1. MARKETING SEMINAR 2005

3. RESEARCH & DEVELOPMENT RESEARCH Search Planning New Knowledge Non Public Knowledge Future Implementations DEVELOPMENT Implementation Direction Product/Process Improvement Business Objective

6. MARKETING RESEARCH

8. PM 3.11 Contents of a marketing plan SECTIONPURPOSE Executive summaryPresents a quick overview of the plan for quick management review Current marketing situationThe marketing audit that presents background data on the market, product, competition and distribution SWOT analysisIdentifies the company ’ s main strengths and weaknesses and the main opportunities and threats facing the product Objectives and issuesDefines the company ’ s objectives in the areas of sale, market share and profits, and the issues that will affect these objectives Marketing strategyPresents the broad marketing approach that will be used to achieve the plan ’ s objectives Action programmesSpecifies what will be done, who will do it, when it will be done and what it will cost BudgetsA project profit and loss statement that forecasts the financial outcomes from the plan ControlsIndicates how the progress of the plan will be monitored

10. The innovation time of scientists at Ramat Negev is headed by Yoel DeMalach, Dean of Brackish Water Agricultures.

11. Picture 8.2: Second Generation Picture 8.1: First Generation Picture 8.3: Third Generation Figure 8 : Generations of Products

12. SELECTED CORE COMPETENCIES/PRODUCTS BENETTON Product-Design Production Distribution Brand Name NIKE R&D Technology Product-Design Distribution Brand Name TEVA Research & Development Vertical Integration Distribution Finance DELTA GALIL Product-Design Production Logistics

13. Persuade to Buy Match Customer’s Requirements

16. PRODUCTS STRATEGY Ansoff Matrix Product Development Market Penetration Diversification Market Development Present Future Present Future MARKETS PRODUCTS

17. PRODUCTS STRATEGY-B.C.G Problem Children Star Dog Cow High Low OF GROWTH Large Small MARKET SHARE RATE 116

19. PRICE STRATEGY CUSTOMER ’ S VALUE APPROACH COMPETITION APPROACH Discrimination Historical Price COST APPROACH Benefit Break-even Cost Plus Ultimate Luxury Shopping Convenience Me Too Survival Profit Maximization Market share Quality Leadership Leadership MARKETING OBJECTIVES

21. PHYSICAL VALUE BRIDGE

23. GLOBALIZATION DRIVERS Competitive Drivers Following another company’s path in local (Benetton and Gap in US) and international markets (Nokia) Market Drivers Common customer needs Global customers Global channels Transferable marketing Technology Driver Internet, cell phone, Cost Drivers Economies of scale, scope, sourcing Source: Yip G. 1992 Total Global Strategy Englewoods Cliffs, NJ Prentice Hall Government Drivers Trade policy

24. ENTRY STRATEGIES Exports Sourcing Licensing Joint Venture. Equity Ownership Alliances

25. · Domestic · International · Multi-domestic, Multi National · Global · Transnational INTERNATIONAL STRATEGIES

26. PORTER’S DIAMOND Factor Demand Conditions Conditions Chance Firm Strategy Structure & Rivalry Related & Supporting Government Industries