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Marketing

Role of Marketing
1. Strategic role
  1. Choice
  2. Standard of Living
  3. Employment
  4. Brand Awareness
  5. Increasing Market Share
2. Interdependence
  1. Finance
    1. Influences pricing strategies
    2. Budgets and forecasts for promotional campaigns
  2. Operations
    1. Product features suit target market
  3. HR
    1. Staff have appropriate skills and training
3. Approaches
  1. Production
  2. Selling
  3. Marketing
4. Types of markets
  1. Resource
  2. Industrial
  3. Intermediate
  4. Consumer
    1. Mass
    2. Market Segment
    3. Niche Market
Influences
1. Consumer Choice
  1. Psychological factors
    1. Motivation
    2. Perception
    3. Learning
    4. Beliefs and attitudes
    5. lifestyle
    6. Personality and self-concept
  2. Sociocultural factors
    1. Occupation
    2. Customs
    3. Place of residence
    4. Cultural beliefs and attitudes
    5. Socioeconomic status
  3. Economic factors
    1. Income
    2. Economic Conditions
      1. Downturns / Depressions
        i.e. GFC
      2. Upswings / Boom
    3. Currency fluctuations
  4. Government factors
    1. Laws
      1. Competition and Consumer Act (2010) Cth
        Links to Consumer laws
        Enforced by ACCC
    2. Age Restrictions
      1. i.e. alcohol
    3. Promotion of socially acceptable behaviours
      1. i.e. Quit Smoking Campaign
2. Consumer Laws
  1. Deceptive and Misleading Advertising
  2. Price Discrimination
  3. Implied Warranty
  4. Resale Price Maintenance
3. Ethics
  1. Truth, accuracy and good taste in advertising
  2. Products that may damage health
  3. Fair Competition
    1. Sugging!!!
Marketing Processes
1. Marketing Plan
  1. Executive Summary
  2. Situational Analysis
    1. SWOT
    2. Product Lifecycle
  3. Market Research
    1. Primary Data
      1. Observation
      2. Surveys
      3. Experiments
    2. Secondary Data
      1. Internal
        Annual reports
        Previously collected data
      2. External
        Commercial Data
        Govt Publications
  4. Market Objectives
    1. SMART!
    2. Increase Market Share
    3. Expand into new geographic markets
    4. Expand product range
  5. Target Market
    1. Mass
    2. Niche
    3. Market Segment
  6. Marketing Strategies
    1. Product
    2. Price
    3. Place
    4. Promotion
  7. Implementation, Monitoring and Controlling
    1. Sales Analysis
    2. Market Share Analysis
    3. Marketing Profitability Analysis
Marketing Strategies
1. Market Segmentation
  1. Geographic
  2. Demographic
  3. Psychographic
  4. Behavioural
2. Positioning
3. Marketing Mix
  1. Product
    1. Branding
    2. Packaging
  2. Price
    1. Methods
      1. Cost Plus Margin
      2. Market based
      3. Competition based
    2. Strategies
      1. Loss-leader
      2. Discount Price
      3. Market Skimming
      4. Penetration Pricing
      5. Price Points
  3. Place
    1. Channels
      1. Producer - Consumer
      2. Producer - Retailer - Consumer
      3. Producer - Distributor - Retailer - Consumer
    2. Methods
      1. Intensive Distribution
      2. Selective Distribution
      3. Exclusive Distribution
    3. Physical Distribution Issues
      1. Transport
      2. Warehousing
      3. Inventory
  4. Promotion
    1. Above the line
      1. Advertising
      2. Personal Selling
      3. Sales promotion
      4. Relationship Marketing
    2. Below the Line
      1. Publicity & Public Relations
      2. Opinion Leaders
  5. New P's
    1. Physical Evidence
    2. People
    3. Processes
4. Global Marketing
  1. Global Branding
  2. Standardisation / Differentiation
  3. Competitive Positioning

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Marketing

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	Created by Elizabeth Clifford over 11 years ago