Marketing management-ppt

Definition of marketing
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Marketing is defined by the American
Marketing Association [AMA] as "the activity,
set of institutions, and processes for creating,
communicating, delivering, and exchanging
offerings that have value for customers,
clients, partners, and society at large."

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Marketing (or advertising) is the process by
which companies advertise products or
services to potential customers. ."[1] It is an
integrated process through which companies
create value for customers and build strong
customer relationships in order to capture
value from customers in return.[1]

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Marketing is used to create the customer, to keep
the customer and to satisfy the customer. With the
customer as the focus of its activities, it can be
concluded that marketing management is one of
the major components of business management.
The evolution of marketing was caused due to
mature markets and overcapacities in the last
decades. Companies then shifted the focus from
production to the customer in order to stay profitable
.

Evolution of marketing
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Barter
Production orientation
Sales orientation
Marketing orientation
Consumer orientation
Management orientation

Meaning of market
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Market includes both place and region in
which buyers and sellers are in free
competition with one another.

Classification of market
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On the basis of area
Goods
Economics
Transaction
Regulation
Time
Volume
Importance

What is marketed
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Goods
Services
Experiences
Events
Persons
Places
Properties
Organisations
Information
Ideas

Marketing environment
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The term marketing environment relates to all
of the factors (whether internal, external,
direct or indirect) that affect a firm's
marketing decision-making or planning and is
subject of the marketing research. A firm's
marketing environment consists of two main
areas, which are:
Macro
micro

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Macro environment
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On the macro environment a firm holds only little control. It
consists of a variety of external factors that manifest on a
large (or macro) scale. These are typically economic,
social, political or technological phenomena. A common
method of assessing a firm's macro-environment is via a
PESTLE (Political, Economic, Social, Technological, Legal,
Ecological) analysis. Within a PESTLE analysis, a firm
would analyze national political issues, culture and climate,
key macroeconomic conditions, health and indicators (such
as economic growth, inflation, unemployment, etc.), social
trends/attitudes, and the nature of technology's impact on
its society and the business processes within the society.

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Micro environment
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A firm holds a greater amount (though not necessarily total)
control of the micro environment. It comprises factors
pertinent to the firm itself, or stakeholders closely
connected with the firm or company. A firm's micro
environment typically spans:
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Customers/consumers
Employees
Suppliers
The Media

By contrast to the macro environment, an organization
holds a greater degree of control over these factors.

Selling vs marketing
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Marketing is much wider than selling and much more dynamic.
The fundamental differance between the two is that selling
revolves around the needs and interest of the seller.
Where as Marketing revolves around the needs and the interest
of the buyers.
Selling is an inside-out perspective. Its starts from factory,
focuses on the company's existing products, and calls for heavy
selling and promotion to obtain profitable sales.
Marketing takes an outside-in perspective It starts with a well
defined markert, focuses on customer needs, co-ordinates all the
marketing activities affecting customers, and makes profits by
creating customer satisfaction

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Marketing is the planning, pricing, promotion, packaging,
advertising selling of any product or service.
selling is only a sliver of the over all marketing of any product or
service. But as Zig Ziglar says "nothing happens until someone
sells something" and what he means is that sales is not a four
letter word but a five letter word.
Many marketing consultants talk about marketing as the
"message to the consumer" or potential client or prospect. there
is always a message in; Promoting, packaging, signage,
advertising,
Selling is also about delivering the message to the customer or
prospect as well and it is a much closer message, person to
person and selling can take the form of a telephone call,
personal visit, demo, presentation or even an ad hoc or chance
meeting with a conversation and later follow up.

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Most sales Managers Consider selling to be about
report and relationship building; getting to know the
potential customer or prospect their desires and
needs and solving a problem by offering your
product or service to them
Marketing is in fact the act of 'bringing the product to
market'. Selling is about closing a sale and turning a
potential buyer into a customer. Closing a sale is
also called a conversion.

