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• Consumer pathways
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table Signage table re event
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FM, Signage eNewsletter FM, Signage TV ad
The Pepsi Experience - 1
• Sensory experiences --- bubbles, the ice cold liquid,
the slightly bitter-sweet-acidic taste, the feel of the cold
can against your hand and skin,the “fssssss sound”
when the can opens or the pop of the bottle
• Music property – the all enveloping music, the star
appeal, the concert rush, the slightly illicit but always
safe “atmosphere”
• Movie placements – beyond advertising, a part of the
total entertainment experience.
• Beautiful people – Tyra Banks, Cindy Crawford,
Naomi Campbell, Claudia Schiffer
The Pepsi Experience - 2
• Sports - always the star first then the game. The rush
of One day cricket, In rest of the world Star Soccer
players. The fan connection, the internal experience of
fantasy.
• Humour – experience a laugh. Always with a twist
always producing a laugh. The experience of the
humorous side of life
• The Larger than Life experiences – always
surprising, the BIG unexpected thing: Jackson and the
Thriller Concert, (helicopter, hair burning etc), Nothing
Official About It – Hijacking the World Cup, The Pepsi
Challenge(way out innovation 25 years ago)
Services marketing
• Internal customer focus is as important as
external customer orientation
• Moments of truth
• Virtually all services require supporting
goods. (car repair service) (airline service)
(purchase of shirt)
• Helpful to think of every product as a mix
of goods and services
Services marketing
• From a strategic marketing perspective it is
useful to separate services into two categories.
1. Services that are the main purpose or object of
transaction. (in a car rental business the
customer buys transportation services which is
the main purpose of the transaction)
2. Services that support or facilitate the sale of a
good or another service( accident insurance,
use of a cell phone.. for the customer seeking
car rental )
Services marketing
• Characteristics of services
1. intangibility: impossible to sample, feel,
see, hear, taste, or smell a service
before it is bought.
• Strategies that could be used to reduce
the effect of intangibility are:
• ( visualisation: visuals, pictures)
• (association: connecting the service with
a person, object, place, )
Services marketing
• (physical representation: use of colours-credit
cards, hands protecting a flame-LIC)
• (documentation: past performance and future
capability)
2. Inseparability: creator and seller cannot be
separated; many services are created,
dispensed and consumed simultaneously.
( dentist, fast food ).This limits distribution,
hence direct selling is the only channel of
distribution.
Services marketing
3.Hetrogeneity- the variation in consistency from one
service transaction to another.
Almost makes it impossible for a service operation
to be 100% perfect quality on an ongoing basis.
Consistency varies from firm to firm; individual to
individual delivering the service and even varies
when interacting with the same service provider on
a daily basis
Services marketing
• Possible solutions to heterogeneity :
* customization-however all customers do not
prefer customized service if issues such as cost,
speed or consistency are issues of concern.
* Standardization- possible with intensive training
but not always guaranteed. However,it can
reduce prices, increase speed and yet some
consumers may perceive it as unfriendly
Services marketing
4.Perishability – services cannot be
inventoried. Unused capacity cannot be
reserved.
• Without the benefit of inventory matching
demand supply is the biggest challenge
for a services firm.
• Solution lies in managing demand and or
managing supply.
Services marketing
• Strategies for managing demand –
*Creative pricing
*reservation system
*complementary services
*developing non peak demand
Services marketing
• Strategies for managing supplies-
*use of part time employees
*capacity sharing
*utilization of Third Parties
*enhance customer participation.
Tasks in services marketing
Understanding the nature of service
promotion
Achieving differentiation
Segmenta
positioning Focus development
tion
Channel Design Factors
• Product mix, and nature of product
• Marketing mix elements
• Extent of market coverage
• Service levels planned
• Cost constraints / affordability
• Control of channel functions
Channel Design
The decision includes :
• Number of channels to employ.
• Number of levels to be included.
• Type of intermediaries to employ
Developing channel design
• The design should ensure that the product
reaches the right segment and also
reflects the product’s positioning.
Newport
Arrow, Lee, Flying Machine Ruf & Tuf
Channel for Arrow
ARVIND MILLS
CENTRAL WAREHOUSE
FRANCHISE
Channel for Ruf & Tuf
• ARVIND MILLS
CENTRAL WAREHOUSE
DISTRIBUTORS
SUB
DISTRIBUTORS
WHOLE SELLERS
RETAILERS
Conceptual Framework
• The framework takes a bottom up
approach starting from the consumer.
• Buyer needs
• Retailers requirements
• Distribution needs
• Legal requirements
Channel conflict
• A situation of discord or disagreement
between channel members from the
same channel system.
• STAGES OF CONFLICT:
1. Latent
2. Perceived
3. Felt
4. manifest
Conflict…
• Channel conflict is a situation in which one
channel member perceives another channel
member(s) to be engaged in behaviour that
prevents it from achieving its goals.
• The amount of conflict is, to a large extent, a
function of goal incompatibility, domain
dissension and differing perceptions of reality.
Channel conflicts
• Vertical channel conflicts
• Horizontal channel conflicts
• Multi channel conflicts
• Channel expansion conflicts
• Goal differences
• Demarcation of Territories & Roles
Channel power
• Channel members are not naturally
inclined towards coordinated behaviour.
• This causes sub optimal channel
performance.
• Channel power is a method of inducing
coordinated behaviour.
• The channel members resources are their
bases of power.
Reward power
• ‘Illegal coercion”
• Withholding incentive payment .
• Pressurising on payment terms.
• Clubbing supplies
Expert power
• Expert knowledge of the trade which can
be beneficial to other members of the
channel.
• (imports, global trends, legal and
technology issues etc.)
(technical sales support)
Referent power
• Mercedes dealership vs Hyundai
Influencing factors
Buyer-seller relatons
Supply chain
Loyalty