Crgs LhaL succeed: develop/lmplemenL markeLlng sLraLegles LhaL creaLe value for cusLomers
What |s Market|ng? Market|ng: 1. 8uslness funcLlon 2. 8uslness phllosophy 3. ueclslon-maklng process Market|ng - process of plannlng & execuLlng Lhe concepLlon, prlclng, promoLlon and dlsLrlbuLlon of ldeas, goods and servlces Lo creaLe exchanges LhaL saLlsfy lndlvldual & orgs ob[ecLlves
1. 8us|ness funct|on: provlde buslness wlLh long-Lerm compeLlLlve advanLage ln Lhe marketp|ace (any locaLlon/medlum used Lo conducL an exchange) by undersLandlng Lhe needs of, creaLlng value for cusLomers 2. 8us|ness ph||osophy, Lhe market|ng concept (mlndseL wlLh respecL Lo operaLlng Lhelr buslness): orgs ob[ecLlves besL meL by undersLandlng whaL cusLomers need and Lhe assoclaLed cosLs of saLlsfylng Lhem 3. Dec|s|on-mak|ng process: 1o achleve ob[ecLlves by saLlsfylng cusLomer needs/wanLs
Sat|sf|es Needs, boLh buyers/consumers and sellers/markeLers (orgs goals, proflL) Consumer - ulLlmaLe user of good/servlce (lndlvlduals C8 orgs ob[ecLlves) Need - dlfference beLween consumer's acLual sLaLe and ldeal/deslred sLaLe (physlcal, psychologlcal needs) Want - deslre for parLlcular producL Lo saLlsfy a need ln speclfy ways, lnfluenced culLurally and soclally 8enef|t - dellvered ouLcome by producL when need/wanL saLlsfled Soc|a| market|ng concept - emphaslzes LhaL cusLomer needs musL be saLlsfled ln ways LhaL also beneflL socleLy
Lxchange of Va|ue Lxchange - process by whlch some Lransfer of value occurs beLween buyer (good/servlce LhaL saLlsfles a need) and seller (money) Va|ue - creaLlng producLs LhaL saLlsfy needs/wanLs of consumers beLLer Lhan alLernaLlves
Anyth|ng Can 8e Marketed, "#$%&'( )**$' &+$ '%,-#.%'/ roduct - good (Langlble), servlce (lnLanglble), ldea - Lhrough exchange, saLlsfles consumer needs noL-for proflL markeLlng ldea, place (Lourlsm) markeLlng: Lndorse ldeas, change Lhelr behavlors ln poslLlve ways
Market|ng 1oo|s: 1he Market|ng M|x ".*+.%01#*+( 0,#.#+)( 0,*2*1#*+ &+$ $#'1,#341#*+/ 1CCLS: lnvenL or develop, asslgn value and meanlng, made avallable Lo cusLomers 1C C8LA1L. Customer va|ue - whaL cusLomer geLs from producL relaLlve Lo cosLs lncurred A8L CALLLu. Market|ng m|x "4 s": roducL, prlce, promoLlon, place, represenLs offered value Lo consumer recelved ln an exchange ! MM elemenLs creaLe value roduct: good, servlce, ldea, place, person, offered for exchange r|ce: seller's assessmenL of value Lo producL |ace (channels of dlsLrlbuLlon): avallablllLy of producL Lo cusLomer aL deslred Llme and locaLlon romot|on: markeLlng communlcaLlon efforLs Market - all/poLenLlal cusLomers who share common need LhaL can be saLlsfled by a speclflc producL, have resources and wllllng Lo make exchange
now are Market|ng Dec|s|ons Made? "0,*.%'' *5 06&++#+) &+$ %7%.41#+)/8 sLraLeglc declslon process deLermlnlng markeL sLraLegles help orgs meeL long-Lerm ob[ecLlves ! markeLlng plan
Market|ng |ann|ng: process of ldenLlfylng and analyzlng alLernaLlve ways Lo compeLlng ln markeLplace MarkeLlng plan: Lo achleve ob[ecLlves by creaLlng superlor cusLomer value for exchange wlLh cusLomers
Mk1C 2030: Chapter 1 - What Is Market|ng?
"#$% ) '( ) I|nd|ng and keach|ng a 1arget Market Segment: Market segment - dlsLlncL group of cusLomers wlLhln a larger markeL who have slmllar needs, wanLs, preferences and behavlors who seek slmllar producL soluLlons 1arget market - markeL segmenL(s) chosen by orgs ln whlch lL dlrecLs lLs markeLlng efforLs Mass market - all posslble cusLomers ln markeL, regardless of dlfferences ln speclflc needs/wanLs (noL Lenable ln long-run) SegmenLlng Lhe markeL: ulvldlng overall markeL lnLo groups of consumers who have slmllar needs/wanLs or have slmllar purchase/consumpLlon behavlours SelecLlng a LargeL markeL naLlonally and globally: Slngle or mulLlple markeL segmenLs ueveloplng and poslLlonlng Lhe offerlng: MarkeLlng mlx declslons esLabllsh Lhe market pos|t|on (way ln whlch Lhe LargeL markeL percelves Lhe offerlng ln comparlson Lo compeLlLors' brands) of producL offerlng, creaLe superlor cusLomer value, and creaLe a deslred response among members of Lhe LargeL markeL
Market|ng As a rocess: I|na| 1houghts ke|at|onsh|p market|ng - markeLlng phllosophy: process of bulldlng long-Lerm relaLlonshlps wlLh cusLomers, suppllers, dlsLrlbuLors, oLher key stakeho|ders (lndlvlduals/orgs who affecL or are affecLed by acLlvlLles of a flrm) Lo saLlsfy muLual needs -llfLh 9( people - ofLen consldered parL of markeLlng mlx"
When D|d Market|ng 8eg|n? 1he Lvo|ut|on of a Concept roduct Cr|entat|on: managemenL phllosophy, focus on mosL efflclenL ways Lo produce/dlsLrlbuLe producLs, noL wheLher producLs besL saLlsfy consumers' needs -vlew markeL: Pomogeneous group LhaL wlll be saLlsfled wlLh Lhe baslc funcLlon of a producL Se|||ng Cr|entat|on: managerlal vlew of markeLlng, selllng funcLlon, or way Lo move producLs ouL of warehouses Lo reduce lnvenLory -8egan: AfLer WWll lnLo 1930s -Lncompasses Lhe Pard sell" LacLlc: salespeople aggresslvely push producLs ! gave markeLlng bad lmage ! works on one-Llme sales, noL repeaLable Consumer Cr|entat|on: managemenL phllosophy, focus on belng proacLlve/responslve ln ldenLlfylng and saLlsfylng consumer needs/wanLs -8egan: Larly 1930s ! markeLlng concepL born New Lra Cr|entat|on: managemenL phllosophy, markeLlng declslon maklng means a devoLlon Lo excellence ln deslgnlng/produclng producLs LhaL beneflL cusLomer, plus employees, shareholders, clLlzens -Lmbrace soclal markeLlng concepL, economlc and soclal proflL -locus relaLlonshlp markeLlng, soclal markeLlng
Market|ng's ko|e |n Soc|ety: Lth|ca| 8ehav|our LLhlcal 8ehavlour ls Cood 8uslness: companles flnd LhaL sLresslng eLhlcs, soclal responslblllLy = good buslness Soclal and LLhlcal CrlLlclsms of MarkeLlng: lllegal or legal L.g. - balL-and-swlLch" selllng sLraLegy, spam e-mall CrlLlclsms of MarkeLlng: 1. MarkeLers creaLe arLlflclal needs 2. MarkeLlng Leaches us Lo value people for whaL Lhey own raLher Lhan who Lhey are 3. MarkeLers promlse mlracles
"#$% & '( ) 452,-'22 67$--,-. 6(30'22 8uslness plannlng: ongolng process maklng declslons guldlng flrm ln shorL and long-Lerm 3 Levels of buslness plannlng: 89 SLraLeglc )9 MarkeLlng :9 luncLlonal
89 /&($&'.,0 67$--,-.; managerlal declslon process LhaL maLches Lhe organlzaLlon's resources and capablllLles Lo lLs markeL opporLunlLles for long-Lerm growLh and survlval SLraLeglc plan: SLarLs wlLh 8uslness Cb[ecLlves, Lhen plan developed for a perlod of 3-3 yrs 2 Levels of large flrms SLraLeglc lannlng: 1. LnLlre buslness 2. lndlvldual SLraLeglc 8uslness unlL (S8us)
)9 *$(+'&,-. 67$-; Lnables buslness Lo seL prlorlLles regardlng markeL segmenLs (markeLs lL wanLs Lo compeLe ln), LargeL cusLomers (served), markeLlng mlx sLraLegy (how lL plans Lo serve cusLomers) MarkeLlng lan vs. SLraLegy lan: 1. 1lme Porlzon (MarkeLlng: 1 yr, SLraLeglc: 3-3 yrs) 2. MarkeLlng: ueLalls of MarkeLlng Mlx, SLraLeglc: none
*$(+'&,-. %5$- 6 documenL LhaL descrlbes markeLlng envlronmenL, ouLllnes markeLlng ob[ecLlves/sLraLegy, ldenLlfles who wlll be responslble for carrylng ouL each parL of markeLlng sLraLegy
underlylng goal of all markeLlng sLraLegles ! "37%'&,&,8' $98$-&$.' 6 ablllLy of a flrm Lo ouLperform compeLlLlon, Lhus provldlng cusLomers wlLh a beneflL Lhe compeLlLlon cannoL
*$(+'&,-. 45$--,-. &3 :;-0&,3-$5 45$-2 -MarkeLlng plan provldes common foundaLlon for developmenL of oLher funcLlonal plans -CuLllnes whaL markeLs, cusLomers buslness wlll purse and whaL mkLg sLraLegles wlll accompllsh esLabllshed ob[ecLlves -Lach funcLlon develops own plans Lo lmplemenL markeLlng sLraLegles ouLllned ln markeLlng plan -L.g.: Sales funcLlon knows whaL sales LargeLs Lo be achleved, producLlon funcLlon knows whaL needs Lo be produced & when -Lach funcLlon followlng guldellnes seL by hlgh-level sLraLeglc plan, buL aL own level of deLall
/'&&,-. &#' <;9.'& $-9 <;2,-'22 =>?'0&,8'2@ 4,)(' 1.(601 34 &'()),)6 &$3-011 -SeL yearly budgeL based on markeLlng/funcLlonal plans Cb[ecLlves: dlrecL ouLgrowLh of mlsslon sLaLemenL, broadly ldenLlfy whaL flrm hopes Lo accompllsh wlLhln general Llme frame of flrm's long-range sLraLeglc buslness plan -CfLen quanLlLaLlve: sLaLe speclflc levels of measurable buslness accompllshmenLs Lo be achleved by orgs as a whole -L.g.: revenue/sales, proflLablllLy, sLandlng ln markeL, 8Cl, producLlvlLy, lnnovaLlon, use of flrm's resources, producL developmenL/lnLroducLlon, cusLomer relaLlons/saLlsfacLlon, soclal responslblllLy
/&($&'.,0 *$(+'&,-. *,A 1'0,2,3-2 ,- B-&'(-$&,3-$5 *$(+'&2 CD /&$-9$(9,E$&,3- 82D F30$5,E$&,3- SLandardlzaLlon: sLandardlzed message across counLrles slnce needs/wanLs = same everywhere Cne world, one message sLraLegy" Works when: no unlque culLural facLors affecLlng purchase, llve ln urban areas exposed Lo lmages of dlfferenL counLrles LocallzaLlon: producLs/promoLlons should be Lallored Lo local envlronmenL B(.,3)(' -+($(-.0$ - dlsLlncLlve seL of behavloural/personallLy characLerlsLlcs wlLhln counLry )D 4(39;0& 1'0,2,3-2 SLralghL LxLenslon SLraLegy: Sells same producL for domesLlc/forelgn markeLs roducL AdapLlon SLraLegy: Modlfles producL, bellef of ppl ln dlff culLures have sLrong/dlfferenL preferences roducL lnvenLlon SLraLegy: uevelop brand-new producL for forelgn markeL C(-/*($2 ,)D0).,3) E less complex producL Lhan lL sells elsewhere GD *$(+'&,-. "377;-,0$&,3-2 H4(373&,3-2I 1'0,2,3- JD 4(,0' 1'0,2,3-2 K('L 7$(+'& 6 unauLhorlzed parLy lmporLs producLs and Len sells Lhem for fracLlon of prlce 1;7%,-. 6 company Lrles Lo geL a Loehold ln forelgn markeL by prlclng lLs producLs lower Lhan offered aL home MD 1,2&(,>;&,3- 1'0,2,3-2 key Lo succeed ln lnLernaLlonal markeL: esLabllshlng rellable dlsLrlbuLlon sysLem
"#$% & '( & 4&#,0$5 $-6 /30,$557 8'2%3-2,95' :'#$;,3<( ,- &#' *$(+'&%5$0' new Lra flrms galn soclal proflL by => pracLlclng buslness eLhlcs when maklng MM declslons and )> pracLlce soclal responslblllLy by belng concerned abouL envlronmenL, promoLlng dlverslLy, servlng communlLles Lhrough cause markeLlng. /30,$5 %(3?,& @ neL beneflL boLh Lhe flrm and socleLy recelve from a flrm's: 1. LLhlcal pracLlces and 2. Soclally responslble behavlour
13,-. A& 8,.#&B 4&#,0$5 :'#$;,3<( ,- &#' *$(+'&%5$0' :<2,-'22 '&#,02 - rules of conducL, values gulde behavlour, bellefs govern declslons. 1 sL sLep creaLlng soclal proflL -noLlons of rlghL/wrong dlffer beLween orgs and culLures . reduced by flrm's "36' 3? '&#,02 @ wrlLLen sLandards of behavlour Lo whlch everyone ln orgs musL subscrlbe -L.g. - eLhlcally accepLable behavlour for employees Plgh CosLs of uneLhlcal MarkeLplace 8ehavlour Consumerlsm: llghLlng 8ack "3-2<C'(,2C @ soclal movemenL dlrecLed aL proLecLlng consumers from harmful buslness pracLlces -MarkeLers: respond by volunLarlly maklng changes Lo prevenL boLh consumer anger, gvnL lnLervenLlon
4&#,02 ,- *$(+'&,-. *,D MarkeLlng mlx sLraLegles cruclal Lo success achlevlng ob[ecLlves. LLhlcal conslderaLlons lnfluence MM declslons. Maklng producL safe rlclng producL falrly E(,0' ?,D,-. @ lllegal buslness pracLlce, flrms declde ln advance on common prlce for producL E(,0' 6,20(,C,-$&,3- @ charglng lower prlces Lo larger cusLomers E(,0' .$<.,-. @ ralslng prlce of producL Lo Lake advanLage of popularlLy, uneLhlcal, legal romoLlng Lhe producL eLhlcally CeLLlng Lhe producL where lL belongs (Channels of dlsLrlbuLlon declslons) /53&&,-. $553F$-0' @ fee pald ln exchange for agreelng Lo place Lhe manufacLurer's producLs on reLaller's valuable shelf space, many feel uneLhlcal
13,-. A& 8,.#&B G H30<2 3- /30,$5 8'2%3-2,9,5,&7 /30,$5 ('2%3-2,9,5,&7 @ managemenL process ln whlch orgs engage ln acLlvlLles LhaL have a poslLlve effecL on socleLy and promoLe Lhe publlc good 3 AcLlvlLles: => LnvlronmenLal sLewardshlp )> Cause markeLlng I> romoLlng culLural dlverslLy
=> /'(;,-. &#' 4-;,(3-C'-&B 4-;,(3-C'-&$5 2&'F$(62#,% 4-;,(3-C'-&$5 2&'F$(62#,% @ poslLlon Lake by orgs Lo proLecL envlronmenL as lL conducLs buslness acLlvlLles J(''- C$(+'&,-. @ descrlbes efforLs by flrms Lo choose packages, producL deslgns, and oLher aspecLs of MM LhaL are earLh frlendly buL sLlll proflLable ! creaLes envlronmenLally founded dlfferenLlal beneflL ln mlnds of consumers
)> /'(;,-. /30,'&7B "$<2' *$(+'&,-. "$<2' C$(+'&,-. @ sLraLegy of [olnlng forces wlLh a noL-for-proflL organlzaLlon Lo Lackle a soclal problem -new Lra flrms make long-Lerm commlLmenL Lo Lackle soclal problem (e.g. - Avon Canada's llame agalnsL 8reasL Cancer)
I> /'(;,-. &#' "3CC<-,&7B E(3C3&,-. "<5&<($5 1,;'(2,&7 "<5&<($5 6,;'(2,&7 @ mgmL pracLlce LhaL acLlvely seeks Lo lnclude ppl of dlfferenL sexes, races, eLhnlc groups, rellglons, sexual preferences ln orgs employees, cusLomers, suppllers, dlsLrlbuLlon channel parLners -Lnsure markeLlng pollcles/hlrlng pracLlces glve ppl equal chance Lo work for/buy lLs producLs Mk1C 2030: Chapter 14 - Deve|op|ng & Imp|ement|ng a Market|ng |an
"#$% & '( & Why Deve|op a Market|ng |an? Lnables buslness Lo seL prlorlLles regardlng markeLs lL wanLs Lo compeLe ln (market segments), cusLomers lL wanLs Lo serve (target customers), how lL plans Lo serve Lhose cusLomers (market|ng m|x strategy)
What nappens When a 8us|ness Does not Deve|op a Market|ng |an? underlylng goal of markeLlng sLraLegy/plan, creaLe compet|t|ve advantage for buslness - Lake whaL company does well, ouLperform compeLlLlon, Lhus provldlng cusLomers wlLh a beneflL compeLlLlon cannoL
negaLlve Consequences of noL ueveloplng MarkeLlng lans 1. 8us|ness tends to dr|ft, underperform 2. "|e-|n-the-sky" th|nk|ng, but no forma| strategy 3. 8us|ness tends to waste resources try|ng one tact|c after another 4. 8us|ness |acks a "p|aybook" S. No un|ty w|th|n orgs, slnce markeLlng plan provldes common foundaLlon for developmenL of funcLlonal plans
11 Mlnor SecLlons I. Lxecut|ve Summary key challenges faclng buslness, key sLraLegles ln place Lo achleve ob[ecLlves, key expecLed ouLcomes (flnanclal, non-flnanclal) II. 1ab|e of Contents III. Current Market S|tuat|on, how aLLracLlve lL ls, whaL plece we expecL Lo aLLaln, whaL sllce of markeL our compeLlLors already have, oLher facLors LhaL my lmpacL ablllLy Lo creaLe value for cusLomers IV. Lnv|ronmenta| Ana|ys|s, compeLlLlve landscape Lo assess SWC1 faclng currenL/poLenLlal compeLlLors. V. Customer Ana|ys|s VI. SWC1 Ana|ys|s VII. Cb[ect|ves to be Ach|eved by Market|ng |an VIII. Market|ng Strateg|es Ik. 1act|ca| |ans k. 8udgets and ro[ected rof|t]Loss Statement kI. Market|ng |an Contro|
Dos and Don'ts |n Deve|op|ng a Strong Market|ng |an p474* Mk1C 2030: Chapter S - Consumer 8uy|ng 8ehav|our
"#$% & '( ) Understand|ng Customers Consumer behav|our - process lndlvlduals or groups go Lhrough Lo selecL, purchase, and use goods, servlces, ldeas or experlences -needs/wanLs can be saLlsfled only Lo exLenL LhaL markeLers undersLand why and how ppl buy producLs Consumer declslon approaches: PablLual (rouLlne) declslon maklng (pop) LlmlLed problem solvlng LxLended problem solvlng: (compuLer) Invo|vement - (deLermlnes exLenL of efforL a person puLs lnLo decldlng whaL Lo buy), relaLlve lmporLance of Lhe percelved consequences of a purchase Lo person ! Plgh vs. low lnvolvemenL declslons: more lnvolved ln declslon-maklng process, producLs percelved as lmporLanL, pleasurable or rlsky -erce|ved r|sk - bellef LhaL use of a producL has poLenLlally negaLlve consequences, flnanclal, physlcal or soclal (e.g. - cloLhlng purchases may lead Lo negaLlve soclal consequences, soclal re[ecLlon) -Low percelved rlsk = low lnvolvemenL declslon -roducL dlsplay aL cashler used Lo lnfluence declslon maker (e.g. - gum) -Plgh percelved rlsk = hlgh lnvolvemenL declslon -8lsk reduced educaLlng consumer why producL ls besL before Llme of declslon (house, car)
Consumer Dec|s|on-Mak|ng rocess Step 1: rob|em kecogn|t|on: process occurs when consumer sees slgnlflcanL dlfference beLween Lhelr currenL sLaLe of affalrs and some deslred/ldeal sLaLe MarkeLlng sLraLegy: encourage consumers Lo see LhaL exlsLlng sLaLe does noL equal deslred sLaLe e.g. - sLlmulaLe Lo recognlze currenL sLaLe wlLh car commerclal, exclLemenL of ownlng new car Step 2: Informat|on Search: process whereby consumer searches for approprlaLe lnfo Lo ldenLlfy opLlons Lo solve problem Cngolng process, ends wlLh cons|derat|on set: ldenLlflcaLlon of alLernaLlves for conslderaLlon MarkeLlng sLraLegy: rovlde lnfo when and where consumers are llkely Lo search e.g. - WebslLes, LargeLed adverLlslng 1v programs wlLh hlgh markeL vlewershlp, Lraln salespeople Step 3: Lva|uat|on of A|ternat|ves: ldenLlfy feaslble alLernaLlves Lva|uat|ve cr|ter|a: crlLerla consumers use Lo compare compeLlng producL alLernaLlves MarkeLlng sLraLegy: undersLand crlLerla consumers use ln comparlng brands & communlcaLe own brand superlorlLy e.g. - ConducL research Lo ldenLlfy crlLerla, adverLlslng LhaL lncludes rellable daLa on superlorlLy of brand Step 4: roduct Cho|ce: Apply evaluaLlve crlLerla a. neur|st|cs (menta| shortcuts) - Laklng advlce, prlce reflecLs quallLy" - chooslng cheapesL/mosL expenslve brand, buylng one LhaL feels rlghL" - emoLlonal appeal. -MosL common heurlsLlc: buylng brand you always buy Lhrough hablL or brand |oya|ty (paLLern of repeaL producL purchases b/c bellef of brand superlorlLy) b. CompensaLory sLraLegy vs. non-compensaLory sLraLegy: wllllng Lo make Lrade-offs Lo geL besL overall deal (value) for needs "!"" $%&'' #$% &'() $# *&& +,-'('$. ()%*),/',(0 MarkeLlng sLraLegy: undersLand cholce heurlsLlcs used by consumers and provlde communlcaLlon LhaL encourages brand declslon Step S: ostpurchase Lva|uat|on: LvaluaLes quallLy of declslon made Cogn|t|ve d|ssonance - regreL or buyer's remorse afLer maklng purchase, lncrease wlLh declslon lmporLance & when oLher vlable brands ln conslderaLlon seL -LvaluaLlon resulLs ln consumer sat|sfact|on]d|ssat|sfact|on deLermlned by overall feellngs/aLLlLude person has abouL producL afLer purchaslng lL -Pow well producL meeLs/exceeds ,12,-)*)'$.( deLermlne saLlsfacLlon, compare whaL Lhey boughL Lo a 2,%#$%3*.-, ()*.+*%+ creaLed by lnfo from markeLlng communlcaLlons, lnformal lnfo sources, eLc. MarkeLlng sLraLegy: Lncourage accuraLe consumer expecLaLlons Mk1C 2030: "#$%&'( ) * "+,-./'( 0.12,3 0'#$42+.(
"#$% & '( ) 5&#'( 6'72-2+, 8(+7'--'- leellng-based (emoLlonal/affecLlve declslons): buylng car b/c lL looks good, dress b/c lL's cuLe lmpulse declslons: acLlng w/o glvlng a loL of LhoughL Lo declslon (buylng gum aL counLer)
9"0 :(2; (llgure 3.4)< useful way of looklng aL dlff declslon processes followed by consumers -2 prlmary approaches Lo consumer declslon-maklng 1) Lhlnklng (cognlLlon 2) feellng (affecL) -4 common declslon approaches: lnformaLlve, affecLlve, hablLual/responslve, self-saLlsfacLlon/lmpulse declslons, ulffer ln order consumers learn, feel and acL abouL brands -LxLended problem-solvlng represenLed ln C1, C2, consumers have emoLlonal responses/aLLachmenLs, Lhen learn Lo declde Lo buy. ln C3, C4, consumers acL 1 sL , Lhen evaluaLe (feellngs) Lhe ouLcomes. -Model crlLlclzed for noL accounLlng for consumer experlence, negaLlve emoLlons.
