Dimitris Drosos Lecturer Technological Education Institute of Piraeus Business School Management Information System & New Technology Lab
LOGO
CONTENTS About Marketing Marketing - Product Product Marketing - Promotion Promoti tion on Marketing Strategy E - Marketing Marketi tin ng
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
ABOUT MARKETING
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHAT IS MARKETING
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHAT IS MARKETING
Marketing is the process of planning and executing the conception, promotion, and distribution of pricing, ideas, goods, services to create exchanges that satisfy individual and organizational goals American Marketing Association
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res Research earch ch – – – Marketing Notes
WHAT IS MARKETING
‘‘Marketing Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ profitably’ The Chartered Institute of Marketing
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHAT IS MARKETING
‘‘The The right product, in the right place, at the right time, and at the right price’ price’ Adcock et al
‘‘Marketing Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ process’ Kotler 1980 GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHAT IS MARKETING
‘‘Marketing Marketing is a social and managerial processobtain by which groups whatindividuals they want and and need through creating, offering and exchanging products of value with others’ others’ Kotler 1991
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHAT IS MARKETING
5 Ps of Marketing Product Promotion Pricing Place
(or distribution system)
People
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
5 Ps OF MARKETING Price
B
Product
A
C
Promotion
5 Ps OF MARKETING
People
E
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
D
Place
MARKET MAR KETING ING – MAN MANAGE AGEMEN MENT T PROCES PROCESS S Analysis/Audit Objectives
Strategies s Strategie Tactics
- where whe wh ere are are we ar we now? now? no
- where wher wh ere e do do we we want wantt to wan to be? be? - which whic wh ich h way way is is best? best? bes t?
- how how do do we we get get there? ther th ere? e?
Implementation
- Getting Gett Ge ttiing there! the th ere re!! Ensu En suri ring ng ar arri arrival riva vall Control - Ensuring
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHAT DO WE MARKET Goods Services Events Experiences Personalities Place Organizations
Information Properties Ideas
and Concepts
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
SACCESSFUL MARKET STORY
Bill Gate
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
SACCESSFUL MARKET STORY
Richard Branson
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
SACCESSFUL MARKET STORY
Stelios Haji Haji--Ioanou -Ioanou
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
MARKETING – PRODUCT
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
PRODUCT
Anything that is offered to the market for attention, acquisitio acquisition, n, use or consumptio consumption n that satisfies a want or a need
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
PRODUCT LIFE CYCLE
1. Product development - sales sales are are zero, ze r o , investment costs are high 2. Introduction - profits profits do do not not exist, no exist, heavy ex h e a vy expense of product introduction 3. Growth - rapid r api d increasing profits
market m a r ke t
acceptance a c c e p ta n c e
and and
4. Maturity - slowdown slow sl owdo down wn in sales sale sa les s gr grow growth. owth th.. Profits Profi Pro fits ts level-off. Increase outlay to compete level-off. 5. Decline - sales sales fall ffallall-off -off and profits drop
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
PRODUCT LIFE CYCLE
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
MARKETING – PROMOTION
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
PROMOTION
Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need.
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res Research earch ch – – – Marketing Notes
PROMOTION MIX Personal
Selling Telemarketing Direct Mail Trade Fairs and Exhibitions Commercial Television Newspapers and Magazines Radio Cinema Point
of Sale Displays
Packaging
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
PROMOTION DECISIONS Elements
in the Communication Process
Promotions The
Mix
promotions Message
Executions Media
Style
Choice?
Promotional
Objectives
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
PROMOTIONAL OBJECTIVES To
Support Sales Increases
To To
Encourage Trial Create Awarene Awareness ss
To Inform about a Feature or Benefit To Remind
To Reassure To Create an Image
To Modify Attitudes
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
MARKETING STRATEGY
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHAT IS MARKETING STRATEGY
1. Systematic futuristic thinking by management 2. Better co co--ordination -ordinatio ordination n of company efforts 3. Development of better performance standards for control 4. Sharpening of objectives and policies 5. Better prepare for sudden new developments 6. Managers have a vivid sense of participation
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
WHY MARKETING STRATEGY IS NECESSARY
1. Systematic futuristic thinking by management 2. Better co co--ordination -ordinatio ordination n of company efforts 3. Development of better performance standards for control 4. Sharpening of objectives and policies 5. Better prepare for sudden new developments 6. Managers have a vivid sense of participation
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
MARKETING STRATEGY
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
MARKETING STRATEGY
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
STRATEGIC MARKETING PLANNING
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
E- MARKETING
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
E - MAR ARKE KETI TING NG
eMarketing is the process of marketing a brand using the Internet. It includes includ inc ludes es both both direct direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
E - MAR ARKE KETI TING NG Public
Relation
Sales
promotion. Brochureware. Direct
selling.
Customer Market
relationship marketing.
research. research.
Managing
supplier relationships.
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
E - MAR ARKE KETI TING NG
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
E - MAR ARKE KETI TING NG
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
ADVANT ADV ANTAGE AGES S OF E - MAR MARKET KETING ING Selling
goods and services online.
Additional
customer service. Saving overhead costs.
Exciting and sizzling means of visual impact. Every hit could gain a potential customer.
Print and mailing costs are lower. Reduction in order processing and handling costs. GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res Research earch ch – – – Marketing Notes
ADVANT ADV ANTAGE AGES S OF E - MAR MARKET KETING ING Enhanced
after sales service.
Distribution
of digital products via the web. Get closer to the customer.
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –
SACCES SAC CESSFU SFUL L E - MAR MARKET KET STO STORY RY
Mark Zuckerberg
GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes –