Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Models
Eleventh Edition
CHAPTER 1
DEFINING MARKETING
FOR THE
21ST CENTURY
Industry
Industry
(a
(a collection
collection
of
of sellers)
sellers)
Goods / Services
Money
Information
Market
Market
(a collection
collection
(a
of buyers)
buyers)
of
Resource
markets
Taxes,
goods
Manufacture
markets
Services,
money
Taxes, goods
Money
Services,
money
Government
markets
Services,
money
Money
Resources
Taxes
Services
Consumer
markets
Taxes,
goods
Intermediary
markets
Money
Goods and Services
4 Ps of Marketing Mix
Product
Promotion
Product Variety
Sales Promotion
Packaging
Quality
Advertising
Sizes
Design
Sales Force
Services
Features
Public Relation
Warranties
Brand Image
Direct Marketing
Returns
Price
Place
List Price
Channels
Discounts
Coverage
Allowances
Assortment
Payment period
Location
Credit terms
Inventory
Transport
Offering
Mix
Product
Company Services
Prices
Advertising
Sales force
Public
Relation
Direct mail,
telemarketing,
and Internet
Distribution
channel
Target
Customer
Starting Point
Factory
Focus
Products
Means
Selling and
promotion
Ends
Profits through
sales volume
Target
market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
Customer Concept
Starting
Point
Individual
customer
Focus
Customer
needs and
values
Means
One-to-one
marketing
integratio
n and
value
chain
Ends
Profitable
growth
through
capturing
customer
share, loyalty,
and lifetime
value
Production
Finance
Marketing
Human
Resources
Production
Human
Resources
Marketing
Marketing
Finance
Human
Resources
Finance
Production
Customer
Marketing
Human
Resources
an es
c
um r
H ou
es
R
Fi
na
nc
e
Customer
CHAPTER 2
ADAPTING MARKETING
TO THE
NEW ECONOMY
Customer
Executives
Executives
Merchandise
Marketing
Systems
Sales
SALES
BUYING
Systems
Buyers
Finance
Finance
Warehousing
Manufacturing
TRADITIONAL STRUCTURE
Supplier
Customer
Executives
Marketing
Systems
Sales
Finance
Manufacturing
Executives
Merchandise
Systems
Buyers
Finance
Warehousing
CHAPTER 3
BUILDING CUSTOMER
SATISFACTION, VALUE
AND
RETENTION
Product value
Monetary cost
Service value
Time cost
Personnel value
Energy cost
Image value
Psychic cost
Firm infrastructure
gi
ar
M
Technology Development
Inbound
Logistics
Operations Outbound
Logistics
Primary Activities
Marketing
& Sales
Service
M
ar
gi
n
Procurement
Prospect
First-Time
customer
Repeat
customer
Disqualified
prospect
Clients
Inactive or
ex-customer
Members
Advocates
Partners
Levels of Relationship
High Margin
Many customers/
distributors
Medium number
of customers/
distributors
Few customers/
distributors
Medium Margin
Low Margin
Accountable
Reactive
Basic or
reactive
Proactive
Accountable
Reactive
Partnership
Proactive
Accountable
P
R
O
D
U
C
T
S
C1
C2
C3
P1
P2
P3
P4
Profitable
product
-
+
High
profit
customer
Highly profitable
product
Mixed-bag
customer
Losing
product
Mixed-bag
product
Losing
customer
CHAPTER 4
WINNING MARKETS
THROUGH
MARKET-ORIENTED
STRATEGIC PLANNING
Implementation
Corporate planning
Organizing
Division planning
Implementation
Controlling
Measuring results
Diagnosing results
Business planning
Product planning
Taking corrective
action
20%
Stars
Question Marks
4
1
3
5
10%
Cash Cows
Dogs
7
8
0
10x
1x
0.1x
Sales
Strategicplanning
gap
5
Time (years)
New
Products
Current
Markets
1. Market-penetration
strategy
3. Productdevelopment strategy
New
Markets
2. Marketdevelopment strategy
(Diversification
strategy)
External Environment
(opportunity &
threat analysis)
SWOT
