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Unit 1: What is marketing management ? 1. Marketing: the intermediary (link connect) between the customer and the business. 2. Marketing management: the administering of the process of satisfying consumer needs while ensuring the company makes a profit. 3. Word of mouth: when a customer shares their experience of a product with another. 4. The fundamental principle of marketing • Needs: can be classified into 3 groups: Physical: food, shelter and scanty Social: a desire for companionship, acceptance within a group Individual: selfexpression, desire for knowledge • Wants: the choices a person makes, are influenced by cultural and personal experiences 5. Marketing segmentation: the process of dividing a population into distinct groups (entails taking a population and dividing them into groups according to set of shared characteristics) 6. Market research • Identify the characteristics that the segment shares • The planned, systematics collection, analysis of data used by managers to make a decision • Provide information on a customer’s preferences, buying habits, attitudes, likes, needs 7. Two aims of marketing • Attract new customers • Retain customers 8. Target market: the group the firm decide to market their product to 9. Marketing mix: (product, place, price, promotion) the types of marketing strategies employed to meet an organization’s objectives 10. The eight states of demand 1) Negative demand: market dislikes, actively avoid it, actively dissuade 2) No demand: a customer is unaware of the product or is disinterested 3) Latent demand: when existing products fail to completely satisfy customer need 4) Declining demand: when customers are losing interest in the good or service because of changing attitudes, tastes, cultural trends 5) Irregular demand: their sales are correlated to a particular season, the time of day, or the whims of shoppers 6) Full demand: when the company is selling as much as they expected the market could bear 7) Overfull demand: when the market demand exceed supply 8) Unwholesome demand: products that are harmful to society, but are still demand by consumers create a market characterized
Unit 1: What is marketing management ? Marketing: the intermediary (link / connect) between the customer and the business Marketing management: the administering of the process of satisfying consumer needs while ensuring the company makes a profit Word of mouth: when a customer shares their experience of a product with another The fundamental principle of marketing • • Needs: can be classified into groups: - Physical: food, shelter and scanty - Social: a desire for companionship, acceptance within a group - Individual: self-expression, desire for knowledge Wants: the choices a person makes, are influenced by cultural and personal experiences Marketing segmentation: the process of dividing a population into distinct groups (entails taking a population and dividing them into groups according to set of shared characteristics) Market research • Identify the characteristics that the segment shares • The planned, systematics collection, analysis of data used by managers to make a decision • Provide information on a customer’s preferences, buying habits, attitudes, likes, needs Two aims of marketing • Attract new customers • Retain customers Target market: the group the firm decide to market their product to Marketing mix: (product, place, price, promotion) the types of marketing strategies employed to meet an organization’s objectives 10 The eight states of demand 1) Negative demand: market dislikes, actively avoid it, actively dissuade 2) No demand: a customer is unaware of the product or is disinterested 3) Latent demand: when existing products fail to completely satisfy customer need 4) Declining demand: when customers are losing interest in the good or service because of changing attitudes, tastes, cultural trends 5) Irregular demand: their sales are correlated to a particular season, the time of day, or the whims of shoppers 6) Full demand: when the company is selling as much as they expected the market could bear 7) Overfull demand: when the market demand exceed supply 8) Unwholesome demand: products that are harmful to society, but are still demand by consumers create a market characterized 1/14 11 Marketing myopia: when marketers lose sight of the fact that satisfying needs is driving the consumer’s purchasing decision (occurs when the firm starts to market a product, not a solution to a need) 12 Five responsibilities of marketing manager - Market expert - Communicator - Steward - Negotiator - Managers 13 Marketing orientations 1) The production concept: a philosophy that states consumers will choose products that are affordable and widely available Two conditions: - manufacturer is not the distributor - market demand exceeds supply 2) The product