Marketing Management

 
 
 
 
 
 

 

 

 

 

 

 

What is marketing?

The creation, identification and satisfaction of customer needs at a profit” 

                                                               Chartered Institute of Marketing

Marketing is looking at the business through the customer’s eyes”

                                                                                            Peter Drucker

“Human actively directed at satisfying needs and wants through exchange processes”

                                                                                             Philip Kotler

 

 

 

 

 

 

 

 

 

Market Development Strategies

Market Awareness (Real life examples)

Making customers aware that a condition exists

Making customers aware there is a (better) way of treating a condition

Market Penetration

Promoting your product in a new segment

Taking your product to a new customer group

Market Financing

Creating budgetary space

Increasing purchasing power

 

 

 

 

 

 

 

 

Product Development Strategies

Product Positioning / Proposition (Real life examples)

Strengthening and developing competitive advantage

Correcting and minimizing competitive disadvantage

Product Line Extension

New  indication

New  dosage / formulations / combinations

Innovative packaging development

Product + Services

Clinical / information / educational services

Providing devices or services to customers

 

 

 

 

 

 

 

 

 

Develop an action plan

Where do I start?

What are my key steps or activities?

How long will each step or activity take to complete?

Which steps or activities are dependent on the steps) before? (Series)

Who do I need to contact?

Which steps or activities can be run together at the same  time ? (Parallel)

How often should I review and  measure progress?

Is there a critical path?