Marketing Management
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Transcript Marketing Management
1
MARKETING MANAGEMENT
THE MARKETING PROCESS
Ron Padavich
Director
Strategic Marketing Services / University of Northern Iowa
Marketing Management
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What is Marketing Management?
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What Is Marketing Management?
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The process of planning and executing the
conception, pricing, promotion, and distribution of
ideas, goods, and services that satisfy individual and
organizational objectives.
It is the entire organization and a product or service
from conception to the end of its useful life!
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What is Marketing?
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The process of creating customers for your
product/service.
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How Do You Increase Market Size?
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Sell more to current customers
Sell new products/services to current customers
Find new customers for current offerings
Offer new products/services to new customers
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Today’s Discussion
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1.
2.
3.
4.
Marketing Management at SMS
Strategic Planning
Market Research
New Technology – Eye Tracking
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MARKETING MANAGEMENT
OF SMS
THE MARKETING PROCESS
Ron Padavich
Director
Strategic Marketing Services / University of Northern Iowa
Who We Are
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Self-supporting, Fee-based University enterprise
Started in 1990
Five professional market researchers
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What We Do
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Market Research
Marketing Strategies
Strategic Planning
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Who We Serve
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For Profit Businesses
Entrepreneurs
Fortune 500 Companies
Non-profit Organizations
Government Agencies
Economic Development Corporations
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Strategic Marketing Services
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Over 300 clients in diverse markets
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Alliant Energy
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Cummins/Onan
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Riverside Publishing
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Avery-Dennison
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Ecolab
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Siemens Industries
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American Tool
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John Deere
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Bausch & Lomb
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Johnson & Johnson
The Nature
Conservancy
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Cargill
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Kimball International
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Yellow Freight
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Century 21
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Lincoln Savings Bank
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CNS-BreatheRight®
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Maytag Appliances
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Wheaton Franciscan
Healthcare
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Mercury Marine
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Nissan Industrial
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Our Team
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Director – Over 20 Years
Senior Program Manager – Over 20 years
Program Managers (3) – 2, 14 & 15 years
Students
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Core Competencies
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Market Characterization, Segmentation &
Positioning
New Product/Service Development
Customer Satisfaction/Loyalty
Competitive Intelligence
Strategic Opportunity Assessments (Market penetration,
market development, product development, diversification)
Strategic Planning
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Methodologies
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Surveys (Phone, Online, Mail)
Research Panels
Facilitated Planning Sessions/Discussion Groups
Focus Groups (Online or In-person)
In-depth Interviews
Eye Tracking Technology
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Types of Projects
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Attitudinal
Brand Awareness
Voice of the Customer
Concept Testing
Product Configuration
Competitive Intelligence
Pricing
Prototype Evaluations
Go-To-Market Advertising/Communications
Insight Generation, Ideation, Workshop Facilitation
Technology Adoption
Channel Evaluation
Strategic Thinking
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SMS MARKETING
HOW WE MANAGE THE PROCESS
What Makes Us Different
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Small Boutique Firm
Motivated by quality over quantity
Performance over profit
Full client pipeline – Pick and Choose
Access to UNI Intellectual Capital
Higher Response Rates – University Affiliation
University Credibility
Student Opportunities
Access to Incentive Funds
Qualify for Grants (Iowa Energy Center, Power Fund, etc.)
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Our Challenges
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Small – Fill up fast
University Tie Perceptions
Free
Student Program
Competition
Name Brand Firms
Global Players
Low Price Providers
Client Personnel Changes
Long Sales Cycle
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Pricing Strategies
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Clients Outside Iowa: Cost +
Iowa Clients: Cost + Minus Incentive
Iowa Grants: Cost
Federal Grants: Cost and allowed overhead
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Marketing/Sales Strategy
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Past: Out-Bound - Sales
Cold Phone Calls
Sales Trips
General Trade Shows
Advertising-Publications
Referrals
Trade Listings
Internet Non-existent
Present: In-Bound - Marketing
Warm Phone Calls
No Sales Trips
Select Trade Shows
No Advertising
Referrals
Trade Listings
Internet Mktg. - HubSpot
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SMS MARKETING SALES
STRATEGY
Typical MR Sales Process
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Awareness- It exists
Education – What can it do?
Benefits
Convince of the need
Budget – Do they have one?
Get them to agree to spend the money
Keep them focused
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SMS Primary Target Market
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Large U.S. companies who do market research on a
regular basis, do so because they:
Understand
it
Value
it
Know what to expect
Know what it costs
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SMS Secondary Market
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Iowa Companies (Required)
Hard
Sell
No
MR experience
Don’t want to spend money
Prefer trial and error
Difficult to get them from awareness stage to project
Incentives have limited impact
SMS spends lots of time for small return
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SMS Third Market
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Grants
Seldom
desired
Time
investment to respond to RFP
Competing against other non-profits
Not profitable – pay low, expect a lot
Long time-frame
RFP does not reflect total expectations
Reporting requirements
Difficult to break even
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Things We Watch For
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Unsolicited RFPs/Inquiries
Price
Shoppers
Window Shoppers- DIY
Keeping other supplier honest
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Qualifying the Prospect
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How did you find out about us?
Why did you choose to call us?
Have you done market research before?
How
often, with who, and why not using them now?
Do you have a budget allocated for the project?
