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The site compiles real exam questions from recent tests to bring you the best method of preparing for the AHIP exam. The test questions database is continuously updated in order to deliver the most accurate resource, free of charge. However, premium access for the AHIP exam offers additional benefits that may be preferable in your studies. This will allow some demonstration of work and products available and provide a space where projects can be discussed, planned and contracts signed.
This provides a level of customer service that clients like when considering such large projects and expenses. Competitors: Various kitchen renovation companies in the neighbouring areas work purely from a showroom for the sales and planning stages, so Canterbury has an advantage in service.
This gives Canterbury a larger target market as well as being able to offer clients more services for their home upgrades. A pricing strategy outlines how prices will be set and how much flexibility there will be for individual prices. It includes details such as discounts, specials, package deals and moving old stock. Example Canterbury Renovations is a new business so there are no existing marketing activities in place.
There is no brand awareness in the renovation market. A graphic designer has developed a logo, business cards and letterheads ready to promote the business, and a website is underway. West Homes advertises in lifestyle magazines with some success but this is an expensive option. Balwyn Kitchens sponsors a feature section in the local paper each month and uses signage and letter box drops t o promote their services.
Each business has different requirements so you will need to consider the size of your business, what service level is required and hours or operation to determine how many staff you need.
Example Canterbury Renovations has collected a team of dedicated and qualified staff. The proprietors have experience in the industry but need training or experience in managing staff. They are providing training for all staff into the preferred service technique and style for the business. They will also join the Master Builders Association and attend a number of relevant industry courses. Trade shows will be attended and subscriptions will be made to relevant business and trade magazines.
As staff notice deficiencies in certain areas, these will be identified and addressed through a formal training strategy. Procedures can be for activities such as dealing with complaints, preparing quotes, serving customers, answering phone calls and emails and equipment use.
However, they have written a set of guidelines for all staff outlining expected behaviours such as cleaning a work site at the end of each day, being helpful and courteous to customers and being punctual to work sites. As part of the business planning process, the proprietors made notes of procedures and will employ the services of a professional writer to create an operations manual. Example Canterbury renovations staff will all wear a work shirt with the business logo on the left pocket.
This will identify them as part of Canterbury Renovations and present a neat, uniform team approach. Once premises are finalised, they will be set up specifically to suit the showroom requirements. Showroom staff will be required to keep the showroom neat and tidy at all times and to be welcoming to customers entering the showroom.
This part of the marketing plan is an overview of your key markets and predicted major changes on those markets that will impact on your business success.
Essentially, you need to consider what opportunities and threats may arise out of the changes you expect in the next 6 to 12 months or longer. Allow for factors such as new regulations under consideration, interest rate fluctuations, changes in market characteristics and technological advances. Example Canterbury Renovations understand that the internet is a powerful marketing tool so they are creating a website as an electronic brochure.
They also make use of email by providing an email address on all documents and for all staff. Senior staff, such as project managers, will also be using a palm computer and a mobile phone to make sure they are contactable and have all required information when visiting clients. The building and renovation industry is doing well at the moment with interest rates staying at manageable levels and no new building regulations are under consideration. There are many older homes in the area so Canterbury Renovations have a lot of potential for work in the foreseeable future.
There are other renovation companies and builders in the area as competition but some are booking projects up to 6 months in advance so the area has work available for a new business. Many of the people in the area are double income families where time is a bigger concern than money. You should chase success, because with success money follows.
Having that discipline and perseverance is really important. Be unwavering and relentless in your approach. Nobody goes undefeated all the time. If you can pick up after a crushing defeat, and go on to win again, you are going to be a champion someday. Bring your best to the moment. Then, whether it fails or succeeds, at least you know you gave all you had. We need to live the best that's in us. If I'm told that it can't be done, then I push harder.
If I believe in something, I sell it, and I sell it hard. Make your friends before you need them. If you lose sight of that goal, you have to get out. You can't live long enough to make them yourself. Just get on. Brokeness will have you making it work. The book has collected different points of views from 50 different Digital Marketing experts. Description: It is a medium sized book for any moderate reader. It fairly focuses on different modules of Digital Marketing.