concept: consumers favour products that offer the most value after considering the quality, and performance of the product 3) The selling concept: consumers will buy a product only if the product is aggressively promoted 4) The marketing concept: determine the needs of their consumers and offers the product in a more efficient and superior manner than the competition 5) The societal marketing concept: it emerged from a realization that the marketing concept introduces conflicts between a consumer’s short-term wants and their long-term welfare 14 Gross domestic product: the national production of a country in a year including exports 15 Behavioral segmentation: dividing a market into groups based on the benefit sought 16 Cognitive dissonance: the discomfort felt by a person when faced with choices that contradict the individual’s personal values, beliefs or attitudes This conflict drives the individual to select the option that minimizes the tension 17 Demand: a call or need for a particular product the consumer desires to satisfy their needs 18 Demographics segmentation: dividing a target market on the basis of social identifiers, such as age, family size, income, gender, education, occupation, religion, social class Unit 2: Marketing as a corporate function 2/14 Strategic planning: a process of developing and maintaining a plan of action that coordinates the activities of every business unit of ensure the long-term goals of an organization a fulfilled Strategic plan: the roadmap that outlines how the goals and objectives will be achieved Mission statement: a summary of the stated goals of the organization Three characteristics - Focus on a limited number of goals that challenging yet realistic - Explain the policies and values of the company - Markets the company is targeting Business cycles: the time between peak-to-peak or valley-to-valley (the period of time consisting of alternating periods of growth and decline in term of GDP) Key indicators: - Productivity - Consumer confidence - Gross domestic product (GDP) - Employment levels Five Forces Model devised by Harvard Business Professor Michael Porter 1) Barriers to Entry 2) Degree of Rivalry 3) The Power of Suppliers 4) The Power of Buyers 5) The Threat of Substitutes Strategic Business Unit (SBU): a semi-autonomous unit of a large sized company often in charge of setting its own corporate strategy Core Competencies: a task, skill or resources that enables a company to have an advantage over their competitors Three characteristics: - Difficult to imitate - Potentially opens access to a wide variety of markets - Increases perceived customer benefits Sustained Competitive Advantage: an enduring core competency that provides lucrative returns for a company over time 10 The BGG Approach: assesses the performance of SBUS according to Relative Market share and Market Growth Rate 11 The product life-cycle: the revenue of product over its life time (the sales carve of a product over time) Focus stages as: 3/14 1) Introduction 2) Growth 3) Maturity 4) Decline Unit 3: Product and Placement A Product Customer Value Hierarchy Theory Model of Customer Value Hierarchy (three levels): • Core Benefit Level: the benefit or solution offered by the product the customer is buying • Expected Product Level: the combined features and qualities of a product that delivers it core benefit (How the product’s attributes, features, quality, styling, packaging, delivers the core benefit) • Augmented Product Level: the additional services and benefits offered to a customer built around the core benefit and the expected product level (customer consider the value they receive from a vendor’s after-sales support, warranty, promise of free delivery or installation, credit availability and technical support) Product mix: the portfolio of products offered by a vendor Product-line length: the number of products sold in a product category Product-line width: the number of different product categories a vendor offers a product to Product-line depth: the number of different packaging sizes of a product Product-line consistency: assesses how correlated, or closely related, each product-line is to each other in terms of benefits they offer consumers Inventory turnover: A measure of the number of times a company’s inventory is replaced during a given time period 𝑐𝑜𝑠𝑡 𝑜𝑓 𝑔𝑜𝑜𝑑 𝑠𝑜𝑙𝑑 𝑎𝑣𝑒𝑟𝑎𝑔𝑒 𝑖𝑛𝑣𝑒𝑛𝑡𝑜𝑟𝑦 DIT = = 𝑠𝑎𝑙𝑒𝑠 𝑖𝑛𝑣𝑒𝑛𝑡𝑜𝑟𝑦 365 𝐼𝑇 Return on investment (ROI): a very common tool used measure the return on an investment 4/14 ROI = 𝑉𝑓 𝑉𝑖 –1= 𝑔𝑎𝑖𝑛 𝑓𝑟𝑜𝑚 𝑖𝑛𝑣𝑒𝑠𝑡−𝑐𝑜𝑠𝑡 𝑜𝑓 𝑖𝑛𝑣𝑒𝑠𝑡 𝑐𝑜𝑠𝑡 𝑜𝑓 𝑖𝑛𝑣𝑒𝑠𝑡 x 100 Return on capital (ROC): also known as Return On Invested Capital (ROIC) It is defined as the net income on an investment divided by the capital invested in the project Cost of capital: the rate of return forgone from another investment with similar degree of risk, and maturity 10 Product level strategies 1) Product-filling: