Work about the environment

...

- Research (collect information)

Desk research / field research

- Strength (strong) weakness

Financial capacity

Creation and development of R&D department

Aftersales service

- FINDING THE RIGHT MARKETING MIX

Product

Types:

non-durable[pic 2][pic 3]

Durable

Disposables

Brands own – brand products

Life cycle:

- Introduction (no profit)

- Growth = costs decrease

- Maturity → competition / new rivals

- Saturation → too many suppliers

- Decline → the products are withdrawn (to withdraw)

Extending the product’s life

- New versions

- Different packaging

- Advertising campaigns

- Change its image

- Special offers: free gifts

Price

Covers the costs of production + margin

Strategies penetration pricing

- Skimming pricing

- Critical point / odd pricing = 40€ → 39.99€

- Premium pricing

- Discount pricing

- Variable pricing / yield management

- Price cuts

Place channels (3)

- Through wholesalers and retailers

- Regional → distribution centers = supermarkets

- Directly to consumers

Selling strategies

- Intensive[pic 4][pic 5]

- Selective

- Exclusive

Promotion (advertising)

- audio video (TV)

- written (newspaper)

- mailing

- posters – billboards

- internet

Packaging

- constraints (by laws) / information

↳ safety earnings

- USING TECHNIQUES TO SELL MORE

POS promotion = POINT OF SALES

Electronic means

Trade marketing → exchange of data

Direct marketing

- LOYALTY

Loyalty cards

To be loyal

IDENTIFYING THE EMPLOYER’S NEEDS

HUMAN QUALITIES

TECHNICAL QUALITIES

Confidence

Internet navigation

Attitude ++

0-5 years’ experience

Autonomy

60 calls / day

To be competitive

Computer literate +++

Organized

Meet deadlines

Marketing knowledge

Customers relationship

Strong understanding konwledge

NEW TECHNOLOGIES

Telephone / internet: computer / Minitel

Transmission of information, processing storing

- DEVELOPMENT OF COMPUTER TECHNOLOGY

- Digital information

- Downloading (to download from a website)

- Exchange

- Transfered from ____ to ____

From = source To = destination

Digital ≠ VHS / Discs / K7

- Possibility for everybody to buy digital equipment

- + compact

- Flat-panel screens

- Lightweight computers

- Information storage: internal / external hard drives

- Flash drives

- Costs are falling

- Miniaturization of components

- Outsourcing of production abroad

- Competition (the brown) → cheap

- Freeware services (to provide)

- Broadband

- INTERACTIVE EXCHANGES ON COMPUTERS AND MOBILE PHONES (WORLWIDE PHENOMENON)

- ≠ types of messages

- Audio:

Streaming

Broadcasts

Podcasts

- Written messages:[pic 6]

MMS[pic 7]

SMS

...