PRODUCT: design, technology, convenience, value, quality, packaging, branding.
PLACE: retail, wholesale, Internet, direct sales.
PRICE: strategies, skimming, cost plus/loss
PROMOTION: offers, advertising, endorsements, trials, free gifts, competitions, leaflets.
PEOPLE: employees, management, culture, customer services.
PHYSICAL: smart, run down, comfort, facilities.
PROCESS: how are services consumed (mostly relevant to service industries)?
Project Life Cycle
1. PROJECT DEFINITION- setting then project scope, agreeing goals/objectives, budgets, time scale.
2. PREPARATION AND PLAN- delivery of project, supporting resources.
3. FULFIL- carrying out project, risks, refer to budget
4. REVIEW- handing over the project and evaluation; positive and negative factors.
Types of Business Events
Routine and non-routine
Formal and informal
Trade fair stands
Types of Segmentation
Proper planning prevents poor event performance
Market research; the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation.
Quantitive Data, Qualitive Data, Primary and Secondary Research.
Purpose of market research- used to make marketing decisions
Strategic; informs major marketing decisions
Technical; better ways of carrying out marketing compared to what is currently offered
Databank; updates and makes new entries to an organisational database
Continuous; relates to the external environment and any conditions
Identity- who we are
Cognitive- how we think
Affective- how we feel
Behavioural- how we act
Attraction Selection Attrition Model (ASA)
Locus of Control Model (Internal or External)
Sales excluding costs...