Indholdsfortegnelse
Indholdsfortegnelse
Kapitel 1 – Markedsføring I En Succesrig Virksomhed ............................. 6
Koncepter ............................................................................................................ 6
Mærkevare ...........................................................................................................6
De 4 P’er ................................................................................................................ 7
Kapitel 2 – Virksomheden .................................................................................8
Virksomhedens Interessegrupper ................................................................. 8
Værdikæde .............................................................................................................. 8
Supply Chain ....................................................................................................... 9
E – Handel ..............................................................................................................9
Kapitel 3 – Strategisk Analyse.............................................................................10
Styringsniveauer ............................................................................................. 10
Den Strategiske Planlægningsproces................................................10
Ide ................................................................................................................................ 10
Plc ~ Product Life Circle........................................................................................10
Porteføjleanalyse ........................................................................................... 12
Boston Modellen.................................................................................................12
General Electric....................................................................................................14
Analyse Af Stærke/Svage Sider Og Muligheder/ Trusler ....... 16
Swot...............................................................................................................................16
Tows....................................................................................................16
Kapitel 4 – Fremtidig Strategi ................................................................................. 17
Mål .................................................................................................................. 17
Vækststrategier ...................................................................................................... 17
Konkurrencestrategier ................................................................................... 20
Kapitel 5 – Virksomhedens Internationalisering Og Globalisering................23
Eksportmotiver:...........................................................................................................23
Eksportbarriere: ...........................................................................................................23
Eksportberedskab:........................................................................................................ 24
Internationaliseringsprocessen: .............................................................................. 24
Globalisering Af Virksomhedens Værdikæde ....................................................... 26
Netværk................................................................................................................. 27
Kapitel 6 – Omverdensmodellen................................................................................29
Afhængig Omverden (Nærmiljø)................................................................................29
Uafhængig Omverden (Fjernmiljø).............................................................................29
Virksomhedens Reaktion På Omverden .....................................................30
Kapitel 7 – Konsumentmarkedet.................................................................................31
Konsumentmarkedet Og Producentmarkedet .......................................................31
S-o-r Modellen ............................................................................................................31
Forbrugerens Baggrund (I O’et)....................................................................................31
Købsadfærd ................................................................................................................. 34
Kapitel 8 – Producentmarkedet .................................................................................37
Producentmarkedet: ....................................................................................................... 37
Forhold Der Påvirker Købskrafen ................................................................. 38
Købsadfærd ............................................................................................................. 39
Transaktionsmarkedsføring Kontra Relationsmarkedsføring...41
Markedsføring På Producentmarkedet ................................................. 42
Kapitel 9 – Konkurrenceforhold...................................................................................44
Analyse Af Konkurrenceforhold .................................................................................. 44
Branche Og Konkurrentanalyse ....................................................................................45
Markedsføringsmæssige Konsekvenser Af Konkurrencesituationen ............ 47
Kapitel 10 – Den Konkurrencemæssige Position ................................................. 48
Markedsleder ...........................................................................................................48
Markedudfordrer .................................................................................................... 49
Markedsfølger .................................................................................................... 50
Markedsnicher ..................................................................................................... 51
Balancen Mellem Konkurrenceorientering Og Kundeorientering ..52
Kapitel 11 – Virksomhedens Informationssamling ..............................................53
Markedsanalyser ............................................................................................................. 53
Markedsprocessen ......................................................................................................... 53
Kapitel 12 – Markedsudvælgelse ..............................................................................58
Tilfældighedsmetoden ......................................................................................... 58
Nærmarkedsmetoden ............................................................................................. 58
Tragtmetoden .......................................................................................................... 58
Kapitel 13 – Model Til Analyse Af Markedsforhold....................................................61
Grundlæggende Forhold....................................................................................................61
Specifikke Produkt- Og Markedsforhold ..................................................................... 64
Konklusion ...................................................................................................................... 65
Kapitel 14 – Regioner Af Betydning For Virksomheden............................................66
Danmarks Eksport .................................................................................................. 66
Eu – Lande .....................................................................................................................66
Brik- Landene................................................................................................................66
