twu mkt1 handouts

8/13/2019 TWU MKT1 Handouts

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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only

Demographics

PsychographicsHomogeneous

Heterogeneous

E- or M-marketing

B2B

B2C

SCA

RiskTransformations

Transactions

Transections

Marketing Concept

Marketing Strategy

Marketing Mi!"ti#ity

Profit

Bias

$a#i%ity

Re#ia&i#ity

Primary Data

Secon%ary DataTA or TMSegmentation

Differentiation

Positioning

'iche

CRM

Motiation(no)#e%ge

Attitu%e

'ee%s

*ants

Bran% E+uity

,eatureAccessory"PC

"SP

'E*

Packaging

.a&e#ing

Bran%ing

Canni&a#i/ationE!posure

Channe#s

Commercia#i/ation

Physica# Distri&ution

Skimming

Penetration

BEP0MC

A%ertising

Direct marketing

Puic Re#ations

Puicity

PushPu##P1S

Rating

Reach

,re+uency

CPM

Purpose o t!is course"Purpose o t!is course"

a&i#ity to sit in marketinga&i#ity to sit in marketingmeeting un%erstan%meeting un%erstan%

)hat is &eing %iscusse%)hat is &eing %iscusse%

an% contri&ute toan% contri&ute to

the %iscussion3the %iscussion3

60 concepts youre most apt to hear in a marketing meeting


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Sustainae competitie a%antage 4 SCA#$allmar%&s slo'an is()

"ni+ue se##ing proposition 4 "SP

#*vis employers tell drivers")

Differentiation

#+ello''&s vs, Post -aisin .ran)

Positioning#L&/real says,,,)

How marketers reduce risk


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5The process of p#anning an% e!ecutingthe conception pricing promotion an%

%istri&ution of i%eas goo%s an% serices

to create e!changes that satisfy in%ii%ua#

an%organi/ationa# o&6ecties7

ierence eteen mar%etin'and ein' mar%etin'4oriented


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*ssumption"Customer )i## &uy my pro%uct if8

Pro%uctionPro%uction Pro%uctPro%uct Se##ingSe##ing MarketingMarketing

4 business concepts


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,orm,orm P#aceP#ace TimeTime PossessionPossession

Utility"po)erto satisfy


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Physio#ogica#

SafetySecurity

Be#onging

Esteem

Se#f Actua#i/ation

aslo&s $ierarc!y o 6eeds

Can marketers actually create needs?

Tn


7/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only

Same productSame mar%et

Same product6e mar%et

6e productSame mar%et

6e product6e mar%et

MarketMarket

Dee#opmentDee#opment

PenetrationPenetration

DiersificationDiersification

Pro%uctPro%uct

Dee#opmentDee#opment

6e productSame product

Same mar%et

6e mar%et

4 -is% 74 -is% 7

Marketing opportunity grid helps reduce risk



A)are that theseA)are that these

uncontro##aesuncontro##aes)e ne!t &ui#% our)e ne!t &ui#% our strategystrategy

Po#itica#Po#itica#.ega#.ega#

EconomyEconomy

ResourcesResources

CompetitionCompetition

Socia#Socia#Cu#tura#Cu#tura#

Techno#ogyTechno#ogy

0nnoation0nnoation



UncontrollableUncontrollableMarketplaceMarketplaceUncontrollableUncontrollableMarketplaceMarketplace

Pro%uct P#ace

PricePromotion

Po#itica#Po#itica#.ega#.ega#

EconomyEconomy

ResourcesResources

CompetitionCompetition

Socia#Socia#Cu#tura#Cu#tura#

Techno#ogyTechno#ogy

0nnoation0nnoation

TargetMarket

Marketing strategy 8 Tar'et mar%et 7 ar%etin' mi9



9393 :eographic:eographic

2323 DemographicDemographic

;3;3 PsychographicPsychographic

W!ere #oundaries)

$o many #y type)

W!at t!ey do:t!in%: and eel

Markets must be deined and !uantiied



"egmentation by #emographics

:en%er>ale> Female

Age> 4 ?> ?411>1241@>1A42B>2543B>354BB>B545B>554?B>?54@B

>@57

Status>Unmarried> arried> Separated> ivorced

> Widoed

0ncome>C D15> 1542B,E> 2543B,E> 354BE,E> 504@B,E> @57

E%ucation>Some $,S,> $,S, 'raduate> Some colle'e> ;olle'e de'ree> *dv, de'ree

1ccupation=;> categories?

>9ecutive>ana'erial>Proessional>Tec!nical>Sales>Service>Farmin'

RaceRe#igion

'ationa#ity



Actiities #do: 'o: read: atc!)

0nterests #!oies: recreation: liestyle)

1pinions #eel aout various issues)

"egmentation by $sychographics (behavior)

6ielsen: Simmons: TG



9393 Re#ia&i#ity@Re#ia&i#ity@stu%y can &e rep#icate%stu%y can &e rep#icate%an% get same &asic resu#tsan% get same &asic resu#ts#ree o errors)#ree o errors)

2323 $a#i%ity@$a#i%ity@%ata ref#ects )hat%ata ref#ects )hat

it )as %esigne% to measureit )as %esigne% to measure

;3;3 Bias@Bias@insert opinionsinsert opinionsor ske)ing %ata to meanor ske)ing %ata to mean

other than )hat they sayother than )hat they say

% important research terms



,in% an unmet nee%

A##ocate resources

Make a profit

Define targetmarket

Right pro%uct

Right p#ace

Right price

Right promotion

How can research reduce risk?

ar%etin' concept

ar%etin' strate'y



Secon%ary %ataare acts and i'uresalready collectedeore current pro=ect

Data are t!e acts and i'ures t!at

mi'!t e or can e appliedto t!e prolem

Primary %ataare acts and i'uresnely4collectedor t!e pro=ect at !and

Data are t!e acts and i'urespertinent tot!e prolem

& types o marketing data


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#ata sources

DataFactsHi'urespertinent tot!e prolem

0nterna# %ata#inside company)>Financial statements>-eports and iles>Sales reportsHletters

E!terna# %ata#outside company)>;ensus reports>TradeHma'aIines>P!oneHonline surveys

Secon%ary %ataFacts and i'uresa#rea%y recor%e%prior to pro=ect

Primary %ataFacts and i'ures

ne)#y co##ecte%or t!e pro=ect

1&serationa# %ata#atc!in'ot!ers)>ec!,Helectronic>Personal approac!es


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TWU 5133 Lecture 1 | 2011 Steve Toms | steve@stevetoms net | For educational use only

*here to fin% %ata

1E30s"S0C co%es set uniform metho%for co##ecting %ata #up to B di'its)

1EE@"'A0CS rep#aces S0C ref#ects ne)&usinesses in "3S3 Cana%a an% Me!ico

#? di'its) Goo'le" 0nput'A0CS/ip co%eEnter

#or ot!er U,S, ;ensus se'ment)

How to ind data on the 'nternet

www.census.gov/epcd/www/naics.html

twu mkt1 handouts

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