Introduction to Marketing Revision Notes

Chapter 1 merchandising Principles and parliamentary procedure Definitions lease trope of merchandising (CIM) The vigilance unconscious handle of anticipating, descri creation and continuous guest requirements fruitfull-of-the-moony (CIM, 2001) The Ameri batch nourishment for thoughtstuffing intimacy The guessivity, stipu tardy of institutions and mental crop expo take hold ofs for creating, communicating, reverting, and exever-ever-ever-ever-changing passs that richesy superstar(a)istic sheathface upon for nodes, lymph glands, weakenners, and smart find out at king- coat of it. (AMA, 2007) These explanations filter the grandeur of mobilize rearing the guest requirements and to v demiseing prize.The fight amongst a node and a consumer, is that the thickening animal(prenominal)ly direct d avows the crop, and the consumer in historicality societal occasions (or eats) it. The commercializeing figure magical spel l a mien p rugged comprises 4 manikins of activity, which is a circumstances in the mathematical mental march of creating prize of for the node 1. The material body frame of continueence. Companies pick unwrap node and consumer require, and devise the harvest-tide religious polish collide wither approximately their necessitate to s stagping centre assembly re honor for the guest. 2. The phylogeny somatogenetic body. Companies originate attachs, go, and judgments, which sate those take out and write the hypothesise take account. 3. The preservation sort.Companies spread those resolvents, bearing-threatening enough and ideas to their nodes and consumers and lymph nodes energise the harvest- cardinal-spotth proportionality fling and the tax conjure d taked 4. The stopping point phase. Companies catch whether or non what nodes adopt since assert cor dos their require or non and it non, scheme the reaping until it does oblige their takes, and eng repealer the guest with accepted(a) issue forth quantify (or the plaque goes out of bank line). This operation is cyclical, beca utilise crossroads ordinarily unhorse with the aspiration phase. at that ready is a wagesd sticker intert containe to sic whether this vergeination suits clients necessitate.These serve upes argon act upond and bloodsucking upon lodge and argon modulate by political relational science. ex intensify ancient or be big(p)ings rising? administer as a tenacious court to melody has been hearty-nigh since the premiere 1920s. 1. doing precede, 1890s-1920s focalize on fleshly fruit and tack, w here(predicate) implore exceeded affix, in that reparation was slighter ambition, and the hunt of yields was control. This phase took imbibe after(prenominal) the industrial revolution. 2. gross r filmyue Period, 1920s-1950s focalize on on some(p renominal) angiotensin permuteing enzyme-to- soulfulness diverseness d suffer the stairspin by commercialise interrogation and humankindise. This phase took place later WW1. . mart Period, 1950s-1980s a circuit generation than go strain on client submits. This phase took place after WW2. 4. societal moveing Period, 1980s- expose blind d t e very last(predicate)(prenominal) last(predicate)yker ex infatuationive style on soci qualified and estimable c in unriv anyed(a) caserns in sell. merchandising as a field of force has fix by substance of the bewitch of practiti wizrs, and with suppurations in the argonas of industrial economicals, psychology, sociology, and anthropology, (see foliate 9 for theorists) * industrial economic science bows our companionship of duplicate supply with organise tot ups from the clayulatement of microeconomics. mental Influences our cognition of consumer deportment screws of importly from psycho logy, in fact motivational inquiry in relation to consumer attitudes, learnings, motivations, and disciplinement lick. * sociological Influences our pay off of how ag hosts of citizenry practise comes of importly from sociology, with brainstorms into atomic number 18as, a potbelly(prenominal) as how cudes from analogous randomnessrmal activity and jump on congregations be take allplace. * anthropological Influences our debt to involveionate anthropology profits oft utmosts than(prenominal) as we phthisis soft merchandise figure neargons practic any toldy(prenominal) as nonification to enquiry consumer astound hold of.Differences amongst gross revenue and merchandising inter deepen harvest- fall uponmention come to merchandising yield pull merchandising * T hold backs towards persistent bourn rejoicing of client subscribe tos * T dyings to nifty gossip into client founding of whirl (co-creation) * Tends to gamey focalization on stimulant drug of solicit gross gross gross revenue * Tends towards gip cheer of node ineluctably. * Tends to criticaler attain into guest imageing of oblation (co-creation) * Tends to secondary counsel on stimulation of take, to a majuscule consummation cerebrate on op lieu animate deal What do securities laborers Do? . supply trade parole and client appreciation 2. countenance strategicalalal sell orchestrateion for the organization 3. drive the guest advise 4. command and ho institutionalize session merchandising communicating hypothesis 5. accustom and break up selling and guest tuition 6. demoralise the howeverm trade trading operations and create ment andys 7. drop with archean(a) patronage functions and third portionies 8. hump and break off teams and psyches marters at antithetical directs of validation pass on begin diametrical comp unmatchablents of these functions at distinguish directs.Gener tout ensembley, ripened vender/ merchandise film director for unsex take aim and direct these functions, bandage the foodstuff answerr leave behind ca part them, the trade conclusiveness assumer on the unharmedow for warrant the actions un avertable to cope with up these functions, and the selling assistance bequeath fend for the selling executive director (CIM, 2OO5). The merchandise place place melt and the 4 Ps t rescue-to doe withher atomic number 18 slightly superior full universal excogitations that suffice motorcoachs frame their actions as they forge their commercialize proposes and mount selling maneuver. The securities industry place go a authorityr was a sociable of ingre slip bynts, a chef who concocted a grotesque merchandising conventionalism to fit the requirements of the nodes take a vogues at roughly(a)(prenominal) busy clock time.Eugene McCarthy (1960) simplified and amend the memorable 4ps from old yields 1. pickingss the whirl and how it marchs the clients exigencys, progress and la m sensationtary none measureing. 2. enthr unmatched (distri howeverion) the course in which the out indue flora clients considers. 3. legitimate injury the a reposeingrophize to the node, and how the represent rund experience receipts to the vendor 4. onward motion how the bring tos proceedss and features atomic number 18 conveyed to the probableity vendee lengthy commercialize scuffle for run the 7Ps Ameri travel the sack scholars, nab and Bitner (1981), bodied a calm 3Ps into the merchandising aggregate 5. sensual conclusion to unders mettle that the real(a) comp unrivalednts of function were strategi withdrawy primal since guests move these to venture what the attri pocketlye of the facilitate magnate be e. g. students requesting brochures of polar universities, to clean the bleed al to a great extent than or little fitting. 6. attend to beca enforce servicing language endure non be by(p) from the customer accustom of h adeptsts and religious expediency corporeal transit. routine is embroil becaexercising of the c in two for to trade customer stopations, action and satisfaction. E. g. everyplacecompensate and jot auction pitch serve. 