Venu Marketing

7/30/2019 Venu Marketing

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UNIT1

Marketing is about identifying and meeting the human and social needs profitably.

Marketing Goods Marketing Services Marketing Experience Marketing Events Marketing Persons Marketing Place Marketing Properties Marketing Organization Marketing Information Marketing Ideas

Negative Dd No Dd Latent Dd Declining Dd Irregular Dd Full Dd Overfull Dd Unwholesome Dd

Need Want Demand Exchange Transfer Transaction Relationship Target Market Segmentation Customer Value Customer Satisfication Marketing Channels

Supply Chain Competition


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Consumer Mkt Business / Stock Mkt Gobal Mkt Unprofit-Govt Mkt

Identify the neeed Create the need Satisfication the need Maintain the customer & Adding new customer Earn Profit for organisation throug customer satification Bring top of customer mind awarness

Exchange Concepts -Barter system Production ConceptsProducing the goods Product ConceptsDiffernet type of Commidity Sale Conceptsin form of number

USP-Unique Selling Point (or) Promotion:

o ATL: Above the Line Advertisement Print media Visual media

o BTL: Below the Line Contest Discount Gift Offer Money Back Instalment Wall paper Hoarding Translide Posters Banners Ex-change offer Pumplets Hand bill

Research & Development Relative Marketing & Service Marketing


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E-Commernce / Consumer Relation Marketing Consumer Behaviour Adverstiment & Sales Promotion Marketing Development Product Develop[ment Concept Development

Marketing, Finance, Production, Research and Development,

Information and Technology.

Suppliers, Marketing intermediaries Competitive, Demographic, Economic, Natural, Technological, Political,

and Cultural

:

the value or benefits the customers gain from using the product versus the

cost of obtaining the product

Based on a comparison of performance and expectations.

Performance > Expectations => Satisfaction Performance < Expectations => Dissatisfaction

Marketing with Production Marketing with Finance Marketing with Personal HR

Per capita Income Infrastructure Exchange Rate

Language Education Religious Social Values

Global Medium Innovation


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Communication

Political risk assessment Labour Condition Laws & Trade Regulation

TrafficRevenue, Protection Tariff Non Tariff & Adm:- Quotas on import, Customs barriers, Import & Export

Subsides, Exchange Control

MEANING

Astrategythatintegratesanorganization'smarketinggoalsinto a

cohesive whole. Ideally drawn frommarket research, it focuses on the ideal

product mixtoachievemaximumprofit potential. The marketing strategy

is set out in amarketing plan.

is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase

sales and achieve a sustainablecompetitive advantage.[1]

PEOPLE POWER GOAL ARE GOODS KNOW YOUR CUSTOMERS ENSURE AVAILABILITY

IGNORE YOUR CRITICS TURN THE ORDINARY INTO SOMETHING BEAUTIFUL JUSTIFY YOUR PRICE
http://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Competitive_advantagehttp://www.businessdictionary.com/definition/marketing-plan.htmlhttp://www.businessdictionary.com/definition/profit-potential.htmlhttp://www.businessdictionary.com/definition/achieve.htmlhttp://www.businessdictionary.com/definition/product-mix.htmlhttp://www.businessdictionary.com/definition/market-research.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/organization.htmlhttp://www.businessdictionary.com/definition/integrate.htmlhttp://www.businessdictionary.com/definition/strategy.html


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COMMUNICATE IN THE LANGUAGE OF YOUR AUDIENCE EXTEND THE EXPERIENCE BUILD A TRIBE BECOME THE NAME

MKTING MIX RESOURCES OF FIRM COMPETITION ECO GROWTH &STABILITY POLITICAL TREND LEGAL & REGULATORY ISSUES TECHNOLOGICAL ADVANCEMENT SOCIO-CULTURAL TREND

SEGMENTATION COMPETITIVE ALTERNATIVES DIFFERENTIATED POINTS OF VALUE (BY SEGMENT) MESSAGING AND POSITIONING (BY SEGMENT) MARKETING GOALS AND MEASURES TACTICAL PLAN, BUDGET, OWNERS TIMELINE TARGET MARKET SWOT MESSAGE ACTIVITIES

Product is anything that can be offered to the market for attention, acquisition uses,and consumption. Eg: physical goods, service, organization.

