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Trade marketing strategy ppt
Of 5, presentation Transcript, business-to-Business Marketing, haas School of Business UC Berkeley Fall 2008 Zsolt Katona. Given buyer characteristics, market segments, market trends, and your strengths and weaknesses, choose a marketing strategy that will allow your organization to reach its objectives. 62 Shaded portions represent areas of overlap in communication options. Users: Identify a class of users. . Long term orientation (Confucianist dynamics) The Foolish Old Man Who Moved the Mountain. Defining the corporate mission Establishing SBUs Allocating resources for SBUs Planning for new business Corporate Mission This seeks to embody the entire goals of the organization and the objective of its existence. Anonymous comments Western adversarial rule of law based on consistent universal ideals.
PPT, trade Marketing, process PowerPoint Presentation
Negotiation Content, non-task sounding Task-related exchange of information Persuasion Concessions and agreements. The task of any business is to deliver customer value at a profit. Nisbett, The Geography of Thought: How Asians and Westeners Think Differently and Why, New York, 2003, The Free Press Values Some implications Thanking peoplefor things they are clearly supposed to do? Establishing a strategy For each business. Solution for the case at hand in context Relationships, Education, and Work Western Standing out; being better Self perceived favorably Self-esteem building Work longer on successful job Eastern Harmony Must weed out personal characteristics that might annoy others Taught self-criticism. Distributor support programmes, communication / listening Establishing trust Trade literature and support material Web site links and referrals Market visits trade marketing strategy ppt Pricing Keeping distributor informed / partnership Asking for advice listening Training Visits from the distributor Market Entry Strategies Sales. Haas School of Business UC Berkeley Fall 2008 Zsolt Katona. Dovednosti, jazyky, dal zakázky souvisejc s linkedin marketing strategy ppt. Sales force Expenditure Technical Support Inventory Holding Costs R D Expend- diture Manufact. Designing Integrated Marketing Communications Programs From the perspective of customer-based brand equity, marketers should evaluate all possible communication options available to create knowledge structures according to effectiveness criteria as well as cost considerations. Organizations develop mission statements to share with managers, employees, and (in many cases) customers. (Chinese proverb) Use of indirection and projection Face-to-face.
Preferential agreements, where possible, preferential trade agreements should be used There is a new EU-GSP system The Canadian GSP has extended rules of origin (25) Rules of origin are critical in determining if it is advantageous to use preferences. What do consumers need help with when they use your product? Who is the customer? Rules of origin, china is not part of either group Many countries source inputs from China Sourcing from other countries makes products more expensive Sourcing from China excludes use of the preferential access Rules of origin might. Background information, geographical area / market segment Current range / what products or services? Good ones always work with competitors Why is this?
Peter Bennett Trade Development Consultant. Weak uncertainty avoidance Short. Value creation- flow can a company efficiently create more promising new value offerings? Benefits: What are the benefits to the customers? . Developing a Marketing Strategy PowerPoint Presentation 1 / 22, developing a Marketing Strategy. Ingredients of success, a successful relationship is based on: Trust Clearly defined understanding between parties Support.
PPT, marketing, strategy, powerPoint Presentation - ID:440740
What should our business be? These nine value-creating activities consist of five primary activities and four support activities. We will continue to enhance the online trading experiences of allcollectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers. And most Western European areas are highly generally accessible Compare to areas in the developing World: trade marketing strategy ppt China Russia Latin America (even Mexico Africa Communication. To accts payables Bob pays! Are distributors easy to find? Of 5, presentation Transcript, marketing Strategies, advertising.
PPT, marketing, strategies, powerPoint Presentation - ID:2518067
Market entry strategies PowerPoint Presentation, download Presentation. Zero product improvement time. Magazines Growing numbers of special interest magazines, enabling increased customization Deliver strong visual message to well-defined target audience Longest life of any medium and benefit from pass-along readership. The fulfillment management process. It takes away barriers and will positively affect competitive countries, and negatively the preference receiving countries. C of C and trade associations take you chances Trade magazines rich source of information Referrals from major customers, buyers, end users same names will keep coming. Successfully reported this slideshow. Part 2: Corporate and Division Strategic Planning A marketing plan is the central instrument for directing and coordinating the marketing effort.
