1. What is marketing?

Plan&Execute->Exchange->Satisfaction

Exchange: buying and selling

Distribution: transport and storage

Marketing mix: Product, Price, People, Promotion????

2. Evolution of marketing

  • Production orientation: Take orders-> Distribute goods
  • Sales orientation: Increase advertising->Enlarge sales force->Develop sales techniques
  • Customer orientation->Determin customer needs->Develop goods and services to fill needs

The marketing concept is a business philosophy that involves the entire orgnization in the process of satisfying customers needs while achieving orgnizational goals.

 

Is your business “Sales” or “Marketing” Driven?

  http://www.altadvertising.com/pdf%20files/salesvmarketing.pdf

 

3. Steps of implementing marketing driven:

  • Understand potential and existing customers
  • Identify their wants and needs
  • Look at the market, find out whether their needs being met
  • Can you deliver the goods or services?
  • How do the customer feel about your brand image?
  • Look at the specific customer stories-Reason?
  • Mobilize your resources
  • Build and sell your product

  

4. Marketing Classification

What is a Market?

A group of individuals or organizations have needs for products, then they purchase the products.

 

Different types of markets

  • Customer-Purchase to consume or benefit from the products instead of make a profit, such as foods and clothes, etc.
  • Industrial-Purchase to make other products for profit. 
  • Reseller-Buy the product and sell them out for profit

You need to predict their requirements, develop feedback mechanisms for performance, and services relevant to the group.

 

5. Developing Marketing Strategies

A marketing strategy is a plan that will enable an organization to make the best use of its resources.

Marketing strategy consist of

  • Selection and analysis of target market
  • Creation and maintenance of an appropriate marketing mix

How to select target market?

  • Examine potential markets for effects on sales, costs and profits
  • Determime if you have sufficient resources to produce marketing mix
  • Ensure fit with the organization’s overall objectives
  • Analyze strength and number of competitor already selling
  • Take either total market approach or market segmentation approach(That’s to say sometimes, the total market is your target market, or only part of the total market is your target market.)

6. Marketing Research

A marketing research is the process of systematically gathering,recording and analyzing data concerning a particular marketing problem.

Conducting marketing research:

  • Define the problem
  • Make a preliminary investigation 
  • Plan the research
  • Gather factual information
  • Interpret the information
  • Reach a conclusion

 

External info:

  • Suppliers
  • Middlemen
  • Customers
  • Competitor’s marketing activities
  • Economic conditions

Internal info:

  • Sales figures
  • Product and marketing costs
  • inventory levels
  • Sales force activities

Marketing trends-Does it effect on IT industry?

  • Growth in prime spending group-True??
  • Decline in teenage population-True??
  • Increase in the number of senior citizens
  • Better educated population,with greater purchasing power
  • Greater number of women working
  • Shorter workweek, more leisure time

7. Selling the project

  • Recognition of needs
  • Evaluation of options
  • Resolution of concerns
  • Negotiation
  • Decision
  • Implementation
  • Changes over time

Selling is an asking process.

People who are most successful in selling systems development project or consultancy assignments ask lots of questions, such as: customer’s situation and problems, payoff from meeting the needs,etc.

Prepare proposal for a potential buyer, when assessing proposals you should include:

  • terms of reference (职权范围)
  • technical details of the solution
  • outlines advantages
  • aimed at all readers/potential buyers
  • clear diagrams
  • ……
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