Single commodity & group commodity Depends on need & demand of the customer


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Durable product & non durable product Luxury product & necessary product

Consumer

Social Managerial

Convenience goods Shopping ,, Specialty ,, Unsought ,,

Raw material Manufacture parts Installation Accessory equipment Suppliers


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It determine the characteristic of prd meeting the consumer desires, characteristics

that stability to product

Research before production Possibility of production method Modification in existing lines Elimination of the product Improvement in the product Price determination Commercialization of products Coordination

Starting point of the marketing program Influence on marketing activities Customer satisfaction Ensures profitability of the product Prediction of profit Successful production and marketing

It is an technical activities of product research specification in the product line for a

given period of time

Changing customer preferences


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Technological changes Government policy

A period of slow growth as the product introduced in the market

A period of rapid market acceptance &substantial profit improvement

A slowdown in sales growth because the product has achieved acceptance by

most potential buyers.

Changes in consumers preference or technology lead to a fall in sales

MEANING

Its one which is really innovative which is significantly different from existing&imitative product that are new to the company

If buyer perceive that a given item is significantly different in somecharacteristic, there it is a new product

Market changes Changes in technology Less profit More competition

Diversification of risk

Base on life cycle innovation


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:

IDEA GENERATION EVALUATION &SCREENING OF IDEAS CONCEPT DEVELOPMENT &TESTING BUSINESS ANALYSIS PRODUCT DEVELOPMENT MARKET TESTING COMMERCIALIZATION

NEW TO THE WORLD NEW TO THE FIRM REPOSITIONING IMPROVING & REVISION REDUCTION COST ADDITION TO EXISTING PRODUCT LINE

DECLAING SALE VOLUME DECREASE IN MKT SHARE MORE COMPRTITION


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DECREASE IN PROFIT LACK OF INNOVATION

LACK OF INNOVATION WEAKNESS DISTRIBUTION COMPETITION PRODUCT DEFLECT INADEQUATE MKT ANANLYISS

Its sub dividing a mkt into distinct and homogeneous subgroup of customers where

any group can conceivably be selected as a target market to be met with distinct

marketing mix

It segmentation consists of talking the total heterogeneous market far a product anddividing in to several sub market

DEMOGRAPHICAL BASE * AGE,FAMILY LIFE CYCLE,GENDER

GEOGRAPHICAL BASE *PLACE,AREAD, REGION PSYCHOGRAPHIC BASE * LIFESTYLES,ATTITUDES,VALUES,LOYALTY

SOCIO-ECONOMIC BASE * OCCUPATION,INCOME

BUYER BEHAVIOUR * NEEDS &WANTS, TASTE &PERFERNCEVOLUME BASE *RETAIL,WHOLESALE

MEASURABLE /SIZEABLE SUBSTANTIAL /GROWING ACCESSIBLE DIFFERENTIABLE ACTIONABLE PROFITABLITY


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UNDERSTANDING &MEETING NEEDS OF CONSUMER TARGETED MARKETING ALLOCATION MKTING BUDGETS MINIMIZING AGGREGATION RISK HIGHER MKT SHARE STIMULATING INNOVATION BENEFITS TO CONSUMER BETTER UTILIZATION MKTING RESOURCES SPECILAZATION REG: PROMOTION ,DISTRIBUTION

DEVELOP A RELEVANT PROFILE FOR EACH SEG:(MKT) FORCASTING MKT POTENTIAL(CHANNEL MGT) FORCATING PROBABLE MKT SHARE(CONSUMER &DD) SPECIFIC MKT SEG(NEW MKT IN CONSUMER)

SIZE,OBJECTIVE,RESOURCES OF COMPANY TYPE OF PRD &MKT NATURE OF MKT LIFE CYCLE STAGE COMPETITIVE STRATEGY OF FIRM COMPRTITIVE STRUCTURE OF THE INDUSTRY

Its process evaluating each mkt segment attractive & selecting one or more segments

Market targeting is a broad term that is used to describe the process of identifyinggroups of consumers who are highly likely to purchase a specific good or service.

