Transcript The Marketing Mix - Universidad de Navarra

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Fundamentals of Finance & Marketing
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Faculty of Economics and
Business Administration
Presented by:
Sanjeev Nath
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Presentation Goal
• Put in context where we are in this class
– What you have covered?
• Plan the semester
– Where are we going?
• How are these topics inter-related?
• Approach to the class
– Your role
– My role
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So far…
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•Goals, People, and Activities
Business in a
Changing World •Different Economic Systems: Capital, Social,
Communism
•Supply/Demand, Competition
•Ethics Social Responsibility
•IB: Trade, Barriers, Block/Alliance
•IB: Exp/Imp, FDI, JV, MNC Franchise, &
Strategy
•IT: Managing Info, B2B, B2C, C2C
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So far…
•Sole Proprietorships, Partnerships, and
Business in a
Changing World Corporations
•Mergers and Acquisitions
Starting &
Growing a
Business
•Small Businesses
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•Managment Functions
Business in a
Changing World •Types and Areas of Management
•Skills of Managers,
Starting &
Growing a
Business
•Organizational Structures: Contributes to
Communication
• Groups and Teams
Quality and
•OM. Capacity, Lead Time, Bottlenecks,
Competitiveness Logistics, Scheduling
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So far…
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•Hawthorne Effect, Maslow
Business in a
Changing World •Motivation Techniques
Starting &
Growing a
Business
•Recruitment, Selection, Retention, and
Separation
•Turnover, Benefits, Unions
•Diversity
Quality and
Competitiveness
Human
Resources
Example
Ebbs, Flows and Residual Impact of Business Fads *
1950-2000
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Self Managing Teams
Core Competencies
Horizontal Organizations
Business Process Re-engineering
Continuous Improvement/Learning Organization
Empowerment
Workout
Visioning
Cycle Time/Speed
Benchmarking
One Minute Managing
Corporate Culture
Intrapreneuring
Influence Index
Just in Time/Kanban
Matrix
MBWA
Portfolio Management
Restructuring/Delayering
“Excellence”
Management by Objectives
Conglomeration
‘Theory Z’
T-Group Training
Brainstorming
Theory X and Theory Y
Satisfiers/Dissatisfiers
Managerial Grid
Quality Circles/TQM
Wellness
Decentralisation
Value Chain
Zero Base Budgeting
Strategic Business Units
‘Theory Z’
Experience Curve
Diversification
Decision Trees
1950
1960
1970
1980
1990
2000
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Business in a
Changing World
Starting &
Growing a
Business
Moving Forward…
Marketing
Accounting
Quality and
Competitiveness
Human
Resources
Finance
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Inter-Connections
Accounting
Finance
Human Resources
Information Systems
Labor Relations
Marketing
General
Business
Logistics/Production
Strategy
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Example
Accounting
Finance
Human Resources
Information Systems
A Party
Labor Relations
Logistics/Production
Marketing
Strategy
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Business in a
Changing World
Starting &
Growing a
Business
Quality and
Competitiveness
Human
Resources
Moving Forward…
Marketing
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Marketing Section
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Introduction
Target Market
Product
Distribution
Env. Factors
•Five Types of Utility
•Marketing Concept and Functions
•Customer Relations Management
Pricing
Promotion
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Marketing Section
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Introduction
Target Market
Product
Distribution
Env. Factors
•Target Market Strategies
•Ways to Segment a Market
•Buying Behavior
Pricing
Promotion
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Marketing Section
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Introduction
Target Market
Product
Distribution
Env. Factors
•Developing and Classifying Products
•Product Life Cycle
•Identifying Products: Crossing the Chasm
Pricing
Promotion
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Marketing Section
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Introduction
Target Market
Product
Distribution
Env. Factors
•Distribution Channels
•Intensity of Coverage
•Actual Distribution
Pricing
Promotion
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Marketing Section
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Introduction
Target Market
Product
Distribution
Pricing
Env. Factors
•Strategies
•Relavance of Contribution and Gross Margin
•Competition
Promotion
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Marketing Section
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Introduction
Target Market
Product
Distribution
Env. Factors
•Methods
•Push and Pull Strategies
•Location
Pricing
Promotion
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Marketing Section
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Introduction
Target Market
Product
Distribution
Env. Factors
•Four forces affecting your product
Pricing
Promotion
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Moving Forward…
Business in a
Changing World
Starting &
Growing a
Business
Quality and
Competitiveness
Human
Resources
Accounting
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Accounting Section
Introduction
Journal Entry
Income Statement
Balance Sheet
Break – Even Analysis
Ratio Analysis
•Who uses Accounting, and for what?
•Double – Entry Book Keeping
•The Accounting Cycle
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Accounting Section
Introduction
Journal Entry
Income Statement
Balance Sheet
Break – Even Analysis
Ratio Analysis
•Debits and Credits
•Importance of Understanding the Terms
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Accounting Section
Introduction
Journal Entry
Income Statement
Balance Sheet
Break – Even Analysis
Ratio Analysis
•Creating the Income Statement
•Calculating Cost of Goods Sold
•Calculating Gross Margins
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Accounting Section
Introduction
Journal Entry
Income Statement
Balance Sheet
Break – Even Analysis
Ratio Analysis
•Creating the Balance Sheet
•Calculating Contribution Margin
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Accounting Section
Introduction
Journal Entry
Income Statement
Balance Sheet
Break – Even Analysis
Ratio Analysis
•Monetary and CM% Break - Even
•Step Fixed Break Even
•Blended Break - Even
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Accounting Section
Introduction
Journal Entry
Income Statement
Balance Sheet
Break – Even Analysis
Ratio Analysis
•Using the Income Statment and the Balance Sheet to Analyse company
performance and provide recommendations
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Questions
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Consulting Question
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• Your consulting firm has just been asked to examine this situation:
• An automotive retail store and garage with two stores
(one located in the suburbs, the other in downtown)
is experiencing difficulty.
• Market share is increasing but total profit is
decreasing.
• What questions should you as to help the company
start back on the right track? What
recommendations would you make?