Tonon

14/05/2022

Functions of marketing
Marketing can perform several functions.

1. analytical.

It implies an investigation and study of internal and external factors influencing the company to some extent, the market - its current state, competitors and the needs of the audience. All data obtained during these studies help to see an objective picture of the current situation, to make better decisions, correctly determine strategies, methods and choose the tools to be used.

2. Production.

It implies everything that is related to the production of a product, from the development and mastering of technologies to the organisation of material and technical resources. The production function of marketing allows you to improve the quality characteristics of the product and, consequently, its competitiveness.

3. The function of management and control.

Any activity in the enterprise requires control and management - this is another function of marketing. The realization of a good management structure, planning, forecasting, communication and information departments are the basic functions that all large enterprises should have.

4. Sales function.

It implies activities aimed at increasing sales and demand stimulation: pricing, assortment creation corresponding to demand and desires of consumers, promotion and advertising, sales promotion.

5. Innovation.

This function implies development and introduction of innovative technologies into production, creation of new goods or services.

12/05/2022

Market analysis - current situation, supply and demand, trends, etc.

Analysis of the target audience - their needs, "pains", attributes, characteristics.

Analysis of competitors - prices, assortment, identification of strengths and weaknesses, development of strategies to "overtake" market leaders.

Competent development of the company's pricing policy, study of the pricing system.

Creation and improvement of the assortment.

Improving the quality of services.

Establishing a relationship with the client, increasing customer confidence and loyalty.

Promoting their products and services in the offline and online space.

Increasing brand awareness, business reputation and image.

Increase conversion rates.

Increase of production and sales volumes.

08/05/2022

Types of marketing information and sources of information
Managers require a variety of information in analysing, planning, implementing and monitoring the effectiveness of marketing activities. Marketing information enables a company to:
- reduce financial risk and risk to the firm's image;
- to obtain competitive advantages;
- to monitor the marketing environment;
- to coordinate the strategy;
- to evaluate the effectiveness of the activity;
- support the intuition of managers.

Marketing information is usually divided into primary and secondary information.

Primary information is data obtained as a result of field research specifically conducted to solve a particular marketing problem. Advantages of primary information:
- It is collected according to a precisely defined objective;
- the methodology of collection is known and controllable;
- the results are available to the company and can be shielded from competitors;
- reliability is known.

Disadvantages:
- Long collection and processing time;
- costs;
- the firm itself is not always able to collect all the necessary data.

Secondary information is data previously collected for purposes other than those of the specific market research. Sources of secondary information are divided into internal (documentation of the firm: budgets, reports, accounts, stocks, previous studies, etc.) and external.

The main sources of external secondary information are:
- publications of national and international official organisations;
- publications of government agencies, ministries, municipal committees and organisations;
- publications of chambers of commerce and industry and associations;
- compilation of statistical information;
- reports and publications of sectoral firms and joint ventures;
- books, reports in magazines and newspapers;
- Publications of educational, research, design institutes and socio-scientific organizations, symposiums, congresses, conferences;
- price lists, catalogues, brochures and other company publications;
- materials of consultancy organisations.

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07/05/2022

Legal aspects of promotion
Legislation regulates the activities of promotional firms. These range from prohibiting billboards in certain places to requiring popular personalities advertising certain products to actually use them.

There are five main ways in which consumers and competitors can be legally protected against unfair promotion
- provision of full information;
- confirmation;
- cease and desist orders;;
- corrective advertising;
- penalties.

The provision of full information requires that the consumer has all the data necessary to make the right decision (composition of the product, effects of use, etc.).

Confirmation requires that the firm can prove all the claims it has made, including by rigorous testing.

Endorsement orders mean banning a particular advertisement without forcing a guilty plea and payment of fines on the firm.

Corrective advertising requires the publication of new advertisements to correct the misconception created.

Fines can be levied to the treasury and for the benefit of specific consumers.

07/05/2022

Approaches to advertising in small businesses
Seven steps to effective advertising:
- Find the inherent effect of your offer (why will people buy it?),
- Translate that effect into a significant advantage (product by design),
- Make this benefit as credible as possible,
- Gain people's attention,
- Encourage the public to do something (go to the shop, see free demonstrations, etc.),
- the information should be clear (get the message across - 100% success),
- assess your advertising in terms of your strategy.

Disadvantages and advantages of different media (advertising spectrum).

Newspapers are the main medium for news distribution, this power can be yours in advertising.
Television is the most versatile of media, its strength is demonstration, but it is very expensive advertising.
Postal appeals are the biggest opportunity for accurate targeting, usually the return rate is high.
Signs, notice boards, t-shirts, calendars - remind people of your existence and why you exist, they usually work in conjunction with other marketing tools.
Marketing with a telephone directory hits the sweet spot of all prospects. You get the opportunity to express your ideas more accurately, especially when you are up against competitors.

