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MARKETING Forretning og Ledelse – Lektion 10 Product Management Brand Management Customer Management.

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Presentation on theme: "MARKETING Forretning og Ledelse – Lektion 10 Product Management Brand Management Customer Management."— Presentation transcript:

1 MARKETING Forretning og Ledelse – Lektion 10 Product Management Brand Management Customer Management

2 Forretning og Ledelse – Lektion 10 Hjemmeopgave fra sidste gang: 2006:2012:

3 Forretning og Ledelse – Lektion 10 Hjemmeopgave fra sidste gang: Hvordan er det gået?:Hvad skal de gøre?: The Market advantage test The parenting advantage test The People test The feasibility test The Specialised cultures test The difficult link test The redundant hierarchy test The Accontability test The flexability test

4 Target market and segmentation Market place Market Space Meta Market Forretning og Ledelse – Lektion 10 Nogle Marketing Begreber: Needs Wants Demands Product Offering Brand Value – QSP: Quality, Service and Price Satisfaction

5 Forretning og Ledelse – Lektion 10 Communication Channels (ex. Viral Marketing) Distribution Channels Service Channels Marketing Channels

6 Forretning og Ledelse – Lektion 10 Construction Co. want list 1.High quality, durable equipment 2.Fair price 3.On-time delivery of equipment 4.Good financing terms 5.Good parts and service Caterpillar want list 1.Good price for equipment 2.On-time payment 3.Good word of mouth Caterpillar (marketer) Construction Co. (prospect)

7 MARKETING MIX Forretning og Ledelse – Lektion 10 Marketing Mix Product Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns Price List Prices Discounts Allowances Payment Period Credit Terms Promotion Sales Promotion Advertising Sales Force Public Relations Direct Marketing Place Channels Coverage Assortments Locations Inventory Transport

8 MARKETING MIX STRATEGY Forretning og Ledelse – Lektion 10 Sales Promotion Advertising Sales Force Public Relations Direct mail telemarketing Internet Company Product Services Prices Distribution channels Target Customers

9 Positioning Forretning og Ledelse – Lektion 10 Positioning is the act of designing the company's offering and image to occupy a distinct place in the mind of the target markets. The result is a customer focused value proposition Three strategic alternatives: Strengthen own proposition in customers mind Grab an uoccupied position De-position the competitor (FUD)

10 Positioning Forretning og Ledelse – Lektion 10

11 Positioning Forretning og Ledelse – Lektion 10 Underpositioning, Overpositioning, Confused positioning, Doubtful positioning Attribute Positioning Benefit Positioning Use or application positioning User Positioning Competitive Positioning Product Category Positioning Quality and Price Positioning

12 Differentiation Variables Forretning og Ledelse – Lektion 10 Product Form Features Performance Conformance Durability Reliability Repairability Style Design Services Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair Personnel Competence Courtesy Credibility Reliability Responsiveness Communication Channel Coverage Expertise Performance Image Symbols Media Atmosphere Events

13 Product Life Cycle (PLC) Forretning og Ledelse – Lektion 10 Sales Profit Sales/Profit Decline MaturityIntroductionGrowth

14 Hjemmeopgave Hvordan vi I positionere KMD? Hvilken positioneringsmetode vil I bruge til at sammenligne KMD og konkurrenterne? Hvad vil jeres råd være til KMD?


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