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International Industrial Marketing lecture in NTUU KPI by Carl-Axel Engdahl. Course AI212V.
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7.10.09
Wellcome to Course AI212VIndustrial Marketing
Day 3
7.10.09
Management of 4 p:s
• Kotler chapters 5, 12 – 19
• CRM marketing as input form management decisions.
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Chapter 12 Product strategy
• Product is a key in the market offering.
• Market leaders generally offer products ans services of superior quality that provide unsurpassed customer value.
• Core product
• Basic product
• Expected product
• Augmented product
• Potential product
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Product classificationDURABILITY CONSUMER INDUSTRIAL
Nondurable Convenience Rawmaterial, supplies
Shopping Parts, components
Durable Specialty Capital items
Unsought Plants, large machinery
Services Services Business services
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Product differentiation
• FORM, size, shape, color, …
• FEATURES, extra functions, multi usages, …
• CUSTOMAIZON
• PERFORMANCE QUALITY
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SERVICE DIFFERENTATION
• Ordering
• Delivery
• Installation
• Customer training
• Consulting
• (Finance)
• Maintenance and repair
• Return /Test usage
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Product portfolio
• Need family
• Product family
• Product class
• Product line
• Product type
• Item
• Specialized items or everything for the customer selected?
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Branding
• Brand and company name the same
• Single brand different from company's name
• Multiple brands
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Packaging
• No package
• Consumer package
• Industrial package
• Protection, information/sales, use of
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Guarantees
• Supply service instead of product 24h-365d
• Rent of equipment during repair
• Spare parts within 48, 24 or 12 h?
• Repair, within …
• See General Electric 700.000 response cards/year
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Management of service
• 1. Listening
• 2. Reliability
• 3. Basic service
• 4 Service design
• 5 Recovery
• 6 Surprising customers
• 7 Fair play
• 8 Teamwork
• 9 Employee research
• 10 Servant leadership
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Chapter 14 Pricing strategies
• Both competitive tool and income
• Don’t let sales person set price
• Pricing strategies
• Skimming price
• Penetrating price
• Extras – free or as the important TB generator?
• Price elasticity
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Economy of price and production cost
• Cost calculation
• Breakeven analysis
• Budget and market response
• Discounts ?
• Price adjustments + or –
• Trolles matrix
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7.10.09
Trolles formula
• Change in volume without change in contribution (TB) = NEW Volume
• Present volume = 100
• Present TB in % 10 20 30 40
• Price change 20 33 50 60 66,6
• in % of cost
• 10 50 66,6 75 80
• 5 66.6 80 86 89
• 100
• -5 200 133 120 114
• -10 n 200 150 133
• -20 n n 300 200
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Chapter 15Designing and managing integrated
Marketing Channels• Single or multi layer channels
• Multi brands or same brand in channels
• Function/role of channels
– transport in time and room, finance, risk, communication.
• Functions allocated to channels – Hybrid ch.
• Customer desire
- Lot size, delivery time, convenience, varity, service.
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Cost per transaction
Internet
Telemarketing
Retailstores
Distributors
Sales force
Partner
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Cost of transaction
• Selling cost
Level of sales
Representative
Manufactures
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Brick and click
• Pure click
• Combinations
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Promotion Chapter 17Marketing communication
• Communication two way – but one way most …
• Steps
1 Advertising
2 SP, Sales Promotion
3 Events, experiences
4 PR, Public Relations
5 Direct marketing
6 Interactive marketing
7 Word of mouth
8 Personal selling
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Communication model
AIDA s
SENDERSENDER Coding Media Decoding RECIVERMessage
Noise
Feedback
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Communication budget
• Affordable
• % of sales
• As competitor
• Objective
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Marketing mix and measurement
• Marketing mix and coordinantion
• Allocation of sales budget
• Measurement
• Part of marketing research
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Chapter 18Managing mass communication
• Timing
• Selection of media
• Response to competitor
• Noise level
• Product live cycle and argument in communication
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Chapter 19Direct sales - Personal selling
• Mail order – internet
• Catalog
• Telemarketing – mobile marketing
• Sales force – in retail shops,
in the street,
knocking on the doors etc.
Industrial sales force