07/05/2022

Planning advertising activities
As with all marketing activities, objectives should be defined for advertising, including
- who and where (target audience, percentage coverage, media)
- when (timing of the different parts of the campaign)
- what and how (content and message delivery).

The most important aspect of the plan is that it must be quantified, including results (in particular awareness and shifts in audience positions on product acceptance).

The budget for an advertising campaign is usually determined on the basis of experience. The most popular approaches are:
- on an opportunity basis (depending on individual costs and required profits);
- as a percentage of sales;
- on the basis of parity with competitors;
- according to goals and objectives (calculation of required costs).

A survey of companies in England showed that three approaches are most commonly used in practice:
- percentage of sales (44% of companies);
- assessment of production costs (21%);
- by goals and objectives (18%).

The advertising research process is generally subject to the same rules as other marketing research: the time and channel on which the television is turned on, the recall of the advertising message on television and in newspapers is investigated. "Spontaneous awareness" is measured by the proportion who remember the brand without any other promotion. "Advertising awareness" is measured by the proportion of those who recognise the brand when it is presented to them.

Brand awareness is measured by the number of those who changed their position as a result of promotion. Finally, an integral indicator is the increase in sales following such a campaign. Trial marketing is also used to compare different campaigns in different regions.

An effective method for studying the effectiveness of advertising in the press is the coupon system - discounts when a coupon is presented in the newspaper. In this way, it is possible to assess the effectiveness of advertising depending on the publication, the time of publication, the placement of information, etc.

06/05/2022

Basic secrets, planning and the ten commandments of marketing
Secrets:
- You must feel committed to your plan (it must be taken seriously);
- You must see it as an investment;
- You must execute it consistently (don't change means, ideas).

So, commitment - investment - consistency!

Secrets of successful marketing planning.
Ask yourself the basic questions:
- what kind of business are you in?
- What is your goal?
- What are your strengths and weaknesses?

The same should be repeated for your competitors as well as identifying the actual needs of the market.

This is a definition of your product position.

Evaluate it according to the following criteria:
- is there really an advantage that consumers want?
- is it really a fair advantage?
- it is unique and/or repeatable?

The plan can first be formulated in one paragraph: purpose, marketing idea, means.

The Ten Commandments of Small Business Marketing:
- the market is constantly changing,
- people are oblivious (constant advertising is needed once a week for 13 weeks),
- competition does not stop,
- marketing strengthens your face,
- marketing is necessary for survival and growth (if you stop marketing you are heading for destruction)
- marketing holds the key to customer relations,
- it keeps your morale up (stopping it is a signal of failure)
- marketing gives you an advantage over competitors who have discontinued it,
- It enables your business to keep going (check if you have used everything),
- You have invested in it and don't lose it!

24/04/2022

Funkcje marketingowe
Funkcja analityczna obejmuje badania rynku i konkurentów, badanie potrzeb odbiorców docelowych oraz analizę wewnętrznych działań firmy. Dane te pomagają w określeniu strategii promocji towarów i usług oraz doborze odpowiednich narzędzi.

Funkcja produkcji jest związana z opracowywaniem nowych produktów, organizacją produkcji i wdrażaniem produktu. Funkcja ta przyczynia się do poprawy jakości produktu i zwiększenia konkurencyjności.

Funkcja sprzedaży jest odpowiedzialna za generowanie popytu i zwiększanie sprzedaży - obejmuje to ustalanie cen, rozwój asortymentu produktów, promocję i wspieranie sprzedaży.

Funkcja zarządzania i kontroli jest odpowiedzialna za ustalanie ogólnej strategii i priorytetów. Zadanie polega na alokacji zasobów w celu realizacji celów strategicznych.

Dział innowacji jest odpowiedzialny za rozwój i wdrażanie nowych technologii oraz tworzenie nowych produktów.

24/04/2022

Marketing to działalność, która pomaga przedsiębiorstwu określić i zaspokoić potrzeby klientów w celu osiągnięcia zysku.

Na przykład firma wprowadza na rynek nowy produkt i informuje o nim klientów, organizuje promocję, oferuje bonusy lub tworzy użyteczne treści - wszelkie działania podejmowane przez firmę w celu przyciągnięcia i zatrzymania klientów nazywamy marketingiem.
Zadania marketingowe:

Analiza sytuacji na rynku.
Badanie potrzeb klientów w określonej niszy.
Analiza konkurencji i polityki cenowej na rynku.
Opracowywanie nowych produktów.
Kształtowanie polityki asortymentowej i cenowej firmy.
Promocja produktów i usług online i offline.
Zwiększanie sprzedaży.
Dział Serwisu.
Kształtowanie wizerunku i reputacji firmy.

24/04/2022

Cześć, czy możemy Ci pomóc?