SINGLE SEGMENT CONCENTRATION SELECTIVE SPECIALIZATION PRODUCT SPECIALIZATION MKT SPECIALIZATION


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FULL MKT COVERAGE

EVALUATING MKT SEGMENTS

* SEGMENT SIZE &GROWTH

* SEGMENT STRUCTURAL ATTRACTIVNESS

* COMPANY OBJECTIVES &RESOURCES

SELECTING MKT SEGMENTS* LIMITED COVERAGE

* FULL COVERAGR

* ADDITIONAL CONSIDERATION

UNDIFFERENTIATED MARKETING DIFFERENTIATED MARKETING INDIVIDUAL MARKETING MASS MARKETING CONCENTRATED MARKETING

ETHICAL CHOICE OF MKT TARGETS SEGMENT INTERRELATIONSHIPS &SUPER SEGMENT SEGMENT BY SEGMENT INVASION PLANS MEGA MARKETING INTER SEGMENT COOPERATION

STANDARDIZATION /INDIFFERENTIATED MKTING DIFFERENTIATION/DIFFERENTITATION MKTING FOCUS /CONCENTRATED MKTING

has come to mean the process by which marketers try to create an image

or identity in the minds of their target market for itsproduct,brand, or organization.
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Product_(business)


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Amarketing strategythataimsto make a brand occupy a distinctposition, relative

tocompetingbrands, in the mind of thecustomer.Companiesapplythisstrategyeither

by emphasizing the distinguishingfeaturesof their brand (what it is, what it does and

how, etc.) or they may try tocreatea suitableimage(inexpensive orpremium,

utilitarian or luxurious, entry-level or high-end, etc.) throughadvertising. Once a brand

is positioned, it is very difficult to reposition it without destroying its credibility. Also

called product positioning.

involves changing the identity of a product, relative to the identity of

competing products, in the collective minds of the target market.

involves attempting to change the identity of competing products,

relative to the identity of your own product, in the collective minds of the target

market.

: : What position do you currently own? What position do you want to own? Whom you have to defeat to own the position you want. Do you have the resources to do it? Can you persist until you get there? Are your tactics supporting the positioning objective you set?

This is a scenario in which the customers have a

blurred and unclear idea of the brand.

This is a scenario in which the customers have too limited aawareness of the brand.

This is a scenario in which the customers have a confusedopinion of the brand.

This is a scenario in which customers do not accept theclaims of a brand.

COMPETITORS IDENTIFICATION DETERMINING HOW COMPETITORS ARE PERCEIEVED & EVALUATED DETERMINING THE COMPETITORS POSITION
http://www.businessdictionary.com/definition/marketing-strategy.htmlhttp://www.businessdictionary.com/definition/marketing-strategy.htmlhttp://www.businessdictionary.com/definition/marketing-strategy.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/premium.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/feature.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/apply.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/competing.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/marketing-strategy.html


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ANALZING CUSTOMERS PREFERENCES MAKING THE POSITING DECISION MONITORING THE POSITION

ATTRIBUTES * CORPORATE IDENTITY PRICE * BRAND ENDORSEMENT QUALITY * UNIQUENES COMPETITOR * BEHAVIORAL APPLICATION * CATEGORY PRODUCT USERS * USE &USAGE PRODUCT CLASS * DEMOGRAPHIC GROUP BENEFITS * PSYCHOGRAPHIC

MIND OF POTENTIAL CUSTOMER CREATE DISTINCTIVE PLACE CONVEY ATTRACTIVENESS OF THE PRODUCT DEVELOPMENT OF EXSTING SERVICES

GUIDELINE FOR DEVELOPMENT MARKING MIX

GIVE TARGET MARKET

Put a Venn Diagram Chart on a sheet of paper.

List in each circle a benefit of your product.

Research the industry in which your product is listed

Evaluate the benefits you thought of vs. the most recent mega-trends

Combine the benefits of the product, and write one to two persuasive sentences.

Remember - write a positioning statement for each market segment.

MeaningA system is the particular set of interdependent organizations

involved in the process ofmaking a product or service available for use or consumption.


