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MU - MARKETING, an introduction, part I

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daniel tesch

on 28 August 2016

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Transcript of MU - MARKETING, an introduction, part I

COST?
MARKETING IS THE PROCESS OF BUILDING PROFITABLE CUSTOMER RELATIONSHIP BY CREATING VALUE FOR CUSTOMERS AND CAPTURING VALUE IN RETURN
= SATISFACTION?
WHAT IS VALUE???
VALUE IS ABOUT INDIVIDUAL PERCEPTION!!!
MIAMI UNIVERSITY
1. UNDERSTAND THE MARKETPLACE
AND CUSTOMER NEEDS AND WANTS
*research customers and marketplace
cash?
2. DESIGN A CUSTOMER-DRIVEN
MARKETING STRATEGY
*select customers to serve: market segmentation and targeting
3. CONSTRUCT AN INTEGRATED
MARKETING PROGRAM THAT DELIVERS
SUPERIOR VALUE:
*product and service design: build strong brands
4. BUILD PROFITABLE RELATIONSHIPS AND CREATE CUSTOMER DELIGHT
* customer relationship management: build strong relationships with chosen customers
5) CAPTURE VALUE FROM CUSTOMERS TO CREATE PROFITS AND CUSTOMER EQUITY
Create satisfied loyal customers
Growing Share of Customer
Building Customer Equity
*partner relationship mangement:
build strong relationships with marketing partners
*pricing: create real value
*distribution: manage demand and supply chains
*promotion: communicate the value proposition
*decide on a value position: differentiation and positioning
*manage marketing information
SALES
PRODUCTION
FINANCE
HUMAN RESSOURCES
I.T.
COMMUNICATIONS
MARKETING
QUALITY
R&D
THE MARKETING PROCESS
THE COMPANY XYZ
GENERATION "Y"
Enter The Millennials
the Millenial generation or the Peter Pan generation
delayed adulthood
economic crisis
uncertain prospects
multitaskers
social networks
THE COMPANY'S MICROENVIRONMENT
the Company
suppliers
Marketing intermediairies
customers
competitors
publics
THE COMPANY'S MACROENVIRONMENT
demographic environment
economic environment
natural environment
technological environment
political environment
cultural environment
Political environment:
type of government
laws (consumer, tax, anti-trust,...)
goverment agencies
pressure groups
"There are three types of companies: those who make it happen, those who watch it happen and those who wonder what has happened..." (someone)
Managing marketing information to gain customer insight:
Acessing marketing Information needs and costs
Developping marketing information: internal and external data (marketing intelligence)
Marketing research
Analysing and Using marketing information
Other considerations:
small businesses and non-profit organisations
International market research
Public policiy and ethics
- Internal data
- Marketing intelligence
(Definition)
- defining the problem and research objectives
- developing research plan
- gathering secondary data
- primary data collection
- implementing the research plan
- interpreting and reporting the findings
- Customer relation management CRM
- Distributing and using marketinginformation
Chapter 5) Understanding Consumer and Business buyer behaviour
model of consumer behaviour
caracteristics affecting consumer behaviour:
culture,
sub-culture,
social class,
groups and social networks,
personal (age, occupation, economic situation, lifestyle, personality and self-concept),
psychological factors:
motivation,
perception,
learning,
beliefs and attitudes
The buyer decision process:
need recognition
information search
evaluation and alternatives
purchase decision
postpurchase behavior
The buyer decision process for new products:
stages in the adoption process
individual differences in innovativeness
influence of product caracteristics on rate of adoption
The business buyer:
business markets
business buyer behavior
Chapter 6) Customer-driven Marketing Strategy: Creating Value for Target Customers
Marketing segmentation:
geographic: world, country, region, etc
demographic: age, gender, etc
psychographics: social class, lifestyle, personality
behavioral: occasions, benefits, user status, user rates, loyalty status, readiness stage, attitude towards product

Segmenting business markets
Segmenting international markets
Requirements for effective segmentation: measurable, accessible, substantial, differentiable, actionable
Market targeting:
Evaluating market segments
Selecting Target Market Segmentation:
Undifferentiated marketing
Differenciated marketing
Concentrated marketing
Micromarketing: local, individual,...
Socially responsible marketing
Differentiation and positioning
Positioning Maps
Choosing a differentiation and Positioning Strategy
Identifying possible differences and competitive Advantages
Choosing the right competitive advantages: how many differences to promote, which differences?
Selecting an overall positioning strategy: M/M; M/=; =/L; L/mL; M/L;
Deevelopping a position statement
Communicating and Delivering the Chosen Position
Choosing a targeting strategy
CHAPTER 7) Products, Services and Brands: building customer value
What is a product?
Products, Services and Experiences
Levels of Products and Services
Product and Services Classifications: consumer, convenience, shopping, specialty, unsought products
Industrial products
Organisations, Persons, Places and Ideas