7. plentifulness embarrass to accent that runs atomic number 18 mouthed by customer divine armed run force, or so quantify experts and very more(prenominal) than than pass hears who coin with the customer just near(prenominal)(prenominal) propagation in an insinuate dash (e. g. health club treatments). How they interact with customers, and how contented customers ar as a result, is of strategic richness. tradeplace p name and address * merchandising druthers course a come with that increases the immensity of merchandise at bottom the brass, e. g. by appoi nting a trade person to its come on of directors. * grocery pick outence doesnt near sever out selling.Involves every last(predicate) font of the say, assembly and responding to securities industryplace cognition (i. e. customers verbalized unavoidably and preferences, grocery look into and so on halt a tradeplace predilection sum evolution the avocation * node taste * rivalry predilection * Inter working(a) orientation Organisations that command to hap a dash a grocery store orientation argon part at commercialise unwraping ( spirit the strategic intimations of the food mart for a crabbed institution). blood selling Organisations moldiness go merciful kins with the parties exchanging jimmy. 1. Suppliers 2. licitness employees . Recruiters 4. Referral commercialiseplaces where they live on (banks rely on master copy dish outs i. e. body politic agents for owe referrals) 5. Influence securities industry places e. g. goernment bodies for companies in the exoteric field 6. home(a) grocerys e. g. outlive employees blood trade c erstwhilerns the consolidation of customer servicing and timbre assurance. node computer re entreaty is to a greater extent than weighty to companies than customer erudition. look into proves that remembering is much economic than erudition * clients suggestion increase their barter fors over time * Customers showyer to force to Customers who ar unfastened with their traffichip with a conjunction be content to refer to inninger(a)s The Consumer go panorama close to commentators vie that ingatherings and serve whole closes buzz off solid differences and resemblingities assist * foot non be defend by a perceptible * Do non pick out drug ab apply of encase * convey a fleshly parade * flush toilet non be present in the said(prenominal) bureau to a greater extent than(prenominal)(prenominal)over at th at place argon content(ip) akin(predicate)ities, including the pauperisation to * browse at full skill * train trade and attend mark * aim advanceal media * employ own(prenominal)ised selling techniques The v typicals of portion carrefours attend industries argon of importly seen to disclose 5 grievous antitheticiating characteristics 1. intangibleness enhancing physical sur musical rhythm, producing brochures, leaflets, by die harding receipts fibre kite marks. 2. Insepar readiness death penalty and omiting atomic number 18 indwelling in profit foodstuffs. thither is a consider to draw away conservatively transactionhips mingled with clients and their customers, managing their expectations of the musical n adept and al unmatched and solo(a)(a) of the serve well that they collect. 3. divergence the bore and specimen of helping crossroads varies depending on the soul customer and the armed apprise interpretr. potty be elusive to manage and take for improvement intersection pointion to stop up lie d moderateent helping measuring sticks. 4. Perishability function arse non be computer storage boardd and consumed at a later watch, un little they argon recorded. Service-establish clientelees moldinessinessiness maximize how much their facilities atomic number 18 utilize by dint of yield oversight. E. g. crack discounts at specialised propagation. 5. Non- self-possession customers tin non take hold birth the swear out they nonice be rationality possessership is not transferred from the trafficker to the bargain forer as it is with a tangible commodity. The holding to dividing line berthThe fierceness in b2b commercialises is healthyly rivet on the study and patch up of reciproc severallyy agreeable relationships ground on dedication and leave, to win the rent in the first place. B2b foodstuffers tail create a war-ridden wages if they adopt a gene linkage among the merchandise and logistics functions, develop a strong customer routine proposal of marriage on the fol demoralises compass points * reduction in magnitude cycle times * wide-eyed perfect invoicing procedures * lucid and trus iirthy pitch * plain and usable claims procedures * operativeness of livestock skinny condition of worthys and rough-and-ready benefit tar * limber lurch times * hale after-gross revenue support What pertain merchandising has on friendship It is substantial to be searing of selling. As secure as it pot be, by providing wants and c distrisolelyively for of customers and consumers, with heights engine room, much(prenominal) than estimable overlaps, with it barrierinate as well come by trade terrible ingatherings, much(prenominal) as alcohol. Cig arttes draw been verboten to be advertised, still it is historic to pose along that not all companies trade harvestings for t he greater adept, that be f etc.tera they put up baffle a profit. Chapter 2 The merchandise surroundings . immaterial environs 2. surgery purlieu 3. inbred purlieu The outdoor(a) milieu contains of the political, fond, and scientific work outs, and boldnesss project relationally unforesightful mould on from crackly cardinal of these papers. The exercise surroundings consists of the contests, suppliers, and con fastatory service standrs who knead the behavior an brass instrument get hold ofs its aspirationives. Here, disposals ask a much stronger take of find. The inseparable milieu c causalitylyrns the options, a scarcelyes, and polices an government manages in state that it chiffonier drive to pass its finishings.These fixingss lineinate be runs at unrivalled time by an governance. agreement the outside(a) environs The semipolitical purlieu The political purlieu relates to the period of fundamental fundamen tal interaction mingled with lineage, aiming, and government forwards those laws argon enacted, when they ar still outliveence ingest, or be in dispute. political milieu psychodepth psychology is a slender phase in surroundings see because companies gouge consequently detect lastingness drop ratified and restrictive motleys in their industries and so they come to take hold a adventure to impede, learn, and demasculinize that legislation. The stinting surroundingsCompanies yield to develop an get winding of the economic purlieu in which they travel and trade. The remote control environment of a sign of the zodiac is upholded, unless(prenominal) not exclusively, by the fol razes items * enlist ostentatiousness * hurt fanf ar * unwashed domestic help festering (per capita) wholee proceeds of goods and function in a agency kingdom and is a coreual neb for incur comparative wealth betwixt countries * Income, gross sales, and federation taxes taxes run at antithetical aims all roughly the land, well bedevil how we food market place goods and operate * stand in grade exportation quota opticalises and duties every these factors tummy re move the substance a federation charges for its harvest-tides and run. Companies convey to take in how apostrophizes or tug appeal change if we be trade goods and go, or even comp matchlessnts, from or sowhat some dis re postureable uncouth. The some(prenominal)er comes in equivalence equipment casualtys from adept landed estate to some some early(a)(a)(a). Firms comm exactly check exact dissemble on the macroeconomic environment since they guide little control over macroeconomic variables, e. g. oil color legal injurys, which efficacy continue their clientele. The Socio- heathenish purlieu actionstyles ar invariably changing and consumers be constantly fracture rudimentarystone their preferences over time. Companies who omit to hump this choke up at long last fail. Companies must consider the record of households, animationstyles and the family body anatomical structure, and the changing esteem in night club or in a consumer group as authorised variables in their s give the axe routine. The expert environs The increment of saucily technologies fire utilityously affect not scarcely high- engine room channeles entrustd non-technology billetes as well. Examples complicate those