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Broadly, Marketing creates the atmosphere to
make it easy for sales to happen. Marketing
consists things like:
Marketing Strategy,target market etc.
Sales" obviously is getting out and writing the
orders ... tough disciplined work. This
involves skills like "closing" the sale - very
different skills to Marketing
Good sales people do not make good
marketers and vice versa ...

Global marketing
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The Oxford University Press defines global
marketing as “marketing on a worldwide
scale reconciling or taking commercial
advantage of global operational differences,
similarities and opportunities in order to meet
global objectives.”

Evolution to global marketing
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Domestic marketing
International marketing
Multinational marketing
Global marketing

GLOBAL MARKETING
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When a company becomes a global
marketer, it views the world as one market
and creates products that will only require
weeks to fit into any regional marketplace.
Marketing decisions are made by consulting
with marketers in all the countries that will be
affected. The goal is to sell the same thing
the same way everywhere.

Global marketing Advantages and
Disadvantages
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ADVANTAGES
Economies of scale in production and distribution
Lower marketing costs
Power and scope
Consistency in brand image
Ability to leverage good ideas quickly and efficiently
Uniformity of marketing practices
Helps to establish relationships outside of the
"political arena"
Helps to encourage ancillary industries to be set up
to cater for
the needs of the global player

Disadvantages
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Differences in consumer needs, wants, and usage
patterns for products
Differences in consumer response to marketing mix
elements
Differences in brand and product development and
the competitive environment
Differences in the legal environment, some of which
may conflict with those of
the home market
Differences in the institutions available, some of
which may call for the creation
of entirely new ones (e.g. infrastructure)
Differences in administrative procedures
Differences in product placement.

Elements of the global marketing mix
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Product
Price
Placement
Promotion

Marketing interface with other functional
areas
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Production
Finance
Human relations management
Information system

UNIT - 2
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Marketing strategy

Marketing strategy
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Marketing strategy is a process that can
allow an organization to concentrate its
limited resources on the greatest
opportunities to increase sales and achieve a
sustainable competitive advantage. A
marketing strategy should be centered
around the key concept that
customer satisfaction is the main goal.

Marketing strategy
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Marketing strategy is a method of focusing an
organization's energies and resources on a
course of action which can lead to increased
sales and dominance of a targeted market
niche. A marketing strategy combines
product development, promotion, distribution,
pricing, relationship management and other
elements; identifies the firm's marketing
goals, and explains how they will be
achieved, ideally within a stated timeframe

Types of strategies
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A marketing strategy can serve as the
foundation of a marketing plan. A marketing
plan contains a set of specific actions
required to successfully implement a
marketing strategy. For example: "Use a low
cost product to attract consumers

Types of strategies
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Marketing strategies may differ depending on
the unique situation of the individual
business. However there are a number of
ways of categorizing some generic strategies.

Types of strategies
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Strategies based on market dominance - In
this scheme, firms are classified based on
their market share or dominance of an
industry. Typically there are four types of
market dominance strategies:
Leader
Challenger
Follower
Nicher

Types of strategies
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Market dominance
Porter generic strategies
Innovation strategies
Growth strategies

Industrial marketing
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Industrial marketing is the marketing of goods and
services from one business to another. Industrial
goods are those which are used in Industry for
producing a Different end product from one or more
rawmaterials. The word "industrial" means
machinery run by power to produce goods and
services. But "industrial marketing" is not confined to
these types of business activities. Broadly,
marketing could be split into consumer marketing
(B2C "Business to Consumer") and industrial
marketing (B2B "Business to Business").

B2B Marketing Strategies
B2B BRANDING
PRODUCT
PRICING
PROMOTION
PLACE

Who is customer in a B2B Sale?
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The first category includes original equipment manufacturers,
such as automakers, who buy gauges to put in their cars, and
users, which are companies that purchase products for their own
consumption. The second category, government agencies, is the
biggest. In fact, the government is the biggest single purchaser
of products and services in the country, spending more than
$300 billion annually. But this category also includes state and
local governments. The third category, institutions, includes
schools, hospitals and nursing homes, churches and charities.
Finally, resellers consist of wholesalers, brokers and industrial
distributors.

