Benjamin Smart.ppt

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Information about Benjamin Smart.ppt
Business-Finance

Published on November 24, 2008

Author: aSGuest3736

Source: authorstream.com

Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Benjamin Smart Regional Manager BLL – North-East Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Effective market analysis methods The importance of adapting your marketing in changing environments How to keep on top of changing customer needs Embracing changes and exploiting opportunities Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Working definition of Marketing in changing environments: Marketing is about what you do from the initial business concept to delivery of the product or services; that involves the customer’s life cycle building on lasting relationships with the best and most satisfied customers allowing the business to make a profit. Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs The Marketing Planning Process involves the following: Diagnosis – where is the business now and why? Prognosis – where is the business heading? Objectives – where should the business be heading? Strategy – what is the best way to get there? Tactics – what specific actions should be undertaken, by whom and when? Control – what should look at controlling and measure to tell me whether the business is succeeding? 1. Analysis – Look at these : 1. Analysis – Look at these The Current situation: looking at the strengths and weaknesses of the business (YOURS) Marketing threats and OPPORTUNITIES Future Trends Effective Methods doing your own Market Analysis (2) : Effective Methods doing your own Market Analysis (2) Marketing Research – looking at our existing or potential customers. Desk Research – collating published marketing information. Field Research – investigations by direct contact to get fresh information about the attitudes and behaviour of consumers. Qualitative Research – obtains information about attitudes by impressionistic means. Analysis – 3 – Qualitative Research : Analysis – 3 – Qualitative Research Examples: Identify significant consumer behaviour patterns, beliefs, opinions and attitudes Look at the consumer’s motivation that prompts their buying/user habits Check on their attitudes to product or marketing concepts Undertake a post-research investigations to amplify or explain points as a result of the desk or field study. Benefits of Market Analysis : Benefits of Market Analysis Allows the business to develop a sales forecast with essential input to financial budgeting, manufacturing, logistics and sales planning. The business can use its satisfied customers to build its on Customer Relationship Management using a software of your choice. Benefits include: The ability to generate business at a lower cost per order; An increase in the productivity of sales people Improved response to customer’ needs and wants. Web-Marketing : Web-Marketing Specific aims of a website Attract interest – providing a reason to visit the site (the hook) Generate traffic (hits) Encourage return visits Benefits: The benefits of web marketing are clearly the ability to gain access to many more customers, to enhance brand or business image and to generate interest and sales. Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Relationship marketing – is primarily a concept which adds customer services and quality to the traditional marketing mix of product, price, promotion and place. Objectives of relationship marketing: The value chain; The basic dimensions of quality and service support; Specific quality solutions; and Service support activities. Benefits: Focus on providing value to customers; Emphasis on customer retention; Integrated marketing for competitive advantage; Quality and service support is important. Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Write a case study about the business… Points to consider before writing one Good background about YOU and the business idea. Your customers business issues Why your business was preferred What is special about your business? Solutions provided to customers How the customers measure their Return on Investment Direct quotes from your needs Benefits of doing business with you. Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Writing a Press Release Designing an advert Outreach Sponsorship * Networking Mail shots E-shots Vehicle Wraps Selling – personal/direct Introductions Press opportunities Relationships Promotional Ideas Collaborations Local events Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Web Marketing: Web marketing is the process of promoting business and selling to customers through the use of the internet. Objectives: Increasing brand and/or business awareness. Build brand image Increase sales Generate loyalty Reduce costs Marketing on the Web : Marketing on the Web Pick a DOMAIN name Make sure you are the .com and .uk Go for a good name that is easy to remember Acquire proxy domain names with good key words that would direct customers to your site It could be useful to review the name every 24 months or so. “Marketing is the life blood of a business” : “Marketing is the life blood of a business” Without a marketing budget for the business you may be losing out to the competition. Powerful, cost-effective Marketing for changing customer needs : Powerful, cost-effective Marketing for changing customer needs Business Link London Website access: www.bllondon.co.uk Phone access:0845 6000 787

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