Venu Marketing
Transcript of Venu Marketing
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UNIT1
Marketing is about identifying and meeting the human and social needs profitably.
Marketing Goods Marketing Services Marketing Experience Marketing Events Marketing Persons Marketing Place Marketing Properties Marketing Organization Marketing Information Marketing Ideas
Negative Dd No Dd Latent Dd Declining Dd Irregular Dd Full Dd Overfull Dd Unwholesome Dd
Need Want Demand Exchange Transfer Transaction Relationship Target Market Segmentation Customer Value Customer Satisfication Marketing Channels
Supply Chain Competition
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Consumer Mkt Business / Stock Mkt Gobal Mkt Unprofit-Govt Mkt
Identify the neeed Create the need Satisfication the need Maintain the customer & Adding new customer Earn Profit for organisation throug customer satification Bring top of customer mind awarness
Exchange Concepts -Barter system Production ConceptsProducing the goods Product ConceptsDiffernet type of Commidity Sale Conceptsin form of number
USP-Unique Selling Point (or) Promotion:
o ATL: Above the Line Advertisement Print media Visual media
o BTL: Below the Line Contest Discount Gift Offer Money Back Instalment Wall paper Hoarding Translide Posters Banners Ex-change offer Pumplets Hand bill
Research & Development Relative Marketing & Service Marketing
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E-Commernce / Consumer Relation Marketing Consumer Behaviour Adverstiment & Sales Promotion Marketing Development Product Develop[ment Concept Development
Marketing, Finance, Production, Research and Development,
Information and Technology.
Suppliers, Marketing intermediaries Competitive, Demographic, Economic, Natural, Technological, Political,
and Cultural
:
the value or benefits the customers gain from using the product versus the
cost of obtaining the product
Based on a comparison of performance and expectations.
Performance > Expectations => Satisfaction Performance < Expectations => Dissatisfaction
Marketing with Production Marketing with Finance Marketing with Personal HR
Per capita Income Infrastructure Exchange Rate
Language Education Religious Social Values
Global Medium Innovation
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Communication
Political risk assessment Labour Condition Laws & Trade Regulation
TrafficRevenue, Protection Tariff Non Tariff & Adm:- Quotas on import, Customs barriers, Import & Export
Subsides, Exchange Control
MEANING
Astrategythatintegratesanorganization'smarketinggoalsinto a
cohesive whole. Ideally drawn frommarket research, it focuses on the ideal
product mixtoachievemaximumprofit potential. The marketing strategy
is set out in amarketing plan.
is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to increase
sales and achieve a sustainablecompetitive advantage.[1]
PEOPLE POWER GOAL ARE GOODS KNOW YOUR CUSTOMERS ENSURE AVAILABILITY
IGNORE YOUR CRITICS TURN THE ORDINARY INTO SOMETHING BEAUTIFUL JUSTIFY YOUR PRICE
http://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Competitive_advantagehttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/strategy.html -
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COMMUNICATE IN THE LANGUAGE OF YOUR AUDIENCE EXTEND THE EXPERIENCE BUILD A TRIBE BECOME THE NAME
MKTING MIX RESOURCES OF FIRM COMPETITION ECO GROWTH &STABILITY POLITICAL TREND LEGAL & REGULATORY ISSUES TECHNOLOGICAL ADVANCEMENT SOCIO-CULTURAL TREND
SEGMENTATION COMPETITIVE ALTERNATIVES DIFFERENTIATED POINTS OF VALUE (BY SEGMENT) MESSAGING AND POSITIONING (BY SEGMENT) MARKETING GOALS AND MEASURES TACTICAL PLAN, BUDGET, OWNERS TIMELINE TARGET MARKET SWOT MESSAGE ACTIVITIES
Product is anything that can be offered to the market for attention, acquisition uses,and consumption. Eg: physical goods, service, organization.