a product strategy whereby the vendor offers the same product in different shapes, sizes, qualities or prices Self-cannibalization: a consequence of a product-filling strategy where product introduced eats into the sales or profits of other products offered by the same vendor 2) Line-stretching: lengthening the product-line to customers in up or downstream markets Upstream stretch: a product strategy whereby the vendor moves into a higher margin but lower volume market Downstream stretch: a product strategy whereby the vendor moves into a higher volume but lower profit per unit market Two-way stretch: a product strategy whereby the vendor moves simultaneously moves into a higher margin, low volume market and a higher volume, low-margin market 3) Product-line pruning: review the profitability of each product and prune those that are not sources of competitive advantage B Placement Marketing channels (Channel of distribution / Trade channel): an organized network of agencies and institutions which, in combination, perform all the functions required to link producers with end customers to accomplish the marketing task Supply chain: a linear process that maps the transformations of a raw material into a finished good Value network: a system of interdependent organizations needed to source, support and deliver a product that provides customers with the highest level of value Advantages of a value network: - Increase specialization - Allow every member of the network to become aware of disturbances in the supply chain much more quickly - Increase the likelihood that firms will integrate certain parts of their operations with adjacent partners to ensure the network is operating smoothly 5/14 Marketing channels: channels 1) Channel levels - A zero-level channel: one where the producer is the distributor - A one-level channel: where there is one intermediary, most often a retailer, between the customer and producer - A two-level channel: where there is two intermediaries, and so on 2) Channel organization - Vertical marketing channels: a set of products, wholesalers, and retailers act in connect to maximize the return for the collective Cross-ownership: each member of the channel owns a percentage of the other partner’s companies - Horizontal marketing channels: where firms at the same level of the channel form a joint venture to pursue a market opportunity either party could not pursue on their own Cross-promotion: a set of partners who combine capital, production capabilities and other resources towards some common promotion objective beneficial to the collective - Hybrid marketing channels (multichannel distribution system): whereby a single firm creates more than one channel to reach one or more target markets Value Added Resellers (VARs): a company that modifies an existing product in order to add more value to the consumer and resells it to a customer as a new product or service 3) Channel conflict Building a marketing channel (4 steps) 1) Setting channel goals and channel type 2) Identifying partners - Intensive distribution: grant distribution rights to every possible vendor increase convenience for the consumer - Exclusive distribution: grant a limited number of intermediaries exclusive rights to sell a product-line - Selective distribution: lie in-between intensive and exclusive distribution Other factors: profit record, sales growth, reputation, location and size of sales 3) Channel management decisions * Channel power: The amount of leverage a channel member wields over their partners to elicit cooperation according to their terms 6/14 - Coercive power: The manufacture threatens to withdraw a resource or terminate a relationship if intermediaries refuse to cooperate - Reward power: A strategy which involves offering a reward to an intermediary for cooperation - Legitimate power: The intermediary will concede through no one likes it when they leaned on and legal contracts are the centre of a conversation - Expert power: The expertise remains with the manufacturer, the bargaining power is high - Referent power: The intermediaries would face financial ruin if the did not comply with the requests or demands 4) Evaluating partners Inventory turnover, sales-quota, attainment, cost of goods sold, cooperation in promotional and training program • Learning curve: A relationship between experience and improvements in efficiency The more often a task is performed, the less time is required to complete the task Unit 4: Price Declare the marketing objective • Marketing objective: A stated goal a company wishes to accomplish by selecting a particular price for their product • - Five marketing objectives: Maximize short-term profit: To maximize short-term profits, the firm must already understand the dynamics of their market - Maximize current market share: Higher the volume, the lower per unit cost → leads to a higher