Transcript MKT 2204 WEEK 3

UNIVERSITY OF GUYANA
MARKETING 2204 …..MODULE 3…WEEK 3
ERIC M. PHILLIPS (MBA,
CTP, BSc. Eng.; WHITE
HOUSE FELLOW)
FEBRUARY 2014
MARKETING MANAGEMENT SUMMARY
EXCELLENCE
John. W. Gardner, the Great American Leader once stated
“We must learn to honor excellence in every socially accepted human
activity, however humble the activity, and to scorn shoddiness, however
exalted the activity.
An excellent plumber is infinitely more admirable than an
incompetent philosopher. The society that scorns excellence in plumbing
because plumbing is a humble activity and tolerates shoddiness in
philosophy because it is an exalted activity will have neither good plumbing
nor good philosophy. Neither its pipes nor its theories will hold water."
MARKETING & YOU
Marketing is an exciting subject.
A Way of Life.
We humans are walking, talking Marketers.
ROLES , RIGHTS & RESPONSIBILITIES OF THE
STUDENT
The student learns Marketing through self-inquiry, self-analysis and self-participation.
The Principles of Marketing taught at most first year university courses are introduced
through the student’s mental prism by the fundamental idea……each student is a
unique product, with God given talents, skills, attributes and life paths. So instead of
teaching in a manner that asks the student to remember ideas or facts, the approach
taken in this text book, has the following characteristics:

Learning through personalization for internalization.

Learning by doing.

Thinking more abstractly than linearly.

Exploring natural learning “hooks”.

The Vision Map

The use of “life lessons”

Exercises to nurture and promote “creativity”, and

Team building through leadership training.
THE PHILLIPS VISION MAP
LEARNING TOOLS
Here Lies Berry Bill Caught Napping On A
Friday Night
ABSTRACT
VERSUS
1+ 1 = 2;
1 + 1 = 11
1+1=?
LINEAR THINKING
ABSTRACT AND LINEAR THINKING
1 = 11
2 = 22
3 = 33
4 = 44
5 = 55
6 = 66
7 = 77
8 = 88
9 = 99
What is 11 equal to?
LINEAR THINKING?
ABSTRACT THINKING?
ABSTRACT THINKING?
ABSTRACT THINKING
ABSTRACT THINKING

NO SMOKING ALLOWED

NO, SMOKING ALLOWED

IMPOSSIBLE

I’M POSSIBLE

UG…..DEAD OR ALIVE IN 50 YEARS
NELSON MANDELA

Courage is not the absence of fear — it's inspiring others to move beyond it.

Lead from the front — but don't leave your base behind.

Lead from the back — and let others believe they are in front.

Know your enemy — and learn about his favorite sport.

Keep your friends close — and your rivals even closer

Appearances matter — and remember to smile

Nothing is black or white

Quitting is leading too
MARKETING IDIOMS
PERCEPTION IS REALITY? OR IS REALITY
PERCEPTION?
PERCEPTION IS REALITY?
All the world's a stage
And all the men and women merely
players.
They have their exits and their entrances;
And one man in his time plays many parts,
His acts being seven ages.
At first the infant,
Mewling and puking in the nurse's arms
Last scene of all
That ends this strange eventful history
Is second childishness and mere oblivion
Sans teeth, sans eyes, sans taste, sans
everything.
THE GARDEN OF EDEN?
PERCEPTION VERSUS REALITY
THE CUSTOMER IS ALWAYS RIGHT?
ADVERTISING……THE SEVEN
DEADLY SINS