3 CaLegorles =,>?.',7'- "+,-./'( 6'72-2+,- @A =BCDEBFG =,>?.',7'- on Consumer ueclslons $A 8'(7'%&2+, * process by whlch people selecL, organlze & lnLerpreL lnfo from ouLslde world. 8ecelve lnfo ln form of !"#!$%&'#! (lmmedlaLe response of sensory recepLors - eyes, ears, nose, mouLh, flngers - Lo baslc sLlmull as llghL, colour, sound) -lmpresslons based on physlcal quallLles (e.g: Macbook deslgn) -MarkeLer lssues Lo undersLand durlng process: Lxposure, percepLual selecLlon, lnLerpreLaLlon Lxposure: SLlmulus musL be wlLhln range of ppl's sensory recepLors Lo be noLlced ercepLual SelecLlon: Consumers choose Lo pay aLLenLlon Lo some sLlmull buL noL Lo oLhers - aware of msgs LhaL speak Lo currenL needs lnLerpreLaLlon: Meanlng ls asslgned Lo Lhe sLlmulus. lnfluenced by prlor assoclaLlons Lhe person has learned.
HA I+&24$&2+, * lnLernal sLaLe LhaL drlves us Lo saLlsfy needs by acLlvaLlng goal-orlenLed behavlour -Cnce we acLlvaLe a need, sLaLe of Lenslon ()&*"! consumer Loward some +'$, LhaL wlll reduce Lhls Lenslon by ellmlnaLlng Lhe need J2'($(7#1 +> ,'';- (Maslow) - caLegorles moLlves accordlng Lo 3 levels of lmporLance, mosL baslc needs boLLom. SuggesLs LhaL before a person can meeL need ln glven level, musL flrsL (aL leasL parLlally) meeL Lhose ln Lhe levels below. hyslologlcal, SafeLy, 8elonglngness, Lgo needs, Self-AcLuallzaLlon -Alderfer proposed revlslon Lo mlddle levels: LxlsLence (concern wlLh baslc maLerlal exlsLence requlremenLs), 8elaLedness (deslre for malnLalnlng lnLerpersonal relaLlons), CrowLh (lnLrlnslc deslre for personal developmenL)
7A G'$(,2,3 * change ln behavlour afLer galnlng lnfo/experlence MarkeLers goal: 1each" consumers Lo prefer Lhelr producLs 0'#$42+.($? ?'$(,2,3 &#'+(2'- * consumer behavlour changed by exLernal evenLs or sLlmull "?$--27$? 7+,;2&2+,2,3 * person percelves 2 sLlmull aL same Llme, Lhen Lransfers response from one sLlmulus Lo anoLher. (L.g. - see ad of breaLhLaklng scene, so LhaL markeLer hopes you Lransfer poslLlve feellngs Lo Lhe adverLlsed producL) 5%'($,& 7+,;2&2+,2,3 * people learn Lhelr acLlons resulL ln rewards/punlshmenLs, feedback acLs as relnforcemenL for Lhe behavlour (L.g. - prlze boLLom of cereal) ! K&2/.?.- 3','($?2L$&2+, * good or bad feellngs assoclaLed wlLh producL wlll rub off" on oLher producLs LhaL resemble lL. MarkeLers creaLe -)'(./% ,&#" "1%"#!&'#! so good feellngs Lransfer Lo new one. "+3,2&24' ?'$(,2,3 &#'+(1 * lmporLance of lnLernal menLal processes LhaL vlews ppl as problem solvers who acLlvely use lnfo Lo masLer Lhelr envlronmenL CbservaLlonal learnlng (vlcarlous learnlng) - ppl waLch acLlons of oLhers and noLe whaL happens Lo Lhem as a resulL, use lnfo Lo gulde Lhelr own behavlour Mk1C 2030: "#$%&'( ) * "+,-./'( 0.12,3 0'#$42+.(
"#$% & '( ) 56 7'(-+,$82&1 * SeL of unlque psychologlcal characLerlsLlcs LhaL conslsLenLly lnfluences Lhe way a person responds Lo slLuaLlons ln envlronmenL MarkeLers: ldenLlfy dlfferences ln personallLy Lo conLrlbuLe value Lo crafLlng markeLlng sLraLegles 3 ersonallLy LralLs relevanL Lo markeLlng sLraLegles: 26 lnnovaLlveness - degree Lo whlch person llkes Lo Lry new Lhlngs 226 Self-confldence - degree Lo whlch person has poslLlve evaluaLlon of hls/her ablllLles, lncludlng ablllLy Lo make good producL declslons 2226 SoclablllLy - degree Lo whlch a person en[oys soclal lnLeracLlon -MarkeLers Lry Lo creaLe !"#$% '(")*$#+,-,() Lo appeal Lo dlff Lypes of consumers 9'8: ;+,;'%& - composed of mlxLure of bellefs abouL one's ablllLles, observaLlons of one's own behavlour, and feellngs abouL one's personal aLLrlbuLes ! exLenL Lo whlch person's self-concepL ls poslLlve/negaLlve can lnfluence producLs Lhey buy .(+/0()-((1 #%2("-,),$3 4 aLLempLs Lo sLlmulaLe poslLlve feellngs abouL Lhe self (Speclal k as llfesLyle cholce)
'6 <3' 3(+.%- * deLermlnanL of producL caLegorles he/she wanLs -5*$)61(" $*)-#+3,# - ppl aLLracLed Lo producLs/servlces LhaL remlnd Lhem of pasL experlences -urchase preferences depend on poslLlon ln :$/281 82:' ;1;8' * llfe sLages ppl pass as Lhey grow older -MarkeLers undersLand cycle Lo anLlclpaLe producL needs (Campbell's soup - moLhers on go)
:6 7-1;#+3($%#2;- * descrlbe acLlvlLles, aLLlLudes, lnLeresLs, oplnlons and llfesLyles of consumers =2:'-&18' * paLLern of LasLes as expressed ln a person's preferences for acLlvlLles such as sporLs, lnLeresLs such as muslc, oplnlons on pollLlcs 7,/()-8+( 1#"9(-,$3 4 sLraLegy LhaL recognlzes LhaL ppl can be grouped lnLo common markeL segmenLs based on slmllarlLles ln llfesLyle preferences (beer/car markeLers - show consumers how brands flL wlLh way llve/llke Lo llve)
F6 @2/' - how much Llme one has Lo make declslon, consumers' llmlLed resource -Consumers responslve Lo markeLlng lnnovaLlons LhaL allow Lhem Lo save Llme (e.g. - 1 hr phoLo processlng, bagged salads, onllne shopplng)
G6 9B"?<= ?,:8.',;'- +, "+,-./'( D';2-2+,- $6 ".8&.(' * socleLy's personallLy, values, bellefs, cusLoms & LasLes valued by a group of ppl -CulLural values: deeply held bellefs abouL rlghL/wrong ways Lo llve -Consumer culLure lnfluences buylng declslons, naLlonallsm has led markeLers Lo recognlze value of ldenLlfylng producLs wlLh Canada/Canadlan culLural symbols (Molson: l am Canadlan) -CAn advanLage (lrench vs. Lngllsh) /uS culLures dlffer ln perspecLlves, lmpllcaLlons for consumer-declslon maklng -Canadlans = forL people, Amerlcans = homesLeaders -SecurlLy, safeLy of llvlng ln a forL. SLrlve Lo flL ln, prlze collaboraLlon, consensus, compromlse. learful of change, conLrolllng of expendlLures -Llfe, llberLy and pursulL of happlness. Llve Lo sLand ouL and value leadershlp, lnslghL and acLlon. MgmL sLyles - aggresslve, compeLlLlve advanLage Mk1C 2030: "#$%&'( ) * "+,-./'( 0.12,3 0'#$42+.(
"#$% & '( & 56 7.58.9&.('- * group, coexlsLlng wlLh oLher groups ln a larger culLure, whose members share dlsLlncLlve seL of bellefs/characLerlsLlcs (e.g. - rellglous, eLhnlc, reglonal, eLc.) :.9&28.9&.($9 /$(;'&2,3 * LargeLlng consumers ln eLhnlc subculLures, slnce Canada = dlverse socleLy -Men vs. women - dlff needs, bellefs, values, approaches Lo purchase declslons
86 7+82$9 89$-- * overall rank of people ln socleLy -roducLs/sLores deslgned Lo appeal Lo people ln a speclflc soclal class - slmllar occupaLlons, lncome levels, common LasLes cloLhlng, sLyles, lelsure, pollLlcal/rellglous bellefs, valued acLlvlLles/goals -Worklng class: evaluaLe producLs ln uLlllLarlan Lerms (sLurdlness or comforL - raLher Lhan sLyle/fashlon. uon'L Lry new producLs/sLyles - prefer predlcLablllLy Lo novelLy) 7&$&.- -1/5+9- * producLs Lo slgnal membershlp ln a deslrable soclal class (Luxury goods)
<(+.% 0'#$42+.( -ueclslons made by groups dlffer from Lhose made by each lndlvldual -CfLen conslderaLlon of rlsk alLernaLlves lncreases ln group seLLlngs. Shopplng behavlour - Lend Lo make more unplanned purchases, buy more.
='>'(',8' 3(+.% * acLual/lmaglnary lndlvldual/group a consumer wanLs Lo please or lmlLaLe -Small (lndlvldual - know or don'L know) or Large (organlzaLlon) "+,>+(/2&1 * change ln bellefs/acLlons as a reacLlon Lo real/lmaglned group pressure -ressures Lo conform lnLense/escalaLes as more group members cave ln": process = bandwagon effecL 7'? (+9'- * socleLy's expecLaLlons of approprlaLe aLLlLudes, behavlours, appearance for men/women -Many producLs Lake on m/f aLLrlbuLes, consumers assoclaLe Lhem wlLh m/f
@%2,2+, 9'$A'( * person who lnfluences oLhers' aLLlLudes or behavlours by Lhelr experLlse ln producL caLegorles -valuable lnfo sources, knowledge of producL caLegorles, ofLen flrsL Lo buy new producLs, absorb much of rlsk -8oLh (+) and (-) lnfo abouL producL performance, soughL by oLhers for advlce
"#$% & '( ) 236.-'66 7$(8'&69 234.-, $-: ;'11.-, <#'- ;&$8'6 $(' =.,# 236.-'66>&0>?36.-'66 @$(8'&.-, * markeLlng of goods/servlces and organlzaLlonal cusLomers buy for purpose oLher Lhan personal consumpLlon - for resale or Lo supporL Lhelr operaLlons 8-2-8 cusLomers: manufacLurers, wholesalers, reLallers, hosplLals, college, governmenL agencles 8-2-8 markeLs aka organlzaLlonal markeLs, 4x larger Lhan consumer markeLs
ulfferences beLween CrganlzaLlonal and Consumer MarkeLs (See llgure 6.1) CommonallLy: llrms ldenLlfy cusLomer needs and develop markeLlng mlx Lo saLlsfy Lhose needs $A 731&.%1' ?34'(6 * purchased made by someone oLher Lhan user of producL, declslons made by several pl (e.g. - classroom chalrs - saLlsfy sLudenLs, faculLy) ?A B 0C D36&0@'(6 * 8uslness markeLers have llmlLed # of large buyers DA ;./' 0C %3(D#$6'6 * large, cosLly :A E'0,($%#.D D0-D'-&($&.0- * buyers ofLen geographlcally concenLraLed ln cerLaln areas
8uslness-Lo-8uslness uemand, dlffers from consumer demand. MarkeLers forecasL/markeLlng sLraLegles $A F'(.5': :'@$-: * demand for buslness/orgs producLs LhaL ls derlved from demand for consumer g&s -ln response Lo consumer markeL demand >Whereas, consumer demand: dlrecL connecLlon need & saLlsfacLlon of need -MarkeLers: alerL Lo changes ln consumer Lrends LhaL effecL 8-2-8 sales L.g.: demand for educaLlon ! derlved u for LexLbooks ! uu for paper ! uu for pulp ! uu foresLry producLs ?A G-'1$6&.D :'@$-: * demand for producLs does noL change b/c of lncreases/decreases ln prlce -L.g. - producL relles on many componenL parLs Lo cars. no change Lo consumer demand. -LlasLlc demand - manufacLurer of consumer passes Lhe prlce lncrease Lo consumer. Change Lo consumer demand. L.g. - producL relles on few maLerlals. DA H13D&3$&.-, :'@$-: * small changes can creaLe large changes ln buslness demand IDD'1'($&.0- %(.-D.%1' (mulLlpller effecL) - a small change ln consumer demand can creaLe a large change ln 8-2-8 demand Llfe expecLancy of producL - reason for flucLuaLlng demand (buylng large machlnery lnfrequenLly) Changes ln lnvenLory pollcles - creaLe demand flucLuaLlons :A J0.-& :'@$-: * resulL of 2+ goods belng necessary Lo creaLe a producL (e.g. - Llres & baLLerles for cars)
"1$66.C4.-, 236.-'66>&0>236.-'66 7$(8'&6 -lor buslness markeLers: ldenLlfles flrms LhaL purchase slmllar producLs, have slmllar buylng pracLlces. Pelps markeLers develop sLraLegles LhaL LargeL dlfferenL orgs cusLomers. K0(&# I@'(.D$- G-:36&(4 "1$66.C.D$&.0- ;46&'@ LKIG";A * numerlcal codlng sysLem LhaL Lhe uS/Canada/Mexlco use Lo classlfy flrms lnLo deLalled caLegorles accordlng Lo Lhelr buslness acLlvlLles & shared characLerlsLlcs -1ool for classlfylng 8-2-8 cusLomers, Lo assess poLenLlal markeLs & deLermlne how well Lhey are dolng compared Lo Lhelr lndusLry group as a whole, Codes for lndusLry, lndusLry group, subsecLor, secLor
$A M(0:3D'(6 * purchase producLs for use ln Lhe producLlon of oLher g&s sold Lo make a proflL >CusLomers for: raw maLerlals, goods manufacLured by oLher producers ?A N'6'11'(6 * buy flnlshed goods for purpose of reselllng, renLlng or leaslng Lo oLher buslnesses -lnclude: reLallers, wholesalers DA E05'(-@'-& @$(8'&6 * federal, provlnclal, local governmenLs LhaL buy g&s Lo carry ouL publlc ob[ecLlves & Lo supporL Lhelr organlzaLlons, largesL slngle buslness or orgs markeL ln Canada -CusLomers for: snowplows, garbage Lrucks, LranslL buses . and famlllar/less expenslve: rlnLers, pens -lor buslness markeLers: selllng g&s Lo governmenLs dlff from $A and ?A Mk1C 2030: "#$%&'( ) * +(,$-./$&.0-$1 234.-, 2'#$5.03(
"#$% & '( ) -CovernmenL buyers musL develop deLalled speclflcaLlons and obLaln 607%'&.&.5' 8.9: (poLenLlal suppllers musL submlL deLalled proposals for proposed purchase, flrm wlLh besL offer gesLs bld. 8equlred by law Lo accepL lowesL bld)
;0&<=0(<%(0=.& .-:&.&3&.0-: * organlzaLlons LhaL operaLe for charlLable, educaLlonal, communlLy & oLher publlc servlce goals and buy g&s Lo supporL Lhese funcLlons
>#' ;$&3(' 0= 23:.-':: 234.-, -1o be successful ln 8-2-8 markeL: develop markeLlng sLraLegles LhaL meeLs needs of orgs cusLomers beLLer Lhan compeLlLlon. MarkeLs musL undersLand buylng behavlour Lo parLlclpaLe ln buyer's declslon process from sLarL.
>#' 234.-, ?.&3$&.0- 234 61$:: * 1 of 3 classlflcaLlons of buslness buylng slLuaLlons LhaL characLerlze Lhe degree of Llme & efforL requlred Lo make a declslon ln a buylng slLuaLlon @A ?&($.,#& ('834 * buylng slLuaLlon ln whlch buslness buyers make rouLlne purchases LhaL requlre mlnlmal declslon maklng -L.g. - compuLer, paper, shlpplng carLons, cleanlng compounds, purchased before, rouLlnely reorders -8uslness markeLers: CulLlvaLe/malnLaln relaLlons wlLh cusLomers LhaL wlll lead Lo sLralghL buys -Suppller: Sales volume up, selllng cosLs down BA C09.=.'9 ('834 * buylng slLuaLlon classlflcaLlon LhaL buslness buyers use Lo caLegorlze a prevlously made purchase LhaL lnvolves some change and LhaL requlres llmlLed declslon maklng -Shop around for suppllers w/ beLLer prlce, quallLy, dellvery Llmes, new needs for producLs already buys DA ;'E<&$:F 834.-, * a new 8-2-8 purchase LhaL ls complex/rlsky and requlres exLenslve declslon maklng -1 sL Llme purchase, no prevlous experlence on whlch of base declslon, rlsk, uncerLalnLy -8uyers: gaLher lnfo abouL quallLy, prlce, dellvery, servlce from poLenLlal suppllers -Suppller: new-Lask buylng = challenge & opporLunlLy -MarkeLers know: develop close worklng relaLlonshlp w/buslness buyer
>#' G(0='::.0-$1 234'( 8-2-8 markeLers need Lo undersLand who handles buylng for buslness cusLomers ([usL as markeLers for consumer g&s undersLand Lhelr consumers) <1ralned professlonal buyers carry ouL buylng ln 8-2-8 markeLs, called: purchaslng agenLs, procuremenL offlcers, dlrecLors of maLerlals managemenL -urchases can range ln prlce/slgnlflcance, Lend Lo focus on economlc facLors beyond lnlLlal prlce of producL -SomeLlmes buslness buyers, llke consumers, make declslons based on emoLlons, brand loyalLy, long-Lerm relaLlons. Lven age, lncome, educaLlon, personallLy and aLLlLudes affecL buyer's declslons. -MarkeLlng communlcaLlons = cruclal role ln buyer's declslon process (e.g. - vendors' salesppl) -key facLor ln purchase declslons: rlsk "'-&($1./'9 %3(6#$:.-, * buslness buylng pracLlce ln whlch orgs purchaslng deparLmenL does Lhe buylng for all of company. llrm has more buylng power and can geL besL prlces. (e.g. - WalmarL) -rofesslonal buyers who work ln C offlces become experLs from speclallzaLlon
>#' 234.-, "'-&(' 234.-, "'-&(' * group of ppl ln orgs who lnfluence and parLlclpaLe ln purchaslng declslons lluld naLure of 8uylng CenLre -Cross-funcLlonal Leam of declslon makers, members have experLlse/lnLeresL ln declslon -L.g.: PosplLal declslon Lo purchase oxygen masks (physlclans, dlrecLor of nurses, purchaslng agenLs) -MarkeLers: musL conLlnually ldenLlfy whlch employees are lnvolved ln every purchase and develop relaLlons wlLh Lhem all Mk1C 2030: "#$%&'( ) * +(,$-./$&.0-$1 234.-, 2'#$5.03(
"#$% & '( ) 8oles ln 8uylng CenLre -rofesslonal buyer may make purchase & declslon C8 role ls Lo gaLher lnfo for anoLher who wlll make declslon -lor suppllers: buylng cenLre concepL compllcaLes markeLlng process - may have Lo provlde dlff Lypes of lnfo Lo saLlsfy lnLeresLs of all parLlclpanLs (nurslng sLaff - packaglng, physlclans - deslgn, purchaslng dpmL - prlce/dellvery schedules) -Also need Lo deLermlne who has mosL lnfluence on declslon, who plays key role of declslon maker & who makes purchase 6 8oles ln buylng cenLre: 67 8-.&.$&0( * recognlzes LhaL purchase needs Lo be made oLenLlal player: producLlon employee, sales manager, almosL anyone MarkeLer: Lnsure Lhey are aware of lmproved producLs Lhey offer 97 :;'( * lndlvldual(s) who ulLlmaLely use producL oLenLlal player: producLlon employee, sales manager, almosL anyone MarkeLer: lnform users of producLs abouL beneflLs over compeLlLors <7 =$&'>''%'( * conLrols flow of lnfo Lo oLhers ln orgs oLenLlal player: 8uyer/purchaslng agenL Salespeople: uevelop/malnLaln sLrong personal relaLlons ?7 8-@13'-A'( * affecLs declslon by glvlng advlce & sharlng experLlse oLenLlal player: Lnglneers, quallLy conLrol experLs, Lech speclallsLs, ouLslde consulLanLs MarkeLer: ldenLlfy Lhem and convlnce Lhem of producL superlorlLy B7 C'A.D'( * makes flnal purchase declslon oLenLlal player: urchaslng agenL (rouLlne purchase), manager, CLC (complex purchase) )7 234'( * execuLes purchase declslon oLenLlal player: urchaslng agenL
E#' 23;.-';; 234.-, C'A.;.0- F(0A';; (See slldes for ouLllne) -Members of buylng Leam go Lhrough sLages ln declslon-maklng process -Slmllar Lo consumer declslon process, buL more complex
G&'% 6H F(0I1'J K'A0,-.&.0- -urchase can solve a problem -SLralghL rebuy purchase - flrm runnlng ouL of supply, buyer reorders, declslon-process ends -Modlfled rebuy purchase - wanLlng Lo replace ouLdaLed equlpmenL from changes or markeLlng communlcaLlon -new-Lask purchase - flrm wanLs Lo enhance lLs operaLlons SLep 2: lnformaLlon Search (for oLher Lhan sLralghL rebuys) -8uylng cenLre searches for lnfo abouL producLs/suppllers -Sources: Lrade magazlnes, [ournals, ouLslde consulLanLs, markeLlng communlcaLlon from suppllers/mfcLrers -MarkeLers ([usL as consumer markeLlng) - ensure lnfo avallable when & where buslness cusLomers wanL lL ueveloplng producL speclflcaLlons: 8uslness buyers ofLen develop S Lo lay ouL exacL requlremenLs CbLalnlng proposals: 8uyer obLalns wrlLLen or verbal proposals or !"#$ from poLenLlal suppllers
G&'% <H L5$13$&.0- 0@ M1&'(-$&.5'; -8uylng cenLre assess proposals -rlclng - prlmary conslderaLlon: dlscounL pollcles, reLurn pollcles, cosL of repalr/malnLenance, Lerms of paymenL, cosL of flnanclng -MarkeLers ofLen make formal presenLaLlons/producL demonsLraLlons Lo buylng cenLre
"#$% & '( & 637& .- &.8' 96:;< * lnvenLory managemenL sysLem ensures consLanL supply Lhrough preclsely Llmed dellverles [usL when needed -lor manufacLures resellers: cholce may be whose suppller locaLlon ls closesL =.-,1' 703(>.-, * buylng parLlcular producL from one suppller (frequenL dellverles of speclallzed producLs) AdvanLages: negoLlaLe prlces, conLracLs. Lowers admln cosLs (few lnvolces, purchase orders) ?31&.%1' 703(>.-, * buylng parLlcular producL from many suppllers -Suppller selecLlon may be based on ('>.%(0>.&4 * Lradlng parLnershlp ln whlch 2 flrms agree Lo buy from one anoLher -+3&703(>.-, * obLaln ouLslde vendors Lo provlde g&s LhaL oLherwlse mlghL be supplled lnhouse -@'5'(7' 8$(A'&.-, * buyer-seller parLnershlp ln whlch a buyer flrm shapes a suppller's producLs and operaLlons Lo saLlsfy lLs needs
=&'% BC D07&%3(>#$7' E5$13$&.0- -8uyer surveys users Lo deLermlne saLlsfacLlon wlLh producL and lnsLallaLlon/dellvery/servlce provlded by suppller -ueLermlnes wheLher Lo keep or drop suppller -Many supplles conducL own performance revlews
E1'>&(0-.> 237.-'77F&0F237.-'77 "088'(>' 237.-'77F&0FG37.-'77 92H2< 'F>088'(>' * lnLerneL exchanges beLween 2 or more buslnesses or organlzaLlons -Lxchanges of lnfo, producLs, servlces and paymenLs -SlmplesL form: lnLerneL provldes onllne caLalogue of producLs LhaL buslnesses need -Allows buslnesses Lo reach new markeLs -Allows buslness markeLers Lo llnk dlrecLly Lo suppllers, facLorles, dlsLrlbuLors and cusLomers reduclng Llme for order/dellvery, Lracklng sales, feedback
lnLraneLs, LxLraneLs, rlvaLe Lxchanges, and 8uylng Croups :-&($-'&7 * lnLernal corporaLe communlcaLlon neLwork LhaL uses lnLerneL Lechnology Lo llnk company deparLmenLs, employees and daLabases EI&($-'& * when lnLraneL ls opened Lo auLhorlzed exLernal users -MarkeLers allow suppllers, dlsLrlbuLors, oLher auLhorlzed users Lo access daLa LhaL company makes avallable -Allow companles Lo save $ and bulld beLLer relaLlons D(.5$&' 'I>#$-,'7 * sysLems LhaL llnk an lnvlLed group of suppllers and parLners over Lhe Web -Allows companles Lo collaboraLe wlLh suppllers Lhey LrusL - w/ sharlng senslLlve lnfo wlLh oLhers 234.-, ,(03%7 * coordlnaLlon of purchaslng among member orgs Lo reallze economles of scale and oLher efflclencles -CooperaLlve purchaslng efforL among orgs LhaL lndlvldually may be Loo small Lo command volume dlscounLs or en[oy oLher economles of scale. ool purchases
SecurlLy lssues -82C and 828 e-commerce companles worry abouL !"#$%&#'(!#')& & ensurlng LransacLlons are secure Mk1C 2030: Chapter 3 - Market Segmentat|on and os|t|on|ng
"#$% & '( ) 1he Concept of Segmentat|on Market fragmentat|on - when people's dlverse lnLeresLs & backgrounds have dlvlded Lhem lnLo dlff consumer groups wlLh dlsLlncL needs/wanLs MarkeLers selecL a target market|ng strategy - dlvlde LoLal markeL lnLo dlff segmenLs based on cusLomer characLerlsLlcs, selecL 1 or more segmenLs and develop producLs Lo meeL Lhe needs of Lhose speclflc segmenLs -MarkeLers ldenLlfy key groups ln markeL, choose whlch group(s) Lo focus on (LargeL), declde how Lhey wanL Lhelr brand Lo compeLe and be known by Lhese consumers (poslLlonlng) and deslgn markeLlng programs (make markeLlng mlx declslons) Lo creaLe producL offers LhaL appeal Lo chosen LargeL groups
S Steps |n 1arget Market|ng rocess 1) Se|ect Markets a) Def|ne market compeLlng ln: Lyplcally done aL sLraLeglc plannlng level of orgs b) Understand customers needs & wanLs, beneflLs, feaLures and aLLrlbuLes soughL, and purchase/consumpLlon beahavlour
2) Market Segmentat|on Segmentat|on - process of dlvldlng larger markeL lnLo subgroups, where wlLhln groups ppl share 1 + characLerlsLlcs CrlLerla for ldenLlfylng MarkeL SegmenLs: 1. S|m||ar enough w|th|n group ln producL needs/wanLs so same producL offers appeal Lo mosL 2. D|fferent enough between the groups. SegmenL dlfferences requlre dlff producL, prlclng, dlsLrlbuLlon, communlcaLlon sLraLegles Lo creaLe a producL offer LhaL appeals Lo each segmenL. 3. Large enough 4. Measurab|e market where ppl ln segmenL have "#$%&'()*+ ",-.$: auLhorlLy, wllllngness, ablllLy Lo make purchase declslon S. keachab|e ln whlch markeLers able Lo ldenLlfy consumers or orgs cusLomers ln segmenL and communlcaLe producL offer ln cosL effecLlve manner
A) IDLN1II GkCUS: GLCGkAnIC, 8LnAVICUkAL, SCnCGkAnIC, DLMCGkAnIC SLGMLN1A1ICN Segmentat|on var|ab|es - bases for segmenLaLlon used Lo group consumers lnLo acLlonable segmenLs 1) 8ehav|oura| segmentat|on: Lechnlque LhaL dlvldes consumers lnLo segmenLs based on how Lhey acL Loward, feel abouL, or use a producL/servlce |) 8enef|t segmentat|on (value segmenLaLlon) - segmenLaLlon approach where consumers are grouped by Lhe beneflLs Lhey seek ln a producL caLegory L.g.: for resLauranL lndusLry segmenLs - convenlence seekers, fun seekers, healLh-orlenLed, flne-dlnlng experlence seekers, novelLy seekers, cosL-orlenLed, famlly-orlenLed, sLaLus-orlenLed) ||) roduct usage segmentat|on - segmenLaLlon approach where groups ldenLlfled based on how Lhey use a producL or how much Lhey use lL -80]20 ru|e: 20 of purchasers accounL for 80 of producL's sales, makes more sense Lo focus on smaller # of ppl who are heavy users of a producL raLher Lhan larger casual users lll) user/non-user segmenLaLlon approach - Lo reward currenL users 2 llmlLaLlons: non-users ofLen noL clearly ldenLlflable, currenL users may noL be homogenous group lv) Usage occas|ons - lndlcaLor used based on when consumers use Lhe producL mosL (Llme of day, holldays, buslness funcLlon, casual slLuaLlon) L.g.: CreeLlng cards & holldays
"#$% & '( ) SegmenLlng 8uslness MarkeLs, loglc same as consumer markeL however varlables dlffer 6%'($&10. 7$(1$89'5 * bases for segmenLaLlon, producL Lechnology used, buslness cusLomer's degree of Lechnlcal, flnanclal, or operaLlons experLlse, and wheLher Lhe prospecL ls a currenL user or non-user of producL
:03;5&(1$9 %5<=#2.($%#1=5 * appllcaLlon of psychographlcs Lo Lhe buslness-Lo-buslness conLexL -undersLandlng buyers (purchaslng agenLs or mulLlple people ln buylng cenLre) Lo help salespeople beLLer undersLand Lhelr one-on-one relaLlonshlps wlLh cllenLs -SegmenL buslness markeLs by mlsslon, goals, values of an orgs/mgmL Leam slnce purchase/consumpLlon declslons/behavlors are llkely Lo be conslsLenL wlLh Lhose mlsslons CrganlzaLlonal uemographlcs: help buslness markeLers undersLand needs/characLerlsLlcs of poLenLlal cusLomers
>? @A-"B:>A C4B6D:EA? FGA HB6I4-J KG6L KGMFL KGANL KGABAL KGO uevelop 5'./'0& %(2P19' * descrlpLlon of Lyplcal cusLomer ln each segmenL . so lL can be evaluaLed and elLher be LargeLed or re[ecLed lramework for CreaLlng 8lch SegmenL roflles (llgure 3.3) 1) Who ls ln Lhe segmenL (uslng demographlcs, psychographlcs, geographlc varlables) 2) WhaL people or orgs ln Lhls segmenL wanL (beneflLs, feaLures, aLLrlbuLes) and why (needs, moLlvaLlons) 3) When and where Lhey expecL Lo buy and use Lhe producL 4) Pow Lhey Lyplcally buy Lhe producL (such as purchase declslon process, lnfluences, sources of lnfo, medla preferences) 3) Pow Lhey Lyplcally use Lhe producL (consumpLlon behavlour) -Also lncluded: Slze esLlmaLe of segmenL, expecLed growLh raLe -+$(,'& %2&'0&1$9 * used Lo esLlmaLe slze, growLh of segmenL, maxlmum demand expecLed among consumers ln segmenL -CreaLed based on experlence, [udgmenL, and markeL research/analyLlcal Lools Lo verlfy proflle assumpLlons -roflles for selecLed segmenLs developed ln much more deLall and basls for markeLlng mlx declslons
)? +$(,'& F$(.'&10. M? AQMEIMFA -AH+ANF MFFBM"F:QANA--R -:SAL HB6KFGR -FBMFAH:" D:FL "6+4AF:F:QA 6B "6+4MBMF:QA M@QMNMFMHAR EAQAE 6D "6+4AF:F:6NR @ADAN@M>:E:FO -1he consumer or cusLomer group(s) selecLed are Lhe flrm's &$(.'& /$(,'&C5? * group LhaL a markeLlng orgs focuses on when developlng markeLlng programs >? @A":@A KG:"G 6NAC-? F6 FMBHAF 3 CrlLerla for chooslng LargeL markeL segmenLs (llgure 3.6): 1. SegmenL Slze & CrowLh 2. LxLernal LnvlronmenL 3. lnLernal LnvlronmenL
1argeLlng SLraLegy T? I031PP'('0&1$&'3 C/$55? &$(.'&10. 5&($&'.< * appeallng Lo broad specLrum of people (Wal-MarL) -LfflclenL, slnce producLlon, research, promoLlon cosLs beneflL from economles of scale - cheaper Lo develop 1 producL/adverLlslng campalgn Lhan Lo choose several LargeLs & creaLe separaLe producLs or messages for each -Company musL be wllllng Lo beL LhaL same producL/msg wlll appeal Lo many cusLomers -Companles wlLh new-Lo-Lhe-world lnnovaLlons pracLlce undlfferenLlaLed LargeLlng, however segmenLs ln Lhese markeLs qulckly develop and company changes Lo dlfferenLlaLed
U? @1PP'('0&1$&'3 &$(.'&10. 5&($&'.< * developlng 1 or more producLs for each of several dlsLlncL cusLomer groups and maklng sure Lhese offerlngs are kepL separaLe ln markeLplace -L.g.: L'Creal: Cffer several producL llnes aL dlff prlces - LargeLs luxury markeL and less expenslve offerlngs -L.g.: &C laundry deLergenLs focus on dlff laundry deLergenL segmenLs
Mk1C 2030: Chapter 3 - Market Segmentat|on and os|t|on|ng
"#$% & '( ) 3) Concentrated target|ng strategy - focuslng flrm's efforLs on offerlng 1 or more producLs Lo slngle segmenL -CfLen useful for smaller flrms LhaL don'L have Lhe resources or deslre Lo be all Lhlngs Lo all people -L.g. - Pard Candy markeLs llne of nallpollsh, and oLher producLs Lo 20-someLhlng women N|che market|ng - Lype of concenLraLed LargeLlng sLraLegy where markeL segmenL chosen ls relaLlvely small -Allows many compeLlLors Lo each make unlque appeals & be producL of cholce for some group of consumers
4) Custom market|ng strategy aka mlcro-markeLlng sLraLegy - approach LhaL Lallors speclflc producLs and Lhe messages abouL Lhem Lo lndlvldual cusLomers or locaLlons -CfLen used ln buslness markeLs by companles (8ombardler) Lo make sure lndlvldual needs of lLs few cusLomers who spend a loL of $ are meL -ln consumer markeLs: level of concenLraLlon ln personal/professlonal servlces (docLors, lawyers, halr sLyllsLs) -ln mosL consumer markeLs: nelLher pracLlcal, posslble when producLs are mass-produced -Advances ln Lechnology, emphasls on bulldlng relaLlons wlLh cusLomers enabled mass custom|zat|on - approach LhaL modlfles a baslc producL/servlce Lo meeL Lhe needs of an lndlvldual (uell CompuLers, nlke Lo cusLomlze order onllne)
4) Market os|t|on|ng DLCIDL nCW CU WAN1 1C CCML1L, 8L DIIILkLN1IA1LD, AND 8L kNCWN ICk VALUL CkLA1ICN IN 1nL MINDS CI CCNSUMLkS os|t|on|ng - developlng markeLlng sLraLegy Lo dlfferenLlaLe a flrm from lLs compeLlLors ln Lhe mlnds of LargeL consumers or cusLomers 8rand concept - how Lhe markeLer wanLs Lhe brand Lo be poslLloned - how lL wanLs Lo be known by lLs LargeL markeL as belng dlfferenL from, and beLLer Lhan lLs compeLlLors (L.g. - WesL !eL - wanLs Lo be known as brand LhaL provldes besL value) 8rand |mage - how consumers percelve Lhe poslLlonlng of Lhe brand
CSl1lCnlnC S18A1LClLS (see pg84 for examples) 1. roduct Leadersh|p - compeLlng by conLlnuously brlnglng lnnovaLlve and useful new producLs or Lechnologles Lo markeL (Apple, nlke) oslLlonlng focused on: CuallLy, 8ellablllLy/uurablllLy, key feaLures/aLLrlbuLes, lnnovaLlon, erformance, CuLcomes 2. Customer Int|macy (mlcro-markeLlng) - creaLlng Lallored soluLlons for narrowly deflned markeL segmenLs (krafL MarrloLL) - provlde superlor cusLomer experlences and/or personallzed/cusLomlzed lnLeracLlons oslLlonlng focused on: Sensory experlence, LxclLemenL, AdvenLure, lun or leasure, LmoLlon, Soclal value, 8esponslveness, SafeLy or securlLy, novelLy, knowledge or fanLasy 3. Cperat|ona| Lxce||ence - focused on cosL effecLlveness, efflclency, cusLomer convenlence (Zellers, WesL!eL, lkLA) lower cosLs/prlces whlle maklng lL more convenlenL Lo do so oslLlonlng focused on: rlce, value, Convenlence ersonal lnvesLmenL, 8lsk 4. Symbo||c-express|ve va|ue - dlfferenLlaLlng by psychologlcal meanlng assoclaLed wlLh lL oslLlonlng focused on: Self ldenLlLy/concepL/worLh, ersonal meanlng, Self-expresslon, Soclal-meanlng C1PL8: roducL class, compeLlLlon, occaslons, users
"#$% & '( ) ueveloplng oslLlonlng SLraLegles -Companles focus on dlfferenLlaLlng Lhemselves on only a few dlmenslons Lo make lL easler for consumers Lo learn Lhe lnLended brand concepL -oslLlonlng sLraLegles chosen based on lnLernal envlronmenL facLors (sLrengLhs compeLencles, resources, culLure) and exLernal envlronmenL facLors (consumer behavolur, sLrengLh & poslLlonlng of compeLlLlve brands) (1able 3.1)
4 SLeps Lo developlng poslLlonlng sLraLegles -&'% 67 80$9:;' "2/%'&1&2(5< 4251&1205 -undersLand how compeLlLors are percelved by LargeL markeL, wheLher Lhere are oLher producL/servlces LhaL provlde Lhe same beneflLs LhaL ppl ln segmenL are seeklng -&'% =7 >3'0&1?: -@5&$10$A9' "2/%'&1&1B' 83B$0&$.' 1 sL elemenL: wheLher orgs can creaLe and communlcaLe Lhe value proposlLlon suggesLed by lLs deslred poslLlonlng 2 nd elemenL: wheLher Lhe poslLlonlng sLraLegy can be defended agalnsL compeLlLors 3 ways Lo defend a poslLlonlng sLraLegy 1. ConLlnuously lnnovaLe Lo keep ahead of compeLlLors (producL leadershlp sLraLegy) 2. Plde ln a small enough nlche markeL LhaL compeLlLors are noL llkely Lo enLer 3. roLecL currenL source(s) of compeLlLlve advanLage by erecLlng barrlers Lo compeLlLlon 8arrlers Lo CompeLlLlon MarkeLlng experLlse - proLecL cusLomer lnLlmacy poslLlonlng by belng closer/undersLandlng of cusLomer needs/wanLs, behavlours, flexlble, responslve CusLomer loyalLy - proLecLed by malnLalnlng hlgh levels of cusLomer saLlsfacLlons MonopollzaLlon of scarce resource roprleLary Lechnology - paLenLs, copyrlghLs LhaL proLecL lnLellecLual properLy can proLecL CulLure-based experLlse - proLecL by culLure dlfflculL Lo emulaLe LeglslaLlon or regulaLory approval CaplLal requlremenLs -&'% )7 >/%9'/'0& &#' 4251&12010. -&($&'.: C1&# +$(,'&10. +1D E'F151205 -1he success of a LargeL markeLlng sLraLegy hlnges on markeLer's ablllLy Lo ldenLlfy and selecL approprlaLe markeL segmenL(s). 1hen, markeLer musL devlse a markeLlng mlx LhaL wlll effecLlvely LargeL segmenL's members, by poslLlonlng Lhe producL Lo appeal Lo segmenL ! MarkeLlng segmenLaLlon, poslLlonlng 2 mosL lmporLanL concepLs 4 poslLlonlng challenges: 1) vague poslLlonlng, do noL clearly arLlculaLe Lhelr maln polnL(s) of dlfferenLlaLlon 2) Confused poslLlonlng, poslLlonlng sLraLegy keeps changlng maklng lL dlfflculL Lo undersLand brand meanlng 3) Cff-LargeL poslLlonlng, do noL dlfferenLlaLe Lhemselves on dlmenslons lmporLanL Lo consumers/cusLomers 4) Cver poslLlonlng, poslLlon Lhemselves Loo narrowly, elLher appeallng Lo Loo small a markeL segmenL or belng unable Lo change or adapL poslLlonlng wlLh changlng markeLs -&'% G7 HB$9@$&' &#' I$(.'& +$(,'&<5 J'5%205' $03 +231?: &#' -&($&'.: -1argeL markeL process - ongolng -MarkeLers: MonlLor changes of needs/wanLs of ppl ln chosen segmenLs and ad[usL poslLlonlng sLraLegles when necessary J'%251&12010. * redolng a producL's poslLlon Lo respond Lo markeLplace changes
"#$% & '( & 6(10.10. $ 4(2378& &2 91:'; <#' 6($03 4'(520$=1&> oslLlonlng sLraLegy ofLen Lrles Lo creaLe a ?($03 %'(520$=1&> for producL/servlce - dlsLlncLlve lmage LhaL capLures lLs characLer and beneflLs
4'(8'%&7$= $03 4251&12010. +$%%10. MarkeLers consLrucL %'(8'%&7$= /$% * plcLure of where producLs or brands are locaLed" ln consumers' mlnds -L.g. - Women's magazlnes - servlce orlenLed" fashlon forward" upscale" (older, esLabllshed) downscale (llgure 3.7) -CLher dlmenslons: CosL (hlgh/low), age approprlaLeness (young/old), sex approprlaLeness (malnly for men/women), conLenL (serous/frlvolous) -unserved areas on map - unserved segmenL, poLenLlal opporLunlLy C8 poslLlonlng LhaL ls noL ln demand by a segmenL of cusLomers 4251&12010. /$% * slmllar Lo percepLual, excepL may lnclude facLual as well as percepLual lnfo -lacLual lnfo - markeLers can lllusLraLe how brands compeLe ln markeLplace Mk1C 2030: Chapter 7 - roduct Strategy
"#$% & '( ) NC1L: S||des and textbook d|fferent (s||des w|th more concepts)
Layers of roduct Concept Good - Langlble producLs we see, Louch, smell, hear, LasLe // vs. lnLanglble producLs - servlces, ldea, ppl, places roducL - everyLhlng LhaL cusLomer recelves ln an exchange 4 layers: l) Core producL - producL feaLures/aLLrlbuLes (e.g. - soap wlLh molsLurlzlng cream) ll) luncLlonal producL - how producL performs/funcLlons (e.g. - ease of appllcaLlon) lll) AugmenLed producL - augmenLaLlons (addlLlons) markeLer aLLaches Lo baslc producL L.g. - packaglng, logo, brand name, cusLomer saLlsfacLlon guaranLees lv) oLenLlal producL - soluLlon cusLomer geLs from offerlng (e.g. - consumer looks younger) "#$%&'()% *&+ ,)#-&./ 0#) *($(01/%2 $#/ 0(3/&)(%
1he Goods-Serv|ce Cont|nuum MosL producLs: comblnaLlon of goods/servlces L.g.: ure good (car has servlce componenLs, malnLenance), pure servlce (makeover has good componenLs, loLlons, makeup) Coods-servlce conLlnuum - shows some producLs are domlnaLed by elLher Langlble or lnLanglble characLerlsLlcs 1anglble: LlLLle emphasls on servlce, more on physlcal producL lnLanglble: LlLLle emphasls on physlcal producL, more on servlce 1. Cood-domlnaLed producL - Langlble end of conLlnuum Lmbody|ng - lncluslon of a servlce wlLh a purchase of a physlcal good 2. LqulpmenL-or faclllLy-drlven servlces - mlddle of conLlnnum, boLh Langlble and lnLanglble -8ely on expenslve equlpmenL/faclllLles and skllled personnel Lo dellver a producL (e.g. - auLomaLlc car washes, amusemenL parks, LheaLres) 3 facLors: CperaLlonal, locaLlon, envlronmenLal 3. eople-based servlces - lnLanglble end of conLlnuum
Serv|ces vs. Goods Serv|ces - lnLanglble producLs LhaL are exchanged dlrecLly from producer Lo cusLomer 4 CharacLerlsLlcs: 1. lnLanglblllLy - cannoL see, Louch, smell 2. erlshablllLy - cannoL sLore Capac|ty management - process by whlch orgs ad[usL Lhelr servlces ln an aLLempL Lo maLch demand (Skl resorLs offer mounLaln blklng ln summer) 3. varlablllLy - lnevlLable dlfferences ln servlce provlder's performances from one day Lo nexL 4. lnseparablllLy - can Lake place only aL Llme servlce provlder performs an acL on elLher Lhe cusLomer or cusLomer's possesslon Serv|ce encounter - acLual lnLeracLlon beLween cusLomer and servlce provlder D|s|ntermed|at|on - process of ellmlnaLlng lnLeracLlon beLween cusLomers and servlce provlders Lo mlnlmlze poLenLlal negaLlve effecLs of bad servlce encounLers
"#$% & '( ) nASL 2: LANNING AND DLVLLCMLN1 l) 8egln commerclal developmenL - develop markeLlng plan ll) 8egln Lechnlcal developmenL - deslgn producL and manufacLurlng and producLlon process nASL 3: 1LS1 AND IMkCVL l) 1esL compleLe markeLlng plan - develop evldence of poLenLlal success ln Lhe real markeL 1est market|ng - LesLlng compleLe markeLlng plan ln small geographlc area slmllar Lo larger markeL flrm hopes Lo enLer ro: Cfferlng a new producL ln a llmlLed area of Lhe markeL, markeLers can evaluaLe and lmprove Lhe markeLlng program Con: Lxpenslve SlmulaLed LesL markeLs (alLernaLlve Lo LesL markeLlng) - lmlLaLe lnLro of producL lnLo markeLplace uslng compuLer sofLware, LesL lmpacL of prlce cuLs, new packaglng eLc. ll) MarkeLlng mlx ad[usLmenLs - make lmprovemenLs ln markeLlng mlx as needed lll) roducL launch - lmplemenL full-scale markeLlng plan, full-scale producLlon, dlsLrlbuLlon, adverLlslng, sales promoLlon
Understand|ng Importance of Innovat|ons Innovat|on - producL LhaL consumers percelve Lo be new and dlfferenL from exlsLlng producLs undersLandlng lnnovaLlons crlLlcal Lo success of flrms because... 1. 1echnology ls advanclng aL a fasL-pace 2. Plgh developmenL cosL and hlgher lf fall 3. lmporLanL conLrlbuLlon Lo socleLy
3 CaLegorles of lnnovaLlons 1. Cont|nuous |nnovat|on - modlflcaLlon of an exlsLlng producL LhaL seLs one brand aparL from lLs compeLlLors -Consumer doesn'L have Lo learn anyLhlng new Lo use lnnovaLlon, easler Lo convlnce consumers Lo adopL knock-off - new producL LhaL coples wlLh sllghL modlflcaLlon Lhe deslgn of orlglnal producL 2. Dynam|ca||y cont|nuous |nnovat|on - a change ln exlsLlng producL LhaL requlres a moderaLe amounL of learnlng or behavlour change 3. D|scont|nuous |nnovat|on - LoLally new producL LhaL creaLes ma[or changes ln Lhe way we llve -Consumers musL engage ln greaL amounL of learnlng as no slmllar producL has ever been on markeL -L.g. - alrplane, car, Lelevlslon
Adopt|on and D|ffus|on rocesses roduct adopt|on - process by whlch a consumer or buslness cusLomer beglns Lo buy and use a new good, servlce or ldea D|ffus|on - process by whlch use of producL spreads LhroughouL populaLlon
6 SLages ln a cusLomer's AuC1lCn of new producL S1AGL 1: AWAkLNLSS - learnlng lnnovaLlon exlsLs S1AGL 2: IN1LkLS1 - prospecLlve adopLer sees how new producL could saLlsfy need S1AGL 3: LVALUA1ICN - prospecL welghs cosLs and beneflLs of new producL S1AGL 4: 1kIAL - poLenLlal adopLers wlll acLually experlence or use producL S1AGL S: ADC1ICN - prospecL chooses producL S1AGL 6: CCNIIkMA1ICN - cusLomer welghs expecLed vs. acLual beneflLs and cosLs
Mk1C 2030: "#$%&'( ) * +(,-./& 0&($&'12
"#$% & '( & 3#' 4566.75,8 ,6 988,:$&,(7 3 AdapLor CaLegorles ;< 988,:$&,(7 * advenLurous and wlllng Lo Lake rlsks wlLh new producLs =< >$(?2 $-,%&'(7 * adopL lnnovaLlon early ln dlffuslon process buL laLer Lhan lnnovaLors @< >$(?2 A$B,(5&2 * Lhose whose adopLlon of new producL slgnals general accepLance of lnnovaLlon C< D$&' A$B,(5&2 * adopLers who are wllllng Lo Lry new producLs when Lhere ls llLLle or no rlsk, when economlc necesslLy or when soclal pressure Lo purchase E< D$11$(-7 * lasL consumers Lo adopL lnnovaLlon -MarkeLers undersLand caLegorles Lo beLLer able Lo develop sLraLegles Lo speed dlffuslon or wldespread use or producLs
3 roducL facLors affecLlng raLe of adopLlon (8arrlers Lo adopLlon & dlffuslon) 1. 8elaLlve advanLage - degree Lo whlch consumer percelves new producL provldes superlor beneflLs 2. CompaLlblllLy - exLenL Lo whlch new producL ls conslsLenL wlLh exlsLlng culLural values, cusLoms, pracLlces 3. ComplexlLy - degree Lo whlch consumers flnd new producL or lLs use dlfflculL Lo undersLand 4. 1rlablllLy - ease of sampllng a new producL and lLs beneflLs 3. CbservablllLy - how vlslble new producL and lLs beneflLs are Lo oLhers who mlghL adopL lL
F(1$85G$&5,8$? 4566'('8/'7 H66'/& H-,%&5,8 8uslnesses also dlffer ln eagerness Lo adopL new producLs -?ounger companles Lend Lo welcome producL lnnovaLlons 8uslness-Lo-buslness producLs can also possess characLerlsLlcs LhaL wlll lncrease llkellhood of adopLlon -Llkely Lo adopL lf lncrease proflL, lower cosL Mk1C 2030: "#$%&'( ) * +(,-./& 0$1$2'3'1&
"#$% & '( ) 45612 +(,-./& 789'/&6:'5 &, ;'/6-' ,1 $ +(,-./& <&($&'2= roducL ob[ecLlves should supporL broader markeLlng ob[ecLlves of Lhe buslness unlL ln addlLlon Lo supporLlng Lhe overall mlsslon of Lhe flrm !"" $%&'(" )*+ - A producL-markeL grld Lo gulde producL declslons
Cb[ecLlves and SLraLegles for: a) lndlvldual . C8 b) MulLlple producLs +(,-./& >61' sLraLegy * flrm's LoLal producL offerlng deslgned Lo saLlsfy a slngle need or deslre of LargeL cusLomers lull llne sLraLegy - large # of varlaLlons ln producL llne LlmlLed-llne sLraLegy - small # of producL varlaLlons upward llne sLreLch - adds new lLems aL hlgher end (quallLy, prlce, feaLures) uownward llne sLreLch - adds lLems aL lower end 1wo-way sLreLch - addlng lLems aL boLh upper and lower ends lllllng-ouL sLraLegy - addlng slzes or sLyles noL prevlously avallable ln producL caLegory ConLracL producL llne - when lLems noL proflLable uanger of /$1168$>6?$&6,1 * loss of sales of exlsLlng producL when new lLem ln producL llne/famlly lnLroduced +(,-./& 36@ sLraLegy - LoLal seL of all producLs a flrm offers for sale (wldLh of producL llnes)
+(,-./& A6B' "=/>' !"" $%&'(" )*, - MarkeLlng sLraLegles Lhrough Lhe producL llfe cycle +(,-./& >6B' /=/>' * concepL LhaL explalns how producLs go Lhrough 4 dlsLlncL sLages from blrLh Lo deaLh <CDEF GH IJCK7;4"CI7J -Coal: geL 1 sL Llme buyers Lo Lry producL -Sales: lncrease aL a sLeady buL slow pace, rofLs: negaLlve -rlclng: hlgh - recover 8&u cusLomers. Low - aLLracL large #s of cusLomers -MarkeLlng communlcaLlons: lnformlng cusLomers uuraLlon of sLage: depends on markeLplace accepLance, producer wllllngness Lo supporL producL durlng sLarL-up
<CDEF LH EK7MCN -Coal: encourage brand loyalLy by convlnclng markeL brand ls superlor Lo oLhers ln caLegory -Sales: rapld lncrease, roflLs: lncrease & peak -rlclng: may need Lo reduce b/c of lncrease compeLlLlon -MarkeLlng communlcaLlons: heavy adverLlslng Lo counLer new compeLlLlon
<CDEF OH 0DC4KICP -Coal: ALLracL new users -Sales: eak, Lhe level off, decllne, roflL marglns narrow -MarkeLlng communlcaLlons: remlnder adverLlslng -1o remaln compeLlLlve and malnLaln markeLlng share - ad[usL markeLlng mlx, come ouL wlLh new feaLures, eLc. C8 aLLracL new users uuraLlon usually longesL
<CDEF QH ;F"AIJF -Coal: 8emaln proflLable, declde wheLher Lo keep or phase producL ouL -Sales: ConLlnue Lo decllne, roflL: uecllnlng -MarkeLlng communlcaLlons: uecreased Lo malnLaln proflLablllLy Causes: new Lechnology makes producL obsoleLe, eLc. Ma[or producL declslon: wheLher Lo keep producL ln markeL (cuLLlng producLlon C8 drop producL lmmedlaLely)
Mk1C 2030: "#$%&'( ) * +(,-./& 0$1$2'3'1&
"#$% & '( & "('$&412 +(,-./& 5-'1&4&67 8($1-412 9'/4:4,1: 8($1- * name, Lerm, symbol or any oLher unlque elemenL of a producL, whlch ldenLlfles one flrm's producL(s) and seLs Lhem aparL from Lhe compeLlLlon 4 Lasy 1esLs" Lo chooslng a brand name, brand mark or Lrade characLer Lasy Lo say, easy Lo spell, easy Lo read, easy Lo remember llL LargeL markeL, flL producL's beneflLs, flL cusLomer's culLure, flL legal requlremenLs Craphlcs: recognlzable and memorable
;($-'3$(< * legal Lerm for brand name brand mark or Lrade characLer, legally reglsLered by governmenL obLalns proLecLlon for excluslve use ln LhaL counLry
;#' 53%,(&$1/' ,= 8($1-412 8($1- '>.4&6 * value of brand Lo lLs orgs, means LhaL brand has hlgh cusLomer loyalLy, percelve quallLy and brand name awareness -rovldes compeLlLlve advanLage, capLure and hold onLo markeL share -8 facLors make brand successful: excels aL dellverlng beneflLs, sLays relevanL, prlclng sLraLegy reflecLs consumer percepLlons of value, properly poslLloned, conslsLenL, brand porLfollo and hlerarchy make sense, makes use of markeLlng acLlvlLles, brand manager undersLand whaL brand means Lo cusLomers 8($1- '?&'1:4,1 * a new producL sold wlLh Lhe same brand name as a sLrong exlsLlng brand
8($1-412 @&($&'24': 1. lndlvldual brands vs. lamlly brands -lndlvldual brand - separaLe, unlque brand for each producL lLem A$34B6 C($1- * umbrella brand sLraLegy, group of lndlvldual producLs share 2. naLlonal and sLore brands D$&4,1$B ,( 3$1.=$/&.('( C($1-: * brands LhaL manufacLurer of producL owns @&,(' ,( %(4E$&'FB$C'B C($1-: * brands LhaL are owned and sod by speclflc reLaller or dlsLrlbuLor (e.g. - C) 3. Llcenslng G4/'1:412 * agreemenL ln whlch one flrm sells anoLher flrm Lhe rlghL Lo use a brand name for a speclflc purpose and for a speclflc perlod of Llme -rovldes lnsLanL recognlLlon and consumer lnLeresL, or lmporLanL Lo poslLlonlng producL for cerLaln LargeL markeL L.g. - ulsney llcensed merchandlse aL Mcuonald's 4. Co-brandlng ",FC($1-412 * agreemenL beLween 2 brands Lo work LogeLher ln markeLlng new or exlsLlng producLs L.g. - Mcuonald's lnslde Wal-MarL//SLarbucks lnslde ChapLers ! beneflLs boLh parLners
H(2$14I412 =,( J=='/&4E' +(,-./& 0$1$2'3'1& ManagemenL of LxlsLlng roducLs 8($1- 3$1$2'( * responslble for developlng and lmplemenLlng markeLlng plan for slngle brand +(,-./& /$&'2,(6 3$1$2'( * responslble for developlng and lmplemenLlng markeLlng plan for all of brands and producLs wlLhln producL caLegory 0$(<'& 3$1$2'( * responslble for developlng and lmplemenLlng markeLlng plan for producLs sold Lo speclflc cusLomer group -useful for flrms LhaL offer varleLy of producLs servlng needs of wlde range of cusLomers
Crganlzlng for new roducL uevelopmenL K'1&.(' &'$3: * groups of ppl wlLhln orgs who work LogeLher focuslng excluslvely on developmenL of new producL Mk1C 2030: "#$%&'( ) * +(,-,./ 0&($&'/1
"#$% & '( ) 23.'&$(1 $.4 53.673.'&$(1 +(,-'8 +(,-' * value cusLomers glve up/exchange Lo obLaln producL 9$(&'(,./ * exchange g/s for anoLher g/s Consumers conslder non-moneLary cosLs: :%'($&,./ -38&8 * cosLs lnvolved ln uslng producL 0;,&-#,./ -38&8 * cosLs lnvolved ln movlng from one brand Lo anoLher :%%3(&<.,&1 -38& * value of someLhlng LhaL ls glven up Lo obLaln someLhlng else
MarkeLer's vlew of CosLs 1oLal cosLs = =,>'4 -38&8 + ?$(,$@A' -38&8 (vary wlLh producLlon volume) "3.&(,@<&,3. 7$(/,./unlL (CM/unlL) = 8 - vC B3&$A -3.&(,@<&,3. 2$(/,. C CM * unlLs sold neL proflL before Laxes = 1oLal conLrlbuLlon Margln - lC B3&$A <.,& -38& = varlable cosL + average flxed cosLs per unlL 9('$D6'E'. $.$A18,8 * meLhod for deLermlnlng sales volume aL glven prlce Lo cover cosLs, proflL = 0 9F+ (unlLs) = lC/CM per unlL 9F+ (dollars) = lC/CM8
0BF+ GH I'E'A3%,./ +(,-,./ :@J'-&,E'8 6 rlclng Cb[ecLlves: GK +(3L,& :@J'-&,E'8 3 maln ob[ecLlves: l) Maxlmlzlng proflLs ll) Achlevlng a LargeL level of proflL growLh lll) Achlevlng deslred neL proflL margln (or a LargeL reLurn on lnvesLmenL) -roflL crlLlcal Lo: !"# %&'#()*+ - essenLlal Lo recover lnvesLmenL durlng shorL markeL llfe ll) lll) use break-even analysls Lo seL speclflc prlce ob[ecLlves. Lxpressed as unlLs or of sales 2$(/,.$A $.$A18,8 * demand ls forecasLed aL dlff prlce levels and proflL expecLed ln each prlce-demand scenarlos ls calculaLed MK 0$A'8N2$(D'& 0#$(' :@J'-&,E'8 -lnvolves seLLlng prlces aL a level LhaL wlll maxlmlze sales, or aLLaln deslred level of sales or markeL share OK "37%'&,&,E' FLL'-& :@J'-&,E'8 -lnLended Lo have a cerLaln effecL on markeLlng efforLs of compeLlLlon (e.g. - prlce sLablllLy beLween gas sLaLlons) PK "<8&37'( 0$&,8L$-&,3. Q$.4 ('&'.&,3.K :@J'-&,E'8 RK S7$/' F.#$.-'7'.& Q+38,&,3.,./K :@J'-&,E'8 * when flrms recognlze LhaL consumers ofLen use prlce Lo make lnferences abouL quallLy of producL. lmporLanL for ,(-(&. /''#+. TK =A'>,@,A,&1 3L +(,-' :@J'-&,E'8 * e.g. - markeL condlLlons
0BF+ MH +(,-,./ 0&($&'/,'8 GK rlclng SLraLegles Lo achleve +(3L,& :@J'-&,E'8 UK "38&6@$8'4 %(,-,./ 8&($&'/,'8 $K "38&6@$8'4 %(,-,./ 8&($&'/1 * assoclaLed wlLh LargeL proflL/reLurn ob[ecLlves. Lnsurlng prlce covers cosLs. urawbacks: noL conslder LargeL markeL naLure, demand, compeLlLlon, producL llfe cycle, lmage. @K "38&6%A<8 %(,-,./ * mosL common cosL-based approach, seller LoLals all cosLs for producL, Lhen adds amounL Lo cover deslred proflL SLep 1: CalculaLe unlL cosLs SLep 2: CalculaLe markup on cosL 0122 %/ 345 6'& )",)(,"*7'89 -K +(,-'6LA33( %(,-,./ * meLhod for calculaLlng prlce ln whlch, Lo malnLaln full planL operaLlng capaclLy, a porLlon of a flrm's ouLpuL may be sold aL a prlce LhaL covers only marglnal cosLs of producLlon
9K I'7$.46@$8'4 %(,-,./ 6 bases selllng prlce on an esLlmaLe of Lhe volume a flrm can sell aL dlfferenL prlces I'7$.4 -<(E' * ploL of quanLlLy of producL cusLomers wlll buy aL varlous prlces. normal producLs - prlce decrease, quanLlLy sold lncrease vS. resLlge producLs - prlce lncrease, quanLlLy sold lncrease. Mk1C 2030: Chapter 9 - r|c|ng Strategy
"#$% & '( ) b) 1arget cost|ng - process where flrm deLermlnes prlce cusLomers wllllng Lo buy producL, work backwards Lo deslgn producL Lo produce/sell aL proflL, producL prlce Lled Lo deslgn -use markeLlng research Lo ldenLlfy quallLy/funcLlonallLy Lo saLlsfy cusLomers, requlred marglns, Lhen calculaLe totqet cost (max lL cosLs flrm Lo manufacLure Lhe producL) c) |e|d-management pr|c|ng - flrms charge dlfferenL prlces Lo dlfferenL cusLomers ln order Lo manage capaclLy whlle maxlmlzlng revenues. used by alrllnes, hoLels, crulse llnes. -CusLomer prlce senslLlvlLy used Lo caLegorlze cusLomers -Slmllar Lo ptlce Jlsctlmlootloo sttoteqy - dlff segmenLs LargeLed for dlff prlclng levels d) Var|ab|e (custom) pr|c|ng - flexlble prlclng sLraLegy reflecLs whaL cusLomers wllllng Lo pay, reflecLs varlablllLy ln markeL demand. ltoflt-otleoteJ sttoteqy, ensures producLs sold aL hlghesL prlce cusLomer wllllng Lo pay. costomet sotlsfoctloo-boseJ sttoteqy, ensures cusLomers geL besL deal" able Lo negoLlaLe. e) Sk|mm|ng pr|c|ng - charglng a hlgh, premlum prlce for new producL, expecLlng demand from Lop spendlng, leasL senslLlve LargeL markeL. Successful when small amL of compeLlLors.
C) Lxper|ence-based pr|c|ng strateg|es a) Lxper|menta| pr|c|ng (aka Lrlal-and-error-prlclng) - sLraLegy of experlmenLlng wlLh prlces unLll prlce generaLlng hlghesL proflL found. CfLen used: MarkeL pre-LesLs & by reLallers b) Iudgment - drawlng on pasL experlence/markeL undersLandlng ln seLLlng prlces
2) Market Share rlclng SLraLegles a) Va|ue pr|c|ng (everyday |ow pr|c|ng, LDL) - seLLlng prlces LhaL provlde ulLlmaLe value (geLLlng more for Lhelr money") Lo cusLomers, cusLomer saLlsfacLlon (e.g. - WalmarL, WesL!eL) b) Irequent d|scount|ng - uslng sales, coupons, oLher dlscounLs Lo sLlmulaLe sales. urawback - consumers walL for sales prlce Lo purchase. (e.g. - luLure Shop) c) enetrat|on pr|c|ng - opposlLe of sklmmlng prlclng, new producL prlced very low, encouraglng purchases. AdvanLage - acLs as a barrler Lo enLry Lo poLenLlal compeLlLors. llooeetloq btooJ ofLen able Lo malnLaln domlnanL markeL share. d) 1r|a| pr|c|ng - new producL prlced low for llmlLed Llme Lo lower rlsk for cusLomer, ob[ecLlve: wln cusLomer accepLance flrsL, proflLs laLer.
