Presentation on basics of markerting - part 2

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Marketing
Fundamentals
Riccardo Antonelli
#2

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Business Model
“It describes the rationale of how an organization
creates, delivers and capture values”
Alexander Osterwalder

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Business
Model canvas

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©Andy_Ciordia
SBU (strategic Business unit)
In business, a (SBU) is a profit center which
focuses on product offering and market segment

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SBUs typically have a discrete marketing plan, analysis of competition, and
marketing campaign, even though they may be part of a larger business entity.
An SBU may be a business unit within a larger corporation, or it may be a
business into itself or a branch. Corporations may be composed of multiple SBUs,
each of which is responsible for its own profitability
SBU (strategic Business unit)

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The ANSOFF
Matrix

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Sales increasing based on existing products and existing customers
examples:
Opening of new pos (point of sales) inside the same markets
Price reduction
Increasing of Advertising campaigns
shops layout change
Launches of Promotional campaigns and special offers
The ANSOFF Matrix

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The ANSOFF Matrix
Market development
New markets development and customer recognition for existing products
examples:
scouting of new geographical markets
Offer Extension towards new customers

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Product development
Launch of New products inside the existing markets
examples:
launch of new product lines
Launch of New product models
The ANSOFF Matrix

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diversification
Launch of New products inside new existing markets
examples:
2005 - Armani hotel & resorts in dubai and milan
1999 – starbucks bought hear music and started to sell cd’s in its café
The ANSOFF Matrix

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SWOT ANALYSIS
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATS
HELPFUL HARMFUL
INTERNALEXTERNAL

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BOSTON CoNSULTING GROUP
MATRIX

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Product life cycle

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BOSTON CUNSULTING GROUP MATRIX + Product life cycle

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a market

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Types of market

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Types of market

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MARKETING
What is it?

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to have what
customers need
MARKETING

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communication

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“Marketing is the human activity
directed at satisfying needs and wants
through an exchange process”
P. Kotler
1980
Marketing definition - activity

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“The management process which
identifies, anticipates, and supplies
customer requirements efficiently and
profitably’’
The Chartered Institute of Marketing
(CIM)
http://www.cimhk.org.hk/
Marketing definition - process

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Marketing definition - function
”Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large”
American Marketing Association
www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx

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Le AZIENDE ed il MERCATO
…e sono in grado di entrare in un
processo di scambio per soddisfarlo.
Il Mercato e l’insieme di potenziali e attuali acquirenti che
condividono un particolare bisogno o desiderio…

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3 modi diversi che le aziende hanno di orientare il proprio business:
Orientamento al PRODOTTO
Orientamento alla VENDITA
Orientamento al MERCATO
Le AZIENDE ed il MERCATO

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Orientamento al PRODOTTO
Si è convinti che il successo di business dipenda quasi
esclusivamente dalle caratteristiche che ha il prodotto.
L’azienda investe
maggiormente nello sviluppo
del prodotto secondo le
proprie convinzioni ed
impostazioni.

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Orientamento alla VENDITA
Si è convinti che il successo di business dipenda quasi
esclusivamente dalla capacità di vendere il prodotto.
L’azienda investe molto nello
sviluppo della rete vendita,
nelle competenze dei suoi
venditori e nelle promozioni
commerciali.

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Orientamento al MERCATO 1/4
Si è convinti che il successo di business dipenda dalla
’’lettura’’ dei bisogni dei clienti e dalla loro
soddisfazione.
L’azienda investe in via
prioritaria nella ricerca di
mercato, e poi nello sviluppo del
prodotto alle esigenze espresse
dai potenziali clienti.

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“Se non ci facciamo guidare dai nostri clienti,
nemmeno le nostre auto lo faranno”
Manifesto del Management FORD
Orientamento al MERCATO 2/4

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Venditore d’auto da ’’Un boss sotto stress’’ (Harold Ramis)
Link YouTube
Orientamento al MERCATO 3/4

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Cameriere da ’’La vita è bella’’ (Roberto Benigni)
Link YouTube
Orientamento al MERCATO 4/4

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Needs, wants & desires
Needsare something basic, something
absolutely necessary.
A want on the other hand is a feeling for
something you lack.
A desire is the craving to apprehend your
want.
Needs are usually physiological,
while wants and desires are more psychological.

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Hierarchy of Needs
Abraham Maslow - 1954

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I bisogni possono essere:
⁻Pre-esistenti
⁻Latenti

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I bisogni possono però essere anche:
⁻ Non ancora emersi
Il marketing quindi può a
volte tendere ad
’’influenzare’’ i desideri
del consumatore

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Il Monello (Charlie Chaplin)
Link YouTube

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Fight Club (David Fincher)
Link Youtube

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Marketing Strategy
Operations
Segmentation
Targeting
PositioningMarketing Plan
Marketing Mix – 4 P’s
Communication Tools
Company Function
Advertising
Events
Sales Promotion
Sponsorship
Press Office
PR
Corporate Communication
Brand Communication
Internal Communication

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Different kinds of Marketing
Link YouTube

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Marketing - What is not
Marketing is not “Selling a product”...
...it is “finding a solution to
customer needs” No more cookies crumbles…

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Marketing - What is not
Marketing is not “advertising”...
...it is guaranteeing the
customer satisfaction.

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A satisfied customer will maybe buy again and will make good adverts
to other people,
While an unsatisfied one will never buy again and, for sure, he will
communicate it to everyone.

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