Stages of marketing planning,video editing and movie making software for free,how to make a marketing plan for a service,?microsoft windows software development kit 3.1 - Reviews

26.02.2015
Marketecture™ incorporates six critical stages that are imperative when assessing a company’s market presence and instrumental when developing an effective strategy. One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000). Like with most pyramid shaped models, the shape of the model is important as it indicates that most firms start at the bottom (and is therefore, the widest part of the model) and only a small proportion of firms are at the top (where it is very narrow).
The first stage in the progression towards integrated marketing communications approach inside a company is a simple coordination across specialist areas, where they agree upon the use of a standard logo, a company slogan, corporate colors, and a general message.
It is likely that various areas of marketing communication – advertising, direct marketing, sales, online and social media, and public relations – still act quite independently, yet a similar look and feel and message.
Despite these areas using a similar approach of message and brand elements, they still generally act independently and are not strategically integrated to achieve an overall goal. In the second stage towards integrated marketing communications, the company starts to consider a broader set of touch points than its main communication tools (several of which were mentioned above). For a company to effectively understand this range of potential interactions and exposures (brand contact or brand touch points) may become a little bit more research based and consider how consumers in different target markets end up becoming customers of their brands. So in this stage, the company might consider email contact, interaction with staff, sponsorships, unplanned media attention, competitive comparisons, information and comparison websites, retail sales people, after sales service contacts, signage on buildings, staff uniforms, word-of-mouth, and so on -as all possibly being part of their customer’s journey towards or away from the brand. The third stage is really trying to integrate the overall communications approach, as achieved in stages one and two, across the knowledge and practices of the organization. Probably the best example of this would be in the banking sector, where the banking customer databases allow them to track each customer’s progression – either towards or away from using the company and certain products. Obviously the goal is usually to increase share of customer in this progression can be identified relatively easily with today’s technology tools in a bank. Part of this knowledge is built through market testing and experiments, where different communication mediums and messages and combinations are tested on a small scale before being ramped up and exposed to larger numbers of customers. The final stage really reflects that the overall marketing function inside a large company becomes strategically and financially integrated.
Contrast this to the first stage listed above, there are various marketing communication specialists act relatively independently to achieve their own targets and KPI’s. At this level of the final stage, not only are all the improvements from the previous three stages being implemented, but the organization becomes very financially and marketing metric driven in terms of its overall marketing communications.
This becomes increasingly challenging when companies have multiple target markets to pursue the need to consider a range of strategic initiatives. In the past year we’ve seen a shift in the way startups are thinking about content marketing. One of the most common mistakes I see startups make with their content is that they create too much content that focuses only on one particular stage of the buyer’s journey.
For a startup selling to businesses, typically a buyer will move through a set of stages on the way to making a purchase. Typically what we see in startups is that the content that a startup has created is clustered around a particular stage in the purchase process, often with litter consideration about whether or not that is a place where prospects are getting stuck. Now think about your startup – do you have content that is clustered around a single point in the buyer’s journey? In order to meet the demands of consumers and manufacturers, there is now an increased need for growers, processors, and manufacturers to work together to create products that meet needed standards.A  It is also possible today to produce an increasing number of niche productsa€”products that appeal to one particular segment of the market. When the market price changesa€”because of a change in supplya€”the demand curve is not directly affected.A  If the price decreases, there will be an increase in quantity demanded but not a change in overall demand.
Increasing the sticker price changes the numeratora€”what the consumer sacrifices.A  Other approaches focus on the denominator. A large part of the food products value-chain is distributiona€” (1) efficiently getting the product (2) in good condition to where (3) it is convenient for the consumer to buy it (4) in a setting that is consistent with the branda€™s image. Although many firms advertise that they save the consumer money by selling direct and a€?eliminating the middleman,a€? this is a dubious claim.A  The truth is that intermediaries, such as retailers and wholesalers, tend to add efficiency because they can do specialized tasks better than the consumer or the manufacturer. To the extent these services can be added in a cost effective manner, that is a good thing. The impact of promotional situationsa€”such as whether the brand of interest or a competitor was on sale, whether a coupon was redeemed, or whether any category brand received special display spacea€”can be considered. Purchases can be compared to past purchases.A  This allows for tests of brand loyalty and switching behavior. Timing of purchases can be examined.A  Does a particular product sell higher volumes on certain days? How do a particular storea€™s sales compare to those in other chains?A  For example, neighborhoods with high concentrations of specific ethnic groups may sell more of certain brands or product categories. A Non-tariff barriers, such as differential standards in testing foreign and domestic products for safety, disclosure of less information to foreign manufacturers needed to get products approved, slow processing of imports at ports of entry, or arbitrary laws which favor domestic manufacturers.A  For perishable food products, a significant danger is having a shipment held up waiting for customs clearance. When growth opportunities in existing firms may be limited, there may be significant pressure to find other businesses in which to invest current earnings. In agricultural industries, however, genuine synergy potential does not appear to be frequent. In practice, therefore, many atttemps at vertical integration have not been very successful. In the longter term, consumer responsea€”such as purchase rates and beliefs held about the branda€”can be assessed in more detail.
