Basic marketing

04/24/23 Copyright Peter Szabo2003 1

1.To make students familiar with the basic marketing elements

2.To ensure a knowledge about general marketing and pharmaceutical marketing that can help pharmacists and doctors in their future career

3.To develop the students general English knowledge and communication skills

Copyright Peter Szabo 2003

To market a product, you must

Identify the target market

Identify the wants and needs

Convince the target market to buy

The marketing mix

( The four P-s)

The right Product

At the right Place

At the right Price

With the right Promotion

04/24/23 Basic marketing 13

Basic marketing concepts

a.Need, wishes, requestsb.Productsc. Marketd.Transactions, relationships, changese.Value and satisfaction

Needs, wishes, requests

Definitions

What is the market?

The market is the group of effective and potential costumers. ( P. Kotler)

The target market

AgeGender

Income levelType of work

Educational levelEthnic group

Religiongeographic location

A group of people that have some things in common

Who are the target market?

Finally I’ll have a goodlunch!

The history of need satisfaction

History of the satisfying of the needs

#Independent way

#Decentralized way

#Centralized way

Why is marketing important?

Types of request

Marketing management is the management of the request

Types of request

Zero request Negative request Latent request Irregular request Decreasing request Increasing request Covered request Over request

Negative request

Zero request

Latent request

Increasing request

Decreasing request

Irregular request

Over request

How to deal with negative request?

Production concept Product concept Sales concept Marketing conceptManagement concepts

Production concept

Decrease costs, Increase productivity

Product concept

To improve the product quality

Sales concept

Improve promotion and distribution

Marketing concept

To concentrate on the needs and request and satisfy them better.

Marketing concept

To concentrate on the

needs and requests

and satisfy

them better

Social marketing

It implies social aspects, healthcare, education, etc.

Marketing is sales with higher education

#Search for customers#Identifying their needs#Creating proper products#Promote them#Storing and distribution#Price fixing

Marketing implies

Search for customers

Finding out their needs

Create the product

Storage and distribution

Price fixing

Classification of products

From the social point of view products are:

Useful products

Deficient products

Advantageous products

Attractive products

LongTermAdventages

Immediate satisfaction

Useful products

Deficient products Attractive products

Advantageous products

Classification of products

The role of marketing in strategic planning

Annual plansLong term plans

Strategic plansStrategic planning

Types of plans

Marketing is sales with higher education

Strategic planning

Annual plansLong term plans

Strategic plans

-It gives the leading conception It gives the input data It gives the strategy

The role of marketing in strategic planning

a. The missionb. Strategic requirementsc. Strategic revisiond. SWOT analysise. Portfolio analysis

Strategic planning

1. What kind of activity are we in?

2. Who are our customers?3. Why are we in this

activity?4. What type of firm are

The mission

Our mission:

We provide communication centered English classes for pretentious university students with efficient methods and the most modern equipment

STUDIUMENGLISH COURSES

The missionshould be

RealisticSpecific

Based on specific competences

Motivating

What can be their mission?

StrengthsWeaknessesOpportunitiesThreats

SWOT analyses

Strengths

Leader on a market or a niche

S Technology

Distribution , etc.

Weaknesses Too large range of

products Incompetent sales team

W Unknown brands or

products Low market share on some markets Newcomers

Opportunities

The market

O Technology

Demographic

changes, etc.

Threats

Competitors

T New technology

Demographic changes, etc.

SWOT analysisdiscussion, examples

STRENGHTS

WEAKNESSES

OPPORTUNITIES

THREATS

Entering a new market

Acquisition

Joint venture

Consortium

Franchise

Licensing

Local partner

Subsidiary

A company partly or wholly owned by the mother company

Giving sy the exclusive right to sell products

Selling the right to a trademark

A buying of a company

Cooperation with a foreign company to enter a market

Two or more company join temporarily to carry out a project

A group of companies in a similar business working together

Question marks Stars

Mill stones Cash cows

Market share

Marketgrowth

Portfolio analysis

PORTFOLIO

A pharmaceutical company

PORTFOLIO

A car manufacturer

Development strategies

Strategydefinitions

Reduce costs

MODIFY RODUCT RANGE

Modify product range

INCREASE PRICE

Increase price

INCREASE VOLUME OF ACTIVITY

Increase volume of activity

TARGET NEW MARKETS

Target new markets

INCREASE THE WHOLE MARKET

Increase the whole market

TARGET NEW MARKETS

Target new markets

Market analyses Planning Implementing Control

The managementof

the marketing activity

Analysis

Planning

Implementing

Control

The marketing strategy depends on:

Target customers

Forecast of request

Segmentation

Competitive advantage

Target market

Positioning

Target customers

Forecasting

SEGMENTATION

Segment one Segment two

Segment three Segment four

COMPETITIVEADVANTAGE

TARGET MARKET

POSITIONING

Luxury Cheaper

THE PRODUCT POSITION ON

THE MARKET THE VALUE

CHAIN ORGANIZING FINANCIAL

RESOURCES

The competitive advantagecan come from

The product

Positionon

the market

Financialresources

Introduction Growth Maturity Decline

Product life cycle

CREATION

LAUNCH

GROWTH

MATURITY

DECLINE

Content Actual marketingsituation

SWOT analysis

Objectives&problems

Marketingstrategy

Actions to betaken

Budgets Control measures

Marketingplan

The marketing plan

Vision or goal

Target market

Target price

Distribution

Advertising

A marketing planincludes

Develop a vision

“ To put a Coke within arm’s reach of every costumer in the world.”