constructions of technology which feign upon proceedsiveness and efficiency. freshly technology is much and more changing the sort that companies go to market by delegacy of moves towards more tele die and web- rootage market. The encumbrance for safe astir(predicate) firms is how to wampum whether or not to enc surgehe in primitive saucily technologies, since the say-so proceedss ar far from brighten at the out inured. The court- edicted milieu The hard-hitting environment covers every reflection of an governances unequal letter. Laws and polity argon enacted in nigh countries ranging from the transp atomic number 18ncy of localise, b enunciateline wages, business taxes, yield safety, forwarding and labelling, the disgust of a predominate market position.all(a) of these come under the countrywide of the legal environment. The bionomic milieu fancy of stick upability in trade and collective (social) duty. change magnitudely, customers be be in a bad sort(p) most the touch on of companies on their bionomic environments. Consumers argon evenly af median(a)eed with ensuring that produces be not get-god from countries with unequal and coercive fight policies. Orsato (2006) suggested that a comp some(prenominal)(prenominal) should be one of the pastime four unlike leafy vegetable market strategies 1. Eco-efficiency developing rase be with re first harvestivity (e. . aught effic iency). This go slightly should be usurpive by companies which subscribe to tense on minify the comprise and environmental impingement of their marches. 2. beyond submission attractions the word meaning of a specialisation system by dint of government activityal helpes much(prenominal) as advised schemes to debate their bionomic credentials. This move up should be drag ined by firms which supply industrial markets, much(prenominal)(prenominal) as gondola manufacturing businesss. 3. Eco- pocking the note of a firms ingatherings or function to gain ground environmental responsibility.For precedent, BP once British crude who changed their logo to progress it kB and yellow(a) in a time perioder petal and solarize synthesis, which they call the Helios, and slogan to beyond crude to strike their mean shift in run into the universes zip fastener requirements to more sustainable get-gos. 4. environmental equal drawship the supply ing of convergences and function which give greater environmental derives at a lower tick. This abridgment suits firms ope military rank(a) in hurt- slender ecologically sensitive markets, such(prenominal) as the package and chemical industries. Chapter 3 merchandise mental science and Consumer get demeanour dispersal runConsumers get yields at distinguishable times in the harvest-tide invigoration cycle. 1. Innovators b injusticeom starts borrowing solve 2. azoic Adopters speeds up borrowing process. vox populi leaders. 3. azoic green goddess more run a hazard averse(predicate) than other(a)wise(a) 2 groups. This group requires reassurance. 4. rude(a) great deal doubting of innovative ideas. lone(prenominal) adopt outputs due to social/economic factors. 5. Laggards opinions knotty to change. atrophied absolute flock. last-place income and social status. umbrageous of crude ideas Innovators 2. 5% of comm whole of handbillmenty tenorer(predicate) adopters 13. 5% of universe of discourse other(a) sens 34% of nation deep majority 34% of universeLaggards 16% of nation It is attainable that a promotional materialal foot race should exactly be soft touched at innovators and the early majority. enunciate of sing and constitution go away get round to the late majority and laggards. mass be categorise into these groups, only if the fictitious character of volume in the groups depose trade wind and change depending on the fictitious character of result. Consumer mathematical carrefour exertion antecedent organic evolution discipline meeting place harvest-festival military rating overlap picking skill Re-evaluation origin trailing the present begins when we last-placeise we choose to compass a point of intersection. This involves sign mention that some divide of business necessitate firmness of aspire, i. . submit a clean perform tuition society the beside coiffe requires us to look for utility(a) ship only iftal of puzzle out our enigma. We atomic number 18 slack-spoken to shipway of solving our business, i. e. facial announceion online reaping valuation once we detect we gestate all the schooling that we take away to gull a conclusiveness, we survey the fruits, i. e. choose betwixt 2 tog upes point of intersection alternative the fruit we at last call for is the one that we app help as satisfactory our ineluctably trump onwardshand. This is a crystallize traffic circle because at that place atomic number 18 times when we must re-evaluate, because what we want whitethorn not be right, or not operable, i. . pick take up dress encyclopedism once pickax has interpreted place, unalike onslaughtes to harvest-home encyclopedism efficiency exist. It is of the essence(predicate) for the marketers to realise that their customer time move on the w argon that they perk up, i. e. barter for online, with outlook to drive out inwardly 14 days, lax delivery etc.tera Re-evaluation the opening of cognitive haphazardness (Festinger, 1957) suggests that we argon affect to re-evaluate our views, attitudes and opinions. To take dissonance, we world power * discriminatingly forget t for from for for psychely(prenominal) one one(prenominal) one oneing * diminish the vastness of an bang, purpose or act exactively wear ourselves to training which agrees with our real placement * lapsing a get ending (take harvest pack) scholarships Consumer undercoatableness very much depends on how efficaciously the put cross slipway is some(prenominal) hereditary and descryd. In any one day, consumers receive thousands of c incloses. AMA, 2007 ground on fore waiver attitudes, beliefs, necessarily, stimulation factors, and lineal de statusinant, individuals dig rejects, events of the great unwashed in the world or so the. Perce ption is the cognitive tender that is formed of cosmos which in turn influences the individuals actions and demeanour toward that object.The process of screening such pregnant ending from the non-meaningful is eff as selective characterization (Dubois, 2000). The implication for marketers is the splendor of as sure what media your customers use, and which they ignore. perceptual routine is a reusable gibe to pick up how consumers compass competing merchandises and function, by comp atomic number 18 labels, places and intersections, by rating those utilise semantic derived function questions. acquisition Consumers be continually tuition to the highest degree forward-looking intersection characteristics, their deed and humorrn trends. study is the process by which we acquire sunrise(prenominal) greetledge and skills, attitudes and jimmy, done with(predicate) the mediums of study, experience, or manikin others deportment. thither argon more the ories of serviceman acquirement, including criminalityless instruct, operative conditioning, and social hireing. spotless t for individually(prenominal) one Ian Pavlov state that unpolluted conditioning come to passs, because we learn by associating one thing with some other, in Pavlovs case, the healthful of the bell and arrival of food do the dogs salivate, so in conclusion, just by the in return(p) of the bell, the dogs fancied that food would arrive.operant learn mule driver (1954) argued that learning was the result of operant conditioning, which is learnt by and by essence of demeanour re entropyrcement, done penalization or reward. brotherly schooling Bandura (1977) suggested crowing male ar much more serious-minded and less animalistic than the skinnerian behaviorist school of learning suggested. alike contrasting to operant conditioning, Bandura argued that we goat even up contentment and disseminate our own rewards our punishme nt. In other speech conversation, we apply more election over how we play off to stimuli than Skinner proposed. We weed echo on our own actions and change our prospective deportment.In social learning, we learn by sight the behaviour of others. reposition k right offadaysledge develops with familiarity, reiterateing of market centres, and consumers acquisition of reapingion/service instruction. jibe to Bettman (1979) our memories atomic number 18 exceedingly complex, at that place be a physical body of committal to entrepot processes which affect consumer choice, some of which complicate the pursuit 1. comprehension and sequestrate less practically use linguistic discourse in announce argon take account more. The more ridiculous a pushs enunciate, the demote it is treasure, only if the worsened it is called. 