Perspektiver Til Dansk Eksport Til Asien ....................................................67
Perspektiver For Dansk Eksport Til Nordamerika ................................. 67
Perspektiver For Danske Eksport I Andre Regioner .................................68
Kapitel 15 – Kulturelle Forhold ...........................................................................................69
Hvad Er Kultur..........................................................................................................................69
Kulturforskelles Opståen ...............................................................................................70
Systematisering Af Kulturforskelle......................................................................................70
Kulturmanagement ............................................................................................. 72
Kulturelle Forskelle I Fremtiden ..................................................................................72
Kapitel 16 – Segmentering Og Målgruppevalg................................................................73
Segmenteringsbegrebet ........................................................................................ 73
Konsumentenhed ...................................................................................................... 73
Segmenteringsprocessen..................................................................................... 73
Målgruppe Valg: ...........................................................................75
Segmentering Af Eksportmarked..................................................................................76
Kapitel 17 – Positionering .........................................................................................77
Differentiering ...................................................................................... 77
Positionering ..........................................................................................................78
Kapitel 18 – Standardisering Eller Differentiering Af Parametermix ...........79
Parametermix .................................................................................................. 79
Parameterstrategier ............................................................................................ 79
Differentieret Eller Standardiseret Parameterstrategi....................81
Kapitel 19 – Produkt Og Produktudvikling..................................................82
Produktbegrebet ............................................................................................... 82
Produktklassifikation ..................................................................................... 82
Emballage ................................................................................................... 83
Sortiment .............................................................................................................83
Produktudvikling ..........................................................................................................84
Branding ..................................................................................................................... 85
Produktet I Eksportsammenhæng..........................................................................86
Kapitel 20 – Serviceprodukter ........................................................................... 88
Serviceprodukter ..................................................................................................... 88
De 7 P’er.............................................................................................................89
Servicemanagementsystem (Smilk) ................................................................. 89
Kapitel 21 – Pris.............................................................................................91
Forhold Der Har Indflydelse På Prisfastsættelsen..............................................91
Prisfastsættelsesmetoder ................................................................................92
Prisstrategier ........................................................................................................ 92
Kundernes Reaktion På Prisændringer ........................................................94
Prisfastsættelse På Eksportmarkederne ..................................................95
Prisstrategier På Eksportmarkederne ............................................................96
Salgsbetingelser .........................................................................................97
Betalinger Og Finansiering: Se Side 563............................................................97
Kapitel 22 – National Distribution ......................................................................98
Hvorfor Mellemhandlere ......................................................................... 98
Distribution På Konsumentmarkedet...................................................99
Producentmarkedets Distributionskanaler .......................................102
Detailisten ............................................................................................................ 102
Grossisten ......................................................................................................104
Kapitel 23 – International Distribution ................................................................ 105
Distributionsanalyse ................................................................................................. 105
Distributionsformer Med Produktion I Hjemland .................................................. 106
Distributionsformer Med Produktion I Udlandet........................................................109
Valg Af Distributionsform...........................................................................................111
Kapitel 24 – Promotion ....................................................................................................113
Promotionparametren ......................................................................................... 113
Promotionformer ........................................................................................................ 114
Kommunikationsplanlægning....................................................................... 118
Promotionstrategi ................................................................................... 122
Promotion På Eksportmarkederne............................................................................123
Promotions Rolle I Fremtiden......................................................................................124
Kapitel 25 – Virksomhedens Samlede Parametermix ............................................ 125
Markedsføringsstrategien Styrer Planlægningen Af Parametermix’et ........... 125
Produktets Placering I Plc - Forløbet............................................................126
Kapitel 26 – Markedsføringsplan..........................................................................128
Markedsføringsplanens Generelle Indhold........................................................128
Markedsføringsplanens Elementer ...................................................................... 128

Uddrag
Global eller lokal

- Det kan lade sig at gøre at udforme global promotion
- Få virksomheder anvender dette
- Tilpas promotion så det kan anvendes lokalt i et land eller en region
- Hvis en virksomhed har en international ide som den forsøger at ændre til en lokal version, taler
om udtrykket: ”Think global, act local”

Promotions rolle i fremtiden

- Flere of flere virksomheder, flere produkter
- Hårdere konkurrence
- Virksomhederne bliver mere og mere omhyggelige med, hvordan de bruger deres promotion
- Vigtigere at differentiere sig
- De elektroniske medier vil komme til at spille en endnu større rolle inden for promotion