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MEETING 5 Concept: Positioning, Differentiation, & Brand Triangle
Singapore Airline: impeccable service around the world
9 Elements of Marketing
Segmentation See the market creatively & divide them into several segments based on psychographic or behavior
Targeting Choosing one or more than one segment, based on market size, market growth, competitive advantage, and competitive situation
Positioning Reason for being Promise that your product, brand, and company give
Example: Kijang mobil dambaan keluarga Indonesia
Clear: Ketombe.. Siapa Takut
Differentiation Tools to fulfill your promise Effort to differentiate your company with competitors How to: Content (what to offer) Context (how to offer) Infrastructure (the enabler: technology, facilities, HRM) Example: Mc. Donald
Marketing Mix Integrate what the company offers (product, price) with access (place/distribution channel, promotion) Example: Unilever (Lux, Rinso, Pepsodent)
Selling Tactic to create long term relationship with customer Three levels of selling: Feature Selling Benefit Selling Solution Selling
Brand Value indicator for company and product “UMBRELLA” to represent product/service Example: Kompas
Service Value enhancer (paradigm to create continuous value for customer through our products and services)
Process Value enabler (manage value added supply chain process) Requirement of good process: Quality, Cost, Delivery Example: Lippo Shop
MARKETING MIX. What is Marketing Mix? The marketing mix is the combination of marketing activities that an organisation engages in so as to best meet.
Marketing September 16, Notes - Marketing Mix Marketing Mix Activity.
Introduction to Marketing
MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,
1 The syllabus of Principles of Marketing. 2 Principles of Marketing,11 edition, （影印版） 清华大学出版社， 2007 年 6 月.
Seminar Pemasaran Seminar Pemasaran Konsep Marketing.
Target Market - Review What is a market? ◦ People who share similar needs and wants and have the ability to purchase a given product are a market What.
Company and marketing strategy: partning to build customer relationshp
Marketing II Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers.
INTRODUCTION TO MARKETING SHAH KEVAL En. No.:
Lesson 2 – Market Segmentation and Marketing Mix.
Research and development Research helps a business to find out what customers want and if they can produce such a product Development involves the business.
INTEGRATE YOUR CONTENT, CONTEXT, AND INFRASTRUCTURES.
Marketing Process Understand the marketplace and customer needs Design a customer driven marketing strategy Develop an integrated marketing mix program.
3.02 Position products/services to acquire desired business image.
The Marketing Mix. 4.2 Marketing Applications The Marketing Mix: Consists of variables controlled by marketing professionals in an effort to satisfy the.
INTEGRATE YOUR CONTENT, CONTEXT, AND INFRASTRUCTURES
1 MARKETING AND MARKETING MANAGEMENT Module 1. 2 Objectives Defining marketing and marketing management The scope of marketing Some fundamental marketing.
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