Early adopters enter at the growth stage Adopt innovations after acceptance by the previous groups and usually because of social pressure or because the price has fallen Early Majority Laggards Slightly above average in terms of education and disposable income. More organizations now undertake a structured planning process because: n The marketing environment is highly competitive and change is occurring at a rapid rate n High levels of investment are required to develop new products and services n More sophisticated planning techniques and tools are available n Marketing personnel are better trained and have access to better quality data and information n Organizations recognize the need to integrate all functions of the organization to better meet the customers needs The advantages are: n A structured analysis of the environment the organization operates within is undertaken n Objectives and strategies are based on the strengths and resources available n Proactive approach rather than a reactive one enables the organization to compete better n Increased customer focus possible n Better use of organizational resources 16 The Planning Process See Unit 1 for the extended process, but more simply M. See Unit 1 n Number of differing segments targeted Contextualization is the key to ensure these elements are brought together to form an integrated and cohesive whole n The industry context, i. Include: Men Materials Money Minutes Machines Control — Measurement vs. Who are our opinion leaders and reference groups? How do they influence us? A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner.
A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. Customers must have authority to buy different products or services! The longer the channel length the greater the loss of control the marketer has Selective — More specialist retailers required, e. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised. Variety of tactics including Cash rebates or sales promotions Special event pricing Psychological Pricing Lost leader pricing Perceptual tactics £10 or £9. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised.
Global Marketing The emergence of a global village. If these are lacking, the customer will be dissatisfied Augmented — Additional attributes which support the product and enhance the package, e. You should be able to show how you might achieve this level of flexibility n The critical success factors in relation to price are to maintain the organization objectives, whilst at the same time remaining sensitive to customer needs n The key to price is to link the product quality with a clear indication of value for money. B2C or B2B Synergy n Stage of the Product life cycles reached n Need to be consistent n Resources of the organization n Corporate and Marketing objectives Where the outcome of combining the individual elements of the marketing mix together is greater than the simple sum total of each of the elements. We hope you glad to visit our website.
Differential pricing High fixed costs The relevant application of seasonal timings Benefits both the producer and the consumer 4. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Enter new product areas Diversification — most risky, can be in related or non-related areas, e. Development or adjustment of marketing objectives in line with internal and external drivers affecting performance 2. Who is responsible for quality? Key relationships between supplier, manufacturers and distributors to deliver added value to the end user. Pitch the price at the right level — it may be the difference between success and failure n Go to www.
Customers must be willing to use their money and resources to buy products 4. Aims and objectives of direct marketing Responsibilities of direct marketing n Increasing direct mail order levels from new and existing customers n Ensuring an appropriate database that is effective in reaching targets n To increase provision of information to aid information and adoption n Defining the appropriate techniques, e. Who provides after-sales support and warranty? They also serve as invaluable reviews of the complete modules, perfect for those studying via the assignment route. The possible effect of marketing activities and provision of goods and services on society and the environment are also key differentiators in the minds of more and more customers. Cancel the membership at any time if not satisfied. Note: We cannot guarantee that every book is in the library.
Be able to evaluate effectively n Go to www. Changed circumstances may lead to plans being amended. Marketing has recognized that customers perceive quality and level of customer care delivered as a differentiating factor when purchasing. Build a bank of examples n Be prepared to compare and contrast marketing contexts and demonstrate you are aware of how these differences manifest themselves n Go to www. Key issues are Intangibility, Inseparability and Perishability. Benefits much more difficult to communicate. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are.
Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Who holds title to the goods? You can also find customer support email or phone in the next page and ask more details about availability of this book. Marginal pricing Offering a special price Ensuring profit is still made 2. . International or geographic areas Product development — develop additional features or additions to range. Who are our opinion leaders and reference groups? Often the main area of differentiation Potential — How the product may evolve, e. Customers around the world have similar lifestyles and consumption patterns to their global neighbours.
Setting of performance standards, i. Other elements of the mix are used to build high quality perception. Cim Revision Cards Marketing Planning 05 06 Marketing Knowledge can be very useful guide, and cim revision cards marketing planning 05 06 marketing knowledge play an important role in your products. The compact, spiral certain structure permits the playing cards to be carried round simply, the content material hence continually being available, making them beneficial assets regardless of the place you are. However, organizations tend to aim higher than survival. Register a free 1 month Trial Account.