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Chapter 02
Group Profile: Corporates
Name Roll
Mohammad Alamin 13
Hasan Uzzaman 81
Hafez Ahmed 95Md. Abu Thuiv Chowdhury 13
!azrul "slam Murad 1#$
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Scope of marketing
Marketing activities
Positions and Jobs within MarketingDepartments
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Marketing Activities
1. ndentif! potential markets
". Conceive new products
#. Coordinate with other functional areas of theorgani$ation
%. Develop appropriate pricing
&. Develop ' Coordinate a distribution s!stem
(. Develop effective communication programs
). Develop ongoing research programs
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Positions and Jobs within Marketing Departments
1. Carr!ing out surve! research
". Monitoring M*+ related information
#. ndentif!ing potential markets
%. ,ssessing the competitive ' other environmentalcircumstances that ma! influence e-change
opportunities
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Positions and Jobs within Marketing
Departments
Product Managers: esponsible for developing new products/for proposing and implementing pricing/ financing and distribution
arrangements.,dvertising0Marketing Communication Department:
esponsible to develop ' implement promotional plans.
+ales Department: esponsible for developing a sales force or
coordinating distribution channels.Director of Marketing: esponsible for coordinating these
various activities ' in conunction with other senior managers for
developing strategic plans
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Using information for Competitive
advantage
nternal nformation2-ternal nformation
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Typical nternal nformation !eeds for marketing Managers
nbound 3ogistics: +uppliers/ internal prices/ storage costs4perations: Manufacturing costs/ inventories/ finish goods/
fle-ibilit!/ rework costs.4utbound 3ogistics: +hipping costs/ storage costs.+ales: Products sales/ sales persons commissions/ geographic
areas/ whole seller/ retailer commission
Customer +ervice: Costs/ re5uests/ complaints.
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Typical "#ternal nformation !eeds for
marketing Managers
Competitors: Market share/ products/ costs structures/ industries structures6echnolog!: product related/ production/ communication/ information
s!stemsCustomers: purchase patterns/ demographics/ ps!chographics/ product
re5uirements
2conomic: emplo!ments trends/ economic proection/ disposal income/interest rate trends/ e-change rate
Political: 3egislation/ treaties/ elections/ regulator! agencies/ udicialrulings
+ocial ' cultural: roles0values/ regulations0belief s!stems
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nternal "nvironmental Monitoring $
Competitive Advantage
nbound 3ogistics: Considers how the firm obtains neededresources from the environment ' from suppliers
Production 4perations: have huge impacts on marketing programs7 for e-ample8production costs/ add to a product 9ariable
cost 9C; ' decrease price fle-ibilit!.
4utbound 3ogistics: s the ph!sical ' procedural s!stems for
warehousing goods ' transporting them to customers.Marketing and +ales: ,llows the marketers to monitor unit
products sales/ prices obtain ' gross margin b! product t!pes/
geographic area/ retailer ' sales person.
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nternal "nvironmental Monitoring $
Competitive Advantage
+ervice: suggest how customers use products/ the features the!value/ the t!pes of person who actuall! use the products ' the
benefits the users e-pects.
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"#ternal "nvironmental Scanning $ Analysis for
Competitive Advantage
6he Competitive 2nvironment: ncludes the structural featuresof the industries and activities ' capabilities of competitors7 anal!$e the
competitors +
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"#ternal "nvironmental Scanning $
Analysis for Competitive Advantage
6he Political 2nvironment: Consist of Govt. ' legal forcesthat influence business7 includes legislation/ regulator! agencies/
udicial rulings/ international treaties ' trade 5uotas.6he +ocial0Cultural 2nvironment: ncludes the cultural and
demographic characteristics ' trends of the markets in which
organi$ation might participate.
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End
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