CONSUMER MARKETING
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B2C Business to Consumer (or "Consumer")
Examples of the B2C selling/buying process are...
A family are at home on a Sunday night and are watching
television. An advertisement appears that advertises home
delivered pizza. The family decides to order a pizza.

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Walking down a supermarket aisle, a single man aged in his
early 30's sees a hair care product that claims to reduce
dandruff. He pick's the product and adds it to his shopping cart.

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A pensioner visits her local shopping mall. She purchases a
number of items including her favourite brand of tea. She has
bought the same brand of tea for the last 18 years.

Consumer marketing
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The main features of the B2C selling process
are...
Marketing is one-to-many in nature. It is not practical
for sellers to individually identify the prospective
customers nor meet them face-to-face.
Lower value of purchase.
Decision making is quite often impulsive (spur of the
moment) in nature.
Greater reliance on distribution (getting into retail
outlets).
More effort put into mass marketing (One to many).
More reliance on branding.
Higher use of (television, radio, print media)
advertising to build the brand and to achieve
top of mind awareness.

Services marketing
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Services marketing is marketing based on
relationship and value. It may be used to market a
service or a product.
There are several major differences, including:
The buyer purchases are intangible
The service may be based on the reputation of a
single person
It's more difficult to compare the quality of similar
services
The buyer cannot return the service

Competitor analysis
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Competitor analysis in marketing and
strategic management is an assessment of
the strengths and weaknesses of current and
potential competitors.
Competitor array
Competitor profiling
Media scanning

Marketing mix
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4 Ps of marketing
PRODUCT
PRICE
PLACE
PROMOTION

Why 7 ps

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Process
Physical evidence
people

Unit – 3
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Marketing mix
decisions

product

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Product Planning is the ongoing process of
identifying and articulating that define a
product’s feature set.

Chapter Goals
To gain an understanding of:
 The meaning of total “product” and “new” product
 Classification of business and consumer products and its
relevance to marketing planning
 Product innovation
 The product-development process
 When to add new products to a product line
 The adoption and diffusion process for products
 Organizational structures for product planning and
development

What is a Product?
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it is more than physical products; includes services, places,
persons, and ideas
it is easy to visualize the products of Esso, but more difficult
to describe those of the Toronto Symphony, UNICEF, or the
Salvation Army
some products are sold only to consumers, while others are
sold to organizations
whether a product is a consumer product or a business
product depends on how it is used

Classifying Business
Products
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raw materials: unprocessed, become part of
materials
other manufactured products
manufactured parts and materials: processed
products that become part of other products
installations: major buildings and equipment
accessory equipment: used in operations,
include computers, desks, tools
operating supplies: low value, used by most
supplies
firms, convenience products for businesses

Product life cycle
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Product life cycle management is the
succession of strategies used by
management and as a product goes through
its product life cycle. The conditions in which
a product is sold changes over time and must
be managed as it moves through its
succession of stages.

Product life cycle
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Market introduction stage
Growth stage
Mature stage
Saturation and decline stage

Market introduction stage
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costs are high
slow sales volumes to start
little or no competition - competitive
manufacturers watch for
acceptance/segment growth losses
demand has to be created
customers have to be prompted to try the
product
makes no money at this stage

Growth stage
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costs reduced due to economies of scale
sales volume increases significantly
profitability begins to rise
public awareness increases
competition begins to increase with a few
new players in establishing market
increased competition leads to price
decreases

Mature stage
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costs are lowered as a result of production
volumes increasing and experience curve effects
sales volume peaks and market saturation is
reached
increase in competitors entering the market
prices tend to drop due to the proliferation of
competing products
brand differentiation and feature diversification is
emphasized to maintain or increase market share
Industrial profits go down

Decline stage
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costs become counter-optimal
sales volume decline or stabilize
prices, profitability diminish
profit becomes more a challenge of
production/distribution efficiency than
increased sales

