Transcript Marketing Basics - Presentation (Download in PPT

Marketing…what is it?
• What comes to mind when we say
“Marketing”…Advertising?
• Ads are the tip of the iceberg!
• Ads grow ultimately from corporate
marketing strategy decisions, which are
based in the company’s marketing situation
• Hundreds, even thousands of decisions
before ads get created.
Who Woke Up This Morning?
• For each product that you each used before you
even got to your desk, so many marketing
decisions were made!
• If there was a great new coffee that was being
sold in Siberia would you go there to buy it?
–
–
–
–
1. You wouldn’t likely hear about it
2. It’s too far to go
3. Delivered cost would be too high
4. It may be made from substances we are not used
to drinking!
Marketing Utility
• Form Utility:
– Products must be in a form the customer finds useful
and/or pleasing
• Place Utility:
– They need to be accessible where the customer expects
them to be
• Economic Utility:
– They need to be affordable for the target customers
• Information Utility
– Customers have to know certain things about them
Marketing and
Production/Consumption
• Production Sector has homogeneous supply
capabilities…they tend to specialize
• Consumption Sector has heterogeneous demand
• Marketing overcomes discrepancies & separations
– Discrepancies of quantity and assortment
– Separation of location, time, information, values and
ownership
Cultural/Social
C
Strategy Decisions: Product
•
•
•
•
•
•
•
•
Type of good/service/combination
Features
Quality level
Accessories needed/desired
Instructions/ Installation
Product Line/Branding
Packaging
Warranty/Guarantee
Strategy Decisions: Place
•
•
•
•
•
Distribution Objectives/Market Exposure
Channel Type
Kinds/locations of stores and intermediaries
Transportation/Storage
Service levels
Strategy Decisions: Price
•
•
•
•
•
Pricing objectives
Flexibility required/desired
Pricing levels over the product life cycle
Geographic terms
Discounts/ Allowances
Strategy Decisions: Promotion
• Promotion Objectives
• Push/Pull
• Specific Promotion Blend
–
–
–
–
Sales promotion details/budgets
PR details/budgets
Advertising details/budgets
Personal selling details/budgets
Trends in the Cultural
Environment
•
•
•
•
•
•
•
Women in the Workforce
Aging of America
Empty Nest Baby Boomers
Dependence on Technology
Health Consciousness
Concern About Environment
Others?
Trends in the Technological
Environment
•
•
•
•
•
•
•
Robotics in Manufacturing
Digital Imaging
Computer Scanners at Registers
Satellite Communications
Wireless Communication
Smart cars, houses, appliances
Others?
Trends in Political /Legal
Environment
•
•
•
•
•
•
Deregulation
Degree of Emphasis on Anti-trust Laws
Consumerism
International Trade Laws
Economic “Sanctions”
Others? (Napster, etc?)
Examples of Company Resources
•
•
•
•
•
•
Financial Strength
Production Flexibility
Patents
Channel Relationships (P&G)
Loyal Customer Base (Coke)
Technical Capability (3M)
New Trends
• What Is “Mass Customization”?
– How is it different from mass production?
– How is it similar to mass production?
– Examples?
• What is “Disintermediation”
– Examples?
– Who is affected by it?