Single commodity & group commodity Depends on need & demand of the customer
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Durable product & non durable product Luxury product & necessary product
Consumer
Social Managerial
Convenience goods Shopping ,, Specialty ,, Unsought ,,
Raw material Manufacture parts Installation Accessory equipment Suppliers
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It determine the characteristic of prd meeting the consumer desires, characteristics
that stability to product
Research before production Possibility of production method Modification in existing lines Elimination of the product Improvement in the product Price determination Commercialization of products Coordination
Starting point of the marketing program Influence on marketing activities Customer satisfaction Ensures profitability of the product Prediction of profit Successful production and marketing
It is an technical activities of product research specification in the product line for a
given period of time
Changing customer preferences
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Technological changes Government policy
A period of slow growth as the product introduced in the market
A period of rapid market acceptance &substantial profit improvement
A slowdown in sales growth because the product has achieved acceptance by
most potential buyers.
Changes in consumers preference or technology lead to a fall in sales
MEANING
Its one which is really innovative which is significantly different from existing&imitative product that are new to the company
If buyer perceive that a given item is significantly different in somecharacteristic, there it is a new product
Market changes Changes in technology Less profit More competition
Diversification of risk
Base on life cycle innovation
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:
IDEA GENERATION EVALUATION &SCREENING OF IDEAS CONCEPT DEVELOPMENT &TESTING BUSINESS ANALYSIS PRODUCT DEVELOPMENT MARKET TESTING COMMERCIALIZATION
NEW TO THE WORLD NEW TO THE FIRM REPOSITIONING IMPROVING & REVISION REDUCTION COST ADDITION TO EXISTING PRODUCT LINE
DECLAING SALE VOLUME DECREASE IN MKT SHARE MORE COMPRTITION
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DECREASE IN PROFIT LACK OF INNOVATION
LACK OF INNOVATION WEAKNESS DISTRIBUTION COMPETITION PRODUCT DEFLECT INADEQUATE MKT ANANLYISS
Its sub dividing a mkt into distinct and homogeneous subgroup of customers where
any group can conceivably be selected as a target market to be met with distinct
marketing mix
It segmentation consists of talking the total heterogeneous market far a product anddividing in to several sub market
DEMOGRAPHICAL BASE * AGE,FAMILY LIFE CYCLE,GENDER
GEOGRAPHICAL BASE *PLACE,AREAD, REGION PSYCHOGRAPHIC BASE * LIFESTYLES,ATTITUDES,VALUES,LOYALTY
SOCIO-ECONOMIC BASE * OCCUPATION,INCOME
BUYER BEHAVIOUR * NEEDS &WANTS, TASTE &PERFERNCEVOLUME BASE *RETAIL,WHOLESALE
MEASURABLE /SIZEABLE SUBSTANTIAL /GROWING ACCESSIBLE DIFFERENTIABLE ACTIONABLE PROFITABLITY
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UNDERSTANDING &MEETING NEEDS OF CONSUMER TARGETED MARKETING ALLOCATION MKTING BUDGETS MINIMIZING AGGREGATION RISK HIGHER MKT SHARE STIMULATING INNOVATION BENEFITS TO CONSUMER BETTER UTILIZATION MKTING RESOURCES SPECILAZATION REG: PROMOTION ,DISTRIBUTION
DEVELOP A RELEVANT PROFILE FOR EACH SEG:(MKT) FORCASTING MKT POTENTIAL(CHANNEL MGT) FORCATING PROBABLE MKT SHARE(CONSUMER &DD) SPECIFIC MKT SEG(NEW MKT IN CONSUMER)
SIZE,OBJECTIVE,RESOURCES OF COMPANY TYPE OF PRD &MKT NATURE OF MKT LIFE CYCLE STAGE COMPETITIVE STRATEGY OF FIRM COMPRTITIVE STRUCTURE OF THE INDUSTRY
Its process evaluating each mkt segment attractive & selecting one or more segments
Market targeting is a broad term that is used to describe the process of identifyinggroups of consumers who are highly likely to purchase a specific good or service.
SINGLE SEGMENT CONCENTRATION SELECTIVE SPECIALIZATION PRODUCT SPECIALIZATION MKT SPECIALIZATION
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FULL MKT COVERAGE
EVALUATING MKT SEGMENTS
* SEGMENT SIZE &GROWTH
* SEGMENT STRUCTURAL ATTRACTIVNESS
* COMPANY OBJECTIVES &RESOURCES
SELECTING MKT SEGMENTS* LIMITED COVERAGE
* FULL COVERAGR
* ADDITIONAL CONSIDERATION
UNDIFFERENTIATED MARKETING DIFFERENTIATED MARKETING INDIVIDUAL MARKETING MASS MARKETING CONCENTRATED MARKETING
ETHICAL CHOICE OF MKT TARGETS SEGMENT INTERRELATIONSHIPS &SUPER SEGMENT SEGMENT BY SEGMENT INVASION PLANS MEGA MARKETING INTER SEGMENT COOPERATION
STANDARDIZATION /INDIFFERENTIATED MKTING DIFFERENTIATION/DIFFERENTITATION MKTING FOCUS /CONCENTRATED MKTING
has come to mean the process by which marketers try to create an image
or identity in the minds of their target market for itsproduct,brand, or organization.