Many foods also spread as some groups of consumers a€?imitatea€? others they see consuming them, and some are encouraged to try new foods based on word-of-mouth communication.
Most retailers, with the exception of a€?giantsa€? such as Wal-Mart, will tend to order through a wholesaler. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Marketecture embraces the perceptions of both the CMA and client teams and illustrates that dedicated professionals working collaboratively are at the core of successful marketing programs.
For example, the advertising function might seek to improve brand awareness, the direct marketing area may be focused upon sales conversion rates, the public relations area might be measured upon earned media, and so on. Second phase is when the company considers how and where a potential or current customer can become exposed or engaged with the brand. To do this, greater use of data and information is generated and shared across their distribution channels, even extending to their retailer and supplier partners. Therefore, over time, with the use of information, a bank can get very effective about understanding and even predicting the customer’s behavior when they come into contact with various marketing communications. The starting point for all marketing communications is essentially driven by the top-level strategic plan, which then feeds down to the marketing strategy and plan, which is then effectively executed through the marketing mix elements, including marketing communications.
This would mean it would look at the ROI, for example, of increasing brand awareness by 5 percentage points – and work out what impact that has over time trial rates and brand loyalty and therefore bottom line impact. As pointed out earlier in the article, only explore percentage of organizations truly operate at the fourth stage of the model. Two years ago most of the content marketing conversations I had with startups started out as discussions about SEO, ranking and keywords. In my experience the best way for a startup to begin building a content library is to put themselves in the minds of their prospects and think about what content is needed at different stages of the buying process.


This is increasingly not a linear journey as a buyer may move back and forth between actively researching solutions, building a short list of possible vendors and actively evaluating a particular solution. They are researching and consuming content online that comes to them from their friends, colleagues, through internet searches and through their social networks. As the buyer moves toward creating a shortlist of vendors to evaluate they become more interested in consuming content that focuses on specific features and why they might choose your offering over other offerings in the market. Content such as detailed whitepapers, product feature sheets, competitive comparisons and buyers guides are examples of this type of content that is really only relevant to prospects in the later stages of a buying process. Content such as infographics, funny videos and short humorous blog posts are examples of this type of content.
Do you have an understanding of where prospects are getting stuck in their journey and are you providing content that helps move them along? Food products often involve the general marketing approaches and techniques applied the marketing of other kinds of products and services. Some food categories have seen increasing consumption in large part because of heavy promotional campaigns to stimulate demand.
A small manufacturer of potato chips would like to be available in grocery stores nationally, but this may not be realistic. Many stores have started out as discount facilities but have gradually added services that customers have desired. Frequently, stockholders do not want to have profits paid back in dividends since this money would be immediatley taxable. The most important advantage probably is having an assured supply in case of a a€?tighta€? market.
If a food manufacturer also owns a bank that lends to farmers, farmers may feel pressure to make decisions on sales based on financing decisions or vice versa. In the old days, it was frequently necessary for buyers and sellers to physically gather to settle market prices.
Farmers may decide to set up organizations that allow them to pool sales and purchases or provide or obtain certain services jointly. The promotional activities needed for a given product will depend on factors such as its current stage in the product life cycle.
Some strategies may seem brilliant may, under stricter analysis, may be recognized as unrealistic. The next test is then whether this consumer responsea€”such as improved attitudesa€”actually results in increased market share or higher profits. Some food products have great potential for sales growth through expansion of the customer base. As the chart suggests, prices that farmers receive for their commodities and other products depend on supply and demand factors.
