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© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 1
&
Professor Siddharth Shekhar Singh
Director Fellow Programme in Management & Associate Professor of Marketing
Indian School of Business
Hyderabad & Mohali, India
www.axcesscapon.com www.wileyindia.com Managing Markets Strategically
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 2
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 3
CHAPTER 1
Introduction to
Managing Marketing
www.axcesscapon.com www.wileyindia.com The Core Marketing Challenge
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 4
• Marketing as a philosophy
www.axcesscapon.com www.wileyindia.com The Fundamental Business Model
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 5
Shareholder Value
Company
www.axcesscapon.com www.wileyindia.com Six Marketing Imperatives
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 6
Session Roadmap A
• Imperative 1: Determine and recommend which markets to address
Investment Choices
• Where shall we invest?
• current businesses/markets
• new businesses/markets
• How much/when shall we invest?
• From which businesses/markets shall we:
• disinvest?
• withdraw?
• Roles for marketing
• Identify opportunities
• advise on proposed strategic actions
www.axcesscapon.com www.wileyindia.com Six Marketing Imperatives
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 8
Session Roadmap A
• Imperative 1: Determine and recommend which markets to address
Session Roadmap A
• Imperative 1: Determine and recommend which markets to address
Session Roadmap A
• Imperative 1: Determine and recommend which markets to address
Marketing
Other Functions
www.axcesscapon.com www.wileyindia.com Six Marketing Imperatives
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 17
Session Roadmap A
• Imperative 1: Determine and recommend which markets to address
• Organizational levers
www.axcesscapon.com www.wileyindia.com Six Marketing Imperatives
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 20
Session Roadmap A
• Imperative 1: Determine and recommend which markets to address
Session Roadmap A
• Imperative 1: Determine and recommend which markets to address
• Imperative 2: Identify and target market segments
• Imperative 3: Set strategic direction and positioning
• Imperative 4: Design the market offer
• Imperative 5: Secure support from other functions
• Imperative 6: Monitor and control
www.axcesscapon.com www.wileyindia.com The Core Marketing Challenge
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 24
• Marketing as a philosophy
www.axcesscapon.com www.wileyindia.com Four Marketing Principles
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 25
Session Roadmap B
• Principle 1: Selectivity and Concentration
• Principle 4: Integration
www.axcesscapon.com www.wileyindia.com Principle 1: Selectivity and Concentration
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 26
• Selectivity
• Concentration
• Concentrate resources against those targets
www.axcesscapon.com www.wileyindia.com Four Marketing Principles
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 27
Session Roadmap B
• Principle 1: Selectivity and Concentration
• Principle 4: Integration
www.axcesscapon.com www.wileyindia.com Principle 2: Customer Value
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 28
Session Roadmap B
• Principle 1: Selectivity and Concentration
• Principle 4: Integration
www.axcesscapon.com www.wileyindia.com Principle 3: Differential Advantage
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 30
Differential Advantage:
• Emphasizes competition: customer value is not enough.
• Some advantages are better than others.
• All differential advantages eventually erode – renewing differential advantage is
crucial.
• The firm must be willing to cannibalize its differential advantage.
• A difference is not a differential advantage.
www.axcesscapon.com www.wileyindia.com Four Marketing Principles
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 32
Session Roadmap B
• Principle 1: Selectivity and Concentration
• Principle 4: Integration
www.axcesscapon.com www.wileyindia.com Principle 4: Integration
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 33
• The firm must carefully integrate all elements in design and execution
of the market offer.
• Integration in two areas:
• At the firm – functional areas/business units
• At the customer – marketing mix
• Integration requires:
• Agreement on priorities: functions/management levels/business units
• Cooperative working relationships among those designing and implementing the
market offer
• A shared value of serving customers – firm-wide external orientation
www.axcesscapon.com www.wileyindia.com The Core Marketing Challenge
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 34
• Marketing as a philosophy
www.axcesscapon.com www.wileyindia.com Marketing as a Philosophy
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 35
External Orientation
The extent to which the firm focuses attention on markets, customers,
competitors, complementers, and the environment in general.
www.axcesscapon.com www.wileyindia.com Marketing as a Philosophy
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 36
External Orientation
Internal External
Orientation Orientation
• Operations • Customers
• Sales • Competitors
• Finance • Complementers
• Technology • Suppliers
• Environmental
forces
www.axcesscapon.com www.wileyindia.com Marketing as a Philosophy
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 38
www.axcesscapon.com www.wileyindia.com Marketing as a Philosophy
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 39
Lower prices
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 1 OF 24 / 42
CHAPTER 1
Introduction to
Managing Marketing