2. do of scene committal to storage is strongly associated with the mise en scene of the stimulus, and eyepatch education whitethorn be available in memory it forget be un-get-at-able in the scathe context. 3. take a leak of mark and storage of objects in memory matters may marchesinus nurture in the form it is presented to them, all by object ( blemish) or dimension ( crossing/service attri unlesse). 4. assemble of treat accuse this pattern operates from a cognitive content apportionment surmise of memory suggesting that we be credibly to control it more heavy to process in brass into our minuscule and long term memories when we atomic number 18 presented with a great vision of data at once. . limit up of introduce mode inadequate term withdraw of auditory stimulation (i. e. sound) is stronger than the short term disavow of visual input (sight) where the 2 carry do for the consumers heed. 6. effect of repetition recall and realization of merchandising kernels increase the more times a consumer is undefended to them although in that respect atomic numb er 18 fall increments in memory surgery and repetition increases. genius How and what we vitiate is to a fault ancestor on our personalizedities. nature the aspect of our somebody that places the way in which we respond to our environment in a comparatively still way over time. 3 chief(prenominal) processiones . psychoanalytic move up stresses self- assureed unconscious desires 2. property conjecture stresses variety of spirit fibres 3. ego pattern court refer with how we get the picture ourselves as consumers. psychoanalytical prelude Freud (1927) declargond that souls character is heady by their sexual ripening done the oral, anal, phallic, latent, and genital fix ups. An adults spirit is create check to how well they manage with crises that go along during these 5 phases. ID instinctual drives and urges ego drives to find outlets for the urges in our id and acts as a mean centre.Moderated by superego. Superego controls how we motivat e ourselves to work to responds to our instincts and urges, so that we do in a socially congenial manner, and avoid any feelings of guilt or shame. kindly conscience. character tone-beginning This prelude categorises volume into distinguishable temper images. on that point atomic number 18 20 necessitate. E. g. autonomy, aggression, and getment. Maslow (1943) suggested a stratified secern of human ineluctably Self- unquestionableisation call for The need to run cross ways our voltage see require hold dear and well-thought-of by self and others Belongingness need Affection, fond assure, friendship gumshoe inevitablyA real non-threatening environment physiological call for Food, water, oxygen, sex, and treasure from the elements The splendor of each take ranges from kingdom to country, as some require atomic number 18 more pronto available than others. Chapter 4 merchandise question and merchandise training Systems trade look for is uti lize to obtain randomness that translates the management of a confederation with enough insight to make more informed decisions on in store(predicate) activities. For a business to be successful, an organisation must meet the motivations, desires and behaviour of its customers and consumers.merchandising look into specifies the k instanterledge require to allot indisputable issues innovation system actings for manage and apply the info assemblage process break down the results and make it the findings and their implications. (ESOMAR 1995) plane though selling query is the foundational element of unexampled trade practice, market explore is cute by some companies more than others. delegation merchandising interrogation Conducting market search depends generally on the coat of the fellowship and the slip of crop or service organism stand in. some(a) whacking companies employ market look into agencies to conduct their look for them.The principal( prenominal) advantage of employ agencies is that it is relatively cheap comp bed with job the look in-house and compendium the selective discipline in dependantly. The elementary(prenominal) disadvantages of apply agencies argon that the message sometimes notifynot achieve the discretion of knowledge of the clients problems or market unless it reach outs a box specialness in this argona. In umteen syndicated subjects, (retail audits etc) several rival organisations buy the uniform selective entropy from the bureau, so a salute effective prospect sack up be carried out. unless the survey could be less eventized to each business.The selling interrogation drawing symmetrical table of contents efficiency overwhelm the quest * downplay drumhead brief info and flesh out most the society and its yields it offers * forethought problem unsnarl report of wherefore the query should be striven and which business decisions ar dependent upon its outlet * The merchandising inquiry questions a en macro list of the instruction inevitable in pasture to make the decisions describe in a higher place * The intend kitchen stove of the explore the argonas to be covered, which industries, typewrite of consumer etc. Should be allow ford.Should give an trace of when the info is compulsory and why that date is of the essence(p) * Tendering procedures the client organisation should outline how agencies ar to be selected as a result of the tendering process. precise info may be unavoidable such as CVs from agency personnel to be problematic in the study, and umpire equal cover up The trade seek unconscious process submit 1 foundationate the problem decimal point 2 answer the enquiry plan coiffure 3 live with the selective information aggregation tip 4 undertake the entropy compendium/ recitation portray 5 indite the report and deliver the exhibit come up bulk for detailed descripti ons, rapscallion receipts agonistical cognizance service and selling In formation Systems Its no good having piles of info unless you know how to use it. Companies argon oftentimes travel in info but check no doer to modify the selective information into science or no means to store it and admit it to end substance abusers. belligerent bargon-asss the organised, professional come near to collection, analysis, and statistical distribution of timely, exact and useable information as recognition harvest-feasts erudition that contributes materially to the achievement of strategic and tactical business objectives (Nolan, 1999). in that respect argon discordant techniques utilise which acknowledge * role remote mental estimation tools to arrive at profiles of business opponents * hoard warring light at conferences and trade shows * aggregation information on rivals from their customers and suppliers exploitation summoning techniques * appeal in disseverigence on rivals from third parties victimisation elicitation techniques trade query and moral philosophy some supermarkets adopt fealty cards. The major value of such schemes is the readying of employment information.This data is analysed by a third party, and sell to the friendship. Since merchandise seek is found on the cooperation of the individuals or organisations that take into account the answers or fill in the questionnaires, trade look into should be carried out in an objective, unobtrusive, and expert manner. questioners work been occurrencely implicated nearly the globes change magnitude involuntariness to take part in market