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7/29/2019 Marketing Dec Making 03012006
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MARKETINGDECISION
MAKING
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Marketing and Customer Service Stories
A distinguished-looking
gentleman in blue jeanswalks into a bank andasks the teller to make a
specific transaction.
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Marketing and Customer Service Stories
Bringing Marketing intothe court room.
Prosecutors BrandMartha Stewart as a liar,
in the closing argumentsof 2004 trial.
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Marketing and Customer Service Stories
A telephone call to a typical serviceorganization.
You call the toll-free number and
hear this phrase: We areexperiencing higher than usual callvolumes If they know this, why
dont they staff for it? Why are theywasting my time because they donot know how to staffa basic
customer service function?
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Marketing and Customer Service Stories
On the Fans Were not reallygoing to worry about what thefans think about us.
They can boo us every day, buttheyre still going to ask for ourautographs if they see us on thestreet.
Thats why theyre fans andwere NBA players.
Bonzi Wells, Portland Trail Blazers.
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Marketing and Customer Service Stories
If the fans throwsomething, weve got to
protect our honor.
Sam Cassell, Minneapolis Timberwolves
Is image everything and common senseand marketing nothing?
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Marketing and Customer Service Stories Update 2003-4 NBA season: Bonzi Wells made an obscene
gesture to fans.
Cursed his coach.
Lost his captain status on team. Was unloaded for less than what a
journeyman NBA player makes.
Attendance in Portland is down 17%,after four drug arrests in 13 months.
On the Fans Were not really goingto worry about what the fans think
about us!.
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Marketing and Customer Service Stories
Top causes of CustomerComplaints:
Auto dealers, Computerdealers, Mail Order andCatalog shopping,
Home Furnishing stores,Auto repair shops.
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Marketing and Customer Service Stories
Blair Witch Project andCircuit CityThe $500 High-8 video
cameraMost profitable movie of
all time.$60K in costs with a
$248 Million Box Office
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Marketing Mix.Turn the 4 Ps into 9 P's
The 4 Ps
ProductPrice
PromotionPlace
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Marketing Mix.Turn the 4 Ps into 9 P'sThe marketing mix is the set
of controllable, tactical
marketing tools that the firm
blends to produce the
response it wants in themarketplace.
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Marketing Mix.Turn the 4 Ps into 9 P'sConsists of everything
controllable, tactical thefirm can do to influence
demand for the product.
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Turns into 7Ps
1. Planning or Process
2. People (Target Market)3. Product- The goods and service
combination the firm offers to the target
market. Includes variety of product mix,features, designs, packaging, sizes,services, warrantees and return policies.
4. Price- The price consumers are willing topay. Retail price/wholesale, discounts,trade-in allowances, credit terms,quantity discounts, credit terms, sales
and payment periods.
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Turns into 7Ps5.Promotion-
The activities thatpromote andcommunicate the merits
of the overall product.
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Marketing Mix.Turn the 4 Ps into 9 P'sPromotion Includes
A. Personal Selling
or Sales ForceB. Advertising
C. Sales Promotion Samples, coupons, premiums, cash refunds,demos, point-of-purchase materials, displayallowances, trade shows, sales rep contests
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Marketing Mix.Turn the 4 Ps into 9 P'sPromotion Includes
D. Public Relations
E. Direct MarketingDirect mail, direct-response,
database management,
catalogs and telemarketing
F. Internet and InteractiveCD-ROMS, kiosks, Interactive TV
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Marketing Mix.Turn the 4 Ps into 9 P'sPush strategies vs.
Pull strategies.
P > W > R > C > U
P > C
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Turns into 7Ps6. Place/Distribution-The companys activities
that make the product
available to the targetmarket. Includes channelof distribution, geographiccoverage, locations,inventory, transportation
and logistics.
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Turns into 7Ps7. Partners/Alliances-The joint relationships
involving cooperation and
responsibilities. Involvesseveral duties including
products, distribution andpromotion functions.
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Marketings RoleR & D Department:
Interested in making new discoveries. Like Ronco, butcan they sell? Sometimes they expect marketing peopleto find markets for their new concepts and inventions..
Engineering Department:
Looking for design simplicityand economy.
Purchasing Department:Looks for economy in purchasing and not
always quality.
Manufacturing Department:Wants to keep costs low, fewer models and keep theassembly line moving.
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Marketings Role:Inventory Department:
Keep inventory costs low, fewer models. Hold downcarrying costs. Doesnt always look at the costs ofstock-outs.
Finance Department:
Keep companys expenses down. Generate goodratios.
Credit Department:Look at keeping costs down. Bad debt.
Accounting Department:Not always willing to analyze sales and costs.
What about marketing territory info? Pricing?
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Integrated Marketing
When all of the companysdepartments work together toserve the customers interests.
Unfortunately, not allemployees are trained or
motivated to work for thecustomer.
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Integrated Marketing
Two levels:The various marketing functions
of marketing research, planning,
sales force, advertising,product/brand management,pricing and promotion worktogether.
Think Customer: Marketingmust be well-coordinated with theother departments.
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Integrated Marketing
It works best when all employees anddepartments appreciate their impact oncustomers and their satisfaction.
Before, during and after sale anddelivery.
David Packard of Hewlett-Packard said:
Marketing is too important to be left tothe marketing department!
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Marketings Role
Marion Harper said To manage abusiness well is to manage itsfuture; and to manage the futureis to manage information.
The organization must learn tothink of itself not as producing
goods and services but as buyingcustomers, as doing things thatwill make people want to do
business with it.
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Marketing Myopia
Theodore Levitt proposed market
definitions of a business are superiorto product or technologicaldefinitions.
Target Markets/Groups andMarketing Needs.
Every major industry was once agrowth industry.
Railroads, Hollywood and others.
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Marketing Myopia
No guarantee againstproduct obsolescence.Companys own product
research will, or anothercompany will produce,product obsolescence.
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Marketings Role
The chief executive has theinescapable responsibilityfor creating thisenvironment, viewpoint,attitude and inspiration.
Sets the companys style,direction and goals.
M k i R l
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Marketings RoleMarketing should try to mobilize the
companys resources to develop
customer satisfaction. Requests from
the marketing department sometime
increase product design, material costs,
disrupt production schedules, increase
finance and accounting costs and create
budget headaches.
M k ti R l
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Marketings RoleMarketing should try to mobilize the
companys resources to develop
customer satisfaction. Requests from
the marketing department sometime
increase product design, material costs,
disrupt production schedules, increase
finance and accounting costs and create
budget headaches.
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Marketing DecisionMarkeing
Integrated Marketing
Marketing Myopia
& Marketings Role