
36. Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
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