Transcript Marketing-2 - B-K

Marketing Management
Customer-Driven Marketing
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The Marketing Mix
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Product
Price
Promotion
Distribution
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Market Share
● The percentage of sales in a market or
industry that is captured by a business.
– Units
or
– Dollars
● Examples
– Samsung had a 27% share of flat screen
TV’s in 2Q 2012
– Apple had a 12% share of PCs in 2Q 2012
– GM had 19% market share in 6/13
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Market Research
● Reasons for Research
– Identify marketing problems and
opportunities
– Analyze competitors’ strategies
– Evaluate and predict customer behavior
– Gauge the performance of existing
products and potential for new ones
– Develop price, promotion, and distribution
plans
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Market Research
● Obtaining Market Research
– Researchers use both internal and
external data
 Internal data is generated within the
researcher’s organization
 External data is gathered from sources
outside their firms
 Primary Data
● The Hawthorne Effect
● How do you get ‘unobtrusive” research?
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Marketing Research
● Computer-Based Marketing Research Systems
– Universal Product Code (UPC)—identify the
product, its manufacturer, and its price
– Marketing research firms store consumer data
and commercially available databases
● Data Mining—computer search of massive
amounts of customer data to detect pattern and
relationships.
– Data Warehouses
● Examples: grocery stores, Walmart, Anh. Bush,
Target finding pregnant women, Nordstrom
tracking customer movements
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Market Segmentation
● Market Segmentation—process of dividing a total
market into several relatively homogeneous groups.
● E.g Don’t target all jean wearers, pick a subset
– Guinness does not target all beer drinkers
– Ferrari does not target all car buyers
– Patagonia does not target all clothes buyers
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Methods of Segmenting Consumer Markets
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Buyer Behavior: Determining What
Customers Want
● Buyer is not always the consumer
(The person who makes it doesn’t use it; the person
who buys it doesn’t need it; the person who uses it
doesn’t see it. It is found in a home but not a house.
What is it?)
● Other examples of the buyer not being the
consumer?
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Steps in the Consumer Behavior Process
One job of marketing is to move customers through the
steps.
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Creating, Maintaining, and
Strengthening Marketing
Relationships
● Tools for Nurturing Customer Relationships
– Frequency Marketing and Affinity Programs
 Frequency Marketing—program that rewards
purchases with cash, rebates, merchandise, or
other premiums
 Affinity Program—marketing effort sponsored by
an organization solicits involvement by individuals
who share common interest and activities
● Can you give examples?
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Creating, Maintaining, and
Strengthening Marketing
Relationships
● Tools for Nurturing Customer Relationships
– Co-marketing - two businesses jointly market each
other’s products
– Co-branding - two or more businesses closely link
their names for a single product
– One-on-One Marketing - customized product offering
to individual needs and rapidly deliver good and
services to customers.
● Can you give examples?
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Discussion
● Market research
– Hawthorne Effect
– How can you do ‘undetected’ research?
 examples: museums, radio stations,
grocery stores
● How would you do market research for:
 a bank, post office, auto repair
● How would you do relationship marketing for:
 a bank, post office, auto repair, cereal,
pharmacy, college fund, Brooklyn Nets
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