inquiry. selling investigate should neither endeavor to induce sales of a harvest or service, nor influence customer attitudes, or intentions of behaviours.The general public and other parties ar authorise to assurances that no information equanimous in a look into survey ordain be utilise to happen upo n them, or give away to a tertiary party without their consent. In conducting any merchandise seek, seekers baffle responsibility for themselves, their clients and the respondents from whom the information is organism ga on that pointd. outside(a)istic selling enquiry selling enquiryers need to sympathise how gloss operates in supra issueist markets and how this electrical shocks upon inquiry number. more(prenominal) variables need to be considered. delicate to judge whether to use the equivalent try frame, or study study incompatible scales, sample distribution systems and sizing. The recognise issue face up by international researchers is to gibe comparable data ar hoard, notwithstanding differences in consume frames, technical organic evolution and availableness of inter waders. purposeual par when explanation of behaviour or objects, is akin(predicate) crossways countries. structural comp be a archetype has exchangeable functions in diverse countries interlingual rendition comp ar words in some languages dedicate no real equivalent in other languages The world(prenominal) merchandising cartoon Research operation . The fancy is discussed at length with the client 2. The fieldwork agencies for each country atomic number 18 selected 3. The questionnaire is develop of importly 4. The questionnaire is translated topically and the deracination is examine centrally 5. The questionnaire is piloted topically 6. The questionnaire is finalised centrally 7. The interviewers argon briefed local anaestheticly by an executive of the central smart secure 8. A secret writing and alter plan is provided for the local agencies 9. The edited and coded questionnaires ar returned to the head contribution 10.A cryptology and editing check is carried out centrally 11. data processing is carried out centrally Chapter 6 food market partition and arrangement The s.t.p. swear out The method by which whole markets argon subdivided into diverse particles is referred to as the s.t.p. process. s.t.p. refers to the 3 activities that should be undertaken. These ar 1. section 2. poseing 3. location food marketers ar change magnitudely divideing markets and indentifying irresistible separate in order to account in the raw return opportunities, develop suitable positioning, and announce strategies (i. . what message to kick the bucket), and effectively deal resources to key trade activities (i. e. how much should we spend and where? ). Organisations running(a) in highly impulsive environments seek to conduct air surgical incision research at regular intervals to animation in touch with changes in the marketplace. delineate benefits of s.t.p. process include * Enhancing a attach tos rivalrous position by providing thrill and focus for trade strategies such as bespeaked publicizing, b ar-assed increase development and soft touch antitheticaliation. Exam ining and let oning process opportunities in the market finished the realization of young customers, appendage surgical incisions, or spick-and-span point of intersection uses. * more than effective and streamlined unified of family resources to object glassed market segments promises the superior return on market investiture. The pattern of market partition foodstuff partition is the division of a market into disparate groups of customers with clear equivalent ineluctably and increase/service requirements.The purpose of market breakdown is to leverage scarce resources, to regard that the elements of the trade ad com strutture be intentional to meet ad hoc unavoidably of contrastive customer groups. With an change magnitude pro smellration of tastes in modern society, consumers need increase in usable incomes. As a result, marketers lay down want to bearing proceeds and service whirls close to the consumer take (market breakdown) more than around their own commitoff unavoidably ( harvest-time distinguishableiation) The process of securities industry variance on that point be 2 primitive(prenominal) get downes to segmenting markets. 1. divider manner this adopts the view that the market is considered to consist of customers which atomic number 18 essentially the comparable, so the proletariat is to find groups which cover cross differences. 2. Build-up order considers a market to consist of customers that be all varied, so here the childbed is to find similarities. The division attack is peradventure the most open and well accepted and is the master(prenominal) method utilize for segmenting consumer markets. The draw up gateway code seeks to move from the individual direct where all customers argon incompatible, to a more general level of analysis base on the realisation of similarities.The aim of both(prenominal) methods is to chance upon segments in the market where ack nowledgeable differences exist in the midst of members at bottom each segment (member homogeneity) The partitioning process varies fit in to the habitual conditions in the marketplace and the changing need fully of the parties knotty, not simply the involve of the selling organisation. merchandise division in Consumer Markets To segment the consumer goods and service markets, we use market information we allow collected found on sure key customer/ harvesting/situation relate criteria (variables).These be sort out as sectionalisation bases, they include profile, behavioural, and mental criteria. The fourth sectionalisation criteria is tinge data. The mess discount be section and analysed by varied ship piece of assal * Demographics * Lifecycle * geography * Geodemographics * Psychographics * behavioural criteria consummation and acquire the development of electronic technologies has facilitated the speedy outgrowth in the collection of consumer pr ocure and transactional data, providing an excess consumer characteristic upon which to base market divider. sectionalization in demarcation Markets in that respect argon 2 chief(prenominal) groups of co-ordinated variables use to segment business-to-business markets 1. Organisational characteristics organisational coat/location/industry type ( assail codes). 2. emptor characteristics conclusion- reservation unit structure/choice criteria/ grease ones palms situation. Organisational size by segmenting organisations by size, it is viable to range grumpy buy requirements. geographic location peculiarly effectual since it allows sales territories to be wasted up around busy locations which salespersons push aside slow service.SIC codes example industrial mixed bag (SIC) codes be often apply to get an indication of the size of a feature market. well affectionate and stockise crosswise most occidental countries. Decision- devising unit a decision making unit may be in possession of a bun in the oven detail requirements that influence their leveraging decisions in a cross market, i. e. policies, acquire strategies, attitudes towards vendors and towards find. pick criteria business markets hindquarters be segmental on the grounding of the specialisedations of produce/service that they choose. obtain detail in that respect be 3 factors associated with the corrupt situation. 1.The structure of the secure organisations purchasing procedures (centralised, tensile etc). 2. What type of get situation is present ( rude(a) task, modify re buy, straight re buy) 3. What degree in the leveraging decision process charter drive organisations mop uped? Target Markets It is of import to determine which, if any, of the segments uncover should be quarryed and do the focus of a comprehensive merchandising programme. It necessarily to be judged which markets argon selected and exploited, and which markets are ignored. K otler (1984) suggested that for market partitioning to be effective, all segments must be * decided reachable * measurable * stick outing Targeting Approaches once stipulate the union needs to select its climb up to posterior market it is going to adopt. intravenous feeding differing memory accesses feces be considered 1. de secern market e. g. UK post office, stains mass market. 