MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING Identifying Anticipating Satisfying Profitability - 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 Internet marketing Mobile marketing
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
THE EXTENDED MARKETING MIX THE MARKETING MIX PRODUCT PRICE PLACE PROMOTION - cost-plus pricing - market-led pricing - packaging - branding CHANNELS OF DISTRIBUTION - through wholesalers and retailers - directly to customers - through the Internet - branding - advertising - public relations - special offers - exhibitions more customer-oriented more relevant for services THE EXTENDED MARKETING MIX PEOPLE PROCESS PHYSICAL EVIDENCE contact with customer: - attitude - training - after-sale support systems to deliver a service Processes to: - identify customers’ needs - handle orders - handle customers’ complaints where the service is delivered (important for retailers / hotels / restaurants) - well-designed shop layout - high level of presentation
THE EXTENDED MARKETING MIX THE MARKETING MIX PRODUCT PRICE PLACE PROMOTION - ___________pricing - ___________ pricing - packaging - branding CHANNELS OF DISTRIBUTION - through _________________ - directly to ___________ - through the ____________ - branding - advertising - __________________ more customer-oriented more relevant for services THE EXTENDED MARKETING MIX PEOPLE PROCESS PHYSICAL EVIDENCE contact with customer: - ________________ systems to deliver a service Processes to: - identify _________________ - handle _________________ - handle __________________ where the service is delivered (important for ___________ / ________ / ____________ ) - well-designed _____________________ - high level of __________