analysis
Internal Environment
(strength/weaknesses
analysis)
Goal formulation
Strategy formulation
Program formulation
Implementation
Feedback and Control
Structure
- Strategy
- Structure
Strategy
Systems
Shared
values
- Systems
Software of Success
- Skills
Skills
Style
- Skills
- Staf
Staff
- Shared values
Technological/
physical
environment
Marketing
Intermediaries
rm
o
f
in m
g e
in yst
t
ke s
r
a
Suppliers
io
at
Place
Product
Target
customers
ar
ke
ti
sy n g
st pla
em n
n
Price
in
g
M
nt
co
g m
tin te
ke ys
ar s
l
ro
d
n
a
n m
o
ti ste
a
iz s y
n
Promotion
ga tion
r
o ta
g
in e n
t
ke lem
r
a p
M im
Publics
Political/
legal
environment
Competitors
Social/
cultural
environment
CHAPTER 5
GATHERING
INFORMATION AND
MEASURING MARKET
DEMAND
Collect
Collect
the
the
Develop
information
Develop information
Step 1
the
the
Defining
the
research
Defining the research
problem
plan
problem
plan
and
and
research
research
objective
objective
Analyze
Analyze
the
the
information
information
Present
Present
the
thefindings
findings
Make
Makethe
the
decision
decision
CHAPTER 6
SCANNING THE
MARKETING
ENVIRONMENT
ECONOMIC ENVIRONMENT
Income distribution
Savings, debt, and credit availability
POLITICAL-LEGAL ENVIRONMENT
Growth of special-interest groups
Forces
TECHNOLOGICAL ENVIRONMENT
Acceleration pace of change
Unlimited opportunity for innovation
Varying R&D budgets
Increased regulation of technological
change
NATURAL ENVIRONMENT
Shortage of raw materials
Increased energy cost
Anti-population pressures
Changing role of government
SOCIO-CULTURAL ENVIRONMENT
High persistence of core cult values
Existence of sub-culture
Shifts of secondary cultural values
through time
CHAPTER 7
ANALYSING
CONSUMER MARKET
AND
BUYING BEHAVIOUR
Marketing
stimuli
Product
Price
Place
Promotion
Other
stimuli
Economic
Technological
Political
Cultural
Buyers
Buyers
characteristics decision process
Cultural
Social
Personal
Psychological
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase decision
Post-purchase
behaviour
Buyers
decision
Product choice
Brand choice
Dealer timing
Purchase timing
Purchase amount
High Resources
High Innovation
Principle
oriented
Status
oriented
Action
oriented
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
Low Resources
Low Innovation
PESSIMISTS
OPTIMISTS
FAMILY
ENTERTAINMENT
Fast forwards
(biggest spenders, early
adopters of new technology
for all use)
Mouse Potatoes
(willing to spend for the
latest in technotainment)
Techno-Strivers
(use technology from cell
phones and pagers to
online services primarily)
Digital Hopefuls
(limited budget but still
interested in new tech)
Gadget-Grabbers
(favor online entertainment
but have less cash to spend)
Hand-Shakers
(older consumer, do not
touch computers, leave
them to assistants)
Traditionalists
(willing to use tech but
slow to upgrade)
Media Junkies
(seek entertainment, cannot
find online, prefer TV and
other older media)
MORE AFFLUENT
LESS AFFLUENT
Esteem needs
(self esteem, recognition, status)
3
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(Food, water, shelter)
High Involvement
Significant Difference
between Brands
Few Difference
between Brands
Complex buying
behaviour
Low Involvement
Variety-seeking
buying behaviour
Purchase
decision
Evaluation of
alternatives
Information
search
Problem
recognition
Attitudes
of others
Purchase
intention
Unanticipated
Situational
factors
Purchase
decision
IBM
Apple
Dell
HewlettPackard
Toshiba
Compaq
NEC
Tandy
.
.
.
.
