INDUSTRIAL MARKETING INTRODUCTION Marketing: - function that assumes importance and size different from company to company (some companies decide the product In other makes only statistical) - according to recent (up to 5 or 6 years ago, small-medium sized businesses did not have the marketing function), important in the business process-oriented companies to the market or the customer every action within the company is conducted with a view to: - create value (perceived) for the customer - customer satisfaction - only for customers that interest me OBJECTIVES Objectives customer choice customer loyalty creation of value perceived by the customer loyalty: the degree of duration of the loyal customer with the customer: 1) high level of trust towards the company are more prone to give information to the company (on the basis of which the company customizes products for the customer) 2) provides a positive word of mouth marketing (advertising free) 3) the sensitivity of the customer at the price tends to fall 4) the cost of communication fall into loyal customers - the cost of maintaining a loyal customer tends to fall - the cost of new customers on the other hand is very high retention is directly connected with the profitability can not be geared towards all types of customer: do you have a selection of customers to watch out for on the basis of their objectives need to think in a logical target customers and then choose the medium / long term sales: the customer value is short / medium term you invest in the conclusion of transactions the value for the customer is a medium / long term investment is not satisfied in time to the customer because the customer is not always sensitive to the technical value of the product - marketing: - production: The value of the product must be perceived by the customer (eg washing machines) companies today are market-oriented because we are in a stage of mature products (in countries "evolved") THE PROCESS OF MARKETING COMPANY 1) Analysis - market analysis - analysis of buying patterns - analysis of competition 2) SEGMENTATION MARKETING STRATEGIES - TARGETING - POSITIONING OF MARKETING MIX or OFFER - Product - distribution - Services - communication - price 3) 1) ANALYSIS Market analysis: - analysis of quantitative (how much is the market ') - analysis of the level of demand and market trend analysis of buying patterns: - study of the types of behavioral customers in the market (what they are sensitive to customers') analysis of the competition: - mating types of customers with competitors (competitors do not ever choose, you choose the customers) SEGMENTATION: - division of customers into market segments, bringing together customers with the same needs (needed to reduce the costs of complexity) 2) STRATEGY TARGETING OF MARKETING:
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