What !s Market!

ng
Market!ng !ste process wh!ch compan!es create value
by customers for
customer !n order to capturevaka
d bu!ld strong R susta!nable relat!onsh!ps w!th the
a product ora sana
from the customers !n return It !s of
the exchange money w!th
d people to makethem buy
In order to compete brands create new demands needs
fortell!ng 1 sel!!g but now !t
the!r products The old market!ng system used to be about
commun!cat!on ways l!ke loyalty a!d persuas!on
about sat!sfy!ng the customers By us!ng
a!d attract new customers Creat!ng a value
Market!ng tr!es to keep the customer reach
needs to offerqual!ty to the!rcustomer
d!st!ngu!shes a ampaoyfrom tee others A company

Market!ng Env!ronment System

Suppl!ers supply products to bothof the company tee compet!tors
Thenthe
company te compet!tors send the!r products the market!ng!ntermed!ates
such as reta!lers He d!str!but!on channels Than f!nal step the product reaches
to the customerthrough reta!lers Throughout th!s system the most !mportant th!ng
relat!onsh!p
!s the pos!t!ve soc!al relat!onsh!ps !n each step Because be!ng !n a goodtrust
work w!th less arar
w!th Me each step helps the process to
prov!des

Market!ng Model
the Marketplace 1 customer's needs ara ararotby
F!rst ve need to understand
to des!gn a customer
or!ented
da!ry researches about Them add collect data Then we need d!fferent!at!on pos!t!on
select!ng our customer creat!ng our value
propos!t!on
market!ng strategy by Product!on
Then construct a market!ng programı
that del!vers super!or value by as!g
prof!table relat!onsh!ps and create customersat!sfact![Link]
Pr!c!ng Place Promot!on Lastly bu!ld relat!onsh!p management by do!ng all these
partner
Customer relat!onsh!p management

hale env!ronmental
harness markets manage global respos!b!l!ty
markets soc!al
tec!dasy

Strateg!c Bus!ness Plaon!g Process

Strateg!c Bus!ness plann!ng helps aanpa!es to
ma!nta!n a strateg!c fat between
charg!ng Market!ng opportun!t!es
!n
the organ!zat!on's goals capab!l!t!es
our strateg!c bushes
un!ts law
m!ss!on statement Then we des!gn
F!rst ve def!ne tee S!nce compan!es
dec!de
have many categor!esthey
Bus!ness portfol!os by us!ng the Market!ng M!x don't !nvest!n then Th!s !s
called
!nvest !n them or
whether to redes!gn those spec!f!ccategor!es
dec!s!on process
the !nvestment
 M!ss!on Statement
M!ss!on statement prov!des Ya customer the !nformat!on about whatyan do R
the m!ss!onshould be set beforethe
the purpose of your company's be!ng The object!ves term Short mereoad
should be customer or!ented Should be appl!cable to long
company It
anod mesa!gful as poss!ble

Des!gn!ng Portfol!o
Navy productcategor!es Each product
Catego
a çompaoythere
are
In own pr!c!ng plac!ng product
the!r
strategy Marketed by
has !ts own Manager god be!ng that much prof!teach year that'swh
But those products m!ght not br!ng
dead promot!on
Bus!ness Un!t Managers analyse
the!r product they e!ther redes!gn
each of the Strateg!c
don't !nvest !n them
!nvest !n them or
todes!gn
Matr!x
mood
Boston Consult!ng Group
1
Buss!nefortfel!os

