Marketing (Fach) / Marketing Planning - Analysis (Lektion)
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- 4 fashion market characteristics short life cyclescapture the mood; very short and seasonal, measured in month even in weeks high volatilerarely stable or linear demand low predictabilityweek by week or even item by item demand high ...
- Analysing B2C-Market buying behavior (5 questions) 1. Who is important in the buying decision? eg parents buy what children pursue 2. How do they buy? appropriate stimulation, buying process = dynamic interaction seaching for information ...
- S-O-R model to analyze consumer behavior B2C market= variables that determine consumer behavior!! this model helps to describe consumer behavior in B2C market as a relationship between a stimulus, the way the stimulus ...
- key determinant of brand evaluation by customer the level of involvement (depends on personality of buyer) perceived importance of the product perceived risk associated with its use high involvement =high importance - self-image!!eg sports vehicle ...
- Analysing B2B-Market buying behavior DCM (6) many similarities to B2C market!!human beings - not necessarily more rational But: Decision-making Unit Initiator influencers/evaluators (often technical personnel) gatekeepers (purchasing agent, secretary) ...
- B2B 3 buy classes 1. Straight re-buysrelatively cheap and usually matter of routine 2. Modified re-buy 3. new taskmost complex purchase
- Main influences on buying decision B2B (4) 1. environmental factors economic environment (primary demand, economic outlook, cost of capital) 2. organizational factors objectives, policies, procedures, structures 3. interpersonal factors ...
- organizational buying process B2B 6 steps 1. Problem recognition internal or external stimuli 2. General need description characteristics and quantity 3. Product specification decides and specifies on best technical product characteristics ...
- SWOT Analysis - overview controllable internal S&Wvsuncontrollable extern O&T match S&O overcome W -> T history: developed by harvard business school 1963 became popular in the 70s: alignment resources to environment 1980s ...
- elements of the SWOT analysis strength determine organizational strong points from internal perspective and customer perspective do not be humble and be as pragmatic as possible unique or distinct advantages? why customers choose ...
- matching and converging the SWOT matrix 4 actions see where it thinks it is, where others see it, where it hopes to be -> give the manager an idea of the basic strategic options he has ACTIONS: match strength and opportunities convert weaknesses to ...
- application of the SWOT analysis S W O ...
- SWOT Analysis - required analysis competitors questions ... analyze focal firm extensively!!! Core competencies! analyse also competitors questions to ask: what is their (marketing mix) offer? what is their competitive advantage? how well are they performing? ...
- Benefits and Barriers SWOT Analysis Pros: supremely simple attention to key issues that affect development and growth besides the output the process of conducting the swotdynamic tool - facilitates management development valuable management ...
- Multilevel SWOT Analysis 3 levels usually a swot analysis should be multi-level 1. Corporate level - SWOT 2. SBU level -SWOTone per each SBU 3. product/market levelSBU2- product 1 and market 1- product 1 and market 2- product 2 and market ...
- Benefits and Barriers SWOT Analysis Pros: supremely simple attention to key issues that affect development and growth besides the output the process of conducting the swotdynamic tool - facilitates management development valuable management ...
- vertical network and horizontal network SUPPLIER COMPETITOR FOCAL FIRM PARTNERS/COMPLEMENTORS ...
- comparing B2B and B2C markets (6 categories) 1. market structure geographically concentrated --- geographically dispersed relatively few buyers --- mass markets oligopolistic competition ...
- difference resources, capabilities, competencies resources = what you haveinputs: financial, physical, human, intangible like brand, structural/culturaleg: basketball shoes, clothes capabilities = what you can do with your resourcesprocess and people: ...
- marketing budget pull all the revenues and costs involved in marketing together in one comprehensive document managerial tool: what needs to spend and what can be afforded the most powerful tool - thought through balance ...
- whole marketing system: 3 levels 1. the focal company 2. industry level/value net 3. macro level
- whole marketing system: 3 levels 1. the focal company 2. industry level/value net 3. macro level: PEST Analysis
- goal objective strategy tactics + Examples goal = broad primary outcome objective= the measurable step strategy= plan to get there tactics= tools and techniques to implement the strategy EXAMPLE 1. Goal Increase sales revenue by 25% by the End ...
- strategic plan vs tactical plan strategy timelss, will stay the same over the years Example: More Sales volume in rural areas(Goal: +25% revenue) plan to achieve the goal! tactics changes with technology and circumstances Example: implement ...