Lecture 1:
C.Integrated marketing: Devise marketing
activities and programs that
create,communicate,&deliver value such that
“the whole is greater than the sum of its parts.”
(Communications, product&service),
PESTL: A.Political: impact of political
changes,terrorism and travel, Bi-lateral inte-
government relations: restrictions on
travel,Government policies.
B. Economic: purchasing power,luxury goods for
wealthy nations and new rich,Affordable luxury
for middle class age grouping. eg the milineals
.C.Socio cultural:lifestyle changes (money rich
time poor),Marketing to address ethical and
cultural diff. both domestic and overseas.value.
Marketing to milenials,buting behavior change
and preference.
D.Technological: online/omni channel retailing,
Data analytics(market stores),AI.
E.Legal factors: Laws of relating to setting up of
retail business- eg:licences,zoning.
Lecture 2
B2B: raw material to manufacturer to
Distributors and retailers(Company that buy from
other company).
Turf wars: to vigorously defend the firms market
share(it’s customer base)
& to prevent brand switching.
Competition in marketing: pricing-price wars,
place-opening new stores,
product-innovation&launching
new products,Promotions-using
advertising,publicity
and social media to gain awareness.
Segmentation bases: A. Geographic segmentations
B. Demographic segmentations
(segmentations by age, income segmentation,
segmentation by gender),
C.segmentation by life cycle.
Segmentation by Behavior: Occasion, Benefit,
User Status, usage rate, Loyalty
Requirements for effective segmentations:
measurable,accessible,substantial,differentiable,ac
tionable(responsive).
3 options of targeting: undifferentiated
marketing,differentiated marketing,concentrated
marketing.
Value proposition:how it’ll create differentiated
value for targeted seg.&what position it want to
occupy in those seg.
Lecture 3
Kotler 3 levels of conceptualization:
Core product: all the benefit the product will
provide for consumers/business cutomers.
Actual product:The physical good/the delivered
service that supplies the desired benefit;also
includes the unique features of the product,such as
appearance,brand name,the package.
Augmented product:The actual product+other
supporting features such as warranty,delivery.
Method of differentiation:
Product differentiation: to find points of
differentiation,marketers must think through the
customer’s entire experience with the company
producrs/services.
Service differentiation: through
speedy,convenient,or careful delivery.
Channel differentiation:gain competitive
advantage through the way they design their
channel’s coverage,expertise,performance.
People differentiation:hiring&training better
people than competitors do.
Brand image differentiation:chosen
symbols,characters,&image elements a brand
chooses will help it differentiate itself
symbolically.
product mix
width: no. of diff.product lines the companies
carries
Depth:the number of versions offered of each
product in the line
Length:total no. of items the company carries
within its product lines.
Consistency:how closely the various product lines
are in end use,production requirements, or
distributions channels.
The challenges of marketing of services
Intangibility: service can’t be
seen,tasted,felt,heard,or smelled before purchase.
Variability: quality of services depends on who
provides them and when,where,and how
Inseparability: service can’t be separated from
their providers
Perishability: service can’t be stored for later
sale/use
Expanded marketing mix:
People : to overcome challenge of variability HR
ensure selections training of talent for service
company.
Physical evidence: to overcome the challenge of
intangibility use design to create powerful brand
image.
Process: to overcome the challenge of
inseparability use digital processes to streamline
cust. Transactions&build relationship.
Service differentiation:by the level of cust.
Service provided by staff.
The gap and marketing implications
1.knowledege gap: diff between cust. And
marketer’s expectations.
2.std. gap: diff between the marketer’s preceptions
of cust’s expectations&cust.service std it’s set.
3.Delivery gap: the diff.between the marketer’s
sevice std and actual service provided to cust.
4.Communication gap:the diff between the actual
service provided to cust and service promised in
the marketer’s promo.
Internal marketing: service firm must
orient&motivate it’s customer contact
employees&supporting service people to work as
a team to provide cust.satisfactions.
Brand equity is the differential effect that knowing
the brand name has on customer response to the
product/it’s marketing.
Diff. prespective of brand-> Brand as the product:
assume product/service alone is the concern for
branding(narrow prespective)
Brand as Marketing:All aspect of marketing mix
contribute toward building brand equity
Branding as whole organization: staff across the
organization not just marketing
Brand name,logo is important aspect
The holistic of marketing view:everything that is
done in mrktg all aspect in mrktg mix will
affected by branding.all other P also important not
only product.
other P also important not only product.
How marketing affect branding
How to achieve strong brand positions:
House of brands example:LVMH, P&G
Brand extensions:when a firm uses an established
brand name to introduce new product.Line
extensions: Add a diff.variety,diff
size,form.E.g:Head&shoulder shampoo.Category
extensions:marketers apply the parent brand to
enter a diff.product category from current serves.
E.g:Swiss army watch
Private label:increasing no.of retailers created
their own store brand that is cheaper.
example of PLC:___________
Applications of The PLC: Planning tool: help to
determine appropriate mrktg mix strategies.Sales
forcesting:in order to estimate the rate of sales
growth.Control tool:to take corrective actions in
anticipations of changes is sales growth.
Customer adoption groups: innovators-try new
idea at some risk,early adapter-opinion leader in
community&adapt new idea earlybut
carefully.The early mainstream-although they
rarely are leaders,they adapt ideas before
avg.person.The late mainstream-They adapt ideas
after majority people hv tried it.Lagging adapters-
suspicious of changes&adopt the ideas after it has
becomes smthg of tradition itself.
Factors influencing adoption of new
products:relative advantage: degree to which the
innovation appears superior to existing products.
Compstibility:is the degree to which the
innovstion fits the values and experiences of
potential consumers.Complexity: is the degree to
which innovation is hard to
understand.divisibility:degree to which innovation
may be tried on limited basis.communicability:is
the degree to which results of using innovation
can be observed/described to others.
Stages of adoption decsions:awareness:Consumer
become aware of the new product but lacks info.
Interest:The consumer seek info of the new
product.Evaluation:consumer consider weather
trying new product make sense.Trial:consumer
tries new product on a small scale to improve his
estimate of it’s value.Adoption: decide to fully use
the new product. E.g: the smart home
Lesson 4
Promotions mix:Advertising,PR,personal
selling,sales promotions.
The diff. tools of promotions.
push strategy: pushing the product through
distribution channels to final consumer. The
producer direct it’s mrktg activities(primarily
personal selling&trade promo)towards channel
members to induce them to carry&promote to
final consumer.Pull strategy:producers directs it’s
mrktg activities(primarily through advertising and
consumer promotions) toward final consumer to
induce them buy the product.if it’s effective,
consumers will then demand the product from
channel,who will in turn demand it from producer.
Promotion&behavior: promotion=move forward.
cust.move through diff.cognitive stage.most
common model:AIDA. Attention-Interest-Desire-
Action. AIDA&promotion mix:
alternatives,Evaluation.Factors affecting the
design of dist.Channel:Nature of product, mrktg
strategy of the firm,stage of PLC,Cost of
mrktg,Consumer buying behaviour,competitor
distribution strategy.
Chanel design: no of chanel level
no.of mrktg intermediaries: intensive
distribution:a strategy which they stock their
products in as many outlets as possible.Exclusive
dist:often found in dist of luxury brands.Selective
dist:the use more than 1 but fewer than all of the
intermediaries who are willing to carry’s
company’s products.
Omni channel retailing;the click&collect function
enables cust. To order online and pick up at
store.Omni chanel seamless&integrated
experience,engangement across diff”touch
points”,providing diff channels.
Omni chanel&consumer decision process:

