Chapter 11 Managing the Marketing Function Ppt

7/26/2019 Chapter 11 Managing the Marketing Function Ppt

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CHAPTER 11 : MANAGINGTHE MARKETING FUNCTION


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The Marketing Concept

Marketing

Is a grop o! acti"ities #esigne# to !aci$itatean# e%pe#ite the se$$ing o! goo#s an#ser"ices&


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The ' P(s o! MarketingThe Pro#ct

The Price

The P$ace

The Pro)otion


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Pro)otiona$ too$s

A#"ertising

P*$icit+Persona$ ,e$$ing

,a$es Pro)otion


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E-AMP.E, OF,A.E, PROMOTION


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,trategic Marketing ForEngineers

,e$ecting a target )arketA )arket consists o! in#i"i#a$s or

organi/ations0 or *oth ith the #esire an#a*i$it+ to *+ a speci2c pro#ct or ser"ice&


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Factors in se$ecting a target)arket

The si/e o! the )arket

The n)*er o! co)petitors ser"ing the

)arket


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,trategic Marketing ForEngineers

3e"e$oping a )arketing )i%A!ter the target )arket0 a )arketing )i%

)st *e create# an# )aintaine#&


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IN-PERSON

PRESENTATIONSOne4on4One

Internet te$econ!erencing In Person0 Te$ephone0 .etter0

Fa%0 E4)ai$,e$$ing En"iron)entAttire5Groo)ing

P*$ic Presentations0 Ci"icActi"itiesNetorkingTra#e ,hos6

IMPERSONAL

PRESENTATIONSPrint 0 Ra#io5T7 an# 8e$$o

Pages A#"ertising9e* sitePrinte# Materia$s o! a$$ kin#s,ignage9in#o0 Conter0 ,he$!

3isp$a+roa#cast Fa% an# E4Mai$3irect Mai$,ponsorships6

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Chapter 11 Managing the Marketing Function Ppt