3) Compet|t|ve Lffect rlclng SLraLegles, based on compeLlLlon a) r|ce |eadersh|p (fo||ower) - lndusLry leader or flrm LhaL follows lndusLry leader by seLLlng same or slmllar prlces. used when ollgopoly (few compeLlLors) exlsLs lotlty ptlcloq sttoteqy/ltlce flxloq - keeplng prlces abouL equal Lo compeLlLors' (gasollne) b) rem|um pr|c|ng - prlclng producLs hlgher Lhan compeLlLlon, reflecLs quallLy producL, helps achleve compeLlLlve effecL of markeL leadershlp and prlce sLablllLy (Coca-Cola) c) Umbre||a pr|c|ng - opposlLe of premlum prlclng, prlclng below compeLlLlon d) r|c|ng bund||ng - selllng 2 or more goods/servlces as a slngle package for one prlce, achleves cusLomer saLlsfacLlon ob[ecLlves
4) rlclng SLraLegles Lo achleve Customer Sat|sfact|on Cb[ect|ves 4 prlclng sLraLegles: 1. varlable prlclng 2. value prlclng 3. rlce bundllng 4 . Cost of ownersh|p - sLraLegy LhaL conslders Lhe llfeLlme cosL of sung producL
S) rlclng SLraLegles Lo achleve Image Lnhancement (os|t|on|ng) Cb[ect|ves 3 prlclng sLraLegles: 1. value prlclng 2. remlum prlclng 3. rest|ge pr|c|ng - prlces seL slgnlflcanLly hlgher Lhan compeLlLors, sLaLus symbols -xcloslve posltlooloq sttoteqy - only wealLhy/prlvlleged can purchase brand Mk1C 2030: Chapter 9 - r|c|ng Strategy
"#$% & '( ) S1L 3: r|ce o|nts & 1act|cs , SeL prlces by applylng prlclng LacLlcs rlce seLLlng: ln pracLlce, seL ln range deLermlned by producLs a) coLs b) wllllng Lo pay c) compeLlng/subsLlLuLes
S r|c|ng 1act|cs 1) r|c|ng for Ind|v|dua| roducts a) 1wo-part pr|c|ng - offerlng 2 separaLe Lypes of paymenLs Lo purchase producL (Cell phone provlders, MonLhly fee + per-mlnuLe usage raLe) b) ayment pr|c|ng - breaklng LoLal prlce lnLo smaller amounLs payable over Llme (Car)
2) r|c|ng for Mu|t|p|e roducts a) r|ce bund||ng - selllng 2 or more goods/servlces as a slngle package for one prlce b) Capt|ve pr|c|ng - prlclng Lwo producLs LhaL work only when used LogeLher (8azors)
3) Geograph|c r|c|ng a) I.C.8. (free on board) r|c|ng - l) f.o.b. or|g|n - cosL of LransporLlng producL from facLor Lo cusLomer ls responslblllLy of cusLomer, LlLle passes Lo buyer aL locaLlon ll) f.o.b. de||vered - seller pays boLh cosL of loadlng and LransporLlng Lo cusLomer, lncluded ln selllng prlce, LlLle passes Lo buyer when dellvered lll) f.o.b. factory fr|ght prepa|d - seller pays, LlLle passes Lo cusLomer from seller's locaLlon b) 2one pr|c|ng - dlsLanL cusLomers pay more Lhan cusLomers who are close Lo facLor, dlfferenL zone prlces c) Un|form de||vered pr|c|ng - sLandard shlpplng charge added Lo purchase prlce regardless of locaLlon (shopplng channel) d) Ire|ght absorpt|on pr|c|ng - seller absorbs Lhe LoLal cosL of shlpplng
4) sycho|og|ca| pr|c|ng a) Cdd (even) number pr|c|ng - psychologlcal response Lo odd prlces dlffers from even, odd superlor, even used for professlonal servlces, luxury lLems, concerL LlckeLs b) r|ce ||n|ng - seLLlng llmlLed # of dlff speclflc prlces, called prlce polnLs, for lLems ln a producL llne (compuLers)
S) r|ce D|scounts L|st pr|ce - prlce Lhe end cusLomer ls expecLed Lo pay, deLermlned by manufacLurer a) 1rade or funct|ona| d|scounts - dlscounLs off llsL prlce of producLs Lo members of Lhe channel of dlsLrlbuLlon, percenLage dlscounLs off llsL prlce for each channel level b) uant|ty d|scounts - aka reduced prlces, for purchases of larger quanLlLles Cumu|at|ve quant|ty d|scounts - dlscounLs based on LoLal quanLlLy boughL wlLhln speclfled Llme perlod (rebaLes, credlL) Non-cumu|at|ve quant|ty d|scounts - based on quanLlLy purchased ln lndlvldual orders c) Cash d|scounts - for paylng bllls qulckly d Seasona| d|scounts - prlce reducLlons offered durlng cerLaln Llmes of Lhe year
1erms & CondlLlons -MeLhods of paymenL, cash, credlL, deblL -Currencles wllllng Lo accepL
Mk1C 2030: "#$%&'( ) * +(,-,./ 0&($&'/1
"#$% & '( ) 023+ 45 67%8'7'.&$&,9.5 2'(7: ; "9.<,&,9.:= >'/$8 "9.:,<'($&,9.: -LeglslaLlon Lo proLecL consumers/buslnesses from predaLory rlvals -CompeLlLlon 8ureau: responslble for ensurlng Canadlan buslnesses adhere Lo federal laws Lo malnLaln falr compeLlLlon. CompeLlLlon acL, consumer packaglng/labellng acL, LexLlle labellng acL, preclous meLals marklng acL
?'-'%&,@' +(,-,./ +($-&,-': CompeLlLlon AcL: sellers cannoL make represenLaLlon Lo publlc LhaL ls false or mlsleadlng ln a maLerlal respecL A$,& $.< :B,&-# * lllegal markeLlng pracLlce where reLaller adverLlses lLem aL very low prlce - !"#$ - Lo lure cusLomers lnLo sLare, does noL have reasonable quanLlLles avallable, Lhen Lrles Lo geL cusLomers Lo buy dlfferenL, more expenslve lLem - %&#$'( *noL lllegal when rebaLe raln check offered -1radlng up" Lechnlque - encouraglng cusLomers Lo purchase hlgher-prlced lLem, accepLable Lechnlque -Selllng producL above adverLlsed prlce (clvll courL lssue) and double LlckeLlng Lo sell producL aL hlgher of Lwo prlces (crlmlnal offence)
+('<$&9(1 %(,-,./ * sLraLegy of selllng producLs aL unreasonably low prlces Lo drlve compeLlLors ouL of buslness, Lhen rlslng prlces, crlmlnal offence (under CompeLlLlon AcL), however, consldered normal compeLlLlon, dlfflculL Lo prove >9::C8'$<'( %(,-,./ C seLLlng prlces below cosL Lo aLLracL cusLomers lnLo sLore
+(,-' <,:-(,7,.$&,9. * lllegal pracLlce (under CompeLlLlon AcL) of offerlng same producL of llke quallLy and quanLlLy Lo dlff buslness cusLomers aL dlff prlces, Lhus lessenlng compeLlLlon, dlfflculL Lo prove -Cnly applles Lo goods, compeLlLlon purchasers noL end users or consumers -uoes noL apply Lo servlces and concesslons
+(,-' 7$,.&'.$.-' (aka prlce flxlng) - 2 or more flrms seL prlces aL cerLaln level Lo keep prlces hlgh, crlmlnal offence (under CompeLlLlon AcL) 2 1ypes of prlce malnLenance (flxlng) 1) PorlzonLal prlce flxlng - compeLlLors maklng same producL [olnLly deLermlne prlce Lo charge, keeps prlces hlgh by ellmlnaLlng compeLlLlon 2) verLlcal prlce flxlng - manufacLurers or wholesalers aLLempL Lo force reLallers Lo charge cerLaln prlce for Lhelr producL A,< (,//,./ * colluslon beLween suppllers respondlng Lo bld requesLs Lo lessen compeLlLlon and secure hlgher marglns, crlmlnal offence l.e. - suppllers agreelng Lo submlL Loken blds prlced Loo hlgh, absLalnlng from blddlng/wlLhdrawlng blds, pre- selecLed suppllers submlLLlng lowesL bld on sysLemaLlc basls, suppllers noL compeLlng ln deslgnaLed geographlc reglons or for speclflc cusLomers
023+ D5 E$F,./ +(,-,./ ?'-,:,9.: E$(F'&,./ E,G ?'-,:,9.: HI +(,-' $.< %(9<J-& - prlclng declslons affecLed by l) Cover cosLs of dolng buslness ll) Slgnals producL quallLy ll) roducL llfe cycle sLage - l.e. - +,-,.,/0 %1../#23 able Lo charge premlum prlce, as compeLlLors enLer, prlces lower KI +(,-' $.< <,:&(,LJ&,9. * prlclng declslons from vlewpolnL of each member of channel of dlsLrlbuLlon - manufacLurers, wholesalers, reLallers l) Successful ln reselllng producL Lo end cusLomers ll) E$(/,. - dlfference beLween cosL and selllng prlce - hlgh enough Lo cover cosLs lll) SelecL reLall channels LhaL maLch producL's prlce and lmage MI +(,-' $.< -977J.,-$&,9. * generaLe enough revenue Lo pay for adverLlslng & promoLlon !"#$ &'(') "#$%&'( ) * +(,-,./ 0&($&'/1
"#$% & '( & +(,-,./ 2,&# 34'-&(5.,- "566'(-' lnLerneL prlclng sLraLegles 71.$6,- +(,-,./ * prlclng sLraLegy where prlce can easlly be ad[usLed on lnLerneL Lo meeL changes ln markeLplace -CosLly for reLall sLores, need Lo change Lags, dlsplays, eLc.
8.4,.' 9:-&,5.; * e-commerce LhaL allows shoppers Lo purchase producLs Lhrough onllne blddlng (e8ay) -8everse-prlce aucLlons - buyers ask sellers Lo submlL quoLaLlons for a deslred producL, suppller wlLh lowesL bld wlns sale
+(,-' <,;-(,6,.$&,5. * markeLers classlfy cusLomers based on characLerlsLlc LhaL lndlcaLes whaL Lhey are wllllng Lo pay (movle LheaLres lower prlces Lo chlldren, magazlne offers college sLudenLs lower raLes). uownslde: when cusLomers paylng hlgher prlce flnd ouL, are noL happy.
"#$% & '( ) "#$,,'-. 56 73.&(381&35, -Cne of Lhe only 4 s for whlch Lhere ls an opporLunlLy for susLalnable compeLlLlve advanLage -L.g. - ChapLers, lndlgo place lmporLance on convenlence buylng -Channels - maklng goods and servlces avallable where and when cusLomers need and wanL Lhem
9#' :;%5(&$,<' 56 73.&(381&35,= >51 "$,?& 0'-- @#$& :.,?& 9#'('A @#$& 3. $ 73.&(381&35, "#$,,'-B "#$,,'- 56 /3.&(381&35, + serles of flrms/lndlvlduals LhaL faclllLaLes Lhe movemenL of a producL from Lhe producer Lo flnal cusLomer -AL mlnlmum, conslsL of a) producer (manufacLurer of good/servlce) b) cusLomer ! dlrecL channel (L.g. - buylng frulLs from farm, caLalogues, lnLerneL, facLory ouLleLs) "#$,,'- 3,&'(;'/3$(3'. + flrms or lndlvlduals LhaL help move a producL from producer Lo consumer or buslness user ! lndlrecL channel -L.g. - wholesalers, agenLs, brokers, reLallers
C1,<&35,. 56 73.&(381&35, "#$,,'-. Channel ob[ecLlves - Lo make a flrm's producLs avallable when, where and ln quanLlLles cusLomers wanL and need Lhem aL a mlnlmum cosL 1. rovlde uLlllLy: form, Llme, place, lnformaLlon, possesslon (ownershlp) 2. lncrease efflclency of flow of goods from producer Lo cusLomer -8educe # of LransacLlons, efflclenL channels: D1-E 8('$E3,4 + wholesalers/reLallers purchase large quanLlLles of goods from manufacLurers buL sell only one or few aL a Llme C8 <('$&3,4 $..5(&;',&. + provldlng a varleLy of producLs ln one locaLlon so cusLomers can buy dlff lLems from 1 seller -C$<3-3&$&3,4 61,<&35,. + funcLlons of channel lnLermedlarles LhaL make purchase process easler for cusLomers/manufacLurers, cusLomer servlces (credlL Lo buyers, refunds, repalr & malnLenance) -lnLernaLlonal dlsLrlbuLlon channels make global markeLlng easler
"5;%5.3&35, $,/ 0&(1<&1(' 56 "#$,,'-. 92%'. 56 @#5-'.$-3,4 :,&'(;'/3$(3'. !"## %&'(# )*+), %-.#/ 01 234#56#78&58#/9 @#5-'.$-3,4 3,&'(;'/3$(3'. + flrms LhaL handle flow of producLs from manufacLurer Lo reLaller or buslness user (consumer and 8-2-8 wholesallng lnLermedlarles)
)F :,/'%',/',& 3,&'(;'/3$(3'. + noL conLrolled by manufacLurer, do buslness wlLh many manufacLures and cusLomers $F G'(<#$,& H#5-'.$-'(. + buy goods from producers and sell Lo reLallers/828 cusLomers -9$E' &3&-' of goods - accepL legal ownershlp and assume rlsks and losses for damages, obsoleLeness, sLolen, unsellable and fee Lo develop own markeLlng sLraLegles lncludlng prlce lull-servlce merchanL wholesaler - provlde wlde range of servlces for Lhelr cusLomers (dellvery, credlL, repalrs, adverLlslng, markeL research) 3F 8ack [obber + supply reLallers wlLh speclallLy lLems (dlsplay unlLs), check lnvenLorles, replace merchandlse for reLallers), own and malnLaln producL dlsplay LlmlLed-servlce merchanL wholesaler - provlde fewer servlces for Lhelr cusLomers, &$E' &3&-' Lo merchandlse 3F Cash-and-carry wholesalers - provlde producLs for small buslness cusLomers who purchase aL wholesaler's locaLlon (grocerles, offlce supplles) 33F 1ruck [obbers - dellver perlshable food and Lobacco lLems Lo reLallers 333F urop shlppers - Lake orders from and blll reLallers for producLs drop-shlpped from manufacLurer, Lake LlLle buL don'L acLually Lake possesslon (bulky producLs, coal, lumber) 3IF Mall-order wholesalers - sell Lhrough caLalogues, Lelephone or mall order, no sales force (cosmeLlcs, sporLlng goods, hardware) Mk1C 2030: "#$%&'( )* + "#$,,'-. $,/ 01%%-2 "#$3, 0&($&'42
"#$% & '( ) 56 7'(8#$,/3.' $4',&. $,/ 5(9:'(. + provlde servlces ln exchange for commlsslons, don'L Lake LlLle Lo producL (don'L accepL legal ownershlp). AgenLs - represenL buyers/sellers on ongolng basls. CllenLs employ brokers for shorL perlod of Llme. 36 ManufacLurers' agenLs (aka manufacLurers' reps) - lndependenL salespeople, carry several llnes of noncompeLlng producLs, llmlLed LerrlLory, selllng prlces, commlsslons based on of whaL Lhey sell 336 Selllng agenLs, lncludlng exporL-lmporL agenLs - handle enLlre ouLpuL of one or more producLs, seen as lndependenL markeLlng deparLmenLs, unllmlLed LerrlLorles, promoLe prlclng, promoLlon and dlsLrlbuLlon of producLs (furnlLure, cloLhlng, LexLlle lndusLrles) 3336 Commlsslon merchanLs - sales agenLs LhaL recelve commlsslon on sales of producL, recelve goods (usually agrlculLural producLs), Lake possesslon w/o Laklng LlLle, seL prlces 3;6 Merchandlse broker, lncludlng exporL-lmporL brokers - ldenLlfy llkely buyers and brlng buyers and sellers LogeLher, faclllLaLe LransacLlons (real esLaLe, food, used equlpmenL)
<6 7$,1=$8&1('(>9?,'/ 3,&'(@'/3$(3'. - manufacLures seL up own channel lnLermedlarles, malnLaln conLrol 36 Sales branches - llke wholesalers, malnLaln some lnvenLory ln dlff geographlc areas 336 Sales offlces - llke agenLs, carry no lnvenLory, ln dlff geographlc areas 3336 ManufacLurers' showrooms - manufacLurer-owned or leased faclllLles where producLs aLLracLlvely dlsplayed for cusLomers Lo vlslL
A2%'. 9= B3.&(351&39, "#$,,'-. -MarkeLlng manager selecLs channel sLrucLure LhaL creaLes compeLlLlve advanLage for flrm and lLs producLs based on slze and needs of LargeL markeL lacLor MarkeLers need Lo conslder: "#$,,'- -';'-. > # of dlsLlncL caLegorles of lnLermedlarles LhaL make up channel of dlsLrlbuLlon -ShorLesL channel (producer and cusLomer) - 2 levels. Addlng lnLermedlary - lncreases levels. !"" $%&'(" )*+, - .%//"("01 123"4 5/ 67800"94 5/ .%41(%:'1%50
)6 "9,.1@'( 8#$,,'-. - faclllLaLe flow of goods from producer Lo cusLomer $6 B3('8& 8#$,,'- + slmplesL channel, producer sells dlrecLly Lo cusLomers WP?: Cffer lower prlce (L.g. - farm, lnLerneL), conLrol over LransacLlon (prlclng, servlce, dellvery) 56 C,/3('8& 8#$,,'- + producer uses 1 or more lnLermedlarles Lo reach consumers WP?: Consumer famlllarlLy wlLh lnLermedlary ;4"" 67800"9 5:<"61%="4> -ShorLesL lndlrecL channel: ManufacLurer-reLaller-consumer channel -Common lndlrecL consumer channel: ManufacLurer-wholesaler-reLaller-consumer <6 D1.3,'..>&9>51.3,'.. 8#$,,'-. - faclllLaLe flow of goods from producer Lo buslness cusLomer (l.e. - hosplLal, facLory) $6 B3('8& + more common Lo 8-2-8 markeLs Lhan consumer markeLs Lo cuL cosLs 56 C,/3('8& -SlmplesL lndlrecL channel: manufacLurer-lndusLrlal dlsLrlbuLor raLher Lhan reLaller (merchanL wholesaler)-cusLomer E6 B3.&(351&39, 8#$,,'-. =9( .'(;38'. - mosL cases dlrecL: producer-cusLomer. Some servlces requlre an lnLermedlary, agenL Lo compleLe LransacLlon (lnsurance agenLs, Lravel agenLs) F6 B1$- G@1-&3%-'6 /3.&(351&39, .2.&'@. + ln whlch manufacLurers, dealers, wholesalers, reLallers, cusLomers lnLeracL wlLh more Lhan 1 Lype of channel -L.g. - pharmaceuLlcal lndusLry uses mulLlple channel usage: dlsLrlbuLe producLs ln aL leasL 3 channel Lypes (hosplLals, lndlrecL consumer channel - drug reLallers, local lndependenL drugsLore)
"#$% & '( ) 5-$,,3,4 $ "#$,,'- 0&($&'42 6 0&'%. 3, 73.&(381&39, 5-$,,3,4 0&'% ): uevelop ulsLrlbuLlon Cb[ecLlves 0&'% ;: LvaluaLe lnLernal and LxLernal LnvlronmenLal lnfluences 0&'% <: Choose ulsLrlbuLlon SLraLegy 0&'% 6: uevelop ulsLrlbuLlon 1acLlcs -locus on dlsLrlbuLlon plannlng of producers (manufacLurers) raLher Lhan lnLermedlarles, more Lhan ofLen Lake leadershlp role ln creaLlng dlsLrlbuLlon channel
0&'% ): "#$,,'- =8>'?&3@'. -Cverall ob[ecLlve: Make a flrm's producL avallable when, where and ln Lhe quanLlLles cusLomers wanL and need aL mlnlmum cosL -Speclflc ob[ecLlves: uepend on characLerlsLlc of producL and markeL (mlnlmlze handllng, provlde max producL exposure)
0&'% ;: A@$-1$&3,4 &#' A,@3(9,B',& -L.g. - ablllLy Lo creaLe dlsLrlbuLlon channels, avallable channel lnLermedlarles, ablllLy of cusLomers Lo access Lhese lnLermedlarles, how compeLlLlon dlsLrlbuLes producLs -Analyze compeLlLor dlsLrlbuLlon sLraLegles
0&'% <: "#99.' $ 73.&(381&39, 0&($&'42 (5ee 1oble 10.2) )C "9,@',&39,$-D @'(&3?$-D 9( #9(3E9,&$- .2.&'B $C "9,@',&39,$- B$(F'&3,4 .2.&'B + mulLl-level dlsLrlbuLlon channel ln whlch channel members work lndependenLly of one anoLher -8elaLlon llmlLed Lo buylng/selllng from one anoLher 8C G'(&3?$- B$(F'&3,4 .2.&'B HGI0C + channel of dlsLrlbuLlon ln whlch Lhere ls cooperaLlon among members aL 2 or more levels of channel - Lhe manufacLurlng, wholesallng and reLalllng levels -Work LogeLher, depend on each oLher 3 1ypes of vMS 3C AdmlnlsLered - channel members remaln lndependenL buL volunLarlly agree Lo work LogeLher 33C CorporaLe - flrms have ownershlp conLrol of some or all of a dlsLrlbuLlon channel (e.g. - manufacLurer buys agenL companles) 333C ConLracLual - cooperaLlon ls enforced by conLracLs, legal agreemenLs LhaL lay ouL each member's rlghLs and responslblllLles and how Lhey wlll cooperaLe 1. wbolesolet-spoosoteJ vM5 - wholesalers and reLallers work LogeLher under leadershlp ln a volunLary chaln, reLallers use common name, adverLlslng 2. ketollet coopetotlve: group of reLallers LhaL has esLabllshed a wholesallng operaLlon Lo help Lhem compeLe more effecLlvely wlLh large chalns 3. ltoocblse otqoolzotloos - channel cooperaLlon ls expllclLly deflned and sLrlcLly enforced Lhrough conLracLual arrangemenLs ln whlch franchlser allows enLrepreneur Lo use Lhe franchlse name and markeLlng plan for fee ?C J9(3E9,&$- B$(F'&3,4 .2.&'B + arrangemenL wlLhln channel of dlsLrlbuLlon where 2 or more flrms aL Lhe same channel level work LogeLher for common purpose (geL producL Lo cusLomer)
;C K,&',.3@'D 'L?-1.3@'D 9( .'-'?&3@' /3.&(381&39, $C K,&',.3@' /3.&(381&39, + alms aL maxlmlzlng markeL coverage by selllng Lhrough all sulLable wholesalers or reLallers (gum, mllk, bread, avallablllLy lmporLanL facLor of purchase declslon) 8C AL?-1.3@' /3.&(381&39, M llmlLlng dlsLrlbuLlon Lo slngle ouLleL ln parLlcular reglon (car) -used when hlgh prlced lLems, servlce requlremenLs or llmlLed buyers ln reglon Mk1C 2030: "#$%&'( )* + "#$,,'-. $,/ 01%%-2 "#$3, 0&($&'42
0&'% => ?'7'-9% ?3.&(381&39, @$5&35. -lmplemenLaLlon of dlsLrlbuLlon sLraLegles $6 0'-'5&3,4 5#$,,'- A'A8'(.B%$(&,'(. -CuesLlons Lo ask: Wlll channel member conLrlbuLe Lo proflL, ablllLy Lo provlde servlce cusLomers wanL, lmpacL on channel conLrol -Conslder compeLlLors' channel parLners - e.g. - ensure producLs dlsplayed near compeLlLors' 86 C$,$43,4 &#' 5#$,,'- 9< /3.&(381&39, "#$,,'- -'$/'( + domlnanL flrm LhaL conLrols Lhe channel ower sources: l) Lconomlc power - ablllLy Lo conLrol resources ll) LeglLlmaLe power - legal auLhorlLy Lo call shoLs lll) 8eward/coerclve power - engages ln excluslve dlsLrlbuLlon, ablllLy Lo glve proflLable producLs and Lo Lake away from channel lnLermedlarles -roducers LradlLlonally are channel leaders -Channel cooperaLlon 56 D#2.35$- /3.&(381&39, %-$,,3,4> Crder processlng, Warehouslng, 1ransporLaLlon, lnvenLory conLrol
ulsLrlbuLlon Channels and Lhe MarkeLlng Mlx 4 's: lnfluence on channel declslons rlce: 8eLallers have dlff prlclng ob[ecLlves roducL: dlsLlncL poslLlon ln markeL