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Product_(business) -
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Amarketing strategythataimsto make a brand occupy a distinctposition, relative
tocompetingbrands, in the mind of thecustomer.Companiesapplythisstrategyeither
by emphasizing the distinguishingfeaturesof their brand (what it is, what it does and
how, etc.) or they may try tocreatea suitableimage(inexpensive orpremium,
utilitarian or luxurious, entry-level or high-end, etc.) throughadvertising. Once a brand
is positioned, it is very difficult to reposition it without destroying its credibility. Also
called product positioning.
involves changing the identity of a product, relative to the identity of
competing products, in the collective minds of the target market.
involves attempting to change the identity of competing products,
relative to the identity of your own product, in the collective minds of the target
market.
: : What position do you currently own? What position do you want to own? Whom you have to defeat to own the position you want. Do you have the resources to do it? Can you persist until you get there? Are your tactics supporting the positioning objective you set?
This is a scenario in which the customers have a
blurred and unclear idea of the brand.
This is a scenario in which the customers have too limited aawareness of the brand.
This is a scenario in which the customers have a confusedopinion of the brand.
This is a scenario in which customers do not accept theclaims of a brand.
COMPETITORS IDENTIFICATION DETERMINING HOW COMPETITORS ARE PERCEIEVED & EVALUATED DETERMINING THE COMPETITORS POSITION
http://www.businessdictionary.com/definition/marketing-strategy.htmlhttp://www.businessdictionary.com/definition/marketing-strategy.htmlhttp://www.businessdictionary.com/definition/marketing-strategy.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/marketing-strategy.html -
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ANALZING CUSTOMERS PREFERENCES MAKING THE POSITING DECISION MONITORING THE POSITION
ATTRIBUTES * CORPORATE IDENTITY PRICE * BRAND ENDORSEMENT QUALITY * UNIQUENES COMPETITOR * BEHAVIORAL APPLICATION * CATEGORY PRODUCT USERS * USE &USAGE PRODUCT CLASS * DEMOGRAPHIC GROUP BENEFITS * PSYCHOGRAPHIC
MIND OF POTENTIAL CUSTOMER CREATE DISTINCTIVE PLACE CONVEY ATTRACTIVENESS OF THE PRODUCT DEVELOPMENT OF EXSTING SERVICES
GUIDELINE FOR DEVELOPMENT MARKING MIX
GIVE TARGET MARKET
Put a Venn Diagram Chart on a sheet of paper.
List in each circle a benefit of your product.
Research the industry in which your product is listed
Evaluate the benefits you thought of vs. the most recent mega-trends
Combine the benefits of the product, and write one to two persuasive sentences.
Remember - write a positioning statement for each market segment.
MeaningA system is the particular set of interdependent organizations
involved in the process ofmaking a product or service available for use or consumption.