Hence, the learner can go for it and learn Digital Marketing Fundamentals as well as generating Marketing Strategies for businesses. Description: It is a very small sized book. You can read it while traveling, or in a waiting room. A quick glance could be given before any presentation for reference. Description: It is also a small booklet. It is a PowerPoint document. It holds the belief that the purpose of marketing is to sell more products to more people, more often for more money in order to make more profit.
The philosophy is applicable with unsought products. The job is not to find the right customers for your product, but the right products for the customers. In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential m consumers.
The starting point is always the consumer. History attests to many products that e. This system is basically the four ef Ps renamed and reworded to provide a customer focus. In this way it is able to attract more customers and retain the existing. Secondly, marketing must be embraced by other departments i. To foster teamwork, the company carries out internal as well as external marketing.
External marketing is directed at people outside the company while internal marketing is the task of hiring, training and motivating employees to serve customers well. In this sense, a firm's m marketing department is often seen as of prime importance within the co functional level of an organization.
Information from an organization's marketing department would be used e. As an example, re a marketing department could ascertain via marketing research that consumers desired a new type of product, or a new usage for an existing ef product. The production department would then start to manufacture the good, llo while the marketing department would focus on the promotion,. Additionally, a firm's finance department would be consulted, with respect to securing appropriate w funding for the development, production and promotion of the product.
Private firms should achieve profits only as a consequence of creating superior customer value, by satisfying customer needs better than competitors. Emphasis is placed on the needs. Company first determines 2. Company first makes the product customer needs then decides then decides on how to sell it.
Management is sales volume satisfy the needs oriented. Management is profit oriented. Planning is short term oriented, 4. Planning is long term oriented in in terms of current markets and terms of new products, markets products. Focus is on the needs of the 5. Focus is on the wants of the m seller.
Product planning to match re 7. High pressure selling to sell products with demand. Profits are through customer nl 9. Profits are through sales volume. Thus holistic marketing is an approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities. There are four components of the holistic marketing concept, i. Relationship marketing ii. Integrated marketing iii.
Internal marketing iv. It has the aim of building and mutually satisfying long term relationships with key parties i. It builds strong economic, technical and social ties among these partners. Relationship marketing involves cultivating the right kind of relationship with the right stakeholder groups. Its ultimate outcome is the building of a unique company asset called a marketing network.
The two key themes of e. Many different marketing activities are employed to communicate and re deliver value. All marketing activities are co-ordinated to maximize their in complimentary effects.
The design and implementation of any one marketing activity is done with all other activities in mind. Internal marketing; Holistic marketing incorporates internal marketing lo ensuring that everyone in the organization embraces appropriate l marketing philosophies and principles especially senior management. Social responsibility marketing; Holistic marketing incorporates social w responsibility through understanding and implementing broader societal concerns for ethical, environmental, legal and social aspects of marketing activities and programs.
The effect and cause of marketing clearly extends beyond the company and the consumer to society as a whole. Social responsibility also requires that marketers carefully consider the role that they are playing and could play in terms of social welfare.
That l. He should get equal value for money. Concepts of social responsibility m i. Profit responsibility co ii. Stakeholder responsibility iii. Societal responsibility e. Profit responsibility; It holds that companies have a simple duty i. Stakeholder responsibility; This concept focuses on the obligations an l. These constituencies include customers, employees, suppliers and w distributors.
The firm must build and maintain long lasting beneficial w relationships with important stakeholders. Societal responsibility; It refers to the obligations that organizations have to the preservation of the ecological environment.
General public concerns about the environment and public welfare are represented by interest and advocacy groups such as the Greenpeace movement, an international environmental organization. Green marketing; It is a concept whereby a company produces goods or services which do not pollute the environment i. Green marketing takes many forms e. Shell Oil Company which produces lead-free gasoline. Technologically improved means of lo communication, transport, and production led to relatively reduced l.
But in spite w of these changes, most industries concerned themselves with sales i. In the middle of the 20th century onwards some suppliers started thinking of adjusting their products and prices to reflect customer requirements, hence the start of marketing orientation of business. This was further triggered by the 2nd world war, which created an increased demand for most manufactured goods. The development and evolution of marketing can be looked at from the following stages; 1 Production-orientation era; Goods were scarce during this period of the industrial revolution s s.