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A push strategy uses the manufacturers sales force, trade promotion money, and

other means to induce intermediaries to carry, promote, and sell the product to

end users

A pull strategy uses advertising, promotion, and other forms of communication topersuade consumers to demand the product from intermediaries

Habitual shoppers High value deal seekers Variety-loving shoppers High-involvement shoppers

Service/quality customers Price/value customers Affinity customers

Gather information Develop and disseminate persuasive communications Reach agreements on price and terms Acquire funds to finance inventories Assume risks Provide for storage Provide for buyers payment of their bills Oversee actual transfer of ownership Price Stability Promotion

PHYSICAL FLOW SupplierwarehouseMang:W.HDealearW.HCustomer


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TITLE FLOW SupplierManf:Dealercustomer PAYMENT FLOW CustomerbankDealermanf:supplier INFORMATION FLOWCustomer Dealer manf:supplier PROMOTION FLOWsupplieradv agencymanf:adv agentdealercustomer

* DIRECTManf:(selling manf:plant, door2door, mailorder, multipleshop) Customer

* INDIRECT

1. Manf:RetailerCustomer

2. Manf:WholesalerRetailerCustomer

MULTI CHANNEL/HYBRIDMCCustomer

o Selecting channel memberso Recruiting channel memberso Training channel memberso Motivating channel memberso Evaluating channel memberso Modifying channel memberso Managing Channel Relationship

MEANING

Any paid form on non personal presentation by the identified sponsor through the

media which choose of sponsender

Its any paid form of non-personal presentation, any form, ideas goods &services

&identify sponsor

It consist of all actives in presenting to group anon personal oral/vision,

msg,prd&services


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MISSIONSales goal , Adv objective MONEYMkt share, consumer base, competitor,adv freq: ,prd substitution MESSAGEmsg generation,msg evaluation ,msg selection , social response MEDIAreach,freq, media type, time,impact ,media allocation MEASURABLE-sale impact,comm impact

INFORMATIVE REINFORCEMENT REMAINDER PERSUAVIVE

*INCREASE DEMAND *BUILD GOODWILL*SUPPORT SALESMEN*ATTRACT

MIDDLEMEN*BULID NEW BRND

BASE ON GEOGRAPHICAL

*GLOBAL ADV*INTERNATIONAL ADV*NATIONAL ADV*REGIONAL ADV*NATIONAL ADV

BASE ON GROUP*CONSUMER ADV*INDUSTRIAL ADV*TRADE ADV*PROFFESIONAL ADV

BASE ON DEMAND

*PRIMARY *SELECTIVE

BASE ON PRODUCT

*INSTITUTINAL*PRODUCT

NEWSPAPER RADIO TELEVISION MAGZINE MAIL NEWSLETTER YELLOW PAGE BROCHER


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TELOPHONE INTERNET

COMMERICAL FUNCTION SOCIAL FUNCTION ECONOMIC FUNCTION PSYCHOLOGICAL PRIMARY-increase sales ,increase customer SECONDARY-encourage salesman, prd qty, creation secutry

HOUSEHOLD BUS: ORG: TRADE CHANNEL GOVT PROFFESIONAL

MKTING MIXprd, price,promotion ,place BRAND MGTinfo:, new brand ,brand loyalty,equity SEGMENTIONdifferetanit ,positing REVENUE &PROFITABLITY - PRICE,VALUE,BUSINESS CYCLE

TARGET AUDINCENCE MEDIA HABIT PRD CHARACTERSTIC PERCENTAGE SALES MESSAGE CHARACTERSTIC OBJECTIVE &TASK

MESSAGE LIFE COMM: EFFECTIVNESS


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GEOGRAPHIC SELECTIVITY FLEXIBILTY AUDIENCE SELECTIVTY PRESTIGE COVERAGE COST FREQUENCY LEAD TIME

ADV MANF:- increase sales,lower cost, qick turn over, steady demand,creation

goodwill

ADV MIDDLEMENguarntee qick sale,maintance,act as saleman ADV CONSUMERfacility of purchasing, improvement of qty,consumer

surplus,education consumer

ADV SOCIETY-encouragment to reasearch,change motivation,encouragment men

BARRIERS OF ENTRY

INCREASED COST MULTIPLICATION NEED WASTAGE NATIONAL RESOURCES MANAGERIAL DIFFICULTIES

MEANING

It consist collection of incentive tool most short term design to stimulating quicker /greater purchase of particular product/service of customer/trade

Demand stimulating devices design to supplement advertisement &facilities personnel Target of activity middlemen, end-user, own sales forces

CONSUMER TRAIL


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INCREASE PURCHASE RATE ATTRACT BRAND SWITECHES INTRODUCE NEW BRAND HIGH SALE RESPONSE BENEFIT OF MANF: &CONSUMER INCREASE LOYALTY INCREASE SALE CONSUMER SEGMENT ATTRACT NEW CONSUMER

