ابزار‌های بازاریاب

ابزار‌های بازاریاب

اسلاید 1: ابزارهاي بازاريابتوزيعترويجقيمتمحصول/خدمتماهيتكيفيتايده محصولتحقيق و توسعهعمر محصولنام محصولتوليدبسته بندي...تقاضاسهم بازارقيمت تمام شدهادراكيفصليمناقصه ايحداكثر سود...تبليغاتفروش حضوريترويجروابط عموميبازاريابي مستقيم...درب كارخانهواسطهخرده فروشياينترنتي...

اسلاید 2: انواع تقاضا و واكنش هاي بازاريابتقاضاي منفي: هنگامي که مصرف کنندگان به کالايي بي ميلي نشان مي دهند.تقاضاي صفر: هنگامي که مصرف کنندگان نسبت به وجود کالا آگاهي ندارند.تقاضاي پنهان: نيازي که توسط کالاهاي موجود تامين نمي شود.تقاضاي رو به پايين: از رونق افتادن محصولاتتقاضاي بي قاعده: تقاضاي فصلي و يا بي قاعده

اسلاید 3: ماتريس 2*2 طبقه بندي دیدگاه هاتعامليغير تعاملي، در برابرديدگاه اقتصاديديدگاه غيراقتصاديInteractiveNoninteractive vs.EconomicNoneconomic

اسلاید 4: طبقه بندي مكاتب بازاريابي

اسلاید 5: Marketing StrategiesPorter’s Generic: Cost leader, Differentiation, NicheInnovation: Pioneers, Close followers, late followersGrowth Strategies: Horizontal integration, Vertical integration, Conglomeration

اسلاید 6: Warfare based strategies - This scheme draws parallels between marketing strategies and military strategies. There are many types of marketing warfare strategies, but they can be grouped into: Offensive marketing warfare strategies Defensive marketing warfare strategies Flanking marketing warfare strategies Guerrilla marketing warfare strategies

اسلاید 7: Offensive Marketing Warfare StrategyOffensive marketing warfare strategies are a type of marketing warfare strategy designed to obtain an objective, usually market share, from a target competitor. In addition to market share, an offensive strategy could be designed to obtain key customers, high margin market segments, or high loyalty market segments.

اسلاید 8: Offensive StrategyAssess the strength of the target competitor. Consider the amount of support that the target might muster from allies. Choose only one target at a time. Find a weakness in the target’s position. Attack at this point. Consider how long it will take for the target to realign their resources so as to reinforce this weak spot. Launch the attack on as narrow a front as possible. Whereas a defender must defend all their borders, an attacker has the advantage of being able to concentrate their forces at one place. Launch the attack quickly. The element of surprise is worth more than a thousand tanks.

اسلاید 9: Defensive Mktg Warfare StrategyDefensive marketing warfare strategies are a type of marketing warfare strategy designed to protect a companys market share, profitability, product positioning, or mind share.

اسلاید 10: Defensive Mktg Warfare StrategyAlways counter an attack with equal or greater force. Defend every important market. Be forever vigilant in scanning for potential attackers. Assess the strength of the competitor. Consider the amount of support that the attacker might muster from allies. The best defense is to attack yourself. Attack your weak spots and rebuild yourself anew.

اسلاید 11: Flanking Mktg Warfare StrategiesAvoid areas of likely confrontation. A flanking move always occurs in an uncontested area. Make your move quickly and stealthfully. The element of surprise is worth more than a thousand tanks. Make moves that the target will not find threatening enough to respond decisively to.

اسلاید 12: Guerrilla Mktg Warfare StrategyBecause you never attack the enemy’s main force, you preserve your resources. It is very flexible and can be adapted to any situation, offensive or defensive. It is very difficult to counter with conventional methods.

اسلاید 13: Guerrilla Mktg Warfare StrategyBecause you never attack the enemy’s main force, you preserve your resources. It is very flexible and can be adapted to any situation, offensive or defensive. It is very difficult to counter with conventional methods.

اسلاید 14: Guerrilla Mktg Warfare Strategytargeted legal attacks on the competition product comparison advertising executive raiding short-term alliances selective price cuts deliberate sabotage of the competitions test markets, marketing research, advertising campaigns, or sales promotions orchestrating negative publicity for a competitor

اسلاید 15: Guerrilla Mktg Warfare Strategytargeted legal attacks on the competition product comparison advertising executive raiding short-term alliances selective price cuts deliberate sabotage of the competitions test markets, marketing research, advertising campaigns, or sales promotions orchestrating negative publicity for a competitor

اسلاید 16: Guerrilla Mktg Warfare StrategyA guerrilla marketer must be flexible. They must be able to change tactics very quickly : this may include abandoning a market segment, product, product line, brand, business model, or objective. Guerrillas are not ashamed to make a strategic withdrawal.

اسلاید 17: CaseGoogle vs. Microsoft

اسلاید 18: مروري بر فرايند طراحي و اجراي بازاريابي استراتژيكاستراتژي ها، قابليت ها و منابع داخلي شركت بايد به درستي شناخته شوند.بافت محيطي – مثل روندهاي گسترش اجتماعي، اقتصادي و تكنولوژيك كه يك شركت در آن رقابت خواهد كرد بايد تجزيه و تحليل شود و تقسيم بندي از بازار به دست آيد.نقاط قوت و ضعف نسبي رقبا و تغييراتي كه در محيط رقابتي رخ مي دهد بايد شناسايي شود.نيازها، خواسته ها و ويژگي هاي مشتريان موجود و بالقوه بايد درك شود.

اسلاید 19: استراتژي كلان خوب تدوين شدهگستره و قلمروي كلي فعاليت ها و ماموريت سازماناهداف آرماني و عملياتي شركتاستراتژي توسعه براي رشد در آيندهكاوش و كسب هم افزازيي از طريق تسهيم منابع شايستگي ها يا برنامه هاي شركت ميان فعاليت ها يا خانواده هاي محصول