marketing and people

Created by: sarah
Created on: 19-04-19 15:18

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Business - Marketing and People
- Niche and mass
  - appeals to a small group
  - can advertise in more places
- market share
  - sales of x /total sales in the market x100
- dynamic market
  - something that is always changing
    - example: e online retailing
- Market research
  - product orientation> product is most important
  - market orientation > consumer is most important
  - primary research > done first time
  - secondary research > already found
  - quantitative and qualitative
    - numbers
    - feelings
- marjet segmentation
  - geographic
  - psychographic
  - religion
  - demographic
- design mix
  - price
  - function
  - aesthetic
  - competitive advantage
    - cost advantage
      - a business with skilled workforce
    - differentiation advantage
      - creating superior value for customers
- adding value
  - how a business adds value?
    - design> develop new tech
    - production> achieve good quality
    - marketing> creating product more desirable
- promotion
  - above the line
    - advertising to a mass audience
  - below the line
    - personal advertising
- pricing strategies
  - cost-plus
  - skimming
  - competitive
  - penetration
  - predotary
  - psychological
  - viral marketing
  - emotional marketing
- Branding
  - manufacturer brand
  - own label brand
  - how to set up a strong brand
    - usp,advertising ,sponsorship,social media
- Marketing strategies
  - product life cycle
    - 1.development
    - 2. intro
    - 3. growth
    - 4. maturity
    - 5.decline
  - Boston matrix
    - 1.star
    - 2.cash cow
    - 3.question mark
    - Untitled
- approaches to staffing
  - staff as an asset
    - someone who is seen as valuable
  - staff as a cost
    - they just keep business going
  - multiskilling
    - having a workforce that can move around
  - fulltime
    - works 35 hours
  - parttime
    - works fewert then 35 hours
  - temporary work
    - only needed for cover
  - outsourcing
    - it
      - purchasing and maintaining information systems
    - delivery
      - the business can hire an expenses to keep delivery problems off their desk
    - 4 fucntions
      - production
      - payroll
      - purchasing
      - delivery
- distribution
  - manufacturer to consumer
    - direct marketing
  - manufacturer>retailer>consumer
    - increases volume of sales
  - manufacturer>wholesaler>retailer>consumer
    - selling in larger quantities
  - manufacturer>agent> wholesaler>retailer>cosnumer
    - selling to another country
  - online distribution
    - can be sent all over the world
    - product service
      - you do not need to own somwthing to be able to sell it
recruitment process
- 1. identify vacancy
- 2. write job decription
- 3.write a person specification
- 4.advertise vacancy
- 5.candadties apply
- 6.shortlisted
- 7.interviews
- 8.candaties partipate in recruityment activites
recruitment selection and traning
- cost of recruitment
  - cost of adverts,cost of wage ,loss of productivity
- induction training
  - new workers giving training to ensure they are familiar with work place
- on the job traning
  - coaching or mentoring whilst being on the job
- off the job
  - work at home or courses to learn
financial motivation methods
- piece work
  - employee paid for final product
- commision
- bonus
- profit share
  - workers get more money at the end of the year if business makes more pfot then they thought

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marketing and people

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