Th!s Matr!x helps the SBU managers to analyse the!rproduct g!ve and
Hay aategor!ze Te products
İnvesment des!den whether to !nvest !n or not In th!s matr!x Madag
!s the Quest!on Mark It !sthe most unknown one
Into 4 d!fferent groups The f!rst one
whetherthe product w!llsell or not
r!sk !nvest!ng !n them s!nce theydon't know !nvested!n
usually take a by addedknew features but !s !t worthy to buy They
It !s
L!ke the !phone 11the
now they
pro
success !s not clear yet
The second category !s the Star The star !s the
the new phone but lots of prof!t S!nce !t br!ngsready
The product that reached !ts peak ava prov!de !s the star
tepsellerproduct course !nvest lots of money on that product Far ek IPhoneas Max
prof!tthe company ofTheth!rd category !s the CashCao wh!ch !s a product on The star category !s
of Apple r!ght now known It's not boom!ng but st!ll be!ng sold w!th
no longer a star s!nce that product !s already des!re beh!nd !t Theproduct!s
good amount of
prof!t L!ke IPhone7 there !s no surpr!se or a And hot
features It br!ngs thecompany money
known a!d be!ngsold Maryyearsanod kaç very n!ce
for The products wh!ch the campau
they are on the Mater!ty cycle The lastone !s the Dogcategory knewtechnolog!es
prof!t!ng anaymane or
dec!des not to !nvest !n aoymane They m!ght be not
l!ke Ipads Apple no longer !nvests
!n the Ipods becausetheysaythat
M!ght Burry them Just
they !ncludedIpods !n to the Iphones
Product
L!fecycle Chart Boston Consult!ngGroup's
Matr!xgoeshavd!n hard
Product
L!fe cycle chart the !norder
categor!es add Werther to !nvest !n Hem or not
Theyare both try to analyse tee product Thef!rstphase !s
also categor!zes these !nto 4
to des!gn a succefal bus!ness portfol!o PLC
It Quest!on Mark from the BCG The newest product ofwh!ch !ts success
the Introduct!on !ste !navat!ons or newproductsd!e
!s uncerta!n Youdec!de on !nvest!ng !n lots of money or not Mary
!ntle !ntroduct!on
are released so th!s !s aa !mportant dec!s!on Iftle product
r!ght afterItthey
becomes the star d reaches the peak becomes te tapselleproduct
add Te
sales
succeeds
When the products knownfor awh!le the
çampaoy !nvests lots of money on thatproduct thecash co
br!ngThe company hotmoney !t becomes
drop a l!ttle battle prof!t !sst!ll h!gh at te Matur!ty
ara !t enters the matur!ty ayda Çampara!es try to makethe!r productsHay
W!th te decrease
decrease !n The sales
cycle as long as
poss!ble And Te lastphase !s Te be !nvest!ng !n Tam anymore
!n the sales the product becomes a Doç The company shouldn't
because the product got old or !salreadydead
 Market Expans!on Gr!d
Market Expans!on when Ile maragans vaat the!r product
Gr!d !s be!ng used
strateg!es The one !s market
f!rst
pentratı
to stay !n ne matur!tyayçle There de 4 growth penetrateyour market w!th open!ng more stares
W!thyour ex!st!ng Market arada ex!st!ng products you morereachable
reach products You don't changeanyth!ng but make !t
Mak!ng eas!er for people to your a New product
use the saree Market but yourelease
2nd strategy !s product devekapament You 2 colors you
However you dart charge the or!g!n of
the product you just add d!fferentfeatures
!s the Marketdevekapement Its w!th the same product
add new opt!ons 1 var!et!es 3rd strategy quant!tat!vely but qual!tat!vely You reach new
but now on a new market New Marketmeaus not
Such as do!ngproducts vegas or k!ds or healthy
for
segment of people peoplefromd!fferent l!festyles a new product
strategy !s d!vers!f!cat!on You use
Products env!ronment fr!endlyproductsThe last Such as I watch !tdoesn't
!n a now Market All new product for a spec!f!c segment of people
a d!fferentsegment
look l!ke Apple's usual product !ts a new category for

Segmentat!on
D!v!d!ng the market !nto segments of customers
Target!ng
Select!ng one or more segments to cult!vate

Pos!t!on!ng
Where stand amongother compao!es Yav un!que value
your camparay
Set of benef!ts values yar company prom!ses to
!ts customers

