1) Size (of the market)
2) Composition of the size
3) Tendency (is the market growing, decreasing, etc)
4) Competitors
4.1. Sales
4.2. Distribution of sales
4.3. Tendency
5) How they sell

6)

Value chain
- 1 kg of pellets /10 cents
-> final product/$10
- Water example (video) -Module 1 What is supply chain management
- NEWSPAPER
1) Trees 2)Cutting 3) Transportation; trucks, ships, trains
4) Paper factory 5) Warehouse 6) Printing 7) = Newspaper
Knowing your Government Customer- Charlie Wilson's War
 Know their intentions, future plans
 Procurers() Influencers() End Users()

SWOT-ANALYSIS (EUROPEAN UNIVERSITY)

11.7.2012 Muistiinpanoja

• Segmentation system...

MARKETING COMMUNICATIONS MIX
 Advertising - Anypaid form of Nonpersonal Presentation by an Identified Sponsor o Reaches many buyers, expressive impersonal
 Personal Selling – Personal Presentations by a Firm’s Sales Force
 Sales Promotion – Short-term Incentives to Encourage Sales
 Public relations – Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity
 Direct Marketing – Direct Communications With Individuals to Obtain an Immediate Response

The Changing Communications Environment
 Marketers Have Shifted away from mass marketing, less broadcasting (too expensive)
Integrated Marketing Communications
 Slightly different ad, for instance, on TV and on the Internet (different target groups or INTEGRATED)
PERSUADE – INFORM – REMIND

Recognition – Awareness of name, benefit and package
Preference – Consumer will buy if available...evoked set
Insistence – Will search for; must have

Brand loyalty
 Reduces marketing cost
 Creates entry barriers
 Generates a positive image
 Provides time to respond to competitor moves

(What is Branding.mp4)
BRAND NAME SELECTION
1. Suggest benefits and