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FALL12
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MARKETING?
Businesses like Kodak, General Motors, and Sears
seemed invincible at one time.
MARKETING
2
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MARKETING
In the long run survival of everybusiness is at risk.
MICROSOFT WAL-MART DELL --- no guarantee
THE ONLY THING THAT IS CONSTANT IS CHANGE
CUSTOMERS
Needs packaged milk
Demographics old/young ratio
Lifestyle mobile phone, diet foodConsumption bottled water
Behavior tech/business edu
COMPETITORS
New technologies pager
Shifting barriers china
ENVIRONMENT
Economic car loans
Political stability
Social shopping bagsTechnological VCR
3?12/09 cc
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MARKETING
So under this grim scenario how companies can survive?
4
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MARKETING
THE MARKETING PROCESS
UNDERSTANDMARKET &CUSTOMER
DESIGN AMARKETINGSTRATEGY
INTEGRATEDMARKETINGPLAN4 Ps
BUILD
CUSTOMERRELATIONSHIP
S
CREATE
PROFITS &CUSTOMER
EQUITY
5
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MARKETING
ELEMENTS OF A MODERN MARKETING
SYSTEM
SUPPLIERS
COMPANY(MARKETER)
COMPETITO
RS
MARKETINGINTERMEDIARIE
S
FINALUSERS
E N V I R O N M E N T 6
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MARKETING
What is a value proposition? P 9
?How the product will serve target customersHow it will differentiate and position itselfCW
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MARKETING
STARTINGPOINT
FACTORYEXISTINGPRODUCTS
SELLING &PROMOTING
PROFITS THRUSALES VOLUME
FOCUS MEANS ENDS
MARKET CUSTOMERNEEDS
INTEGRATEDMARKETING
PROFITS THRUCSTMR STFCTN
T H E S E L L I N G C O N C E P T
T H E M A R K E T I N G C O N C E P T
8
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MARKETING
SOCIETAL MARKETING
Consumer short-run wants vs Consumer long run welfare
IPM (Ciba-Geigy)SOCIETY
(HUMAN WELFARE)
CONSUMERS(WANT SATISFACTION)
COMPANY(PROFITS)
9
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LOYALTY
Loyalty is the single most importantdriver of long-term profitability.
LOYALTY = PROFIT
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MARKETING
CUSTOMER EQUITY P 22
HIGH
PROFITABILITY
SHORT-TERMCUSTOMERS
LOWPROFITABILITY
LONG-TERMCUSTOMERS
BUTTERFLIES
STRANGERS
TRUE FRIENDS
BLANKETS
CUSTOMER RELATIONSHIP GROUPS
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Immediacy in profits and results isdeceptive
RYK/MLTN mangoes
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MARKETING
CORPORATE & MARKETING
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CHAPTER 2
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MARKETING
STEPS IN STRATEGIC PLANNING
MISSIONFUNCTIONAL
STRATEGIES
BUSINESSPORTFOLI
O
CORPORATE
OBJECTIVES & GOALS
PP 35/36
14
mc1 13/09 c/c 15/9
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MARKETING
PLANNING AT DIFFERENT MANAGEMENT LEVELS
STRATEGIC PLANNING BY TOP MANAGEMENTDefine the business MISSIONSet corporate goals & objectives.Establish the business portfolio.Set strategic marketing direction.
BCG Matrix P38 15
mc1 13/09TACTICAL PLANNING BY MIDDLE MANAGERS
Develop tactical plan & strategies to achieve corporateobjectives.
OPERATIONAL PLANNING BY SUPERVISORYMANAGERS
Develop action plans to implement tactical plans.
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MARKETING
MARKET
PENETRATION
DIVERSIFICATION
MARKET
DEVELOPMENT
PRODUCT
DEVELOPMENT
EXISTING
PRODUCTS
NEW
MARKETS
EXISTING
MARKETS
NEW
PRODUCTS
THE PRODUCT / MARKET EXPANSION GRID
16c/c 19/9
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MARKETING
MARKETING STRATEGY?FIG.2.4 P45
MARKET SEGMENTATION
TARGETING
MARKET DIFFERENTIATION
POSITIONING P46
INTEGRATED MARKETING MIX FIG2.5 P46 17
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MARKETING
PRODUCTVariety
QualityDesign
FeaturesBrand namePackaging
Services
PLACEChannels
CoverageAssortmentsLocationsInventory
Transportationlogistics
PROMOTIONAdvertising
Personal sellingSales promotionPublic relations
PRICEList price
DiscountsAllowances
Payment periodCredit terms
TARGETCUSTOMERS
INTENDEDPOSITIONING
18mc2 13/09
m/c1 17/9
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MARKETING
PLANNINGDevelop Strategic
Plans
DevelopMarketing Plans
IMPLEMENTATION
Execute Plans
CONTROL
Measure Results
Evaluate Results
Take CorrectiveAction
S W O T A N A L Y S I S
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MARKETING
STRENGTHS WEAKNESSES
THREATSOPPORTUNITIES
INTERNAL
NEGATIVEPOSITIVE
EXTERNAL
SWOT ANALYSIS
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MARKETING
1 Secret formula, unique,difficult to copy plant andmanufacturing process.2 All managers &directors, close relatives.
3 High profitability.
1 Low credibility inmarket.2 Very estranged relations
with the largest consumer.3 Threat of imports from
China.4 High profitability.