The New Product
Development Process

1.
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Idea
Screening Business Prototype
Idea
Screening Business Prototype
generation
generation of ideas
of ideas analysis development
analysis development

5.
5.
Market
Market
Tests
Tests

6.
6.
CommerCommercialization
cialization

Idea Generation
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is often called the "fuzzy front end" of the NPD process
Ideas for new products can be obtained from basic research
using a SWOT analysis (Strengths, Weaknesses,
Opportunities & Threats), Market and consumer trends,
company's R&D department, competitors, focus groups,
employees, salespeople, corporate spies, trade shows, or
Ethnographic discovery methods (searching for user patterns
and habits) may also be used to get an insight into new
product lines or product features.
Idea Generation or Brainstorming of new product, service, or
store concepts - idea generation techniques can begin when
you have done your OPPORTUNITY ANALYSIS to support
your ideas in the Idea Screening Phase (shown in the next
development step).

Idea Screening
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The object is to eliminate unsound concepts prior to
devoting resources to them.
The screeners must ask at least three questions:
 Will the customer in the target market benefit from the
product?
 What is the size and growth forecasts of the market
segment/target market?
 What is the current or expected competitive pressure for
the product idea?
 What are the industry sales and market trends the
product idea is based on?
 Is it technically feasible to manufacture the product?
 Will the product be profitable when manufactured and
delivered to the customer at the target price?

Concept development and testing
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Develop the marketing and engineering details
 Who is the target market and who is the decision maker
in the purchasing process?
 What product features must the product incorporate?
 What benefits will the product provide?
 How will consumers react to the product?
 How will the product be produced most cost effectively?
 Prove feasibility through virtual computer aided
rendering, and rapid prototyping
 What will it cost to produce it?
Testing the Concept by asking a sample of prospective
customers what they think of the idea. Usually via
Choice Modelling.

Business Analysis
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Estimate likely selling price based upon
competition and customer feedback
Estimate sales volume based upon size of market
and such tools as the Fourt-Woodlock equation
Estimate profitability and breakeven point

Beta Testing and Market Testing
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Produce a physical prototype or mock-up
Test the product (and its packaging) in typical
usage situations
Conduct focus group customer interviews or
introduce at trade show
Make adjustments where necessary
Produce an initial run of the product and sell it in a
test market area to determine customer
acceptance

Technical Implementation
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New program initiation
Resource estimation
Requirement publication
Engineering operations planning
Department scheduling
Supplier collaboration
Logistics plan
Resource plan publication
Program review and monitoring
Contingencies - what-if planning

Commercialization (often considered
post-NPD)
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Launch the product
Produce and place advertisements and other
promotions
Fill the distribution pipeline with product
Critical path analysis is most useful at this stage

New Product Pricing
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Impact of new product on the entire product
portfolio
Value Analysis (internal & external)
Competition and alternative competitive
technologies
Differing value segments (price, value, and need)
Product Costs (fixed & variable)
Forecast of unit volumes, revenue, and profit

Market segmentation
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A market segment is a group of people or
organizations sharing one or more
characteristics that cause them to have
similar product and/or service needs.

Market segmentation
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A true market segment meets all of the
following criteria: it is distinct from other
segments (different segments have different
needs), it is homogeneous within the
segment (exhibits common needs); it
responds similarly to a market stimulus, and
it can be reached by a market intervention.

Market segmentation
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The term is also used when consumers with
identical product and/or service needs are
divided up into groups so they can be
charged different amounts. These can
broadly be viewed as 'positive' and 'negative'
applications of the same idea, splitting up the
market into smaller groups

Patterns for market segmentation
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Homogeneous preferences
Diffused preferences
Clustered prefences

Market segmentation procedure
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Survey stage
Analysis stage
Profiling stage

Segmenting consumer and business
markets
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Segmenting consumer markets
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Multi – attribute segmentation (geoclustering)

Basis for segmenting business markets
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First time prospects
Novices
Sophisticates
Programmed buyers
Relationship buyers
Transaction buyers
Bargain hunters

Effective segmentation
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Measurable
Substantial
Accessible
Actionable

Market targeting
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A 'target market or target Audience is the
market segment which a particular product is
marketed to. It is often defined by age,
gender and/or socio-economic grouping.
Market Targeting is the process in which
intended actual markets are defined,
analyzed and evaluated just before the final
decision to enter is made.

