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Published on December 16, 2008

Author: mayankvns

Source: authorstream.com

MARKETING: Deepthy Raghavendra - Marketing MARKETING Emerging markets : Deepthy Raghavendra - Marketing Emerging markets Samsung Vs Sony (Global brand) Samsung Vs Intel (R& D budget) Samsung VS Dell, Nokia, Motorola, Philips or Matsushita HEARD OF THEM?: Deepthy Raghavendra - Marketing HEARD OF THEM? Embraer – Brazil Cemex – Mexico Computers designed in Taiwan Computer fixing advice – India Gazprom – Russia Modelo – Mexico Factors enabling world class status: Deepthy Raghavendra - Marketing Factors enabling world class status Obsessive focus on quality and design Brand building Logistics Ahead of competitors in adapting to market trends Acquisition savy Edge on competitors in IT Clever niche strategies Unconventional thinking Course/Text Organization: Deepthy Raghavendra - Marketing Course/Text Organization Part I - Understanding Marketing Management Part II - Analyzing Marketing Opportunities Part III - Developing Marketing Strategies Part IV - Shaping the Market Offering Part V - Managing & Delivering Marketing Programs Defining Marketing: Deepthy Raghavendra - Marketing Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler Defining Marketing: Deepthy Raghavendra - Marketing Defining Marketing G etting CUSTOMERS K eeping CUSTOMERS G rowing CUSTOMERS What is Marketing?: Deepthy Raghavendra - Marketing What is Marketing? Objective: Achieving Profitable revenue growth for the Company R STP MM I C PowerPoint Presentation: Deepthy Raghavendra - Marketing What is Marketing? Scope of Marketing Demand states Marketing tasks The Four Ps: Deepthy Raghavendra - Marketing The Four Ps Marketing Mix Product Price Promotion Place The Four Cs Customer Solution Customer Cost Communication Conven- ience ‘The right product, in the right place, at the right time, and at the right price’ Adcock et al : Deepthy Raghavendra - Marketing ‘The right product, in the right place, at the right time, and at the right price’ Adcock et al What is Marketing?: Deepthy Raghavendra - Marketing What is Marketing? Marketing is the process by which human needs are met by exchanging products and values. It is a managerial and social process It encompasses planning, execution and feedback mechanisms So, what are needs? Definition emphasizes exchange: A process in which people give up something in order to receive something that they would rather have: Deepthy Raghavendra - Marketing Definition emphasizes exchange : A process in which people give up something in order to receive something that they would rather have Food Education Donations McDonald’s Consumers University Students Charity Donors Definition implicitly recognizes two types of Customers: Deepthy Raghavendra - Marketing Definition implicitly recognizes two types of Customers Organizational buyers --people who purchase goods/services for businesses, government agencies and other institutions Consumers --people who purchase goods & services for their own use or for gifts to others Definition should distinguish: Needs, Wants and Demand: Deepthy Raghavendra - Marketing Definition should distinguish: Needs, Wants and Demand Need: state of deprivation of some satisfaction Want: desire for specific satisfier of need Demand: wants backed by ability and willingness to buy Human Needs – Maslow’s Hierarchy: Deepthy Raghavendra - Marketing Human Needs – Maslow’s Hierarchy Abraham Maslow sought to explain why people are driven by certain needs during certain times in their lives. Self Actualization Esteem Social Safety Physiological The idea is that goods and services have the potential to serve needs! PowerPoint Presentation: Deepthy Raghavendra - Marketing Negative demand - vaccinations No Demand – (unaware) Latent Demand – (harmless cigarettes) Declining demand- synchromarketing Irregular demand Full demand Overfull demand - demarketing Unwholesome demand – drugs, guns… Demand States PowerPoint Presentation: Deepthy Raghavendra - Marketing Marketers and Prospects Needs, wants and demands Product or offering Value= Benefits = Func. B + Emot. B costs Mon.C + Time C +En.C+ Psy.C Four P’s & Four C’s Company orientations Implications of marketing: Deepthy Raghavendra - Marketing Implications of marketing Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs? Can