Академический Документы
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A Wrap up
What is Marketing?
Marketing is finding out the consumers need gap and delivering value in a commercially viable manner. Marketing therefore becomes an attitude, a state of mind and a philosophy which guides the operations of a business. .
Session No
Topic
Reading / Case
Decision Areas in Marketing Breakthrough Marketing Customer Analysis Consumer Behavior Organizational Behavior Financials of Marketing Segmentation and Targets Service Marketing Dealing with competition Competitive strategies
2 3
10
Class Activity Chapter 1 Case : Marks & Spencers Marks & Spencers update Chapter 5 Group Assignment Chapter 6 Case : Kinko Chapter 7 Case : London Olympics Reading Material Case : Titan watches Chapter 8 Case : Tata Sky Chapter 13 Case : Kodak versus Fuji Chapter 9 Case : Kodak versus Fuji contd. Chapter 9
Group Assignment
11
13 14 15 16 17 18 19 20
Rural Marketing Product Management Brand Equity Advertising Management IMC Group Presentations Group Presentations Final Exam Wrap Up
Case : Lifebuoy Reading Material Lifebuoy contd Chapter 12 Case : Fair & Lovely Chapter 10 Fair & Lovely contd Chapter 18 Case : Toyota Innova Chapter 17
Chs 1.5,6.7,8,9,10,12,17,18
Product Quality Features Options Style Brand name Packaging Sizes Services Warranties Returns
Promotion Advertising Personal Selling Allowances PR Credit Sales Pro Terms & Direct Conditions Marketing
Final Exam
Will entail all concepts of marketing. No direct questions. Only applications.
How do we identity needs, wants , desires and market to diverse and large crowds : 4 Ps Mktg Envn.
Societal Forces
STP
Brands & Benefits
Customer Satisfaction
Markets: Channels Supply Chain Competition Internal Marketing: Relationship Marketing; Integrated Marketing
Consumer Capabilities
Company Capabilities
Marketing orientation
Creating paradigm shifts Creation of concepts create a future Up gradation of products / services with value additions Extending life cycles of products Consumer choices with more competition Holistic marketing
Social Factors
Personal Factors
Motivation
Perception
Learning
Memory
Motivation
Maslows Hierarchy of Needs Behavior is driven by the lowest, unmet need Herzbergs Two-Factor Theory Behavior is guided by motivating and hygiene factors
Geographic
Psychological Needs, Personality, Perception, Learning, Attitude, Motivation Demographic Sex, Age, Income, Education, Occupation, Marital status Socio-cultural religion, Social class, family, Race, community
Market Targeting
Specifying segments to pursue
Organization Differentiated Marketing The organization pursues several different market segments simultaneously
Market
4-19
Market Targeting
Specifying segments to pursue
Organization Concentrated Marketing The organization focuses on a single market segment
Market
4-20
The environment
Macro Political Micro Economic
Customers
Competitors
Suppliers
Shareholders
Technological
Social
Intensity of Rivalry
Threat of substitutes
Substitute products
Differential Advantage
Cost leadership Differentiation Focus
Analyzing Competitors
Step 2 - Five Variables to Monitor When Analyzing Competitors:
Share of market Share of mind Share of heart Share of Voice Share of Shop
Competitive Strategies
Market Leader: Innovation, Fortification, Confrontation, Harrasment. Challenger Strategy: price discount, cheap pricing, mini size,service, cost, advertising. Follower Strategy : Nicher Strategy
Product Decisions
Existing product position Improved products New products Extended market base Expansion of customer base New products and extended customer base Improved market and customer base Entirely new product for new marketsdiversification
Sa les
Introduction
Growth
Maturity
Decline
Marketing Objectives
Time
Irwin/McGraw-Hill Slide 28
Product Strategy
Place strategy
Phase out promotion
Awareness. Aggressive ads. Advertise. Stimulate Stimulate Promote heavily demand.Sampling demand
Ansoffs Matrix
Products -> Markets Existing Existing New
New
Categories of Adopters
Percentage of Adopters
Innovators 2.5%
Laggards 16%
Time
Product Management
Kotlers 5 levels or customer value hierarchy Product lines Product mix Product width PLC Adoption of new products
A brand is therefore more than a product, as it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.
Product Mix
The assortment of product lines and individual product offerings that the company sells. The right blend of product lines and products allows a firm to maximize sales opportunities. Product mix Width-the number of product lines offered. Product mix Length-the number of different products a firm sells. Product mix Depth-variations in each product that a firm markets in its mix.Eg Reach toothpaste, toothbrush, floss etc..
Integrative Growth
Backward integration taking control of supply system Forward integration distribution and retail Horizontal integration mergers and acquisitions.
Attention, Interest, Desire, Action They suggest that purchase process involves several stages and effects, one effect leading to another
Chapter 36 / Slide 38
IMC
Common Communication Platforms
Advertising Print and broadcast ads Packagingouter Packaging inserts Motion pictures Sales Promotion Public Relations Personal Selling Sales presentation Direct Marketing Catalogs Contests, Press kits games, sweepstakes, lotteries Premiums and gifts Sampling Speeches
Mailings
Seminars
Annual reports