Market positioning
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Once a market segment has been identified (via
segmentation), and targeted (in which the viability of
servicing the market intended), the segment is then
subject to positioning. Positioning involves
ascertaining how a product or a company is
perceived in the minds of consumers.
This part of the segmentation process consists of
drawing up a perceptual map, which highlights rival
goods within one's industry according to perceived
quality and price. After the perceptual map has been
devised, a firm would consider the marketing
communications mix best suited to the product in
question.

Market channel
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Market channel are sets of of interdependent
organizations involved in the process of making a
product or service use or consumption.

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A marketing channel is a set of practices or
activities necessary to transfer the ownership of
goods, and to move goods, from the point of
production to the point of consumption and, as such,
which consists of all the institutions and all the
marketing activities in the marketing process. A
marketing channel is a useful tool for management.
[1]

Roles of marketing channel in
marketing strategy:
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Links producers to buyers.
Performs sales, advertising and promotion.
Influences the firm's pricing strategy.
Affecting product strategy through branding,
policies, willingness to stock and customizes profits,
install, maintain, offer credit, etc.
An example of this is Apple orchard: Apple orchard
>Transport > Processing factory > Packaging > >
Final product to be sold > Apple pie eaten

Distribution channel
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An alternative term is distribution channel. It is a
'path' or 'pipeline' through which goods and services
flow in one direction (from vendor to the consumer),
and the payments generated by them flow in the
opposite direction (from consumer to the vendor). A
marketing channel can be as short as being direct
from the vendor to the consumer or may include
several inter-connected (usually independent but
mutually dependent) intermediaries such as
wholesalers, distributors, agents, retailers. Each
intermediary receives the item at one pricing point
and moves it to the next higher pricing point until it
reaches the final buyer.

Advertising
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Defn: Any paid form of non personal
presentations and promotion of ideas goods
and services by an identified sponsor.

Advertisement objective
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Informative advertising
Persuasive advertising
Reminder advertising

Types of advertising
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Television
Infomercials
Radio ad
Print ad
Online ad
Billboard ad
celebrities

Sales promotion
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Sales promotion consists of a diverse
collection of intensive tools,mostly short term,
mostly designed to stimulate quicker or
greater purchase of particular products or
service by consumers or the trade

Sales promotion techniques
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Samples
Coupons
Cash refund offers
Price packs
Premiums
Prizes
Patronage awards
Free trials

Pricing
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Price is the amount that we pay for goods,
services or ideas.
Price is the exchange value between buyers
and sellers.

Objectives of pricing
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Survival pricing
Current profit max pricing
Market share pricing
Product quality leadership

Approaches to pricing
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Cost based
Competition based
Demand based

Buyer behaviour
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Introduction
An important part of the marketing process is to
understand why a customer or buyer makes a
purchase.
Without such an understanding, businesses find it
hard to respond to the customer’s needs and wants.
Marketing theory traditionally splits analysis of buyer
or customer behaviour into two broad groups for
analysis – Consumer Buyers and Industrial Buyers
Consumer buyers are those who purchase items
for their personal consumption

Industrial buyers
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Industrial buyers are those who purchase items on behalf of
their business or organisation
Businesses now spend considerable sums trying to learn about
what makes “customers tick”. The questions they try to
understand are:
• Who buys?
• How do they buy?
• When do they buy?
• Where do they buy?
• Why do they buy?
For a marketing manager, the challenge is to understand how
customers might respond to the different elements of the
marketing mix that are presented to them.
If management can understand these customer responses better
than the competition, then it is a potentially significant source of
competitive advantage.

Consumer Buying Behaviour
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1. Problem/Need Recognition
2. Information search
3. Evaluation of different purchase options.
4. Purchase decision
Post purchase behaviour.
Culture has an impact on the company.
Marketers should take into account Maslows
hierarchy of needs.

