Basic marketing by Peter Szabo

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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 05/14/14

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To market a product, you must Identify the target market Identify the wants and needs Convince the target market to buy 05/14/14

The marketing mix ( The four P-s)

The right Product At the right Place At the right Price With the right Promotion 05/14/14

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Basic marketing concepts a.Need, wishes, requests b.Products c. Market d.Transactions, relationships, changes e.Value and satisfaction 05/14/14

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Needs, wishes, requests

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Definitions

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

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The target market

A group of people that have some things in common

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Age Gender Income level Type of work Educational level Ethnic group Religion geographic location Copyright Peter Szabo

Who are the target market?

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The history of need satisfaction

Finally Iâ&#x20AC;&#x2122;ll have a good lunch!

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History of the satisfying of the needs #Independent way #Decentralized way #Centralized way 05/14/14

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Why is marketing important?

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Types of request Marketing management is the management of the request

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Types of request        

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Zero request Negative request Latent request Irregular request Decreasing request Increasing request Covered request Over request Copyright Peter Szabo

Negative request

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Zero request

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Latent request

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Increasing request

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Decreasing request

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Irregular request

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Over request

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How to deal with negative request?

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Production concept Product concept Sales concept Marketing concept

Management concepts

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Production concept  

Decrease costs, Increase productivity

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Product concept

ď Ž

To improve the product quality

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Sales concept ď Ž

Improve promotion and distribution

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Marketing concept      

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

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Marketing concept To concentrate on the needs and requests and satisfy them better

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Social marketing

It implies social aspects, healthcare, education, etc. 05/14/14

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Marketing is sales with higher education

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Marketing implies

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

Search for customers

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Finding out their needs

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Create the product

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Storage and distribution

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Price fixing

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Classification of products From the social point of view products are:

Useful products Deficient products Advantageous products Attractive products 05/14/14

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Classification of products

Long Term Adven tages

Useful products Deficient products

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Advantageous products

Attractive products

Immediate satisfaction Copyright Peter Szabo

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The role of marketing in strategic planning

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Annual plans Long term plans Strategic plans

Strategic planning Types of plans 05/14/14

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Marketing is sales with higher education

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Strategic planning Annual plans Long term plans Strategic plans

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It gives the leading Theconception role of marketing It gives the input data strategic planning It gives the strategy -

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The mission b. Strategic requirements Strategic planning c. Strategic revision d. SWOT analysis e. Portfolio analysis a.

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2. 3.

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What kind of activity are we in? Who are our customers? The Why are we mission in this activity? What type of firm are we? Basic marketing

Our mission:

STUDIUM We provide communication centered ENGLISH English classes for COURSES pretentious university students with efficient methods and the most modern equipment 05/14/14

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The mission should be Realistic Specific Based on specific competences Motivating 05/14/14

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What can be their mission?

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Strengths SWOT analyses Weaknesses Opportunities Threats 05/14/14

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Strengths Leader on a market or a niche

Technology Distribution , etc.

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Weaknesses Too large range of products Incompetent sales team

Unknown brands or products Low market share on some markets Newcomers

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Opportunities The market

Technology Demographic changes, etc.

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Threats Competitors

New technology Demographic changes, etc.

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SWOT analysis discussion, examples STRENGHTS WEAKNESSES OPPORTUNITIES THREATS 05/14/14

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S W O T 05/14/14

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Entering a new market

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Acquisition Joint venture Consortium Franchise Licensing Local partner Subsidiary

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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 Copyright Peter business workingSzabo together 05/14/14

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Portfolio analysis Question marks

Stars

Mill stones

Cash cows

Market growth

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P O R T F O L I O

A pharmaceutical company

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PORTFOLIO

A car manufacturer

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Development strategies

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Strategy definitions

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C O S T S

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Reduce costs

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MODIFY RODUCT RANGE

Modify product range

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INCREASE PRICE

Increase price

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INCREASE VOLUME OF ACTIVITY

Increase volume of activity

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TARGET NEW MARKETS

Target new markets

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INCREASE THE WHOLE MARKET

Increase the whole market

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TARGET NEW MARKETS

Target new markets

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The management of Market analyses the Planning marketing activity  

Implementing  Control 05/14/14 

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Analysis

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Planning

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Implementing

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Control

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The marketing strategy depends on:

Target customers Forecast of request Segmentation Competitive advantage Target market 05/14/14

Positioning Copyright Peter Szabo

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Target customers

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Forecasting

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S E G M E N T A T I O N 05/14/14

Segment one

Segment two

Segment three

Segment four

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COMPETITIVE ADVANTAGE

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TARGET MARKET

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POSITIONING

Luxury

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Cheaper

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THE PRODUCT  POSITION ON THE MARKET advantage competitive  THE VALUE can come from CHAIN  ORGANIZING  FINANCIAL RESOURCES 

