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Marketing Toolbox PowerPoint Template

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Published by igodigital, 2017-02-09 06:10:10

Marketing Toolbox

Marketing Toolbox PowerPoint Template

Keywords: Marketing, Toolbox,PowerPoint,Template

Market Communication - One step Model

Model of a one-step communication / information transmission

Information transmission

Advertising message

Advertiser Customer

Intended Coded Received Decoded Behavioral
signal signal signal signal effects

Sender Advertising Recipient
medium

Feedback

The sender has to ensure that the recipient can decode the message correctly.

Market Communication - Two Step Model

Model of a two-step Communication / Information transmission by mass media

Opinion leaders are Members of the "followers“-group
influenced by experts are influenced by the
opinion leader

Mass media Mass Opinion leader Personal "Passive" audience
communication communication

Opinion leader is the central element. He obtains a mediating role where he passes on information to advertising
subjects in his social environment.

Customer Satisfaction - Graphic

Graphic of customer satisfaction as a result between expectation and perceived performance quality (customer
satisfaction = B / A)

A Individual B
(subjective)
expectation of
Customer

Perceived product- /
service quality

Process of comparison

Customer Satisfaction - Graphic

Graphic of customer satisfaction as a result between expectation and perceived performance quality (Customer
satisfaction = B / A)

A Individual B
(subjective)
expectation of
Customer

Perceived product- /
service quality

Process of comparison

Customer Satisfaction

A product leads to customer satisfaction if it is capable to satisfy customer‘s requirements
(Expectations-Experience)

On Purchase Usage

Expectation of Product Experience
the product with the
Comparison product
Accord with the expectations
that a customer has on the Customer Satisfaction Expecrations that are made
purchase of the product during the use of the product.

Purchase Decision and Influencing Variables

Factors that can influence a buying decision

„Bundle“ of
(Product-) functions

Price Type of function

Quality Purchase Design

Decision

Time relevant Physical features
availability on market (size, weight, etc.)0

Other factors (i.e.
maintenance costs, service, etc.)

Experience of Customer Kunde Invoice
Packaging
Placeholder for own Subheadline Delivery

Instructions Other communication
Usage of goods
Fax, E-Mail
Service visit
Phone conversation
Ad Offer
Price list
Brochure

Data sheet
Vendor contact
Product presentation

Purchase Decision Process - Circle Pre- acquisition

Interaction cycle and phases of the purchase decision processes

Order handling

Order Inquiry

Purchase
Decision Process
Negotiations with
customers phase
Bidding phase

Submit tender to Offer preparation with
customer cooperation partner

Development Stages of Customers

Different “stages” of customers with increasing customer satisfaction and customer loyalty

Suspected / Promising Qualified new customer with potentially strong interest in the product or service.
new customers (prospects) Existing financial resources.
First-time customers
Repeated customers If necessary procurement from suppliers or competitors.
Customer loyalty strategies to induce repeated purchases.
Exclusive customers
Purchase only from a certain provider / your company and don’t accept
Actively advocating partners competitive products.

Integrated partners Use of CRM tools e.g. membership in a customer loyalty club. Transfer positive
aspects about the company / product to other potential customers.

Active cooperation between customer and company. (especially B-to-B)

Development Stages of Customers

Different customer “stages” with increased customer satisfaction and customer loyalty

Suspected / First-time Repeated Exclusive Actively Integrated
Promising customer customer customer advocationg partners
new customer customer

(prospect)

Increasing customer satisfaction

Support ActivitiesThe Value Chain

Value that the customer is prepared to pay for the services of a company

Infrastructure management
Personal management
Technology development
Procurement

Input Operation Output logistics Marketing Service
logistics and Sales

Primäre Aktivitäten

DAGMAR-Formula

Step model of advertising effectiveness and advertising success

Theory based on the assumption that advertisement doesn’t only have economic objectives but that it also has to meet
particular communication tasks.
The advertisement goes through several levels of consciousness with each customer:

Contact Acceptance Understanding Storage Attitude Action

Is the Is the promotional Is the advertising message Is the core Is the advertising message Purchase due
advertising recognized? information recognized instantly understood by the message easily absorbed? credible, to the positive perception of
quickly? target group? likeable, prestigious? the consumer.

Core Competences

Visualize core competences as a matrix with evaluations according to increase in value for the company
and customer satisfaction

Increase in value Logistics R&D Core competences
Production Potential key skills (ressources)
low medium high
Sales

Service

Procurement

Customer not satisfied satisfied amazed

Customer Lifetime Circle

Time curve and phases of the customer life cycle (customer relationship)

Degree/ stability
intensity
extension
Quality
of the customer
relationship

development termination

Duration of
customer
relationship

initiation Customer acquisition Customer loyalty Customer recovery
- Exposure Period
- Initiation Phase - Growth Phase - Resolution Phase
- Socialization Phase - Maturity Stage - Abstinence Phase

Customer Profile

Customer profile analysis according to sales and number of customers

Sales in %

100%

90%

80% 10 Customers make
70% 50% of the sales

60% The majority of customers accounts
50% for less than 10%

of sales.

