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Marketing management samenvattingenPowerPoints
Week 1
SWOT
External factors: opportunities & threats from
the outer world
Internal factors: strong & weak points of the
organization
Meso environment:
• Customers (B2B, B2C, B2G, B2?)
• Competitor analysis
• Industry developments
• Suppliers
• Intermediairies / Distribution channels
• Stakeholders / Audiences
Macro:
- DESTEP/PESTEL/DEPEST
EXTERNAL analysis:
• Meso: Porter (5 forces)
• Threat of new entrants
• Threat of substitutes
• Power of customers
• Power of suppliers
• Power of competitors
Confrontational
analysis
,Mission criteria:
1. Realistic
2. Specific
3. Motivating
4. Based on distinctive competences
Company's philosophy and direction
Should be a market-oriented definition
From mission to strategic goals to objectives:
Mission (and goals) should be translated to
objectives at every management level
Objectives should be SMART
Week 2
Step 1: Segmenting
Divide market in customer groups/Markets
1. Geographic criteria
- Region
- Size of area
- City size
- Density
- Climate
2. Demographic criteria
- Age
- Gender
- Family size
- Family life cycle
- Income
- Profession
, - Education
- Religion
- Nationality
3. Psychographic criteria
- Social class
- Lifestyle
- Personality
4. Behavioral criteria
- Occasion
- Benefit sought
- User status
- User frequency
- Loyalty
- Susceptibility
- Attitude towards product
Step 2: Picking target group(s)
Choose customer groups you want to serve
1. Measurable
Are characteristics recognizable and measurable?
2. Distinctive
Do/would people react differently to the 4 P’s?
3. Sizable
Big and profitable enough?
4. Accessible
Can be reached through distribution and promotion?
5. Feasible
Enough funds/focus available to aim at this segment?
Step 3: Differentiating
Select distinctive market offer to serve target group(s) best.
Differentiate: make your offer distinctive to competitors to create superior value to
customers.
Differentiate:
Identify value differences and competitive advantages
Choose USP or USP’s (points or propositions)
- Important (to the customer)
- Distinctive
- Superior
- Communicable
- Exclusive
- Affordable
- Profitable
You could differentiate your
- Product
- Service
, - Channel marketing
- Personnel
- Image
Step 4: Positioning
Position the offer in the customer's mind. (and implement a market approach)
Positioning: capture a certain position in the customers’ mind, distinctive to competitors
After searching for a USP, 2 options:
1. Continue with a real USP:
Pick your positioning
2. Having no real USP:
a. or create USP through image
b. or choose a different
price/benefits
combination (= value perception)
Market segmenting = divide a market into separate segments (customer groups) with
distinctive needs, characteristics and/or behavior
1. Why would you use segmentation?
2. What are pros and cons of segmentation?
3. Can you mention some criteria that could be used to segment a market?
Awnsers of the questions ^
1. Only than you use the optimal marketing mix (4 core P’s). So, than you will increase
the profit!
2. Pro: focus on customers, and efficient in time and money! Con: only 1 group
3. Geographic, Demographic, Psychographic and Behavioral criteria
Marketing approach strategy
Every segment needs a different set of marketing instruments (marketing mix)
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