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I

Marketing-how to win on market

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I DAY

Role of marketing in modern business

Marketing conceptBasic elements:1. Consumer orientation2. Integrated efforts3. Objectives realization

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Marketing with different aspectsMatrix 4 CInclude:»Consumer needs »Cost to the consumers »Convenience »Communications

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Marketing vs sales orientation

1. Marketing orientation• Customer orientation• Competitive orientation• Interfunctional coordination

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Marketing efectiveness

Marketing evolution phases:

• Marketing as sale• Marketing as market research• Marketing as philosophy• Marketing as “window to world”

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Dimension of marketing oriented management

5 key dimensions:1. Shared values and convinience of clients2. Fullfil client requirements3. Create market oriented business strategy4. To make complement organisational structure

with business strategy5. Implemented market strategy

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Efectiveness and efficiency

Company unefectivenss efectiveness

unefficiency quickly left the business

survave

efficinecy Easy daying Fast growth

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Development of efective marketing mix

Elements of marketing mixBasic charakteristics of efective marketing

mixCritics of marketing mix conceptMarketing and business contributionActual changes in marketing

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Marketing planing process

Temporarymarket

SWOTMerketing strategy

Marketing plan

Objectives In future

Implementation

Evaluationcontrol

performancies

Temporaryinterenal abilities

Strenghts and weakness

External analisys

Internalanalisys

Opportunities and threats

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Exercise• Marketing plan realization

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II DAY

Customer behaviour

• Individual customers• Organizational customers• Individual customers behaviour• Who is important in decision making

process?• How customer buying?

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Decision making process of customer

Problems recognizing

Looking for informations and

alternative solutions

Alternative estimation

Choice decision making

Post baying and baying consume and estimation

Problem recognizing

Looking for informationa and

alternative solutions

Choice decision making

Post baying and baying consume and estimation

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Influence on customer behaviour• Influence of baying situation• Influence of personal characteristics• Informations • Motivation• Opinions• Personal characteristics• Life style and life cyclus

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• Socio-cultural influence• Culture i subculture influence• Social groups influence• Group leader influence

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Organizational customer behaviour

– Market characteristics of organisational customers– Sorts of market situations– Who baying in organisation?– Baying process of organizational customers

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Organizational customer

decision making process

phases

Introducing with problem

Making specification and

size of goods

Researching and quantification of

potential purchasing

sources

Collection and anlisyis proposals

for purchasing

Estimation of proposal and

choice of supplier

Choise of routine and purchasing

model

Estimation of feedback

contribution

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Organizational customers choice criteria :• Quality• Prices• Supply continuty• Percieving risk• Sectors policiesThre approaches of organizational customers

behaviour:• Selective perceiving• Selective deformation• Selective maintenance

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Market segmentation

●Market segmentation represents process of share of potential market on micro markets and one or more segments choice as target which on directing marketing activities

●Who are your customers? What they want? What they expecting? How they live? What is customers needs/habits?...

Basic criteria of market segmentation:●Geographical (urban....)●Demographical (sex, level of qualifications, rewenues, etc...)●Bihevioral (expected interests, loyalty, opinion about product,

etc…)●Psychographical (life style, values, personality, etc...)

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Market segmentation benefits for clients:Market segmentation benefits for clients:

● Marketing opportunities identification●Ensuring efficiency engagement of marketing research elements toward target groups●Market share on special segments on geographical, demographical, psychographical criteria in accordance with customers behaviour, customers habits, life style and social and financial status●Estimation of size of each segments in accordance of mentioned criteria●Adequate marketing strategy definition●Strategy for each segment (cluster)●Identifying of hide segments (clusters)

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• Segmentation is using in following cases:• Homogenity in segment• Heterogenity among segments• Own value for rentability realization• Operationality- opportunity for customers

requirements identifying and making adequate marketing mix for customers satisfaction

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Customer satisfaction research

●Customer satisfaction research is a key for keeping egzisting and attraction of new customers

● Functioning on the base of product/service quality, value added for customer, customer expectation, beyond loyalty satisfaction

●Why you must implementing customers satisfaction research? This research ensure to discover what is customers want what is satisfyied make them. On that way, beyond customer satisfaction, We achieve a high level of market competitivenes because through the time we increase and fulfill customers satisfaction

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Meaning and role Customer satisfaction indexMeaning and role Customer satisfaction index

●Example-NATIONAL QUALITY RESEARCH CENTER (NQRC), University of Michigan Business School-USA, (which maked and implement American Customer Satisfaction Index (ACSI)) using softver licenced by CFI Group Inc.

