4. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing
Explore the truth
( fortwo & individuality , test drive )
Budget 120000$
2200 cars are sold
270000 visitor within 4 months
The main consumer couples aged 20-35
years
Overview
5. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing
Creation of demand to product & services which
translate to sales
Definition of marketing
View of marketing
Old : - selling & telling
New :- customer satisfaction
Customer value
Performance > expectation = satisfaction
7. INFORMATION
TECHNOLOGY
Case study for introduction
to marketing
Segmentation: The process of dividing a market
Targeting: Involves evaluating each market
segment’s attractiveness
Differentiation: Creating superior customer value
Positioning: Arranging for a product to occupy a
clear place
Marketing managers must consider the following, to
ensure a successful marketing strategy:
1. What customers will we serve?
— What is our target market?
2. How can we best serve these
customers?
— What is our value proposition?
9. INFORMATION
TECHNOLOGY
Marketing environment
Definition
All the actors and forces influencing the
company’s ability to transact business
effectively with it’s target market
Includes
Microenvironment - forces close to the
company that affect its ability to serve its
customers.
Macroenvironment - larger societal
forces that affect the whole
microenvironment.
13. INFORMATION
TECHNOLOGY
The Company’s
Microenvironment
Company’s Internal Environment- functional
areas such as top management, finance, and
manufacturing, etc.
Suppliers - provide the resources needed to
produce goods and services.
Marketing Intermediaries - help the company to
promote, sell, and distribute its goods to final
buyers.
14. INFORMATION
TECHNOLOGY
The Company’s
Microenvironment
Competitors - those who serve a target market
with similar products and services.
Publics - any group that perceives itself having
an interest in a company’s ability to achieve its
objectives
Customers - five types of markets that
purchase a company’s goods and services.
16. INFORMATION
TECHNOLOGY
The Company’s
Macroenvironment
Demographic - monitors population in terms of
age, sex, race, occupation, location and other
statistics.
Economic - factors that affect consumer
buying power and patterns.
Technological - forces that create new product
and market opportunities.
29. INFORMATION
TECHNOLOGY
Marketing concept era
the top 10 companies in sales
2012 2011 Brand
1 1 Coca-cola
2 8 Apple
3 2 IBM
4 4 Google
5 3 Microsoft
6 5 GE
7 6 Macdonalds
8 7 Intel
9 17 Samsung
10 11 Toyota