Wellcome to Course AI212V
            Industrial Marketing
          Click to edit Master subtitle style
                 ...
Management of 4 p:s
•   Kotler chapters 5, 12 – 19


•   CRM marketing as input form management
    decisions.




7.10.09
Chapter 12
               Product strategy
•   Product is a key in the market offering.
•   Market leaders generally offer...
Product classification
DURABILITY       CONSUMER      INDUSTRIAL
Nondurable       Convenience   Rawmaterial, supplies
    ...
Product differentiation
•   FORM, size, shape, color, …
•   FEATURES, extra functions, multi usages, …
•   CUSTOMAIZON
•  ...
SERVICE DIFFERENTATION
•   Ordering
•   Delivery
•   Installation
•   Customer training
•   Consulting
•   (Finance)
•   M...
Product portfolio
•   Need family
•   Product family
•   Product class
•   Product line
•   Product type
•   Item
•  Speci...
Branding
•   Brand and company name the same
•   Single brand different from company's name
•   Multiple brands




7.10.09
Packaging
•   No package


•   Consumer package


•   Industrial package


•   Protection, information/sales, use of
7.10....
Guarantees
•   Supply service instead of product 24h-365d
•   Rent of equipment during repair
•   Spare parts within 48, 2...
Management of service
•   1. Listening
•   2. Reliability
•   3. Basic service
•   4 Service design
•   5 Recovery
•   6 S...
Chapter 14
               Pricing strategies
•   Both competitive tool and income


•   Don’t let sales person set price
•...
Economy of price and production
                 cost
•   Cost calculation
•   Breakeven analysis
•   Budget and market re...
7.10.09
Trolles formula
•   Change in volume without change in
    contribution (TB) = NEW Volume        
•     Present volume = 1...
Chapter 15
Designing and managing integrated
•Single orMarketing Channels
          multi layer channels
•   Multi brands ...
Cost per transaction

                                                       Sales
                                       ...
Cost of transaction
•   Selling cost
                             Representative




                                    M...
Brick and click
•   Pure click


•   Combinations




7.10.09
Promotion Chapter 17
       Marketing communication
•   Communication two way – but one way most
    …
•   Steps
1 Adverti...
7.10.09
Communication model
AIDA s

  SENDER
  SENDER       Coding   Message
                         Media    Decoding   RECIVER
...
Communication budget
•   Affordable
•   % of sales
•   As competitor
•   Objective




7.10.09
Marketing mix and measurement
•   Marketing mix and coordinantion
•   Allocation of sales budget


•   Measurement
•   Par...
Chapter 18
    Managing mass communication
•   Timing
•   Selection of media
•   Response to competitor


•   Noise level
...
Chapter 19
      Direct sales - Personal selling
•   Mail order – internet
•   Catalog
•   Telemarketing – mobile marketin...
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International Industrial Marketing course AI212V. Day 3

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

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International Industrial Marketing course AI212V. Day 3

  1. 1. Wellcome to Course AI212V Industrial Marketing Click to edit Master subtitle style Day 3 7.10.09
  2. 2. Management of 4 p:s • Kotler chapters 5, 12 – 19 • CRM marketing as input form management decisions. 7.10.09
  3. 3. Chapter 12 Product strategy • Product is a key in the market offering. • Market leaders generally offer products ans services of superior quality that provide unsurpassed customer value. • Core product • Basic product • Expected product 7.10.09
  4. 4. Product classification DURABILITY CONSUMER INDUSTRIAL Nondurable Convenience Rawmaterial, supplies Shopping Parts, components Durable Specialty Capital items Unsought Plants, large machinery Services Services Business services 7.10.09
  5. 5. Product differentiation • FORM, size, shape, color, … • FEATURES, extra functions, multi usages, … • CUSTOMAIZON • PERFORMANCE QUALITY 7.10.09
  6. 6. SERVICE DIFFERENTATION • Ordering • Delivery • Installation • Customer training • Consulting • (Finance) • Maintenance and repair Return /Test usage •7.10.09
  7. 7. Product portfolio • Need family • Product family • Product class • Product line • Product type • Item • Specialized items or everything for the customer selected? 7.10.09
  8. 8. Branding • Brand and company name the same • Single brand different from company's name • Multiple brands 7.10.09
  9. 9. Packaging • No package • Consumer package • Industrial package • Protection, information/sales, use of 7.10.09
  10. 10. Guarantees • Supply service instead of product 24h-365d • Rent of equipment during repair • Spare parts within 48, 24 or 12 h? • Repair, within … • See General Electric 700.000 response cards/year 7.10.09
  11. 11. Management of service • 1. Listening • 2. Reliability • 3. Basic service • 4 Service design • 5 Recovery • 6 Surprising customers • 7 Fair play 8 Teamwork •7.10.09
  12. 12. Chapter 14 Pricing strategies • Both competitive tool and income • Don’t let sales person set price • Pricing strategies • Skimming price • Penetrating price • Extras – free or as the important TB generator? 7.10.09
  13. 13. Economy of price and production cost • Cost calculation • Breakeven analysis • Budget and market response • Discounts ? • Price adjustments + or – Trolles matrix •7.10.09
  14. 14. 7.10.09
  15. 15. Trolles formula • Change in volume without change in contribution (TB) = NEW Volume         •   Present volume = 100       • Present TB in %   10 20 30 40                • Price change 20     33 50 60 66,6 • in % of cost • 10     50 66,6 75 80   7.10.09
  16. 16. Chapter 15 Designing and managing integrated •Single orMarketing Channels multi layer channels • Multi brands or same brand in channels • Function/role of channels – transport in time and room, finance, risk, communication. • Functions allocated to channels – Hybrid ch. 7.10.09 • Customer desire
  17. 17. Cost per transaction Sales force Partner Distributors Retailstores Telemarketing Inter net 7.10.09
  18. 18. Cost of transaction • Selling cost Representative Manufactures Level of sales 7.10.09
  19. 19. Brick and click • Pure click • Combinations 7.10.09
  20. 20. Promotion Chapter 17 Marketing communication • Communication two way – but one way most … • Steps 1 Advertising 2 SP, Sales Promotion 3 Events, experiences 4 PR, Public Relations 5 Direct marketing 7.10.09
  21. 21. 7.10.09
  22. 22. Communication model AIDA s SENDER SENDER Coding Message Media Decoding RECIVER Noise Feedback 7.10.09
  23. 23. Communication budget • Affordable • % of sales • As competitor • Objective 7.10.09
  24. 24. Marketing mix and measurement • Marketing mix and coordinantion • Allocation of sales budget • Measurement • Part of marketing research 7.10.09
  25. 25. Chapter 18 Managing mass communication • Timing • Selection of media • Response to competitor • Noise level • Product live cycle and argument in communication 7.10.09
  26. 26. Chapter 19 Direct sales - Personal selling • Mail order – internet • Catalog • Telemarketing – mobile marketing • Sales force – in retail shops, in the street, knocking on the doors etc. Industrial sales force 7.10.09

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