Transcript MAN 101 Week 6 Marketing_9x

Near East University
Faculty Of Economics &
Administrative Sciences
MAN - 101
Introduction To Business
Week 6 - Marketing
Tuğberk KAYA
 [email protected]
Principles of Marketing: Building
Relationships with Customers for
Competitive Advantage (Chp. 11, 12 13)
“Activities, a set of institutions, and process for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners and society at large.”
“Marketing is the management process which identifies, anticipates and
supplies customer requirements efficiently and profitably.” (Chartered
Institute of Marketing)
“Marketing is a social and managerial process buy which individuals and
groups obtain what they need and want through creating and exchanging
products and value with others” (Kotler et al. 2003)
Sources of customer value
 Information
 Convenience
 Association
 Added
Value
 Value for money
Marketing activities
 Marketing
research
 Market analysis
 Setting strategy
 Planning
 Developing new products
 Managing product
portfolios
 Liaising
with Agencies
 Recruiting and training
staff
 Setting promotional
objectives
 Designing promotional
mix
Marketing activities contd.
 Managing
and
protecting brands
 Designing marketing
channels
 Managing marketing
channels
 Analysing
competitor
activity
 Managing customer
service
 Ensuring customers
are satisfied
 Evaluating and
reviewing activities
and plans
The 7 Ps of
marketing
 Product
- A bundle of benefits.
 Price
- Total cost of acquiring the product.
 Place
- The location where the exchange takes place.
 Promotion
- All the communications activities of marketing.
Advertising, Personal Selling, Sales Promotions, PR
 People
- The individuals involved in facilitating the exchange
process.
 Process
- The set of activities which lead to delivery of the
product benefits.
 Physical
evidence – Helps buyers make judgements
Scope of
marketing
 Consumer
 Industrial
 Service
marketing
marketing
marketing
 Not-for-profit
 Small
marketing
business marketing
 International
marketing
Definition of Segmentation
The identification of individuals or
organisations with similar
characteristics that have significant
implications for the determination of
marketing strategy.
The advantages of market segmentation
Target
market
selection
Differentiation
Market
segmentation
Opportunities
and threats
Tailored
marketing
mix
The process of market segmentation &
target marketing
The disaggregated
market
c1
c3
c2
1
2
c1
c4
c6
c5
c7
The segmented
market
c8
The characteristics of
individual customers
are understood
The target
market
3
1
c3
c1
c5
c2
c4
c5
c7
c6
c8
c7
Customers are
grouped into segments
on the basis of having
similar characteristics
2
3
c3
Marketin
c2 g mix
targeted
at
c6 segment
3
c4
c8
Segment 3 is judged
to be most attractive
and a marketing mix
strategy is designed
for that target market
Segmenting consumer markets
Consumer segmentation
Behavioural
Psychographic
Benefits sought
Purchase occasion
Purchase behaviour
Usage
Perceptions and beliefs
Lifestyle
Personality
Profile
Demographic
Socio-economic
Geographic
Marketing communications are part of a changing world
Old World
New World
“Talking At” Consumers
Two-way Dialogue With
Consumers
Focus on Winning New
Customers
Focus on Building Long
Term Relationships With
Consumers
Marketers Relied Primarily
on Advertising and
Promotions
Marketers Use and
Coordinate Many Different
Forms of Communication
With Consumers
Macro versus micro environment
What is a brand?
 A product
is anything that is capable of satisfying
consumer needs.
 A brand
gives a product a distinctive identity
through the creation of a name, design or, more
usually, some combination of these.
Categories, brands and variants
Category
Brand A
Brand C
Brand B
Variants
A1 A2 A3
Variants
B1 B2 B3
Variants
B1 B 2 B3
Why strong brands are important
1.
Consumer perceptions and preferences are
affected by brand names.
2.
Barrier to competition.
3.
High market share, brand loyalty and profits.
4.
Base for brand extensions.
5.
Quality certification.
6.
Trust.
Strong brand names affect perceptions and preference
Blind %
Prefer Diet Pepsi
51
Prefer Diet Coke
44
Equal / Can’t say
5
Strong brand names affect perceptions & preferences
Blind % Open %
Prefer Diet Pepsi
51
23
Prefer Diet Coke
44
65
Equal / Can’t say
5
12
The rebranding process
Set rebranding objectives
Generation of new names
Screening
Information search
Consumer research
Choice of new brand name
Implementation
Global branding decisions
Brand form
 Quality
 Formulation
 Design
 Variants
Global branding
Brand
communications

Name

Execution

Packaging
Brand
additions



Delivery
Service
Guarantees
References
 Ebert,
R. J. and Griffin, R. W. (2015) Business
Essentials. 10th Edn. Harlow: Pearson Education Limited
 Kadri
Mirze (2002) Introduction to Business. Istanbul:
Literatür Publishing.
 Slides
of Mary Munley had been also kindly used.
Any Questions?
[email protected]