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A push strategy uses the manufacturers sales force, trade promotion money, and
other means to induce intermediaries to carry, promote, and sell the product to
end users
A pull strategy uses advertising, promotion, and other forms of communication topersuade consumers to demand the product from intermediaries
Habitual shoppers High value deal seekers Variety-loving shoppers High-involvement shoppers
Service/quality customers Price/value customers Affinity customers
Gather information Develop and disseminate persuasive communications Reach agreements on price and terms Acquire funds to finance inventories Assume risks Provide for storage Provide for buyers payment of their bills Oversee actual transfer of ownership Price Stability Promotion
PHYSICAL FLOW SupplierwarehouseMang:W.HDealearW.HCustomer
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TITLE FLOW SupplierManf:Dealercustomer PAYMENT FLOW CustomerbankDealermanf:supplier INFORMATION FLOWCustomer Dealer manf:supplier PROMOTION FLOWsupplieradv agencymanf:adv agentdealercustomer
* DIRECTManf:(selling manf:plant, door2door, mailorder, multipleshop) Customer
* INDIRECT
1. Manf:RetailerCustomer
2. Manf:WholesalerRetailerCustomer
MULTI CHANNEL/HYBRIDMCCustomer
o Selecting channel memberso Recruiting channel memberso Training channel memberso Motivating channel memberso Evaluating channel memberso Modifying channel memberso Managing Channel Relationship
MEANING
Any paid form on non personal presentation by the identified sponsor through the
media which choose of sponsender
Its any paid form of non-personal presentation, any form, ideas goods &services
&identify sponsor
It consist of all actives in presenting to group anon personal oral/vision,
msg,prd&services
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MISSIONSales goal , Adv objective MONEYMkt share, consumer base, competitor,adv freq: ,prd substitution MESSAGEmsg generation,msg evaluation ,msg selection , social response MEDIAreach,freq, media type, time,impact ,media allocation MEASURABLE-sale impact,comm impact
INFORMATIVE REINFORCEMENT REMAINDER PERSUAVIVE
*INCREASE DEMAND *BUILD GOODWILL*SUPPORT SALESMEN*ATTRACT
MIDDLEMEN*BULID NEW BRND
BASE ON GEOGRAPHICAL
*GLOBAL ADV*INTERNATIONAL ADV*NATIONAL ADV*REGIONAL ADV*NATIONAL ADV
BASE ON GROUP*CONSUMER ADV*INDUSTRIAL ADV*TRADE ADV*PROFFESIONAL ADV
BASE ON DEMAND
*PRIMARY *SELECTIVE
BASE ON PRODUCT
*INSTITUTINAL*PRODUCT
NEWSPAPER RADIO TELEVISION MAGZINE MAIL NEWSLETTER YELLOW PAGE BROCHER
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TELOPHONE INTERNET
COMMERICAL FUNCTION SOCIAL FUNCTION ECONOMIC FUNCTION PSYCHOLOGICAL PRIMARY-increase sales ,increase customer SECONDARY-encourage salesman, prd qty, creation secutry
HOUSEHOLD BUS: ORG: TRADE CHANNEL GOVT PROFFESIONAL
MKTING MIXprd, price,promotion ,place BRAND MGTinfo:, new brand ,brand loyalty,equity SEGMENTIONdifferetanit ,positing REVENUE &PROFITABLITY - PRICE,VALUE,BUSINESS CYCLE
TARGET AUDINCENCE MEDIA HABIT PRD CHARACTERSTIC PERCENTAGE SALES MESSAGE CHARACTERSTIC OBJECTIVE &TASK
MESSAGE LIFE COMM: EFFECTIVNESS
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GEOGRAPHIC SELECTIVITY FLEXIBILTY AUDIENCE SELECTIVTY PRESTIGE COVERAGE COST FREQUENCY LEAD TIME
ADV MANF:- increase sales,lower cost, qick turn over, steady demand,creation
goodwill
ADV MIDDLEMENguarntee qick sale,maintance,act as saleman ADV CONSUMERfacility of purchasing, improvement of qty,consumer
surplus,education consumer
ADV SOCIETY-encouragment to reasearch,change motivation,encouragment men
BARRIERS OF ENTRY
INCREASED COST MULTIPLICATION NEED WASTAGE NATIONAL RESOURCES MANAGERIAL DIFFICULTIES
MEANING
It consist collection of incentive tool most short term design to stimulating quicker /greater purchase of particular product/service of customer/trade
Demand stimulating devices design to supplement advertisement &facilities personnel Target of activity middlemen, end-user, own sales forces
CONSUMER TRAIL
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INCREASE PURCHASE RATE ATTRACT BRAND SWITECHES INTRODUCE NEW BRAND HIGH SALE RESPONSE BENEFIT OF MANF: &CONSUMER INCREASE LOYALTY INCREASE SALE CONSUMER SEGMENT ATTRACT NEW CONSUMER
INCREASE MKT SHARE FOR DEALER IMPROVE NEW PRODUCT &NEW PROMOTION FACE COMPETITION INFORMATION AOID DUPLICATE GOODS AWARNESS OF CUSTOMER REMAINDING MIND OF CUSTOMER ESTABLISING OBJECTIVES TALKING POINT OF SALE