Therefore buyers were willing to buy virtually any goods that were produced. Manufacturers had the idea that products would sell themselves, so the major concern of business was production and not marketing.
During this time the firms discovered that they could produce more m goods than they would be bought because production had been automated after the invention of many machinery and equipment. Marketers were more involved in designing and production of goods unlike in the past nl when they were involved only after the item had been produced.
External pressure such as w customer discontent, concern for the physical environment and w political- legal forces had to be factored in the marketing programs of firms. The marketer had to be concerned with creating and delivering a better quality of life and preserve the well being of the customer and society in general.
Marketing planning involves setting marketing objectives and deciding on the marketing strategies to achieve the objectives. Implementation is putting the plans into action. It involves day-to-day activities that translate the plan to work. Marketing control is essential because surprises may occur during implementation. Control is the process of measuring and evaluating the m results of marketing strategies and taking corrective action to ensure that objectives are attained.
It is aimed at answering the questions; What is happening? Why does it happen? How does it affect the firm? Events in the environment may cause a threat or opportunity, strength or a weakness. A strength is an internal asset that the organization possesses which is essential and is m lacked by competing organizations. The environment of the business consists of two main e. Tangible assets include financial, material, machinery and w personnel resources while intangible assets include corporate image w and company reputation.
Value chain analysis It is a way of looking at a business as a chain of activities that transform inputs to outputs that customers value. The following factors come to the fore; e. Culture describes the accepted norms of a society and will determine what people buy and consume. As nl a marketer it is important that we use technology to improve the speed and efficiency of doing business. To avoid product obsolescence and lo promote innovation, a firm must be aware of technological changes l.
Innovative use of technology can lead to possibilities of a new product, product improvements or improvements w in production and marketing techniques. The legislation is aimed at protecting companies from unfair competition, to protect customers from unfair business practices and for environmental conservation. Such actions reduce the profit potential of firms. However, others such as patent laws are designed for the benefit and protection of firms.
An industry is a group of companies that offer products that satisfy similar customer needs e. Analyzing competitive forces is aimed at the following; a Identifying business opportunities i. Competitive forces determine the profitability of an industry.
Different co forces are more prominent in shaping competition in each industry. The threat is dependent on w the barriers to entry and the reaction of existing competitors. When w barriers to entry are high, competition in the industry declines over time. The threat is greater where there is little or no product differentiation. Differentiation may be based on durability, more features, better packaging or after sales service. Bargaining power of buyers In some industries buyers can exert power to producers by forcing down prices, demanding higher quality or more after sales service.
They depend on some unique capability to achieve and sustain their low cost position e. A differentiation strategy requires that a company creates a product that is recognized as being unique, thus permitting the firm to charge a higher price or attract more customers.
Differentiation can be in the form of a unique product attribute or better customer service. The focus strategy involves targeting a particular target market and serving the narrow market than competitors who serve a broader m market. The idea is to achieve differentiation within the narrow market where the product is tailored to the unique demands of the smaller co market. A strength is a unique resource distinctive competence that gives a firm a competitive advantage in the market.
In cell 2 the firm has identified key strengths but faces an unfavourable m environment. In this situation, strategy would be to redeploy the strong resources to build long term opportunities.
The strategy would be to focus on eliminating the weaknesses so as to pursue the opportunities. Quantitative techniques are based on the analysis of data by use of statistical techniques. Qualitative forecasting techniques 1. Delphi method This is a method of developing a consensus of expert opinion.
A panel of experts is chosen to study a particular problem. Panel members do not meet as a group. They are asked to give an opinion about certain future events. Based on this information, the panel members rethink their earlier responses and make a second forecast. The same procedure continues until a consensus is reached. Executive judgment This is a method of forecasting based on the intuition of one or more executives.
The approach may work well where the forecaster has past market experience. A major demerit is that the forecaster may be too pessimistic or optimistic. Customer surveys In this case customers are asked what types and quantities of products m they intend to buy during a specified period of time. But this may only be possible where the business has few customers who may be able to co make accurate estimates of future product requirements.
