2011.02.01 mm
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TRANSCRIPT
Week 1
Class One
Marketing Management
All activities necessary
to
Plan
Research
ImplementControl
evaluate
Five Components of Marketing Management
Planning
Research
ImplementationControl
Evaluation
What is Marketed?
• Goods• Services• Events and experiences• Persons
• Places and properties• Organizations• Information • Ideas
Demand States
• Negative• Nonexistent• Latent• Declining
• Irregular• Unwholesome• Full• Overfull
Marketing Mix and the Customer
Four Ps• Product• Price• Place• Promotion
Four Cs• Customer
solution• Customer cost• Convenience• Communication
Marketing Management Tasks
• Developing marketing strategies
• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Shaping market offerings
• Delivering value• Communicating
value• Creating long-
term growth
Muji
1. Does Mujimanage marketing? If so How?
2. What are the demand states
3. What are the 4 C’s
4. What is marketed?
Class First Last Email School Group
MM.Sabana VANESSA ANDREA ANGULO MORALES [email protected] Sabana 1
MM.Sabana FELIPE BELLO MONTOYA [email protected] Sabana 2
MM.Sabana MARIANA CORDOBA MANOTAS [email protected] Sabana 3
MM.Sabana SABRIN ZULEIMA DEIRANI PRIETO [email protected] Sabana 4
MM.Sabana TOMAS
FERNANDEZ GUTIERREZ DE PIÑERES
[email protected] Sabana 5
MM.Sabana LINA MARIA GIRALDO DURAN [email protected] Sabana 6
MM.Sabana NICOLAS ANDRES GOMEZ GIRALDO [email protected] Sabana 7
MM.Sabana SANDRA JULIANA MAHECHA RAMIREZ [email protected] Sabana 8
MM.Sabana LAURA ANDREA MARTINEZ RAMIREZ [email protected] Sabana 1
MM.Sabana LUISA FERNANDA MOLANO AMAYA [email protected] Sabana 2
MM.Sabana JUAN FELIPE MUÑOZ MARTINEZ [email protected] Sabana 3
MM.Sabana STEPHANIAPARDO SANTAMARIA [email protected]
Sabana 4
MM.Sabana DAVID FERNANDO POLANIA MEDINA [email protected] Sabana 5
MM.Sabana JOHAN SEBASTIANRAMIREZ GOYENECHE [email protected] Sabana 6
MM.Sabana ESTEBAN RAMOS KLOTZ [email protected] Sabana 7
MM.Sabana DAVID ANDRES RUIZ ALVAREZ [email protected] Sabana 8
MM.Sabana SARA ELIZABETH STELLA RINCON [email protected] Sabana 1
MM.Sabana ALEJANDRO TOBAR RESTREPO [email protected] Sabana 2
MM.Sabana KATHERIN TORRES SOLANO [email protected] Sabana 3
MM.Sabana CAROLINA TRIANA MORENO [email protected] Sabana 4
MM.Sabana MARIA ALEJANDRA VARGAS LOPEZ [email protected] Sabana 5
MM.Sabana MARIA ANDREA VILLAMIZAR RIOS [email protected] Sabana 6
MM.Sabana ANNIKA CATHRIN WITZECK [email protected] Sabana 7
MM.Sabana JUAN JOSEZULUAGA SALDARRIAGA [email protected]
Sabana 8
• Read ch 1 and 2 of Aaker (gallo case!)• At Amazon, Marketing Is for Dummies• Presentation: 5% grade
– Pretend that Muji is coming to Colombia. Make an external and customer analysis like the one seen in Gatorade for Muji.
– Maximum of ten slides, groups of three people max. Each member of the group must upload slides
– Please upload powerpoints in moodle (next class)
Week 1
Class Two
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1-13
Marketing Management Tasks
• Develop market strategies and plans• Capture marketing insights• Connect with customers• Build strong brands• Shape market offerings• Deliver value• Communicate value• Create long-term growth
Benefits of Marketing Management
Well-planned, systematic way
Adequate amount of marketing research and other marketing information is generated
Marketing weaknesses are quickly spotted and corrected
Funds and human resources available for marketing are used as efficiently and effectively as possible
Benefits of Marketing Management
Marketing efforts are always under careful scrutiny; it is always felt that
there is room for improvement
The organization is in a better position to adapt to change among customers and
competition, and in the industry
Marketing is better integrated into all the organization's activities and within its
various departments
Benefits of Marketing Management
Marketing personnel highly motivated to achieving marketing objectives
Clearer understanding of marketing results, and reasons for success / failure
Definite accountability for marketing
Gatorade Video
What benefits do these companies receive from Marketing Management
• Gallo• Muji• Gatorade
Methods of Organizing Marketing Department
Marketing and promotional mix elements
Facilities or services
Geography
Customer groupings
A combination of two of the above four criteria
Steps and Procedures in Staffing and Managing
Marketing Personnel
Recruiting and hiring
Orientation and training
Motivation, coordination, and communication
Unsophisticated Budgeting Approaches
Arbitrary and affordable approach
Percentage-of-sales or rule-of-thumb approaches
Competitive-parity approach
Sophisticated Budgeting Approaches
The "building
block" procedure
Objective-and-task approach
Zero-based budgeting
approaches
Other approaches
“Building-Block” Procedure
Allocate tentative, overall
budget to marketing or the
marketing department.
Determine the marketing objectives.
Set objectives for each promotional
mix element based on the
marketing objectives.
Tentatively split overall budget
between communications & administrative
expenses.
“Building-Block” Procedure
Divide the tentative communications budget on
provisional basis: advertising, sales promotion, personal
selling, public relations and publicity.
required for advertising, sales promotion, personal selling, and
public relations and publicity.
Determine the final allocations for advertising, sales promotion,
personal selling, and public relations and publicity, and
administrative and other elements, based on the activities included in the marketing plan.
Definition of Marketing Control
Steps that an organization takes to
ensure that its marketing plans are
successful.
Definition of Marketing Evaluation
Techniques used after the marketing plan period to
analyze success in achieving individual marketing objectives and to more broadly assess the entire organization’s marketing
efforts
Control Process for the Marketing Plan
Setting standards based on plans
Measuring performance against standards
Correcting deviations from standards and plans
Marketing Evaluation Techniques
Sales analysis
Market-share analysis
Marketing cost and profitability
analysis
Efficiency ratios
Marketing-effectiveness rating
review
Marketing audit
Industry Dynamics
Advantages erode constantly.Driving firms to risk huge new
investments
Push firms to shift competition from competitive arena to
competitive arena
Industries descend into perfect competition where
deep pockets survive
Hypercompetitive environments
D’Aveni’s Four-Arena Analysis
• Study trends and looking for discontinuities • Firms compete in four arenas
– cost/quality; – timing/know-how; – barriers to entry; – and deep pockets --
• Competition in each arena escalates up a ladder of intensity until competitors fall out, or shift arenas.
Tool: Four Arena Analysis
• Thus the analysis consists of:– identifying which arenas are hot;– tracing the ladder of escalation;– trying to predict when the competition might shift
into a new arena;– trying to predict the next hot arena.
• An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.
Tool: Four Arena Analysis
• An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.
Tool: Four Arena Analysis
• Cost & Quality– Cost leadership vs
differentiation • Timing & Know-
how– First mover advantages vs
fast-follower advantages– Experience Curve
• Barriers to Entry– Knowledge, capital barriers,
etc (often built with timing & know-how)
– Patents & other legal walls.– Distribution agreements or
patterns.– The competitive landscape.
• Deep Pockets– Brawn often overcomes
position and brains and speed.
• How does this apply to reznor?