Gitman McDaniel 6 Chapter 12 marketing edit 9 oktober 2009
Transcript of Gitman McDaniel 6 Chapter 12 marketing edit 9 oktober 2009
Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 12
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Creating Marketing Strategy to Meet Customers’ Needs
Prepared byDeborah BakerTexas Christian University
Prepared byDeborah BakerTexas Christian University
CHAPTER 12
THE FUTURE OF BUSINESS Gitman & McDaniel
6th Edition
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Learning Goals
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What are the marketing concept and relationship building?
How do managers create a marketing strategy?
What is the marketing mix?
How do consumers and organizations make buying decisions?4
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What are the five basic forms of market segmentation?
How is marketing research used in marketing decision making?
What are the trends in understanding the consumer?
Learning Goals
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Marketing The process of discovering the needs and wants of potential buyers and customers and then providing goods and services that meet or exceed their expectations.
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Marketing CreatesRevenue
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Marketing—the “Right” Principle
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Gettingthe right goods or services
Gettingthe right goods or services
tothe right people
tothe right people
atthe right place, time, and price
atthe right place, time, and price
usingthe right promotion techniques
usingthe right promotion techniques
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The Marketing Concept
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Focusing on customer wants so the organization can distinguish its products from competitors’ offerings.
Integrating all of the organization’s activities to satisfy these wants.
Achieving long-term goals for the organization by satisfying customer wants and needs legally and responsibly.
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1. Understanding the external environment
2. Defining the target market
3. Creating a competitive advantage
4. Developing a marketing mix
Creating a Marketing Strategy
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Environmental Scanning
The process in which a firm continually collects and evaluates information about its external environment.
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The ExternalEnvironment
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The External Environment
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Demographic ForcesDemographic Forces
Economic ForcesEconomic Forces
Technological ForcesTechnological Forces
Political & Legal ForcesPolitical & Legal Forces
Competitive ForcesCompetitive Forces
Social ForcesSocial Forces
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Target Market The specific group of consumers toward which a firm directs its marketing efforts.
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The Target Market
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Competitive Advantage
Differential CompetitiveAdvantage
Differential CompetitiveAdvantage
A firm’s ability to provide a unique product or service that offers something of value besides a lower price.
A firm’s ability to provide a unique product or service that offers something of value besides a lower price.
CostCompetitiveAdvantage
CostCompetitiveAdvantage
A firm’s ability to produce a product or service at a lower cost than its competitors.
A firm’s ability to produce a product or service at a lower cost than its competitors.
NicheCompetitiveAdvantage
NicheCompetitiveAdvantage
A firm’s ability to target and effectively serve a single segment of the market within a limited geographic area.
A firm’s ability to target and effectively serve a single segment of the market within a limited geographic area.
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Marketing Mix The blend of product offering, pricing, promotional methods, and distribution system that brings a specific group of consumers superior value.
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The Marketing Mix
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The Marketing Mix
Elements of the
Marketing Mix
“The Four Ps”
Elements of the
Marketing Mix
“The Four Ps”
Product
Price
Promotion
Place
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Product Strategy
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Brand name Packaging Colors Warranty Accessories Service program
Marketing Strategytypically starts
with the product.
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Pricing Strategy
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Demand for product
Cost of producing product
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Distribution Strategy
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Creating the means by which products flow from the producer to the consumer Deciding the number of stores Deciding retailers/wholesalers who will handle
the product
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Promotion Strategy
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Personal selling Advertising Public relations Sales promotion
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Market Segmentation
VolumeVolume
BenefitBenefit
PsychographicPsychographic
GeographicGeographic
DemographicDemographic
Amount of use (light versus heavy)Amount of use (light versus heavy)
Benefits provided by the good or service Benefits provided by the good or service
Lifestyle, personality, interests, values, attitudesLifestyle, personality, interests, values, attitudes
Regional location, population density, city/county size, climateRegional location, population density, city/county size, climate
Age, education, gender, income, race, social class, household sizeAge, education, gender, income, race, social class, household size
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An Example of Age Segmentation
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Frito-LayProduct Demographic Snack Niche
Frito 33-51 yearsmales
Hunger satisfaction
Doritos Teensmostly males
Bold and daringsnacking
Tostitos Upscale, bornfrom 1946-1964
Casual interaction,social food
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The Marketing Research Process
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3. Collect the data3. Collect the data
2. Choose a method of research2. Choose a method of research
1. Define the marketing problem1. Define the marketing problem
4. Analyze the research data4. Analyze the research data
5. Make recommendations5. Make recommendations
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Choose a Method of Research
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Observationresearch
Observationresearch
An investigator monitors respondents’ actions without interacting directly with respondents.
An investigator monitors respondents’ actions without interacting directly with respondents.
ExperimentExperimentAn investigator changes one or more variables while observing the effects of these changes on another variable.
An investigator changes one or more variables while observing the effects of these changes on another variable.
SurveyresearchSurvey
researchData is gathered fromrespondents to obtain facts, opinions, and attitudes.
Data is gathered fromrespondents to obtain facts, opinions, and attitudes.
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Collect the Data
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Secondary dataSecondary dataInformation that has already been collected for a project other than the current one, but may be used to solve the problem.
Information that has already been collected for a project other than the current one, but may be used to solve the problem.
Primary dataPrimary dataInformation collected directly from the original source to solve a problem.
Information collected directly from the original source to solve a problem.
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Common Types of Survey Research
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Internet surveys
Executive surveys
Mall-intercept surveys
Central-location telephone surveys
Self-administered questionnaires
One-time mail surveys
Mail panels