Month: May 2014

There are seven design elements – 7Cs – that should be considered when creating a website intended for commerce and sales. Customers shop online for several reasons; the most important are the convenience, cost, large selection and the allure of control over their purchases. Customers can easily shop around from anywhere they have an Internet…

Return On Investment (ROI) Lesson Exercise Answer No company can hope to remain viable or even grow, without closely monitoring the effectiveness of its advertising. In the current economy no corner of a company’s expenses is going without scrutiny, especially marketing and promotion costs. The benefits of return on investment data works both ways, it…

Este inclui todas as ferramentas disponíveis para o comerciante para a ‘comunicação de marketing’. Como na mistura de marketing de Neil H. Borden, comunicações de marketing têm suas próprias ‘mistura de promoções’. Pense nisso como uma mistura de bolo, os ingredientes básicos são sempre os mesmos. Apesar disso, se você varia a quantidade de um…

Process is another element of the extended marketing mix, or 7P’s.There are a number of perceptions of the concept of process within the business and marketing literature.

The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is planted (introduction); it begins to sprout (growth).

O Ciclo de Vida do Produto (CVP) é baseado no ciclo de vida biológico. Por exemplo: uma semente é plantada (introdução); ela começa a brotar (crescimento); dela nasce folhas e se enraíza ao se tornar adulta (maturidade); depois de um longo período como um adulto a planta começa a murchar e morre (declínio).

Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues.

The academic discipline of marketing has core schools of thought, where marketing is seen as either a philosophy or as a function. Where marketing is considered a philosophy, the marketing concept is embedded in management thought. With the alternative view, where marketing is a function within a business, marketing is seen as a department, in…

Análise PEST É muito importante que uma empresa considere fatores ambientais antes de iniciar o processo de marketing. Em fato, análises ambientais devem ser contínuas e preencher todos os aspectos do planejamento.

People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the ‘individual needs’ of the person consuming it. Most of us can think of a situation where the personal service offered by individuals…

A definição do CIM (o mesmo que a definição do conceito de marketing de Barwell) não procura identificar as necessidades do consumidor, mas também em satisfazê-los (curto prazo) e antecipá-los no futuro (longo prazo de retenção).

Planos de marketing são vitais para o sucesso da campanha de marketing. Eles auxiliam a centrar a mente de companias e times no processo de marketing, por exemplo: o que será atingido e como nós pretendemos a fazer isso. Existem muitos métodos de planos de marketing. Marketing Teacher focalisa em cima estágios chave do plano.…

Formal and informal approaches to marketing planning were investigated by Lyles (1993). This study found that neither had any relationship with business success. Over 60 studies into SME’s were collated by Shrader et al (1989). Their conclusion was that there are some benefits to informal marketing planning, especially in smaller firms. The owner/manager tends to…

Formal marketing planning is what is commonly thought of as marketing planning. It tends to be a systematic process that includes a series of stages. Few authors agree on the specifics of the process but it is common to see the marketing plan beginning with analysis, the development of strategy and the implementation of the…

A business is in a better position to weather an economic downturn when it is buttressed by a good marketing plan. A firms understanding of consumer behavior is enhanced if its marketing plan includes careful consideration of market segmentation, targeting and positioning.

Human and behavioural inputs are brought to marketing planning by the marketing manager himself or herself. The driver for the illogical approach of Piercy and Giles (1989) lies with the experience of managers. So where informal marketing planning recognized that there are different approaches to marketing planning, away from the structure and linear process of…

Marketing planning research has been based on organizations of various sizes. Most studies consider large corporations more specifically large multi-divisional companies (Ames 1968), companies selected from the top 100 US spenders on advertising (Cosse and Swan 1983), and companies with more than a £17 million turnover (Piercy and Thomas 1983). SME’s were investigated by Lancaster…

After considering the current management literature in depth, it has become apparent that there are four main categories of marketing planning based upon the relationship between the marketing planning process and the marketing manager. The four types of marketing planning are formal/functional, informal/functional, formal/individual and informal/individual. The literature reviewed dates from the 1960’s to the…

Marketing as a discipline is not a precise science. However, the area of marketing planning does have its own theory, the validity of which is open to some criticism. The theory of marketing planning contends that a formalised marketing planning system will help a company to improve its performance (McDonald 1982). In other words a…

Marketing plans are vital to marketing success. They help to focus the mind of companies and marketing teams on the process of marketing i.e. what is going to be achieved and how we intend to do it. There are many approaches to marketing plans.

