Marketing v proceedings of company Main task of marketing = divine, identify needs, requirements and wishes some groups of consumers and fill them by the help of offers of products and services better and more efficient than competitors. consumers companycompetitors

Exercise of marketing Correct function of marketing requires :  understanding consumer and his needs  knowledge of competitors  cooperation with key company´s activities Existing products and contemporise consumers New products for contemporise consumers Existing products and new consumers New products for new consumers

Basic conceptions needs requirement advantage (benefit) value market market segment

Basic markets Consumer´s market Business market

Marketing mix is collection of instruments, which use company for enforcement their ambitions on market. The common concept consists of 4 P (product, price, place, promotion). Somewhere you can find 6 P or more (partnership, people,…). Nowadays concept is more focused on the view of customer and marketing mix is 4 C (product – Customer value; price – Customer Costs; place – Convenience; promotion – Communication).

Marketing´s mix = collection of instruments, which use company for enforcement their ambitions on market Segment (target group) Product quality, mark, package, services Communication personal sale, advertising, public relations, support of sale Distributive ways Cost

-Product´s mix  Quality of product  Mark of product  Package  Services as part of product Marketing´s mix Segment (target group) Product quality, mark, package, services Communication personal sale, advertising, public relations, support of sale Distributive waysPrice

Price´s mix  Methods of creative prices  Price´s instruments Marketing´s mix Segment (target group) Product quality, mark, package, services Communication personal sale, advertising, public relations, support of sale Distributive ways Price

Distributive´s mix – Types of distributive´s ways Marketing´s mix Segment (target group) Product quality, mark, package, services kvalita, značka, balení, služby Communication personal sale, advertising, public relations, support of sale Distributive ways Price Traditional long way ProducerWholesale Retail Consumer Special way ProducerWholesaleConsumer

Short way Short way, when producer supplies and selling directly to final consumer Marketing´s mix Distributive´s mix – Types of distributive´s ways Producer Retail ConsumerProducerConsumers Customers Segment (target group) Product quality, mark, package, services kvalita, značka, balení, služby Communication personal sale, advertising, public relations, support of sale Distributive ways Price

Comunication´s mix  Personal sale  Public relations  Advertising  Support of sale Marketing´s mix Segment (target group) Product quality, mark, package, services kvalita, značka, balení, služby Communication personal sale, advertising, public relations, support of sale Distributive waysPrice

ProductConsumer shifting the focus to satisfying the consumer needs. PriceCost reflecting the total cost of ownership (customer's cost to change or implement new product and customer's cost for not selecting a competitor's product or service). PromotionCommunication represents a broader focus (advertising, public relations, personal selling, viral advertising). PlaceConvenience takes into account the ease of buying the product, finding the product, finding information about the product.

Purchase Target is to guarantee activities of organization with required range of product and services in required quality, in required time and on required place.

Influence of purchase on efficiency of business –Influencing of total expenses –Influencing of expenses on separate purchasing process –Influencing of expenses on retaining of supplies –Viceexpenses

Types of purchasing situations: –usual, repeated purchases, –modifyed purchases, –new purchases.

Supplier Strategy : –At repeated purchases –At modifyed purchases –At new purchases Main motivation of purchasing groups

Structure a methodology of purchasing process –Impartial purpose of real necessity organisation, –Creation the most wide selective base products and services, which are able to meet our nesessities, –Identification of mpossible suppliers, launch of choice trial, –Separate choice of supplier, –Conclusion of contract, –Uninterrupted monitoring of suppliers.

Purchase differentiation –ABC analysis of purchased nakupovaných items –Diferentiation according to importance of purchasing items Strategy items Substitution items Items without problems Narrow-profile items

Main principles of supplier choice –Price, –Quality, –Ability to production of supplier, –Logistic services level, –Arrangement of research and development, –Financial health of the firm.

Clasification of company supplies : Usual supply Technological supply Safety supply

Clasification of company supplies : Expense Items connected with existention of supplies : Holding supply expense (N 1 ) singly expense for suplly provision (N 2 ) Deficiency of supply loss

Supply extent determination Economic Order Quantity min N(Q)=N 1 +N 2

Supply extent determination x max = Q x x min = 0 Q tctc T

Determination of optimal supply extent

Determination of optimal supply structure

Real situation : Free means restriction Capacity restriction