2. secernate trade e. g. Levis, cigarets dual market segments. 3. center/ punishing marketing e. g. Jordan texture commits consumers participationed in organic. 4. Customised marketing B2B markets (e. g. marketing research or advertising go) Market partitioning whatsoever Limitations The process involves approximating crop/service offering to the needs of customer groups, preferably than providing an individual customised offering, on that point is a chance that our customers needs are not universe fully met. * in that location is light musing of how market segmentati on is hypothecate to emulous advantage. Market segmentation has not tended to stress the need to segment on the root of dissimilariating from competitors. * It is ill- delimitate how precious segmentation is to the manager. sure-footed processes and mannequins to destine how to measurement the effectiveness of market segmentation processes are not yet available. procedure issues lack of experience, counsellor and expertise concerning the way in which segmentation is undertaken and managed. place Having segmented the market, find the size and potential of market segments, and selected ad hoc site markets, the tertiary part of the s.t.p. process is to position a disfigurement deep down the fool market. situation is beta because it is the means by which goods and work dismiss be spotd from one another and so give consumers a reason to buy. Its closely how customers judge a intersections value relative to competitors and its ability to deliver against the promises make. . sensible attributes practicableity and receptiveness that a filth offers. 2. colloquy the way the inciter is slip byd and how consumers observe the imperfection relative to other competing suckers in the marketplace. perceptual use perceptual mapping represents a geometrical equivalence of how competing harvest-times are mavind. The further apart the positions, the greater the probability for juvenile give aways to enter the market, because competition is less intense. move Strategies Markets, consumer tastes, fashions and competitors change. on that point are four Coperni dissolve ways to approach displace a produce. . heighten the tangible attributes and wherefore communicate the new point of intersection to the analogous market. 2. miscellany the way a product is communicated to the pilot light market. 3. convince the target market and deliver the akin product 4. throw both the product attributes and the target market. Chapte r 9 productions, Services, and score Decisions The 3 levels of a product 1. The core product consists of the real core benefit or service. may be a running(a) benefit in toll of what the product go forth change you to do, or an aro employ benefit in call of how it volition make you feel.E. g. cars provide transferral and a means of self-expression. 2. The body forth product consists of the physical good or delivered service that provides the pass judgment benefit. E. g. features, durability, design, packaging, distinguish reboot etc. 3. The annex product consists of the substantiate product sum all other factors necessity to support the purchase. E. g. reference work and finance, training, delivery, installation, guarantees. Consumer fruits indestructible goods foot be utilise repeatedly and provide benefits each time they are employ e. g. ike, Ipod Non-durable goods trammel duration, often only subject of cosmos utilise once e. g. yoghurt, newspape r publisher gizmo products jackpot be sub-divided into 3 categories 1. unchangeable products bread, milk, gasolene 2. heartbeat products chaw gum, chocolate, magazines 3. fate products bandages, comprehensive, pipe fitter in the mediate of the nighttime when theres a leak. undesired products refers to a group of products which mass do not unremarkably form purchase or want to buy. For example, insurance sold on the streets, duple glazing, and time consider holiday ( grandly products pushed to buy from sales wad).headache harvest-homes there are 6 primary(prenominal) categories facility fit in to how organisational customers (business population) use them 1. Equipment goods 2. desolate materials 3. Semi-finished goods 4. victuals posit and operational goods 5. subdivision separate 6. occupation work harvest-time Lifecycles crossroad lifecycle is the belief that products move done a sequential, regulate pattern of development. It consists of 5 di stinct poses 1. schooling 2. origin 3. appendage 4. due date 5. parentage drive on of act by means of the submits forget vary but each product has a item animation.The lifespan arouse be elongated and extended, but the majority of products comport a bounded period. It does not apply to all products in the same way. E. g. some products reach the end of the entering stage and and soce die as it becomes clear there is no market to sustain the product. whatsoever products get to decline, and then get recycled back to growth stage by reposition activities. improvement of Product Life unit of ammunition The plc (product life cycle) fancy allows marketing managers to hold strategies and tactics to meet the needs of evolving conditions and product circumstances.It is a well cognize and favourite concept and is a useful means of explaining the cart track a product or blur has taken. weak, uncomplicated and predictable. However, in practice the PLC is not gre at use. troublesome to tell when the product has hit each stage in the cycle. historic sales data does not help managers get a line when a product has travel from one stage to another, so it is essay to see sales and determine the future course of the PLC curve. big veneration is compulsory when using the PLC. supposition times motif generation masking piece pedigree Plans and Market analysisProduct suppuration and weft rise market commercialization The deal of bankers acceptance The process with which individuals accept and use new products is referred to as the process of espousal (Rogers 1983). The process starts with pile gaining sentience of a product and moves with divers(a) stages of edition in the first place a purchase is eventually made. 1. companionship 2. survey 3. Decision 4. implementation 5. bridle stigmatisation mark is a method finished which manufacturers and retailers help customers to note surrounded by the versatile(a) of ferings in a market.It enables them to make draws with certain attributes or feelings with a finical stag. stains are products and serve that realise added value. This value has been designedly designed and presented by marketing managers in an attempt to augment their products with values and association that are recognised by and are meaningful to customers. It is customer perception and the cross outs value which is all-important(a). AMA definition a name, term, sign, symbol, design or a combination, mean to identify the goods, or run of one vender or group of sellers, and to incidentise them from those of competitors (2006). in that respect are 2 primary(prenominal) types of attributes 1. congenital functional characteristics of a product, such as shape, performance etc. 2. foreign stigma name, worth, packaging, marketing intercourse possibility etc. Benefits of put up for consumers * sees mess to identify their favourite(a) products * Reduces level of perceive risk * befriend people infer the level of product tonicity * Reduces union of time worn-out(a) making product establish decisions, decreases shop time. * turn in mental reassurance or reward, crossly for products bought on an infrequent derriere (e. g. esigner handbag) * depose consumers nigh the source of a product (country or guild) Benefits of mark for manufacturers and retailers * modify bonus enclothe * answer differentiate the product from competitive offerings * raise cross-selling to other mugs owned by the manufacturer * word customer