chapter 10 marketing - edu @ thinus -...
TRANSCRIPT
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Chapter 14
Marketing
Chapter 14
Marketing
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Learning outcomes
• Contextualise the marketing process
• Explain the target market
• Discuss marketing strategy
• Describe the elements of the marketing mix
• Differentiate between services marketing and product marketing
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Marketing defined
• The process by which companies create value for
customers and build strong customer relationships in order
to capture value from customers in return
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Simple model of the marketing process
Understand the
marketplace and
customer needs and
wants
Design a customer-
driven marketing strategy
Construct an integrated marketing
programme that delivers
superior value
Build profitable
relationships and create customer
delight
Capture value from
customers to create profits
and customer
equity
Create value FOR customers and build customer relationships Capture value FROM customers in return
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The target market – the customer • Actual and potential buyers who share a specific
need or want that can be satisfied by a particular
product or service
• You provide a need-satisfying offering in exchange
for customer’s money, and during this exchange a
relationship is built with the customer
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The marketing strategy 1. Market segmentation
• Geographic variables
• Demographic variables
• Psychographic variables
• Behavioural variables
2. Market targeting
• Market size
• Expected growth
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The marketing strategy
2. Market targeting (continued from previous slide)
• Competitive position
• Cost of reaching segment
• Compatibility with the company’s objectives and
resources
3.Differentiation
4.Positioning
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Market segmentation
• Geographic variables
• Demographic variables
• Psychographic variables
• Behavioural variables
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Market targeting • Market size
• Expected growth
• Competitive position
• Cost of reaching segment
• Compatibility with the company’s objectives and
resources
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The marketing mix
• A set of four marketing tools, namely product, price,
promotion and place, that the company designs and
combines in such a way that the target market would
purchase the offering
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Marketing and the 4 Ps
• The marketing mix
1. Product:
• Goods
• Services
• Ideas
• Info
• Digital products
• People
• Places
• Experiences & events
• Real or financial
property
• Organisations
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4 Ps - Product Product/ service strategy:
• Choice of product/service and scope of product/service range
• Features of the product: design, style, size etc.
• Packaging
• Branding
• Warranty
• Instructions and installations
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4 Ps - Price 2. Price: optimum price is based on 4 factors:
• The company’s cost structure
• Perceived customer value
• Price elasticity
• Pricing strategies
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Company cost structure
• Price = total cost + profit margin
• Where total cost = direct costs + indirect costs
• Selling price:
average unit cost
1- mark-up %
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Perceived customer value • Value: subjective evaluation of benefits relative to costs to determine
worth of a company’s product offering relative to other product offerings
• Value is created by:
o Prestige
o User-friendliness
o Solution to a problem
o Quality
o After-sales service
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Price elasticity • Changes in customer demand following changes in price.
• Higher sensitivity to price(price elastic):
o Substitute products available
o Comparison of products is easy
• Less sensitivity to changes (price inelastic):
o No substitutes exist
o Customers have real/perceived need for product
o Customers perceive specific benefits
o Product clearly differentiated
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Price strategies 1. Price skimming: set prices high to cover R&D costs
2. Price penetration: low price to gain market share and
maximise sales
3. Competitive matching: match major competitor prices
4. Prestige pricing: set price at top of range to differentiate
product as unique/superior quality
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4 Ps - Promotion 3. Promotion: seller’s communication of to potential target
market and others to influence buying behaviour
4. Place (method of distribution)
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4 Ps - Promotion 3. Promotion: seller’s communication of info to potential target
market and others to influence buying behaviour
• Methods of communication:
o Personal selling
o Mass selling
o Sales promotion
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Place Physical/virtual locations where products and services are
available in the right quantities when customers want them.
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Place • Indirect distribution: use of marketing channels
• Distribution channels make use of intermediaries, which:
o Offer a convenient location
o Provide an assortment
o Break bulk
o Hold inventory
o Provide services
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Services marketing Characteristics of services:
• Intangibility
• Inseparability/simultaneity
• Variability
• Perishability
• Rental/access
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Services marketing triangle
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Services marketing triangle
(cont.) • Internal marketing: marketing activities directed
towards the employees, who are the service
providers
• Interactive marketing: marketing skills required for
buyer-seller interaction during the service encounter
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Services marketing triangle (cont.) • External marketing: 7 Ps
1. Service design
2. Pricing
3. Promotion
4. Location
5. Participants
6. Physical evidence
7. Process of service assembly
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Service quality SERVQUAL (Parasuraman, Berry & Ziethaml, 1988) measures
perceptions of service in term of:
• Tangibles
• Reliability
• Responsiveness
• Assurance
• Empathy of service provider