Wellcome to Course AI212V
            Industrial Marketing
          Day
          Click2to edit Master subtitle style



...
The Market
•   How to analyze the market
•   Market segmentation
- Industrial market
-   Consumer market


•   Management ...
Assingment due end of this week
•     Prepare and send by BILDA an outline of your
      marketing plan.


-     Follow th...
Chapter 5
          Creating Customer value,
           satisfaction and loyalty
•   The only value your company ever will...
Customer Perceived Value



Middlemanagement                         Frontline people
           Top management
          ...
Customer Perceived value
•   CPV = Total customer benefit – Total customer cost

•   Customers are more educated and infor...
Customer value analysis
•   1 Major attributes and benefits
•   2 Quantitative scales
•   3 Company vs. competitors´
•   4...
Example Caterpillar vs. Komatsu
•   Buyer under order to buy at lowest price.
•   Buyer will retire before company underst...
Example Volvo


•   The Luxury car that treats life
    like the greatest luxury of all.



7.10.09
Product and Service Quality
•   High quality = (mostly) lower long run cost.


•   Total quality.


•   What is quality?
-...
Customer Lifetime Value
•   CRM, Customer relationship management
•   CPA, Customer profitability analysis
•   Customer po...
CRM
•    CRM, Customer relationship management
Database gimmick or useful tool in marketing?


One to one marketing
1.   I...
Customer Databases




•   Downside of Database Marketing and CRM
- Implementing before a customer strategy
- Rolling out ...
Chapter 6
          Analyzing consumer markets
•   Customer needs




7.10.09
Chapter 7
          Analyzing business markets
•   Industrial markets
•   Middle men markets
•   Government markets


•   ...
Industrial Market –Buyer
roduction
Service
  Sales             organization
                                  CEO

       ...
Buyer situations -..
-   Buyers organization vs. what is brought.
-   Multiple influences, Multiple decisions
-   Multipel...
Buyer situations -..
•   Rebuy - straight
•   Modified rebuy
•   New – components
    –   Supplies
    –   Equipment
    –...
Sales vs. Buying
•   Most industrial goods (components .. Etc) are
    not sold – they are brought.


- Designers' in prod...
Buyer situations -..
•   Risk reduction for industrial customers


-   Multiple production plants
-   Strong financial pos...
7.10.09
Chapter 8
     Market segmentation and targets
•     Flexile market offerings
•     Niche Marketing
•     Local
•     Indi...
Market segmentation and targets
            Business markets
Demographic,
       -   Industry - Company size - Location


...
Segmentation creteria
•   1. Measurable
•   2. Substantial
•   3. Accessible
•   4. Differentiable
•   5.Actionable



7.1...
Chapter 11
          Dealing with competition
•   Look at example Progressive Insurance.


•   How are the competitors?
• ...
Competitive Forces
•   Intense segment rivalry
•   New entrants
•   Substitute products
•   Buyer´s growing power
•   Supp...
Competitive strategies
•   Market leaders
•   Challenger
•   Follower
•   Nich




7.10.09
Chapter 12
          Setting product Strategy
•   Jump to 4- P:s and then return




7.10.09
4 – P:s
•    What the company control´s =
    The Marketing Mix


•    Product, Chapter 12, 13
•    Price, Chapter 14
•   ...
4 – P:s, strategies and
               management
•   The strategies of the 4-P:s require that all
    alternatives of the...
• Prepare and send by BILDA an outline of your
  marketing plan.

- Follow the hints in the textbook.
- Maximum members if...
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The Market

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International Industrial Marketing lecture in NTUU KPI by Carl-Axel Engdahl. Course AI212V.