There is no commonly accepted definition or approach to marketing planning. This is because of a number of problems that pepper the marketing planning literature relating to the size of an organisation, the market or sector in which it exists, its culture, and the human beings that work within it.

O ambiente de marketing envolve e tem impacto sobre a organização. Existem três perspectivas fundamentais a respeito do ambiente e marketing, elas são: o ‘macro-ambiente’, o ‘micro-ambiente’ e o ‘ambiente interno’.

The marketing function within any organization does not exist in isolation. Therefore it’s important to see how marketing connects with and permeates other functions within the organization.

Marketing and Customer Relationships Marketing today is very much focused upon business relationships, especially in the B2B markets. Historically companies would manufacture products that would be promoted to customers. However as markets have become more competitive, marketing companies seek to attract customer by building strong relationships so that customers are ‘retained’ i.e. you keep hold…

Internal Marketing Internal marketing is inward facing marketing. Internal marketing is used by marketers to motivate all functions to satisfy customers. With internal marketing the marketer is really extending and developing the foundations of marketing such as the marketing concept, the exchange process and customer satisfaction to internal customers. Internal customers would be anybody involved…

Internal Marketing is a vital communication and change management tool. Learn how to construct an internal marketing plan.

Family life cycle is defined as what type of family the target market consumer is in. DINKS are “double income no kids” and SINKS are “single income no kids”. Marketers love to target the DINKS and SINKS because they have lots of discretionary income and no children to spend it on, so they spend their…

Marketing as an Exchange Process At the beginning of any marketing course or programme it is important to appreciate how exchange processes work. An exchange process is simply when an individual or an organisation decides to satisfy a need or want by offering some money or goods or services in exchange. It’s that simple, and…

Email Marketing Providers There are plenty of e-mail marketing companies out there. One thing is sure that when your business grows you need to make your e-mail marketing solution as automatic as possible, so don’t think that you can manually enter details on your tablet or PC. E-mail marketing providers give you plenty of interactive…

Email marketing campaigns Let’s take a look at the best way for you to design your e-mail marketing campaign. As with most other types of marketing, e-mail marketing campaigns work best if they follow a marketing planning format. Based on marketing principles ask yourself who exactly are you targeting your e-mail at? Who are your…

Direct marketing is a channel free approach to distribution and/or marketing communications. So a company may have a strategy of dealing with its customers ‘directly,’ for example banks (such as CityBank) or computer manufacturers (such as Dell). There are no channel intermediaries i.e. distributors, retailers or wholesalers.

Direct and Indirect Costs Lesson Exercise Answer The allocation and identification of direct and indirect costs contributes to more accurate profit calculations. Not only is the clarification of costs important to business owners, it may be of particular interest to some prime contractors who may actually impose a specific accounting methodology in order to meet…

How many times throughout the day do people make product decisions? If you stop to think about it, many product decisions are made every day, some without much thought. What should I wear? What should I eat? What am I going to do today? Many product decisions are answered routinely every day and they help…

Customer satisfaction So the purpose of marketing centres very much upon creation of value and a long-term customer relationship. Customer satisfaction is a central concept to this proposal. A marketing company aims to set a level of expectation at which customers are satisfied that value is delivered through an exchange process. Be careful not to…

The Customer Relationship Think about some of the relationships that are important to you. You have parents and friends, and you have workmates and acquaintances. To a greater or lesser extent you have a relationship with all of these people. Say you have a number of roles, such as student, professional, son or daughter, teacher,…

The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products of services that customers NEED throughout their lives.

Customer database This session will consider how to create a customer database which can be used to store information which can be accessed by members of your organisation. If we gather information about specific traits or attributes of our customers, then we can look similarities and satisfy the needs of large groups of customers. Such…

CRM is a term that is often referred to in marketing. However, there is no complete agreement upon a single definition. This is because CRM can be considered from a number of perspectives.

