1 / 4

FOUR STEPS

Learn about segmentation, market research, and the IT marketing industry. Understand the differences between industrial and consumer markets, segment characteristics, primary and secondary research methods, and the crucial steps to identify, anticipate, and satisfy customer needs for profitability. Explore internet marketing, mobile marketing, the marketing mix, and the extended marketing mix processes.

nstuart
Télécharger la présentation

FOUR STEPS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING • - Industrial vs consumer market • - Subgroups or segments: • - Reasons • - Characteristics • Demographic • Geographic • Psychographic • Behavioural Primary (or field) Secondary (or desk) research: research: INTERNAL: - Questionnaires - costomer reports - Street interviews - sales records - Phone interviews EXTERNAL: - Focus groups - statistics - Consumer panels - government reports - Product test - market reports - Internet Identifying Anticipating Satisfying Profitability Internet marketing Mobile marketing

  2. MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING • - Industrial vs __________ market • - ___________ or segments: • - Reasons • - Characteristics • __________ • __________ • __________ • __________ Primary (or _______) Secondary (or _____) research: research: INTERNAL: - Questionnaires - ______________ - Street interviews - ______________ - ______________ EXTERNAL: - ______________ - ______________ - ______________ - ______________ - ______________ - ______________ - ______________ __________ __________ __________ __________ _______ marketing _______ marketing

  3. THE MARKETING MIX PRICE PRODUCT PLACE PROMOTION - cost-plus pricing - market-led pricing CHANNELS OF DISTRIBUTION - throughwholesalers and retailers - directly to customers - through the Internet - branding - advertising - public relations - special offers - exhibitions - packaging - branding more customer-oriented more relevant for services THE EXTENDED MARKETING MIX PROCESS PHYSICALEVIDENCE PEOPLE contact with customer: - attitude - training - after-sale support systems to deliver a service Processes to: - identifycustomers’ needs - handleorders - handlecustomers’ complaints where the service isdelivered (important for retailers / hotels / restaurants) - well-designed shop layout - high level of presentation

  4. THE MARKETING MIX PRICE PRODUCT PLACE PROMOTION - ___________pricing - ___________ pricing CHANNELS OF DISTRIBUTION - through _________________ - directly to ___________ - through the ____________ - branding - advertising - __________________ - __________________ - __________________ - packaging - branding more customer-oriented more relevant for services THE EXTENDED MARKETING MIX PROCESS PHYSICALEVIDENCE PEOPLE contact with customer: - ________________ - ________________ - ________________ systems to deliver a service Processes to: - identify _________________ - handle _________________ - handle __________________ where the service isdelivered (important for ___________ / ________ / ____________ ) - well-designed _____________________ - high level of __________

More Related