INCREASE MKT SHARE FOR DEALER IMPROVE NEW PRODUCT &NEW PROMOTION FACE COMPETITION INFORMATION AOID DUPLICATE GOODS AWARNESS OF CUSTOMER REMAINDING MIND OF CUSTOMER ESTABLISING OBJECTIVES TALKING POINT OF SALE

BENEFIT TO MANF:

* CREATE NEW CUSTOMER *RETAIN EXIT CUSTOMER *COMPETITION SUPPORT

BENEFIT TO MIDDLEMAN MULTIPLE SALES * REDUCE STARIN*INCREASE IMAGE BENEFIT CUSTOMER

* INFORMATION*LOYALTY*INCENTIVE*VALUE OF MONEY

CONSUMER ORIENTED


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COUPONS*PRICE OFF*PREMIUM*CONTEST*SAMPLE*TRIAL*GIFT CARD*BRANDPLACEMENT*EVENT SPONSPERSHIP*FREQ:PROG:

TRADE ORIENTED* INCENTIVES*ALLOWANCE*SALETRAINING PROGRAM*TRADE SHOW*BUS:GIFT*TRIAL

OFFER*CONTEST

INTRODUCE NEW PRODUCT/BRAND PROMOTIONAL TOOLS VARIETY OF CONSUMER BEHAVIOUR INCREASE CO-OPERATION FOR CHANNEL MGT STIMULATING DEMAND

SELL SUB STANDRAD PRODUCT NOT REAL DECREASE IN PROMOTION DOWN RAPIDLY SHORT TERM IMPACT HURT BRAND IMAGE &PROFIT COPIED BY COPETITORS

to the buying behavior of final consumers (individuals & households) who

buy goods and services for personal consumption.

* This Psychological social & Physical behavior of potential customer as they

become aware of evaluate, Purchase, Custom & tell other People about product &

service

Economic Model Learning Model Psycho-Analytical Model Socio-Logical Model Nicosia Model HowardSheth Mode


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Who Influence buying Decision Who Make Buying Decision Who Makes Purchase Who use the Product

Motivation Perception Learning Memory

ge

Life cycle size Occupation Wealth Personality Value Life style Self-Concept

Reference group Family Social Roles Status

Nationality Religious Racial Group Geographical Region

When a current product isnt performing properly When the consumer is running out of an product When another product seems superior to the one currently used


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Personal Sources Commercial sources Public Source Experiential Sources

Product Attributes Degree of Importance Brand Beliefs Total Product Satisfaction Evaluation Procedures

Purchase Intention

Purchase Decision

Consumers Expectations of Products Performance Products Perceived Performance

INTRODUCING

is a form ofelectronic commercewhereby consumers directly buy goods orservicesfroma seller over theInternetwithout an intermediary service. An online shop, e shop, e-

store, Internet shop, web shop,webstore, online store, or virtual store evokes the

physical analogy of buyingproductsor services at abricks-and-mortarretaileror

shopping centre. The process is called business-to-consumer (B2C) online shopping.

When a business buys from another business it is called business-to-business (B2B)

online shopping.

Trust unknown person without showroom to sell product through internet

Reach Customer Base Create Potential customer Convenience Direct interaction Close Relationship Exact no: of Customer
http://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Shopping_centrehttp://en.wikipedia.org/wiki/Shopping_centrehttp://en.wikipedia.org/wiki/Shopping_centrehttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Webstorehttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Electronic_commerce


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Easy to Access Increase the Conventional market

Expand the Product to global level Customer base cross the world Max: Customer & Min: Cost Latest Technologies Innovation Advertisement More data base

INTRODUCING abusinessterm, is a measure of how products and services supplied by a company meet

or surpass customer expectation. It is seen as a key performance indicator within

business and is part of the four of aBalanced Scorecard.