Customer-based brand equity pyramid. What is the consumer really using your product for? Characteristics of Leading Media Advertising, television 70 expenditures for national coverage. 5) The Central Role of Strategic Planning Only a handful of companies stand out as master marketers: Procter Gamble, Southwest Airlines, Nike, Disney, Nordstrom, Wal-Mart, McDonald's, Marriott Hotels, and several Japanese (Sony, Toyota, Canon) and European (ikea, Club Med, Bang Olufsen. Rubbermaid Commercial Products, Inc.
Sales force Expenditure R D Expend- diture Technical Support Inventory Holding Costs Manufac. Evaluate your strengths and weaknesses, both in absolute terms and relative to your competitors. Nothing could sound simpler. IMC Case Study cmpb Success Factors Smart strategy Relative deprivation Imaginative creative Funny but relevant Clever hook Got milk? Distributors What do they do? Message Decisions related to message content, structure, format, and source What kind of an appeal? According to one chronicler of Britannica history, Edinburgh in the mid-1700s was "a city on the verge of a golden age, a center of learning and a home of writers, thinkers, and philosophers. 29 How is your product or service paid for? Each business unit develops a strategic plan to carry that business unit into a profitable future. WTO safeguards, in case of cheap imports from China which harm the domestic textile and clothing industry, safeguards can be put in place Gather import data Make an official request to the government for investigation and application of safeguards (existing channels. According to a company official: were reinventing our business. It has a phone number to call and if you noticed there's a "tracking trade marketing strategy ppt code" under the number, #PA019260.
PPT, strategic, marketing, pLAN for Australian Wine PowerPoint
Not as effective 31,896 for a one time run. AKA Stealth Marketing consumers "market" the product to others When you're being pitched and you don't even know it! Understanding Marketing Management Corporate headquarters is responsible for designing a corporate strategic plan to guide the whole enterprise; it makes decisions on the amount of resources to allocate to each division, as well as on which businesses to start or eliminate. Alternative Communication Options (Consumer) Media Advertising (TV, radio, newspapers, magazines) Direct Response Advertising Interactive (on-line) Advertising Web Sites Outdoor Advertising (billboards, posters, cinema) Point-of-Purchase Advertising Trade Promotions Consumer Promotions Sponsorship of Event Marketing Publicity or Public Relations. The strategic brand management process is defined as involving four main steps: 1) Identifying and establishing brand positioning and values 2) Planning and implementing brand marketing programs 3) Measuring and interpreting brand performance 4) Growing and sustaining brand equity.
It is the managerial process that helps to develop a strategic and viable fit between the firms objectives, skills, resources with the market opportunities available. Does your product offer unique benefits? Developing Marketing Strategies and Plans. Of customers Very common. Position of Major Communication Vehicles, salesperson Addressable/ Customized Web Telemarketing Direct E-mail trade marketing strategy ppt Direct Mail Media Radio Newspapers Catalogs Infomercials Magazines Television Mass 1-way 2-way. The value chain identifies nine strategically relevant activities that create value and cost in a specific business. Strategic Brand Management Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. It seeks to provide a sense of purpose, direction and opportunity Defining the Corporate Mission According to Peter Drucker, it is time to ask some fundamental questions. "Our business concept is to give the customer unbeatable value by offering fashion and quality at the best price is the H M mission as expressed on the company's Web site. Different communication options have different strengths and can accomplish different objectives.
PPT - Developing a, marketing, strategy, powerPoint Presentation
2)have well-staffed marketing departments, and 3) all their other departmentsmanufacturing, finance, research and development, personnel, purchasingalso accept the concept that the customer is king. A number of youth brands are known for fostering relationships with DJs, models and graffiti artists. Trade Related Technical Assistance for SRE. Size of budget for trade promotions Types of trade promotions used. Cologne ad featuring a man attacked by women failed in Africa Food demonstration did well in Chinese stores but not in Korean ones-older women were insulted by being taught by younger representatives Pauses in negotiations Level of formality. Frequent contact Joint decision making Genuine effort to understand distributors needs Key task - Advising exporters how to develop this relationship. Formation of buying center! Identifying Choosing POPs PODs Desirability criteria (consumer perspective) Personally relevant Distinctive superior Believable credible Deliverability criteria (firm perspective) Feasible Profitable Pre-emptive, defensible difficult to attack. Direct selling Common where there are a limited. Nominal Government role in the economy Tax burden Services provided by the Governmente. location, and context of usage Personality values Sincerity, excitement, competence, sophistication, ruggedness History, heritage, experiences Nostalgia 20 Memories.
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