LUST- Excessive sexual desire

GLUTTONY- over consumption of anything

GREED- Excess acquisition of wealth

SLOTH- Sadness

WRATH- uncontrolled feelings of hatred and anger

PRIDE- excessive love of self

ENVY- Resentful
MESSAGING………ADVERTISING
Who are you?
What problems do you solve?
Where is your target market?
When would your audience benefit?
Why do they pick your solution?
IDIOM: THE CUSTOMER IS ALWAYS RIGHT?
Creating Perception is a process, not
a destination.
It's a continuing process.
The Perception of a business - what it
is, what it does, what it offers - is
something that requires periodic
updating
… as the times and the expectations
of its customers and the public
change.
THE CUSTOMER IS ALWAYS
RIGHT
SUBLIMINAL MARKETING?
WHAT COLOUR ARE YOU?
Color can influence our emotions, our
actions and how we respond to various
people, things and ideas. Much has
been studied and written about color
and its impact on our daily lives.
Many people believe that colors are
powers, and that colored stones are
especially powerful. Here are some of
the meanings of colors and the energies
contained in their corresponding
stones.
WHICH COLOUR ARE YOU?
WHICH COLOUR ARE YOU?
WHICH COLOUR ARE YOU?
WHICH COLOR ARE YOU?
WOMEN DRESS FOR OTHER WOMEN?
COGNITIVE DISSONANCE
FOX AND THE GRAPES
RELIGIOUS DOOMSDAY GROUP
SMOKING AND LUNG CANCER
YOUNG WOMEN IN LOVE
FROZEN HEAT
POEM……IMMORTALITY
COGNITIVE DISSONANCE ?
COGNITIVE DISSONANCE?
COGNITIVE DISSONANCE
CANCER IS SUCH A SWEET SORROW
PERCEPTION VRS REALITY
BOOK SENSE, COMMON SENSE & NONSENSE?
TODAY’S MARKETING REALITY
PHILIP KOTLER
GOING INTERNATIONAL?
AUTOMOBILE AND INDUSTRIAL EQUIPMENT
NEAL & MASSY TRANSPORTATION GROUP LTD
NEAL & MASSY AUTOMOTIVE LTD
CITY MOTORS (1986) LTD
TOBAGO SERVICES LTD
BEST AUTO LTD
AUTOMOTIVE COMPONENTS LTD
MASTER SERV LTD
TRACMAC ENGINEERING LTD
PRES-T-CON LTD
NEAL & MASSEY ENERGY AND INDUSTRIAL GASES
NEAL & MASSY ENERGY LTD
NEAL & MASSY ENERGY SERVICES LTD
NEAL & MASSY ENERGY RESOURCES LTD
NEAL & MASSY Wood Group LTD (Holding 50%)
NM INSERTECH (CARIBBEAN) LTD
NM INDUSTRIAL GAS HOLDINGS LTD
NEAL & MASSY GAS PRODUCTS LTD
INDUSTRIAL GASES LTD
TRINTOGAS CARBONICS LTD
CARIBBEAN INDUSTRIAL GASES UNLIMITED
NMAP SERVICES UNLIMITED (Holding 50%)
NM PETROCHEMICALS SERVICES LTD
NM SUPPLY CHAIN INTEGRATORS (Holding 51%)
FOOD GROUP(FOOD/LOGISTICS/DISTRIBUTION)
HI-LO FOOD STORES DIVISION
MARKETING & DISTRIBUTION DIVISION
HUGGINS SHIPPING &
CUSTOMS BROKERAGE LIMITED
MELVILLE SHIPPING LTD
CMA CGM TRINIDAD LTD (Holding 40%)
FINANCIAL, PROPERTY & OTHERWISE
GENERAL FINANCE CORPORATION LTD
NM REMITTANCE SERVICES LTD
MAGNA REWARDS (TRINIDAD & TOBAGO) LTD
NEALACO PROPERTIES LIMITED
NEALCO REAL ESTATE LTD.
INFORMATION TECHNOLOGY, COMMUNICATIONS, OTHER
SERVICES
NEAL & MASSY ITC GROUP LTD
ILLUMINAT (TRINIDAD & TOBAGO) LTD
NEALCO DATALINK LTD
THREE SIXTY COMMUNICATIONS LTD (Holding 75%)
PEREIRA & COMPANY LTD
G4S HOLDINGS (TRINIDAD) LTD (Holding 24.5%)
YOU ARE WHAT YOU THINK?
Watch your thoughts; they become words.
Watch your words; they become actions.
Watch your actions; they become habits.
Watch your habits; they become character.
Watch your character; it becomes your destiny.
Frank Outlaw
GLOBAL WARFARE
MODULE 3…..WEEK 3
WHAT IS A MARKET?
DIFFERENT MARKETS?
MARKETS?
WHAT IS A MARKET?
Main actors and forces in a modern marketing system
Competitors
Marketing
intermediaries
Suppliers
Company
(marketer)
48
End user market
THE MARKETING PROCESS
CARICOM………….CSME
CARICOM OR CARI-GONE?
BRAZIL
MAJOR COMMERCIAL CROPS OF
BRAZIL
Coffee
WORLD’S LARGEST PRODUCER
Citrus fruit
WORLD’S LARGEST PRODUCER
Soybeans
SECOND LARGEST PRODUCER
UNASUR………MARKET?
MERCURSOR
Separated by history and culture in the past, Guyana has made a conscious decision to pursue its
continental destiny and signing this Agreement today marks another step in this direction.”
THE EU….27 COUNTRIES, 24 LANGUAGES
With a combined population of over 500 million inhabitants]or 7.3% of
the world population, the EU, in 2012, generated a nominal gross
domestic product (GDP) of 16.584 trillion US dollars, representing
approximately 20% of the global GDP when measured in terms of
purchasing power parity (PPP).
THE WORLD’S LARGEST MARKETS
CHINA….1.334 B AND COUNTING
PRODUCERS AND BUYERS OF OIL
GUYANA’S MARKET?
MALE POWER OR FEMALE
POWER?
GUYANA THE FREE?DOM
Guyana's emigration rate is among the highest in the world - more than 55% of
its citizens reside abroad - and it is one of the largest recipients of remittances
relative to GDP among Latin American and Caribbean counties.
Although remittances are a vital source of income for most citizens, the
pervasive emigration of skilled workers deprives Guyana of professionals in
healthcare and other key sectors. More than 80% of Guyanese nationals with
tertiary level educations have emigrated. Brain drain and the concentration of
limited medical resources in Georgetown hamper Guyana's ability to meet the
health needs of its predominantly rural population. Guyana has one of the
highest HIV prevalence rates in the region and continues to rely on
international support for its HIV treatment and prevention programs.
A DIFFERENT CONCEPTUAL VIEW OF A MARKET
MASLOW’S HIERARCHY
IS TIME THE PRODUCT ?….MASLOW’S HIERARCHY
THE CUSTOMER IS ALWAYS
RIGHT?
MARKETING VERSUS SELLING?
FRIEDRICH NIETZSCHE
“A pair of powerful spectacles has sometimes sufficed to cure a person in love”.
QUESTION
What is the difference between MARKETING
and SELLING?
THE PET ROCK CRAZE (1975)
GARY DAHL……….DOGS, CATS, PETS…..TOO EXPENSIVE
WHAT IS THE MARKETING MIX?
OVERARCHING DEFINITION
PHILIP KOTLER and GARY ARMSTRONG……………..PRINCIPLES OF MARKETING (14TH EDITION)
MARKETING IS
“CREATING AND CAPTURING CUSTOMER VALUE”
“MANAGING PROFITABLE CUSTOMER
RELATIONSHIPS”
THE MARKETING PROCESS
MARKETING MANAGEMENT?
Marketing Management is the art and science of choosing target
markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer value.
Marketing Management is the analysis, planning, implementation
and control of programs designed to create, build and maintain
beneficial exchanges with target markets for the purpose of
achieving organizational goals.
CHOOSING A VALUE PROPOSITION