The

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The product

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Position on the market

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Financial resources

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Product life cycle

Introduction Growth Maturity Decline

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C R E A T I O N

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L A U N C H

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G R O W T H

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M A T U R I T Y

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D E C L I N E

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Content

Objectives & problems

Actual marketing situation

SWOT analysis

Marketing strategy

Marketing plan The marketing

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plan

Budgets

Control measures

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Vision or goal Target market A marketing plan includes

Target price Distribution

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Develop a vision

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Develop a vision

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

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Identify the target market

Ways to gather information: Research existing data Create a written survey Conduct interviews with focus groups 05/14/14

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Guidelines to create a written survey

Be short and simple

Clear and easy directions 05/14/14

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Guidelines to create a written survey It should include A title

The purpose

Directions how to do it Copyright Peter 05/14/14 Szabo Response options and a Thank you

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Conduct interviews on focus groups Do you drink Amstel or Carlsberg?

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Conduct interviews on focus groups

Groups of 6-8 people in your target market

No more than 10- 20 minutes

Clear and concise questions 05/14/14

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Establish a target price

What price are they willing to pay?

Do they have enough money Copyright Peter for it? 05/14/14

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For question number one use a survey For question number two investigate average income for instance

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Plan for distribution

How and where will the customers find the product?

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Plan for distribution

The materials that are used in its production The processes that were used The area or country where it was made 05/14/14

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Create an advertising strategy How will customers learn about the products?

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You must identify

The media The times, and how often to advertise A method to evaluate the results

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Selecting the media

Who is the target audience? What is their lifestyle?

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Selecting the media

What type of media will reach the target customer? What are the costs?

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Evaluating the advertising strategy

Set specific objectives

and

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timelinesPeter Copyright Szabo

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Evaluating the advertising strategy

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

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The control of the marketing activity    

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Fixing objectives Measuring results Evaluating performance CONTROL Corrective measures

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Marketing research

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Problem definition Planning Implementing Interpreting results

Marketing research

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Marketing research Exploratory research Descriptive research Casual research 05/14/14

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Marketing research PLAN:

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Primary information

Secondary information

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Marketing research Personal Mail Contact Telephone

methods 05/14/14

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Contact methods Flexibility Volume of information The influence over the interviewed person Speed of taking the information Answer rate Costs 05/14/14

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Which are the advantages?

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Market definitions

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Potential market 1oo % Attainable market 40% Attainable qualified market 25% Provided market 15% Penetrated market 5% Basic marketing

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Potential market

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Attainable market

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Attainable qualified market

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Provided market

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Penetrated market

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The decision of buying 1. 2. 3.

4. 5.

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!. Recognize the need 2. Search for information 3. Evaluate the alternatives 4. Decide to buy 5. Post- buying attitude Basic marketing

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N E E D

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I N F O R M A T I O N 05/14/14

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A L T E R N A T I V E S 05/14/14

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D E C I S I O N

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POST B U Y I N G ATTITUDE

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3 main marketing strategies 1.

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# Domination through costs

# Differentiation

# Focusing

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Marketing strategies

Never in between !!! 05/14/14

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C O S T S

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D I F F E R E N T I A T E 05/14/14

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F O C U S I N G

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4 main types of companies    

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Market leaders Challengers Followers Niche companies

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The market leaders strategy   

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Increase the market Find new users Find new uses

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The “niche” company’s strategy

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a. Specialization on the end-user b. Vertical specialization c. Specialization according to the customersâ&#x20AC;&#x2122; size d. Geographic specialization e. Specialization on a product f. Specialization on cost/ benefit ratio g. Specializing on services 05/14/14

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The hierarchy of needs

Self expression Self esteem Social needs Safety needs

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Physiological needs Copyright Peter Szabo

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How to attack the chosen segment?   

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Undifferentiated marketing Differentiated marketing Concentrated marketing

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How to attack a market? 1. 2.

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Market segmentation Choosing the target segment Positioning on the market

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Positioning A.

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Strengthening the present position Searching for an unoccupied position Attacking a competitor

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Positioning- differences to be promoted 

The promoted differences should be:

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Important Distinguishable Superior to the competitors Profitable

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Four types of advertising    

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Convincing Informing Reminding Comparative

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Relational marketing    

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Basic relationship Reactive relationship Initiative relationship Responsible relationship Partnership

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Basic relationship

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

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Responsible relationship Guarantee period

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Initiative relationship Calling and asking about problems regarding the product

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The highest, ideal level of relationship

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discussion

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after sales services

packaging guarante e

featur es

core

style

delivery and cred

quality

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installment Copyright Peter Szabo

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Brand management      

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

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