MARKETING

Forretning og Ledelse – Lektion 10

•Product Management•Brand Management•Customer Management

Forretning og Ledelse – Lektion 10

Hjemmeopgave fra sidste gang:

2006: 2012:

Forretning og Ledelse – Lektion 10

Hjemmeopgave fra sidste gang:

Hvordan er det gået?: Hvad skal de gøre?:

The Market advantage test

The parenting advantage test

The People test

The feasibility test

The Specialised cultures test

The difficult link test

The redundant hierarchy test

The Accontability test

The flexability test

•Target market and segmentation

•Market place

•Market Space

•Meta Market

Forretning og Ledelse – Lektion 10

Nogle Marketing Begreber:

•Needs•Wants•Demands

•Product

•Offering

•Brand

•Value – QSP: Quality, Service and Price•Satisfaction

Forretning og Ledelse – Lektion 10

•Communication Channels (ex. Viral Marketing)

•Distribution Channels

•Service Channels

Marketing Channels

Forretning og Ledelse – Lektion 10

Construction Co. want list

1. High quality, durable equipment2. Fair price3. On-time delivery of equipment4. Good financing terms5. Good parts and service

Caterpillar want list

1. Good price for equipment2. On-time payment3. Good word of mouth

Caterpillar(marketer)

Construction Co.(prospect)

MARKETING MIX

Forretning og Ledelse – Lektion 10

Marketing Mix

ProductProduct VarietyQualityDesignFeaturesBrand NamePackagingSizesServicesWarrantiesReturns

PriceList PricesDiscountsAllowancesPayment PeriodCredit Terms

PromotionSales PromotionAdvertisingSales ForcePublic RelationsDirect Marketing

PlaceChannelsCoverageAssortmentsLocationsInventoryTransport

MARKETING MIX STRATEGY

Forretning og Ledelse – Lektion 10

SalesPromotion

Advertising

Sales Force

PublicRelations

Direct mailtelemarketingInternet

CompanyProductServicesPrices

Distributionchannels

TargetCustomers

Positioning

Forretning og Ledelse – Lektion 10

Positioning is the act of designing the company's offering and image to occupy a distinct place in the mind of the target markets.

The result is a customer focused value proposition

Three strategic alternatives:

•Strengthen own proposition in customers mind

•Grab an uoccupied position

•De-position the competitor (FUD)

http://www.apple.com/getamac/ads/

Positioning

Forretning og Ledelse – Lektion 10

Positioning

Forretning og Ledelse – Lektion 10

Underpositioning, Overpositioning, Confused positioning, Doubtful positioning

Attribute PositioningBenefit PositioningUse or application positioningUser PositioningCompetitive PositioningProduct Category PositioningQuality and Price Positioning

Differentiation Variables

Forretning og Ledelse – Lektion 10

ProductFormFeaturesPerformanceConformanceDurabilityReliabilityRepairabilityStyleDesign

ServicesOrdering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repair

PersonnelCompetenceCourtesyCredibilityReliabilityResponsivenessCommunication

ChannelCoverageExpertisePerformance

ImageSymbolsMediaAtmosphereEvents

Product Life Cycle (PLC)

Forretning og Ledelse – Lektion 10

Sales

Profit

Sales/Profit

DeclineMaturityIntroduction Growth

Hjemmeopgave

Hvordan vi I positionere KMD?

Hvilken positioneringsmetode vil I bruge til at sammenligne KMD og konkurrenterne?

Hvad vil jeres råd være til KMD?