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SMS SUMMARY
SMS Mission Statement
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SMS is a boutique market research firm that employs
a small staff of highly skilled, dedicated researchers
who expertly serves the needs of a select group of
forward looking clients. We value quality over
quantity. For us, nothing is more invigorating than
seeing our clients use the market intelligence we
provide in successful ways.
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Our Approach
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What is the client trying to achieve?
What information do they need?
Who has the information?
What is the best methodology to get the
information?
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MARKETING
Marketing
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The primary purpose of a business is to sell a product
or service!
All types and sizes of businesses share one thing in
common – the need to secure ready, willing and able
customers!
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Marketing Vs. Selling
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Marketing – Focuses on the buyer. What needs do
you have and how can I help you?
Selling – Focuses on the seller. I have a product you
need to buy.
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My Experience
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Most companies are reactionary.
They do not manage marketing well.
They do not take action until sales decline and
cause significant pain.
They prefer to do business as usual.
They fail when they do not understand the changing
market, customer expectations, and the need to
provide competitive value.
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What is Needed?
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1.
Comprehensive Strategic Plan
Where are you going, how will you get there, when
will you arrive?
2.
Market Research
Why will people buy what you have to sell?
3.
Marketing Strategy
How will you tell people about what you have
to offer and convince them to buy?
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STRATEGIC PLANNING
What Is Strategic Planning?
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Strategic Planning Is A Systematic Way to Manage
Change and Create the Best Possible Future
Optimizes
potential
Takes
all the pieces of the organization and puts them in one
common direction.
Focuses
resources to support desired results
Identifies
and commits the resources necessary to succeed.
People, money, equipment, etc.
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Strategic Planning Process
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Addresses the following:
Who
you are
What you do
Who you serve
Where you want to go
When you want to arrive
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Strategic Vs. Tactical
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Strategic – Long-term, process oriented
Tactical – Short-term, day-to-day
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Strategic Plan
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Considers:
Customers
Competitors
Investors
Employees
Internal
& External Environments
Regulations
Operations
Markets
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Strategic Plan - Vision
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Vision Statement
Long-term
view
A verbal picture of the future
Should be realistic and achievable
“If you can imagine it you can achieve it”
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Sample - Vision Statements
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Anheuser-Busch
“ Be the world’s beer company”
Avon
“Be the company that best understands and satisfies the
product, service and self-fulfillment needs of women –
globally”
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Mission Statement
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What you are about:
Corporate
Commitment
Employees
Customers
Vendors
Community
Environment
Technology
How you run your business on a day-to-day basis
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Sample - Mission Statement
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Bristol-Myers Squibb
“To discover, develop, and deliver innovative
medicines that help patients prevail over serious
diseases.”
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st
1
Step - Where We Are Today
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Finances
Profitability
Customer Assessment
Competition
Technology Assessment
Supplier Issues
Employee Issues
Production Issues
Regulations
Economy
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2nd Step- SWOT Analysis
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Strengths (Competitive advantage)
Weaknesses
Opportunities
Threats
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Goals
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Define the day-to-day focus of the business:
Sales
& Profitability
Motivated employees
Satisfied customers & suppliers
Efficiency
Quality
Innovation
Production
These are the things that make the business operate
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Objectives
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Support Goals
Specific
Measurable
Achievable
Results
oriented
Time specific
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Action Plans
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Actions that achieve objectives and ultimately goals
Specific
logical sequence of steps that will be taken
Assigned responsibility
Date for completion
Resources Allocated
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Results of Strategic Planning
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Strategic Alignment
Control
destiny
Forecast problems and solutions
Better understand all aspects of your business
Make better decisions
Align resources
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Strategic Plan Outline
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Vision
Mission
Goals
Objectives
Actions steps
Responsibility
Time frames
Budget
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MARKET RESEARCH
What is Market Research?
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Market Research is the process of collecting and
analyzing information to answer specific questions.
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Business Success
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MR
is an essential ingredient in developing an effective
marketing strategy and a thorough understanding of
consumers’ needs and wants.
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Why Do MR?
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Understand the market/customer
Needs
Motivation
Willingness
to pay
Barriers
Competition
Identify
opportunities
Identify what is not working
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Two Types of MR
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Business – to – Business
Business – to – Consumer
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Applying The 4 P’s
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Product/Service Related Issues
Desirability
of Specific Features
Purchase Decisions
Motivations
How
often
Competitive
Comparisons
Substitution Comparisons
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Applying The 4 P’s
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Pricing Related Issues
Acceptable
price points
Price sensitivity
Competitive pricing
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Applying The 4 P’s
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Place (Distribution)
Best
methods
Competitor distribution methods
New/alternative distribution methods
Cost comparisons
Supply chain
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Applying The 4 P’s
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Promotion
Logo
Development Testing
Effective Advertising Media
Advertising Testing
Competitor Advertising
Packaging Considerations
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Why?
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Marketing Research helps you make better
informed and less risky decisions
Marketing
research helps execute your strategic plan
Marketing research helps drive decision-making
Marketing research helps to reduce risk
Marketing research helps to develop a competitive
strategy and win customers
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MR Methodologies
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Quantitative Research
FAX
Surveys
Mail Surveys
Mail Panels
Telephone Surveys
Personal Interviews
Web-based Surveys
Qualitative Research
In-Depth
Interviews
Telephone
Face-to-Face
Intercept
Interviews
Focus Groups
Observation
Experimental
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THANK YOU