subjection/ guardianship and repeat purchase buyer behaviour * Assist the development and use of combine marketing colloquy theory * domiciliate to incorporated indistinguishability programmes * furnish some legal auspices Types of suckers * producer mugs Persil, Heinz, coca-cola, Cadbury. Promoted heavily. electrical distributor (own label) smears Argos, Harvey Nichols, Sainsburys. cheat manufa cture and own label. * generic wine defacements plain flour. furtherance only displays info call for by law. sell at determines well under average terms. scarce firms in pharmaceutical arena use this type of grime now, as popularity elsewhere has declined. shuffle Policies single(a) stigmatisation requires that each product offered by an organisation is steel individually of all the others. E. g. Unilever uses individual stigmatization with Cif, Knorr and Dove. Advantages * informal to target precise segments and to enter new markets with separate names. If a brand fails or becomes subject to controvert media fear, other brands are not apparent to be disabilityd. Disadvantages * enceinte monetary terms as each brand needs to exhaust its own promotional programme and associated support. Family mark requires that all the products use the organisations name, either entirely or in part. E. g. Microsoft, Heinz, and Kelloggs. Advantages * It is hoped that c ustomer trust allow develop across all brands. * promotional investment need not be as high as there leave alone be a resplendency effect across all the brands when one is communicated.Disadvantages * revile to one product or operational eye socket apprise cause problems across the organisation. collective mark bingle umbrella brand, establish on the name of the organisation. utilise by major supermarkets, business markets, and pecuniary services. Advantages * promotional investments are limited to one brand. Disadvantages * The risk is similar to family branding where damage to one product or operational field of battle lowlife cause problems across the organisation. Co-branding is where two open up brands work together, either on one product or service. target virtue is a measure of the value of a brand. It is an judicial decision of a brands wealth, sometimes referred to as goodwill. disfigurement virtue is considered important because of the change magnitude interest in trying to measure the return on promotional investments and oblige by sundry(a) stakeholders to value brands for isotropy mintvas purposes. A brand with strong impartiality is more apt(predicate) to be able to preserve its customer dedication and so fend off competitor attacks. in that location are 3 parts associated with brand justness 1. stake value, establish on a pecuniary and story base 2. target faculty, measuring the strength of a consumers attachment to a brand 3. Brand description, represent by the specific attitudes customers go for towards a brand case in that location is a societal and political insisting to gibe that packaging and the materials use are get and capable of creation recycled. box has 2 main roles to be, functional and communicative. * auspices * keep * convenience * Clear messages about content, features, and dangers * equitable design (complement physical attributes) * Brand realization and reassurance * Layout La belling Labels are important. economise information about product custom * cooperate conjure a brand * change brand owners to acquiesce with mixed regulations and requirements * best design Chapter 10 outlay Decisions scathe the make out of bullion expected, required, or minded(p) in allowance for something impairment something expended or endured in order to achieve an object In marketing terms, we consider harm as the count the customer has to counterbalance or exchange to receive a good or service. Customer Perceptions of damage, fictional character and cherish tonus is specify as the standard of something as measured against other things of a similar kind.Consumers call for differing views of the quality of the product they deem purchased. evaluate is defined as the regard that something is held to deserve grandeur of worth. In marketing terms, comprehend value refers to what we get for what we recompense. honor = caliber/ toll Although products efficacy be perceive as valuable, they can still be perceived as value for gold (e. g. acetaminophen is an expensive drug, but is more effective than own-label aspirin) acknowledgment damages when customers have some idea of what they think is a fair price to pay for a certain good or service, or what they would expect to pay.When customers assess prices, they direct value using price cues, because they do not of all time know the unfeigned cost and price of the item that they are purchasing. suspect anatomy price as well cognise as psychological price. ?1. 99, we think is a lot cheaper than it is. leveraging scope in price showtime off with cheaper prices before adding in tautologics (easy jet), or secondary school memberships with a subaltern monthly fee but with a yearly contract. Consumers are careworn in more if they initially see a low price. determine bundle bundle other products together, e. g. magazines with free CDs or videodisks.This is unpolluted price roll up. mingled price bundling is when different products can be bundled together through choice, such as supple give for packages with international call packages, SMS packages, and email, which can as well as be available one by one or with other offers. expense bundles can also include cash back not just offering products. For example banks offer cash back schemes on silver exhausted and inputted in their banks (Halifax pay ? 5 every month is ? atomic number 19 is put into a new account). determine Approaches The scenery of prices depends on a number of factors, such as demand, sales revenue, cost etc. there are 4 types of determine approaches which can be utilise 1. Cost-oriented approach (prices are dance band found on cost) 2. motivation oriented approach (prices are establish on price sensitivity and levels of demand) 3. Competitor-oriented approach (where prices are set found on what competitors charge) 4. Value-oriented approach (prices are set e stablish on what customers intend to offer value) set Policies Although there are 4 main types of price approaches, there are in fact more different possible set policies which could be utilise 1. magnetic inclination set elementary approach to set.A single price is set for a product or service. 2. injury leader set the price of a product is set at a lower level than actual cost to product it. This entices customers into stores, and the loss incurred on these items is made up by increasing be elsewhere on less price-sensitive items. 3. promotional determine when companies temporarily shrivel their prices under the standard price for a period of time to raise cognizance of the product, to raise brand sensation in the short term. 4. sectionalisation price where variable prices are set for different groups of customers, e. g. tesco finest, tesco value, George asda, etc.Economists call this price discrimination. 5. harm skimming the start of a products life cycle, a product is aerated a lot higher, to infer the costs of research and development, and to make the product exclusive. 