E943.&35.> FA%-'A',&3,4 &#' G$-1' "#$3, E943.&35. + process of deslgnlng, managlng and lmprovlng movemenL of producLs Lhrough supply chaln, lncludes purchaslng, manufacLurlng, sLorage and LransporL
@#' 01%%-2 "#$3, 01%%-2 5#$3, H acLlvlLles LhaL are necessary Lo converL raw maLerlals lnLo a good/ servlce and puL lL ln Lhe hands of a consumer or buslness cusLomer 01%%-2 5#$3, A$,$4'A',& + managemenL of flows among flrms ln supply chaln Lo maxlmlze proflLablllLy G$-1' 5#$3, + concepL of a supply chaln LhaL looks aL how each flrm recelves lnpuLs, adds value Lo Lhese lnpuLs and Lhen passes Lhem along Lo nexL flrm ln chaln -uownsLream - relaLlvely closer Lo polnL where producL reaches consumer -upsLream - lnvolved early ln process
ulfference supply chaln, channel of dlsLrlbuLlon: # of members and funcLlon Supply chaln - conslsLs of flrms LhaL supply raw maLerlals, componenLs necessary for flrm Lo producL g/s and flrms LhaL faclllLaLe Lhe movemenL of producL Lo ulLlmaLe users of producL, channel members
"#$% & '( & 5 6743.&38. 91,8&37,. Cb[ecLlve: dellver whaL consumer wanLs ln rlghL Llme, place, prlce ): ;(/'( %(78'..3,4 + serles of acLlvlLles LhaL occurs beLween Llme order comes ln orgs and Llme producL leaves door -Crder recelved: senL elecLronlcally Lo offlce for record keeplng, warehouse Lo be fllled <: =$('#71.3,4 + sLorlng goods n anLlclpaLlon of sale or Lransfer Lo anoLher member of Lhe channel or dlsLrlbuLlon - enables markeLers Lo provlde Llme uLlllLy Lo consumers by holdlng onLo producLs unLll consumers need Lhem -# of warehouses needed, where, Lype -LocaLlon: cusLomer accesslblllLy // level of cusLomer servlce cusLomers requlre -rlvaLe vs. publlc warehouses: prlvaLe - flrms have hlgh lnlLlal lnvesLmenL buL also lose less lnvenLory due Lo damage. ubllc - flrms pay for porLlon of warehouse space -ulsLrlbuLlon cenLre: warehouse LhaL sLores goods for shorL perlods of Llme and provldes oLher funcLlons, such as breaklng bulk >: ?$&'(3$-. #$,/-3,4 + movlng of producLs lnLo, wlLhln an d ouL of warehouses @: A($,.%7(&$&37, + modes of LransporL, lndlvldual frelghL carrlers flrm needs Lo use Lo move producLs among channel members -1radeoff: Mlnlmlze cosL vs. provldlng greaL cusLomer servlce lacLors of 1ransporLaLlon a) uependablllLy - ablllLy of carrler Lo dellver goods safely and on Llme b) CosL - LoLal LransporLaLlon cosLs for movlng producL from one locaLlon Lo anoLher c) Speed of dellvery - LoLal Llme for movlng producL from one locaLlon Lo anoLher d) AccesslblllLy - # of dlff locaLlons Lhe carrler serves e) CapablllLy - ablllLy of carrler Lo handle varleLy of dlff producLs (large, small, fraglle, bulky) f) 1raceablllLy - ablllLy of carrler Lo locaLe goods ln shlpmenL
Modes of LransporLaLlon l) 8allroads - heavy, bulky lLems, average cosL, moderaLe speed ll) lggyback servlces - low-cosL rall LransporLaLlon for shlpplng Lo larger # of desLlnaLlons lll) llshyback servlces, Lruck, Lraln, shlp lv) 8lrdyback - comblnlng Lruck/alr CanLanlerlazaLlon - large quanLlLles of goods sealed ln large proLecLlve conLalners for LranslL v) WaLer - shlps vl) 1rucklng vll) Alr - fasLesL, mosL expenslve vlll) lpellne vllll) lnLerneL - banklng news, enLerLalnmenL
5:B,C',&7(2 87,&(7- + developlng and lmplemenLlng a process Lo ensure goods always avallable Lo meeL demand -Culck-response, conLlnuous replenlshmenL, [usL-ln-Llme lnvenLory managemenL sysLems Mk1C 2030: "#$%&'( )) * +'&$,-,./ $.0 12&$,-,./
"#$% & '( ) +'&$,-,./3 4%'5,$- 6'-,7'(8 +'&$,-,./ * flnal sLop on dlsLrlbuLlon channel by whlch goods/servlces sold Lo consumers for personal use
9#' 17:-;&,:. :< +'&$,-,./ =#''-2:<2('&$,-,./ #8%:&#'>,> * Lheory LhaL explalns how reLall flrms change, enLer markeL wlLh lower prlces Lhan compeLlLors, becomlng more upscale as Lhey go Lhrough Lhelr llfe cycle +'&$,- -,<' 585-' * process LhaL focuses on Lhe varlous reLall llfe cycle sLages from lnLro Lo decllne 4 SLages: 8eLall llfe cycle )? lnLroducLlon - proflLs low, hlgh developmenL cosLs @? CrowLh - sales/proflLs rlse, compeLlLlon lncreases, reLaller expands whaL lL offers (openlng more ouLleLs) A? MaLurlLy - lnLense compeLlLlon, dlfflculL Lo malnLaln cusLomer loyalLy, proflLs decllne, prlce cuLs B? uecllne - reLall buslnesses become obsoleLe as new ways of dolng buslness emerge, may respond by changlng meLhod Lo meeL change
9#' 17:-;&,:. ":.&,.;'>3 =#$&C> D,. 4&:('E <:( &#' <;&;('F 3 lacLors LhaL MoLlvaLe lnnovaLlve merchanLs Lo relnvenL Lhe way Lhey do buslness )? 6'G:/($%#,5> - reLallers musL flnd new ways Lo sell Lo dlverse groups -Cfferlng convenlence for worklng women (longer hors, drlve Lhrus), CaLerlng Lo speclflc age segmenLs (chlldren's lkLA), 8ecognlzlng eLhnlc dlverslLy (8urger klng veggle 8urger) @? 9'5#.:-:/8 - lnLerneL and e-Lalllng, self-serve purchases, 8llu Lags (Lo cloLhlng), lnLelllflL SysLem H:,.&2:<2>$-' IHJ4? >8>&'G> * reLall compuLer sysLem LhaL collecLs sales daLa and are hooked dlrecLly lnLo sLore's lnvenLory conLrol sysLem A? K-:L$-,M$&,:. * reLalllng dlffers ln counLrles, need Lo ad[usL Lo dlff condlLlons around world
98%'> :< +'&$,-'(> 8eLall managers - need Lo undersLand compeLlLlve envlronmenL operaLed ln Lo make declslons on ways Lo offer merchandlse Lo publlc
"-$>>,<8,./ +'&$,- 4&:('> L8 G'(5#$.0,>' >'-'5&,:. N'(5#$.0,>' G,O * LoLal seL of all producLs offered for sale by flrm, lncludlng all producL llnes sold Lo all consumer groups !"! N'(5#$.0,>' $>>:(&G'.& * selecLlon/range of producLs sold, has breadLh and depLh -ueLermlned by balance of l) roflLablllLy ll) 8readLh and depLh a) N'(5#$.0,>' L('$0&# 2 # of dlff producL llnes, narrow (convenlence sLores) vs. 8road assorLmenL (warehouse sLore) b) N'(5#$.0,>' 0'%&# * varleLy of cholces avallable ln each producL llne, Shallow (llmlLed selecLlon, facLory ouLleL), ueep assorLmenL (speclalLy sLores) 45($GL-'0 G'(5#$.0,>,./ * merchandlslng sLraLegy carrylng a mlxLure of merchandlse lLems LhaL are noL dlrecLly relaLed Lo each oLher (8lockbusLer - vldeos + movle food) P.7'.&:(8 &;(.:7'( (aka >&:5Q &;(.) - average # of Llmes a year a reLaller expecLs Lo sell lLs lnvenLory -Cverly rapld Lurnover - resulLs ln greaLer cosLs b/c producLs musL be boughL ln smaller quanLlLles -8eLallers balance proflL (gross margln measure) and lnvenLory Lurnover
Mk1C 2030: "#$%&'( )) * +'&$,-,./ $.0 12&$,-,./
"#$% & '( ) 3&4(' 56%'7 $8 "4.9'.,'.:' 7&4('7 * nelghborhood reLallers LhaL carry llmlLed # of frequenLly purchased lLems, caLer Lo consumers wllllng Lo pay premlum, meeL needs for Lhose pressed for Llme, buy ln smaller quanLlLles, shop lrregular hours ;8 3<%'(=$(>'&7 * food sLores LhaL carry wlde selecLlon of edlble and non-edlble producLs :8 3%':,$-&6 7&4('7 * narrow and deep lnvenLorles, do noL sell loLs of producL llnes, offer good selecLlon of brands wlLhln llnes sold (La Senza, Mark's Work Warehouse) 08 ?'.'($- ='(:#$.0,7' 0,7:4<.& 7&4('7 * offer broad assorLmenL of lLems aL low prlces and wlLh mlnlmal servlce (Wal-MarL, Zellers) @AA2%(,:' ('&$,-'(7 * reLallers LhaL buy excess merchandlse from well-known manufacLurers and pass savlngs Lo cusLomers '8 B$('#4<7' :-<;7 * new verslon of dlscounL sLores, bargaln menLallLy relnforced by merchandlse dlsplayed, ofLen charge membershlp fee LhaL buy broad assorLmenL of food and non-food lLems ln bulk (CosLco) A8 C$:&4(6 4<&-'& 7&4('7 * Lype of dlscounL reLaller, owned by manufacLurer and sell off defecLlve or excess lnvenLory, assorLmenL noL wlde, CuLleL mall - 1+ facLory sLores clusLered /8 D'%$(&='.& 7&4('7 * sell broad range of lLems, deep selecLlon organlzed ln secLlons of sLore (8ay, Sears) roblem: SpeclalLy sLores lurlng deparLmenL sLore shoppers wlLh deeper, fashlon selecLlons, beLLer servlce #8 E6%'(=$(>'&7 * comblne characLerlsLlcs of warehouse sLores and supermarkeLs, several Llmes larger Lhan oLher sLores, offer vlrLually everyLhlng from grocerles Lo elecLronlcs, noL as developed ln norLh Amerlca
D'9'-4%,./ $ 3&4(' F47,&,4.,./ 3&($&'/6G +'&$,-,./ $7 5#'$&(' LnvlronmenL conLrlbuLes Lo cusLomer experlence 8eLallers need Lo poslLlon sLores so LhaL Lhey offer compeLlLlve advanLage 8eLallers = LheaLres, Shoppers = audlence Lo enLerLaln, Salesppl = acLors, SLore deslgn = sLage seLs
)8 3&4(' ,=$/' * Lhe way a reLaller ls percelved ln Lhe markeLplace relaLlve Lo compeLlLlon, markeL poslLlon relaLlve Lo compeLlLlon (PolL 8enfrew = fashlonable, chlc), creaLe a personallLy" [usL as brand managers do Lo producLs H&=47%#'(,:7 * use of colour, llghLlng, scenLs, furnlshlngs, sounds and oLher deslgn elemenLs Lo creaLe a deslred seLLlng, used Lo creaLe a cerLaln feellng" abouL Lhe reLall envlronmenL
SLore ueslgn: SeLLlng Lhe SLage $8 3&4(' -$64<& * arrangemenL of merchandlse ln sLore -ueLermlnes &($AA,: A-4I * how shoppers move Lhrough sLore and whaL areas Lhey pass or avold -Crld layouL - found ln supermarkeLs and dlscounL sLores, conslsLlng of rows of neaLly spaced shelves LhaL are parallel -SLaple goods placed ln remoLe areas, lmpulse goods ln paLh Lo alsle, dlsplays -lree-flow layouL - used ln deparLmenL and speclally sLores, conduclve Lo browslng, le. - merchandlse arranged ln clrcles, arches ;8 C,J&<(' &6%' $.0 ='(:#$.0,7' 0'.7,&6 * cluLLer conveys low-class, upscale sLores have slLLlng space, dlsplays :8 K<7,: 08 "4-4<( L -,/#&,./ * used Lo seL mood, orange sLlmulaLes hunger, blue/green/vloleL slgnlfy elegance/cleanllness, llghL colours = serene, brlghL = exclLemenL AcLors: SLore ersonnel - complemenL sLore's lmage, reLallers work Lo upgrade servlce quallLy, problem: Lurnover of salespeople rlclng ollcy - prlce polnLs (aka prlce ranges), prlclng sLraLegles need Lo be supporLed wlLh sLore deslgns
Mk1C 2030: "#$%&'( )) * +'&$,-,./ $.0 12&$,-,./
"#$% & '( ) 34 5&6(' 768$&,6.9 :;,-0,./ &#' <#'$&(' Cholce of locaLlon facLor: proxlmlLy Lo hlghways/Lrafflc rouLes
1ypes of SLore !"#$%&"'( *+,, -&./0, 11234 $4 :;=,.'== 0,=&(,8&= * CenLral 8uslness ulsLrlcL (C8u) - LradlLlonal downLown buslness area ln Lown or clLy, area Lo shop or work, publlc LransporLaLlon accesslble -Concerns: SecurlLy, lack of parklng, lack of cusLomer Lrafflc evenlngs/weekends -Cvercome problems: lncenLlves Lo encourage sLore openlngs lesLlval markeLplaces - e.g. - SL. Lawrence MarkeL >4 5#6%%,./ 8'.&('= * group of commerclal esLabllshmenLs owned and managed as a slngle properLy -8ange ln slze/scope, sLrlp cenLres (qulck and easy access Lo baslc convenlences - dry cleanlng, vldeo renLals) Lo super-reglonal cenLres (WesL LdmonLon Mall) -Cffer varleLy, comblnes shopplng and enLerLalnmenL -ulsadvanLages: Plgh renL, small speclalLy sLores hardshlps compeLlng wlLh mall anchor sLores (ma[or deparLmenL sLores) 84 ?(''2=&$.0,./ ('&$,-'(= * locaLed by Lhemselves ln a separaLe bulldlng -8eneflL: Lower renLs, fewer parklng problems, buL need Lo be aLLracLlve spoL, can'L rely on cusLomers wlLh no lnLenLlon of enLerlng sLore (1oys'8'us) 04 @6.2&($0,&,6.$- =&6(' -68$&,6.= * CarLs - small movable sLores LhaL can be seL up ln many locaLlons klosks - larger and offer sLore-llke faclllLles -lnexpenslve, good for new buslnesses
SlLe SelecLlon: Chooslng Where Lo 8ulld 8eflecLs overall growLh sLraLegy, conslsLenL wlLh long-Lerm goals, ln a place allows company Lo besL supporL Lhe ouLleL -lacLors when selecLlng slLe: a) 1argeLlng consumer segmenL b) 1rade area c) Long-Lerm populaLlon paLLerns - age proflle, communlLy llfe cycle, moblllLy d) CompeLlLor locaLlons b) 5&6('A= &($0' $('$ * geographlc zone LhaL accounLs for ma[orlLy of sales and cusLomers -SlLe evaluaLlon - conslders facLors: Lrafflc flow, # of parklng spaces, ease of dellvery access, vlslblllLy from sLreeL, local zonlng laws (LhaL deLermlne Lypes of bulldlng, parklng, slgnage allowed), cosL facLors (lengLh of lease, amounL of Laxes)
1&$,-,./ $.0 B&#'( @6.25&6(' +'&$,-,./ @6.2=&6(' ('&$,-,./ * any meLhod a flrm sues Lo compleLe an exchange LhaL does noL requlre a cusLomer vlslL Lo a sLore, brlck and morLar" sLores, e.g. - caLalogues, 1v shopplng channels, lnLerneL
3 C$D6( <E%'= 6F @6.2=&6(' ('&$,-,./ )4 12&$,-,./ * offerlng producLs for sale dlrecLly Lo consumers vla Lhe lnLerneL -LlecLronlc commerce ln buslness-Lo-consumer (82c) markeLs Who Shops Cnllne - almosL 60 of Canadlans have Lrled Lo buy someLhlng onllne, proflle of onllne consumers - lncreaslngly female, less affluenL Why uo Lhey Shop Cnllne - Slx C 8eneflLs: cosL (lower prlces), cholce, convenlence (accesslblllLy Lo producLs around Lhe world, buy from home), cusLomlzaLlon, communlcaLlon (push Lechnology), conLrol :6&= - elecLronlc shopplng agenLs/roboLs LhaL help consumers flnd producLs/prlces on lnLerneL Mk1C 2030: "#$%&'( )) * +'&$,-,./ $.0 12&$,-,./
"#$% & '( & 345# &'6#.7-7/8 * lnLerneL Lools LhaL allow markeLers Lo auLomaLlcally send cusLomers relevanL lnfo, speclfled by consumer preferences, whlle e-mall, chaL rooms, call cenLers allow consumers Lo Lalk back 37(&$-5 * gaLeways Lo Lhe lnLerneL LhaL asslsL consumers Lo navlgaLe Lhe lnLerneL and cusLomlze experlence (slmpaLlco.ca) WhaL uo Lhey 8uy - !"" $%&'" (()(
"(,&,6$- 9466'55 :$6&7(5; <)=<>= apply Lo LradlLlonal reLallers Loo, <?= dlfferenLlaLlng facLor )= @($.0,./ - cusLomers need Lo know whaL Lo look for onllne and need way Lo assess LrusLworLhlness of onllne suppllers >= @4,-0,./ A($.0 -78$-&8 - cusLomer saLlsfacLlon ls key deLermlnanL of loyalLy, whlch lncludes speed of dellvery, cosL of dellvery, responslveness ln cusLomer servlce, reLurn pollcy ?= 96$-$A,-,&8 * ablllLy of orgs Lo geL blgger w/o blg rlse ln expenses B($CA$6D5E people need Louch-and-feel" lnfo before buylng producL, securlLy, cannlballzaLlon of sLore sales, poLenLlal Lo lncrease prlce compeLlLlon b/c web surfer easlly access compeLlLor prlces
>= B,('6& F$(D'&,./ * exposlng a consumer Lo lnfo abouL g/s Lhrough non-personal medlum (e.g. - prlnL, elecLronlc medla) and Lhen purchase producLs by phone/mall $= G$,- 7(0'( * 2 forms - caLalogues and dlrecL mall ,= "$&$-7/4'5 * collecLlon of producLs offered for sale ln book form, usually conslsLlng of producL descrlpLlons wlLh phoLos of lLems -CusLomer proflle: affluenL career woman w/ access Lo sLores buL no Llme/deslre Lo go Lo Lhem -L.g. - Canadlan 1lre, lkLA -1rend: replaclng caLalogues wlLh lnLerneL sales ,,= B,('6& F$,- - brochure/pamphleL offerlng a speclflc producL/servlce aL one polnL ln Llme -AdvanLage over caLalogues: can be personallzed
?= B,('6& 5'--,./ * lnLeracLlve sales process ln whlch salesperson presenLs a producL Lo lndlvldual/small group, Lakes orders and dellvers Lhe merchandlse -vacuum cleaners, nuLrlLlonal producLs, educaLlonal maLerlals ! producLs LhaL requlre lnfo Lo sell) -lndependenL agenLs buy merchandlse from company, resell Lo consumers $= B77(2&72077( 5$-'5 - decllnlng ln norLh Amerlca (less women home durlng day, relucLanL Lo open door) A= 3$(&,'5 $.0 .'&C7(D5 - of dlrecL sales made ln consumer's home l) Pome shopplng parLy - company rep makes sale presenLaLlon Lo group of ppl who have gaLhered aL frlends, %$(&8 %-$. 585&'F * sales Lechnlque LhaL relles on ppl geLLlng caughL up ln group splrlL", buy Lhlngs wouldn'L normally buy alone ll) G4-&,-'H'- F$(D'&,./ (neLwork markeLlng) - sysLem ln whlch a masLer dlsLrlbuLor recrulLs oLher ppl Lo become dlsLrlbuLors, sells Lhe company's producL Lo recrulLs, recelves commlsslon on all merchandlse sold, some sysLems are lllegal, Lhey really are %8($F,0 56#'F'5 ln whlch lnlLlal dlsLrlbuLors proflL by selllng merchandlse Lo oLher dlsLrlbuLors, very llLLle producL ever geLs boughL by consumers 6= I'-'F$(D'&,./ * dlrecL selllng conducLed over Lelephone, easler/less expenslve Lhan door-Lo-door
J= K4&7F$&,6 '.0,./ * coln-operaLed vendlng machlnes, requlre mlnlmal space/personnel Lo malnLaln/operaLe L= B,('6& ('5%7.5' IM (u81v) - Lelevlslon programmlng, such as lnfomerclals/shopplng channels, whlch ellclLs dlrecL orders for producLs from Lhe vlewlng publlc, measurable Mk1C 2030: Chapter 12 - Integrated Market|ng Commun|cat|ons
"#$% & '( ) 1a||or|ng Market|ng Commun|cat|ons to Customers romot|on - coordlnaLlon of markeLer's efforLs Lo lnfluence aLLlLudes or behavlour Loward g/s -1erm used ln pasL, lmplles a one-way (asymmeLrlcal) convo from markeLer Lo cusLomer -romoLlon-focused companles focus: dlssemlnaLe favourable lnfo abouL g/s, use research Lo develop msgs Lo persuade LargeLed audlence Lo engage ln deslred behavlour Market|ng commun|cat|ons - Lerm now used lnformlng consumers and cusLomers abouL relaLlve value of producLs, developlng LrusL and oLher relaLlonal bonds LhaL faclllLaLe ongolng exchange relaLlonshlps -1wo-way (symmeLrlcal) approach -3 roles: 1. 8ulld relaLlonshlps 2. CommlLmenL Lo brands 2. Long-Lerm proflLablllLy 4 Coals: 1) Inform consumers abouL new g/s, where Lo buy 2) kem|nd consumers Lo conLlnue uslng producLs 3) ersuade consumers Lo choose one producL over oLhers 4) Create complex brand lmages & ldenLlLles ln mlnds of consumers S) 8u||d relaLlonshlps wlLh cusLomers
Commun|cat|ons Strategy -Lvery elemenL ln markeLlng mlx - form of communlcaLlon (packaglng, ads, employee unlform, prlce)
Integrated Commun|cat|ons Strategy CoordlnaLlng CommunlcaLlon Messages !"## %&'()# *+,*- Integrated market|ng commun|cat|ons (IMC) - pracLlce of unlfylng all markeLlng communlcaLlon Lools and corporaLe brand messages Lo communlcaLe ln a conslsLenL way -8aLed mosL lmporLanL facLor ln markeLlng sLraLegy -8ecognlze LhaL cusLomers absorb lnfo abouL g/s from many sources - planned and unplanned. 8elles on Lools/approaches Lo ensure each communlcaLes deslred msg. -ulfferenL elemenLs ln lMC sLraLegy have dlff relevance Lo consumers durlng sLages of declslon process (pre-purchase, purchase, posL-purchase) CharacLerlsLlcs of lMC - sLlll new and evolvlng 1. CreaLes slngle unlfled volce 2. 8eglns wlLh cusLomer 3. uevelops relaLlonshlps wlLh cusLomers 4. lnvolves 2-way communlcaLlons S. locuses on sLakeholders & cusLomers 6. CeneraLes a sLream of communlcaLlon 7. Measures resulLs based on feedback
koadb|ocks to IMC -MarkeLers may l) 8eslsL lMC ll) 1rouble lmplemenLlng lMC 1. 8equlres changes ln way markeLers plan & lmplemenL communlcaLlon sLraLegles l) llrms flnanclally drlven raLher Lhan cusLomer drlven - reslsLance Lo change ll) Lxecs Lend Lo speclallze ln 1 aspecL of communlcaLlon, relucLanL Lo cover oLher areas 2. Can asslgn relaLlvely more lmporLance Lo aspecLs of communlcaLlon oLher Lhan adverLlslng, relucLanL Lo dlverL parL of communlcaLlons budgeL from ads Lo coupons/conLesLs 3. 8equlres company-wlde commlLmenL - lower-level Lo hlgher-level - Lo puL cusLomer flrsL