Awareness
set
IBM
Apple
Dell
HewlettPackard
Toshiba
Compaq
Consideration
set
IBM
Apple
Dell
Toshiba
Choice set
IBM
Apple
Dell
Decision
CHAPTER 8
ANALYSING BUSINESS
MARKETS AND
BUSINESS
BUYING BEHAVIOUR
Level of demand
Economic
outlook
Interest rate
Rate of technological change
Political and
regulatory
development
Competitive
development
Social
responsibility
ORGANIZATIONAL
Objectives
Policies
Procedures
Organizational
structures
Systems
INTERPERSONAL
Interests
Authority
Status
Empathy
Persuasiveness
INDIVIDUAL
Age
Income
Education
Job position
Personality
Risk attitudes
Culture
BUSINESS
BUYER
CHAPTER 9
DEALING WITH
THE
COMPETION
Suppliers
(Supplier
Power)
Industry
Competitors
(Segment
Rivalry)
Substitutes
(Threat of
Substitutes)
Buyers
(Buyer
Power)
Entry Barriers
Low
Low
High
High
Low, stable
Low, risky
returns
Returns
High, stable
High, risky
returns
returns
40%
40%
Market Leader
30%
30%
Market Challenger
20%
20%
Market Follower
10%
10%
Market Nicher
Defense Strategies
(2) Flank
ATTACKER
(3) Preemptive
(4) Counterofensive
(1)
Position
(6)
Contraction
DEFENDER
(5)
Mobile
Attack Strategies
(3) Bypass attack
(2) Flank attack
DEFENDER
CHAPTER 10
IDENTIFYING MARKET
SEGMENTS AND
SELECTING
TARGET MARKETS
(b) Difused
preferences
(c) Clustered
preferences
Creaminess
(a) Homogeneous
preferences
Sweetness
Sweetness
Sweetness
Marketing-Mix Strategy
Segment Acid Test
Segment Positioning
Segment Profitability
Segment Attractiveness
Segment Identification
Needs-based Segmentation
DEMOGRAPHIC
PSYCHOLOGICAL
BEHAVIORIAL
Region
Age
Family
Family size
Family life cycle
Gender
Income
Occupation
Education
Religion
Race
Generation
Nationality
Social class
Lifestyle
Occasions
Personality
Benefits
User status
Usage rates
Loyalty status
Readiness status
Attitude towards
product
PURCHASING
APPROCHES
SITUATIONAL
FACTOR
Purchasing-function
organization
Urgency
Specific application
Size of order
Power structure
Nature of existing
relationship
OPERATING
VARIABLES
Technology
User or non-user
Customer capabilities
General purchase
policy
Purchasing criteria
PERSONAL
CHARACTERISTICS
Buyer-seller similarity
Attitude towards risk
Loyalty
M2
M3
M1
M2
M3
M1
P1
P1
P1
P2
P2
P2
P3
P3
P3
Single-segment
concentration
M1
M2
Selective
specialization
M3
M1
P1
P1
P2
P2
P3
P3
Market
specialization
M2
M2
M3
Product
specialization
M3
P Product
M - Market
Full market
coverage
Railroads
Truckers
Large
computers
Product
variety
Midsize
computers
Personal
computers
Company A
Company B
Company C
CHAPTER 11
POSITIONING AND
DIFFERENTIATING
THE MARKET
OFFERINGS THROUGH
PRODUCT LIFE CYCLE
Technology
Cost
Quality
Service
Company Standing
Competitor Standing
Recommendation Action
Hold
Monitor
Monitor
Invest
(H-M-L)
H = High
M = Medium
L = Low
Large
Few
Small
Size of the
Advantage
Many
VOLUME
SPECIALISED
STALEMATED
FRAGMENTED
III
IV
Introduction
Growth
Maturity
Decline
Time
Strategies for each Stage continued
in next slides
Low Skimming
High Penetration
Low Penetration
Promotion
Market Modification
Stable Maturity
Product Modification
Decaying
Maturity
Market-Mix
Modification
Converting nonuser
Improve Quality
Price
Improve Feature
Distribution
Winning competitors
customers
Advertising
Sales Promotion
Personal Selling
Services
KILL
SHELL
SELL
Sales Volume
(b) Cycle-recycle
pattern
Primary
circle
(c) Scalloped
pattern
Recycle
Time
Time
Style
Fashion
Fad
Time
Time
Time
Sales
Time
CHAPTER 12
DEVELOPING NEW
MARKET OFFERING
No
Yes
2. Idea screening
No
Yes
3. Concept
development & testing
DROP
No
Yes
4. Marketing strategy
development
Yes
No
No
5. Business analysis
Yes
No
6. Product development
Yes
Yes
7. Market testing
DROP
No
Should we send
the idea back for
product
development?
No
No
Would it help to
modify the product
or marketing
program?
