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MARKETING Deny A. Kwary www.kwary.net. Sales vs. Marketing Starting Point FocusMeansEnds The Selling Concept FactoryProducts Selling and Promoting Profits.

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Presentation on theme: "MARKETING Deny A. Kwary www.kwary.net. Sales vs. Marketing Starting Point FocusMeansEnds The Selling Concept FactoryProducts Selling and Promoting Profits."— Presentation transcript:

1 MARKETING Deny A. Kwary

2 Sales vs. Marketing Starting Point FocusMeansEnds The Selling Concept FactoryProducts Selling and Promoting Profits through sales volume The Marketing Concept Target Market Customer Needs Coordinated Marketing Profits through customer satisfaction

3 Market Segmentation Geographic Region Density City size Age Gender Family size Income Occupation Education Religion Race Nationality Social class Lifestyle Personality Occasions Benefits Loyalty status Behavioral Psychographic Demographic

4 Market Targetting Target the best market segment, by evaluating: Segment size and growth Segment structural attractiveness Company objectives and resources

5 Market Positioning Attribute positioning, e.g. Disneyland, the largest theme park in the world. Benefit positioning, e.g. A theme park for people seeking a fantasy experience. Use/Application positioning: e.g. Japanese Deer Park for quick entertainment. User positioning, e.g. Magic Mountain thrill seekers. Competitor positioning, e.g. Lion Country Safari, a greater variety of animals. Product category positioning, e.g. Merineland educational institution. Quality/Price positioning, e.g. Busch Gardens, the best value for money.

6 Marketing Mix (the four Ps) Product: Product variety, quality, design, features, brand name, packaging, sizes, services, warranties. Price List price, Discounts, Allowances, Payment period, Credit terms Place Channels, Locations, Transport Promotion Advertising, sales promotion, public relations, personal selling, direct marketing.

7 Promotion Mix Advertising: Any paid form of nonpersonal presentation and promotion of a product. Sales promotion: Short term incentives to encourage trial or purchase of a product. Public relations: A variety of programs designed to promote and/or protect a companys image or its individual products. Personal selling: Face to face interaction with one or more prospective purchasers for the purpose of making sales. Direct marketing: Use of mail, telephone, or other nonpersonal contact tools to communicate with or solicit a response from speicific customers or prospects.

8 Tugas Makalah dan Presentasi Kelompok 1.Tentukan suatu bisnis/produk yang akan Anda mulai. 2.Bagaimana cara Anda merekrut karyawan? 3.Lakukan segmentasi untuk menentukan target market. 4.Buat slogan yang menunjukkan positioning dari bisnis/produk Anda. 5.Tentukan harga produk Anda. 6.Tentukan tempat/lokasi. 7.Tentukan bauran promosi yang akan Anda gunakan.


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