Showrooming and webrooming are

Integrated marketing communications(IMC) under
this category company carefully
integrates&coordinates it’s many communications
channels to deliver a clear,consistent,&compelling
mssg about the organizations&it’s brands. It’s
builds brand identity&strong cust.relationships by
tying tying all together company mssg&images.
Explaining&observing IMC in actions: 1.whole
mrktg mix&2.consumer behavior (consumer dec.)
complimentary retail approaches that are used
concurrendy by reatilers in omni chanel
retail.store as showroom:consumers use stores to
Chapter 5:
gather detail&later compare online.
The chanel must managed as total system.(brand
Lesson 7:
manufacturer,wholesaler,retailer->customer)
Proses in distributor channel:The suport
end:linked process between
retailer&supplier/MFRS who will fullfill
cust.order.The front end: involves interfaces
nowdays smartphones/PCs.
Areas marketing mix need to be integrated:
the product:planning for launch &merchandising
of new product of new
products.Merchandise&inventory
planning,category management,info sharing on
inventories.The promotions: coordination of
advertising&store promo.push and pull promo
strategies undertaken by MFR&retailers.The
place:territorial and contractual arrangement for
distributorships.logistic price to retailers.The
price:Determaining margins&mark ups,identifying
cost efficiencies in the supply chain to reduce
costs.
Trade marketing between the key parties:

Lvl 3: propotions –what we refer to promotions

mix:based on AIDA model diff tools of
promotions are used to achieve diff. objective. The imperative between MFR,trade,retailer
Diff propotions of the promotions mix the firm is
able to achieve diff. outcomes.lvl
4:timing&sequencing: e.g launching new product:
sosmed buzz,publicity(announcemenct),product
adverstising,store sales(sales promo+staff).lvl 5:
coordination between firms and trade partners.

Channel design decision: Analyze consumer

needs,set channel obj.,identify channel