No
Yes
8. Commercialization
Yes
Yes
Lay
future
plans
CHAPTER 13
DESIGNING GLOBAL
MARKET OFFERINGS
Deciding how to
enter the market
Deciding on the
marketing program
Deciding on the
marketing organization
Next Slide
Indirect
exporting
Direct
exporting
Licensing
Joint
ventures
Direct
investment
Promotion
Product
Do Not Change
Promotion
Do Not Change
Product
Adapt
Product
Straight
Extension
Product
adaptation
Develop New
Product
Product
invention
Adapt
Promotion
Communication
adaptation
Dual
adaptation
Channels
between
nations
Channel
within
foreign
nations
Final
buyers
CHAPTER 14
Attractiveness
Attractiveness
ofofthe
themarket
market
Ofering
Ofering
Product features
and quality
Service mix
and quality
5-Product Levels
Potential Product
Augmented Product
Expected Product
Basic Product
Core
benefit
Product-Line Length
Product-Mix Width
Detergents
Toothpaste
Ivory Snow
Gleem (1952)
(1930)
Crest (1955)
Dreft (1933)
Tide (1946)
Cheer
(1950)
Oxydol (1954)
Dash (1954)
Bold (1965)
Gain (1966)
Era (1972)
Disposable
Bar Soap
Ivory (1879)
Kirks (1885)
Lava (1893)
Camay
(1926) Zest
(1952)
Safeguard
(1963)
Coast
(1974) Oil of
Olay (1993)
Diapers
Paper Tissue
Pampers
(1961)
Luvs (1976)
Charmin (1928)
Pufs (1960)
Banner (1982)
Summit (1992)
Brand
No Brand
Brand-Sponsor
Decision
Brand-Name Brand-Strategy
Decision
Decision
Individual
names
Manufacturer
Blanket family
brand
name
Distributor
Separate
(private) brand
family names
Licensed
Companybrand
individual
names
BrandRepositioning
Decision
Line extension
Brand
Repositioning
extension
No
Multi-brands
repositioning
New brands
Co-brands
CHAPTER 15
DESIGNING
AND
MANAGING SERVICES
Service-Characteristics
Inseparability
Intangibility
SERVICE
Perishability
Variability
Service Business
Physical
environment
Internal
Organizational
System
Contract
personal
Visible to
customer
Direct Interaction
Customer A
Service X
Other
Service
Advertising
Billing and payment
Sales call
Media stories
Word-of-mouth
comments
Other
Customer
Secondary Interaction
In
te
rn
al
M
tin
ke
ar
M
ar
ke
tin
g
al
rn
te
Ex
Cleaning/
maintenance
services
Employees
Financial/
banking
services
Internal Marketing
Restaurant
industry
Customers
Service-Quality Model
Word of mouth
communication
Personal needs
Past experience
Expected service
GAP 5
Perceived service
Consumer
Marketer
Service delivery
(including pre & post-contract)
GAP 1
GAP 3
Translation of perceptions
into service-quality specification
GAP 2
Management perception of
consumer expectation
GAP 2
External
communication
to consumer
Importance-Performance Analysis
Extremely important
A. Concentrated
here
B. Keep up the
good work
Fair performance
External performance
C. Low price
D. Possible overkill
Slightly important
CHAPTER 16
DEVELOPING
PRICE STRATEGY
AND
PROGRAM
Product Quality
High
Medium
Low
High
Medium
Low
1. Premium
strategy
2. High-value
strategy
3. Supervalue strategy
4.
Overcharging
strategy
7. Rip-of
strategy
5. Medium- 6. Good-value
value strategy
strategy
8. False
economy
strategy
9. Economy
strategy
Price paid
High
Mixed opportunities
Medium
Price = value
Undelivered value
Low
Low
Medium
Value received
High
PRICE SENSITIVITY
ESTIMATING DEMAND CURVES
PRICE ELASTICITY OF DEMAND
TYPE OF COSTS AND
LEVELS OF
PRODUCTION
4. Analyzing competitors,
costs, prices & ofers
5. Selecting a pricing
method
6. Selecting the final
price
MARKUP PRICING
TARGET-RETURN PRICING
PERCEIVED-VALUE PRICING
VALUE PRICING
GOING-RATE PRICING
AUCTION-TYPE PRICING
Yes
By less than 2%
Include a cents-off
coupon for the
next purchase
No
Has competitor
Cut his price?
No
Yes
No
Is it likely to be a
permanent price
cut?
By 2-4%
Yes
By more than 4%
Drop price to
competitors price
CHAPTER 17
DESIGNING AND
MANAGING VALUE
NETWORKS AND
MARKETING CHANNELS
3
4
5
6
7
8
9
C
6
a) Number of contacts
a) Number of contacts
MxC=3x3=9
M+C=3+3=6
M = Manufacturer
C = Customer
D = Distributor
SS
TT
MM
TT
DD
TT
CC
2. Title Flow
SS
MM
DD
CC
3. Payment Flow
SS
BB
MM
BB
DD
TT
CC
MM
T,B
T,B
DD
TT
CC
MM
AA
4. Information Flow
SS
T,B
T,B
5. Promotion Flow
SS
S-Supplier
AA
T-Transporter, warehouses
B-Banks
M-Manufacturer
DD
D-Dealer
C-Customer
CC
A-Adv Agency
1-level
2-level
3-level
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Wholesaler
Wholesaler
Jobbler
Consumer
Retailer
Retailer
Retailer
Consumer
Consumer
Consumer
1-level
2-level
3-level
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturers
representative
Manufacturers
representative
Industrial
customer
Industrial
customer
Industrial
distributors
Industrial
customer
Industrial
customer
High
Sales forces
Value-add of sales
Value-added
partners
Distributors
Direct sales
channels
Retail stores
Indirect channels
Telemarketing
Internet
Direct marketing
channels
Low
Low
High
Low
Introductory
Low
4.
