Marketing

Marketing

1. Reasons for Marketing

   • 1) Identify potencial new costumers
     • 2) Set realistic targets for your bussiness
       • 3) Develop effective strategies

2. Main Objectives

   • Increase sales
     • Build brand awareness
       • Grow market share
         • Launch new products or services
           • Target new custumers
             • Enter new markets internationaly or locally
               • Improve stake holder relations
                 • Enhance customer relationships
                   • Improve internal communications
                     • Increase profit
   • Department main objectives
     • These are set in order to guide the marketin strategies of an orgnanization
       • They are derived by referring to the mission statemen, corporate goals and corporate objectives
         • They are concerned by managmente of company products and markets
           • They should be clear statement of where the organization would like to be in marketing terms and what it expects to achieve as a result of its planned marketing actions
   • Corporate Objectives
     • Growth, financial performance, innovation and corporate reputation

3. Market orientation

   • is a company philosophy focused on discovering and meeting the needs and desires of its customers through its product mix

4. Comercial Marketing and Social Marketing

   • Comercial: is pitching goods to corporations and individuals. The goal of commercial marketing is to develop a relationship between the client and the product.
   • Social: is an approach used to develop activities aimed at changing or maintaining people's behaviour for the benefit of individuals and society as a whole.

5. Market

   • An actual or nominal place where forces of demand and supply operate, and where buyers and sellers interact (directly or through intermediaries) to trade goods, services, or contracts or instruments, for money or barter.
   • consumer markets
     • Markets dominated by products and services designed for the general consumer.
     • Industrial market
       • is a branch of communications and sales that specializes in providing goods and services to other businesses, rather than to individual customers
   • Characteristics
     • 1) Size, the bigger the better
       • 2) Urgency, the more urgently people need the products in the market, the better
         • 3) Speed to market, the faster you can o from getting the initial idea to beginning to makes sales, the better
           • 4) High pricing potential, the higher you can charge per product, the better
             • 5) Low cost of acquiring new customers, the easier and cheaper it is to get new customers, the better
               • 6) Low cost and easer of delivering, the cheaper and easier it is to deliver your product, the better
   • Market share
     • The portion of a market controlled by a particular company or product
   • Market leaders
     • Brand, product, or firm that has the largest percentage of total sales evenue (the market share) of a market
   • Market concentration
     • Measures the extent to which sales in amarket are dominated by one or more businesses

6. Marketing mix 4p

   • it is used to join together the four basic components: product, price, promotion and place
     • Product: the way in which the necessities of the cusumers are pleased
       • Price: variable in which the input of the business is obtained
         • Place: the way the final product is moved to different points of sale
           • Promotion: the way the product and the business is getting to the market
   • traditional variables in which a business has an organization to obtain their comercial targets

7. Marketing Plan

   • Series of stategies the business should follow to increase their sales
     • 1) Executive summary
       • 2) Target Custumers
         • 3) Unique selling proposition
           • 4) Pricing Positioning Strategy
             • 5) Distribution Plan
               • 6) Your offers
                 • 7) Marketing materials
                   • 8) Promotion Strategy
                     • 9) Online marketing strategy
                       • 10) Conversion strategy
                         • 11) Partnerships
                           • 12) Referral Strategy
                             • 13) Strategy of increasing transaction prices
                               • 14) Retention strategy
                                 • 15) Financial projections