BENEFIT TO MANF:
* CREATE NEW CUSTOMER *RETAIN EXIT CUSTOMER *COMPETITION SUPPORT
BENEFIT TO MIDDLEMAN MULTIPLE SALES * REDUCE STARIN*INCREASE IMAGE BENEFIT CUSTOMER
* INFORMATION*LOYALTY*INCENTIVE*VALUE OF MONEY
CONSUMER ORIENTED
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COUPONS*PRICE OFF*PREMIUM*CONTEST*SAMPLE*TRIAL*GIFT CARD*BRANDPLACEMENT*EVENT SPONSPERSHIP*FREQ:PROG:
TRADE ORIENTED* INCENTIVES*ALLOWANCE*SALETRAINING PROGRAM*TRADE SHOW*BUS:GIFT*TRIAL
OFFER*CONTEST
INTRODUCE NEW PRODUCT/BRAND PROMOTIONAL TOOLS VARIETY OF CONSUMER BEHAVIOUR INCREASE CO-OPERATION FOR CHANNEL MGT STIMULATING DEMAND
SELL SUB STANDRAD PRODUCT NOT REAL DECREASE IN PROMOTION DOWN RAPIDLY SHORT TERM IMPACT HURT BRAND IMAGE &PROFIT COPIED BY COPETITORS
to the buying behavior of final consumers (individuals & households) who
buy goods and services for personal consumption.
* This Psychological social & Physical behavior of potential customer as they
become aware of evaluate, Purchase, Custom & tell other People about product &
service
Economic Model Learning Model Psycho-Analytical Model Socio-Logical Model Nicosia Model HowardSheth Mode
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Who Influence buying Decision Who Make Buying Decision Who Makes Purchase Who use the Product
Motivation Perception Learning Memory
ge
Life cycle size Occupation Wealth Personality Value Life style Self-Concept
Reference group Family Social Roles Status
Nationality Religious Racial Group Geographical Region
When a current product isnt performing properly When the consumer is running out of an product When another product seems superior to the one currently used
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Personal Sources Commercial sources Public Source Experiential Sources
Product Attributes Degree of Importance Brand Beliefs Total Product Satisfaction Evaluation Procedures
Purchase Intention
Purchase Decision
Consumers Expectations of Products Performance Products Perceived Performance
INTRODUCING
is a form ofelectronic commercewhereby consumers directly buy goods orservicesfroma seller over theInternetwithout an intermediary service. An online shop, e shop, e-
store, Internet shop, web shop,webstore, online store, or virtual store evokes the
physical analogy of buyingproductsor services at abricks-and-mortarretaileror
shopping centre. The process is called business-to-consumer (B2C) online shopping.
When a business buys from another business it is called business-to-business (B2B)
online shopping.
Trust unknown person without showroom to sell product through internet
Reach Customer Base Create Potential customer Convenience Direct interaction Close Relationship Exact no: of Customer
http://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Shopping_centrehttp://en.wikipedia.org/wiki/Shopping_centrehttp://en.wikipedia.org/wiki/Shopping_centrehttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Electronic_commerce -
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Easy to Access Increase the Conventional market
Expand the Product to global level Customer base cross the world Max: Customer & Min: Cost Latest Technologies Innovation Advertisement More data base
INTRODUCING abusinessterm, is a measure of how products and services supplied by a company meet
or surpass customer expectation. It is seen as a key performance indicator within
business and is part of the four of aBalanced Scorecard.
FACTOR INFLUCING C .S/ : PRODUCT SALES ACTIVITY AFTER SALES CULTURE PERCEIVED QUALITY FACTORS GOOD VALUE EMPLOYEES' KNOWLEDGE
PRD & SERVICE FEATURE CONSUMER EMOTIONS ATTRIBUTIONS FOR SERVICE SUCCESS /FAILURE PERCEPTION OF EQUITY/FAIRNESS OTHER CONSUMER,FAMILY MEMBER &CO-WORKER
http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Business -
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CUSTOMER ORIENTED MGT COMPARISON WITH COMPETITION COMPARISON OVER TIME
PROFIT FROM SPECIFIC INSIGHTS
LOYALTY REDUCED COST
INCORPORATING GOOD BUSINESS PRACTICES CREATING &DELIVERING VALUE CUSTOMER RELATIONSHIP MGT BUILD OPPORTUNITIES FOR REPEAT BUSINESS. MEET CUSTOMERS' EXPECTATIONS
CUSTOMER ALSO PROVIDE LEADS &REFERRALS CUSTOMER GIVE EVERYONE INSOGHT INTO COMPETITION CUSTOMER HELP TO GIVE IDEAS FOR DEVELOPMENT KNOW WHY CUSTOMERS LEAVE MEASURE EVERYTHING MEET CUSTOMERS' EXPECTATIONS.
