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Member You - Marketing Concept
Most marketing strategies are about being in motion. Have a plan, be proactive, and take the necessary action steps. Although being proactive is a necessary aspect of marketing, an often overlooked and yet equally important part is your company’s internal perception.Many companies put a lot of effort into all the external aspects of what they do, yet completely overlook what is happening due to internal perception. Internal perception includes your thoughts and beliefs; the internal dialogues and thought processes you have regarding your business, your industry and your customers/clients. Often, we may not be aware of hidden thoughts. Our thoughts support or hinder our success.To find out how what you believe take this simple test. For the next 48 hours notice what comes up when you are talking about your company, your products and services and the value you
1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products e.g. chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy are usually done through advertising, public relations, sales promotion, personal selling and direct mails. An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience and how you deliver that message is very important. The message should reinforce the benefit of the product and should also help the compa
The UK’s Records Management Society defines records management as, “the process by which a company manages all the elements of records whether externally or internally generated and in any format or media type, from their inception/receipt, all the way through to their disposal”. In this digital age many organisations have set up comprehensive systems to ensure that electronic records are safely stored and backed up, with a plan in place should an unexpected crisis occur. This makes a great deal of sense since some estimates suggest that over 90% of businesses that have had a major data processing disaster will go out of business within 5 years.These days most employees rely on electronic systems to do their job and lost or damaged files can spell disaster. However while IT systems are often carefully considered and any perceived emergencies planned for, paper re
Marketing is an activity to enhance the flow of goods, services and ideas from producers to consumer needs and wants. Marketing strategies are using advertisements in order to satisfy customers, promote and sell the products, services or ideas in an effective ways. Everyone have their own needs, wants and demands, and in order to satisfy these unlimited desires, we would need goods and services provided to us. These needs are generally characterized into three types, and they are physical needs, such as food, warmth clothes and safety. Social needs for belonging and affection. Individual needs mainly for knowledge and self-expression. Knowing the basic needs of human, marketing concept can then be applied. Marketing objectives, goals and targets have to be monitored and met, competitor's strategies be analyzed, anticipated and exceeded. Through effective use of market and marketing research, organization should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organization.
In order to be successful in marketing, the marketing mix principles (also known as the 4 p's) must be applied. They are used by business as tools to assist them in pursuing their objectives. The 4p's are as follows: Product When an organization introduces a product into a market, they must understand the purpose of the product and who its targeting to.
Level 1: Core Product: This is the most basic level which addresses the question 'what the customer is really buying?' For example, when a customers purchase a camera, they are buying more then just a camera but also purchasing their memories.
Level 2 Actual Product: All cameras capture memories. The aim is to ensure that your potential customers purchases yours. The strategy at this level involves organizations branding, adding features and benefits to ensure that their product offers a differential advantage from their competitors.
Level 3: Augmented product: This is the section where additional non-tangible benefits should be included. Competition at this level is based around after sales service, warranties, delivery and so on.
Besides understanding the three levels of products, many other factors and decisions have to be taken into consideration. These include:
Product design Product quality Product features Branding Pricing
Fixed and variable costs; Competition; Company objectives; Proposed positioning strategies; Target group and willingness to pay. An organization can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve.
Penetration pricing: Where the organization sets a low price to increase sales and market share.
Skimming pricing: The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer.
Competition pricing: Setting a price in comparison with competitors.
Product Line Pricing: Pricing different products within the same product range at different price points. An example would be a video manufacturer offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the consumer will pay. This form of price discrimination assists the company in maximizing turnover and profits.
Bundle Pricing: The organization bundles a group of products at a reduced price.
Psychological pricing: The seller here will consider the psychology of price and the positioning of price within the market place. The seller will therefore charge 99c instead $1 or $199 instead of $200
Premium pricing: The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, Porsche etc.
Optional pricing: The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.
Place
Place strategies Refers to how an organization will distribute the product or service they are offering to the end user. The organization must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If organization underestimate demand and customers cannot purchase products because of it profitability will be affected. Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer.
Depending on the type of product being distributed there are three common distribution strategies available:
1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products e.g. chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy are usually done through advertising, public relations, sales promotion, personal selling and direct mails. An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience and how you deliver that message is very important. The message should reinforce the benefit of the product and should also help the compan
The commercial starts off with music by Tchaikovsky and three little ballerinas dressed in pink. It’s time for a break. They get out glasses and milk. They pour what milk they have into three glasses and sit down to enjoy Oreos and milk. But, oh my gosh, there’s a problem. The glasses are thin and tall and the milk is so far from the top. They can’t reach the milk, even with their tiny little fingers, to dunk their cookies. What can they do?The solution: they pour all of the milk into one glass and take turns dunking their Oreos.The Oreo Solution: instant gratification can stimulate simple decisions.How often do we brainstorm, and plan, and theorize, when a simple solution will do? Also, how often do we see the simple solution, but look away because it seems too simple?We know that we live in a complicated world, so obviously we need a complicat
In order to be successful in marketing, the marketing mix principles (also known as the 4 p's) must be applied. They are used by business as tools to assist them in pursuing their objectives. The 4p's are as follows: Product When an organization introduces a product into a market, they must understand the purpose of the product and who its targeting to.
Level 1: Core Product: This is the most basic level which addresses the question 'what the customer is really buying?' For example, when a customers purchase a camera, they are buying more then just a camera but also purchasing their memories.
Level 2 Actual Product: All cameras capture memories. The aim is to ensure that your potential customers purchases yours. The strategy at this level involves organizations branding, adding features and benefits to ensure that their product offers a differential advantage from their competitors.
Level 3: Augmented product: This is the section where additional non-tangible benefits should be included. Competition at this level is based around after sales service, warranties, delivery and so on.