Consumer Behavior Online
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Consumer types
 Individual consumers
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Organizational buyers
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Commands most of the media’s attention
Governments and public organizations
Private corporations
Resellers

Purchasing types and experiences
 2 dimensions of shopping experiences
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Utilitarian—to achieve a goal
Hedonic—because it’s fun

3 categories of consumers
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Impulsive buyers—purchase quickly
Patient buyers—make some comparisons first
Analytical buyers—do substantial research before buying

Demographics of Internet Surfers
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Environmental variables
 Social variables – influenced by peers
 Cultural variables
 Psychological variables
 Other environmental variables - e.g. government restrictions
Personal characteristics / demographics
 Consumer resources and lifestyle
 Age; gender; marital status
 Knowledge and educational level
 Attitudes and values
 Motivation
 Personality
 Ethnicity
More experience on Web  more to buy online
Two major reasons people do not buy online
 Security
 Difficulty judging the quality of the product

Major Roles in Purchasing
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5 major roles
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Initiator
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Influencer
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Makes a buying decision or any part of it

Buyer
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Advice/views carry weight in making a final buying decision

Decider
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Suggests/thinks of buying a particular product or service

Makes the actual purchase

User
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Consumes or uses a product or service

Purchasing decision-making model
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5 major phases










Need identification
 marketer must get customer to recognise need
 Banner and URL advertising, community discussions
Information search
 Web directories, search engines
Alternatives evaluation
 Newsgroup discussions, cross-site comparisons
Purchase and delivery
 Electronic cash, virtual banking
After-purchase evaluation—customer service
 Discussions in newsgroups

CRM


Customer relationship management is a broadly
recognized, widely-implemented strategy for
managing and nurturing a company’s interactions
with customers and sales prospects. It involves
using technology to organize, automate, and
synchronize business processes—principally sales
related activities, but also those for marketing,
customer service, and technical support. The overall
goals are to find, attract, and win new customers,
nurture and retain those the company already has,
entice former customers back into the fold, and
reduce the costs of marketing and customer service.

CRM


CRM stands for Customer Relationship
Management. It is a process or methodology used
to learn more about customers' needs and
behaviors in order to develop stronger relationships
with them. There are many technological
components to CRM, but thinking about CRM in
primarily technological terms is a mistake. The more
useful way to think about CRM is as a process that
will help bring together lots of pieces of information
about customers, sales, marketing effectiveness,
responsiveness and market trends.

CRM


CRM helps businesses use technology and
human resources to gain insight into the
behavior of customers and the value of those
customers.

CUSTOMER ACQUISITION


Customer acquisition management is a
term used to describe the methodologies and
systems to manage customer prospects and
inquiries, generally generated by a variety of
marketing techniques. It can be considered
the connectivity between advertising and
customer relationship management. This
critical connectivity facilitates the acquisition
of targeted customers, in the most effective
fashion.

Customer Retention


Customer Retention is the activity that a selling
organization undertakes in order to reduce customer
defections. Successful customer retention starts
with the first contact an organization has with a
customer and continues throughout the entire
lifetime of a relationship. A company’s ability to
attract and retain new customers, is not only related
to its product or services, but strongly related to the
way it services its existing customers and the
reputation it creates within and across the
marketplace.

Customer retention


Customer retention is more than giving the customer
what they expect, it’s about exceeding their
expectations so that they become loyal advocates
for your brand. Creating customer loyalty puts
‘customer value rather than maximizing profits and
shareholder value at the center of business strategy’
[1]. The key differentiator in a competitive
environment is more often than not the delivery of a
consistently high standard of customer service.

Customer defection(attrition)


When companies are measuring their
customer turnover, they typically make the
distinction between gross attrition and net
attrition. Gross attrition is the loss of existing
customers and their associated recurring
revenue for contracted goods or services
during a particular period.