The wholesaler must anticipate the demand from retailers and have stock on hand to meet this demand. Farmers, who sell commodities in relatively small quantities, ordinarily have very little bargaining power.
When trade agreements are signed, all markets are usually not completely opened immediately. In October I acquired Sprintly – an agile project management tool for startups, along with the original founder, Joe Stump. For startups in particular, figuring out how to define a unique piece of the market that you can claim and dominate is really important.
Most Consumer products are lower priced and purchased quickly because if you make a poor choice, you aren’t out much more than beer money. It is designed specifically to meed the needs of a prospect that has been tasked with making a purchase decision. How you would test the underlying assumptions around which buyers you are targeting and what market you are positioned in. Select the shape to change the color and Right click the object( click any object which you want to change color)2. At each stage there are factors that may propel a buyer closer to a purchase (I call these accelerators) and others that can slow a buyer down or drive them backward to a previous stage (I call these friction points). Your only chance of capturing their attention in these early stages is to make sure that your content is found by your prospects while they are in this process. The problem with this approach is that the startup misses out on prospects at earlier stages that don’t yet understand the offering or the value it might provide them. The problem with this is that although the early funnel metrics might look good as a result (loads of traffic and social shares), prospects may get stuck later in the funnel when they need meatier content to help them make a purchase. In food marketing, topics such as test marketing, segmentation, positioning, branding, targeting, consumer research, and market entry strategy, for example, are highly relevant.
We need to consider, then, both who will be willing to carry our products and whom we would actually like to carry them.
Gross margins generally reflect the difference between what a store pays the retailer and what it charges the customer.
For example, the main purpose of shopping at establishments like Costco and Sama€™s Club is to get low prices. Usually, no one firm or individual controls the entire value chain, but some firms may decide to integrate horizontallya€”by buying up competing firms or increasing capacitya€”or vertically by buying facilities that tend to come earlier or later in the chain.
Sometimes, it may also be useful to have different brands or businesses that serve different segments. Sometimes, it may also be possible to obtain a€?synergya€?a€”a situation where two assets together may be worth more than the a€?sum of their parts.a€? For example, a seed manufacturer might be able to buy a chemical firm that supplies fertilizer used in the process of producing the seed and be able to use some research and development investments in both processes. KFC, for example, prides itself on the slogan of doing only a€?chicken right.a€? It is possible for firms that specialize to gain considerable economies of scale, including considerable bargaining power because of large quantities purchased.
Therefore, it may be dangerous for a farmer to put a€?all [his or her] eggs in one basket.a€? For this reason, a farmer may produce several different crops or may even produce both produce and meat. Many commodities would be sold through auctions where the price would be set by supply and demand. Cooperative organizations may be set up to run storage elevators or milling operations rather than contracting with outside firms to provide these services. Few consumers today are aware of the prickly pear, however, but farmers who grow this cactus plant would like to market it as a way to decrease a€?bad,a€? low-density cholesterol without reducing a€?good,a€? high density cholesterol levels.
For prickly pear growers, simply getting more people to know that their product exists will be a challenge.
These objectives need to be reasonably specific and manageable; thus, merely saying that the goal is to maximize profit is not enough. Improving quality, for example, might be achieved either by increased research and development, the use of higher quality materials, or by investing in new manufacturing technology. Even a successful strategy must be frequently re-evaluated to address changing market conditions such as change in competitor strategies, costs of materials, or changes in consumer tastes.
The amount of output available from other farmers, from imports, or the extent to which other products represent good substitutes affect the supply side.


Since the same commodity from different farmers is considered identical, the farmer can in theory sell all his or her product at the market price but cannot sell at a higher price. It’s been an incredible experience so far and definitely the most fun project I have worked on in my career yet. In B2B not only is there more money on the line, buyers often have to justify a purchase to their boss.
It’s a piece of marketing content aimed directly at the hottest prospects in your pipeline. A lot of that thinking has changed both because of apparent changes to the Google algorithm, as well as changes in the way buyers behave online where they are increasingly bombarded with not just too much content, but too much crappy, irrelevant and downright useless marketing content.  Getting found by prospects on the internet is (finally) becoming less a matter of sneaky tricks to game Google and more a battle to provide informative, useful content that prospects seek out, enjoy and gleefully share among their peers. Creating content that meets their needs at their particular point in their buyer cycle is the key to getting their attention. As a result, Prospects never make it to the point in the buying process where they are willing to invest in such meaty, solution-oriented content.