Factors Influenc!ng Consumer Behav!or

be!ng !nfkeen
In the dec!s!on paces of buy!ng a productconsumerbehav!or !s !n!
a b!g !nfluencer Ourtrad!t!ons norms values create
ve
by same factors Culture !sculture subculture determ!nes were ve stada about aa
th!nk act upon someth!ng Our we w!ll buy Sandth!gor
net But w!th glosal!satı
İdeathat's why !t !nfluences wetter we wouldn't There aa
Th!s allows us to !nvest !n the products normally
culture sh!fts happen
fam!ly your soc!alclass shapesyour!deas
Soc!al factors such your as reference group your to those
!nner c!rcle's !deas yougrowuparada are exposed b
Because you constantly adapt your l!k!ng wh!ch brad
start alone when buy!ng a detergent yaa ask
Th!nk!ng styles everyday If you ra!sedyou !s very !mportant Tae
are peso
!mmed!ately to yourmother The!r !deas the way they
l!kes d!sl!kes econom!cs!tuat!on s!mplyyour
factors suchas your age yar
personal your l!festyle Lastlypsycholog!c
productsserv!ces that offersthem a
People vaat to buy the
l!fe style
also !nfluence people Our att!tudes bel!ef
Mot!vat!on percept!on learn!ng control
factors
we th!nk
way
 What !s Market!ng
1 Creat!ng value d bu!ld strong2 susta!nable relat!onsh!ps
2 Exchange of Money w!th product or a senk!ee
needs
3 te compete create now damaods 1
sat!sfact!on
tell!ng sel!ng now
4 old
a!d persuas!on
5 commun!cat!on ways of loyalty
new customers
6 In order to ma!nta!n reach2attract
value d!st!ngu!shes a company
7 Creat!ng a

8 offer qual!ty
Market!ng Env!ronment System

1 Suppl!ers çompaoyad çarpet!tors chavels

Marketmed!ators netalasaadd!staubut!an
2 çampaoylçempet!ters
3 customers reachproduct eachother very !mportant
these ma!nta!n good relat!onsh!ps w!th
Though steps
4

Market!ng Model
needs research collectdata
1 Understand!ng the marketplace the customs whos
d!fferent!ate pos!t!on
customer valuepropos!t!on
2 des!gn!ng customer or!ented market!ngstrategy select
3 market!ng programı w!th 4,0
relat!onsh!ps austerer relat!onsh!p maagmat d partnerrelat Mao
4 ma!nta!n good soc!alav respons!b!l!ty
allThese harness marketstech maaageglobalmarkets hane
5 wh!le do!ng

Process
Strateg!c Bus!ness Plan!ng capab!l!t!es !n the chang!ngmarkets!tuat!ons
to ma!nta!n a strateg!cf!at betweenthe goals
1 Des!gn a M!s!n statement market!ng strateg!es
add
category has!ts own
d Des!gn bus!ness portfol!o Eachproduct rev!sed
product!on pranokken Each often
!s analyzed dd
uses the markette m!x pr!ce ace dese'daprocess
whether to redes!gn !nves arda!t It !s ve !nvestment
theydec!de on

M!ss!on Staerat
about who whatare ya da!ry 2 yar purpose
are
1 !nfo you
a should be set before
the company !s released
b customeror!ented
4 appl!cable to long term
memorable
5 S!mple Merd!gful
Des!gn!ng Bus!ness Portfol!o
havetk!nolun SBUmanagers
1 there an Many productcategor!es eachofthen
us!ng KP
2 All have own market!ng strategy by
are be!ng analyzed by
the!r managers to !nvest !nthen
3 Each year hey
or not

Market!ng Expans!on Gr!d strateg!es

the Thematur!tyayak 4 growth
In ordan to keep pakets!n
1 Market penetrat!on

2 productdevelopment
3 Market development

4 d!vers!f!cat!on

Factors !nfluenc!ng Castor Behar!or

Culturesh!ft
1 GHuey norms trad!t!ons values
reference groups fam!ly soc!alclass
1 Sodalı
personalpreferaves econom!c s!tuat!on yard!FESTYLE
3 Personal age yancasure
lean!ng bel!efd
att!tudes shape the way
Psycholog!cal Mot!vat!on
MI
What !s a Product
Product arar be anyth!ng that !s offered to a market cav !nclude aa !ntang!b
serv!ce or a tang!ble
product Product can be place !dea exper!ences you
a
resent someth!ng to the market to sat!sfy a need or a vaat
!f
anyth!ng and be
a M!ght both be tang!ble a Intang!ble Far consumpt!on
product