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
1.
EVERY COMPANY MUST CHOOSE HOW IT WILL SERVE ITS TARGET MARKET.
HOW IT WILL DIFFERENTIATE AND POSITION ITSELF IN THE MARKETPLAC
HOW TO BRAND ITSELF
HOW TO CREATE A “VALUE PROPOSIION IN THE MIND OF CONSUMERS.
BRAND MESSAGES………………………………
HERTZ ……………………..WE ARE NUMBER ONE
2.
PEPSI
………………………EMBRACE YOUR PAST..BUT LIVE FOR NOW
3.
COKE………………………….ADDS LIFE
4.
LEXUS…………………………THE RELENTLESS PURSUIT OF PERRFECTION
5.
McDONALDS
I AM LOVING IT
MARKETING MANAGEMENT
PHILOSOPHIES
THERE ARE 5 MARKETING
MANAGEMENT PHILOSOPHIES
Under which organizations conduct their
marketing activities.
1. Production
2. Product
3. Selling
4. Marketing, and
5. Societal marketing
PROGRESSION ?
FIFTH CONCEPT: THE SOCIETAL
MARKETING CONCEPT
The Societal marketing concept holds that the organization should
determine the needs, wants, and interests of target markets.
It should then deliver superior value to customers in a way that
maintain or improves the consumer's and the society's well being.
The Societal marketing concepts asks if the firm senses, serves,
and satisfies individual wants AND is always doing what's best for
consumers and society in the long run
We are going global
Foreign environment
(uncontrollable)
1
Political/legal
forces
7
Cultural
forces
Domestic environment
(uncontrollable)
Political/
legal
forces
(controllable)
Price
Promotion
6
Geography
and
Infrastructure
Economic
forces
2
Competitive
structure Competitive
Forces
Product
Channels of
distribution
7
Level of
Technology
Economic climate
5
4
Structure of
distribution
3
Environmental
uncontrollables
country market A
Environmental
uncontrollables
country
market B
Environmental
uncontrollables
country
market C
GLOBAL WARFARE
WE DID OUR MARKET SEGMENTATION,
TARGETING AND POSITIONING…AND WE HAVE A
GLOBAL CUSTOMER BASE
Market
Segmentation
1. Identify
segmentation
variables and
segment the
market
2. Develop
profiles of
resulting
segments
Market
Targeting
3. Evaluate
attractiveness
of each
segment
4. Select the
target
segment(s)
Market
Positioning
5. Identify
possible
positioning
concepts for
each target
segment
6. Select,
develop, and
communicate
the chosen
positioning
concept
WATER FACTS

