Marketing Planning and Management

Dr Anna Iwacewicz-Orłowska

Final grade

• Theory 50% Practise – Project 50%• Two tests – each test 10 p. 20 points• 1 st test on 6th meeting (8.04) deadline 27.05 – • 2nd test on 12th meeting (27.05) only paper copy!!!!• open questions!

100% - 5,0

Introduction

Dr Anna Iwacewicz-Orłowska

Why????:

• Technological advance• Competition• Deregulation (monopoly)• Globalization • Clients• Crisis ……

The most important questions are:• How to find the best market?• How to distinguished our offers from competitors?• What to do if clients persuade price decreasing?• How to compete with cheap product from other countries?• How to develop company?• How to build strong brand?• How to decrease costs?• How to build clients loyalty?• How to measure efficiency of promotion and public relations?• How to find the most important clients?

The most important challenges are:• Clients need more specific products and they are following prices• No problem with accepting new brands by clients• Clients need high quality services• There are a lot of substitute products on market• Advertisement is expansive and less efficient• Increase in costs of production • Decrease in profits

Marketing Management

Marketing Management

Marketing

• the role of marketing is creating, promoting and delivering goods and services to consumers and businesses

Marketing-Mix:• Product• Price • Place• Promotion

The scope of marketing:

Marketing people are involved in marketing 10 types of entities: • goods, • services, • experiences, • events, • persons, • places, • properties, • organizations, • information,• ideas

• Goods - food, commodities, clothing, and housing—in developing countries are the mainstay of the economy.

• Services. As economies advance, a growing proportion of their activities are focused on the production of services. Services include airlines, hotels, accountants, lawyers, engineers, and doctors. • Experiences. market experiences can be create by

goods and service availability;• Events. Marketers promote time-based events, such as

the Olympics, trade shows, sports events, and artistic performances.• Persons. Celebrity marketing has become a major

business. Artists, musicians, high-profile lawyers and financiers, and other professionals draw help from celebrity marketers.

• Places. Cities, states, regions, and nations compete to attract tourists, factories, company headquarters, and new residents.• Properties. Properties are intangible rights of ownership

of either real property (real estate) or financial property (stocks and bonds). • Organizations. Organizations actively work to build a

strong, favorable image in the mind of their publics. Universities, museums, and performing arts organizations boost their public images to compete more successfully for audiences and funds.• Information. The production, packaging, and distribution

of information is one of society’s major industries.• Ideas. Every market offering has a basic idea at its core. In

essence, products and services are platforms for delivering some idea or benefit to satisfy a core need.

Key marketing activities:• Consumer Analysis - Examination and evaluation of consumer

characteristics, needs, and purchase processes• Product Planning - Development and maintenance of

products, product assortments, product positions, brands, packaging, options, and deletion of old products

• Price Planning - Outlines price ranges and levels, pricing techniques purchase terms, price adjustments, and the use of price as an active or passive factor

• Distribution Planning - Establishment of channel relations, physical distribution, inventory management, warehousing, transportation, allocation of goods, and wholesaling

• Promoting Planning - Combination of advertising, publicity, personal selling, and sales promotion to drive sales revenue

Product/Market Matrix

Existing Products New Products Existing Markets Market Penetration Product Development New Markets Market Development Diversification

Market Penetration:

• The firm seeks to achieve growth with existing products in their current market segments, aiming to increase its market share • Effective when the market is growing or not yet saturated

Market Development

• The firm seeks growth by targeting its existing products to new market segments • Effective when a local or regional business looks to wider its market, new market segments are emerging due to changes in consumer life-style/demographics, and innovative uses are discovered for a mature product

Product Development

• The firms develops new products targeted to its existing market segments • Effective when the firm has a core of strong brands

Diversification

• The firm seeks growth by targeting its existing products to new market segments • Diversification is utilized so that the firm does not become overly depend ent on one product line

Marketing Management

Marketing Management

Management

• comprises planning, organizing, staffing, leading or directing, and controlling an organization (a group of one or more people or entities) or effort for the purpose of accomplishing a goal. • Resourcing encompasses the deployment

and manipulation of human resources, financial resources, technological resources and natural resources.

PlanningWhy planning is important?• It helps in management – in consciousness management – decisions are based on facts• It force to think about future, planning strategies goals, compare strength and weaknesses• It helps in decisions making• In planning process company creates core disciplines• It gets information about company, market, competition etc.

Lacks of planning:

• Planning not solve all problems – it is a tool that improves decision process;• Planning not answer all questions – market environment is dynamic• Planning quality depends on people• Its document and it must be introducing into live.

Good plan is:

• easy • accurate• utility

Marketing management

• is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Project

Assumptions:• Think about company. It can be fictional;• Company works in Russia, Belaruse,

Turkey, • Produce goods or services and sell it

abroad. – Exports of goods or services!• As many details as possible!

Summary

1.1. Description (max 1- 2 pages)

In this part please describe aims, type of the product, ways of goals implementation, the market description, methods of the market penetration, competitive advantage, sales and profit forecast in the given period, essential costs etc.