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Marketing Module 4

This document provides an overview of situational analysis and marketing frameworks. It discusses the Iacobucci framework and how to apply the 5Cs (Customer, Company, Context, Collaborators, Competitors) in a situational analysis. Customer analysis focuses on behavior, expectations, satisfaction, and lifetime value. Company analysis involves identifying strengths, weaknesses, and conducting SWOT and TOWS analyses. Context examines industry trends. Collaborators consider partner relationships. Competitors identifies others and anticipates their actions. Students will apply these frameworks in activities analyzing products for their entrepreneurship class.

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63 views5 pages

Marketing Module 4

This document provides an overview of situational analysis and marketing frameworks. It discusses the Iacobucci framework and how to apply the 5Cs (Customer, Company, Context, Collaborators, Competitors) in a situational analysis. Customer analysis focuses on behavior, expectations, satisfaction, and lifetime value. Company analysis involves identifying strengths, weaknesses, and conducting SWOT and TOWS analyses. Context examines industry trends. Collaborators consider partner relationships. Competitors identifies others and anticipates their actions. Students will apply these frameworks in activities analyzing products for their entrepreneurship class.

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Module 4: Situational Analysis

Course Objectives

1. Understand the concept and usage of the Iacobucci Framework

2. Apply the Iacobucci framework in the Situational Analysis of Unicorn Companies

3. Apply the 5Cs in the assessment of their product for Entrepreneurship Course

4. Apply the STP in the assessment of their product for Entrepreneurship Course

5. Apply the Marketing Mix in the assessment of their product for Entrepreneurship
Course

Situational Analysis

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Marketing Management\LPUL PhD616_JUL19Lec1.pdf

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Marketing Management\GECOLEA_LPhDM609_Midterm.pdf

Iacobucci Framework

SITUATIONAL ANALYSIS (5Cs)

Customer

They are the ones who evaluate products.

Marketers Are Interested In:


-Customer Satisfaction
-Customer Perceptions Of Quality
-Customer Intention To Repurchase
-Customer Likelihood Of Word Of Mouth
Customer Evaluation

Customer Purchase Behavior

 Low-involvement versus High-involvement


o The placement of products in a grocery is an example of this. The products placed
in the beginning of the isle are the primary products of choice.

 Search (visual)
o The arrangement of products in grocery shelves is an example of this.

 Experiential (try/consume)
o The placement of promodizers and Free tastes/try of products.

 Credence (no expertise)


o This happens when people take the heed to buy a product from the ads they have
seen done by artists or people they idolize.

Customer Sources of Expectations

1. Own experiences
2. Friend’s advice
3. Marketing information
4. Third Party Communication
Customer Zone of Tolerance

1. Ideal
2. Predicted / Expected
3. Adequate
4. Zone of Tolerance

Measuring Quality and Customer Satisfaction

SERVQUAL Battery

Made by Parasuraman in 1988 which measures the


quality and satisfaction as perceived by the
customers and future customers.

 Greater sales lead to lower levels of customer


satisfaction. -Iacobucci, 2013
 RFM (Recency, Frequency & Monetary Value)
o Advantage Cards, Point cards, Loyalty Cards, ‘Super’ Cards

 CLV (Customer Lifetime Value)

COMPANY

WHAT ARE OUR STRENGTHS & WEAKNESSES?

WHAT CUSTOMER BENEFITS CAN WE PROVIDE?

SWOT Analysis

Strengths, Weaknesses, Opportunities, and Threats

TOWS Analysis
CONTEXT

WHAT IS HAPPENING IN THE INDUSTRY THAT MIGHT RESHAPE OUR FUTURE BUSINESS?

COLLABORATORS

CAN WE ADDRESS OUR CUSTOMERS’ NEEDS WHILE STRENGTHENING


OUR PARTNERSHIPS?

COMPETITORS

WHO ARE THE COMPETITORS WE MUST CONSIDER?


WHAT ARE THEIR LIKELY ACTIONS OR REACTIONS?

Corporate Identity
 Offensive
 Defensive
 Leader
 Follower

Activity 1: 5Cs

Present the 5Cs of your Product (the one you're developing in your Entrep Class). The first
slide should contain the name of your PRODUCT and the names of the group members. The
following slides would be the 5Cs of your Product. The grade would be collective so make
sure all will contribute with the PPT output.

Activity 2: STP

Present the STP of your Product (the one you're developing in your Entrep Class). The first
slide should contain the name of your PRODUCT and the names of the group members. The
following slides would be the STP of your Product. The grade would be collective so make
sure all will contribute with the PPT output.

Activity 3: 4Ps

Present the 4Ps of your Product (the one you're developing in your Entrep Class). The first
slide should contain the name of your PRODUCT and the names of the group members. The
following slides would be the 4Ps of your Product. The grade would be collective so make sure
all will contribute with the PPT output.

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