Besides understanding the three levels of products, many other factors and decisions have to be taken into consideration. These include:
Product design Product quality Product features Branding Pricing
Fixed and variable costs; Competition; Company objectives; Proposed positioning strategies; Target group and willingness to pay. An organization can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve.
Penetration pricing: Where the organization sets a low price to increase sales and market share.
Skimming pricing: The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer.
Competition pricing: Setting a price in comparison with competitors.
Product Line Pricing: Pricing different products within the same product range at different price points. An example would be a video manufacturer offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the consumer will pay. This form of price discrimination assists the company in maximizing turnover and profits.
Bundle Pricing: The organization bundles a group of products at a reduced price.
Psychological pricing: The seller here will consider the psychology of price and the positioning of price within the market place. The seller will therefore charge 99c instead $1 or $199 instead of $200
Premium pricing: The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, Porsche etc.
Optional pricing: The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.
Place
Place strategies Refers to how an organization will distribute the product or service they are offering to the end user. The organization must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If organization underestimate demand and customers cannot purchase products because of it profitability will be affected. Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer.
Depending on the type of product being distributed there are three common distribution strategies available:
1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products e.g. chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy are usually done through advertising, public relations, sales promotion, personal selling and direct mails. An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience and how you deliver that message is very important. The message should reinforce the benefit of the product and should also help the compa
Do you remember how proud you were the first time you saw your name in print?Most entrepreneurs feel that same flush of pride when they gaze on their new business cards. That small piece of paper represents years of planning and effort and hard work and dreams. The thrill of seeing "your name in print" on a business card is hard to beat.Unfortunately, other people couldn't care less. Your business card, the one you're so proud of, is just another advertisement ? another piece of clutter to file. It's no more or less important than any of the many business cards that cross a prospect's desk at any given point in time.So how do you make sure that your card is one of the few that attracts attention, gets kept, filed, and actually used when your prospect needs your product or service?It pays to think about the reasons people keep cards to begin with
Besides understanding the three levels of products, many other factors and decisions have to be taken into consideration. These include:
Product design Product quality Product features Branding Pricing
Fixed and variable costs; Competition; Company objectives; Proposed positioning strategies; Target group and willingness to pay. An organization can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve.
Penetration pricing: Where the organization sets a low price to increase sales and market share.
Skimming pricing: The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer.
Competition pricing: Setting a price in comparison with competitors.
Product Line Pricing: Pricing different products within the same product range at different price points. An example would be a video manufacturer offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the consumer will pay. This form of price discrimination assists the company in maximizing turnover and profits.
Bundle Pricing: The organization bundles a group of products at a reduced price.
Psychological pricing: The seller here will consider the psychology of price and the positioning of price within the market place. The seller will therefore charge 99c instead $1 or $199 instead of $200
Premium pricing: The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, Porsche etc.
Optional pricing: The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.
Place
Place strategies Refers to how an organization will distribute the product or service they are offering to the end user. The organization must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If organization underestimate demand and customers cannot purchase products because of it profitability will be affected. Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer.
Depending on the type of product being distributed there are three common distribution strategies available:
1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products e.g. chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy are usually done through advertising, public relations, sales promotion, personal selling and direct mails. An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience and how you deliver that message is very important. The message should reinforce the benefit of the product and should also help the compa
A natural extension of manufacturing is packaging of the final product. Packaging provides a considerable value addition to the product by adding aesthetic appeal, functional protection and informative messages to the customer. Packaging is the face of the product that creates brand value, the ability of the customer to recall the product.In a traditional manufacturing business, packaging plays three different roles. In consumer industries, the way a product is packaged adds aesthetic appeal for the customers. For instance, the soap industry depends very much on the packaging characteristics that help customers to remember the product. The color and design of the package helps sway the impulsive purchasing decisions of the customer. Functional protection is important in industries that package products that are prone to decay. Thirdly, packaging provides valuable in
Psychological pricing: The seller here will consider the psychology of price and the positioning of price within the market place. The seller will therefore charge 99c instead $1 or $199 instead of $200
Premium pricing: The price set is high to reflect the exclusiveness of the product. An example of products using this strategy would be Harrods, first class airline services, Porsche etc.
Optional pricing: The organization sells optional extras along with the product to maximize its turnover. This strategy is used commonly within the car industry.
Place
Place strategies Refers to how an organization will distribute the product or service they are offering to the end user. The organization must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If organization underestimate demand and customers cannot purchase products because of it profitability will be affected. Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer.
Depending on the type of product being distributed there are three common distribution strategies available:
1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products e.g. chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy are usually done through advertising, public relations, sales promotion, personal selling and direct mails. An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience and how you deliver that message is very important. The message should reinforce the benefit of the product and should also help the compa
One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper. This usually ranges from $23.00-35.00 per thousand if we print the flyers and $25.00-50.00 per thousand if the newspaper prints them. The newspaper rarely prints flyers in house, although some do. They contract it out because their printing presses are all computerized and specialized for that industry only. Large newspapers such as The Los Angeles Times have really neat programs whereby they will mail a flyer to every residence, which doesn’t take the paper. Christmas time is a bad time to do inserts because it gets lost in all the shuffle of 20 other color catalogs of ev
1. Intensive distribution: Used commonly to distribute low priced or impulse purchase products e.g. chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy are usually done through advertising, public relations, sales promotion, personal selling and direct mails. An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience and how you deliver that message is very important. The message should reinforce the benefit of the product and should also help the company in developing the positioning strategy of the product. Companies with effective message strategies include:
Nike: Just do it.
Toyota: The car in front is a Toyota.
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