BCOM - MKT

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Marketing Management:

Marketing Management

Why marketing:

Why marketing

Marketing Framework:

Marketing Framework Customer Collaborators Competition Context 5Cs Segmentation Position Target 4Ps Company Product Place Promotion Price STP

Slide4:

Segmentation Targeting Positioning Segmentation Targeting Segmentation, Targeting and Positioning Positioning Sports Party Formal Sports

Customer Lifetime Value:

Customer Lifetime Value

Slide6:

Consumer Decision Making Process Perceived Benefits vs Costs Pricing Orientations Factors for Decision Making – Marketing Mix, Psychological factors, Situational Factors, Social Factors Number Crunching! – Break-even & Contribution analysis Consumer Behavior

Slide7:

How do you price your product Various Orientations Maximize Profit Maximize Sales Match Competitor How much can customer pay? Pricing dilemma?

Slide8:

What promotions to do Loss Leader Pricing Special Event Pricing Cash Backs Long payment plans

Slide9:

Competition Analysis Segmentation Point of Different Point of Parity Positioning Communicate Simplify Inspire Brand Building

How do you promote?:

Converted!!! How do you promote?

Slide11:

Quality control Lack of good alternatives Where to sell? Direct Approach Indirect Approach Usually allows broader access to networks One stop shopping convenience for buyers

Slide12:

How to manage conflicts? H O R I Z O N T A L VERTICAL Vertically integrate Build explicit relationships Monitor downstream partners Establish boundaries between channels Introduce multiple brands

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