40%

30%

20%

10%

0%

0 10 20 30 40 50 60 70 80 90 100 Number of
customers

CRM- Functional Chain

A CRM- busines model should relate to a functional chain

Customer Quality Customer
Orientation Orientation Satisfaction

Customer Customer Company
Value Retention Success

CRM - Contact Chain

Company's entire contact chain from initial contact to the re-sales contact

Interested Party Customer Regular Customer

First Contact Pre-Sales-Contact Sales-Contact After-Sales- Contact Re-Sales- Contact

opinion making consulting order usage of the product repurchase
quotation purchase service
purchase negotiations delivery

Customer Lifetime Circle

CR-Marketing - Phases

Customer Relationship Marketing (CRM) is a management approach that focuses on the systematic
development and the maintenance of customer relationships

This process includes the following 5 phases:

First contact Win Inform Service Customer Care

BRAND / CORPORATE IDENTITY

Corporate Identity vs. Image

Distinction between two perspectives

Company

Corporate Image
Identity
Image from Outside
Image from inside

Branding policy

Task steps of branding

Customer loyalty
(Brand loyalty)

Security
when buying

Popularity

Recognition

Recognition of originator

(origin)

Branding policy - Requirements for a Brand

Major tasks of branding policy: development of brand names and trademarks

Criteria and characteristics of a brand

1 Brand name / marking 2 Brand protection 3 Distinctiveness

Product design Packaging Protectability of brand Difference in performance
Trademark differentiation from compared with competitive
other brands
offerings

4 Standards 5 Price stability 6 Availability 7 Publicity

Standardized Quality No specials, action prices Availability and widespread Perception and recognition in the
Consistently high Quality or sales distribution market through advertising

Differentiation of Trademarks

Examples according to trademark types

Word signs Image Trademark Word-Image Trademark

CompLogo LOGO‘S
COMPANY
COMEX ------
COMPANY
LOGO

Public recognition through unique logo. Public recognition only after long-time, Highest brand-awareness through
Easily represented in all media. ongoing advertisement. combination of logo and fonts.

Corporate Identity

The total of all communication political measures, the behavior, appearance and market communication
of a company

Corporate
Identity

Corporate Identity

Detailed overview about the three activities of a company, aligned upon its corporate philosophy

Appearance: Internal and

logo, fonts, external corporate
color, layout
communication:

press releases, ads,
posters, TV spots, staff
newspaper, customer
magazine, website,
banners, Open house,
company celebration,
trade show appearance,
packing design

Behavior from inside to outside:

to employees, customers and suppliers

Process of Benchmarking

Process chart

Develop own best practices Bench- Selection of subject
marking (product, method, process)
Determination of performance
gaps and their causes Determination of comparative
figures. Selection of

comparative business

Data mining (about secondary and primary information)

Benchmarking

Advantages and disadvantages of different forms of benchmarking

Advantages Disadvantages

Benchmarking with  Highly effective  Data exchange is required, may need to expose
direct competitors own data
 Determines positioning of own company against
competition  Competitor has more information
 Focus on competition prevents new ideas (rather catch
 Direct performance comparison as compared tasks are
matching up with your competion than take over your
competitor)
Benchmarking with other organizational units  Easy access to data
(internal departments)  Only internal view
 In case of similar structures (branches, subsidiaries)  In some cases similarly inefficient services are
comparisons are advantageous
compared and improvement potentials remain
 Immediate response and improvement possible undetected

Benchmarking with  Wide range of comparison with other industries provide  Transfer of results to own company is sometimes
structurally similar new insights difficult
organizations from another industry sector
 New ideas can be gained  Detection and exchange of data (data transfer)
is complex

Marketing

Enter your subheadline here

Sales and Profit

Introduction Growth Maturity Saturation Degeneration

Time

GRAPHICS

Competition - Graphic Own
Company
Enter your subheadline here
W3 W4 W5
W2

W1

Customer

Graphic - Marketing vs. Strategy Signs

Enter your subheadline here

Graphic - 3D Cart

Enter your subheadline here

Marketing - Buzzword Cubes

Enter your subheadline here

Graphic - Letters

Enter your subheadline here

Marketing - Buzzword

Enter your subheadline here

Graphic - Push Button „Marketing“

Enter your subheadline here

Graphic - Push Button „Marketing“

Enter your subheadline here

Graphic - Push Button „Marketing“

Enter your subheadline here

 This is a placeholder text. This text can be
replaced with your own text.

 The text demonstrates how your own text
will look when you replace the placeholder
with your own text.

 If you don’t want to use the style and
size of the fonts as used in this
placeholder it’s possible to replace
it by selecting different options.

Graphic - Push Button „Marketing“

Enter your subheadline here

 This is a placeholder text. This text can be
replaced with your own text.

 The text demonstrates how your own text
will look when you replace the placeholder
with your own text.

 If you don’t want to use the style and
size of the fonts as used in this
placeholder it’s possible to replace
it by selecting different options.

Graphic - Mouse Cursor „Marketing“

Enter your subheadline here

Graphic - Mouse Cursor „Marketing“

Enter your subheadline here

 This is a placeholder text. This text can be
replaced with your own text.

 The text demonstrates how your own text
will look when you replace the placeholder
with your own text.

 If you don’t want to use the style and size
of the fonts as used in this placeholder it’s
possible to replace it by selecting different
options.

Graphic - Flowchart Sale Options

Enter your subheadline here

Graphic - Marketing 4P‘s

Enter your subheadline here

 This is a placeholder text. This text can be
replaced with your own text.

 The text demonstrates how your own text
will look when you replace the placeholder
with your own text.

 If you don’t want to use the style and size
of the fonts as used in this placeholder it’s
possible to replace it by selecting different
options.

Puzzle - Marketing 4P‘s

Enter your subheadline here

 This is a placeholder text. This text can be
replaced with your own text.

 The text demonstrates how your own text
will look when you replace the placeholder
with your own text.

 If you don’t want to use the style and size
of the fonts as used in this placeholder it’s
possible to replace it by selecting different
options.


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