Intro to MKT

MKT ?

Corporate R&D

deliver value (not create value)

mindset (not function) - create - capture - clients

IMPORTANT functions for org

• \

Porter’s value chain

Business Level …..

- Cost leadership :

- Differentiation : premium features, high standards services/product ….

$VGU : - german language : is taught / competitive advantage after graduated / - business management strategy : subject/major…$

• based on what customer looking for, main segment that org seeking,…not need to be the best one/ the richest/……

integrated cost leadership : set current cost for customer

Marketing strategy

COMPANY & MKT STRATEGY

1. Business objectives (build profit cus relat + invest in research + ..) + MKT objectives
2. Corporate + MKT + Functional + Unit objectives

Analysing current business portfolio

Market Attractiveness

Strategic planning : defining MKT role

Market Environment

Micro environment

Macro environment

NEEDS, WANTS, DEMANDS

NEED : 5 types

KANO model

B2C