The e. Sales force forecasting survey ef Sales people are asked to estimate the anticipated sales in their in territories for a specified period. Test marketing w It is useful for new products for which no previous sales figures exist. It becomes necessary to estimate likely demand for the product by testing it on a sample of the market. It involves the limited launch of a product in a closely defined geographical area e. The test market results can then be generalised for the whole market.
Quantitative techniques 1. Time series analysis This technique forecasts future demand based on what has happened in the past. The method assumes that historical data will form a similar pattern into the future. Regression modelling This is a forecasting technique in which an equation with one or more variables is used to predict another variable. The one being predicted is called the dependent variable and the other variables used to predict it are the independent variables.
The technique determines how changes in the independent variables affect the dependent variable. Once a relationship is established, future values for the dependent variable can be forecast based on predicted values of the independent variables. The process is aimed at understanding basic needs of customers and delivering products that satisfy the needs.
It puts a company to be m in a pro active rather than a reactive position. Approaches to planning w 1. Top down planning; this is where top management sets the goals and w plans for all the lower levels of management. Bottom up planning; it is where organizational units prepare their own goals and plans and set them to higher management for approval. Goals-down, plans-up planning; under here top management sets corporate goals and various company units then develop plans to help the company achieve corporate goals.
The plans have to be approved by top management. Corporate level; Large corporations often have several lines of businesses. The portfolio of businesses S. Us is often coordinated with a corporate strategy consisting of a common mission and goals. A corporate mission is the purpose of existence of the firm. It sets the overall direction for the firm. The firm may also have a vision which is a long term aspiration that the firm pursues and does not have to be accomplished e.
Goals provide strategic performance targets that the entire e. Business unit level; Strategy at this level establishes how an S. Each S. While a corporate vision is w something to be pursued, a mission is something to be accomplished. A business unit goal is a performance target the business unit seeks to reach in an effort to achieve the overall original mission. Functional level strategy; It is concerned with the implementation of the corporate and business unit strategies.
It entails the formulation of marketing programs i. Situation analysis SWOT 3. Implementing marketing programs 6. The mission should guide the firm toward product markets where customer needs and competitive conditions offer attractive growth opportunities.
It should also steer the firm away from industries and markets where strong competition or new technologies may pose m threats. The analysis tries to answer two questions; where are we now? And where do we want to be in future? Situation analysis is in three forms; environmental, industry and competitor analysis. Developing or revising marketing objectives These are formulated taking into account the internal and external company situation. Objectives may be such as adding new products, product modification, expanding the market size etc.
They revolve around product design, distribution, promotion and price. Implementing marketing programs This is the process that turns marketing strategy into action. It involves day-today activities that translate the plan to work.
Implementation control; It is the process of measuring the results of marketing strategies and taking corrective action to ensure that m objectives are attained. The marketing plan co A marketing plan is a road map for the marketing activities of an e. It can be developed for each business product or brand. Executive summary in It is a brief summary of the main goals and recommendations of the plan.
Company description lo The section highlights the recent history and successes of the firm. Situation analysis w It involves analysis of the current market situation, competitors, w customers and SWOT. Marketing objectives The section defines product and market objectives in the areas of sales, profits, market share, new products or new markets to be pursued.
Marketing strategies It describes the marketing mix actions that will be used to achieve the objectives. Each strategy is intended to utilize resources to respond to threats and opportunities to attain objectives. Action programs for implementation The section specifies the daily activities that translate the plan into action. It specifies what will be done, assigns responsibilities, schedules the work, sets timetables and allocates resources to every activity. Financial projections The revenue and expense effects of the action programs for implementation are projected to show the expected return on investment for the plan.
Evaluation and control m This section indicates how the progress of the plan will be monitored by setting performance standards, predicting problems and the corrective co action that might be taken. It is concerned with all management tasks e. It should be carried out periodically and not only during a crisis.
The auditor carries out an investigation of the marketing activities and develops a set of findings and recommendations for management. It in consists of everything the firm can do to influence the demand for its product. They are the variables that marketing managers can control w in order to best satisfy customers in the target market w The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.
Product The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.
Place Place or placement decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.
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