2011 Cengage Learning. All Rights Reserved. May not be scanned,
copied or duplicated, or posted to a publicly accessible website,
in whole or in part. Global Business 2e C ha p t e r 14 Competing
on Marketing and Supply Chain Management Slide 2 2011 Cengage
Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or
in part. After studying this chapter, you should be able to: 1.
articulate three of the four marketing Ps (product, price, and
promotion) in a global context. 2. explain how the fourth marketing
P (place) has changed into supply chain management. 3. outline the
three As of supply chain management (agility, adaptability, and
alignment). 4. discuss how institutions and resources affect
marketing and supply chain management. 5. participate in two
leading debates concerning marketing and supply chain management.
6. draw implications for action. LEARNING OBJECTIVES Slide 3 2011
Cengage Learning. All Rights Reserved. May not be scanned, copied
or duplicated, or posted to a publicly accessible website, in whole
or in part. MARKETING Marketing Efforts to create, develop, and
defend markets that satisfy the needs and wants of individual and
business customers. Supply chain Flow of products, services,
finances, and information that passes through a set of entities
from a source to the customer. Supply chain management Activities
to plan, organize, lead, and control the supply chain. Slide 4 2011
Cengage Learning. All Rights Reserved. May not be scanned, copied
or duplicated, or posted to a publicly accessible website, in whole
or in part. Slide 5 THREE OF THE FOUR MARKETING Ps Product refers
to offerings that customers purchase Although the word product
originally referred to a physical product, its modern use may
include services Slide 6 2011 Cengage Learning. All Rights
Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. Slide 7 THREE OF
THE FOUR MARKETING Ps Market segmentation Identifying groups of
consumers who differ from others in purchasing behavior and who
will respond to the marketing mix in a similar fashion Slide 8 2011
Cengage Learning. All Rights Reserved. May not be scanned, copied
or duplicated, or posted to a publicly accessible website, in whole
or in part. Slide 9 THREE OF THE FOUR MARKETING Ps Price Price
refers to the expenditures that customers are willing to pay for a
product Slide 10 2011 Cengage Learning. All Rights Reserved. May
not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. THREE OF THE FOUR
MARKETING Ps Price elasticity How demand changes when price changes
Total cost of ownership Costs incurred in addition to the point of
purchase price Slide 11 2011 Cengage Learning. All Rights Reserved.
May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. THREE OF THE FOUR
MARKETING Ps Promotion Promotion refers to all the communications
that marketers insert into the marketplace Promotion includes TV,
radio, print, and online advertising, as well as coupons, direct
mail, billboards, public relations, direct marketing (personal
selling), and social media marketing ? You see promotions for
products and services every day. Which ones grab your attention and
stay in your mind, and why? Slide 12 2011 Cengage Learning. All
Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part. THREE
OF THE FOUR MARKETING Ps Country-of-origin effect The positive or
negative perception of firms and products from a certain country
Slide 13 2011 Cengage Learning. All Rights Reserved. May not be
scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part. Fourth P in the marketing mix, place
refers to the location where products and services are provided
which includes the online marketplace Place is also often referred
to as the distribution channelthe set of firms that facilitates
movement of goods from producers to consumers FROM DISTRIBUTION TO
SUPPLY CHAIN MANAGEMENT Slide 14 2011 Cengage Learning. All Rights
Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part. Slide 15 Slide 16
THREE As OF SUPPLY CHAIN MANAGEMENT Agility The ability to react
quickly to unexpected shifts in supply and demand Adaptability The
ability to change supply chain configurations in response to
longer- term changes in the environment and technology Slide 17
2011 Cengage Learning. All Rights Reserved. May not be scanned,
copied or duplicated, or posted to a publicly accessible website,
in whole or in part. THREE As OF SUPPLY CHAIN MANAGEMENT
Make-or-buy decisions Reconfiguring the supply chain in response to
major geopolitical, social, and/or technological trends Slide 18
2011 Cengage Learning. All Rights Reserved. May not be scanned,
copied or duplicated, or posted to a publicly accessible website,
in whole or in part. THREE As OF SUPPLY CHAIN MANAGEMENT Alignment
Alignment of interests of various players involved in the supply
chain ? Can you describe the steps in the supply chain for a common
product, such as a pair of socks, using the three As? Slide 19 2011
Cengage Learning. All Rights Reserved. May not be scanned, copied
or duplicated, or posted to a publicly accessible website, in whole
or in part. THREE As OF SUPPLY CHAIN MANAGEMENT Third-party
logistics (3PL) Intermediaries (middlemen) who may more effectively
align the interests in the supply chain Slide 20 2011 Cengage
Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or
in part. Slide 21 INSTITUTIONS, MARKETING, AND SUPPLY CHAIN
MANAGEMENT Most countries impose restrictions, ranging from taboos
in advertising to constraints on the equity level held by foreign
retailers and 3PL providers In marketing, most blunders happen
because firms fail to appreciate the deep underlying differences in
cultures, languages, and normsall part of the informal institutions
Slide 22 2011 Cengage Learning. All Rights Reserved. May not be
scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part. RESOURCES, MARKETING, AND SUPPLY
CHAIN MANAGEMENT Increasingly, as traditional media loses viewers
and readers, and thus effectiveness, marketers do not have a good
handle on how to add value with new forms of advertising,
particularly online ? Do these activities add value? Slide 23 2011
Cengage Learning. All Rights Reserved. May not be scanned, copied
or duplicated, or posted to a publicly accessible website, in whole
or in part. RESOURCES, MARKETING, AND SUPPLY CHAIN MANAGEMENT
Managers need to assess the rarity of marketing and supply chain
activities If all rival firms advertise in the Economist, use FedEx
to manage logistics (all of which do add value), these activities,
in themselves, are not rare Slide 24 2011 Cengage Learning. All
Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
RESOURCES, MARKETING, AND SUPPLY CHAIN MANAGEMENT Managers need to
assess how likely it is for rivals and partners to imitate those
capabilities Firms need to be careful about partners in the supply
chain as it is always possible that some of the aggressive contract
manufacturers may in turn directly imitate and compete Slide 25
2011 Cengage Learning. All Rights Reserved. May not be scanned,
copied or duplicated, or posted to a publicly accessible website,
in whole or in part. ORIENTATION Market orientation A philosophy or
way of thinking that places the highest priority on the creation of
superior customer value in the marketplace Relationship orientation
A focus to establish, maintain, and enhance relationships with
customers Slide 26 2011 Cengage Learning. All Rights Reserved. May
not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. Slide 27
