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Concept - Foundation Combined Slides (ch.1,2,11,3)
Concept - Foundation Combined Slides (ch.1,2,11,3)
12th edition
1
Defining Marketing
for the 21st Century
Kotler Keller
Chapter Questions
Why is marketing important?
What is the scope of marketing?
What are some of the fundamental
marketing concepts?
How has marketing management changed?
What are the tasks necessary for
successful marketing management?
1-2
What is Marketing?
1-3
What is Marketing Management?
1-4
For an exchange to occur…..
There are at least two parties.
Each party has something that might be of value
to the other party.
Each party is capable of communication and
delivery.
Each party is free to reject the exchange offer.
Each party believes it is appropriate or desirable
to deal with the other party.
1-5
What is Marketed?
Goods Places
Services Properties
Events Organizations
Experiences Information
Persons Ideas
1-6
Demand States
Negative Irregular
Nonexistent Unwholesome
Latent Full
Declining Overfull
1-7
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
1-8
The marketplace isn’t what it used to be….
1-9
Company Orientations
Production
Product
Selling
Marketing
1-10
Marketing Mix and the Customer
Four Ps Four Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication
1-11
Core Concepts
Needs, wants, and Marketing channels
demands Supply chain
Target markets, Competition
positioning, Marketing
segmentation environment
Offerings and brands Marketing planning
Value and
satisfaction
1-12
I want it, I need it…..
5 Types of Needs
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
1-13
Marketing Management Tasks
Developing marketing Shaping market
strategies offerings
Capturing marketing Delivering value
insights Communicating
Connecting with value
customers
Creating long-term
Building strong brands
growth
1-14
MARKETING MANAGEMENT
12th edition
2
Developing Marketing
Strategies and Plans
Kotler Keller
Chapter Questions
How does marketing affect customer
value?
How is strategic planning carried out
at different levels of the organization?
What does a marketing plan include?
1-16
Improving Value Delivery the
Japanese Way
0 customer feedback time
0 product improvement time
0 purchasing time
0 setup time
0 defects
1-17
3 V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network
1-18
Benchmarks
Organizational Competitor
costs costs
and and
performance performance
measures measures
1-19
Core Business Processes
Customer
Market
relationship
sensing
management
Customer
acquisition
1-20
Characteristics of Core Competencies
1-21
Challenges Facing CMO’s
Doing more with less
Driving new business development
Becoming a full business partner
1-22
Levels of a Marketing Plan
Strategic Tactical
Target marketing Product features
decisions Promotion
Value proposition Merchandising
Analysis of marketing Pricing
opportunities Sales channels
Service
1-23
Corporate Headquarters’ Planning Activities
1-24
Good Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
1-25
Major Competitive Spheres
Industry Market segment
Products Vertical channels
Competence Geographical
1-26
Rubbermaid Commercial Products, Inc.
1-28
eBay
1-29
Dimensions That Define A Business
Customer
groups
Customer
Technology
needs
1-30
Characteristics of SBUs
It is a single business or collection of
related businesses
It has its own set of competitors
It has a leader responsible for:
Strategic planning
Profitability
Efficiency
1-31
Organizations
Culture
Policies
Structure
1-32
Market Opportunity Analysis (MOA)
Can the benefits involved in the opportunity be
articulated convincingly to a defined target
market?
Can the target market be located and reached
with cost-effective media and trade channels?
Does the company possess or have access to
the critical capabilities and resources needed
to deliver the customer benefits?
1-33
Market Opportunity Analysis
(MOA)_2
Can the company deliver the benefits
better than any actual or potential
competitors?
Will the financial rate of return meet or
exceed the company’s required threshold
for investment?
1-34
Goal Formulation and MBO
Requirements for using MBO
Unit’sobjectives must be hierarchical
Objectives should be quantitative
Goals should be realistic
Objectives must be consistent
1-35
Porter’s Generic Strategies
Overall cost leadership
Differentiation
Focus
1-36
Categories of Marketing Alliances
1-37
Marketing Plan Contents
Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls
1-38
Evaluating a Marketing Plan
1-39
MARKETING MANAGEMENT
12th edition
11
Dealing with Competition
Kotler Keller
Chapter Questions
How do marketers identify primary competitors?
How should we analyze competitors’ strategies,
objectives, strengths, and weaknesses?
How can market leaders expand the total market
and defend market share?
How should market challengers attack market
leaders?
How can market followers or nichers compete
effectively?
1-41
Figure 1.1 Five Forces Determining
Segment Structural Attractiveness
Potential entrants
Suppliers
Buyers
Industry competitors
Substitutes
1-42
Industry Concept of Competition
1-43
Industry Concept of Competition
Pure monopoly
Oligopoly
Monopolistic competition
Pure competition
1-44
Analyzing Competitors
Share of market
Share of mind
Share of heart
1-45
Expanding the Total Market
New customers
More usage
1-46
Figure 11.6 Six Types of
Defense Strategies
Defender
Flank
Preemptive
Counteroffensive
Mobile
Contraction
1-47
Factors Relevant to Pursuing
Increased Market Share
Possibility of provoking antitrust action
Economic cost
Pursuing the wrong marketing-mix
strategy
The effect of increased market share on
actual and perceived quality
1-48
Other Competitive Strategies
Market challengers
Market followers
Market nichers
1-49
Market Challenger Strategies
Define the strategic objective and
opponents
Choose a general attack strategy
Choose a specific attack strategy
1-50
General Attack Strategies
Frontal attack
Flank attack
Encirclement attack
Bypass attack
Guerrilla warfare
1-51
Specific Attack Strategies
1-52
Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adaptor
1-53
Balancing Orientations
Competitor-centered
Customer-centered
1-54
MARKETING MANAGEMENT
12th edition
3
Gathering Information
and Scanning the
Environment
Kotler Keller
Chapter Questions_1
1-56
Chapter Questions_2
1-57
MIS Probes for Information
What decisions do you regularly make?
What information do you need to make these decisions?
What information do you regularly get?
What special studies do you periodically request?
What information would you want that you are not getting
now?
What are the four most helpful improvements that could
be made in the present marketing information system?
1-58
Internal Records
Order-to-Payment Cycle
Sales Information System
Databases, Warehousing, Data mining
Marketing Intelligence System
1-59
Steps to Improve Marketing Intelligence
Train and motivate sales force
Motivate channel members to share intelligence
Network externally
Utilize customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online
1-60
Needs and Trends
Fad
Trend
Megatrend
1-61
10 Megatrends Shaping the
Consumer Landscape
Aging boomers Increased immigration
Delayed retirement Rising Hispanic
Changing nature of influence
work Shifting birth trends
Greater educational Widening geographic
attainment differences
Labor shortages Changing age
structure
1-62
Environmental Forces
Demographic
Economic
Socio-Cultural
Natural
Technological
Political-Legal
1-63
Population and Demographics
Size Household
Growth rate patterns
Age distribution Regional
1-64
Economic Environment
$ Purchasing Power
$ Income Distribution
$ Savings Rate
$ Debt
$ Credit Availability
1-65
Types of Industrial Structures
Industrial economies
Industrializing economies
Raw-material exporting economies
Subsistence economies
1-66
Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
1-67
Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
1-68
Technological Environment
Pace of change
Opportunities for innovation
Varying R&D budgets
Increased regulation of change
1-69