Product and Services Decisions:
Individual Product and Service decisions:
Product and Services Attributes: quality, features, style and design
Branding
Packaging
Labeling
Product support services
Product line decisions
Product mix decisions

Branding Strategy: Building Strong Brands
1-Brand equity
2-Building strong brands: brand positioning, brand name selection, brand sponsorship (national vs store, Licensing, co-branding)
3-Brand development (line extension, brand extensions, multibrands, new brands)
4-Managing brands

Services Marketing
Nature and Characteristics
Marketing Strategies for Service Firms
the service-profit chain
managing service differentiation
managing service quality
managing service productivity

Chapter 8) New Product Development and Product Life-Cycle startegies:
New product development strategy
The New-Product Development Process
Idea Generation:
Internal idea sources
external idea sources
Idea screening
Concept Development and testing: develop and test :-)
Marketing strategy Development
Business analysis
Product Development
Product Development
Test Marketing
Commercialisation
Managing New-Product Development
Customer Centered New-Product Development
Team-Based New-Product Development
Systematic New-Product Development
Product Life-Cycle Strategies
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Additional Prodcut and service Considerations:
Product Decision and Social Responsibility
International Product and Service Marketing
Chapter 9) PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE
What is a price???
PART I MARKETING - defining marketing and the marketing process
What is marketing?
Marketing defined
The marketing process
1) Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Market Offerings - Products, Services, and Experiences
Customer Value and Satisfaction
Exchanges and Relationships
Markets
2) Designing a Customer-Driven Marketing Strategy
Selecting Customer to Serve
Choosing a Value Proposition
Marketing Management
The Production concept
The Product Concept
The Selling Concept
The Marketing Concept
The social Marketing Concept
3) Preparing an Integrated Marketing Plan and Programm
4) Building Customer Relationships
Customer Relationship Management
Relationship Building Blocks: Customer Value and Satisfaction:
Customer Value
Customer Satisfaction
The changing Marketing Landscape:
the Digital Age
Rapid Globalization
The Call for More Ethics and Social Responsibility
The growth of Not-for-Profit Marketing
Customer relationship Levels and Tools
The Changing Nature of Customer Relationship
Relating with More Carefully selected Customers
Relating More Deeply and Interactively
The Changing Marketing Landscape
The digital Age
Rapid Globalization
The Call for mor Ethics and Social Responsibility
The Growth of Not-For-Profit Marketing
CHAPTER 3) ANALYSING THE MARKETING ENVIRONMENT
CHAPTER 2) COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIP
Defining a Market-Orienteted Mission
Compamywide Strategic Planning: Defining Marketing's Role
Setting Company Objectives and Goals
Designing the Business Portfrolio
Analyzing current business portfoli
Different methods of analysis
Planning Marketing: Partnering to Build Customer Relationships
Partnering with Other Company departments
Partnering with Others in the Marketing System
Marketing Strategy and the Marketing Mix (The 4 Ps)
Customer-Driven Marketing Strategy
Market segmentation
Market Targeting
Market Differentiation and Positionning
Developing an integrated Marketing Mix
Managing theMarketing Effort
Marketing Analysis
Marketing Planning
Marketing Implementation
Marketing Department organization
Marketing Control
Measuring and Managing Return on Marketing Investment
RESPONDING TO MARKETING ENVIRONMENT
CHAPTER 4) MANAGING MARKET INFORMATION NEEDS
CHAPTER 1) CREATING AND CAPTURING CUSTOMER VALUE
PART3 - DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX
THE GOAL!
MARKETING, An Introduction (MKT 261)
"Born between 1982 and 1994 this generation is something special, cause Mom and Dad and their 5th grade teacher Mrs. Winotsky told them so. Plus they have a whole shelf of participation trophies sitting at home so it has to be true.

They believe themselves to be highly intelligent, the teachers and lecturers constantly gave them "A"'s in order to keep Mom and Dad from complaining to the Dean. Unfortunately, nobody explained to them the difference between and education and grade inflation so they tend to demonstrate poor spelling and even poorer grammar.

At work, millennials believe themselves to be overachievers who just aren't understood by their loser bosses. Even Mom said so when she showed up for the interview. They are the only generation in the universe to understand the concept of work life balance and to actually want to find a fulfilling career. All those Gen X losers just don't get it what with hoping to keep their jobs and pay the bills but they are just corporate drone so who cares what they think? They should be smart like Millennials and get Mom and Dad to pay for that stuff until they can work out what they want to do with their lives and then get rich doing it.
Well, I've been here at this job for 6 months now and I've been on time mostly so I should get a raise now 'cause I've paid my dues.
Did you know we are the most technologically advanced generation, like eva? And smart too. They call us millennials cause we were born before the millennial I think." Urban Dictionary
Full transcript