Escolar Documentos
Profissional Documentos
Cultura Documentos
Darlene Brannigan
Smith, Ph.D.
1
Today’s Itinerary
2
z What is the role of business?
3
Peter Drucker -- 1954
z Implications:
– Role of marketing: Creating value for chosen customers
– A firm defines itself not by the product it sells, but the the
customer benefit provided.
4
The Change in Marketing
z Production Era
Seller’s Market
z Sales Era
z Marketing Era
Buyer’s Market z Relationship Era
z Partnership Era
5
Customer
Value
Benefits Costs
6 TM 1-8
How to Under Whelm Customers and
Shareholders
7
What is your firm’s orientation?
z Financial Orientation
– Excessive orientation toward short-run profits
z Technological
– R&D & engineering with little consideration of economic benefits
8
What is your firm’s orientation?
z Externally Focused
– Highlights the central importance of delivering customer value as the
focal point of business operations
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What is a Market Orientation?
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Market Driven Principles
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Pop Quiz
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Market Orientation
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How MARKET ORIENTED is your firm?
Cross-Functional Analysis of
Information
Delivery of Superior
Customer Value
14
Market Orientation, Customer
Satisfaction and Profitability
15
Process of Marketing Strategy
Development
16
Marketing Analysis (5 Cs)
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Target Market Selection and Product
Positioning
18
Selecting a Target Market
z Tantamount to choosing the “rules of the game”
z Consider:
– Firm’s comparative strengths and weaknesses vis-à-vis the
competition given the target markets purchase criteria
– Firm’s corporate goals and the fit of the segment with these
goals
– Resources necessary to market successfully to the target
market
– Needs for / availability of appropriate collaborators to market
successfully
– Likely financial returns from the segment
19
Positioning
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Traditional Marketing Mix
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The Marketing Triangle
Company
(Management)
Internal External
Marketing Marketing
“enabling the “setting the
promise” promise”
Other tangibles
23
Expanded Mix for Services --
the 7 Ps
z Product
z Price
z Place
z Promotion
z People
z Process
z Physical Evidence
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Marketing is Everything
z A. Marketing Failure
– Identify a company that recently committed a
serious marketing mistake or engaged in an
unethical” marketing practice. Explain.
z B. Marketing Success
– Identify a firm that you believe demonstrates
successful and effective marketing. Provide a brief
“case” study
26
Marketing Triangle
Applications Exercise
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