Chapter 02 by Corporates

8/17/2019 Chapter 02 by Corporates

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Chapter 02

Group Profile: Corporates

Name Roll

Mohammad Alamin 13

Hasan Uzzaman 81

Hafez Ahmed 95Md. Abu Thuiv Chowdhury 13

!azrul "slam Murad 1#$


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Scope of marketing

Marketing activities

Positions and Jobs within MarketingDepartments


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Marketing Activities

1. ndentif! potential markets

". Conceive new products

#. Coordinate with other functional areas of theorgani$ation

%. Develop appropriate pricing

&. Develop ' Coordinate a distribution s!stem

(. Develop effective communication programs

). Develop ongoing research programs


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Positions and Jobs within Marketing Departments

1. Carr!ing out surve! research

". Monitoring M*+ related information

#. ndentif!ing potential markets

%. ,ssessing the competitive ' other environmentalcircumstances that ma! influence e-change

opportunities


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Positions and Jobs within Marketing

Departments

Product Managers: esponsible for developing new products/for proposing and implementing pricing/ financing and distribution

arrangements.,dvertising0Marketing Communication Department:

esponsible to develop ' implement promotional plans.

+ales Department: esponsible for developing a sales force or

coordinating distribution channels.Director of Marketing: esponsible for coordinating these

various activities ' in conunction with other senior managers for

developing strategic plans


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Using information for Competitive

advantage

nternal nformation2-ternal nformation


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Typical nternal nformation !eeds for marketing Managers

nbound 3ogistics: +uppliers/ internal prices/ storage costs4perations: Manufacturing costs/ inventories/ finish goods/

fle-ibilit!/ rework costs.4utbound 3ogistics: +hipping costs/ storage costs.+ales: Products sales/ sales persons commissions/ geographic

areas/ whole seller/ retailer commission

Customer +ervice: Costs/ re5uests/ complaints.


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Typical "#ternal nformation !eeds for

marketing Managers

Competitors: Market share/ products/ costs structures/ industries structures6echnolog!: product related/ production/ communication/ information

s!stemsCustomers: purchase patterns/ demographics/ ps!chographics/ product

re5uirements

2conomic: emplo!ments trends/ economic proection/ disposal income/interest rate trends/ e-change rate

Political: 3egislation/ treaties/ elections/ regulator! agencies/ udicialrulings

+ocial ' cultural: roles0values/ regulations0belief s!stems


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nternal "nvironmental Monitoring $

Competitive Advantage

nbound 3ogistics: Considers how the firm obtains neededresources from the environment ' from suppliers

Production 4perations: have huge impacts on marketing programs7 for e-ample8production costs/ add to a product 9ariable

cost 9C; ' decrease price fle-ibilit!.

4utbound 3ogistics: s the ph!sical ' procedural s!stems for

warehousing goods ' transporting them to customers.Marketing and +ales: ,llows the marketers to monitor unit

products sales/ prices obtain ' gross margin b! product t!pes/

geographic area/ retailer ' sales person.


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nternal "nvironmental Monitoring $


+ervice: suggest how customers use products/ the features the!value/ the t!pes of person who actuall! use the products ' the

benefits the users e-pects.


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"#ternal "nvironmental Scanning $ Analysis for


6he Competitive 2nvironment: ncludes the structural featuresof the industries and activities ' capabilities of competitors7 anal!$e the

competitors +


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"#ternal "nvironmental Scanning $

Analysis for Competitive Advantage

6he Political 2nvironment: Consist of Govt. ' legal forcesthat influence business7 includes legislation/ regulator! agencies/

udicial rulings/ international treaties ' trade 5uotas.6he +ocial0Cultural 2nvironment: ncludes the cultural and

demographic characteristics ' trends of the markets in which

organi$ation might participate.


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End

Documents

Chapter 02 by Corporates