Topic 3: Targeting Marketing Opportunities

The Important Points:

- Marketing Process

- 4Ps Vs 4Cs

- Collecting and Using Marketing

Information

- Market Segmentation and Targeting

- Market Positioning

The Marketing Process

AnalyzingMarketing

opportunities

Selecting

target

markets

Developing the

marketing mixes

Managing the

marketing

effort.

Four Ps Four Cs(Marketing Mix)

- Product Customer solution

- Price Customer cost

- Place Convenience

- Promotion Communication

The four Ps of the marketing mix

ProductVariety

Quality

Design

Feature

Brand name

Packaging

Services

PriceList price

Discounts

Allowances

Payment period

Credit terms

PromotionAdvertising

Personal selling

Sale promotion

Public relations

PlaceChannels

Coverage

Assortments

Location

Inventory

Transportation

Logistics

Target

Customer

Intended

positioning

I- karRsavRCavm:aXIFIg (Marketing Research)

KWCadMeNIrkarénkarkMNt;bBaða nig»kasm:arXIFIg tamry³ karRbmUlTinñn½y viPaKTinñn½y nigpþl;eyabl; GMBIviFankarénkarEk lMGeGaykan;EtRbesInUvskmµPaBm:arXIFIgenAkñúgGaCIvkmµmYy. 1- Why good Marketing Research is difficult?

- erobcMkMrgsMNYr (Design Questionnaire)

- sßanPaB (Situation)

- ry³eBl (Duration)

- TIkEnøg (Placement)

- GñkeqøIytb (Responder)

2- The Five-Step Approach to Marketing Research:

Step 1: karkMNt;bBaða (Define the Problem)

Step 2:

vaytMéllkçxNÐénkasMerccitþ

(Assess the Decision factors)

Step 3:

karRbmUlB½t’manBak;B½n§ (Collect Relevant

Information)

Step 4: karbkRsayTinñn½y (Interpreting the data)

Step 5: karvaytMéllT§pl (Evaluate the Results)

Step 1: karkMNt;bBaða (Define the Problem)

karkMNt;bBaðaKWCaCMhanmYyd¾sMxan;CageKkñúgdMeNIrkarRsav

RCavTIpSar ehIyCaCMhand¾Bi)akpgEdr. RtUvepþateTAelI³- eKalbMNg (Objectives)

- karkMritkMNt; (Constrains)

- karsnñidæan (Assumptions)

- karvas;kMriteCaKC½y (Measure of Success)

Step 2:

vaytMéllkçxNÐénkarsMerccitþ (Assess the Decision factors)

- CMerIsepSg² (Alternatives)

- PaBmineCOCak; (Uncertainties)

Step 3: karRbmUlB½t’manBak;B½n§ (Collect Relevant

Information)

- Knitplitpl (Product Concept)

- viFIsa®sþ (Methods)

- karsnñidæansþitirYm (Statistical inference)

- Tinñn½y (Data): Tinñn½yTI1 nig Tinñn½yTI2

Step 4: karbkRsayTinñn½y (Interpreting the data)

- cat;fñak;Tinñn½y (Classify data)

- eRbIkmµviFIkMBüÚT½r(Use Computer program

(Excel, SPSS,..)

Step 5: karvaytMéllT§pl (Evaluate the Results)

-

karvaytMéleTAelIkarsMerccitþ-

karvaytMéleTAelIdMeNIrénkarsMerccitþ

II- karkat;cMENkTIpSar nigkMNt;TIpSareKaledA (Market Segmentation and Targeting)

1- GVICakarkat;cMENkTIpSar (What is Market Segmentation)?

KWCakarRbmUlpþúMGtifiCneGayeTACaRkumEdlmantMrUvkardUcKña

nigeqøIytbeTAnwgskmµPaBm:aXIFIgEtmYy. karkat;cMENkTIpSarKWCakarP¢ab;tMrUvkarTIpSareTAnwgkmµviFIm:aXIFIgén

GgÁPaBmYy³Identify market

needsBenefits in term of:

- Product feature

- Expense

- Quality

- Save in time and

convenience

Process

of

Segmentation

and

Targeting

ExecuteMarketingProgram

A marketing mix in term of:

- Product

- Price

- Place

- Promotion

2-

ehtuGVIcaM)ac;eFVIkarkat;cMENkTIpSar (Why Market

Segmentation)

