topic 3: targeting marketing opportunities the important points: - marketing process - 4ps vs 4cs -...
TRANSCRIPT
Topic 3: Targeting Marketing Opportunities
The Important Points:
- Marketing Process
- 4Ps Vs 4Cs
- Collecting and Using Marketing
Information
- Market Segmentation and Targeting
- Market Positioning
The Marketing Process
AnalyzingMarketing
opportunities
Selecting
target
markets
Developing the
marketing mixes
Managing the
marketing
effort.
Four Ps Four Cs(Marketing Mix)
- Product Customer solution
- Price Customer cost
- Place Convenience
- Promotion Communication
The four Ps of the marketing mix
ProductVariety
Quality
Design
Feature
Brand name
Packaging
Services
PriceList price
Discounts
Allowances
Payment period
Credit terms
PromotionAdvertising
Personal selling
Sale promotion
Public relations
PlaceChannels
Coverage
Assortments
Location
Inventory
Transportation
Logistics
Target
Customer
Intended
positioning
I- karRsavRCavm:aXIFIg (Marketing Research)
KWCadMeNIrkarénkarkMNt;bBaða nig»kasm:arXIFIg tamry³ karRbmUlTinñn½y viPaKTinñn½y nigpþl;eyabl; GMBIviFankarénkarEk lMGeGaykan;EtRbesInUvskmµPaBm:arXIFIgenAkñúgGaCIvkmµmYy. 1- Why good Marketing Research is difficult?
- erobcMkMrgsMNYr (Design Questionnaire)
- sßanPaB (Situation)
- ry³eBl (Duration)
- TIkEnøg (Placement)
- GñkeqøIytb (Responder)
2- The Five-Step Approach to Marketing Research:
Step 1: karkMNt;bBaða (Define the Problem)
Step 2:
vaytMéllkçxNÐénkasMerccitþ
(Assess the Decision factors)
Step 3:
karRbmUlB½t’manBak;B½n§ (Collect Relevant
Information)
Step 4: karbkRsayTinñn½y (Interpreting the data)
Step 5: karvaytMéllT§pl (Evaluate the Results)
Step 1: karkMNt;bBaða (Define the Problem)
karkMNt;bBaðaKWCaCMhanmYyd¾sMxan;CageKkñúgdMeNIrkarRsav
RCavTIpSar ehIyCaCMhand¾Bi)akpgEdr. RtUvepþateTAelI³- eKalbMNg (Objectives)
- karkMritkMNt; (Constrains)
- karsnñidæan (Assumptions)
- karvas;kMriteCaKC½y (Measure of Success)
Step 2:
vaytMéllkçxNÐénkarsMerccitþ (Assess the Decision factors)
- CMerIsepSg² (Alternatives)
- PaBmineCOCak; (Uncertainties)
Step 3: karRbmUlB½t’manBak;B½n§ (Collect Relevant
Information)
- Knitplitpl (Product Concept)
- viFIsa®sþ (Methods)
- karsnñidæansþitirYm (Statistical inference)
- Tinñn½y (Data): Tinñn½yTI1 nig Tinñn½yTI2
Step 4: karbkRsayTinñn½y (Interpreting the data)
- cat;fñak;Tinñn½y (Classify data)
- eRbIkmµviFIkMBüÚT½r(Use Computer program
(Excel, SPSS,..)
Step 5: karvaytMéllT§pl (Evaluate the Results)
-
karvaytMéleTAelIkarsMerccitþ-
karvaytMéleTAelIdMeNIrénkarsMerccitþ
II- karkat;cMENkTIpSar nigkMNt;TIpSareKaledA (Market Segmentation and Targeting)
1- GVICakarkat;cMENkTIpSar (What is Market Segmentation)?
