Transcript 564_Marketing - University of Washington

Nutrition 564: Marketing
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Objectives:
Review the history of marketing
 Define terms
 Describe the marketing process
 Identify elements to be used in project 5
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History of Marketing (Cooper, 1998)
1902 First taught in a business school
 1870 - 1930 “Production era”
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1930 - 1950 “Sales era”
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focus was overcoming constraints on supply
marketing’s responsibility to sell what was
produced
1960s - “Marketing era”
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widespread adoption of customer orientation
History of Marketing (Cooper, 1998)
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“Societal Marketing”
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criticizes traditional marketing definitions
for their emphasis on material consumption
and short-term consumer gratification
counsels
businesses to be fair to consumers
encourage informed consumers
avoid marketing practices that have negative
consequences for society
History of Marketing (Cooper, 1998)
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“Social Marketing”
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Concerned with the development of
programs designed to influence the
acceptability of social ideas - a set of
activities to
create/maintain and or alter attitudes and/or behavior toward a
social cause
 independent of a sponsoring organization or person
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Purpose to change behavior
Contribute to a charity
 Discourage at risk behaviors (tobacco)
 Change attitudes or beliefs
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Marketing Terms (Cooper, 1998)
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Marketing
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American Marketing Association
“marketing is the process of planning an executing the
conception, pricing, promotion and distribution of
ideas, goods and services to create exchanges that
satisfy individual and organizational objectives”
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UK Chartered Institute of Marketing
“the management process which identifies, anticipates
and satisfies customer requirements efficiently and
profitably”
Marketing Terms (Cooper, 1998)
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Stakeholders
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All the people (and organizations) that have an interest in a
company, and may influence the company or be influenced by
its activities.
 Internal
 External
Most individuals belong to more than one group at a time
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Important by virtue of their ability to influence the
organization
During the marketing process and stakeholder analysis it is
important to “map” the stakeholders
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Owners
Political
Groups
Financial
Community
Government
Suppliers
Activist
Groups
Firm
Customers
Competitors
Customer
Advocate
Groups
Trade
Associations
Unions
Employees
Marketing Terms (Cooper, 1998)
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Competitive Advantage
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Differentiation of the organization and/or its products and
services in some way in order to gain preference by all or part
of the market over its rivals.
Purpose is to increase the market share
Two types:
Assists
 Capabilities
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1) market sensing capability - ability to detect changes
2) customer linking capability (Day 1994)
Marketing Terms (Cooper, 1998)
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Competitor Analysis
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Examine those key competitors that presently and/or in the
future may have a significant impact on the strategy of the
firm
Priorities:
Existing Direct Competitors
 Note-- not all competitors appear in every segment but may
be in specific niches
 New and Potential Entrants
 Competitor Intelligence Sources
 Competitor Analysis Database
 Function Analysis
 Marketing Strategy
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Components of the Marketing
Mix
four P’s of Marketing
 Product
Goods, services, places, ideas, activities,
organizations, and people that are being
offered to consumers
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Place
Price
 Promotion
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Getting the product to a location that is
available to the consumer
The cost of the product to the consumer
Methods for communicating information
about the product to the consumer
Marketing Planning - Stages
1). The gathering of information on the
companies internal operations and
external environment
2). The identification of the (SWOT)
 Strengths
 Weaknesses
 Opportunities
 Threats
(Leppard & McDonald, 1991)
Marketing Planning - Stages
3). The definition of the assumptions
regarding the company and its environment
4). The setting of the marketing objectives in
the light of the first three stages
5). The formulation of strategies aimed at
achieving these objectives
(Leppard & McDonald, 1991)
Marketing Planning - Stages
6). The devising of programs setting out the
timing of activities, costs and revenues
7). The definition of responsibilities and the
means of monitoring performance.
(Leppard & McDonald, 1991)
Marketplace
Hudson - 5 views of the marketplace
 Production Perspective
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The consumer will favor products that are
readily available
Example (s)
Marketplace
Hudson - 5 views of the marketplace
 Product Perspective
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The consumer will favor the product that
has the most value, desirable features, or
best performance
Example (s)
Marketplace
Hudson - 5 views of the marketplace
 Selling Perspective
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Direct promotion to consumers to introduce
them to a product that was not being sought
Example(s)
Marketplace
Hudson - 5 views of the marketplace
 Marketing Perspective
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Determining the wants and needs of the
target market and developing products to
satisfy those needs.
Example(s)
Marketplace
Hudson - 5 views of the marketplace
 Societal Marketing Perspective
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Balancing the customers’ needs for
satisfaction with the organizational goal of
making a profit while acting in the best
interest of society.
Example:
Project 5: Marketing Plan
Topic:
Mission Statement
The Center for Public Health Nutrition at the University of
Washington will advance and promote public health strategies
for improving nutrition and reducing obesity rates among
Washington State residents.
Goal:
The student team will demonstrate the ability
to plan and develop a marketing project for the
CPHN
Objectives:
Main Objective:
Demonstrate the ability to evaluate the
external market environment.
Objectives:
Secondary Objectives:
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Review the marketing process
Review the mission statement for the CPHN
Outline a strategic plan.
Outline short term and long term goals and
objectives to support the strategic plan
Identify Stakeholders
Identify the equivalent to the 4 Ps of Marketing
Conduct an informal SWOT analysis
Evaluation
8% Team grade:
Overall quality of work
 Meet the goal and objectives for the project
 Effective selection and application of productivity tools
 Materials / Handouts / Illustrations / Overheads
 Team coordination and organization
 Written, 3 page summary of the project. Content, such as a flow
chart or a stakeholder map, would be added to an appendix.
NOTE: One report per team.
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2 % Individual grade
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Oral presentation
Project 5 (All) :
Marketing Plan
Productivity Tools: (As appropriate)
 Word
 Visio
 Front Page
Center for
Public Health
Nutrition