1 Lack of professionalism.2Very old plant.
3 Resistance to change.4 All managers & directors,close relatives.
1 Monopoly in the market.2 Possibility of export - Turkeyand other M Eastern areas.
3 New emerging markets.4 Established name.
INTERNAL
NEGATIVEPOSITIVE
EXTERNAL
PESTICIDE CO.
21
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MARKETING
22CHAP 3
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MARKETING
MICRO ENVIRONMENT
The Company --- various departments
Suppliers --- or partners?
Marketing Intermediaries --- resellers, financial intermediaries, distributiocompanies, mktg srvcs. agencies
Customers --- consumer, business, resellers, government, international
Competitors --- positioning
Publics --- financial, media, government, NGOs, neighborhood,general public, internal public
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MARKETING
MACRO ENVIRONMENT
Demographics --- population size, density, location, age, gender race occupation
Economic forces --- factors that affect consumers buying power andspending patterns.
Natural Environment ---raw mats. avlblty., pollution matters, govt.attitude
Technological forces --- new technlgs. Create new mkt. opportunities
Political forces --- laws, govt. agencies, pressure groups, personal interests
Cultural forces --- core beliefs, secondary beliefs-are more open to change,respect of cultural values
24
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MARKETING
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RESPONDING TO THE MARKETING ENVIRONMENT
There are three kinds of companies
Those who make things happen
Those who watch things happen
Those who wonder whats happened
m/c2 17/9
m/c 1 20/9
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MARKETING
INFORMATION
GING MARKETING INFORM
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DATA
INFORMATION
KNOWLEDGE
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MARKETING
INFORMATION
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MARKETING
INFORMATION
KNOWLEDGE
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EXPLICIT TACIT
DISCUSS FIG.4.1 P 85Marketing Information System
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MARKETING
INFORMATION
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SOURCES OF MARKETING INFORMATION
Internal Data,
Marketing Intelligence,
Marketing Research.
MARKETING
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MARKETING
INFORMATION
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Internal Data
Consumer and market information obtained from data sources within thecompany.
Rcrds of Sales, Costs statemnt, Cash flows, Discnts policy etc. (Finance Dept
Productn Schedules Shipments and Inventories rcrds (Production/Logistics
Cstmr transactns, Demogrphcs, Psychogrphcs, Buying bhvior (Marketing)
Customer Satisfaction/service problems etc (Customer Service Dept.)
Channel prblms/opportnties, competitors activities etc. (Sales Department
MARKETING
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BUSINESS INTELLIGENCE?
Business Intelligence System is designed to
provide the manager with relevant information about
events and trends in the technological, economic,
political and legal, demographic, cultural, social,
and most important competitive arenas.
31
MARKETING
INFORMATION
MARKETING
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BUSINESS
INTELLIGENCE
Government/
Regulatory
Technological
Cultural &
Social
Demographic
Economic
Competition
32
MARKETING
INFORMATION
MARKETING
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MARKETING
INFORMATION
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Marketing Intelligence
Systematic collection and analysis of publicly availableinformation about Competitors and developments in
the Marketing Environment.
Media, Projects, Sales personnel interaction, Dust bins,
Garbage dumps (dumpster diving),Suppliers, Channels, Sellers records (Radio Frequency Identification)
RFID
MARKETING
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MARKETING
INFORMATION
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Marketing Research
Systematic design, collection, analysis, and reporting of data
relevant to a specific marketing situation facing an organizatio
MR facilitates understanding of different marketing-related
phenomena e.g. purchasing behavior, customer perceptions about
various things and issues, characteristics of a particularpopulation, market potential, market share, effectiveness of
various marketing programs, media effectiveness etc. etc.
m/c 1 24/9
MARKETING
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MARKETING
INFORMATION
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Defining theProblem and
Research
Objectives
Developing theResearch Plan for
collecting
information
Implementing theResearch Plan----
Collecting and
analyzing the data
Interpreting andreporting the
findings
T H E M A R K E T I N G R E S E A R C H P R O C E S S
m/c 2 20/9
MARKETING
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MARKETING
INFORMATION
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EXPLORATORY RESEARCH
DESCRIPTIVE RESEARCH
CAUSAL RESEARCH
Secondary Data Primary Data
MARKETING
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MARKETING
INFORMATION
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Observational Research
Ethnographic Research
Survey Research
Experimental Research
Focus Group Interviews
Depth InterviewsSAMPLINGTypes of samplesTABLE 4.4 P 100
MARKETING
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MARKETING
INFORMATION
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM)Managing detailed information about individual customers
and carefully managing customer touch points in order
to maximize customer loyalty.
CibasReps. visits to farmers farms...
Essential information about large farmers.
United Airline employees initiative
RFIDs use in CRM.
m/c 2 24/9
m/c 2 27/9 rpt.
MARKETING ETHICS
&
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SOCIAL RESPONSIBILITY
ADVERTISING & PUBLIC RELATIONS
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