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FOUR STEPS

MARKETING. FOUR STEPS. SEGMENTATION. MARKET RESEARCH. IT MARKETING. - Industrial vs consumer market - Subgroups or segments : - Reasons - Characteristics Demographic Geographic Psychographic Behavioural. Primary (or field ) Secondary (or desk)

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FOUR STEPS

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  1. MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING • - Industrial vs consumer market • - Subgroups or segments: • - Reasons • - Characteristics • Demographic • Geographic • Psychographic • Behavioural Primary (or field) Secondary (or desk) research: research: INTERNAL: - Questionnaires - costomer reports - Street interviews - sales records - Phone interviews EXTERNAL: - Focus groups - statistics - Consumer panels - government reports - Product test - market reports - Internet Identifying Anticipating Satisfying Profitability Internet marketing Mobile marketing

  2. MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING • - Industrial vs __________ market • - ___________ or segments: • - Reasons • - Characteristics • __________ • __________ • __________ • __________ Primary (or _______) Secondary (or _____) research: research: INTERNAL: - Questionnaires - ______________ - Street interviews - ______________ - ______________ EXTERNAL: - ______________ - ______________ - ______________ - ______________ - ______________ - ______________ - ______________ __________ __________ __________ __________ _______ marketing _______ marketing

  3. THE MARKETING MIX PRICE PRODUCT PLACE PROMOTION - cost-plus pricing - market-led pricing CHANNELS OF DISTRIBUTION - throughwholesalers and retailers - directly to customers - through the Internet - branding - advertising - public relations - special offers - exhibitions - packaging - branding more customer-oriented more relevant for services THE EXTENDED MARKETING MIX PROCESS PHYSICALEVIDENCE PEOPLE contact with customer: - attitude - training - after-sale support systems to deliver a service Processes to: - identifycustomers’ needs - handleorders - handlecustomers’ complaints where the service isdelivered (important for retailers / hotels / restaurants) - well-designed shop layout - high level of presentation

  4. THE MARKETING MIX PRICE PRODUCT PLACE PROMOTION - ___________pricing - ___________ pricing CHANNELS OF DISTRIBUTION - through _________________ - directly to ___________ - through the ____________ - branding - advertising - __________________ - __________________ - __________________ - packaging - branding more customer-oriented more relevant for services THE EXTENDED MARKETING MIX PROCESS PHYSICALEVIDENCE PEOPLE contact with customer: - ________________ - ________________ - ________________ systems to deliver a service Processes to: - identify _________________ - handle _________________ - handle __________________ where the service isdelivered (important for ___________ / ________ / ____________ ) - well-designed _____________________ - high level of __________

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