Wellcome to Course AI212V
            Industrial Marketing
          Day
          Click1to edit Master subtitle style



...
Introduction
•   Aime of the Course.
•   Examination
•   Individualwork or groupwork in small grops
•   Lectures




7.10....
Examination
1. Written assingment ”
Way I vant to take this course” ½ - 1 page
1 point
2. Outline of marketing plan, inclu...
Use of BILDA
•    
•   Registration at this course
•   To get a BILDA account, go to Mimers Bar at
    Oskars Backe
•    
...
 
              What is marketing
•   Marketing is all the activities that are needed
    to create operate and develop a ...
Four key dimensions of holistic
               marketing
•   Internal marketing
•   Integrated marketing
•   Relationship ...
Examples
•   Time,
Idea, market research, product development,
advertising, sales, after sales ….
•   What the company can...
Market research
•   Present market
•   New markets
•   Market segmentation




7.10.09
Customer
•   Present customer – New customers
•   Persons,
•   Families
•   Industrial
•   Distributors


•   Market segme...
Use of focus

•   Then in real live the marketing managers have
    to combine all this and new dimensions and
    may be ...
Work schedule for marketing plan
•   Developing marketing strategies and plans
•   Capturing marketing insights and perfor...
The marketing plan
•   1 Executive Summary
•   2 .0 Situation Analyses
•   3.0 Marketing Strategy
•   4.0 Financials
•   5...
 
             The marketing plan
•   2 Situation Analyses
•   2.1 Market Summary
•   2.2 SWOT Analysis
•   2.3 Competitio...
The marketing plan
•   3.0 Marketing Strategy
•   3.1 Mission
•   3.2 Marketing Objectives
•   3.3 financial Objectives
• ...
The marketing plan
•   4.0 Financials
•   4.1 Break-Even Analysis
•   4.2 Sales Forecast
•   4.3 Expense Forecast




7.10...
The marketing plan
•   5.0 Controls
•   5.1 Implementation
•   5.2 Marketing Organization
•   5.3 Contingency Planning
•  ...
Chapeter 1.
•   Change or die, Jack Welch CEO General
    Motors
•   Examples Xerox and IKEA
•    
•  “Marketing Managemen...
What is marketed?
•   Goods
•   Services
•   Events
•   Experiences
•   Persons
•   Places
•   Properties
    Organization...
Marketers skill in creating demand
•   Negative demand
•   Nonexistent demand
•   Latent demand
•   Declining demand
•   I...
Different markets
•   Resource markets
•   Manufactures market
•   Intermediary markets
•   Consumer markets
•   Governmen...
Core Marketing concepts
•   Needs,
•   Wants,
•   Demands
•   ---------
•   Target Markets,
•   Positioning,
•   Segmentat...
Core Marketing concepts, cont.
Offerings and Brands
Value and Satisfaction
Marketing channels
Supply Chain
Competition
Mar...
The changing market – Market
               realities
•   Social Forces
•   Consumer capabilities
•   Company Capabilities...
Orientation towards the market
                 place
•   The Production Concept
•   The Product concept
•   The Selling C...
Chapter 2


•   Developing Marketing Strategies and Plans
    Examples


•   Siemens fifth largest spender in research,
  ...
The business process
•   Michael Porter – Value chain
•    
•   Steps
•   Ten market –sensing process
•   The new offering...
Strategic Planning

•   SBU
•    
•   Strategic Business Units
•    
•   SWOT analysis
•    
    BCG Matrix
•7.10.09
Chapter 3

    Market information – Scanning the environment
•    Changes at Macro and micro level
•    Scientific finding...
Sources of information
•   Internal records
•   Sales Information Systems, Example H&M
•   Databases and data mining
•   S...
Macro environment
•   Rosling case on the web
•    
•   The Demographic Development
•   Ethnic, religious and political ch...
Chapter 4
•   Marketing research and preparing forecasts of
    demand
•    
•   Reaching attention of the top management ...
Marketing research - Steps
•   Define problem and research objective
•   Develop a plan
•   Collect information
•   Analyz...
Demand
•   Market potential
•   Demand, what is to be brought at a place
    within a time period at specified promotion
 ...
Demand estimation, 1
•   Measure at lovest level or aggregate level.
•   Build up or divide according to need.
•    
•    ...
Demand estimation, 1
•   Estimate future demand
•   Forecasting methods
•   Trends, with or without seasonal adjustment /
...
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Introduction to International Industrial Marketing course AI212V

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

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Introduction to International Industrial Marketing course AI212V

  1. 1. Wellcome to Course AI212V Industrial Marketing Day Click1to edit Master subtitle style 7.10.09
  2. 2. Introduction • Aime of the Course. • Examination • Individualwork or groupwork in small grops • Lectures 7.10.09
  3. 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. 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. 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. 6. Four key dimensions of holistic marketing • Internal marketing • Integrated marketing • Relationship marketing • Performance marketing • More examples 7.10.09
  7. 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. 8. Market research • Present market • New markets • Market segmentation 7.10.09
  9. 9. Customer • Present customer – New customers • Persons, • Families • Industrial • Distributors • Market segmentation. 7.10.09
  10. 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. 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
  12. 12. The marketing plan • 1 Executive Summary • 2 .0 Situation Analyses • 3.0 Marketing Strategy • 4.0 Financials • 5.0 Controls 7.10.09
  13. 13.   The marketing plan • 2 Situation Analyses • 2.1 Market Summary • 2.2 SWOT Analysis • 2.3 Competition • 2.4 Product offering • 2.5 Keys to success • 2.6 Critical Issues 7.10.09
  14. 14. The marketing plan • 3.0 Marketing Strategy • 3.1 Mission • 3.2 Marketing Objectives • 3.3 financial Objectives • 3.4 Target Markets • 3.5 Positioning • 3.6 Strategies 3.7 Marketing Mix •7.10.09
  15. 15. The marketing plan • 4.0 Financials • 4.1 Break-Even Analysis • 4.2 Sales Forecast • 4.3 Expense Forecast 7.10.09
  16. 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. 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. 18. What is marketed? • Goods • Services • Events • Experiences • Persons • Places • Properties Organizations •7.10.09
  19. 19. Marketers skill in creating demand • Negative demand • Nonexistent demand • Latent demand • Declining demand • Irregular demand • Full demand • Overfull demand Unwholesome demand •7.10.09
  20. 20. Different markets • Resource markets • Manufactures market • Intermediary markets • Consumer markets • Government markets as Government and as owner of business 7.10.09
  21. 21. Core Marketing concepts • Needs, • Wants, • Demands • --------- • Target Markets, • Positioning, • Segmentation 7.10.09
  22. 22. Core Marketing concepts, cont. Offerings and Brands Value and Satisfaction Marketing channels Supply Chain Competition Marketing Environment 7.10.09
  23. 23. The changing market – Market realities • Social Forces • Consumer capabilities • Company Capabilities 7.10.09
  24. 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. 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. 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. 27. Strategic Planning • SBU •   • Strategic Business Units •   • SWOT analysis •   BCG Matrix •7.10.09
  28. 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. 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. 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. 31. Chapter 4 • Marketing research and preparing forecasts of demand •   • Reaching attention of the top management – and create action. 7.10.09
  32. 32. Marketing research - Steps • Define problem and research objective • Develop a plan • Collect information • Analyze information • Present information • Make decision 7.10.09
  33. 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. 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. 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

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