long-term profit • Fast follower: A nimble competitor who can enter profitable constant despite the level of production • Dumping: When a company charges either less than it costs or less than it charges in its home market, in order to buy their way into a market or capture high market share - Market skimming: High start-up costs and low demand - Product-quality leadership: Innovator of the industry, offer products of the highest quality - Survival: Signals to the market that their firm is in trouble remain operational Determine demand and supply Higher the price, lower the demand, lower the price, higher the demand 7/14 - Supply shortages - Luxury goods: A good where rising prices results in a less than proportional drop in demand • Veblen goods: A good where rising prices results in higher demand • Differentiating: A strategy a seller uses to distance their product from another by emphasizing its unique features, benefits or qualities - Predicting demand: types + Use part history to predict the future (relationship between demand and price is calculated and is used to predict future behaviour) + Conducting price experiments (varying the price of a product at the same store or at different locations of a franchised chain) + Conducting market surveys - Price-elasticity of demand Estimating costs - Types of costs: + Variable costs: Expenses incurred by the business that charge in proportion to the amount of product produced + Fixed costs: Expenses incurred by the business that remain constant despite the level of production + Total cost: The sum of all variable and fixed costs + Average unit cost: The quotient from dividing the total cost into the level of output + Sunk cost: An irrecoverable expense (cannot recover) + Opportunity cost: The forgone return from making one investment over another with similar risk profiles Activity-based cost accounting (ABC): A system of assigning costs directly to the resources used in the production process Customer pyramid: A model that proposes marketers segment their customer into classes, from the most profitable to the least, and only target their resources towards those that or can purchase more products or services Learning curve effect Analysing competitor’s costs, prices and offers to position the product Selecting a price method - Markup pricing: A method of pricing whereby the producer adds a premium to the cost of the product to ensure the profit earned will equal at least the opportunity cost of the investment Unit cost = Variable Cost + (Fixed Costs /Unit Sales) Markup Price = Unit cost / (1- expected rate of return) 8/14 - Target return pricing: A method of pricing that ensures the total profit will equal the expected return on investment Target Return Price (TRP) = Unit cost + • [(𝑐𝑜𝑝𝑝𝑜𝑟𝑡𝑢𝑛𝑖𝑡𝑦 𝑐𝑜𝑠𝑡)∗(𝑓𝑖𝑥𝑒𝑑 𝑐𝑜𝑠𝑡𝑠) 𝑈𝑛𝑖𝑡 𝑠𝑎𝑙𝑒𝑠 Perceived-value pricing: Pricing goods according to how customers perceive the value they receive from consuming a product Black box: A term used to describe the process a buyer undergoes when making a purchasing decision • Value pricing: A method where the producer charges a low price for a higher-quality good Loss leaders: Deliberately selling a product below cost to attract customers • Going-rate pricing: A pricing method used for commodities where the price charged is the same charged by the competition • Auction pricing: The customer sets their own price according to his or her perceived value of the product - Dutch Auction: When Google became a publicly traded company, they chose the unusual approach of selecting a Dutch auction method to sell their shares In this system, the bidding starts with the highest price, reflecting the maximum value the seller believes the product is worth Then price slowly decreases until the bidder agrees to the price The price continues to decrease until the entire stock is sold - English Auction: An English-style auction is the opposite of a Dutch auction A minimum price is set, and bidders continue to raise their offers, until the person who wants the good the most outbids the competition This is the most popular of bidding systems - Sealed Bids: A buyer wants to extract the lowest price from a group of sellers who offer relatively similar goods or services - Group Pricing: A group of buyer agree to share resources to increase their bargaining power with a much larger sized supplier Selecting the price - Psychological pricing: lessens the cognitive dissonance of marking a purchasing decision Reference price: The price consumers believe a product should be sold at - Gain and risk sharing pricing: A guarantee on the part of the supplier to deliver on the promises about the product - Price discrimitation: A different price is charge according to a customer’s willingness to pay - Geographical prcing: The price charged differs in different geographic locations 9/14 Grey marketing: Products sold through marketing