KWCakarRbmUlpþúMGtifiCneGayeTACaRkumEdlmantMrUvkardUcKña
nigeqøIytbeTAnwgskmµPaBm:aXIFIgEtmYy. karkat;cMENkTIpSarKWCakarP¢ab;tMrUvkarTIpSareTAnwgkmµviFIm:aXIFIgén
GgÁPaBmYy³Identify market
needsBenefits in term of:
- Product feature
- Expense
- Quality
- Save in time and
convenience
Process
of
Segmentation
and
Targeting
ExecuteMarketingProgram
A marketing mix in term of:
- Product
- Price
- Place
- Promotion
2-
ehtuGVIcaM)ac;eFVIkarkat;cMENkTIpSar (Why Market
Segmentation)
-
gayRsYlBüakrN_tMrUvkarnigcMNg;cMNUlcitþGtifiCn
- gayRsYlEsVgyl;GMBI\riyabfGñkeRbIR)as;
- gayRsYlerobcMm:aXIFIgcMruH (Marketing
Mixes/4P’s)
3- etIKYrkat;cMENkTIpSarenAeBlNa (When Market Segmentation)
cMNaykñúgkarkat;cMENkTIpSarenAeBlEdlkarcMNayenHGacCYy
eGayRkumh‘un³- begáIncMNUlBIkarlk; ( Sales
Revenue)
- R)ak;cMeNj ( Profits)
- nig cMNUlBIkarvinieyaK ( Return on investment: ROI)
RbePTénkarkat;cMENkTIpSarTaMgBIr³
TImYy³ KWkarkat;cMENkTIpSareRcInsMrab;plitplmYyRbePT
( One product and multiple market segments)
TIBIr³ KWkarkat;cMENkTIpSareRcInsMrab;plitpleRcInRbePT
( Multiple products and multiple market segments)
4-
dMeNIrkarénkarkat;cMENkTIpSar (Step in market segment)
1- Form prospective buyers into segment 2- Form products to be sold into groups 3- Develop a market-product grid and estimate market size4- Select target markets5- Take marketing actions to reach target markets
Identify
Market
Needs
Execute
Marketing
program
Step 1: kardak;RkumGtifiCneGayeTACacMENkTIpSar (Form prospective buyer into segments)
manlkçN³vinicä½y5³-
cMENkTIpSarRtUvpþl;skþanuBlkñúgkarbegáInR)ak;cMeNjnigcMNUl
BIkarvinieyaK-
GtifiCnskþanuBlenAkñúgcMENkTIpSarnImYy²RtUvmantMrUvkardUcKña
- PaBxusKñaéntMrUvkarGtifiCnEdlenAkñúgcMENkTIpSarepSg²Kña
- lT§PaBénskmµPaBm:aXIFIgmYyEdlGacGnuvtþ)anelIcMENkTIpSarNamYy
- PaBgayRsYlnigcMNaykñúgkarbegáItcMENkTIpSar (See book, Page:56)
Step 2: kardak;plitplEdlRtUvlk;eGayenACaRkum (Form product to be sold into group)
karkMNt;RbePTEdlRtUvlk;eTAeGaycMENkTIpSarNamYyKWmansar³
sMxan;dUcKñanwgkarkMNt;RbePTGtifiCneGayeTACacMENkTIpSarmYyEdr.
Step 3: karbegáIttaragTIpSar-plitplnigBüakrN_TMhMTIpSar
(Develop a market-product grid and estimate size of markets)
karbegáIttaragTIpSar-plitplKWkarkt;cUlRbePTTIpSareTAkñúgCYrTTwg
éntaragnigkt;cUlRbePTplitpleTAkñúgkUeLanbBaÄréntarag (p59).
Step 4: kareRCIserIsTIpSareKaledA (Select target Markets)
manlkçN³vinicä½y5³- TMhM (Size)
- kMeNInEdl)anKitTukCamun (Expected Growth)
- sßanPaBRbKYtRbECg (Competitive Position)
- cMNaykñúgkarRbtiþbtþicMENkTIpSar (Cost of Reaching
the segment)
- lT§PaBeqøIytbeTAnwgeKaledAnigFnFanrbs;Rkumh‘un (Compatibility with the organization’s
objectives and resources)
Step 5:
karGnuvtþn_skmµPaBm:aXIFIgelITIpSareKaledA
(Take marketing actions to reach target markets)
erobcMm:aXIFIgcMruH³- plitpl (Product)
- éfølk; (Price)
- TIkEnøg (Placement)
- karpSBVpSay (Promotion)