-

gayRsYlBüakrN_tMrUvkarnigcMNg;cMNUlcitþGtifiCn

- gayRsYlEsVgyl;GMBI\riyabfGñkeRbIR)as;

- gayRsYlerobcMm:aXIFIgcMruH (Marketing

Mixes/4P’s)

3- etIKYrkat;cMENkTIpSarenAeBlNa (When Market Segmentation)

cMNaykñúgkarkat;cMENkTIpSarenAeBlEdlkarcMNayenHGacCYy

eGayRkumh‘un³- begáIncMNUlBIkarlk; ( Sales

Revenue)

- R)ak;cMeNj ( Profits)

- nig cMNUlBIkarvinieyaK ( Return on investment: ROI)

RbePTénkarkat;cMENkTIpSarTaMgBIr³

TImYy³ KWkarkat;cMENkTIpSareRcInsMrab;plitplmYyRbePT

( One product and multiple market segments)

TIBIr³ KWkarkat;cMENkTIpSareRcInsMrab;plitpleRcInRbePT

( Multiple products and multiple market segments)

4-

dMeNIrkarénkarkat;cMENkTIpSar (Step in market segment)

1- Form prospective buyers into segment 2- Form products to be sold into groups 3- Develop a market-product grid and estimate market size4- Select target markets5- Take marketing actions to reach target markets

Identify

Market

Needs

Execute

Marketing

program

Step 1: kardak;RkumGtifiCneGayeTACacMENkTIpSar (Form prospective buyer into segments)

manlkçN³vinicä½y5³-

cMENkTIpSarRtUvpþl;skþanuBlkñúgkarbegáInR)ak;cMeNjnigcMNUl

BIkarvinieyaK-

GtifiCnskþanuBlenAkñúgcMENkTIpSarnImYy²RtUvmantMrUvkardUcKña

- PaBxusKñaéntMrUvkarGtifiCnEdlenAkñúgcMENkTIpSarepSg²Kña

- lT§PaBénskmµPaBm:aXIFIgmYyEdlGacGnuvtþ)anelIcMENkTIpSarNamYy

- PaBgayRsYlnigcMNaykñúgkarbegáItcMENkTIpSar (See book, Page:56)

Step 2: kardak;plitplEdlRtUvlk;eGayenACaRkum (Form product to be sold into group)

karkMNt;RbePTEdlRtUvlk;eTAeGaycMENkTIpSarNamYyKWmansar³

sMxan;dUcKñanwgkarkMNt;RbePTGtifiCneGayeTACacMENkTIpSarmYyEdr.

Step 3: karbegáIttaragTIpSar-plitplnigBüakrN_TMhMTIpSar

(Develop a market-product grid and estimate size of markets)

karbegáIttaragTIpSar-plitplKWkarkt;cUlRbePTTIpSareTAkñúgCYrTTwg

éntaragnigkt;cUlRbePTplitpleTAkñúgkUeLanbBaÄréntarag (p59).

Step 4: kareRCIserIsTIpSareKaledA (Select target Markets)

manlkçN³vinicä½y5³- TMhM (Size)

- kMeNInEdl)anKitTukCamun (Expected Growth)

- sßanPaBRbKYtRbECg (Competitive Position)

- cMNaykñúgkarRbtiþbtþicMENkTIpSar (Cost of Reaching

the segment)

- lT§PaBeqøIytbeTAnwgeKaledAnigFnFanrbs;Rkumh‘un (Compatibility with the organization’s

objectives and resources)

Step 5:

karGnuvtþn_skmµPaBm:aXIFIgelITIpSareKaledA

(Take marketing actions to reach target markets)

erobcMm:aXIFIgcMruH³- plitpl (Product)

- éfølk; (Price)

- TIkEnøg (Placement)

- karpSBVpSay (Promotion)

III: karrkSasßanPaBenAelITIpSar (Market Positioning)

manviFIsa®sþmYycMnYnkñúgkarrkSasßanPaBplitplenAelITIpSar³

- karRbkYtTl;CamYynwgKUrRbECg ( Head to head

Positioning)

- karRbkYtRbECgeTAelIpliplxusEbøkKña (Differentiation

Positioning)

The End Topic Three!