Description
Please find attached marketing ppt basis on philip kotler 14th edition.
Marketing
? Barter Economy. ? Money Economy. ? Industrial Economy. ? Competition Economy.
Marketing
? Is a process by which individuals or groups of people obtain what they want by creating , offering & freely exchanging products & services of value with others.
Form of Offerings
? ? ? ? ? ? ? ? ? ? Goods. Services. Organizations. People. Places. Properties. Events. Experiences. Ideas. Information.
Core Marketing Concepts
? ? ? ? ? ? Target Segments. Marketers & Prospect. Needs, Wants & Demand. Product or Offering. Value & Satisfaction. Exchange & Transaction.
Marketing Concepts
? ? ? ? Production Concept. Product Concept. Selling Concept. Marketing Concept. Target Market. Needs. Integrated Marketing. Profitability. ? Social Marketing Concept.
Difference between Selling & Marketing
? ? ? ? Selling Starts with Seller. Views Business as goods producing business. Sellers convenience for marketing mix. Sellers motives determine marketing communications. Emphasis on existing Technology. Costs determine price. Selling views customer as last link. Production is central function. ? ? ? ? Marketing Starts with buyer. Views Business as Customer satisfying process. Buyers determine shape of marketing mix. Marketing communications communicate benefits provided by product. Emphasis on Innovation. Consumers determine price, price determine costs. Marketing views customer the very purpose of business. Marketing is central function.
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? ?
? ?
?
?
?
Product Life Cycle
Introduction PRODUCT Lines PRICE Place PROMOTION High Quality Narrow Skimming / Penetration Extensive High Growth Improve Broad Reduce Shakeo ut Hold Hold Reduce Maturity Conc. On Features Hold Reduce Increase High Decline No Change Reduce Reduce Hold Reduce
Consolidate Hold High High
Boston Consulting Group (BCG) Matrix
? What is BCG Matrix ? A simple tool for assessing a company's position relative to others in terms of its product range. It is a 2x2 matrix plotting market share against market growth.
Why use BCG Matrix?
? The BCG matrix helps a company think about the portfolio of products and services which it offers and make decisions about which it should keep, which it should let go and which it should invest further in.
The 2 dimensions
? Market Share ? Market Growth
± The basic idea behind it is that the bigger the market share a product has or the faster the product's market grows the better it is for the company.
The diagram
Stars
? High growth, high market share ? Use large amounts of cash and are leaders in the business so they should also generate large amounts of cash. ? Frequently roughly in balance on net cash flow. However if needed any attempt should be made to hold share, because the rewards will be a cash cow if market share is kept.
Cash Cows
? Low growth, high market share ? Profits and cash generation should be high, and because of the low growth, investments needed should be low. Keep profits high. ? Foundation of a company.
Dogs
? Low growth, low market share ? Avoid and minimize the number of dogs in a company. ? Beware of expensive µturn around plans¶. ? Deliver cash, otherwise liquidate.
Question Marks
? High growth, low market share ? Have the worst cash characteristics of all, because high demands and low returns due to low market share. ? If nothing is done to change the market share, question marks will simply absorb great amounts of cash and later, as the growth stops, a dog. ? Either invest heavily or sell off or invest nothing and generate whatever cash it can.
Limitations of the Boston Consulting Group Matrix
? Old matrix ? High market share is not the only success factor. ? Market growth is not the only indicator for attractiveness of a market.
Market Segmentation
is a process by which market is divided into distinct subsets of customers with similar needs, who respond in a similar way to product offerings & marketing programs.
Target Marketing
Evaluating the attractiveness of different segments with its capabilities to choose which segment it will serve.
Positioning
Is differentiating firms products & services from competitors in a given product category.
Why Market Segmentation ?
? Customers have different needs. ? Different Benefits. ? Different Usages.
Benefits Of Market Segmentation
? New Product Development. ? Designing of Marketing Programs. ? Allocation of Marketing Resources.
Levels Of Market Segmentation
? ? ? ? Segment Marketing. Niche Marketing. Local Marketing. Individual Marketing.
Market Segmentation Procedure.
? Survey Stage. ? Analysis Stage. ? Profiling Stage.
Descriptors
Age Sex Household Life Cycle Income Occupation Events Race & Origin Geography Company Age Company Size Geodemographic Y Consumer Y Y Y Y Y Y Y Y Y Y Y Industrial Y Y
Descriptors
Consumer Product Related Product Usage Loyalty Purchase predisposition Purchase Influence Present Customers General Behavioral Lifestyle Social Class Interests Purchasing Structure Buying Situation Y Y Y Y Y Y Y Y Y Y Y Y Industrial
Lifestyle
? ? ? ? ? ? ? ? ? ? Prestige Buyer Value Shopper Pretender Trusting Patron Bargain Hunter Fulfillers Achievers Experiencers Believers Strugglers
Positioning
? Physical ? Perceptual
Steps in Positioning Process
1. Identify relevant set of competitive products. 2. Identify Determinant Attributes. 3. Collect Data about customers perception for products in competitive set. 4. Analyze current positions of products in competitive set. 5. Determine customers most preferred attributes. 6. Examine the fit between preferences of market segments & current position of product. 7. Select positioning or repositioning strategy.
doc_780944820.ppt
Please find attached marketing ppt basis on philip kotler 14th edition.
