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We invite you to a presentation in which we will familiarize you with the basics of effective sales.
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The shortest definition of marketing is "to meet needs, achieve profit". Marketing is well understood
it is not a set of tricks and ad hoc actions, but a well-thought-out strategy and the resulting tactics of action, tailored to the target audience, based on knowledge, research, embedded strongly in the realities of the market.
Marketing - a social process in which individuals
and the groups receive what they need through
creating, offering and free exchange
with other goods and services that have value
[Kotler, Keller, 2011].
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Basic definitions in the field of marketing.
Marketing
Discovery and assessment of market opportunities, leading
to meet the needs of specific recipients (buyers)
and accurately identifying these needs,
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Fundamental issues of marketing.
Issues of marketing
Multi-level marketing.
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Multi-level marketing, otherwise known as MLM
(multi-level marketing) or network marketing. Multilevel marketing allows salespeople for building personal associates' structures, from which turnover additional commissions
are obtained. Each seller in multi-level marketing
has the opportunity to build his own sales organization,
in which everyone from them it is remunerated on the basis
of the binding one in the company's marketing plan.
t the same time, being higher in the corporate hierarchy
does not necessarily translate for higher earnings -
they depend on the marketing plan mentioned above.
are obtained. Each seller in multi-level marketing
has the opportunity to build his own sales organization,
in which everyone from them it is remunerated on the basis
of the binding one in the company's marketing plan.
t the same time, being higher in the corporate hierarchy
does not necessarily translate for higher earnings -
they depend on the marketing plan mentioned above.
Multi-level marketing
Target market - a group of buyers that the company has acquired or wants
to acquire by targeting its marketing program. The company chooses the market,
to acquire by targeting its marketing program. The company chooses the market,
on which it intends to operate based on previously identified segments
the market and their characteristics. The choice of the target market is based
on o segment analysis and evaluation. Only some of the highlighted segments
are attractive enough to become the target markets of the company. Segments
to enter in the target markets
on o segment analysis and evaluation. Only some of the highlighted segments
are attractive enough to become the target markets of the company. Segments
to enter in the target markets
they have to be positively evaluated in terms of: size and dynamics, structural attractiveness and adjustment to the resources and goals of the enterprise.
These "measures" are called criteria for assessing market segments.
These "measures" are called criteria for assessing market segments.
Positioning - marketing activity related to shaping the offer and the image
of a product, brand or company that creates such a picture among buyers,
of a product, brand or company that creates such a picture among buyers,
which will stand out against the background of products, brands or competing companies. The first term "positioning" in relation to market activities was used
in 1969, Jack Trout. Together with Al Riesem he described the idea of positioning
in the book "Positioning: Fight for Your Mind." The authors emphasized
that positioning is done in the mind of the client who becomes the battlefield
for marketing. The point of reference in positioning is always competition.
Market segmentation - the procedure for dividing the market into relatively homogeneous groups of consumers, which due to similarity of features reveal a similar demand, in order to prepare a product that meets their needs, and as a consequence
of obtaining a market advantage. Its need is a natural consequence of the growing number of consumers, the increase in their income, the development of individual preferences and the possibility of making a choice.
Shows she, how numerous are the groups that make up individual sub-markets and what is the purchasing power
of obtaining a market advantage. Its need is a natural consequence of the growing number of consumers, the increase in their income, the development of individual preferences and the possibility of making a choice.
Shows she, how numerous are the groups that make up individual sub-markets and what is the purchasing power
Target market
Positioning
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Marketing rules
in a moment. After clicking them you will be able to familiarize yourself with selected issues in the field of marketing rules.
Promotion - impact on recipients of products of a given company, consisting in providing them with information
they have to properly increase knowledge about products
or services and the company itself to create for them preferences on the market.
they have to properly increase knowledge about products
or services and the company itself to create for them preferences on the market.
Distribution - includes all activities related to spatial, temporal and quantitative overcoming
and assortment differences between the sphere
of production and the sphere of consumption.
of production and the sphere of consumption.
The price may concern, among others goods or services. According to most economic theories, the price equals
the value of the good [the footnote needed]. According
to the Austrian school, value is not an objective quantity,
and such equality never occurs, because then there would never have been an exchange (each page must value more what it receives from what he gives instead).
the value of the good [the footnote needed]. According
to the Austrian school, value is not an objective quantity,
and such equality never occurs, because then there would never have been an exchange (each page must value more what it receives from what he gives instead).
Product - every object of the market exchange
and everything what can be offered on the market.
The product can to be a material good, a service,
a place, an organization or an idea.
and everything what can be offered on the market.
The product can to be a material good, a service,
a place, an organization or an idea.
mix. The most popular is the concept of 4 P - product , price , distribution and promotion. The development of marketing
has caused the extension of this set with further elements - people, material evidence, process, etc. There are also other concepts of marketing instruments, an example of which
is the concept of 4 C - value for the customer, cost,
convenience of purchase, communication.
Product
Price
Distribution
Promotion
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Marketing instruments
the process of strategic marketing planning consists
of 10 steps that, as a result of the grouping, form
the four basic phases of the procedure: setting goals, reviewing the situation, formulating strategies,
and allocating resources and monitoring.
A marketing strategy is the way in which an enterprise intends to achieve its marketing goals. Reflects she views company managers regarding the use of skills and resources
on the market. The basis for building a marketing strategy
is to undertake an effort related to marketing planning,
the process of which should be closely related to the overall strategic planning in the company.
is to undertake an effort related to marketing planning,
the process of which should be closely related to the overall strategic planning in the company.
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Basic definitions in the field of marketing.
Marketing strategy
START
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We invite you to exercise, thanks to which you will organize the acquired knowledge.
Test module
Start
Marketing instruments form the so-called marketing mix. The 4 P concept is the most popular. There are also other concepts of marketing instruments, exemplified by the 4 C concept. Our exercise consists in the attribution
of characteristics both concepts - place them in the right places.
of characteristics both concepts - place them in the right places.
Submit
Value for the customer
Prise
Promotion
Cost
Convenience of purchase
Communication
Product
Distribution
Conception 4C
Conception 4P
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Place the elements in the right place
Put the characteristic features of marketing concepts in the right places.
Question 1
The target market is related
with a group of buyers that the company has acquired or wants
to acquire by addressing
its marketing program.
to acquire by addressing
its marketing program.
Question 2
The group of buyers that the company has acquired or wants
to acquire by addressing its marketing program is defined as:
to acquire by addressing its marketing program is defined as:
Submit
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Material: Marketing rules.
Select the correct answers
This is the end of our presentation,
Thank you for your time and we believe that thanks to our presentation
You have enlarged and systematized your knowledge.
You have enlarged and systematized your knowledge.
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