channels not approved by the manufacturer Other marketing-mix elements Cognitive dissonance: The discomfort felt by a person when faced with choices that contradict the individual’s personal values, beliefs or attitudes The conflict drives the individual to select the option that minimizes the tension Unit 5: Promotion Five different key types of promotions - Advertising: The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, non-profit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, ideas - Sales promotions: Monetary incentives to make a purchase immediately - Public relations: The marketer attempts to influence public opinion by releasing one-sided information through news media channels - Personal selling: The marketer uses sales people to convince interested buyers to spend - Direct marketing Promotion mix: The blend of the five tools used by marketers to promote a product The communication process Media fragmentation: A phenomenon where by market forces are driving media channels to focus on a smaller and smaller size audiences Post casts: A free audio broadcast available for downloading onto portable listening devices or computers Integrated marketing communication (IMC): All promotional activities are coordinated to ensure the consistency and quality of the transmitted message Developing an integrated marketing communications strategy - Identify the target audience - Choose the desired response (4 stages) Hierarchy of effects model: A six-stage model training the steps a customer undergoes before making any purchasing decision + Awareness + Knowledge + Linking 10/14 + Preference + Conviction - Design the message + Message content: Rational messages: compare the advertised product to another through a demonstration Moral messages: crafted to appeal to the audience’s sense of right and wrong Emotional messages: attempt to stir an emotional response to move consumers form one stage in the buying process to another + Message source: in determining the process of a message relates to the likeability and trust worthiness of the sources itself aspire to the recommendations of an attractive source + Message format: using print media requires the marketer to craft headlines, illustrations and use combinations of colours that are appealing to the target audience - Select the communication channels: identified, must select between personal and nonpersonal communication channels reach their target audiences - Establishing the budget: + Affordable method and competitive party method + Percentage of sales method + Objective and task method Push strategy: the promotional mix is tailored to push a product through various channels to the target market Pull strategy: the promotional mix is tailored to attract the target market, who in turn requests distribution channels to supply the product Promotion tools 1) Advertising: type of messages - Slice of life: Demonstrates the product being used in a typical setting - Statement: Challenges the audience into acting on their complacency - Lifestyle: Demonstrates how the product is part of a lifestyle - Fantasy: A dream or myth is created to promote a product - Mood / image: A mood or image is crafted to surround the product - Musical: This message is conveyed through a catchy jingle or song - Technical Expertise: This type of message demonstrates the company’s expertise in making a product or service they offer - Spokesperson: This message features a figure in popular culture or a recognized authority endorsing the product 11/14 - Testimonial Evidence: This message is similar to employing a spokesperson except instead of paid celebrities Has truly benefited from using the product - Scientific Evidence: This message presents scientific or other types of evidence proving the marketer’s claims Factor to consider: + Reach measures in percentages, how much of the targeted audience was exposed to the advertisement over a period of time + Frequency measures the amount of times a person is exposed to the message + Timing: Releasing an advertisement at a time that minimizes the risk of confusing the audience 2) Sales promotions: Types of sale promotions - Advertising specialties: A product imprinted with logo or promotional message - Cash rebates: A partial refund to the buyer - Contests, sweepstakes and games: Sales promotion techniques where chance factors heavily in determining those eligible to receive the promotion - Coupons: Printed certificates entitling the holder to receive the stated price reduction towards the purchase of a product - Discounting: Reducing the listed price for a limited period of time - Loyalty programs: An incentive program offering non-cash benefits encouraging buyers to remain loyal to the marketer - Point-of-purchase: Promotional materials placed at the point of purchase or sale Large sized grocery stores often place an advertised item at the checkout