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04/24/23 Copyright Peter Szabo2003 1
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1.To make students familiar with the basic marketing elements
2.To ensure a knowledge about general marketing and pharmaceutical marketing that can help pharmacists and doctors in their future career
3.To develop the students general English knowledge and communication skills
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Copyright Peter Szabo 2003
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To market a product, you must
Identify the target market
Identify the wants and needs
Convince the target market to buy
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The marketing mix
( The four P-s)
The right Product
At the right Place
At the right Price
With the right Promotion
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? ?
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? ?
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? ?
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Basic marketing concepts
a.Need, wishes, requestsb.Productsc. Marketd.Transactions, relationships, changese.Value and satisfaction
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Needs, wishes, requests
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Definitions
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What is the market?
The market is the group of effective and potential costumers. ( P. Kotler)
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The target market
AgeGender
Income levelType of work
Educational levelEthnic group
Religiongeographic location
A group of people that have some things in common
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Who are the target market?
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Finally I’ll have a goodlunch!
The history of need satisfaction
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History of the satisfying of the needs
#Independent way
#Decentralized way
#Centralized way
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Why is marketing important?
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Types of request
Marketing management is the management of the request
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Types of request
Zero request Negative request Latent request Irregular request Decreasing request Increasing request Covered request Over request
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Negative request
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Zero request
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Latent request
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Increasing request
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Decreasing request
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Irregular request
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Over request
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How to deal with negative request?
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Production concept Product concept Sales concept Marketing conceptManagement concepts
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Production concept
Decrease costs, Increase productivity
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Product concept
To improve the product quality
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Sales concept
Improve promotion and distribution
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Marketing concept
To concentrate on the needs and request and satisfy them better.
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Marketing concept
To concentrate on the
needs and requests
and satisfy
them better
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Social marketing
It implies social aspects, healthcare, education, etc.
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Marketing is sales with higher education
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#Search for customers#Identifying their needs#Creating proper products#Promote them#Storing and distribution#Price fixing
Marketing implies
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Search for customers
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Finding out their needs
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Create the product
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Storage and distribution
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Price fixing
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Classification of products
From the social point of view products are:
Useful products
Deficient products
Advantageous products
Attractive products
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LongTermAdventages
Immediate satisfaction
Useful products
Deficient products Attractive products
Advantageous products
Classification of products
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The role of marketing in strategic planning
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Annual plansLong term plans
Strategic plansStrategic planning
Types of plans
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Marketing is sales with higher education
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Strategic planning
Annual plansLong term plans
Strategic plans
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-It gives the leading conception It gives the input data It gives the strategy
The role of marketing in strategic planning
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a. The missionb. Strategic requirementsc. Strategic revisiond. SWOT analysise. Portfolio analysis
Strategic planning
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1. What kind of activity are we in?
2. Who are our customers?3. Why are we in this
activity?4. What type of firm are
we?
The mission
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Our mission:
We provide communication centered English classes for pretentious university students with efficient methods and the most modern equipment
STUDIUMENGLISH COURSES
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The missionshould be
RealisticSpecific
Based on specific competences
Motivating
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What can be their mission?
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StrengthsWeaknessesOpportunitiesThreats
SWOT analyses
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Strengths
Leader on a market or a niche
S Technology
Distribution , etc.
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Weaknesses Too large range of
products Incompetent sales team
W Unknown brands or
products Low market share on some markets Newcomers
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Opportunities
The market
O Technology
Demographic
changes, etc.
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Threats
Competitors
T New technology
Demographic changes, etc.
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SWOT analysisdiscussion, examples
STRENGHTS
WEAKNESSES
OPPORTUNITIES
THREATS
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S
W
O
T
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S
W
O
T
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S
W
O
T
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Entering a new market
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Acquisition
Joint venture
Consortium
Franchise
Licensing
Local partner
Subsidiary
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A company partly or wholly owned by the mother company
Giving sy the exclusive right to sell products
Selling the right to a trademark
A buying of a company
Cooperation with a foreign company to enter a market
Two or more company join temporarily to carry out a project
A group of companies in a similar business working together
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Question marks Stars
Mill stones Cash cows
Market share
Marketgrowth
Portfolio analysis
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PORTFOLIO
A pharmaceutical company
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PORTFOLIO
A car manufacturer
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Development strategies
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Strategydefinitions
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COSTS
Reduce costs
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MODIFY RODUCT RANGE
Modify product range
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INCREASE PRICE
Increase price
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INCREASE VOLUME OF ACTIVITY
Increase volume of activity
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TARGET NEW MARKETS
Target new markets
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INCREASE THE WHOLE MARKET
Increase the whole market
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TARGET NEW MARKETS
Target new markets
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Market analyses Planning Implementing Control
The managementof
the marketing activity
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Analysis
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Planning
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Implementing
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Control
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The marketing strategy depends on:
Target customers
Forecast of request
Segmentation
Competitive advantage
Target market
Positioning
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Target customers
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Forecasting
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SEGMENTATION
Segment one Segment two
Segment three Segment four
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COMPETITIVEADVANTAGE
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TARGET MARKET
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POSITIONING
Luxury Cheaper
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THE PRODUCT POSITION ON
THE MARKET THE VALUE
CHAIN ORGANIZING FINANCIAL
RESOURCES
The competitive advantagecan come from
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The product
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Positionon
the market
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Financialresources
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Introduction Growth Maturity Decline
Product life cycle
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CREATION
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LAUNCH
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GROWTH
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MATURITY
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DECLINE
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Content Actual marketingsituation
SWOT analysis
Objectives&problems
Marketingstrategy
Actions to betaken
Budgets Control measures
Marketingplan
The marketing plan
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Vision or goal
Target market
Target price
Distribution
Advertising
A marketing planincludes
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Develop a vision
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Develop a vision
“ To put a Coke within arm’s reach of every costumer in the world.”
