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Marketing

2. ? ? ? ? ? ? . Dr. Bodo Kluxen??? ??. 2009?09?6?. 3. CV and current job (1) . Date/Place of Birth:1963, Germany D

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Marketing

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    1. 1 Marketing/Communication and Sales for Business Management "Marketing and Communications in modern times" Dr. Bodo Kluxen ???

    2. 2 ? ? ? ? ? ? Dr. Bodo Kluxen ??? ??

    3. 3 CV and current job (1)

    4. 4 CV and current job (2)

    5. 5 Table of Contents

    6. 6

    7. 7

    8. 8

    9. 9

    10. 10 Schedule (1): I. First lecture and overview. (all lectures are individual lectures, which could also be combined or participate individually). And in all lectures we will have some examples as well! 1. Marketing 1.1 Targets 1.2 Objectives 2. Marketing Concepts 3. Marketing in special fields 3.1 Consumer goods marketing 3.2 Business-to-Business Marketing 3.3 Service Marketing 3.4 International Marketing 3.5 Online-Marketing (E-Marketing) 4. Marketing Instruments 4.1 Product Marketing 4.2 Contract policy 4.3 Distribution policy 4.4 Communication 4.5 Marketing-Mix

    11. 11 Schedule (2): 5. Market Research 6. Communication 6.1 Targets 6.2 Objectives 7 Advertisement 7.1 Targets and Functions 7.2 Different types of Advertisement 7.3 Planning of Advertisement 8 Product-Placement 9 Sponsoring 10 Direct Marketing (Dialog Marketing) 11 Sales Promotion 12 Event-Marketing 13 Direct Sales 14 Public Relations 15 Corporate Identity 16 Marketing Communication Mix

    12. 12 Schedule (3): 17. Sales 17. 1 Sales and Marketing 17.2 Sales in today’s world and Sales Targets 17.3 Different kind of Sales 17.4 Sales of consumer goods 17.5 Sales of Invest goods 17.6 Sales of Service goods 21 Multichannel Sales 22 E-Commerce Sales 23 Salesmen Training overview and methods 23.1 Sales talk and Sales conversation training 24 Semi personal impersonally Sales 24.1 Telephone Sales 24.2. Call Center 25 Sales Planning 25.1 Sales Planning process 25.2 Customer selection 25.3 ABC-Analyses 25.4 Customer scoring-Models Case study

    13. 13 Schedule (4): We will have 4 sessions in Fuzhou with 2,5 hours every time! Start 14.30 am End 17.00 am First time 6. Sept. 2009 If there are any time changes we will inform you in advance! Please turn off mobile phones in respect of other participant’s

    14. 14 1. Marketing (Targets and Objectives) Basics: In general there are two different kind of markets situations: “Seller market” means there are more people interested in goods than number of goods in the market, means more buyers than sellers. Sample: “Orange production” “Buyer market” means there are more goods available than people who wants to buy the product, which means buyers are able to choose! Today in most of the worldwide Companies and products are comparative with others, They have to listen to problems, needs and wishes from the market side and have to adjust there products on a regular base. In our days Companies have to make sure that they follow the trends in the market and needs of their customer which means they have to listen carefully and find a way to make different communication which is an important part of “Marketing” (also includes other instruments)! Most of the Companies all over the world focus on the market and the possibilities! Sample: “mobile phones”

    15. 15 1. Marketing (Targets and Objectives) Def. Marketing: Today we can find worldwide a lot of definitions…… Discussion in class!

    16. 16 Def. Marketing (2): Use Marketing as an instrument: Information Instrument (e.g. market research, trend research) Marketing strategy (market or product strategy) Marketing tools (Product, Price, Placement, Promotion)

    17. 17 2. Marketing Concepts 3. Marketing in special fields 3.1 Consumer goods marketing 3.2 Business-to-Business Marketing 3.3 Service Marketing 3.4 International Marketing 3.5 Online-Marketing (E-Marketing) 4. Marketing Instruments 4.1 Product Marketing 4.2 Contract policy 4.3 Distribution policy 4.4 Communication 4.5 Marketing-Mix

    18. 18 2. Marketing Concepts

    19. 19 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.1 Consumer goods marketing Many products, many customer in the market Using Advertisement, Public Relations, Sales Promotions Product and Price Instruments very often

    20. 20 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.2 Business-to-Business Marketing Two or less Companies in the market, special products high price products, technical very difficult, experts necessary, Personal sales A/S very important e.g. Airplane Companies

    21. 21 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.3 Service Marketing Not material product Not long lasting No storage No Owner change possible Customer cooperation necessary Production and Marketing synchronic e.g. MBA, Security Company

    22. 22 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.4 International Marketing Export-Marketing (production home base country, selling foreign Country) Multinational Marketing (production and sales all over the world, complex) International Marketing Global marketing. Marketing efforts in different countries with standardization

    23. 23 3. Marketing in special fields: Consumer goods marketing, Business-to-Business Marketing, Service Marketing, International Marketing, Online-Marketing (E-Marketing) 3.5 Online-Marketing (E-Marketing) Marketing in Internet (www) Website. Company Info and Product Info, Sales, Product Support. e.g. Music, books Search engines: Google, Yahoo, Lycos, Web.de Virale Marketing (Campaign) • Affiliate Program, including other Website or Newsletter • Banner • Chats • Couponing • E-Mails • Newsletter • Weblog

    24. 24 2. Marketing Concepts 3. Marketing in special fields 3.1 Consumer goods marketing 3.2 Business-to-Business Marketing 3.3 Service Marketing 3.4 International Marketing 3.5 Online-Marketing (E-Marketing) 4. Marketing Instruments (4 P’s) 4.1 Product Marketing 4.2 Contract policy 4.3 Distribution policy 4.4 Communication 4.5 Marketing-Mix

    25. 25 4. Marketing Instruments 4 P’s Product Price Place Promotion

    26. 26 4. Marketing Instruments 4.1 Product policy (Product) Brand (Coco Cola, Vertu, Zwilling) Product (Nokia, Blackberry) Name (Mercedes Benz) Package (Chanel)

    27. 27 4. Marketing Instruments 4.2 Contract policy (Price) Price of product (Compare to other goods) Finance (special rate) Delivery (24h, free house)

    28. 28 4. Marketing Instruments 4.3 Distribution policy (Place) Logistics Whole Sale or direct Sale Special Customer

    29. 29 4. Marketing Instruments 4.4 Communication (Promotion) Advertisement Personal Sales Sales Promotion Public Relations

    30. 30 4. Marketing Instruments 4.5 Marketing-Mix Combination of all the instruments after research and find out the most efficient way and added value e.g. Nokia mobile phones Typically? What you remember? Why are you buying this brand the first time you want a mobile phone? Buying again? Reflect marketing instruments! What kind of instruments Nokia as Company use?

    31. 31 2. Marketing Concepts 3. Marketing in special fields 3.1 Consumer goods marketing 3.2 Business-to-Business Marketing 3.3 Service Marketing 3.4 International Marketing 3.5 Online-Marketing (E-Marketing) 4. Marketing Instruments 4.1 Product Marketing 4.2 Contract policy 4.3 Distribution policy 4.4 Communication 4.5 Marketing-Mix

    32. 32 Any questions?

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