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Chapter 2
Slide 1
MKTG 106
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 2
MKTG 106
Page 30
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 3
MKTG 106
• The Marketing Management Process is
1. Planning mktg activities
2. Directing the implementation of the
plans
3. Controlling the plans - checking
progress
Page 49
some texts use P.O.D.C.
Planning, Organizing, Directing, Controlling
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 4
MKTG 106
• “...Planning Strategies to guide the whole
firm is called
STRATEGIC (Management) PLANNING…”
page 31
• “...A Mktg Strategy specifies a target
market and a related marketing mix…”
- mktg mix is the 4p’s
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 5
MKTG 106
• On page 30 - 31 the text makes a lot of
effort to explain that planning which
specific customers you sell to (tarket
market) and how you go about
developing the plans to do that, is one
of the many important fundamentals
of marketing
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 6
MKTG 106
• Target mktg does not mean SMALL - it
means SPECIFIC
• Target mktg has 4ps specific
Page 32 in Shapiro
• Mass marketing is selling to everyone
• 4ps are general for the whole market
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 7
MKTG 106
Page 32 in Shapiro
• MAIN REASON for Target mktg is to
gain
Competitive Advantage
- by knowing something more specific about the
customer you can make a better product that has
more customer satisfaction
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 8
MKTG 106
• Mass marketing is selling to everyone
• Mass marketers have target markets
which are very large and spread out
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 9
MKTG 106
Developing Marketing Mixes for
Target Markets
• “… many different features and quality
levels…”
eg - peripherals
- features
- colours
- shape
Page 32 in Shapiro
- flavour
- longevity
Eg. Leather daytimers
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 10
MKTG 106
Page 33 in Shapiro
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
MKTG 106
Slide 11
Thoroughly read
page 33-34
Product - (Chpt 9 and 10) the physical aspects of the
product - making something people want to buy with the
right attractive features
Place - (Chpt 11 & 12) distribution channels - getting it to
the customer, middlemen and wholesalers, shipping costs
Promotion - (Chpt 14, 15 & 16) telling customers about
the product, personal selling, mass selling, advertising,
publicity, sales promotion
Price - (Chpt 17 & 18) pricing objectives, penetration
pricing, skimming, profit oriented, discounts, competition’s
price
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 12
MKTG 106
Therefore ---once you understand the importance of
the 4 p’s,,,,,
the rest of the book is essentially
chapters explaining the 4 p’s in more
detail ;-)
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 13
MKTG 106
So, you take the 4 p’s (the mktg mix) and
your selected target market and put
these together into your marketing
strategy
Page 35
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 14
MKTG 106
Your marketing strategy is only as good
as your understanding of the target
market - “… marketers must analyze
their potential target markets with great
care…”
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
MKTG 106
Slide 15
Marketing Plan
“the marketing plan fills out the marketing
strategy
Page 36 in Shapiro
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
Chapter 2
MKTG 106
Slide 16
Marketing Plan
Page 36
• Def’n “… a written statement of a
marketing strategy and the time-related
details for carrying out the strategy…”
• “… Several plans make a whole
marketing programme…” Page 38
• “… the marketing programme is in turn
part of the firm’s whole company
strategic plan…”
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
MKTG 106
Slide 17
Marketing Programme
• “… the marketing programme blends all
of the firm’s marketing plans into one
big plan …”
Page 57 in Shapiro
Look at diagram in Exhibit 2 - 7 on top of page 39
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 18
MKTG 106
The Importance of Marketing
Strategy Planning
• If you have a good understanding of future
trends, and if you are able to have better
knowledge (than your competitor) about
customer wants and needs, you can develop
a new and better way to approach the
market
Page 39
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 19
MKTG 106
The Importance of Marketing
Strategy Planning
P.
40
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 20
MKTG 106
Page 40
strategic plan re: 4ps
- what did they do?
• Price -offer watches for sale at low price
• Place -offer watches available at places
other than traditional jewellery stores
• Product - change styling to be more
fashionable
• Promotion - return to famous slogans
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 21
MKTG 106
What are some real-life
attractive opportunities
now in
January 1999 ?