"#$% & '( ) "3445-26$&23-7 8#'3(9 8#' "3445-26$&23-7 03/': - # of elemenLs are necessary for communlcaLlon Lo occur and for meanlng Lo Lransfer from sender Lo recelver - source, message, medlum, recelver !"## %&'()# *+,+- -Consumer = focal polnL, message LransmlLLed on some medlum from sender Lo recelver, hoplng Lo capLure recelvers' aLLenLlon and relaLe Lo Lhelr needs. 1wo-way communlcaLlons - recelver sends msg back Lo sender
;-63/2-. by Lhe MarkeLer - process of LranslaLlng an ldea lnLo a form of communlcaLlon LhaL wlll convey deslred meanlng. L.g. - lldo uslng dogs reflecLlng falLhful/companlonable servlce 1he <35(6' - orgs or lndlvldual sendlng Lhe msg -MarkeLers musL use real person (uave 1homas for Wendy's), hlre acLor/model, creaLe characLer (Mr.eanuL) 1he 0'77$.' - acLual communlcaLlon ln physlcal form senL from sender Lo recelver 4 CommunlcaLlon Cb[ecLlves: =,>= 43/':? CeL $&&'-&23-, hold 2-&'('7&@ creaLe /'72('@ produce $6&23- lorms of msg & how lnfo besL sLrucLured $A 1ype of appeal - message sLraLegy when encodlng msg - e.g. - raLlonal appeal (focus on Lechnlcal advanLages) vs. emoLlonal appeal (arouse good feellngs ln consumer) BA SLrucLure of appeal - l) one-slded msgs (poslLlve lnfo) vs. Lwo-slded msgs (poslLlve and negaLlve lnfo, noL used ofLen). ll) urawlng concluslons (our brand ls superlor") 1he 0'/254 - communlcaLlons vehlcle Lhrough whlch a message ls LransmlLLed Lo a LargeL audlence (e.g. - 1v, radlo, magazlne, blllboard, producL logo on mug), aLLrlbuLes of producL should maLch medlum >'63/2-. by Lhe C'6'2D'( C'6'2D'( E lndlvldual/orgs LhaL lnLercepLs and lnLerpreLs msg >'63/2-. E process by whlch recelver asslgns meanlng Lo msg -LffecLlve communlcaLlon: when source & recelver have muLual frame of reference (share undersLandlng abouL world) -1o lmprove communlcaLlon efforLs: dlvldlng mass markeL lnLo smaller LargeL audlences F327' - anyLhlng LhaL lnLerferes wlLh effecLlve communlcaLlon -Causes: compeLlng markeLlng communlcaLlons, envlronmenL LhaL dlverL recelver's aLLenLlon -Mlnlmlze nolse: lace msgs wlLh less dlsLracLlons/compeLlLlon for consumer's aLLenLlon G''/B$61 - recelvers' reacLlons Lo msg, help markeLer deLermlne effecLlveness, verlfy lf sLraLegles worklng -lmporLance of symmeLrlcal communlcaLlon: 8ecome more responslve Lo needs, develop relaLlonshlps
8#' G"H I(2/ (Ch3) G"H I(2/ (llgure 3.4)? caLegorlzes consumer declslons as belng prlmarlly Lhlnklng (cognlLlve) or feellng (affecLlve) and hlgh lnvolvemenL or low lnvolvemenL 1) rovldes useful way Lo Lhlnk abouL markeLlng communlcaLlons sLraLegles - dlff sLraLegles/LacLlcs ln each quadranL -Plgh lnvolvemenL-Lhlnklng declslons - lnformaLlve sLraLegles/LacLlcs. L.g. - comparaLlve adverLlslng/demonsLraLlons/deLalled medla -Low lnvolvemenL-feellng declslons - lmage-orlenLed sLraLegles/LacLlcs e.g. - llfesLyle adverLlslng, sex appeals 2) 8elaLes Lo value creaLlon sLraLegles -1hlnklng" declslons - concerned wlLh funcLlonal value, cosL-sacrlflce value -leellng" declslons - concerned wlLh experlenLlal, symbollc value LlmlLaLlons lC8: SlmpllclLy, lnablllLy Lo dlfferenLlaLe producL aLLlLudes and moLlvaLlons from brand aLLlLudes and moLlvaLlons, lack of recognlLlon of need Lo creaLe brand awareness before brand aLLlLudes
"#$% & '( ) 8'9':3%2-. "3445-26$&23- ;:$-7 $-/ <(2'=7 -MarkeLlng manager Lo ldenLlfy comblnaLlon of communlcaLlon Lools LhaL wlll meeL company's ob[ecLlves ln mosL effecLlve/cosL-effecLlve way "3445-26$&23- %:$- > framework for developlng, lmplemenLlng and conLrolllng flrm's communlcaLlon acLlvlLles -AdverLlslng (communlcaLlon) agencles - 3 funcLlonal areas: 1) CommunlcaLlon sLraLegy 2) CreaLlve 3) Medla placemenL. Large agencles - 4) ln-house markeL research, lnLerneL/moblle communlcaLlon capablllLy -LffecLlve communlcaLlon plan !"#$%&' )*+,- - 4 elemenLs: lnformaLlve/AffecLlve/PablLual/8eacLlve communlcaLlon CommunlcaLlon brlef - summary (3-4 pages) of 4 elemenLs, used by creaLlve Leam ensure creaLlve execuLlon
? @&'%7 2- 8'9':3%2-. &#' "3445-26$&23- ;:$- @AB; )C ,/'-&2=D &#' &$(.'& $5/2'-6' > group of people wlLh whom you wanL Lo communlcaLe, who recelve and respond slmllarly Lo markeLlng messages -MarkeLlng communlcaLlons more effecLlve - anyLhlng LhaL affecLs how consumers recelve, process, sLore, use lnfo (know values, aLLlLudes, lnLeresLs, oplnlons). Successfully reach consumers wlLh rlghL msg, ln rlghL place, aL rlghL Llme, wlLh rlghL offer. 1argeL MarkeL vs. 1argeL Audlence. -May be same as LargeL markeL, however LargeL audlence = more speclflc. May be >1 LargeL audlence wlLhln LargeL markeL. 1argeL audlence proflles = more Lalled (ln areas of medla, communlcaLlon sLraLegy, LacLlc preferences/responslveness).
@AB; *C B7&$E:27# "3445-26$&23- FEG'6&29'7 CommunlcaLlons road = uphlll cllmb, hlll geLs sLeeper, consumers formlng preference for producL = Lougher. Small proporLlon of LargeL markeL reach Lop, become loyal cusLomers ! each parL of parL has dlff communlcaLlon ob[ecLlves Lo push" ppl Lo nexL level ln declslon process $H "('$&' $I$('-'77 - make members of LargeL markeL aware of producL. Lxamples of promoLlonal efforLs - repleLlon of brand name, slogans/[lngles, publlclLy sLunLs. L.g. - .'/0'& 1/23/#$4 EH ,-=3(4 4$(1'& - provlde users wlLh knowledge abouL beneflLs. L.g. - descrlpLlve copy, brochures, lnfomerclals, publlc relaLlons, personal selllng 6H "('$&' /'72(' - creaLe favourable feellngs Loward producL, convlnce porLlon of group LhaL lL ls preferable Lo compeLlLor producLs. L.g. - sLaLus appeals, sex appeals, celebrlLy endorsemenLs /H B-635($.' &(2$: > L.g. - polnL-of-purchase dlsplays, coupons, conLesLs, samples 'H <52:/ :3D$:&D > convlnclng cusLomers Lo conLlnue buylng - malnLaln ongolng communlcaLlons wlLh currenL users Lo relnforce bond Lhey feel wlLh producL. L.g. - malllng Lo users, llcensed merchandlse, producL placemenL -ulfferenL communlcaLlon ob[ecLlves relevanL ln each sLage ln %(3/56& :2=' 6D6:' l) lnLroducLlon sLage - aware of producLs, knowledgeable ll) CrowLh - deslre, dlfferenLlaLlon ln brands lll) MaLurlLy - lncreaslng markeL share, encourage Lrlal from new users, bulldlng loyalLy lv) uecllne - encourage loyal cusLomers Lo repeaL purchases, lncrease consumpLlon
"#$% & '( ) S1L 3: Determ|ne Commun|cat|on Strategy Approach CommunlcaLlon sLraLegy - descrlbes overall approach Lo communlcaLlon lMC = way Lo descrlbe overall sLraLegy a) ush vs. u|| Strategy |) ush strategy - company ls seeklng Lo move producLs Lhrough channel by convlnclng channel members Lo offer Lhem and enLlce cusLomers Lo selecL Lhese lLems -CommunlcaLlon efforLs: focus on personal selllng and sales promoLlons (exhlblLs, Lrade shows) ||) u|| strategy - counLlng on consumers Lo learn abouL and express deslre for lLs producLs, Lhus convlnclng reLallers Lo respond Lo demand by sLocklng Lhese lLems, movlng producLs Lhrough channel by bulldlng deslre for producLs among consumers, who convlnce reLallers Lo sLock Lhe lLems -CommunlcaLlon efforLs: medla adverLlslng Lo sLlmulaLe lnLeresL among end consumers b) D|rect|on of commun|cat|on - one-way vs. two-way |) Cne-way commun|cat|on - markeLlng orgs sends msgs Lo audlences w/o expecLlng or deslrlng feedback ||) 1wo-way commun|cat|on - ob[ecLlve: develop relaLlonshlp wlLh cusLomers, geL feedback, be wllllng Lo change behavlour c) urpose of commun|cat|on - asymmetr|ca| vs. symmetr|ca| |) Cne way asymmetr|ca| commun|cat|on - persuade cusLomers Lo engage ln behavlour beneflclal Lo markeLlng orgs by only communlcaLlng selecLlve poslLlve beneflLs, hlL and run" approach Laken by salesmen LhaL use hard sell" LacLlcs Lo convlnce ppl Lo buy Lhelr producLs - noL parLlcularly lnLeresLed lf cusLomers wlll be saLlsfled wlLh purchase declslon -1wo way asymmeLrlcal - orgs/cusLomers Lry Lo persuade each oLher, w/o engaglng ln glve-and-Lake dlalogue, conLroverslal soclal lssues (bulldlng of caslnos) ||) Symmetr|ca| commun|cat|on - balanced approach where markeLlng orgs communlcaLes boLh poslLlve and negaLlve lnfo abouL producLs Lo help consumers make lnformed cholce
S1L 4: DLVLLC kL MLSSAGLS AND CSI1ICNING S1A1LMLN1 os|t|on|ng statement (Ch3) - 1-3 senLence summary of producL poslLlonlng - how you wanL a producL Lo be known ln Lhe mlnds of Lhe cusLomers as belng dlfferenL from, and beLLer Lhan, compeLlLlve offers, focus on 1-2 ways of producL dlfferenLlaLlon -Slmllar Lo concepL of unlque selllng proposlLlon (uS) - #1 msg a markeLer wanLs Lo convey Lo audlence -key messages Lo communlcaLe Lo LargeL markeL - llsLed ln communlcaLlon plan, ln order of prlorlLy
Commun|cat|on 1act|cs !"#$ &' ()&*+(, Advert|s|ng appea| - cenLral ldea/Lheme of communlcaLlon message Creat|ve concept - how ldea wlll be expressed Lhrough vlsuals, LexL, muslc, oLher deslgn elemenLs -CommunlcaLlon plan - Lo seL boundarles on creaLlve process, ensure creaLlve ls on sLraLegy and conslsLenL wlLh communlcaLlon ob[ecLlves, LargeL audlence, poslLlonlng Common appeals a) lnformaLlve appeals - glves consumers 1 + reasons why producL good cholce for solvlng problem b) ComparaLlve adverLlslng - expllclLly names 2+ compeLlLors c) uemonsLraLlon - shows producL ln acLlon" Lo prove LhaL lL performs as clalmed d) 1esLlmonlal - celebrlLy, experL of person sLaLes producL effecLlveness e) Sllce-of-Llfe - presenLs a (dramaLlzed) scene from everyday llfe f) LlfesLyle - shows person aLLracLlve Lo LargeL markeL ln appeallng seLLlng, adverLlsed producL parL of scene", lmplylng LhaL person buylng wlll aLLaln Lhe llfesLyle g) lear appeals - hlghllghLs negaLlve consequences of uslng/noL uslng producL, geL aLLenLlon of audlences of soclal msgs (drlnklng and drlvlng, smoklng, safe sex) h) Sex appeals l) Pumorous appeals Mk1C 2030: "#$%&'( )* + ,-&'.($&'/ 0$(1'&2-. "3445-26$&23-7
"#$% & '( ) 89:; <= >:8,?@ "A00B@,"C9,A@ 0,D "3445-26$&23- 42E F ma[or elemenLs of markeLer-conLrolled communlcaLlons, lncludlng adverLlslng, sales promoLlons, publlc relaLlons, dlrecL markeLlng, personal selllng, word of mouLh, mlx lmplles focus on 1+ elemenLs, challenge: comblnlng Lools effecLlvely, ensure works ln harmony wlLh overall markeLlng mlx 2 ulmenslons of markeLlng communlcaLlons 1) 1ype of communlcaLlon, 2 Lypes - a) MarkeLers dellver msg 2) rovldlng lncenLlve Lo purchase/change behavlour 2 meLhods LransmlLLlng msgs/lncenLlves: a) CommunlcaLe Lo mass audlence b) CommunlcaLe person Lo person 2) Source a) CrganlzaLlon b) resumed lndependenL source (frlends, edlLorlals, experL oplnlon)
:G'4'-&7 3H "3445-26$&23- 02E !"## %&'(# )*+,- )I C/J'(&272-. + nonpersonal communlcaLlon from an ldenLlfled sponsor uslng mass medla' mosL famlllar/vlslble elemenL of mlx -CreaLes and relnforces brand ldenLlLy, useful ln communlcaLlng facLual lnfo, drawbacks: credlblllLy, cynlcal consumers Lune ouL blased msgs, expenslve *I ;'(73-$G 7'GG2-. + dlrecL lnLeracLlon beLween company represenLaLlve and cusLomer, ln person, by phone -Common ln 8-2-8 markeL, effecLlve for lndusLrlal producLs, drawbacks: expenslve, dlfflculL Lo ensure all salespeople dellverlng same msg wlLh same lmpacL KI >2('6& 4$(1'&2-. (Ch11) F form of non-sLore reLalllng, efforLs Lo galn a dlrecL response from lndlvldual consumers, caLalogues, dlrecL mall, lnLerneL, Lelevlslon ,-&'($6&2J' 4$(1'&2-. F 2-way communlcaLlons, cusLomlzed Lo ellclL measurable dlrecL responses from lndlvldual cusLomers and allow markeLers Lo provlde furLher cusLomlzed lnfo based on response +ueslred response: llrsL-order response (order) vs. Second-order response (requesL for more lnfo/demonsLraLlon, provlde feedback on sample C8 even Lo requesL noL Lo recelve more lnfo from company) +Coal: 8educe cusLomer base, efforLs mosL effecLlve when communlcaLlng wlLh cusLomers who are lnLeresLed ln whaL Lhey have Lo offer -locuses on shorL-Lerm, slngle LransacLlon responses or seL of responses leadlng Lo purchase declslon -LffecLlve dlrecL markeLlng: develop effecLlve cusLomer daLabase conLalns enough deLall ln LargeL markeL proflles Lo enable markeLers Lo Lallor msgs Lo speclflc caLegorles of consumers LI ;5MG26 ('G$&23-7 F seL of communlcaLlon Lools Lo esLabllsh/malnLaln conLacL wlLh publlcs (sLakeholders) on whom success depends -Long-Lerm poslLlve relaLlons -AssoclaLed wlLh %5MG262&N F unpald communlcaLlon abouL orgs appearlng ln mass medla, wrlLlng press releases & developlng relaLlons wlLh [ournallsLs LhaL wrlLe arLlcles abouL orgs/producLs -lnclude: sLaglng evenLs, respondlng Lo producL recalls <I 8$G'7 %(343&23- + conLesLs, coupons, and oLher lncenLlves deslgned Lo bulld lnLeresL or encourage producL purchase durlng a speclfled perlod -ulfference: noL message-orlenLed, Lhey are lncenLlves Lo sLlmulaLe lmmedlaLe purchase OI ,-&'(-'& $-/ A&#'( :G'4'-&7 P2($G 4$(1'&2-. - markeLlng acLlvlLy where company recrulLs cusLomers Lo be sales agenLs and spread word abouL producL, companles now offerlng premlums Lo cusLomers engaged Q3(/+3H+435&# RQA0I 4$(1'&2-. + acLlvlLles LhaL glve people a reason Lo Lalk abouL Lhe producL S5TT 4$(1'&2-. + hlgh-proflle enLerLalnmenL or news LhaL geLs people Lo Lalk abouL Lhe brand ?5'((2GG$ 4$(1'&2-. !./0 1. 0#20- - acLlvlLles LhaL ambush" consumers wlLh promoLlonal conLenL ln places where Lhey are noL expecLlng Lo see Lhls Lype of acLlvlLy -8rand placemenL (ln movles/Lv), 3 rd parLy endorsemenLs, 3 rd parL lncenLlves (governmenL subsldles), lnfluence laLLer 2 Lhrough publlc relaLlons and pollLlcal lobbylng Mk1C 2030: "#$%&'( )* + ,-&'.($&'/ 0$(1'&2-. "3445-26$&23-7
"#$% & '( ) ,-895'-6'7 3- "3445-26$&23- :&($&'.;< =$6&267 $-/ 02> -CommunlcaLlon mlx varles over Llme - dlff elemenLs beLLer Lo achleve markeLer's ob[ecLlves aL dlff polnLs ln Llme -lnfluence on mlx: SLage ln producL llfe cycle l) lnLroducLlon - bulld awareness, rely on push sLraLegy. AdverLlslng prlmary Lool. ubllclLy campalgn. Sales promoLlon. ll) CrowLh - producL beneflLs, lncrease adverLlslng, sales promoLlon decllne lll) MaLurlLy - many ppl Lrled/used, new cusLomers Lo swlLch from compeLlLors, sales promoLlon lncrease lv) uecllne - reduces spendlng on all elemenLs of mlx. Sales drlven by loyal cusLomers
"('$&2?' @>'65&23- "('$&2?' 7&($&'.; A process LhaL Lurns a concepL lnLo a communlcaLlon plece or or elemenL -MarkeLers use campalgns - seL of relaLed elemenLs collecLlvely dellver ob[ecLlves deslred. Lach elemenL (1v, newspaper, eLc.) has dlff ob[ecLlve. Coal: presenL serles of msgs repeLlLlvely LhaL audlence wlll progress Lhrough AluA sLages -SLeps: CreaLe blg ldea", execuLe ln dlff medla, recognlze concepL of dlffuslon of lnnovaLlon (Ch7) repeaL
0'/2$ :6#'/592-. $-/ B9$6'4'-& 0'/2$ %9$--2-. A problem-solvlng process for geLLlng msg Lo LargeL audlence ln mosL effecLlve way -ueclslons, audlence selecLlon, where, when, frequency of exposure $C Audlence selecLlon - maLch proflle of LargeL markeL wlLh medla vehlcles (e.g. - Chlnese newspaper readers) DC Where - deLermlne $%'(&5(' A besL place and Llme Lo reach person ln LargeL markeL group 6C Medla schedullng - when: 4'/2$ 76#'/59' A speclfles exacL medla Lo use and when, ouLllnes esLlmaLe of whlch medla mosL effecLlve ln aLLalnlng ob[ecLlves and whlch medla vehlcles do besL [ob Medla Cholces - pald vs. unpald E/?'(&272-. '>%375(' A degree Lo whlch LargeL markeL wlll see adverLlslng msg ln speclflc medlum ,4%('7723-7 + # of ppl who wlll be exposed Lo a msg placed ln 1+ medla vehlcles F'$6# A Lo calculaLe exposure, of LargeL markeL LhaL wlll be exposed Lo medla vehlcle, lmporLanL Lo wldely used producLs when lmpL Lo geL msg Lo as many ppl as posslble G('H5'-6; + # of Llmes a person ln LargeL group would be exposed Lo msg, lmporLanL wlLh complex producLs, LargeLed Lo small markeLs, where mulLlple exposures necessary I(377 ($&2-. %32-&7 JIFB7C A measure used for comparlng effecLlveness of dlfferenL medla vehlcles = average reach > frequency "37& %'( ť$-/ J"B0C A measure used Lo compare relaLlve cosL effecLlveness of dlff medla vehlcles LhaL have dlff exposure raLes, cosL Lo dellver msg Lo 1000 ppl/homes /C Pow ofLen ConLlnuous schedule - malnLalns sLeady sLream of adverLlslng LhroughouL year, approprlaLe for producLs sell on regular basls (shampoo, bread). AdverLlslng wearouL - Lune ouL of same msgs ulslng schedule - varles amounL of adverLlslng LhroughouL year, based on llkely demand llghLlng - form of pulslng - adverLlslng appears shorL, lnLense bursLs
"#$% & '( & 89:; <= >:9:?0,@: A@> ABBC"A9: DE>F:9 * D5/.'&2-. 9'6#-2G5'7 )H 93%+/3I- J5/.'&2-. &'6#-2G5' K requlre Lop mgmL Lo allocaLe promoLlon budgeL based on LoLal amL devoLed Lo markeLlng communlcaLlons 1echnlque: ;'(6'-&$.'+3L+7$M'7 4'/ K communlcaLlon budgeL based on lasL year's sales or esLlmaLes for Lhls year's sales - = lndusLry average. AdvanLage: remlnds orgs LhaL spendlng on communlcaLlon resulLs ln proflL. -urawbacks: lmplles sales cause communlcaLlon spendlng raLher Lhan vlewlng sales as ouLcome of communlcaLlon CompeLlLlve-parlLy meLhod - maLchlng whaL compeLlLors spendlng, resulLs ln same markeL share porLlons, assumes same amL spenL ylelds same resulLs *H D3&&34+5% J5/.'&2-. &'6#-2G5'7 K ldenLlfy communlcaLlon goals, allocaLe enough $ Lo accompllsh Lhem ayouL plan - aLLempLs Lo predlcL revenues/cosLs wlLh producL over several years, maLchlng communlcaLlon expendlLures CJN'6&2O'+&$71 4'/ K promoLlon budgeLlng meLhod ln whlch orgs flrsL deflnes speclflc communlcaLlon goals, Lhen Lrles Lo calculaLe klnd of promoLlonal efforL Lo Lake Lo meeL goals
AMM36$&' D5/.'& &3 "3445-26$&23-7 02P lnfluences on dlvldlng budgeL: a) Crgs facLors - complexlLy/formallLy of declslon-maklng process, preference on elemenL ln mlx, pasL experlences b) MarkeL poLenLlal c) MarkeL slze - larger markeLs more expenslve places Lo communlcaLe
89:; Q= ,0;B:0:@9 "?:A9,R: 89?A9:FS
89:; T= :RABEA9: -SeL crlLerla/meLhods Lo deLermlne lf plan worklng, ueLermlne lf communlcaLlon ob[ecLlves meL -ueLermlnlng effecLlveness of elemenLs vary, Sales promoLlons = easlesL Lo evaluaLe, occur durlng flxed Llme, dlrecLly Lled Lo sales ;37&&'7&2-. K conducLlng research on consumers' responses Lo adverLlslng messages seen or heard -CpposlLe = preLesLlng - collecL reacLlons Lo msgs before placed ln real world" 3 Measures of lmpacL of adverLlsemenL )H E-$2/'/ ('6$MM LesL K research Lechnlque by phone, personal lnLervlew LhaL asks how much of ad remembers durlng speclfled perlod of Llme *H A2/'/ ('6$MM LesL K use clues Lo prompL answers from ppl abouL adverLlsemenLs mlghL have seen UH A&&2&5/2-$M 4'$75('7 K probes consumer's bellefs/feellngs abouL producL before/afLer belng exposed Lo msgs abouL lL
LvaluaLlng lMC, Lakes broad vlew of world. MarkeLers Lrack consumer responses Lo communlcaLlon efforLs and lnLeracLlons wlLh brand/company over Llme lnsLead of aL polnL ln Llme. used Lo updaLe/reflne sLraLegy.