A dairy cow must drink four gallons of water to produce one gallon of milk

122 gallons of water are needed to produce one loaf of bread

It takes 50 glasses of water to grow enough oranges to make one glass of
orange juice

It takes around 1,800 gallons of water to grow enough cotton to produce just
one pair of regular ol' blue jeans.
UPS…….UNITED PARCEL SERVICE
ECONOMIC PROSPERITY…………………..PROFITABLE GROWTH THROUGH A
CUSTOMER FOCUS
SOCIAL RESPONSIBILITY………………..COMMUNITY ENGAGEMENT AND
INDIVIDUAL WELL BEING
ENVIRONMENTAL STEWARDSHIP…………………….OPERATIONG EFFICIENTLY
AND PROTECTING THE ENVIRONMENT
AVON………………………………CANCER/PINK
THE MICRO ENVIRONMENT
DEFINED AS FORCES CLOSE TO THE COMPANY
THAT AFFECT ITS ABILITY TO SERVE ITS
CUSTOMERS
1.
THE COMPANY’S OTHER DEPARTMENTS
2.
SUPPLIERS (BAKEWELL…FLOUR)
3.
MARKETING CHANNEL FIRMS (INTERMEDIARIES)
4.
COMPETITORS (ENEMIES)
PUBLICS (HAS ACTUAL OR POTENTIAL INTEREST)
(BANKS,MEDIA, GOVERNMENT,CITIZENS, NGOs, ENVIRONMENTAL
GROUPS, NDCs, RDCs, BOARD OF DIRECTORS,EMPLOYEES)
5.
THE MARKETING ENVIRONMENT
WHAT TYPE OF PRODUCT AM I?
MY FACEBOOK PAGE
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NAME
OUTRAGEOUS EMAIL ADDRESSES
INTERESTING PICTURES
TYPE AND NUMBER OF FRIENDS
STATEMENTS AND COMMENTS MADE
ATTITUDES
THE REAL SUPERMAN…..I AM THE PERFECT
PRODUCT
BE WELL PREPARED
TIME MANAGEMENT?
LIFE LESSON ?
GOD, GRANT ME THE SERENITY TO ACCEPT
THE PEOPLE I CANNOT
CHANGE;
THE COURAGE TO CHANGE THE ONE I CAN;
AND THE WISDOM TO
KNOW THAT PERSON IS ME.
KEY SUCCESS FACTORS
ABSTRACT THINKING
CLASS
ATTENDANCE
MATURITY
TEAMWORK
INTERNATIONAL BUSINESS?
A GLOBAL FOOD SHORTAGE?
SCARCE RESOURCES, CREATED NEEDS
FOOD IS THE UNDERLYING GLOBAL WAR?
FOOD AS A GLOBAL COMPARATIVE ADVANTAGE
LIMITS TO GROWTH
FOOD IS TODAY’S BIGGEST PRODUCT
WE ARE AMAZINGLY BLESSED
GIVE ME 3 HAMBURGERS AND A DIET COKE
COGNITIVE DISSONANCE=GREAT MARKETING
MORE PROTEIN…..LESS FAT
BOOK SENSE, COMMON SENSE & NONSENSE?
SUPPLY AND DEMAND….
PERCEPTION IS NOT REALITY
GLOBAL FOOD AND BEVERAGE
MONOPOLIES
THE NEW COLONIZERS
WHY ARE THE CHINESE AND VENEZUELANS
HERE?