●Customer satisfaction index is established as unique and independence customers experinece mesaurment. As mighty economic indicator, SCSI following trends in customers satisfaction and ensure survey of value benchmarking in market conditions.

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Statement have index-es and percentage approximation for Statement have index-es and percentage approximation for compliance, retension and price tolerance for:compliance, retension and price tolerance for:

●Customers expectations, ●Quality perception, ●Added value perception, ●Customers satisfaction (CSI), ●Customers compliance(in percentage-no as index), ●Customers loyalty●Customers attraction(in percentage-no as index), and“Price tolerance”. (in percentage-no as index),●In statement we can find common influence of mentioned variables and presenting of

eventual changes in index points

●Results will give for industry branches leaders, industry branches on industry level

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EXERCISE 1- SWOT analisys

EXERCISE 2-Market segmentation and market niche choice

EXERCISE 3-Business surounding analisys per groups

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III DAY

Market research role in company• Qualitative and quantitave market research

methods• Data entrys• Data survey• Making tables and graphics• Study realization and presentation results of

market research• Data analisys-support of decision making in

company

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– Market research methods– Qualitative research– Directing interview– Focus Groups– Monitoring– Psyhological researches – Quantitative researches– Research   - Field   – By Phone (CATI)   – Via post   - Via E- mail / web-– Omnibus -Panel

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• Technics using in market research• Descriptive analisys• Regresion analisys• Discrimination analisys• Cluster analisys• Factor analisys• Perception mapps• "Conjoint" analisys

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• Service customers• Market potential• Measurement of primary and secondary

demand potential• Market segmentation• Customer satisfaction• Research and measurement of customers

satisfaction• Index of customers satisfaction• Omnibus

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Market and competition• Market scaner • Price research• Competition research• Benchmarking

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Brand and services• Brand positioning• Perception mapps• Brand awareness• SWOT analisysPromotion• AD testing• AD tracking• Marketing campaign efficiencyMistery shopping

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EXERCISE 1-Questionaire creation

EXERCISE 2-Market research presentation on real example

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IV DAY

Marketing MIX-elements and meaning

• Product• Price• Distribution• Promotion

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Product• Quality, design, trade mark• Diversify, usefull, temporal• Size, packaging, etikecy• Services, safety, • Guaranties

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Price• Price, from costs aspects, demand and

competition. It is imortant to survey purchasing prices, substitute prices, import inluence

• Price for piece,diferent, block prices• Discounts / value or quantitative • Bonification • Payment deadline as guarantie

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Distribution chanells• Market coverage• Asortment• Location• Phyisical distribution

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Promotion• Personal sales-direct contact with customer• Sales promotion: advertisements,bilboards,

brochures, demonstrations, fairs, ... • Economical propaganda: media, katalogues,

simbols, amblems…

You can do it alone or give to special agencies

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EXERCISE-Reality simulation

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V DAY• CONTENT OF MARKETING PLAN• Marketing plan conzists of few parts • Content of Marketing plan:• I Short survey and content, short survey of proposal plan.• II Temporary market situation, data about market, product, competition, distribution and

macro surounding• III Chances and problems analisys in accordance with product, main

chances/threats/strenghts/weakness identifying• IV Objectives, definyng of financial and marketing objectives with producing value,

market share and profit• V Marketing strategy, presents marketing approach which will be using to achieve

business objectives• VI Action programme, special marketing programs projected for achieve of business

objectives• VII Presents of projected profit and costs, projection ogf expected financial result• VIII Control gives direction on which way we can follow and control plan

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Marketing strategy• Is the company need to doing permanent

business• Which products and markets is of special

importance for survivor, increase and development of company

• Which new products and markets we can find• How to find were is posible to realize competitive

strenght in relation on company potential

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Factors of important influence on marketing strategy:

• Life cycle phase of company• Competitive position of company• Situation in the all fields of state economy

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Marketing strategy for product life cycle phases:

• Entry phase• Phase of increasing• Phase of decreasing

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Prod

aja

i pro

fit (u

din

)

Uvođenje Rast Zrelost Opadanje

Prodaja

Profit

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Marketing strategy and company market position:

Company on market could be in the role of market leader, challenger, follower , niche corrector

40% 30% 20% 10%

Market leader Market researcher FollowerMarket

tamponner

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Marketing strategies for different situation on market:

• Recesion• Inflation• Recesion

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EXERCISE 1-Marketing plan-prediction of costs and sale

EXERCISE 2- Marketing strategy realization(case study or guest)