Download - PM1. Introduction to Marketing

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Introduction to Marketing

22/05/2011 Stphane GELY 2010 - Tous droits rservs


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Why doing marketing ?

Approximately

80% of new products and businessesfail within three years after their launching


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Company orientations throughout HistoryI. PRODUCTION

From Home Manufacturing

to Factories

Profit Maximization via

Economies of Scale

O < DINDUSTRIAL REVOLUTION


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Company orientations throughout HistoryII. PRODUCTION & FINANCE

Growth of Large ScaleIndustrial Empires

Profit Maximization throughSuperior Product Performance

O < DUntil 1975


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Company orientations throughout HistoryIII. SALES

From Scarcity of Goodsto Scarcity of Markets

Profit Maximization viaDemand Generation

O = D

19751995


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Company orientations throughout HistoryIV. MARKETING

From Internal (Organization)to External (Customer)

Profit Maximization viaMatching of Products to

Customer Wants

O > D19952005


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Company orientations throughout HistoryIV. MARKETING 2.0

From Traditional Marketingto Interactive Marketing

Profit Maximization via closerelationship between

customer and companies

O // DAbout 2005 to now


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Definitions


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Definition 1

Marketing is a social and managerial process

by which individuals and groups obtainwhat they want and need

through creating, offering and exchangingproductsof value with others

Kotler 1991


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Definition 2

The right product

What, Where, When, How much

in the right place,

at the right time,

and at the right priceAdcock et al


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Marketing Management Definition

To maximize the goals & objectives,

in therespect of the corporate strategy.

the practice of marketing consists ofbuilding offers

considering the market:demand, competitors and the environment

with the means and resources available


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To create

economic value for the company

creating, revealing and promoting

value for the client

Definition 4


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What is the value ?

The fact that a same product

costdifferent prices

The client is ready to pay more for the bottle on the right.

It represents an upper value for him.


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The Scope of Marketing

Almost everything can be marketed

Services

Goods

Experiences

Events
http://www.bridalpartytees.com/blog/wp-content/uploads/2008/02/haircut3.jpghttp://www.bridalpartytees.com/blog/wp-content/uploads/2008/02/haircut3.jpg


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Places

Organizations

People

Properties


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Information

Ideas


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Types of markets

Business to Consumer (B to C)

Business to Business (B to B)

Customer to Customer (C to C)

Global markets

Non profit and government markets


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Fundamental Marketing Concepts

Different sorts of needs

1. Stated needs

2. Real needs

3. Unstated needs

4. Delight needs

5. Secret needs "sense and respond."


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Recent Trends


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Plethoric and global offer and demand

From B to B or B to C...to C to C

Offer Demand

Offer // Demand

Globalization of the exchange


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Better informed customers


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know the consumer opinion beforelauching a new product or service :

Test new servicesin real time

Interactivity to better know the demand


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Let your customers explaintheir consumption experience

Know permanently the

customer satisfaction level

Interactivity to better know the customers


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the art of creating an experience where the result is an emotionalconnection to a person, brand, product or idea.

Experiential marketing


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System of promotions unexpected and unconventional.Objective : to generate buzz, and consequently turn viral.

Guerilla Marketing


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to target not just onegeneric segment, but

several differentsmaller segments

Action Circumstance InterestPlace Position Practice PurposeAffinity

Micro-marketing vs Macro

Community marketing


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The Marketing

Approach


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Marketing approach

Company

Market

To Know

To UnderstandTo plan

I. BE AWAREII. DECIDE AND PLAN

III. IMPLEMENT

Commercial andMarketing

Actions


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3 pillars of marketing

Company

MarketCommercial and

MarketingActions

To Know

To UnderstandTo plan

I. MARKETING

RESEARCH

II. STRATEGY

III. OPERATIONAL


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Marketing management process

Where

are weNOW ?

AnalyseAudit

Where do

we want toarrive ?

Objectives

Which

way isbetter ?

How do

we getthere ?

Gettingthere

Ensuringarrival


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TO KNOW AND

UNDERSTAND THE MARKET

External analysis


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External analysis

Demand OfferOr Supply

InfluencesEnvironment

Opportunities

Threats

Opportunities

Threats

Opportunities

Threats

Opportunities Threats


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KeySuccess

Factors

External

Distinctive Skills

Internal

RessourcesFinancial

OrganisationalOperational



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TO DEFINE A STRATEGY


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Strength Weakness



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MARKETING SEGMENTATION

So amarket isnt defined by products

but by Common customer needs

A same product can target two markets

Product 1Market 1


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MARKETING SEGMENTATION EXAMPLE

0.24 /l.3 /l.7.50 /l.

Replace the poorqualitiy tap water

To drink whenyour are very thirsty

To enjoy yourmeal in a good

restaurant

PrestigePleasure

Emergency

RegularConsumption

Two level of segmentation :


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Two level of segmentation :strategic and marketing

Corporate

Strategic

business unit

MarketingSegments

S.B.U.1

S.B.U.2

S.B.U.3

M.S.

1

M

.S.2

M.S.

1

M

.S.2

M.S.

1

M

.S.2

S.B.U. : strategic business unitM.S. : marketing segment

Company


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Single-segmentconcentration

Productspecialization

M1 M2 M3

P1

P2

P3

SelectivespecializationM1 M2 M3

P1

P2

P3

M1 M2 M3

Full marketcoverage

P1

P2

P3

Marketspecialization

M1 M2 M3P1

P2

P3

P1

P2

P3

M1 M2 M3

P = ProductM = Market

Targeting a market

Source : Professor Charles D. Schewe


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Positioning is the act ofdesigning the companys offeringand image

to occupy a distinctive place

in the target markets mind.

Positioning involves designing an offering so that thetarget segment members perceive it in a distinct andvalued way relative to competitors.

Definition


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Build its offer


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Marketing mix


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The 4Ps

Product

Price Place

Promotion

Interdependent from each other


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Product

Quality

Features

Options

Style

Brand name

Packaging

Sizes Services

Warranties

and so on


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Price

prices

discount

yield management

and so on


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Promotion

Advertising

Personal selling

Sales promotion

Public relations

Direct Marketing

Web marketing


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Place (Distribution)

Distribution Channels

Locations

Transport


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Specific strategies forMarketing of Services


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People

attitudes of staff

sufficient number of employees tomanage the workload.

staff dress code and uniform policy

Training policy

behaviour of staff

level of service-mindedness and so on


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Process

The manner in which the

service is delivered

Degree of customer contact

Quality control standards

Quality assurance

Payment methods

(degree of convenience) Queuing systems for customers

Waiting times


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Physical Evidence

Buildings

Furnishings/dcor

Layout

Desk order

And so on