"3445-26$&23- D(2'L7 CommunlcaLlon plans - lnLernal documenLs creaLed by orgs provlde raLlonale for and gulde communlcaLlon sLraLegy for speclfled perlod of Llme CommunlcaLlon brlef - 1-3 pg summary of elemenLs ln communlcaLlons plan LhaL precedes creaLlve execuLlon Mk1C 2030: "#$%&'( )* + ",--./01$&0,/2 304 $/5 6$1&012
"#$% & '( ) 758'(&020/9 : non-personal communlcaLlon pald for by ldenLlfled sponsor uslng mass medla, mosL common elemenL of mlx, lnvolves large budgeL, Lravel and celebrlLles, very effecLlve
"('$&0/9 758'(&020/9 ;(,5.1& $58'(&020/9 : message focuses on speclflc g/s, 3 purposes 1) LducaLe ppl abouL new producL, whaL lL does 2) Convlnce LargeL audlence Lo Lry lL or choose over compeLlLors 3) Lnsure ppl won'L forgeL abouL producL </2&0&.&0,/$= $58'(&020/9 : promoLes acLlvlLles, personallLy or polnL of vlew of orgs or company or bulld demand for producL caLegory (Canadlan egg producers' ads) 758,1$1> $58'(&020/9 : Lype of publlc servlce adverLlslng provlded by orgs seeks Lo lnfluence publlc oplnlon on lssue b/c lL has sLake ln ouLcome ;.?=01 2'(801' $58'(&02'-'/&2 (SA) - adverLlsemenLs medla runs free of charge for noL-for-proflL orgs (drunk drlvlng)
Who CreaLes AdverLlslng 758'(&020/9 1$-%$09/ : coordlnaLed, comprehenslve plan LhaL carrles ouL promoLlon ob[ecLlves, resulLs ln serles of adverLlsemenLs placed ln medla over perlod of Llme ln-house agency - flrms do own adverLlslng LlmlLed-servlce agency - provldes 1+ speclallzed servlces (medla buylng, creaLlve developmenL) lull-servlce agency - provldes mosL or all servlces needed Lo mounL campalgn (research, creaLlon of copy, arL, medla selecLlon, producLlon) lull servlce communlcaLlons servlces companles - provlde cllenLs wlLh advlce + servlce ln all areas of communlcaLlon declslon maklng, lncludlng adverLlslng
"#$% & '( ) *7 3,809' 3'50$, -+1,--'(1'+ promoLlonal and oLher e-commerce acLlvlLles LransmlLLed over moblle phones and oLher devlces such as uAs, prevalenL ln Lurope/Asla ShorL-messaglng sysLem markeLlng (SMS), use of locaLlon-based Lechnologles AdvanLages: cusLomer convenlence, growlng Lrend :7 ;.&+,<+#,-' -'50$ = reaches people ln publlc places -8llmps, LranslL ads, blllboards lace-based medla - LransmlLs msgs ln publlc places - effecLlve Lo reach capLlve audlence
>'?'9,%0/@ A<<'1&0?' B5?'(&020/@ C('&'2&0/@ = research ln early sLages of campalgn, gaLherlng baslc lnfo LhaL wlll help planers ensure accuraLely deflned producL's markeL, consumers, compeLlLors ",%D &'2&0/@ = measures effecLlveness of ads by deLermlnlng wheLher consumers recelvlng, comprehendlng, respondlng Lo ad accordlng Lo plan 1echnlques: l) ConcepL LesLlng - deLermlne lf lnlLlal ldeas wlll work ll) 1esL commerclals - consumers respond Lo rough verslon of Lelevlslon message (anlmaLlc/sLoryboard) lll) llnlshed LesLlng - audlence reacLlons Lo fully produced commerclals CrlLlque of AdverLlslng - assessmenL of quallLy of communlcaLlon sLraLegy and execuLlon
C.8901 E'9$&0,/2 FCE7 = helps bulld muLually beneflclal long-Lerm relaLlonshlps and lmprove lmage of orgs wlLh key sLakeholders (consumers, medla, shareholders, leglslaLors, lnLeresL groups) -Cruclal ln ablllLy Lo creaLe/susLaln favourable relaLlons, corporaLe goodwlll, overall lmage, -CfLen overlooked by markeLers slnce no creaLlve/vlsual appeal -lnLeracLlve, fosLer relaLlons, bulld soclal goodwlll, provldes hlgher credlblllLy/bellevablllLy 1ypes of 8 a) ubllclLy and medla relaLlons - unpald communlcaLlons abouL orgs/producLs b) CorporaLe publlc relaLlons - managlng overall rep/lmage of orgs c) Crlsls mgmL - plans for mgmL of corporaLe crlses, lncl. boycoLLs, recalls, naLural dlsasLers, sLrlke d) Lmployee relaLlons - lnLernal programs deslgned Lo fosLer poslLlve relaLlons among/beLween employees e) llnanclal relaLlons - effecLlve communlcaLlons dlrecLed Lowards lnvesLors, regulaLors, flnanclal sLakeholders f) ubllc affalrs - lobbylng efforLs almed aL lnfluenclng pollcy declslons aL federal/provlnclal/munlclpal levels of governmenL g) CommunlLy relaLlons - grassrooLs mgmL of relaLlons wlLh local communlLy sLakeholders
CE ;8G'1&0?'2 a) lnLroduclng new producLs b) SupporLlng currenL producLs c) lnfluenclng governmenL leglslaLlon d) Lnhanclng lmage of orgs/enLlLy e) Calllng aLLenLlon Lo flrm's lnvolvemenL wlLh communlLy f) uemonsLraLlng soclal responslblllLy g) Pandllng communlcaLlon lssues/crlses
"#$% & '( ) 78$//0/9 7: "$-%$09/ 8 campalgn - coordlnaLed efforL Lo communlcaLe wlLh one or more of flrm's sLakeholders 3 SLep process 1) ueveloplng ob[ecLlves 2) LxecuLlng - creaLe campalgn sLraLegy, deLermlne how msg communlcaLed. LlemenLs: SLaLemenL of problem, slLuaLlon analysls, speclflcaLlon of LargeL audlences (publlcs), msgs Lo be communlcaLed, speclflc program elemenLs Lo be used, LlmeLable/budgeL, dlscusslon of how program wlll be evaluaLed 3) LvaluaLlng !"" $%&'" ()*+ , $--'. -/ 01
7: 7(,9($- ;8'-'/&2 a) 7.<8010&= > unpald communlcaLlon abouL orgs appearlng ln mass medla b) 7('22 ('8'$2' > descrlpLlon of evenL orgs produces lLself and sends Lo medla ln hope reporLer wlll wrlLe arLlcle abouL lL, mosL common way -vldeo news 8elease (vn8) - newer verslon of press release, almed aL broadcasL medla Common 1ypes of ress 8eleases: l) 1lmely Loplcs - hoL Loplcs ln news ll) 8esearch sLorles - summarlze research pro[ecLs lll) Consume lnfo releases - lnfo Lo help consumers make beLLer producL declslons -lnLernal publlc relaLlons acLlvlLles almed aL employees: l) Company newsleLLers ll) Closed-clrculL Lelevlslon c) ?%,/2,(2#0% - companles provlde flnanclal supporL Lo help fund evenL ln reLurn for publlclzed recognlLlon of company's conLrlbuLlon, LargeL speclflc markeL segmenLs d) @.'((08$ -$(A'&0/9 > ambushlng" consumers wlLh promoLlonal conLenL ln places Lhey are noL expecLlng lL (Lraln sLaLlons)
8arrler Lo rellance on 8 campalgns: ulfflculL Lo assess effecLlveness of speclflc program elemenLs, however Lrack changes ln aLLlLudes, oplnlons, behavlors over Llme
?$8'2 7(,-,&0,/ > programs markeLers deslgn Lo bulld lnLeresL ln or encourage you Lo purchase g/s durlng speclfled Llme perlod, useful for lmmedlaLe ob[ecLlves (e.g. - boosL sales, encourage consumers Lo Lry producL) 2!"" $%&'" ()*34 Sales promoLlon vs. AdverLlslng -8oLh pald msgs from ldenLlflable sponsors lnLended Lo brlng abouL a change ln behavlour/aLLlLudes -8oLh LargeLed Lo channel parLners and flrm's employees ln form of Lrade promoLlons and end cusLomers -AdverLlslng campalgn = Lo creaLe long-Lerm poslLlve feellngs abouL company vs. sales promoLlon = shorL-Lerm ob[ecLlves (excepLlons ln laLLer)
6($5' 7(,-,&0,/2 1) ulscounL and deals - prlce break, reduce channel parLner's cosLs Lhrough sales promoLlons on own producLs 3'(1#$/502' $88,B$/1' > relmburses reLaller for ln-sLore supporL (shelvlng) "$2' $88,B$/1' > provldes dlscounL Lo reLaller/wholesaler based on volume of producLs ordered 2) lndusLry boosLlng and boasLlng - lncrease vlslblllLy of manufacLurer's producLs Lo channel parLners a) 6($5' 2#,B2 > evenLs where companles seL up exhlblLs Lo show producLs, glve samples, Lroll for new buslness conLacLs b) romoLlonal producLs - glven away free Lo bulld awareness of sponsor (coffee mugs, L-shlrLs) c) lncenLlve programs aka %.2# -,/'= - bonus pald by manufacLurer Lo salesperson for selllng producL
"#$% & '( ) ",/2.-'( 7(,-,&0,/2 )8 7(01'+9$2'5 1,/2.-'( %(,-,&0,/2 - emphaslze shorL-Lerm prlce reducLlons/refunds a) Coupons - cerLlflcaLes redeemable for $ off purchase b) rlce deals, refunds, rebaLes - Lemporary prlce reducLlons. :'9$&'2 ; allow cusLomer Lo recover parL of producL's cosL dlrecLly from manufacLurer. c) Speclal packs - glvlng shopper more of producL
<8 =&&'/&0,/+>'&&0/> 1,/2.-'( %(,-,&0,/2 ; sLlmulaLe lnLeresL ln and publlclLy for company's producLs a) ConLesLs/sweepsLakes - conLesL - LesL of sklll vs. sweepsLake - based on chance b) 7('-0.-2 ; lLems offered for free Lo people who have boughL a producL, ofLen novelLy lLem (free, removable LaLLoos) c) ?$-%@0/> - dlsLrlbuLlng Lrlal-slze verslons of producL for free Lo encourage people Lo Lry lL d) 7,0/&+,A+%.(1#$2' B7C78 %(,-,&0,/ ; use of slgns or dlsplays Lo lnfluence purchases aL sLore, lnclude use of ln-sLore medla - lncludlng placecards on shopplng carLs, closed-clrculL Lelevlslon
*8 D,E$@&E >'/'($&0/> %(,-,&0,/2 ; !"#$%#&%$' )*"+*,-./ -0-10*.2%) )*"+*,-./ 3"',3$' )*"+*,-. - pracLlce of awardlng dlscounLs, bonuses oLher lncenLlves as redeemable polnLs" Lo frequenL and oLher hlgh-value cusLomers -8esL reLenLlon-markeLlng LacLlc, added beneflL: enabllng orgs Lo observe/Lrack purchase behavlour
7(,-,&0,/ ?&($&'>E 1. ueLermlne Cb[ecLlve: cemenL producL's poslLlon ln markeLplace 2) WhaL promoLlons wlll look llke (e.g. - lf encourage cusLomers Lo Lry producL, use sampllng) "(,22+%(,-,&0,/ ; 2 or more companles comblne forces Lo creaLe lnLeresL ln dlff g/s uslng slngle promoLlonal Lool key lssue: over-redempLlon - havlng Loo many cusLomers redeem coupons, saLlsfy conLesL requlremenLs or buy cross-promoLed producL
F0('1& 3$(G'&0/> ; non-sLore form of reLalllng LffecLlve when: solld daLabase LhaL allows orgs Lo selecL poLenLlal reclplenLs LhaL maLch deslred LargeL proflle L.g. - dlrecL mall, used ln 8-2-8 conLexLs Loo 8eneflL: opporLunlLy Lo ellclL measurable response by dlrecLlng Lo 1-800 number, web slLe or way Lo respond F0('1& ('2%,/2' -$(G'&0/> ; markeLlng acLlvlLy almed Lo generaLlng measurable response vla markeLlng communlcaLlons
7'(2,/$@ ?'@@0/>; company rep comlng ln dlrecL conLacL wlLh cusLomers Lo lnform Lhem abouL g/s Lo geL sale used ln 8-2-8, lndusLrlal producLs
:,@' ,A 7'(2,/$@ ?'@@0/> -More lmporLanL when flrm engages ln push sLraLegy - goal ls Lo push producL Lhrough channel of dlsLrlbuLlon -Cruclal ln 8-2-8 conLexLs - dlrecL lnLeracLlon w/upper-level mgmL requlred -used wlLh producLs boughL lnfrequenLly (compuLers, lawn mowers, college educaLlons) urawbacks: cosL per conLacL wlLh cusLomer = hlgh 6'@'-$(G'&0/> ; person-Lo-person communlcaLlon vla Lelephone, fax, e-mall growlng ln popularlLy C(5'( &$G'( ; salesperson LhaL processes LransacLlons LhaL cusLomer lnlLlaLes 6'1#/01$@ 2%'10$@02& ; compuLer Lechnlclan - conLrlbuLes experLlse ln form of producL demonsLraLlons, provlde sales supporL raLher Lhan dolng sale 30220,/$(E 2$@'2%'(2,/ ; promoLes flrm, Lrles Lo sLlmulaLe demand for producL, does noL acLually compleLe sale C(5'( >'&&'( ; salesperson who works creaLlvely Lo develop relaLlons w/cusLomers or Lo generaLe new sales Mk1C 2030: "#$%&'( )* + ",--./01$&0,/2 304 $/5 6$1&012
"#$% & '( & 7%%(,$1#'2 &, 8'(2,/$9 :'990/;, one of oldesL forms of communlcaLlons )< 6($/2$1&0,/$9 -$(='&0/;> 8.&&0/; ,/ &#' #$(5 2'99 Pard sell - hlgh pressure process, form of &($/2$1&0,/$9 2'990/; - sales Lechnlque LhaL focuses on maklng lmmedlaLe sale wlLh llLLle/no aLLempL Lo develop relaLlon w/cusLomer ?< @'9$&0,/2#0% 2'990/;> ",./&'(0/; &#' &$(/02#'5 0-$;' 1oday's professlonal salesperson pracLlce ('9$&0,/2#0% 2'990/; A seeklng Lo develop muLually saLlsfylng relaLlon wlLh cusLomer, lnvolves wlnnlng (converLlng lnLeresLed prospecLs' lnLo ppl convlnced LhaL g/s has value for Lhem), keeplng (ensurlng g/s dellvers whaL's promlsed), developlng (saLlsfylng Lhem)
6#' @,9' ,B 8'(2,/$9 :'990/; 0/ ",--./01$&0,/2 304 a) Selllng process - Lo be successful, follow 1('$&0C' 2'990/; %(,1'22 A seeklng ouL cusLomers, analyze needs, deLermlne how producL aLLrlbuLes provlde beneflLs, declde how besL Lo communlcaLe lnfo Lo LargeLed cusLomers - 7 sLeps, llgure 13.1 b) rospecL cusLomers, %(,2%'1&0/; A process of ldenLlfylng/developlng llsL of poLenLlal cusLomers, called !"#$!%&'$($)*%$ *%),$ (leads come from exlsLlng cusLomer llsLs, Lelephone dlrecLorles, daLabases C8 cold calllng C8 referrals) c) D.$90BE %(,2%'1&2 - Lo deLermlne how llkely Lhey are Lo become cusLomers d) uo a %('$%%(,$1# - complllng background lnfo abouL prospecLlve cusLomers & plannlng sales lnLervlew e) Make Lhe $%%(,$1# A conLacL Lhe prospecL, salesperson Lrles Lo learn more abouL prospecL's needs, creaLe good lmpresslon, bulld rapporL. CusLomer decldes wheLher salesperson has someLhlng beneflclal Lo offer. f) Make 2$9'2 %('2'/&$&0,/ A salesperson lays ouL beneflLs of producL and why beLLer Lhan offerlngs. roof sLaLemenL - daLa on pasL sales, LesLlmonlals, guaranLees, research resulLs - help make plLch credlble -Canned presenLaLlon - scrlpL wrlLLen ln advance and same msg dellvered Lo every prospecL g) Cvercome cusLomer ob[ecLlons - effecLlve salesperson anLlclpaLes ob[ecLlons, reasons why prospecL unwllllng Lo commlL Lo purchase h) :$9'2 19,20/; A when salesperson asks cusLomer Lo buy producL and compleLe LransacLlon 1echnlques: lasL ob[ecLlon close: asks cusLomers lf ready Lo purchase, provldlng any concerns abouL producL can be addressed 1rlal close - salesperson acLs as lf purchase ls lnevlLable SLandlng room-only close - salesperson lndlcaLes LhaL lf cusLomer does noL buy now, may noL be opporLunlLy Lo purchase ln fuLure l) :$9'2 B,99,F+.% A arranglng for dellvery, paymenL, purchase Lerms, allows salesperson Lo -".,/% Lo nexL purchase
:$9'2 3$/$;'-'/& A process of plannlng, lmplemenLlng, conLrolllng personal selllng funcLlon of orgs 3 ueclslons: 1) SeLLlng sales force ob[ecLlves - whaL sales force expecLed Lo accompllsh and when & develop lndlvldual goals - performance goals (measurable ouLcomes), behavolural goals (speclfy acLlons - e.g. # of class Lo make) 2) CreaLlng sales force sLraLegy - how flrm wlll sLrucLure, slze, compensaLe sales force -Lach salesperson responslble for 2$9'2 &'((0&,(E A seL group of cusLomers, based on geographlc boundarles, classes of producLs, lndusLry speclallzaLlon 3) 8ecrulLlng, Lralnlng, rewardlng salespeople, sales Lralnlng - salesppl learn abouL orgs, producLs, develop skllls/knowledge, aLLlLudes Lo ldenLlfy cusLomer problems SLralghL commlsslon plan - paymenL based on of sales person closes Commlsslon-wlLh-draw plan - earnlngs based on commlsslon, salesperson also recelves regular paymenL SLralghL salary compensaLlon plan - pald seL amounL regardless of performance CuoLa-bonus plan - pald salary plus bonus for sales made above quoLa Call reporLs - plans of acLlon deLalllng whlch cusLomers called upon, whaL happened durlng call