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2. ? ? ? ? ? ? . Dr. Bodo Kluxen??? ??. 2009?09?6?. 3. CV and current job (1) . Date/Place of Birth:1963, Germany D
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1. 1 Marketing/Communicationand Sales for Business Management "Marketing and Communications in modern times" Dr. Bodo Kluxen
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2. 2 ? ? ? ? ? ? Dr. Bodo Kluxen
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3. 3 CV and current job (1)
4. 4 CV and current job (2)
5. 5 Table of Contents
6. 6
7. 7
8. 8
9. 9
10. 10 Schedule (1):
I. First lecture and overview. (all lectures are individual lectures, which could also be combined or participate individually). And in all lectures we will have some examples as well!
1. Marketing
1.1 Targets
1.2 Objectives
2. Marketing Concepts
3. Marketing in special fields
3.1 Consumer goods marketing
3.2 Business-to-Business Marketing
3.3 Service Marketing
3.4 International Marketing
3.5 Online-Marketing (E-Marketing)
4. Marketing Instruments
4.1 Product Marketing
4.2 Contract policy
4.3 Distribution policy
4.4 Communication
4.5 Marketing-Mix
11. 11 Schedule (2): 5. Market Research
6. Communication
6.1 Targets
6.2 Objectives
7 Advertisement
7.1 Targets and Functions
7.2 Different types of Advertisement
7.3 Planning of Advertisement
8 Product-Placement
9 Sponsoring
10 Direct Marketing (Dialog Marketing)
11 Sales Promotion
12 Event-Marketing
13 Direct Sales
14 Public Relations
15 Corporate Identity
16 Marketing Communication Mix
12. 12 Schedule (3): 17. Sales
17. 1 Sales and Marketing
17.2 Sales in todays world and Sales Targets
17.3 Different kind of Sales
17.4 Sales of consumer goods
17.5 Sales of Invest goods
17.6 Sales of Service goods
21 Multichannel Sales
22 E-Commerce Sales
23 Salesmen Training overview and methods
23.1 Sales talk and Sales conversation training
24 Semi personal impersonally Sales
24.1 Telephone Sales
24.2. Call Center
25 Sales Planning
25.1 Sales Planning process
25.2 Customer selection
25.3 ABC-Analyses
25.4 Customer scoring-Models
Case study
13. 13 Schedule (4): We will have 4 sessions in Fuzhou with 2,5 hours every time!
Start 14.30 am
End 17.00 am
First time 6. Sept. 2009
If there are any time changes we will inform you in advance!
Please turn off mobile phones in respect of other participants
14. 14 1. Marketing (Targets and Objectives) Basics: In general there are two different kind of markets situations:
Seller market means there are more people interested in goods than number of goods in the market, means more buyers than sellers.
Sample: Orange production
Buyer market means there are more goods available than people who wants to buy the product, which means buyers are able to choose!
Today in most of the worldwide Companies and products are comparative with others,
They have to listen to problems, needs and wishes from the market side and have to adjust there products on a regular base.
In our days Companies have to make sure that they follow the trends in the market and needs of their customer which means they have to listen carefully and find a way to make different communication which is an important part of Marketing (also includes other instruments)!
Most of the Companies all over the world focus on the market and the possibilities!
Sample: mobile phones
15. 15 1. Marketing (Targets and Objectives) Def. Marketing: Today we can find worldwide a lot of definitions
Discussion in class!
16. 16 Def. Marketing (2): Use Marketing as an instrument:
Information Instrument (e.g. market research, trend research)
Marketing strategy (market or product strategy)
Marketing tools (Product, Price, Placement, Promotion)
17. 17 2. Marketing Concepts
3. Marketing in special fields
3.1 Consumer goods marketing
3.2 Business-to-Business Marketing
3.3 Service Marketing
3.4 International Marketing
3.5 Online-Marketing (E-Marketing)
4. Marketing Instruments
4.1 Product Marketing
4.2 Contract policy
4.3 Distribution policy
4.4 Communication
4.5 Marketing-Mix
18. 18 2. Marketing Concepts
19. 19 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.1 Consumer goods marketing
Many products, many customer in the market
Using Advertisement,
Public Relations,
Sales Promotions
Product and Price Instruments very often
20. 20 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.2 Business-to-Business Marketing
Two or less Companies in the market,
special products
high price products,
technical very difficult,
experts necessary,
Personal sales
A/S very important
e.g. Airplane Companies
21. 21 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.3 Service Marketing
Not material product
Not long lasting
No storage
No Owner change possible
Customer cooperation necessary
Production and Marketing synchronic
e.g. MBA, Security Company
22. 22 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.4 International Marketing
Export-Marketing (production home base country, selling foreign Country)
Multinational Marketing (production and sales all over the world, complex)
International Marketing
Global marketing. Marketing efforts in different countries with standardization
23. 23 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.5 Online-Marketing (E-Marketing)
Marketing in Internet (www)
Website. Company Info and Product Info, Sales, Product Support. e.g. Music, books
Search engines: Google, Yahoo, Lycos, Web.de
Virale Marketing (Campaign)
Affiliate Program, including other Website or Newsletter
Banner
Chats
Couponing
E-Mails
Newsletter
Weblog
24. 24 2. Marketing Concepts
3. Marketing in special fields
3.1 Consumer goods marketing
3.2 Business-to-Business Marketing
3.3 Service Marketing
3.4 International Marketing
3.5 Online-Marketing (E-Marketing)
4. Marketing Instruments (4 Ps)
4.1 Product Marketing
4.2 Contract policy
4.3 Distribution policy
4.4 Communication
4.5 Marketing-Mix
25. 25 4. Marketing Instruments 4 Ps
Product
Price
Place
Promotion
26. 26 4. Marketing Instruments 4.1 Product policy (Product)
Brand (Coco Cola, Vertu, Zwilling)
Product (Nokia, Blackberry)
Name (Mercedes Benz)
Package (Chanel)
27. 27 4. Marketing Instruments 4.2 Contract policy (Price)
Price of product (Compare to other goods)
Finance (special rate)
Delivery (24h, free house)
28. 28 4. Marketing Instruments 4.3 Distribution policy (Place)
Logistics
Whole Sale or direct Sale
Special Customer
29. 29 4. Marketing Instruments 4.4 Communication (Promotion)
Advertisement
Personal Sales
Sales Promotion
Public Relations
30. 30 4. Marketing Instruments 4.5 Marketing-Mix
Combination of all the instruments after research and find out the most efficient way and added value
e.g. Nokia mobile phones
Typically? What you remember? Why are you buying this brand the first time you want a mobile phone? Buying again?
Reflect marketing instruments!
What kind of instruments Nokia as Company use?
31. 31 2. Marketing Concepts
3. Marketing in special fields
3.1 Consumer goods marketing
3.2 Business-to-Business Marketing
3.3 Service Marketing
3.4 International Marketing
3.5 Online-Marketing (E-Marketing)
4. Marketing Instruments
4.1 Product Marketing
4.2 Contract policy
4.3 Distribution policy
4.4 Communication
4.5 Marketing-Mix
32. 32 Any questions?