Marketing
? Barter Economy. ? Money Economy. ? Industrial Economy. ? Competition Economy.
Marketing
? Is a process by which individuals or groups of people obtain what they want by creating , offering & freely exchanging products & services of value with others.
Form of Offerings
? ? ? ? ? ? ? ? ? ? Goods. Services. Organizations. People. Places. Properties. Events. Experiences. Ideas. Information.
Core Marketing Concepts
? ? ? ? ? ? Target Segments. Marketers & Prospect. Needs, Wants & Demand. Product or Offering. Value & Satisfaction. Exchange & Transaction.
Marketing Concepts
? ? ? ? Production Concept. Product Concept. Selling Concept. Marketing Concept. Target Market. Needs. Integrated Marketing. Profitability. ? Social Marketing Concept.
Difference between Selling & Marketing
? ? ? ? Selling Starts with Seller. Views Business as goods producing business. Sellers convenience for marketing mix. Sellers motives determine marketing communications. Emphasis on existing Technology. Costs determine price. Selling views customer as last link. Production is central function. ? ? ? ? Marketing Starts with buyer. Views Business as Customer satisfying process. Buyers determine shape of marketing mix. Marketing communications communicate benefits provided by product. Emphasis on Innovation. Consumers determine price, price determine costs. Marketing views customer the very purpose of business. Marketing is central function.
?
? ?
? ?
?
?
?
Product Life Cycle
Introduction PRODUCT Lines PRICE Place PROMOTION High Quality Narrow Skimming / Penetration Extensive High Growth Improve Broad Reduce Shakeo ut Hold Hold Reduce Maturity Conc. On Features Hold Reduce Increase High Decline No Change Reduce Reduce Hold Reduce
Consolidate Hold High High
Boston Consulting Group (BCG) Matrix
? What is BCG Matrix ? A simple tool for assessing a company's position relative to others in terms of its product range. It is a 2x2 matrix plotting market share against market growth.
Why use BCG Matrix?
? The BCG matrix helps a company think about the portfolio of products and services which it offers and make decisions about which it should keep, which it should let go and which it should invest further in.
The 2 dimensions
? Market Share ? Market Growth
± The basic idea behind it is that the bigger the market share a product has or the faster the product's market grows the better it is for the company.
The diagram
Stars
? High growth, high market share ? Use large amounts of cash and are leaders in the business so they should also generate large amounts of cash. ? Frequently roughly in balance on net cash flow. However if needed any attempt should be made to hold share, because the rewards will be a cash cow if market share is kept.
Cash Cows
? Low growth, high market share ? Profits and cash generation should be high, and because of the low growth, investments needed should be low. Keep profits high. ? Foundation of a company.
Dogs
? Low growth, low market share ? Avoid and minimize the number of dogs in a company. ? Beware of expensive µturn around plans¶. ? Deliver cash, otherwise liquidate.
Question Marks
? High growth, low market share ? Have the worst cash characteristics of all, because high demands and low returns due to low market share. ? If nothing is done to change the market share, question marks will simply absorb great amounts of cash and later, as the growth stops, a dog. ? Either invest heavily or sell off or invest nothing and generate whatever cash it can.
Limitations of the Boston Consulting Group Matrix
? Old matrix ? High market share is not the only success factor. ? Market growth is not the only indicator for attractiveness of a market.
Market Segmentation
is a process by which market is divided into distinct subsets of customers with similar needs, who respond in a similar way to product offerings & marketing programs.
Target Marketing
Evaluating the attractiveness of different segments with its capabilities to choose which segment it will serve.
Positioning
Is differentiating firms products & services from competitors in a given product category.
Why Market Segmentation ?
? Customers have different needs. ? Different Benefits. ? Different Usages.
Benefits Of Market Segmentation
? New Product Development. ? Designing of Marketing Programs. ? Allocation of Marketing Resources.
Levels Of Market Segmentation
? ? ? ? Segment Marketing. Niche Marketing. Local Marketing. Individual Marketing.
Market Segmentation Procedure.
? Survey Stage. ? Analysis Stage. ? Profiling Stage.
Descriptors
Age Sex Household Life Cycle Income Occupation Events Race & Origin Geography Company Age Company Size Geodemographic Y Consumer Y Y Y Y Y Y Y Y Y Y Y Industrial Y Y
Descriptors
Consumer Product Related Product Usage Loyalty Purchase predisposition Purchase Influence Present Customers General Behavioral Lifestyle Social Class Interests Purchasing Structure Buying Situation Y Y Y Y Y Y Y Y Y Y Y Y Industrial
Lifestyle
? ? ? ? ? ? ? ? ? ? Prestige Buyer Value Shopper Pretender Trusting Patron Bargain Hunter Fulfillers Achievers Experiencers Believers Strugglers
Positioning
? Physical ? Perceptual
Steps in Positioning Process
1. Identify relevant set of competitive products. 2. Identify Determinant Attributes. 3. Collect Data about customers perception for products in competitive set. 4. Analyze current positions of products in competitive set. 5. Determine customers most preferred attributes. 6. Examine the fit between preferences of market segments & current position of product. 7. Select positioning or repositioning strategy.
doc_780944820.ppt