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 22
MKTG 106
What are some real-life attractive opportunities right now
in January 1999 ?
• Pocket pager w personal alarm, and lighter
• Pills to Eliminate eating (have more time for other stuff)
• Faster and more efficient medical diagnosis
• Illuminating Frisbee for pets
•“Beam me up to school Scotty”
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 23
MKTG 106
What are some real-life attractive opportunities right now
in January 1999 ?
• Lipstick tube w toothbrush/floss at other
end
•satellite dish feeding different TVs
•Multi-head shower
•lollipop pen
•anti-fog glasses
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 24
MKTG 106
What are some real-life attractive opportunities right now
in January 1999 ?
• Bubble gum / 1 hr
•security tech affordable for household entry
•kinetic energy heat for da feet
•access/egress voice control for pets
•voice stress analysis, portable/concealable
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 25
MKTG 106
What are some real-life
attractive opportunities right
now in
September 1999 ?
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
MKTG 106
Slide 26
Competitive Advantage
• “every firm needs some competitive
advantage”
Page 45
• something you are really good at doing
• something that is better than your
competition
• something which people want - so you
can sell it without drastically having to
lower the price
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
Slide 27
MKTG 106
What are you going to do?
• “most people have unsatisfied needs - and
alert marketers who see these needs find
opportunities all around them” page 45
Translation
• most people can’t get what they want !
• some smart people find out what you want !
• these smart people make a lot of $$ selling stuff to you !
• you buy this stuff which you never could get before !
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
MKTG 106
•
•
•
•
Slide 28
What are you going to do?
Types of Opportunities to Pursue
Market Penetration
Market Development
Product Development
Diversification
From Basic Marketing, Shapiro, Ninth Canadian Edition
page 45
page 46
page 47
page 47
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Chapter 2
MKTG 106
Slide 29
What are you going to do?
Types of Opportunities to Pursue
Market Penetration
page 45
• “… means trying to increase sales in present
(or new) markets through a more aggressive
marketing mix …”
•
•
•
•
•
could be done by a low low price
could be totally new features on the product
could be allowing it to be bought over the net
could be by co-branding with another product
better promotion to attract competition’s customers
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
Chapter 2
MKTG 106
Slide 30
What are you going to do?
Types of Opportunities to Pursue
Market Development
page 46
• “… means trying to establish sales by selling
present products in new markets …”
• could be done by using different media
• new channels of distribution (Place)
• new uses (Product) eg. Baking soda
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
Chapter 2
MKTG 106
Slide 31
What are you going to do?
Types of Opportunities to Pursue
Product Development
page 47
• “… means offering new or improved products
for present markets …”
• could be done by modifying the product
(product modification)
• add different levels of quality
• add more sizes, features, new versions
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
MKTG 106
•
•
•
•
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Slide 32
Developing and Applying
Screening Criteria
SWOT page 48
Strength
Weakness
Opportunities
Threats
ROI - Return on Investment
From Basic Marketing, Shapiro, Ninth Canadian Edition
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Chapter 2
MKTG 106
Slide 33
What are you going to do?
Types of Opportunities to Pursue
Diversification
page 47
• “… means moving into different lines of
business …”
• means new products AND new markets
•
•
•
•
•
eg. McDonalds pizza, salad, TexMex
eg. Nike, watches
eg. Mercedes SUV
eg. Calvin Klein, clothing to fragrances
eg. Jeep, mountain bikes
From Basic Marketing, Shapiro, Ninth Canadian Edition
ppt slides created
Chapter 2
MKTG 106
Slide 34
What are you going to do?
Types of Opportunities to Pursue
International Opportunities
page 52
• “… national boundaries no longer limit
market opportunities …”
• if you are competitive, and if transportation
costs are not too high, then you should “go
for it”
• niche market is key if you have a unique
product
From Basic Marketing, Shapiro, Ninth Canadian Edition
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