Business Management B part I March 27, 2013 Heinrich Homola

Marketing The process of creating, distributing, promoting and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment Pride, Ferrell: Marketing, 2010

Marketing Mix Four marketing activities - product, distribution, promotion, pricing - that a firm can control to meet the needs of customers within target markets Pride, Ferrell: Marketing, 2010

Marketing Management The process of planning, organizing, implementing and controlling marketing activities to facilitate exchanges effectively and efficiently Pride, Ferrell: Marketing, 2010

Exchanges The provision or transfer of goods, services or ideas in return for something of value Pride, Ferrell: Marketing, 2010

Marketing Strategy A plan of action for identifying and analyzing a target market and developing a marketing mix to meet the needs of that market Pride, Ferrell: Marketing, 2010

Marketing Plan A written document that specifies the activities to be performed to implement and control the organization’s marketing activities Pride, Ferrell: Marketing, 2010

Marketing Concept A philosophy that an organization should try to provide products that satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve its goals Pride, Ferrell: Marketing, 2010

transaction marketing relationship marketing

11 from “Business Management”, Karel Havlíček, 2012 Marketing management Transaction marketing Orientation towards single purchase Limited direct customer contact Focus on product benefits Emphasis on short-term performance Limited level of customer service Goal of customer satisfaction Quality is the manufacturing responsibility Relationship marketing Orientation towards repeat sales Close, frequent customer contact Focus on value to customer Emphasis on long-term performance High level of customer service Goal of „delighting the customer“ Quality is the whole organization´s responsibility

4 P’s 4 C’s

13 from “Business Management”, Karel Havlíček, 2012 Marketing mix 4Ps & 4Cs MIX four Ps Product Price Place Promotion MIX four Cs Customers needs&wants Cost to the customers Convenience Communication four Cs four Ps

QMS TQM

15 from “Business Management”, Karel Havlíček, 2012 Summary : What is „CRM“ ? Exchange of marketing mix four Ps four Cs Exchange of customers customers stakeholders Exchange of marketing transaction relationship Exchange of quality management QMS TQM

Macro marketing research Micro marketing research

17 from “Business Management”, Karel Havlíček, 2012 Marketing research FAR environment analysis sociological technological economic environmental political NEAR environment analysis competitors buyers suppliers substitute products potential competition micromacro

18 from “Business Management”, Karel Havlíček, 2012 Marketing plan SWOT analysis ObjectivesStrategiesControlling Strengths Weaknesses Opportunities Threats Specific Measurable Achievable Realistic Time Product s. Pricing s. Distribution s. Communication s. Strategic c. Operative c.

19 from “Business Management”, Karel Havlíček, 2012 Marketing strategies Product strategy Communication strategy Distribution strategy Pricing strategy four Cs

20 from “Business Management”, Karel Havlíček, 2012 Marketing strategies Product strategy four Cs

21 from “Business Management”, Karel Havlíček, 2012 Product strategy (customers needs & wants) Product strategy four Cs Life-cycles management Product range management Brand&Image management

22 from “Business Management”, Karel Havlíček, 2012 Marketing strategies Pricing strategy four Cs

23 from “Business Management”, Karel Havlíček, 2012 Pricing strategy (cost to the customers) Pricing strategy four Cs Calculating a price Pricing existing Products Price cutting-leading- folowing Pricing new Pruducts Price skimming, penetrartion pricing

24 from “Business Management”, Karel Havlíček, 2012 Marketing strategies Distribution strategy four Cs

25 from “Business Management”, Karel Havlíček, 2012 Distribution strategy ( convenience ) Distribution strategy four Cs Mix of distribution channels Channels conflict managemnet Internal service management

26 from “Business Management”, Karel Havlíček, 2012 Marketing strategies Communication strategy four Cs

27 from “Business Management”, Karel Havlíček, 2012 Communication strategy ( communication ) Communication strategy four Cs External communication management Internal communication management

28 from “Business Management”, Karel Havlíček, 2012 Marketing strategies Product strategy Communication strategy four Cs Specific example: concept development