BSBMKG401A Profile the market and BSBMKG404A Forecast market and business needs WEEK 3 - PowerPoint PPT Presentation

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BSBMKG401A Profile the market and BSBMKG404A Forecast market and business needs WEEK 3

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Review underpinning knowledge from previous week: marketing ... newsletters, chat rooms, newsgroups. web sites. Community influencers. fcpro-03.ppt mar 03 ... – PowerPoint PPT presentation

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Title: BSBMKG401A Profile the market and BSBMKG404A Forecast market and business needs WEEK 3


1
BSBMKG401A Profile the market and BSBMKG404A
Forecast market and business needsWEEK 3
  • Review underpinning knowledge from previous week
    marketing strategy and mix
  • Element 404A 1 Build and maintain networks
  • Reference Rix ch 3
  • Activities
  • Assignment 1 due week 4
  • Misc. references

Review
Assgt 1
Misc ref
2
Review underpinning knowledge Customers buy
  • Physical products
  • Benefits
  • Product with the best features
  • What we tell them
  • Click the button by the best response

3
Not quite right
  • Click to try again

Try Again
4
That is right!
Next question
5
A marketing strategy is
  • Product and market
  • Advertising and product
  • Market and mix
  • Sales and advertising
  • Click the button by the best response

6
Youll do better on the next try
Try again
7
Good answer!!!
Next question
8
Draw and correctly label a marketing mix diagram
  • Check your answer when finished

Check answer
9
Marketing mix diagram
START
10
Element 404A 1 Build and maintain
networksIndustry structure and contacts with
key players
START
11
Assignment 1 20 Networking
  • Due week 4, March 10th
  • May be done in pairs.
  • Prepare a two page data gathering plan outlining
    how you would gather the information needed to go
    about building a useful contact network. These
    contacts may be formal, informal, business,
    personal, professional, individuals, groups,
    organizations etc.

START
12
What is Networking?
  • Network (n.) A fabric of threads, cords, or wires
    crossing each other at certain intervals, and
    knotted or secured at the crossings, thus leaving
    spaces or meshes between them.
  • Network (n.) Any system of lines or channels
    interlacing or crossing like the fabric of a net
    as, a network of veins a network of railroads.

13
What kinds of networks do you have?
  • formal, informal,
  • business,
  • personal, professional,
  • individuals, groups,
  • organizations etc

14
What is the difference between
  • Formal and informal
  • Group and individual

15
What is the industry?
  • a group of firms that offers a product, or class
    of products, that are close substitutes for each
    other. The set of all sellers of a product or
    service

16
Australian and New Zealand Standard Industrial
Classification (ANZSIC)
  • classification of businesses into 17 divisions
    then subdivisions, groups and classes.
  • all economic and production statistics gathered
    in Australia and New Zealand
  • business market segmentation
  • See pps 174-5 Rix 5th ed
  •  

17
Others in the value chain can influence what
happens in the industry
18
Industry bodies
  • Link people with experience and expertise in
    similar areas who want to share information.

19
Some examples of industry bodies
  • Business Council of Australia (BCA)
  • NSW Food Industry Training Council
  • Australian Industry Group
  • Institute of Chartered Accountants in Australia
  • Housing Industry of Australia
  • Construction Forecasting Council
  • Internet Industry Association
  • Seafood Services Australia (SSA)

20
Trade associations and publications
  • Trade association collect data about the
    associations markets and make it available to
    members and non-members (sometimes).
  • Trade publications often do this too
  • Many have their own research departments

21
Professional associations
  • People in a particular occupation or profession
  • Which ones are relevant to us?
  • Examples of Marketing Institutes and
    Associations
  • Advertising Federation of Australia
  • Australian Marketing Institute
  • Australian Sales Institute

22
Professional development provides networking
opportunities
  • latest trends and direction of the industry
  • Some examples
  • industry information seminars
  • industry training
  • technical information briefings
  • pre-launch activities
  • fairs and trade shows

23
Community influencers
  • Local
  • special interest
  • newsletters, chat rooms, newsgroups
  • web sites

24
Communication channels in the industry
  • How do you exchange information and ideas in your
    industry?
  • How can you build and maintain this network of
    contacts?
  • How can you build and maintain a network of
    contacts in another industry?

25
What industry bodies are relevant for our study?
How can we find out?
  • Secondary sources
  • Internet search engines
  • http//www.google.com.au/
  • http//au.yahoo.com/
  • http//search.goeureka.com.au
  • Directories
  • Yellow pages (hard copy, CD, net)
    http//www.yellowpages.com.au/
  • Business and industry directories
  • Magazines and business press

26
Assignment 1 20 Networking
  • Due week 4, March 10th
  • May be done in pairs.
  • Prepare a two page data gathering plan outlining
    how you would gather the information needed to go
    about building a useful contact network. These
    contacts may be formal, informal, business,
    personal, professional, individuals, groups,
    organizations etc.

START
27
Miscellaneous references
  • http//www.dogfood.com.au/
  • http//www.users.bigpond.com/tedroo/gang/links.htm
    l
  • http//www.yuppypuppy.com/
  • http//www.connex.com.au/
  • http//www.pedigree.com.au/

START
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