Review Lecture 1.7 Holistic Marketing Concept Internal Marketing Integrated Marketing Relationship Marketing Performance Marketing Assignment 12: Most of the businesses these days value the importance of holistic marketing concept. Identify a product/brand of your choice and evaluate the importance of four principles of holistic marketing to the company. [10] 1
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1
Review Lecture 1.7 Holistic Marketing Concept
Internal Marketing Integrated Marketing Relationship Marketing Performance Marketing
Assignment 12: Most of the businesses these days value the importance of holistic marketing concept. Identify a
product/brand of your choice and evaluate the importance of four principles of holistic marketing to the company. [10]
1.8 Additional Concepts of Marketing
KAUSHAL RAJ SAPKOTA
FACULTY, MARKETING (HSEB 10+2), ULLENS SCHOOL
3
Market Traditional Concept Place
where things are bought and sold
MARKET = CUSTOMERS Types of Market:
Industrial Market Consumer Market
Marketing strategy depends on market type
4
Market: Location, size, growth and share Location:
Proximity affects sales Depends on nature of product
Types: Local, National and International
Size: Volume vs. Value, Total sales in the market Growth: Increase in total sales in the market Market Share (Different from Share Capital)
Two approaches: 1. Volume (Qty.) 2. Value ($XXX) Value = Price X Quantity OR Volume = Quantity Market Share= (Firm’s Sales over a time period/total
market sales in the time period) * 100
5
Working Example
Particulars 2013 2014
Total number shoes sold 2m 2.5m
Number of shoes sold by Fit Rite Shoes 0.8m 1m
Others' sales in the market 1.2m 1.5m
Total value of shoes in the market NPR. 2,000m NPR. 2,250m
Total value of sales of Fit Rite Shoes NPR. 1,200m NPR. 1,600m
6
Market Leader Company with the highest market share Advantages of being a market leader:
Clearly sales are higher Retailers are keen to stock and promote Lower discount demand by retailers Advertising element Forced selling
7
Production Inputs Process Outputs Inputs: Land, Labor, Capital,
Entrepreneur Process: Resources, Goals,
Structure and Organization Output: Goods and Services Production as the process of
Adding Value
8
Adding Value Changing:
Form Time Place
USP (Unique Selling Proposition) Promotion and branding
9
Mass Marketing Selling the same product to a larger
group One product to the entire market Advantages:
Economies of scale
Limitations: Market Research Cost Customization Opportunity Loss
10
Market Segmentation Market Segment: Sub-group of the market where
consumers share similar characteristics Steps
Consumer Profile and Research Segmentation Target Marketing
Approaches Geographic Demographic Psychographic
11
12
Niche Marketing Identifying and targeting a small segment
of a larger market. Advantage:
Small firms Customization Own brand identity Fewer risk
Limitation: Advantages of economies of scale
13
Marketing Mix Product Mix (Product planning, development, launch, warranty, support
services) Promotion Mix (Above the line, below the line, direct selling, brand plan) Price Mix (Pricing, discounts, price over time) Place/Distribution Mix (Channel choice, intermediary choice)
Integrated Marketing Mix ROLEX
14
End of the lecture Assignment 13 (Worksheet Attached):
Market Size and Growth Market Share
Assignment 14: Short Answer Questions (pg. 33) Case Study: Gold Star Shoes Deadline: Next Sunday
Thought of the day:
“You can’t sell anything if you can’t tell anything.” – Beth Comstock
Related Documents
