Title: BSBMKG401A Profile the market and BSBMKG404A Forecast market and business needs WEEK 3
1BSBMKG401A 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
2Review underpinning knowledge Customers buy
- Physical products
- Benefits
- Product with the best features
- What we tell them
- Click the button by the best response
3Not quite right
Try Again
4That is right!
Next question
5A marketing strategy is
- Product and market
- Advertising and product
- Market and mix
- Sales and advertising
- Click the button by the best response
6Youll do better on the next try
Try again
7Good answer!!!
Next question
8Draw and correctly label a marketing mix diagram
- Check your answer when finished
Check answer
9Marketing mix diagram
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10Element 404A 1 Build and maintain
networksIndustry structure and contacts with
key players
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11Assignment 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.
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12What 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.
13What kinds of networks do you have?
- formal, informal,
- business,
- personal, professional,
- individuals, groups,
- organizations etc
14What is the difference between
- Formal and informal
- Group and individual
15What 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
16Australian 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
-
17Others in the value chain can influence what
happens in the industry
18Industry bodies
- Link people with experience and expertise in
similar areas who want to share information.
19Some 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)
20Trade 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
21Professional 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
22Professional 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
23Community influencers
- Local
- special interest
- newsletters, chat rooms, newsgroups
- web sites
24Communication 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?
25What 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
26Assignment 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.
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27Miscellaneous 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/
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