Unit – 5


Market research and
trends in marketing

Marketing Information System


A Marketing Information System can be
defined as 'a system in which marketing
information is formally gathered, stored,
analysed and distributed to managers in
accord with their informational needs on a
regular basis'

Marketing Information Systems


Marketing Research







What is Marketing Research?
Process
Terminology
Techniques

MKIS - Marketing Information Systems



What is MKIS
Components of an electronic MKIS

Marketing Research
the systematic gathering, recording and
analysing of data about problems relating to
the marketing of goods and services’
American Marketing Association

The Marketing Research Process
Define research Problem
Assess the value of the research
Construct a research proposal
Specify data collection method
Specify techniques of measurement
Select the sample
Data collection
Analysis of results
Present in a final report

Terminology of Marketing Research








Primary data - collected firsthand
Secondary data - already exists, desk
research
Quantitative research - statistical basis
Qualitative research - subjective and
personal
sampling - studying part of a ‘population’ to
learn about the whole

Marketing Research Techniques


Interviews






face-to-face
telephone
postal questionnaire

Attitude measurement




cognitive component (know/believe about an act/object)
affective component (feel about an act/object)
conative component (behave towards an object or act)



Likert scale










strongly agree
agree
neither agree nor disagree
disagree
strongly disagree

Semantic differential scales - differences
between words e.g. practical v impractical
Projective techniques




sentence completion
psychodrama (yourself as a product)
friendly martian (what someone else might do)









Group discussion and focus group
Postal research questionnaires
Diary panels - sources of continuous data
In-home scanning - hand-held light pen to
scan barcodes
Telephone research
Observation





home audit
direct observation

In-store testing

Product advertising


Advertising research is a specialized form of research that works
to improve the effectiveness and efficiency of advertising. It
entails numerous forms of research which employ different
methodologies.



Advertising research includes pre-testing (also known as
copy testing) and post-testing of ads and/or campaigns—pretesting is done before an ad airs to gauge how well it will perform
and post-testing is done after an ad airs to determine the inmarket impact of the ad or campaign on the consumer.
Continuous ad tracking and the Communicus System are
competing examples of post-testing advertising research types.



promotion


Promotion involves disseminating
information about a product, product line,
brand, or company. It is one of the four key
aspects of the marketing mix. (The other
three elements are product marketing, pricing
, place.)






Promotion is generally sub-divided into two parts:
Above the line promotion: Promotion in the media
(e.g. TV, radio, newspapers, Internet,
Mobile Phones, and, historically, illustrated songs) in
which the advertiser pays an advertising agency to
place the ad
Below the line promotion: All other promotion. Much
of this is intended to be subtle enough for the
consumer to be unaware that promotion is taking
place. E.g. sponsorship, product placement,
endorsements, sales promotion, merchandising,
direct mail, personal selling, public relations,
trade shows

promotional mix








There are four main aspects of a
promotional mix.
Advertising
Personal selling
Sales promotion
Public relation
Direct marketing

The Customer Driven Organization

Learning Objectives


When you have completed this module you will be
able to define the key concepts associated with the
Customer Driven Organization and you will be able
to:


Understand the vital importance of the customer to any
organization



See the value in having excellent service for both internal
and excellent customers



Identify the factors that can prevent an organization from
maximizing customer value

Learning Objectives


Understand how to critically look at the customer
service levels and to establish if the organization
is truly customer driven



Identify different customer types and interact
appropriately with them

What is a Customer Driven
Organization?


A customer driven organization is one that:


Listens to its customers



Integrates customers into its business and vice
versa



Provides customer focused solutions



Has a culture which positively embraces the
customer

Benefits of Being Customer Driven


The organization gains the following benefits:
Loyalty of Customers
Focus on value add
Service as a differentiator
Market information
Higher profits



Loyalty of customers


Customers will stay where they feel they are being
valued



Customers will receive what they require



Customers will trust the organization



Business will be protected from the competitors



Focus on value add


The organization will focus its resources on the
activities which add value for the customer



Customer driven operations focus on what the
customer wants



Core competencies can be identified and
developed so as to deliver what the customer
values



Service as a differentiator


Quality of product or service is taken as a
prerequisite for doing business - service is what
differentiates customer driven organizations



Service will increase loyalty



Service becomes a cultural aspect aswell as a
functional aspect of the organization



Market information


Having excellent links with customers provides an
organization with access to information on the
market





Market growth rate
Competitor activity
Customer buying trends
Requirements for new products and services

Cause marketing or causerelated marketing


Cause marketing or cause-related
marketing refers to a type of marketing
involving the cooperative efforts of a "for
profit" business and a non-profit organization
for mutual benefit.

