Marketing - notes de cours PDF

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MARKETING SESSION 1 : Market is a discipline to try to induce consumers to buy a product. What is the most appropriate way to attract consumers and to promote a product? Market is everywhere. Branding is everywhere. Understand your consumer 1) 2) 3) 4)

Market planning Strategic Marketing-consumers centric Strategic Marketer Centric Tactical Operations

WHY MARKETING MATTERS? - identify the appropriate consumers - Discover what products, services or ideas these consumers want - Report back to the production division on what it needs to produce and in what quantity, format etc... - Try to sell them the product designed by the firm Marketing aussi au niveau politique COMPOSANTES OF THE MARKETING FUNCTION - Product development - Marketing research - Marketing comm - Selling - Services - Etc…

MARKETING DEVELOPMENT :  Production orientation =minimize cost of production - Production efficiency - Principle: scientific mana - Standardization  product orientation = focus on the consumers -

Best product design The consumer is always rational and well-informed

 Sale orientation = focus on the market - A good sale and comm program lead to great sales numbers WHAT IS MARKET? A set of consumers, individuals or businesses that express wants and needs by buying products, services or ideas - B2C = business to consumers - B2B = business to business - distribution intermediaries market ex: hiring brokers - Government market G2G - international market NEED  WANT  DESIER  DEMAND PYRAMID OF MASLOW: Need to self actualization Need for esteem Need for benlongingness Need for safety and protection Physiological

needs

STATE OF LACKING SOMETHING: - Expressed or latent - Essential to market success - Organized in sequence - Met by a desired object - A want is transformed in demand The consumer has a need, a want or a desire so the brand has to propose multiple choices to the consumer Make the difference between what the consumer wants and what he needs DEMAND: The qtt of a good or service that economic agents buy in a given market - Volume (qtt unit) - Value (value unit)

Understand the actual demand how much we need units how much we need to charge it 2 types of demand: - Potential demand: in the future - Minimum demand: demand that can fellfield the actual existent needs of consumers Space between the types of demand = marge de maneuver for a brand to create a new market MARKET SHARE: The company’s share of demand = company demand / market demand  Show the power of the brand, popularity of the brand à, anticipate the success of the brand Exchange something btwn consumer and brand  so, brand need to identify the need and to fulfil this need The goal of marketing is to optimize the relationship pf exchange btwn the business and the customer and to max their satisfaction - Usually concludes by a transaction - Basics of customer relation and customer service MARKETING MODEL Segmentation

Innovation

Market

Positioning

MARKETING ETHICS: Generally, brands don’t care about health ex: happy meal. Rules of conduct is needed - AMA’s Codes of conduct 2016

targeting

differentiation...