FACTOR INFLUCING C .S/ : PRODUCT SALES ACTIVITY AFTER SALES CULTURE PERCEIVED QUALITY FACTORS GOOD VALUE EMPLOYEES' KNOWLEDGE

PRD & SERVICE FEATURE CONSUMER EMOTIONS ATTRIBUTIONS FOR SERVICE SUCCESS /FAILURE PERCEPTION OF EQUITY/FAIRNESS OTHER CONSUMER,FAMILY MEMBER &CO-WORKER
http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Business


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CUSTOMER ORIENTED MGT COMPARISON WITH COMPETITION COMPARISON OVER TIME

PROFIT FROM SPECIFIC INSIGHTS

LOYALTY REDUCED COST

INCORPORATING GOOD BUSINESS PRACTICES CREATING &DELIVERING VALUE CUSTOMER RELATIONSHIP MGT BUILD OPPORTUNITIES FOR REPEAT BUSINESS. MEET CUSTOMERS' EXPECTATIONS

CUSTOMER ALSO PROVIDE LEADS &REFERRALS CUSTOMER GIVE EVERYONE INSOGHT INTO COMPETITION CUSTOMER HELP TO GIVE IDEAS FOR DEVELOPMENT KNOW WHY CUSTOMERS LEAVE MEASURE EVERYTHING MEET CUSTOMERS' EXPECTATIONS.

PROVIDE FEEDBACK FORMS RESPONING DIRECTLY TO CUSTOMER FEEDBACK ASKING CUSTOMER NEEDS WHN CUSTOMER CALL WITH PROMBLEM HANDLE DISPUTES UNIFORMLY & CONSTRUCTIVELY DEMONSTRATING HOW COMPANY LISTENS TO ITS CUSTOMER ENCOURAGING SERVICE CULTURE THROUGH OUT THE ORG:

COMMENT CARD


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RATING SCALE PRE-TEST STATISTICALLY VALID SAMPLE SIZE QUESTIONNAIRES FOCUS GROUP REPORT CARD VISIT TO THE CUSTOMER TOLL FREE TELEPHONE LINES C.S.INDEX

BUSINESS RELATED SUPPLIER RELATED CUSTOMER RELATED COMPETITORS RELATED PERFORMANCE RELATED

ESTABLISHMENT OF STUDYS SUBJECT MATTER &GOAL EXPLORATORY PHASE CHOICE &DESIGN OF STUDY METHODS PRE-TEST IMPLEMENTATION OF THE STUDY ANALYSIS OF STUDY DATA FORMULATION OF PLANS OF ACTION IMPLEMENTATION OF PLAN OF ACTION

INTRODUCTION


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.

CRM is a business strategy that aims to understand/appreicate, ,manage &personalizethe need of an org

SHARE OF CUSTOMER LIFETIME VALUE OF THE CUSTOMER CUSTOMER EQUITY GREATER FOCUS ON HIGH VALUE CUSTOMER

OPERATIONAL CRM COLLABORATIVE CRM ANALYTICAL CRM

CUSTOMER ACQUISITION CUSTOMER INTERACTION MGT (CIM) CUSTOMER RETENTION ATTRITION DEFECTION

INCREASE SALES REVENUES INCREASED MARGINS REDUCE THE COST INCREASE WIN RATES IMPROVED CUSTOMER SATISFACTION RATING LOWER COST OF RECRUITING CUSTOMER INCREASE CUSTOMER RETENTION & LOYALTY EVALUATION OF CUSTOMER PROFITABLITY


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COMPANY OWNERSHIP IS BASE ON CAPITALIST SYSTEM REQUIRE TOP- MAGT SUPPORT CONFUSION IN ATTRIBUTES

PROBLEM IN IMPLEMENTATION

BUILDING RELATIONSHIP NOT FUNCTIONALLY PRGANIZED CUSTOMER DISSATISFACTION NOT BEING CUSTOMER CENTRIC

Its is a broad term that is used to identify the process &procedures used to locate

qualify &ultimately secure the business of new customer

SUSPECTS ENQUIRIES LAPSED CUSTOMER FORMER CUSTOMER COMPETITORSS CUSTOMER COMPETITORSS LAPSED CUSTOMER COMPETITORSS ENQUIRIES COMPETITORSS FORMER CUSTOMER REFERRALS EXISTING BUYER

FOCUSES APPROACHKnower's, Referrers, Indifferent, Rejecters Proving WIN - WIN Platform Initiate Forum for Communication Attempt to Minimize FUD