What !s a Brand
Brad !s a name symbol trademarked of the
product Broad !s a name
Symbol logo Sports shoe !s a product a!d N!ke !s a broad We use bra!ds
to d!fferent!ate the productsfrom one author when ve represent acar product
25 a name symbol logo we add value If your broad name !s strongenough
your broad value !s h!gh Broads prov!de notonlyproducts but exper!encesasked

Why be!ng strong Brood !s !mportant Brad Equ!ty

a
broad recogn!t!on recall top of n!n
Be!ng a strong Brad !s ach!evedby
awareness d loyalty We also call
Brad Equ!ty Value your h!gh f!nanc!al assets afyaraampay
brad !seas!ly remembered
your Bardequ!ty !s h!gh yar
When
If yar brood !s strong the f!rst or second brood name comes to peoples m!nd !s your
brood Cocaada !s a strong brand Because !t !s recogn!zed allover the
very
world When
you have the
Bard equ!ty you become the rule maker of the Market
You def!ne the rules ofcompet!t!on You have the r!ght to get other bra!ds eat often
Market You are the leader of the market you save other people's t!me by not mak!ngthem
th!nk of another brood

ProductLevels
Coreproduct !dea generat!on
F!rst deal ofproductTer!s the
ek what !ste care need
a!d determ!n!ng the
one need for the product
As a second deal ve need to des!gn that are need to turn ofshoe pol!sh sh!n!ng
!t to The Actual
productdavet We addfeatures name label Packag!ng We des!gn The Actualproductdue
accord!ng to customer's needs wa!ts On th!s levelthe actualproduct gets readyfer
ve market we add all of the requ!rements of the product Assa we need to agree only
r!c!ng the d!str!but!on dna!welsand st!ll on thefactoryOnTh!s level ve alsa testtheproduct ve
f!nd users to test The products evaluateThen you lavch the product Tantçe Th!r
davet !s Augmented Produet Now the product !s a whole product We add same
!nsalladans ve add serv!ce add terms cond!t!ons about buy!ng th!s !s Thef!nalprodea
we see on the markets That ve byy
Broad Ident!ty
In th!s Brad Ident!ty Brad personal!ty !s very !mportant when people
ez
My knowsyour name !ts not enough It doesn't meao they l!ke yan or loyal ta yaa
Todays marketplace warts broods to dare personal!tyd Bra!d culture So that peoplecar
Bra!ds has to be l!ked l!ke afr!end
reflect all those Hear!ngs to the!r personal!tyleaders bra!ds We need to add these
We have brood ambassadors a!d op!n!on for
values te te brand by aerat!ng Brad Ident!ty F!at you def!ne your
M!ss!on
a!d v!s!on then culture Each campaoy has trad!t!ons w!t
you show your corporate If culturestheybecome
hür employees the!r mavagmant ph!losoph!es they havespec!f!c
well known Because we just wa!t to see the broods that we l!ke as a person
We say that brood !s cool or ser!ous oradvaüteras We choose the brands that
reflects our personal!ty

Brad Pos!t!on!ng
m!nds !n three levels
Accord!ng
Marketers ara pos!t!on bra!ds !n People's
and bel!efs d values Th!s allows the
attr!butes benef!ts
product product
the customers
broad Emot!onal band betweenthe baud
engagement

Brad Name
Choos!ng brood nave !s not easy Should reflect the products benef!t
qual!t!es be easy to pronounce
remember recogn!ze be d!st!nct!ve extend
But be!ng easy to remember !s the most !mportant one Apple !s easy ya
beh!nd !t asuell Peoplegenerallydan
remember And has a mytholog!cal weav!ng
d read !t they connect w!th the sa
one about !t but the ones who care

Nat!onal Broads Turk!shA!rl!nes

Stare Broads M!gros O!l M!gros detergent resellers sell!ng acun broods
d!saence Brands
Franch!s!ng

Bus!ness Development Strateg!es

L!ke the Market expaos!a and expandthe bards !n the
same ways gr!d ve
 Shot analys!s
strengths of the brand weaknesses of brand opportun!t!es ofbra!ds
threats for the bra!ds