In addition, food marketing involves other kinds of challenges--such as dealing with a perishable product whose quality and availability varies as a function of current harvest conditions. In practice, there are few if any EDLP storesa€”most stores put a large amount of merchandise on sale much of the time. Some industries provide for large economies of scale, potentially resulting in a limited number of firms controlling a large portion of the total market.
For example, a firm that has experience in the retail industry might want to operate both a full-service retail chain that can charge higher prices and a discount chain that serves a more price sensitive segment. The firm can also spread research and development expenses across large volumes and can afford to invest in technology and research that allow superior quality and performance. On the average, this will probably be a less efficient strategya€”the farmer does not get to specialize, does not get the same economies of scale, and does not get as much use of each piece of equipment.
In many cases, cooperatives appear to come about not so much for economic savings but rather for ideological reasonsa€”farmers feeling in control of the process rather than having to deal with outside firms. Once more people know, a significant challenge is going to get more people to actually try the product. The most appropriate choice will depend on factors such as cost and effectiveness, but may also depend on risk. This strategy appears to have been used in marketing the Hot PocketsA® convenience products. Demand for the product can ultimately be traced back from the consumer through the value chain. A poor choice can cost the company big dollars and (often more importantly) damage the buyer’s reputation. Choose “Fill” in the Format Shape box then “Solid” or “Gradient” depending on the appearance of the object. The value chain--the extent to which sequential parties in the marketing channel add value to the product--is particularly important. It has been found that offering lower everyday prices requires a very large increase in sales volume to be profitable.
Where economies of scale are smaller, or where obstacles such as government regulations limit the size of individual firms, the market may be more fragmented. Wholesalers spread costs of distribution across numerous product categories and develop extensive knowledge of efficiency in distribution. However, in return, the farmer is less likely to be driven out of business by a disaster in one crop area. A farmer may notify an agent of what he or she has to send and one or more buyers can be approached.
This may be difficult to accomplish because of the high cost of the product and the vast number of choices of other products that consumers can consume. There may be a new technology that, if it can be perfected, would represent a large breakthrough but also carries a risk that it will not work. This means that there may not be reliable information about market prices available and that the buyer will have the upper hand in negotiations.
Today, processing and new distribution options provide increasing increasing opportunities available to food marketers to provide the consumer with convenience. Farmers may hire agents to negotiate and tend to focus on farming rather than getting into how to make and distribute butter and cartoned milk in small quantities. Buyers and sellers can then accept or reject offers that are being made at various times. A firm might like to reduce costs, improve quality, increase distribution channels, increase awareness, and improve consumer percpetion of the product at the same time. A larger firm may be able to shoulder such a s risk but for a smaller firm, the risk may be prohibitive.
If demand is expected to be high, prices will tend to rise; if less demand is expected, prices are more likely to decrease. The farmer could try to get bids from different buyers, but that will take a great deal of time away from the farmera€™s work of actually producing crops. Financial theory holds that it is usually not beneficial for stockholders if firms diversity. This is more efficient, but it also means that less will be known about market prices by at least some participants.
If a product category catches on, emphasis may then need to switch to brand differentiation and the firm may need to work on getting consumers to hold favorable beliefs about their brand. However, some of these objectives, such as reducing cost and improving quality at the same time, may not be compatible. Note that as a strategy is considered and potential complicatons arise, it may be necessary to reassess appropriate objectives. Sometimes, it may also be useful to consider margins per unit of space to best allocate retail space to different categories. The stockholders themselves can diversify by buying a portfolio balanced between different stocks. Large buyers that can invest in extensive market research often will know much more than small sellers about market conditions and thus have an advantage in negotiations. In later stages of the product life cycle, where most consumersa€™ opinions have largely been set, temporary sales increases, usually through price promotions, may be the only realistic objective.
The firm may also not have the resources to pursue all the other objectives at the same time. Sometimes, however, it may be difficult for a firm to find an opportunity to invest current earnings in the core industry, and management may be motivated to buy into other industries mostly as a way to avoid paying dividends that would be subject to immediate taxation. Since auctions in some markets now account for only a minority of commodities sold, the U.S.



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