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Focus on Decision Process

ENQUIRY INTERACTION EXCHANGE CO-ORDINATION ADOPTION

TYPES OF BUYINGRational Buying , Emotional Buying TYPES OF PRODUCT TYPES OF CUSTOMER ECONOMIC ENVIRONMENT CONTEXTUAL OPERATION

its process of keeping customer in the customer inventory for an unending period by

meeting needs &exceeding the expectations of those customer

FINANCIAL BONDS

* discount coupons *gifts*membership benefits

SOCIAL BONDS special attention*informing customer agt new services*wishing customer on their

anniversaries

CUSTOMIZATION BONDS Personalizing service *Offering a combination of services that suit customers specific

needs

STRUCTURAL BONDS* Sharing processes *making joint investment on technology * integrating system with

ncustomer


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PEOPLE PROCESS PRD

ORG

COMPETITORS COST ANALYSIS CUSTOMER ANALYSIS KNOWLEDGE ON PURCHASE BEHAVIOR PATTERN DIFF: IN PRICE & QTY STANDARD PAYING ABILITY OF CUSTOMER

its known as customer turn over it means losing customer, it occurs when an unhappy customer decides to stop hire /

purchase the services / prd, decides to find some other suitable alternative tat satisfies

its needs which org failed to deliver

PRICE DEFECTORS PRDUCT DEFECTORS SERVICE DEFECTORS MARKET DEFECTORS TECHNOLOGICAL DEFECTORS ORGANISATION DEFECTORS

LOYALTY PROBLEMS MISCONCEPTION ABT PRICE CONTACT CENTER


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:M.R. is define as systematic Design, Collection, Analysis, reporting of data &

Finding relevant to Specific market situation facing in the Company

Ad-Hoc Research Continuous Research Interview Pure Research Applied Research Problem Oriented research Evaluation Research Impact Research

Establishing the Need Marketing Research Defining the Problem Establishing Research Objectives Determining Research Design Identifying Information Types and Sources Determining Methods of Accessing Data Designing Data Collection Forms Determining Sample Plan and Size Collecting Data Analyzing Data Preparing and Presenting the Final Report

Concept Research Product Research Price Research Distribution Research Advertisement Research

Title Page Table of Content Preface ForewordIntroduce & need for study with review of title


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Statement of Objective & Hypothesis Research Methodology Contain

o Research Designo Data Collection method & Instrument usedo Sample Plano Field worko Scheme of Analysis & Interpretation of Datao Limitationo Scope

Actual Analysis & Interpretation of data Findings Conclusions & Recommendations Appendices

o Copies of form (Questionnaires used)o Details of samples & Validationo Data table not directly relate with studyo Bibliography

: Trust unknown person without showroom to sell product through internet

Reach Customer Base Create Potential customer Convenience Direct interaction Close Relationship Exact no: of Customer Time management Cost cut Decrease in Promotion cost Entire Product Knowledge Easy to Access Product information

Lack of Experience

Risk more

Illegal Activities :Duplicate, Fare product, Without Licenses, Unregistered Lack of Personal selling


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Cannot Bargaining Activities Lack of Marketing activities

Forums Newsgroups Bulletin Boards Web community E-mail Web casting

Rapidly increase in Technology Innovation Market Easy to understand Decrease in cost Awareness to the customer Increase market advertising strategy Easy to Access Increase the Conventional market

Expand the Product to global level Customer base cross the world Max: Customer & Min: Cost Latest Technologies Innovation Advertisement More data base

Business Business 2 Business Business 2 Customer Business buyer Ultimate Consumer

Business


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Medium Marketing Channel Complete Market Place Time Management

Access to all Market Scope free growth Time save Increase in sales Reducing Promotion cost Cost cutting Increase in Customer Value & Customer service Medium of Communication Better Relationship customers

Time saving Convenience Competition buying Door Delivery Easy to Purchase Improve our Product Knowledge

Growth in Volume business in the web Growth in Subscribes Growth in Enlargement range in Product market

Legal / Regulatory Infrastructure Commercial Other Problem

o Intangible actiono Illegal activitieso Duplication goodso Lack of Registered


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Establish

Preparation Need strategies Business plan Targeting Understanding Targeting Setting up IT infrastructure Setting the Structure of sales

High Traffic Device for security Discount, Games Making site interaction Website updating User friendly

Social Networking Target Market Digital Email Online Video Channel Integration

Keep in Top new emerging trends Beware of what competitor doing Keep on top of your business Continue test marketing to make sure its points to target customers

Establish Brand identify Create core target audience Increase Potential cost Pull customer Marketing Plan

Time Management


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Getting Involved Budgeting Evaluation Communication channel Willingness Understand the human behavior Removing ROI Unifying Customer Win-win Policy or say no

Documents

Venu Marketing