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Where are the Marketing Jobs?
Manufacturer/Producer
Target CustomerConsumers, Businesses, InstitutionsLocal, Regional, National, Global
Whslrs
Rtlrs
Distrs
Whslrs
Rtlrs
Direct
Suppliers
A Contemporary Organization PRESIDENTPRESIDENT
VicePresident
Production
VicePresident
Production
VicePresidentMarketing.
VicePresidentMarketing.
VicePresidentFinance
VicePresidentFinance
VicePresidentHuman
Resources
VicePresidentHuman
Resources
SalesSales MarketingResearch
MarketingResearch
ProductPlanning
ProductPlanning
PhysicalDistribution
PhysicalDistribution
MarketingComm.
MarketingComm. Customer
Service
CustomerService
•Advertising•Public Relations•Sales Promo•Special Events Fig. 21-1
VicePresidentInfo Tech
VicePresidentInfo Tech
Step OneThe Target Market -- Needs, Wants, Expectations
Step TwoThe Positioning -- The Story
Brand Image & Competitive Advantage
Step Three“The 4 P’s”
Product ---- Price ---- Place ---- Promotion
The Marketing Mix
Conduct the situation analysis Develop marketing objectives Design marketing mix strategies and tactics
Select target markets and measure market demandDetermine positioning (brand image and competitive
advantages)Decide “4P’s” (product, price, place and promotion)
Implement marketing mix strategies and tactics Continuously evaluate . . .
performance toward reaching objectiveschanges in the situation analysis
Make necessary controls/changes to objectives, strategies, and/or tactics
Detailed Marketing Mgm’t ProcessScan -- Focus -- Act -- Scan -- Focus -- Act
The Marketing Management Process
PLANNINGPLANNINGAnalyze situationAnalyze situation
Set objectivesSet objectivesSelect strategies Select strategies
and tacticsand tactics
IMPLEMENTATIONOrganize
StaffDirect
EVALUATIONCompare
performance with goals
Marketing Information System (MkIS)Feedback, so management can adapt future plans and theirimplementation to the changing environment
Fig. 20-1
Scan -- Focus -- Act -- Scan -- Focus -- Act
MkIS
Systems and Proceduresfor Data:
• Collection• Analyses• Storage
•Database
• Retrieval and•Dissemination
MARKETINGMANAGER
Requests for information
Regular andcustomized reports
The Structure of a MkIS
DSS
Fig. 7-1
Planning begins with The Situation Analysis
The Situation Analysis is research designed to: gather information regarding the environmental
factors/forces influencing our marketing decisions, then analyzing that information, and forecasting the impact of whatever trends the
analysis suggests.Those factors/forces may be:
Macro or Micro External or Internal Uncontrollable or Semi-Controllable
COMPANY’SMARKETINGPROGRAM
Demo-graphics
Economiccondition
s
Politicaland legal
forces
Social and cultural
forces
Competition
Technology
ExternalMacroenvironmental Forces
Figure 2-1
COMPANY’SMARKETINGPROGRAM
SuppliersMarketing
inter-mediaries
Marketinginter-
mediaries
Themarket
External Microenvironments Forces
Figure 2-2
COMPANY’SNONMARKETING
RESOURCES
Financialresources
Researchand
development
Com
pany
imag
eLocation
Pro
duct
ion
faci
litie
s
Hum
an
resources
InternalMicro-Forces
Conduct the situation analysis Develop marketing objectives Design marketing mix strategies and tactics
Select target markets and measure market demandDetermine positioning (brand image and competitive
advantages)Decide “4P’s” (product, price, place and promotion)
Implement marketing mix strategies and tactics Continuously evaluate . . .
performance toward reaching objectiveschanges in the situation analysis
Make necessary controls/changes to objectives, strategies, and/or tactics
Detailed Marketing Mgm’t ProcessScan -- Focus -- Act -- Scan -- Focus -- Act
Define the objective
Conduct situation analysis
Conduct informal investigation
Plan and conduct formal investigation
Analyze data and report results
Conduct follow-up
Furtherstudy
needed?
End project and
report results
No
Yes
MarketingResearch Procedure
Fig. 7-3
Marketing Research
Conduct an informal investigation --talk to people
Conduct a formal investigation 1st -- Secondary research—data already
gathered for some other purpose. 2nd -- Primary research—new data
gathered specifically for the project at hand.
Secondary data is found in:
LibrariesGovernment documentsTrade and professional associationsPrivate business firms--syndicated sources Internet, magazines, newspapers, radio and
television stationsUniversity research organizationsCompany files and databases
Primary data is gathered using:
Quantitative Research -- Surveys, Questionnaires Projects findings from the sample to the
population from which sample was taken.Qualitative -- Focus groups, depth studies
Psychological interpretations of the participants’ responses.
Experiments Laboratory Field -- Test markets
Observation Personal Mechanical
Implementation ComprisesThree Activities:Organizing the marketing effort
Design the marketing organization Assign people/dpt’s. to tasks and roles Define the relationship between marketing
and the other functional divisions of the firmStaffing the organization
“People first, strategy second”Directing the execution of marketing plans
Carry out strategies and tactics Direct the efforts of people Adjusting to changes
(Continuous) Evaluation
Market Evaluation On-going situation analysis updating
Performance versus Objectives Evaluation On-going profit, sales, and market share
analysis On-going marketing audit/cost analysis
Is marketing research valuable?
A survey of 100 consumer product brand managers revealed:
Research can predict marketplace
performance.
Research can uncover new customer
needs.
My company will change directions
if market research indicates it is
warranted.
Agree Disagree
59%
41%
60%
41%
59%
40%
Rank in order of importance.
Beginnings
Planning
Ends
Evaluation--Reaction
Mid
dle
sIm
ple
men
tati
on
Detailed Marketing Mgm’t ProcessScan -- Focus -- Act -- Scan -- Focus -- Act
Do Situation Analysis/Marketing ResearchResearch company’s Marketing Environment
Develop Marketing Objectives & ForecastsSet Marketing Mix Strategies & Tactics
Select and measure target market(s)Positioning
Brand ImageCompetitive Advantage(s)
Product -- Price -- Place -- PromotionImplement Marketing Mix Strategies/TacticsMonitor Situation & Performance
Marketing Information System (MkIS)