PROVIDE FEEDBACK FORMS RESPONING DIRECTLY TO CUSTOMER FEEDBACK ASKING CUSTOMER NEEDS WHN CUSTOMER CALL WITH PROMBLEM HANDLE DISPUTES UNIFORMLY & CONSTRUCTIVELY DEMONSTRATING HOW COMPANY LISTENS TO ITS CUSTOMER ENCOURAGING SERVICE CULTURE THROUGH OUT THE ORG:
COMMENT CARD
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RATING SCALE PRE-TEST STATISTICALLY VALID SAMPLE SIZE QUESTIONNAIRES FOCUS GROUP REPORT CARD VISIT TO THE CUSTOMER TOLL FREE TELEPHONE LINES C.S.INDEX
BUSINESS RELATED SUPPLIER RELATED CUSTOMER RELATED COMPETITORS RELATED PERFORMANCE RELATED
ESTABLISHMENT OF STUDYS SUBJECT MATTER &GOAL EXPLORATORY PHASE CHOICE &DESIGN OF STUDY METHODS PRE-TEST IMPLEMENTATION OF THE STUDY ANALYSIS OF STUDY DATA FORMULATION OF PLANS OF ACTION IMPLEMENTATION OF PLAN OF ACTION
INTRODUCTION
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.
CRM is a business strategy that aims to understand/appreicate, ,manage &personalizethe need of an org
SHARE OF CUSTOMER LIFETIME VALUE OF THE CUSTOMER CUSTOMER EQUITY GREATER FOCUS ON HIGH VALUE CUSTOMER
OPERATIONAL CRM COLLABORATIVE CRM ANALYTICAL CRM
CUSTOMER ACQUISITION CUSTOMER INTERACTION MGT (CIM) CUSTOMER RETENTION ATTRITION DEFECTION
INCREASE SALES REVENUES INCREASED MARGINS REDUCE THE COST INCREASE WIN RATES IMPROVED CUSTOMER SATISFACTION RATING LOWER COST OF RECRUITING CUSTOMER INCREASE CUSTOMER RETENTION & LOYALTY EVALUATION OF CUSTOMER PROFITABLITY
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COMPANY OWNERSHIP IS BASE ON CAPITALIST SYSTEM REQUIRE TOP- MAGT SUPPORT CONFUSION IN ATTRIBUTES
PROBLEM IN IMPLEMENTATION
BUILDING RELATIONSHIP NOT FUNCTIONALLY PRGANIZED CUSTOMER DISSATISFACTION NOT BEING CUSTOMER CENTRIC
Its is a broad term that is used to identify the process &procedures used to locate
qualify &ultimately secure the business of new customer
SUSPECTS ENQUIRIES LAPSED CUSTOMER FORMER CUSTOMER COMPETITORSS CUSTOMER COMPETITORSS LAPSED CUSTOMER COMPETITORSS ENQUIRIES COMPETITORSS FORMER CUSTOMER REFERRALS EXISTING BUYER
FOCUSES APPROACHKnower's, Referrers, Indifferent, Rejecters Proving WIN - WIN Platform Initiate Forum for Communication Attempt to Minimize FUD
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Focus on Decision Process
ENQUIRY INTERACTION EXCHANGE CO-ORDINATION ADOPTION
TYPES OF BUYINGRational Buying , Emotional Buying TYPES OF PRODUCT TYPES OF CUSTOMER ECONOMIC ENVIRONMENT CONTEXTUAL OPERATION
its process of keeping customer in the customer inventory for an unending period by
meeting needs &exceeding the expectations of those customer
FINANCIAL BONDS
* discount coupons *gifts*membership benefits
SOCIAL BONDS special attention*informing customer agt new services*wishing customer on their
anniversaries
CUSTOMIZATION BONDS Personalizing service *Offering a combination of services that suit customers specific
needs
STRUCTURAL BONDS* Sharing processes *making joint investment on technology * integrating system with
ncustomer
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PEOPLE PROCESS PRD
ORG
COMPETITORS COST ANALYSIS CUSTOMER ANALYSIS KNOWLEDGE ON PURCHASE BEHAVIOR PATTERN DIFF: IN PRICE & QTY STANDARD PAYING ABILITY OF CUSTOMER
its known as customer turn over it means losing customer, it occurs when an unhappy customer decides to stop hire /
purchase the services / prd, decides to find some other suitable alternative tat satisfies
its needs which org failed to deliver
PRICE DEFECTORS PRDUCT DEFECTORS SERVICE DEFECTORS MARKET DEFECTORS TECHNOLOGICAL DEFECTORS ORGANISATION DEFECTORS
LOYALTY PROBLEMS MISCONCEPTION ABT PRICE CONTACT CENTER
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:M.R. is define as systematic Design, Collection, Analysis, reporting of data &
Finding relevant to Specific market situation facing in the Company