Identify the target market

Ways to gather information:

Research existing dataCreate a written survey

Conduct interviews with focus groups

Guidelines to create a written survey

Be short and simple

Clear and easy directions

Guidelines to create a written survey

It should includeA title

The purpose

Directions how to do it

Response options and a Thank you

Conduct interviews on focus groupsDo you drink

Amstel or Carlsberg?

Conduct interviews on focus groups

Groups of 6-8 people in your target market

No more than 10- 20 minutes

Clear and concise questions

Establish a target price

Do they have enough money for it?

What price are they willing to pay?

For question number one use a survey

For question number two investigate average income for instance

Plan for distribution

How and where will the customers find

the product?

Plan for distribution

The materials that are used in its production

The processes that were used

The area or country where it was made

Create an advertising strategy

How will customers learn

about the products?

You must identify

The media

The times, and how often to advertise

A method to evaluate the results

Selecting the media

Who is the target audience?

What is their lifestyle?

Selecting the media

What type of media will reach the target

customer?

What are the costs?

Evaluating the advertising strategy

Set specific objectives

timelines

Evaluating the advertising strategy

By the March the 31st we must have sales of 30 000 boxes of Supradyn in

the country.

The control of the marketingactivity

Fixing objectives Measuring results Evaluating performance Corrective measures

CONTROL

Marketing research

Problem definition Planning Implementing Interpreting results

Marketingresearch

Marketing research

Exploratory research

Descriptive research

Casual research

Marketing research

a. Primary information

a. Secondary information

Marketing research

PersonalMailTelephoneContactmethods

Contact methodsFlexibilityVolume of informationThe influence over the interviewed personSpeed of taking the informationAnswer rateCosts

Which are the advantages?

Market definitionsPotential market 1oo%Attainable market 40%Attainable qualified market25%Provided market 15%Penetrated market5%

Potential market

Attainable market

Attainable qualifiedmarket

Provided market

Penetrated market

The decision of buying

1. !. Recognize the need2. 2. Search for information3. 3. Evaluate the

alternatives4. 4. Decide to buy5. 5. Post- buying attitude

INFORMATION

ALTERNATIVES

DECISION

BUYING

ATTITUDE

3 main marketing strategies

1. # Domination through costs

2. # Differentiation

3. # Focusing

Marketing strategies

between !!!

DIFFERENTIATE

FOCUSING

4 main types of companies

Market leaders Challengers Followers Niche companies

The market leaders strategy

Increase the market Find new users Find new uses

The “niche” company’s strategy

a. Specialization on the end-user

b. Vertical specialization

c. Specialization according to the customers’ size

d. Geographic specialization

e. Specialization on a product

f. Specialization on cost/ benefit ratio

g. Specializing on services

Physiological needs

Safety needs

Social needs

Self esteem

Selfexpression

The hierarchy of needs

How to attack the chosen segment?

Undifferentiated marketing Differentiated marketing Concentrated marketing

How to attack a market?

1. Market segmentation2. Choosing the target

segment3. Positioning on the

market

PositioningA. Strengthening the

present positionB. Searching for an

unoccupied positionC. Attacking a competitor

Positioning- differences to be promoted

The promoted differences should be:

Important Distinguishable Superior to the competitors Profitable

Four types of advertising

Convincing Informing Reminding Comparative

Relational marketing

Basic relationship Reactive relationship Initiative relationship Responsible

relationship Partnership

Basic relationship

Reactive relationship

Asking the customer to call whenever he/she has any problem with the product.

Responsible relationship

Guarantee period

Initiative relationship

Calling and asking about problems regarding the product

The highest, ideal level of relationship

discussion

installment

after sales services

delivery and creditguarantee

packaging

features

quality

Brand management

Brand awareness Brand loyalty Brand image Brand leader Brand stretching Brand manager

Basic marketing

Documents

Basic marketing @ bec doms

basic concepts of marketing

basic of marketing

Basic Marketing Questions

Basic Social Marketing Overview

Inbound marketing: Basic Methodology of Inbound marketing

Chapter 2 Basic Marketing Concepts 1 Marketing Essentials Chapter 2 Basic Marketing Concepts Section 2.2 Market Segmentation

Basic Marketing Research

DIGITAL MARKETING (Basic)

Basic Marketing Principles

Basic Marketing Concepts

BASIC MARKETING MANAGEMENT

Basic Marketing & Marketing Concepts

Basic marketing concept

Basic concepts-of-marketing

Basic Marketing 101

Basic Marketing Research V3

Basic Marketing Ali

Basic Marketing Principles -

Basic Marketing Assignment