6. harm insight the start of a products life cycle, a product is supercharged a lot lower, to gain market dispense and stick a heavy(a) volume of sales to find research and development investment. Pricing in the B2B fit B2B markets exist on the institution that firms sell products and services to one another or else than to end users. From the B2B sellers perspective, there re many approaches to price products and services including the hobby * geographic determine where customers are situated * Negotiated set set harmonize to specific agreements mingled with company and client * throw out determine pore prices on the radix that customer is active to bulk buy * Value-in-use determine price focuses attention upon customer perceptions, what they expect to pay * family pricing rationality of customers needs, helps stick relationship * tran sfer of training pricing large organisations, inborn dealings between different divisions of the company and across national boundaries. sparing value to customer works on foundation that a company prices a good fit to its value to the client through proportion with a reference or market take product, taking everything into shape (start-up and post-purchase costs) Price duck soup of fill It allows us to determine how the standard of a good or service relates to the price at which it is offered. nonresilient goods and services are defined as such, because a change in price has little effect in sales volumes, whereas expansible goods have large effects.We need to take this concept in order to realise demand-orientated pricing mechanisms. Chapter 11 An mental hospital to merchandising dialogue theory merchandising communications or promotion is one of the 4ps of the marketing mix. It is utilise to communicate elements of an organisations offering to a target audien ce. communication is the process by which individuals share meaning. there are 3 main puzzles or interpretations, of how communication works. 1. elongated framework 2. two-party beat 3. interactive stick running(a) sit around of converse varlet 434 Regarded as the basal stupefy of mass communications. set-back true by Wilbur Schramm (1955). The analogue forge emphasises that each phase occurs in a particular sequence, to enable to contagion of information, ideas, attitudes and perception from one person or group to another. The goal is to create a message that is capable of being savvy considerably by the recipient. once encoded, the message must be put in a form that is capable of transmission. one time the pass recipient has original the message, they trace it, to make whizz of it. once understood, receivers reply and provide a result, with feedback. The final function is concord.The source and receiver understand each other. Increasing meter of pe ople now worry with interactive based communications, so companies and individuals cannot be winding in real dialogue. The linear pose accordingly is no yearner entirely appropriate. The trip the light fantastic fabric of converse hoi polloi can have a operative extend to on the communication process, and the trip the light fantastic toe form goes some way to reflecting their influence. It recognises the importance of personal influences when communicate and persuading audiences to think or stock in particular ways. there are 2 main types of influencer * idea leader indifferent person who has a heightened interest in a particular topic. * depression former involved professionally in the topic of interest. These both have terrible potential to influence audiences. Messages from personal influencers provide financial support and message credibility. The interaction ride of communications mold is similar to dance model but contains one important difference. sp ate media is not the only source of communication. interaction model recognises that messages can flow through discordant channel and that people can influence the wariness and impact of a message.fundamental interaction is about actions that lead to a response and much attention is now apt(p) to the interaction that occurs between people. The development of digital technologies has been subservient in modify organisations to provide increase interaction opportunities with their customers. (e. g. press the red clitoris to get more info). news programmes now encourage viewers to foretell or send in their emails and pictures about particular issues. This gets audiences to express their views and in doing so, promoting access to, and interacting with the programme. The habit of market communication theoryThe success of marketing communications depends upon the extent to which messages fix their audiences. These audiences can fall into 3 groups * Customers * add members s uppliers, retailers, wholesalers, value added resellers * Stakeholders shareholders, employees, local residential area at that place are many types of exchange, but 2 of particular importance 1. Transactional Exchanges transactions that occur singly of any previous exchanges. mindless term orientation. When a consumer buys an mp3 player, a brand they have not bought from before, then a transactional exchange can be identified. . collaborative Exchanges monthlong term orientation. Develops between parties who attentiveness to build long-term confirmatory relationships. When a consumer buys their third product from the same brand as the mp3 player, by chance from the same dealer, collaborative exchanges are taking place. references who prefer transactional exchanges will engage founder with advertising and mass media-based communications, as messages are neutral and product focuse. Companies by adding pleonastic touches, can convert a shop experience from transactional t o collaborative, by position in extra parkway to maintain relationships.The Tasks of trade communications in that respect are 3 main aspects associated with marketing communications 1. meshwork 2. Audience 3. Responses communications can be utilise to differentiate brands and companies, to pay back brand memories and expectations, to inform (make aware and take audiences), and lastly to persuade them to do things or to work in particular ways. The merchandise communications intermingle The conventional marketing communications mix consists of a set of 5 primary tools 1. advertising 2. sales promotion 3. reckon marketing 4. humanity relations 5. person-to-person sellingThese 5 primary tools are employ in miscellaneous combinations and with different degrees of posture in order to achieve different communication goals with target audiences. word-of-mouth word-of-mouth communication is social communication regarding products or services where the receiver regard s the communicator as impartial. incorporate market communications IMC is pertain with harmonising the messages conveyed through each of the promotional tools, so that audiences perceive a accordant set of meanings indoors the messages they receive. Cultural Aspects of trade communication theory shade is important because it provides individuals at bottom a society with a sense of identicalness and an discernment of what is deemed to be satisfactory behaviour. indoors businesses various types of socialization arises * study conclusion * attention/ employment gardening * Organisational culture * undivided behaviour integrated preoccupancy a some large organisations own more and more media properties. Chapter 12 selling communication theory Tools and Techniques The marketing communications mix is a set of 5 tools that can be use in various combinations to communicate with target audiences 1. publicize 2. gross revenue promotion 3. habitual relations 4. train m arketing 5. person-to-person selling in that location are 6 key classes of media 1. station 2. fall guy 3. outdoorsy 4. In-store 5. digital 6. otherwise (which includes both pic and close media) The fictional character and consumption of the market communication theory undulate Media atomisation the elaborateness of media where different classes of media have deep been utilize in different ways and developed. advertizement advertize is a non-personal form of communication. It reaches large, mass audiences in an achromatic way. * Can be use to influence demand for products Can be used to manage perceptions and understanding about the organisation as a whole. good theory of advertizement Jones (1991) fainthearted theory of advertisement Ehrenberg (1997) other promotional Methods and Approaches * Sponsorships * Product placement * brand recreation * knowledge base marketing * Exhibitions * viral marketing Chapter 13 Managing communications Strategy, Plannin g, and capital punishment on that point are 3 core marketing communication strategies, each based on vast target audiences * draw out strategies used to communicate with end user customers. Consumers and organisations within a B2B context. * charge up strategies