As we have discussed, CRM is more than just software. For the purposes of this introduction – Information Technology (IT) and CRM have three key elements, namely Customer Touch Points, Applications, and Data Stores. This section is based loosely upon Raisch (2001) The eMarketplace.

We now consider the Business Strategy Perspective on CRM. Here, we propose a model, which is a hybrid, and typical of many of the models and diagrams of CRM that you will find on The Internet and in popular books on the topic of eMarketing/eCommerce.

A core competence is the result of a specific unique set of skills or production techniques that deliver value to the customer. Such competences give an organization access to a wide variety of markets. Hamel and Prahalad (1990) refer to a number of organizations and their products to support their concept, including NEC, Honda and…

There is no planning without control. If an objective states where you want to be and the plan sets out a road map to your destination, then control tells you if you are on the right route or if you have arrived at your destination.

Consumer Behavior Situational influences and the 8 Traits of Online Shoppers i. Adventurous Explorers (30% of online spending) are a small segment that presents a large opportunity. They require little special attention by Internet vendors because they believe online shopping is fun. They are likely the opinion leaders for all things online. Retailers should nurture…

Conducting Market Research How the professionals do marketing research The professionals use a market research process that generally incorporates five steps. 1. Problem definition This step involves identifying an information gap and defining a research problem as specifically as possible. 3. Conducting Fieldwork This step involves implementing the action plan. ‘Fieldwork’ is a generic term…

Business-to-Business What is Business-to-Business Marketing? Business-to-Business (B2B) marketing involves the exchanges of goods and services that businesses purchase for purposes other than general consumption. Of course in consumer markets the focus of the marketer is upon the customer as a purchaser who is the consumer, or who will give the product or service to the…

Building and developing relationships Example – Dell- How networking skills lead to better co-ordination. Your staff develops networking skills in the supply chain. From the perspective of the previous lesson, we are concerned very much with internal and external customers, our customer relationships, loyalty and retention. So if we reconsider each term in relation to…

Branding is a strategy that is used by marketers. Branding as Strategy to differentiate products and companies, and to build economic value for both the consumer and the brand owner. Brand occupies space in the perception of the consumer, and is what results from the totality of what the consumer takes into consideration before making…

Brainstorming is simply a means of getting a large number of ideas from a group of people in a short time. Brainstorming is great for marketers! Marketers can generate new creative ideas for products, services, solutions or concepts. Not only is brainstorming useful for creative thinking, but is can also be used for marketing problem…

The Balance Sheet Lesson Exercise Answer The Balance Sheet holds information of great interest to bankers and investors alike. The information represented on a Balance Sheet is very revealing to the keen eye, because it can forecast a company’s ability to pay its bills and discloses how much money has been invested. Shareholders Equity is…

The Adoption Process. The Adoption Process (also known as the Diffusion of Innovation) is more than forty years old. It was first described by Bourne (1959), so it has stood the test of time and remained an important marketing tool ever since. It describes the behaviour of consumers as they purchase new products and services.…

A manufacturing company is uniquely positioned to benefit from activity-based costing. Activity-based Costing is a costing model that aids a company in determining the costs of certain activities involved in producing a product/service and distributing that product/service to a customer.

Here is the answer to our SWOT exercise. A análise SWOT é uma ferramenta utilizada para examinar uma empresa e os fatores que afetam seu funcionamento. Este é o primeiro estágio de planejamento, o que ajuda o empresário focar nos pontos principais da empresa. A sigla SWOT representa a primeira letra das palavras, em ingles:…

Answer: Análise PEST É muito importante que uma empresa considere fatores ambientais antes de iniciar o processo de marketing. Em fato, análises ambientais devem ser contínuas e preencher todos os aspectos do planejamento.

Answer: Pesquisa de mercado e pesquisa de marketing muitas vezes podem ser confusas. Pesquisa de ‘mercado’ é simplesmente uma pesquisa em um mercado específico; um conceito muito simples e limitado. Pesquisa de ‘marketing’, no entanto, vai muito mais além.