Marketing – the activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large; not a random activity; requires thoughtful planning
Marketing – helps create value; is about satisfying customer needs and wants; entails an exchange; requires product, price, place, and promotion decisions; can be performed by both individuals and organizations; occurs in many settings
Marketing Mix – product, price, place, and promotion
Product – creating value; variety of offerings including goods, services, and ideas to satisfy customer needs
Price – capturing value; everything the buyer gives up—money, time, energy—in exchange for the product; must be determined carefully—how much customer is willing to pay so they are satisfied and seller receives reasonable profit
Place – delivering value; all the activities necessary to get the product to the right customer when that customer wants it
Promotion – communicating value; communication by a marketer that informs, persuades, and reminds potential buyers about a product to influence their opinions and elicit a response
Marketing Eras – Production; Sales; Marketing; Value-Based Marketing (attempt to discover and deliver customers’ needs and wants)
What type of relationship is best for providing value to customers? Long term relationship: Relational orientation – based on the philosophy that buyers and sellers should develop a long-term relationship
5 functions that illustrate the importance of marketing? Marketing Expands Firms’ Global Presence; is Pervasive Across Supply Chain; Enriches Society; Can be Entrepreneurial
Chapter 2—Developing Marketing Strategies and a Marketing Plan
What are the various components of a marketing strategy? Identifies 1) firm’s target market(s), 2) a related marketing mix-four Ps-and 3) the bases on which the firm plans to build a sustainable competitive advantage
Four macro strategies that can help a firm develop a sustainable competitive advantage?
1) customer excellence – focus on retaining loyal customers and excellent customer service
2) operational excellence – efficient operations and excellent supply chain and human resource management
3) product excellence – having products with high perceived value and effective branding and positioning
4) locational excellence – having a good physical location and Internet presence
What are the five steps in creating a marketing plan? (written plan composed of analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the 4 Ps, action programs, and projected/proforma income statements; three phases—planning, implementation, and control)
1) Define the business mission—broad description of a firm’s objectives and the scope of activities it plans to undertake—two main questions: what type of business is it? What does it need to do to accomplish its goals and objectives
2) Conduct a situation analysis—SWOT and CDSTEP—assess internal environment (S&W) and external environment (O&T); assess opportunities and uncertainties in marketplace with CDSTEP
3) Identifying and evaluating opportunities using STP (segmentation, targeting, and positioning)
4) Implement marketing mix and allocate resources—implementation stage
5) Evaluate performance using marketing metrics
What are the four growth strategies?
1) Market penetration—uses existing marketing mix and focuses firm’s efforts on existing customers→new consumers to current target market or encouraging existing customers to purchase more; usually requires increased advertising and additional sales and promotions/intensified distribution efforts
2) Market development—uses existing marketing offering to reach new market segments whether domestic or international; international expansion riskier
Term: Winter2015 Marketing Strategy CONTACT INFORMATION Asad Aman –RB 1036 aaman@lakeheadu.ca Office Hours: Available for one hour after each class. To arrange an appointment other than these hours, please see me after class or send me an email. COURSE OBJECTIVE To understand and apply strategic marketing concepts through analyzing real world cases. LEARNING OUTCOMES Students will be able to develop their: Problem solving, analytical and decision making skills within the marketing context. Ability…
MARKETING 301: PRINCIPLES OF MARKETING Instructor: Howard Marmorstein Kosar/Epstein Faculty Office Wing, Office: KE-504 Phone Office: 305.284.1776 E-mail: hmarmors@exchange.sba.miami.edu Section N: Tuesday and Thursday 8:00-9:15 SB 502 Section S: Tuesday and Thursday 3:30-4:45 SB 402 Office hours: Tuesday and Thursday 4:30-7:00pm, or by appointment. Please feel free to ask questions anytime. Email is the quickest way to contact me. REQUIRED MATERIAL The text for the course…
a.m. M/W/F: 10:30 a.m. – 12:00 p.m. Meets: (A) 1:30 – 2:20, PH 226B (B) 2:30 – 3:20, PH A22 (C) 3:30 – 4:20, DH 2105 Course Calendar • Fall 2014 Wk. Dates Topics Assignments DUE 1 M Aug. 25 Introduction Purchase books! W Résumés and the Job Hunt (and Clients, too) F Word Processing and Résumé Formatting 2 M Sep. 1 NO CLASS MEETING (Labor Day) W Cover Letters F Personal Statements • PAR Statements, Realistic Goals, Personal Plans Quiz 1: Career Documents Résumé Draft 3 M Sep. 8 Interview…
Ch 3 Macro Environment Five Forces ( Porter ) 1. Bargaining power of customers – online buyers is increased since they have a wider choice and prices are likely to be forced down through increased knowledge & price transparency. 2. Bargaining power of suppliers- suppliers’ bargaining power if reduced since here are wider choices and increased commoditization due to e-marketplaces. 3. Threat of substitute products- significant threat since new digital products or extended products can be readily…
Mgmt 2150 2nd test Review Ch. 6 The Purpose of a Business Plan. Business Plan = a document that presents the basic idea for the venture and includes descriptions of where you are now, where you want to go, and how you intend to get there and Consider personal aspirations before beginning. Three basic objectives for a business plan is 1. To identify the nature and the context of the business opportunity, 2.To outline the approach the entrepreneur plans to use.3.To recognize factors that will determine…
Checklist: Four things from each chapter Ch. 1 An Overview of Health Care Management 1) 6 management functions Planning, Organizing, Staffing, Controlling, Directing, Decision Making. To discover decision making is the most important is surprising because it is often overlooked and seen as an obvious option and not something that takes so much focus. As a healthcare manager each decision is critical and can mean life or death. It is also critical when considering patient privacy and service…
DEPARTMENT OF MARKETING MKT/SCM 447 LOGISTICS AND TRANSPORTATION MANAGEMENT — TICKET # 13181 FALL, 2012 1. COURSE OBJECTIVE The aim of this course is to introduce you to the exciting and rewarding field of logistics. It will give you an understanding of the fundamental principles of logistics, and its role in organizations and the economy. During the last quarter of the twentieth century, logistics increased in importance from a business function that was perceived as a “necessary evil” to: (1) a business…