we offer a product/ service that the customer would value? Can we communicate with our customers? Can we deliver a competitive product of service? Why should customers buy from us? The Marketing Concept: Deepthy Raghavendra - Marketing The Marketing Concept The philosophy which asserts that organizational goals (such as profitability) may be met by serving the needs of customers more effectively than the competition. Much of this thinking stems from Philip Kotler, marketing’s grandfather The marketing concept: Deepthy Raghavendra - Marketing The marketing concept choosing and targeting appropriate customers positioning your offering interacting with those customers controlling the marketing effort continuity of performance Key Concepts: Deepthy Raghavendra - Marketing Key Concepts MARKET – The actual and potential buyers of a product EXCHANGE – Obtaining something of value by offering something of value in return MARKETING ORIENTATION – The disposition within a company of being responsive to customers, i.e. serving their needs in a competent, excellent, and ethical manner. Key Concepts: Deepthy Raghavendra - Marketing Key Concepts Three aspects of marketing orientation: 1. Attention to/knowledge to customer needs 2. Attention to activities of competitors 3. Organizational co-ordination Tasks Involved with Marketing: Deepthy Raghavendra - Marketing Tasks Involved with Marketing Sales Advertising Market/Consumer Research Customer Service Pricing Strategic Planning Product Design/Configuration/Changes Tasks Involved with Marketing: Deepthy Raghavendra - Marketing Tasks Involved with Marketing New Product Development Publicity/Public Relations Positioning Market Segmentation and Targeting Training Retail managers Motivation Channel Members Retail Floor Plan Design Market Orientation: Deepthy Raghavendra - Marketing Market Orientation Competitor Orientation Inter-functional Coordination Customer Orientation PROFITABLY Creating VALUE for Customers! Market Orientation: Deepthy Raghavendra - Marketing Market Orientation Intelligence Generation Intelligence Dissemination Responsiveness Company Orientations Towards the Marketplace: Deepthy Raghavendra - Marketing Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors Company Orientations Towards the Marketplace Customer Delivered Value: Deepthy Raghavendra - Marketing Market Integrated marketing Profits through customer satisfaction Customer needs (b) The marketing concept Factory Existing products Selling and promotion Profits through sales volume Starting point Focus Means Ends (a) The selling concept Customer Delivered Value Traditional Organization Chart: Deepthy Raghavendra - Marketing Customers Front-line people Middle Management Top Management Traditional Organization Chart Customer-Oriented Organization Chart: Deepthy Raghavendra - Marketing Customer-Oriented Organization Chart Customers Front-line people Middle management Top manage- ment Customers Customers Evolving Views of Marketing’s Role: Deepthy Raghavendra - Marketing Evolving Views of Marketing’s Role a. Marketing as an equal function Finance Production Marketing Human resources b. Marketing as a more important function Finance Human resources Marketing Production Evolving Views of Marketing’s Role: Deepthy Raghavendra - Marketing Evolving Views of Marketing’s Role c. Marketing as the major function Marketing Finance Human resources Production d. The customer as the controlling factor Customer Human resources Finance Production Marketing Evolving Views of Marketing’s Role: Deepthy Raghavendra - Marketing Evolving Views of Marketing’s Role e. The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human resources Finance Determinants of Customer Delivered Value: Deepthy Raghavendra - Marketing Determinants of Customer Delivered Value Image value Personnel value Services value Product value Total customer value Monetary cost Time cost Energy cost Psychic cost Total customer cost Customer delivered value The Marketing strategy Process: Deepthy Raghavendra - Marketing The Marketing strategy Process Consumer Analysis Market Analysis Review of the competition and self Review of the distribution channels Developing of a ‘Prelimnary’ Marketing Mix Evaluation of the Economics Revision and Extension Consumer Analysis: Deepthy Raghavendra - Marketing