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Identify the target market
Ways to gather information:
Research existing dataCreate a written survey
Conduct interviews with focus groups
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Guidelines to create a written survey
Be short and simple
Clear and easy directions
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Guidelines to create a written survey
It should includeA title
The purpose
Directions how to do it
Response options and a Thank you
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Conduct interviews on focus groupsDo you drink
Amstel or Carlsberg?
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Conduct interviews on focus groups
Groups of 6-8 people in your target market
No more than 10- 20 minutes
Clear and concise questions
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Establish a target price
Do they have enough money for it?
What price are they willing to pay?
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For question number one use a survey
For question number two investigate average income for instance
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Plan for distribution
How and where will the customers find
the product?
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Plan for distribution
The materials that are used in its production
The processes that were used
The area or country where it was made
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Create an advertising strategy
How will customers learn
about the products?
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You must identify
The media
The times, and how often to advertise
A method to evaluate the results
!
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Selecting the media
Who is the target audience?
What is their lifestyle?
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Selecting the media
What type of media will reach the target
customer?
What are the costs?
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Evaluating the advertising strategy
Set specific objectives
and
timelines
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Evaluating the advertising strategy
By the March the 31st we must have sales of 30 000 boxes of Supradyn in
the country.
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The control of the marketingactivity
Fixing objectives Measuring results Evaluating performance Corrective measures
CONTROL
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Marketing research
Problem definition Planning Implementing Interpreting results
Marketingresearch
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Marketing research
Exploratory research
Descriptive research
Casual research
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Marketing research
PLAN:
a. Primary information
a. Secondary information
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Marketing research
PersonalMailTelephoneContactmethods
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Contact methodsFlexibilityVolume of informationThe influence over the interviewed personSpeed of taking the informationAnswer rateCosts
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Which are the advantages?
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Market definitionsPotential market 1oo%Attainable market 40%Attainable qualified market25%Provided market 15%Penetrated market5%
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Potential market
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Attainable market
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Attainable qualifiedmarket
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Provided market
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Penetrated market
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The decision of buying
1. !. Recognize the need2. 2. Search for information3. 3. Evaluate the
alternatives4. 4. Decide to buy5. 5. Post- buying attitude
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NEED
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INFORMATION
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ALTERNATIVES
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DECISION
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POST
BUYING
ATTITUDE
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3 main marketing strategies
1. # Domination through costs
2. # Differentiation
3. # Focusing
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Marketing strategies
Never
in
between !!!
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COSTS
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DIFFERENTIATE
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FOCUSING
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4 main types of companies
Market leaders Challengers Followers Niche companies
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The market leaders strategy
Increase the market Find new users Find new uses
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The “niche” company’s strategy
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a. Specialization on the end-user
b. Vertical specialization
c. Specialization according to the customers’ size
d. Geographic specialization
e. Specialization on a product
f. Specialization on cost/ benefit ratio
g. Specializing on services
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Physiological needs
Safety needs
Social needs
Self esteem
Selfexpression
The hierarchy of needs
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How to attack the chosen segment?
Undifferentiated marketing Differentiated marketing Concentrated marketing
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How to attack a market?
1. Market segmentation2. Choosing the target
segment3. Positioning on the
market
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PositioningA. Strengthening the
present positionB. Searching for an
unoccupied positionC. Attacking a competitor
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Positioning- differences to be promoted
The promoted differences should be:
Important Distinguishable Superior to the competitors Profitable
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Four types of advertising
Convincing Informing Reminding Comparative
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Relational marketing
Basic relationship Reactive relationship Initiative relationship Responsible
relationship Partnership
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Basic relationship
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Reactive relationship
Asking the customer to call whenever he/she has any problem with the product.
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Responsible relationship
Guarantee period
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Initiative relationship
Calling and asking about problems regarding the product
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The highest, ideal level of relationship
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discussion
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installment
after sales services
delivery and creditguarantee
packaging
features
style
quality
core
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Brand management
Brand awareness Brand loyalty Brand image Brand leader Brand stretching Brand manager