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The Market

  1. 1. Wellcome to Course AI212V Industrial Marketing Day Click2to edit Master subtitle style 7.10.09
  2. 2. The Market • How to analyze the market • Market segmentation - Industrial market - Consumer market • Management of marketing, - Relations to customers Building new relations in a competitive market -7.10.09
  3. 3. Assingment due end of this week • Prepare and send by BILDA an outline of your marketing plan. - Follow the hints in the textbook. - Maximum members if groupwork, 3 students. - Not later then the 12 of June, please. 7.10.09
  4. 4. Chapter 5 Creating Customer value, satisfaction and loyalty • The only value your company ever will create is the value that comes from customers. • Without customers, you don´t have a business. 7.10.09
  5. 5. Customer Perceived Value Middlemanagement Frontline people Top management Customers Top management Customers rontline people Middle management 7.10.09
  6. 6. Customer Perceived value • CPV = Total customer benefit – Total customer cost • Customers are more educated and informed than ever, and they have the tools to verify companies' claims and seek out superior alternatives. 7.10.09
  7. 7. Customer value analysis • 1 Major attributes and benefits • 2 Quantitative scales • 3 Company vs. competitors´ • 4 Examine customers in different segments - • 5 Monitor value over time 7.10.09
  8. 8. Example Caterpillar vs. Komatsu • Buyer under order to buy at lowest price. • Buyer will retire before company understand Komatsu is more expensive to operate. • Buyer is a friend of Komatsu sales person. 7.10.09
  9. 9. Example Volvo • The Luxury car that treats life like the greatest luxury of all. 7.10.09
  10. 10. Product and Service Quality • High quality = (mostly) lower long run cost. • Total quality. • What is quality? - Highest technical performance - Same as last time. 7.10.09
  11. 11. Customer Lifetime Value • CRM, Customer relationship management • CPA, Customer profitability analysis • Customer portfolios • CLV, Customer lifetime value • CLV = sum over time (p-c)/(1+i)t S- AC 7.10.09
  12. 12. CRM • CRM, Customer relationship management Database gimmick or useful tool in marketing? One to one marketing 1. Identify 2. Differentiate 3. Interact Customize 7.10.09 4.
  13. 13. Customer Databases • Downside of Database Marketing and CRM - Implementing before a customer strategy - Rolling out before changing organization - Assuming more CRM technology is better -7.10.09 Stalking, not wooing , customers
  14. 14. Chapter 6 Analyzing consumer markets • Customer needs 7.10.09
  15. 15. Chapter 7 Analyzing business markets • Industrial markets • Middle men markets • Government markets • Business organizations do not only sell; the also buy… - Raw materials - Supplies 7.10.09
  16. 16. Industrial Market –Buyer roduction Service Sales organization CEO CEO Pproduct Produc Product C A tB 7.10.09
  17. 17. Buyer situations -.. - Buyers organization vs. what is brought. - Multiple influences, Multiple decisions - Multipel calls - Derived demand - Inelastic demand - Fluctuating demand - Geographically locations Direct buying -7.10.09
  18. 18. Buyer situations -.. • Rebuy - straight • Modified rebuy • New – components – Supplies – Equipment – Plant – Services 7.10.09
  19. 19. Sales vs. Buying • Most industrial goods (components .. Etc) are not sold – they are brought. - Designers' in product development are looking for solutions that … Openings for new supplier – when presnt supplier can´t deliver – help the customer to continue operations. 7.10.09
  20. 20. Buyer situations -.. • Risk reduction for industrial customers - Multiple production plants - Strong financial position and strong owners - Reliable supply chain and service organization 7.10.09
  21. 21. 7.10.09
  22. 22. Chapter 8 Market segmentation and targets • Flexile market offerings • Niche Marketing • Local • Individual • Bases for segmentation - Geography - Demographic - Psychographic 7.10.09
  23. 23. Market segmentation and targets Business markets Demographic, - Industry - Company size - Location Operating Variables - Technology, User status, Customer capabilities • Purchasing Approaches - Purchasing – function organization, - Power structure, Existing relationship, Purchasing policy, Purchasing criteria. 7.10.09
  24. 24. Segmentation creteria • 1. Measurable • 2. Substantial • 3. Accessible • 4. Differentiable • 5.Actionable 7.10.09
  25. 25. Chapter 11 Dealing with competition • Look at example Progressive Insurance. • How are the competitors? • SWOT • Is it possible to expand the market? • Challenge market leader or not? • Can followers compete? 7.10.09
  26. 26. Competitive Forces • Intense segment rivalry • New entrants • Substitute products • Buyer´s growing power • Supplier´s growing power 7.10.09
  27. 27. Competitive strategies • Market leaders • Challenger • Follower • Nich 7.10.09
  28. 28. Chapter 12 Setting product Strategy • Jump to 4- P:s and then return 7.10.09
  29. 29. 4 – P:s • What the company control´s = The Marketing Mix • Product, Chapter 12, 13 • Price, Chapter 14 • Place , Chapter 15, 16 • Promotion, Chapter 17, 18 and 19 7.10.09
  30. 30. 4 – P:s, strategies and management • The strategies of the 4-P:s require that all alternatives of the 4:Ps are undertaken with the interdependence between them aimed to attract the customers in the selected customer segment or segments. 7.10.09
  31. 31. • Prepare and send by BILDA an outline of your marketing plan. - Follow the hints in the textbook. - Maximum members if groupwork, 3 students. - Not later then the 12 of June, please. 7.10.09

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