Cause related marketing


The term is sometimes used more broadly
and generally to refer to any type of
marketing effort for social and other
charitable causes, including in-house
marketing efforts by non-profit organizations.
Cause marketing differs from corporate giving
(philanthropy) as the latter generally involves
a specific donation that is tax deductible,
while cause marketing is a marketing
relationship generally not based on a
donation.

Types









Cause marketing can take on many forms,
including:
Product, service, or transaction specific
Promotion of a common message
Product licensing, endorsements, and
certifications
Local partnerships
Employee service programs

Marketing ethics


Marketing ethics is the area of
applied ethics which deals with the moral
principles behind the operation and
regulation of marketing. Some areas of
marketing ethics (ethics of advertising and
promotion) overlap with media ethics.

Frameworks of analysis for marketing
ethics









Possible frameworks:
Value-oriented framework, analyzing ethical problems on the
basis of the values which they infringe (e.g. honesty, autonomy,
privacy, transparency). An example of such an approach is the
AMA Statement of Ethics.[1]
Stakeholder-oriented framework, analysing ethical problems on
the basis of whom they affect (e.g. consumers, competitors,
society as a whole).
Process-oriented framework, analysing ethical problems in terms
of the categories used by marketing specialists (e.g. research,
price, promotion, placement).
None of these frameworks allows, by itself, a convenient and
complete categorization of the great variety of issues in
marketing ethics

Specific issues in marketing ethics














Market research
Market audience
Pricing ethics
List of unethical pricing practices.
price fixing
price skimming
price discrimination
variable pricing
predatory pricing
supra competitive pricing
price war
bid rigging
dumping (pricing policy)

Ethics in advertising and promotion




Ethical pitfalls in advertising and promotional
content include:
Issues over truth and honesty. In the 1940s and
1950's, tobacco used to be advertised as promoting
health.[15] Today an advertiser who fails to tell the
truth not only offends against morality but also
against the law. However the law permits "puffery"
(a legal term).[16] The difference between mere
puffery and fraud is a slippery slope: "The problem...
is the slippery slope by which variations on puffery
can descend fairly quickly to lies."[17] See main
article: false advertising.

Online marketing trends


A market trend is a putative prevailing course or
tendency of a financial market to move in a
particular direction over time.[1] These trends are
classified as secular trends for long-term time
frames, primary trends for mid-term periods, and
secondary trends lasting short times.[2] Traders
identify market trends using technical analysis, a
framework which characterizes market trends as a
predictable price response of the market at levels of
price support and price resistance, varying over
time.

Online marketing trends


Definition: A form of marketing that
combines traditional marketing principles with
the unique interactive qualities of the Internet.
The purpose is to deliver products and
services that satisfy customers. Online
marketers devise plans and campaigns to
attract customers to a Web site and to
encourage them to register their names or
purchase products.

Online Marketing
Keywords to the Kingdom



It’s all about the key words
•Definitions of 'keyword'
•- 3 definitions - American Heritage Dictionary

keyword

(n.)

A word that serves as a key to a code or cipher.

keyword

(n.)

A significant or descriptive word.

keyword

(n.)

A word used as a reference point for finding other
words or information.

What is PPC?
What is CPM?

Other ideas…






Opt-in newsletters
Permission-based Email
Imbedded advertising in music
downloads & videos
Digital downloads of everything from
tests for citizenship to movie trailers will
have advertisements geared to a very
targeted audience

Marketing management-ppt

In this document