9. MARKETING
MARKETING
is a series of activities aimed at both meeting
customers´ needs and making appropriate profit in
return
is an essential activity of marketing
• Necessity of market segmentation
– Demographics
– Geography
• Research focused mainly on
– Products
– Competition
– Consumers
– Prices
a decision-making process which should lead to permanently
positioning the firm on the market
• Basis of marketing strategy “STP“:
– Segmentation
– Targeting
– Positioning
• Different strategies
– Growth strategy
– Competitive strategy
– Innovative strategy
– Market niche strategy
• is a set of marketing tools (used from the 1950s) :
– Product: assortment, quality, design, warranty, service
– Price: value of the product, terms of payment, discounts
– Place: target market, distribution channels, logistics
– Promotion: ways of presenting products to customers
• A new theory known as four Cs is more customer-
oriented:
– Consumer
– Cost
– Convenience
– Communication
• Goods or services, packaging, complementary service
• Different categories:
– Convenience goods – food, drinks, toileteries
– Shopping goods- cars, furniture
– Specialty goods – e.g. sewing machine
• Product life cycle:
– Introduction
– Growth
– Maturity
– Decline
PRICE
• reflects value of the product
• Price is affected by many other factors:
– Manufacture costs
– Competition
– Market environment
– Quality of product
– Distribution channels
• Different strategies:
– Economy – low costs and prices
– Penetration – low prices to get to the market
– Premium – high price – unique product
PLACE
• Manufacturers sell their products
– Without intermediaries
– Using intermediaries – wholesalers, retailers, agents, distributors
• Distribution intermediaries form a chain called a
distribution channel
PROMOTION
• is a wide range of activities and forms:
– advertising, exhibitions, commercials, free gifts, vouchers
• Basic rule of marketing sales – AIDA:
– A for attention
– I for interest
– D for desire
– A for action