counter - Premiums: A favorite tactic of cereal companies is to include a free toy within each box - Samples: A limited batch of the product dispensed to potential buyers Factors to consider: + Extent of the savings offered to the customer + The length of the promotion 3) Public relations tools - Buzz marketing: Capturing attention of customers and the media by creating a message that is newsworthy, entertaining or a topic of conversation - Guerilla marketing: Grabbing the attention of consumers by creating seemingly impromptu promotional campaigns in the public spaces where consumers engage in their daily routine - New reports: Sending completed news reports to media organizations demonstrating the product’s benefits - Press releases: Creating news form designed to attract the interest of the media to cover an event the marketer is sponsoring 12/14 - Public service activities: Donating money, volunteers or resources to activities designed to support a social cause - Special events: A conference, presentation, or other type of organized event that tries to address an issue of public interest Unit 6: People I Sales force management The analysis, planning, implementation, control of all activities related to the sales force These activities include crafting the structure of the sales department, delegating the tasks conducted by the salesperson, designing the selling strategies employed by the sales force and all actions related to recruiting, training, compensation and evaluation of the sales force The Sales Force Management Model Design the sales force structure Recruit members Motivating Train the sales-force Design salary structure Evaluate performance 1) Territorial sales force: Each salesperson is assigned an exclusive geographical territory to sell the company’s entire product-line 2) Product sales force: Each salesperson specialized in selling a portion of the product-line 3) Customer sales force: Each salesperson specialized in selling to specific customers or industries 4) Hybrid sales force Sales force size Workload approach: Evaluates the total amount of resources used to perform a task Training sales people Compensating people Motivating salespeople Evaluating salespeople II The Selling Process Prospecting: Devising a list of qualified customers who would be receptive to a marketing offer 13/14 Cold-calling: A euphemism meaning calling on the telephone or visiting in person the prospect unannounced Pre-approaching: Researching information about the prospect’s needs and concerns Approaching: The first meeting with a prospect The professional sales call - Initial Benefit Statement (IBS): A brief that explains your business interests with another party - Buying Centre: Decentralizing the authority to buy an expensive product from one person to many people - Gatekeepers: A list of vendors who sell products that could be of use to solve company’s needs - Objection handling: Having prepared answers to client questions or concerns Closing Following-up: The salesperson contracts the prospect after completing sale ensuring the customer is satisfied with the product III Direct marketing Benefits of direct marketing For the buyers: Quick, convenient, facilitates the possibility of customizing the order For the sellers: Capture more of the consumer surplus, does not need to build a retail presence to reach customers, offers specifically targeted to a small group or even an individual buyer Forms of direct marketing - Telephone marketing: The seller uses the telephone to contract customers - Direct mail marketing: The seller sends a marketing offer to a prospective customer through the mail, or through the telephone system in the form of a fax, voice mail - Catalogue marketing: The seller sends a marketing offer to an interested buyer - Direct-response television marketing: The seller connects to a prospect through the airwaves, either by broadcasting an informercial by advertising their product on a cable-shopping channel - Kiosk marketing: Placing mobile stands to disseminate corporate information or to collect contact information about a target market IV Support staff Employing a well-trained and knowledgeable sales force, or employing a direct marketing strategy will build customer value and satisfaction 14/14 ... even an individual buyer Forms of direct marketing - Telephone marketing: The seller uses the telephone to contract customers - Direct mail marketing: The seller sends a marketing offer to a prospective... employed by the sales force and all actions related to recruiting, training, compensation and evaluation of the sales force The Sales Force Management Model Design the sales force structure Recruit... satisfied with the product III Direct marketing Benefits of direct marketing For the buyers: Quick, convenient, facilitates the possibility of customizing the order For the sellers: Capture more of