- Designer apparel:
- Designer apparel:
boutiques
2.
High
Declining
Declining
of-price stores
3.
Declining
- PCs specialty
retailers
- PCs mass
merchandisers
- Designer apparel:
- Designer apparel:
better departmental
stores
mass merchandisers
CHAPTER 18
MANAGING RETAILING,
WHOLESALING, AND
MARKET LOGISTICS
Broad
Bloomingdales
Wal-Mart
Tifany
Sunglass Hut
Narrow
Value Added
High
Low
Of-price
Retailer
Superstore
Catalog
Showroom
Specialty
Stores
Retail Types
Discount
Stores
Department
Stores
Supermarket
Convenience
Stores
Target Market
Service and
Store
Atmosphere
Promotion
Decision
Price Decision
Place Decision
Wholesale Type
Limited-Service
Wholesaler
Brokers
Agents
Full-Service
Wholesaler
Merchant
Wholesaler
Miscellaneous
Wholesaler
Manufacturers and Retailers
Branches and Offices
Target Market
Promotion
Decision
Price Decision
Place Decision
Market-Logistics Decision
Order
Processing
Warehousing
Inventory
Transportation
CHAPTER 19
MANAGING INTEGRATED
MARKETING
COMMUNICATION
Encoding
Message
Decoding
Media
SENDER
RECEIVER
Noise
Feedback
Response
Identify target
audience
Developing Effective
Communication Steps
1
Determining
objectives
Measure
results
Design
message
Select
channels
Manage
integrated
marketing
communication
Decide on
media mix
Establish
budget
AIDA
Model
Hierarchy-ofEffects Model
InnovationAdoption Model
Exposure
Awareness
Cognitive
stage
Attention
Communications
Model
Awareness
Reception
Knowledge
Cognitive response
Interest
Affective
stage
Interest
Attitude
Preference
Desire
Behaviour
stage
Liking
Conviction
Evaluation
Intention
Trial
Action
Behaviour
Purchase
Adoption
CHAPTER 20
MANAGING ADVERTISING,
SALES PROMOTION,
PUBLIC RELATION, AND
DIRECT MARKETING
5-Ms of Advertising
Messages
Money
Mission
Sales goals
Advertising
objectives
Factors to consider
Stages in PLC
Market share and
consumer base
Competition and
clutter
Advertising
frequency
Product
substitutability
Message generation
Message evaluation
and selection
Message execution
Social-responsibility
review
Measurement
Media
Reach, frequency,
impact
Major media types
Specific media
vehicles
Media timing
Geographical media
allocation
Communication
impact
Sales impact
Newspaper
Television
Direct Mail
Radio
Magazine
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
Intermittent
Continuous
Concentrated
Level
Rising
Falling
Alternating
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)
(11)
(12)
Number of
messages
per month
Month
Share of
expenditure
Share of
voice
Share of
market
Specialty
Advertising
Trade Shows
and
Conventions
Sales
Contract
Speeches
Public-Service
Activities
Events
Publications
Identity
Media
Sponsorships
News
CHAPTER 21
MANAGING
THE
SALES FORCE
Designing the
Sales Force
Sales force
strategy
Sales force
objectives
Sales force
size
Sales force
structure
Sales force
compensation
Managing the
Sales Force
Recruiting and
Selecting sales
representatives
Supervising
sales
representatives
Training
sales
representatives
Motivating
sales
representatives
Evaluating
sales
representatives
(3)
(2)
(1)
Approach
Pre-approach
Prospecting
and
qualifying
Presentation
and
demonstration
(5)
Overcoming
objectives
(6)
Closing
(7)
Follow-up
and
maintenance
CHAPTER 22
MANAGING
THE
TOTAL MARKETING
EFFORT
Functional Organization
Marketing
vice-president
Marketing
vice-president
Marketing
vice-president
Marketing
vice-president
Marketing
vice-president
Marketing
vice-president
Thank You