Consumer Analysis Consumer Analysis Market Competition Distribution Marketing Mix Economics Revise 1. Consumer Analysis: Deepthy Raghavendra - Marketing 1. Consumer Analysis What is the need category ? Who needs us and why? Who is buying and who is using the product? What is the buying process ? Is what I am selling a high – or low – involvement product? How can I segment the market? Market Analysis: Deepthy Raghavendra - Marketing Market Analysis Consumer Analysis Market Competition Distribution Marketing Mix Economics Revise 2. Market Analysis: Deepthy Raghavendra - Marketing 2. Market Analysis What is the relevant Market? Where is the product in its product life cycle ? What are the key competitive factors in the industry? Analysis of your company Vs the competition: Deepthy Raghavendra - Marketing Analysis of your company Vs the competition Consumer Analysis Market Competition Distribution Marketing Mix Economics Revise 3. Analysis of your company Vs the competition: Deepthy Raghavendra - Marketing 3. Analysis of your company Vs the competition What is your company good at and what is the competition good at? Distribution New product development and introduction Advertising Who are we in the market place? Market size and Relative market share Finacial position Historic performance and reputation 3. Analysis of your company Vs the competition: Deepthy Raghavendra - Marketing 3. Analysis of your company Vs the competition What are our resources versus those of the competition? People Technology, research Sales forces Cash Trade relations Manufacturing Review of the distribution channels: Deepthy Raghavendra - Marketing Review of the distribution channels Consumer Analysis Market Competition Distribution Marketing Mix Economics Revise 4. Review of the distribution channels: Deepthy Raghavendra - Marketing 4. Review of the distribution channels How can my product reach the consumer? How much do the players in each distribution channel profit? Who holds the power in each distribution channel available? 4. Review of the distribution channels: Deepthy Raghavendra - Marketing 4. Review of the distribution channels Commonly used channel intermediaries Wholesalers Distributors Sales representatives Sales forces Retailers Development of the Marketing Mix: Deepthy Raghavendra - Marketing Development of the Marketing Mix Consumer Analysis Market Competition Distribution Marketing Mix Economics Revise 5. Development of the Marketing Mix: Deepthy Raghavendra - Marketing 5. Development of the Marketing Mix Product Price Promotion Place 5. Development of the Marketing Mix: Deepthy Raghavendra - Marketing 5. Development of the Marketing Mix Product decisions How does my product fit with my other products? How will I differentiate my product? How does the product life cycle affect my plans? 5. Development of the Marketing Mix: Deepthy Raghavendra - Marketing 5. Development of the Marketing Mix Price decisions What should my price be? 5. Development of the Marketing Mix: Deepthy Raghavendra - Marketing 5. Development of the Marketing Mix Promotion decisions Buying process Promotional mission Awareness Inform about product Interest provide compelling message Trial motivate action Repurchase cue to buy, increase usage Loyalty reinforce brand or image/ special promotions Marketing Visionaries: Deepthy Raghavendra - Marketing Marketing Visionaries Anita Roddick Fred Smith Steve Jobs Bill Gates Michael Dell Ray Kroc WaltDisney Sam Walton Tom Monaghan The Body Shop Federal Express Apple computer Microsoft Dell computer McDonald’s Disney world Wal Mart Domino’s Pizza Marketing Visionaries: Deepthy Raghavendra - Marketing Marketing Visionaries Akio Morito Nicholas Hayek John W. Nordstrom Gilbert Trigano Ted Turner Frank Perdue Richard Branson Soichiro Honda Simon Marks Phil Knight Sony Swatch Watch Co. Nordstrom Club Mediterranee CNN Perdue Chicken Virgin Air Honda Marks & Spencer Nike Marketing Visionaries: Deepthy Raghavendra - Marketing Marketing Visionaries Luciano Benetton Charles Lazarus Les Wexner Colonel Sanders Ingvar Kamprad Bernie Marcus Charles Schwab Herb Kelleher Paul Orfalea Jeff Bezos Jim McCann Benetton Toys ‘R’ Us The Limited Kentucky Fried Chicken IKEA Home Depot Charles Schwab & Co Southwest Airlines Kinko’s Amazon 1-800-FLOWERS

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