Ad-Hoc Research Continuous Research Interview Pure Research Applied Research Problem Oriented research Evaluation Research Impact Research
Establishing the Need Marketing Research Defining the Problem Establishing Research Objectives Determining Research Design Identifying Information Types and Sources Determining Methods of Accessing Data Designing Data Collection Forms Determining Sample Plan and Size Collecting Data Analyzing Data Preparing and Presenting the Final Report
Concept Research Product Research Price Research Distribution Research Advertisement Research
Title Page Table of Content Preface ForewordIntroduce & need for study with review of title
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Statement of Objective & Hypothesis Research Methodology Contain
o Research Designo Data Collection method & Instrument usedo Sample Plano Field worko Scheme of Analysis & Interpretation of Datao Limitationo Scope
Actual Analysis & Interpretation of data Findings Conclusions & Recommendations Appendices
o Copies of form (Questionnaires used)o Details of samples & Validationo Data table not directly relate with studyo Bibliography
: Trust unknown person without showroom to sell product through internet
Reach Customer Base Create Potential customer Convenience Direct interaction Close Relationship Exact no: of Customer Time management Cost cut Decrease in Promotion cost Entire Product Knowledge Easy to Access Product information
Lack of Experience
Risk more
Illegal Activities :Duplicate, Fare product, Without Licenses, Unregistered Lack of Personal selling
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Cannot Bargaining Activities Lack of Marketing activities
Forums Newsgroups Bulletin Boards Web community E-mail Web casting
Rapidly increase in Technology Innovation Market Easy to understand Decrease in cost Awareness to the customer Increase market advertising strategy Easy to Access Increase the Conventional market
Expand the Product to global level Customer base cross the world Max: Customer & Min: Cost Latest Technologies Innovation Advertisement More data base
Business Business 2 Business Business 2 Customer Business buyer Ultimate Consumer
Business
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Medium Marketing Channel Complete Market Place Time Management
Access to all Market Scope free growth Time save Increase in sales Reducing Promotion cost Cost cutting Increase in Customer Value & Customer service Medium of Communication Better Relationship customers
Time saving Convenience Competition buying Door Delivery Easy to Purchase Improve our Product Knowledge
Growth in Volume business in the web Growth in Subscribes Growth in Enlargement range in Product market
Legal / Regulatory Infrastructure Commercial Other Problem
o Intangible actiono Illegal activitieso Duplication goodso Lack of Registered
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Establish
Preparation Need strategies Business plan Targeting Understanding Targeting Setting up IT infrastructure Setting the Structure of sales
High Traffic Device for security Discount, Games Making site interaction Website updating User friendly
Social Networking Target Market Digital Email Online Video Channel Integration
Keep in Top new emerging trends Beware of what competitor doing Keep on top of your business Continue test marketing to make sure its points to target customers
Establish Brand identify Create core target audience Increase Potential cost Pull customer Marketing Plan
Time Management
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Getting Involved Budgeting Evaluation Communication channel Willingness Understand the human behavior Removing ROI Unifying Customer Win-win Policy or say no