CO6001 Managing a Computer Based Environment Marketing and Sales

Marketing Vision: from concept to realisation Target Market What does customer want? –Market Research –Market segmentation –Buying behaviour, geographic variables The Marketing Mix (4Ps) –Product –Place –Price –Promotion Product Differentiation –USP (Unique Selling Point) The Product Life Cycle –Sales, repeat sales, support, what’s next?

Market Research Getting to know the potential customers –Who will buy this kind of product /service? –What do they want in it? –How much they will pay? –Size of potential market –When will the market be played-out? Life cycle of computer printer? Getting to know the competition –Who has a similar product / service? –How does their offering compare (features, quality, performance, price, style) –Is there ‘room for all’, or are we in head-to-head competition?

Product and Place Product (or Service) –Features –Variations –Packaging –Quality –Guarantee –Support –Brand –Enhancement Place –Sales outlets –Availability (Stock ?) –Delivery method (and returns)

Price and Promotion Price –Price –Discounts –Credit terms –Trade-in allowance –Support Promotion –Advertising –Publicity –Sales channels - promotion activity –Planning of Selling – personal selling, e-sale, mail

Product Life Cycle Stages –Research and Development –Launch –Growth –Maturity –Saturation –Decline Product Life Cycle Strategies –Innovative –Me too (copy) –Niche

Price and Income Management Price Policy –Cost plus Gross Profit gives Price (nice if you can get it) –Price less Cost gives Gross Profit (to fight competition) –For a service need to cover cost of Time and Materials (nice if you can get it) Payment terms e.g. 30 days credit –Payment on completion –Payment at regular intervals –Payment at milestones –Payment on delivery

Sales Channel –Sales representatives: seller visits potential customers –Retail outlet – potential customers visit seller –Web based B2C – virtual retail outlet –eBay Advertising –Raise image of organisation –Raise image of product –Increase sales of specific product for own organisation Sales aids –Discounts: bulk, trade, cash –Promotional offers