Please enable JavaScript.

Coggle requires JavaScript to display documents.

STRATEGIC MARKETING (Definition: "The process by which companies…

- - - - New products ; Existing products ; Sales
        
        Profit linked to sales volume
        
        Launching ; Focus ; Means
        
        Target
    - - Market ; Customers needs ; Integrated Marketing
        
        Profit linked to customer satisfaction
  - - - The Seller zone
      - The Buyer zone
      - The product zone
    - - -Identifying existing links
      - -Identifying potential links
      - -Identifying the way to merge
      - -Being aware on inhibitors (=ralentisseurs)
      - -Finding their solutions
    - - Confidence zone
        
        Between the Buyer and the Seller zone
        
        They communicate with or without dealing on a product. It has to be as wide and as long as possible to maintain the relation
      - Competency zone
        
        Between the Seller and the Product zone
        
        The seller is able to sell the product by having it in is portfolio and knowing how to sell it
      - Appetence (désir) zone
        
        Between the Product and the Buyer zone
        
        The buyer is ready to buy that kind of product: needing it, willing it, at a target price
      - Deal zone
        
        Between the 3 zones
        
        The seller agrees with the buyer for the product at both parties good conditions.
        
        B2B : Business to Business
        
        B2C: Business to Customer
        
        B2B2C (ex: Candia to Carrefour to Customers)
        
        1 more item...
  - - - Needs analysis
        
        Reference market definition
        
        Market segmentation
        
        Macro and micro-segmentation
        
        Attractiveness analysis
        
        Market potential, product life cycle
        
        1 more item...
    - - Product
        
        A multi-attribut solution
        
        Distribution
        
        Convenient access to the solution
        
        Price
        
        Monetary and non monetary (?)
        
        1 more item...
      - The Marketing Mix
        
        4P = Product ; Place ; Price ; Promotion
        
        Product
        
        What can we sell ?
        
        Product,brand ; Services ; Packaging
        
        Price
        
        Marketable price ?
        
        Discount ; Offer Price ; Credit Policy
        
        Place
        
        Best place to sell ?
        
        Market ; Channel ; Distribution
        
        Promotion
        
        How to promote it ?
        
        Advertising ; Publicity ; Sales promotion
        
        Evolution of the marketing concept
        
        4P + 4C = Conversation ; Choice ; Commodity ; Connection
        
        Product / Conversation
        
        Price / Commodity
        
        Place / Choice
        
        Promotion / Connection
      - Operational Marketing
        
        Products
        
        Positioning and Differentiation
        
        Differentiation refers to: Your ability to separate yourself and your product from that of you competitors => the key to build and maintain a competitive advantage
        
        Positioning involves: Those decisions and activities intended to create and maintain a certain concept of the firm's product in the customer's mind
        
        Product Positioning Options
        
        May be necessary to reposition products several times
        
        Salespeople have an important and expanding role in differentiating products
        
        Direct and personalized form of communication must be used
        
        Mass advertising often fails to position a complex product
        
        Applies to new and existing products
        
        Creating a Value Proposition
        
        Definition: The set of benefits and values the company promises to deliver to customers to satisfy their needs
        
        A well-informed customer will usually choose the product that offers the most value
        
        Competitive Analysis
        
        Value-added product marketing strategy is enhanced when based on a comprehensive analysis of the competitive situation including: the product ; its attributes ; its benefits
        
        Competitive Analysis Worksheet
        
        Emerging vs. Mature Products
        
        Nature and extent of each stage in product life cycle determined by:
        
        Product's perceived advantage over available substitutes
        
        Product's benefits and importance of needs met by product
        
        Full spectrum of competitive activity
        
        Changes in technology, fashion, and/or demographics
        
        New and emerging products
        
        Product-selling strategy in time
        
        Develop new levels of expectations
        
        1 more item...
        
        Mature and well-established products
        
        Product-selling strategy in time
        
        Emphasize brand superiority
        
        1 more item...
        
        Price
        
        Positioning products with a Price Strategy
        
        Pricing decisions must be made at each stage of the life cycle
        
        First step is to determine pricing objectives
        
        -Some firms set prices to maximize profits
        
        Others set a market share objective
        
        Marketing emphasizing Low Price
        
        Quantity discount: lower price for high quantity or dollar/euro amount
        
        Seasonal discount: price adjusted by time of year
        
        Promotional allowance: price linked to special promotion or advertising campaign
        
        Trade/functional discounts: given to wholesalers for special services
        
        Consequences of Low Price Tactics
        
        High/low involvement buyers ?
        
        High emotional involvement with brand
        
        Low-involvement buyers focus on price
        
        Importance of quality ?
        
        Role of price-quality relationship in sale
        
        Importance of service ?
        
        Many buyers rank service above absolute price
        
        Price is only the top of the iceberg => value-added facors are at the bottom
  - - - World Wide Web
        
        Dynamic Web-pages
        
        User-generated content
        
        Usability
        
        Interoperability
        
        Social Media
        
        Big Data
        
        Gave birth to a new economy based on openness, peering (interconnexion), sharing and action globally
        
        Reminder: les 5 forces de Porter
        
        Entrants potentiels
        
        Client.distributeurs
        
        Produits de substitution
        
        Fournisseurs
        
        1 more item...