What is Marketed? Goods Services Events and experiences Persons Places and properties Organizations Information Ideas
Demand States Negative Nonexistent Latent Declining Irregular Unwholesome Full Overfull
Marketing Mix and the Customer Four Ps Product Price Place Promotion Four Cs Customer solution Customer cost Convenience Communication
Marketing Management Tasks Developing marketing strategies Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth
Read ch 1 and 2 of Aaker (gallo case!) At Amazon, Marketing Is for Dummies Presentation: 5% grade Pretend that Muji is coming to Colombia. Make an external and customer analysis like the one seen in Gatorade for Muji. Maximum of ten slides, groups of three people max. Each member of the group must upload slides Please upload powerpointsin moodle (next class)
What benefits do these companies receive from Marketing Management Gallo Muji Gatorade
Methods of Organizing Marketing Department
Steps and Procedures in Staffing and Managing Marketing Personnel
Unsophisticated Budgeting Approaches
Sophisticated Budgeting Approaches
Definition of Marketing Control
Definition of Marketing Evaluation
Control Process for the Marketing Plan
Marketing Evaluation Techniques
D’Aveni’s Four-Arena Analysis Study trends and looking for discontinuities Firms compete in four arenas cost/quality; timing/know-how; barriers to entry; and deep pockets -- Competition in each arena escalates up a ladder of intensity until competitors fall out, or shift arenas.
Tool: Four Arena Analysis Thus the analysis consists of: identifying which arenas are hot; tracing the ladder of escalation; trying to predict when the competition might shift into a new arena; trying to predict the next hot arena. An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.
Tool: Four Arena Analysis An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.
Tool: Four Arena Analysis Cost & Quality Cost leadership vs differentiation Timing & Know-how First mover advantages vs fast-follower advantages Experience Curve
Barriers to Entry
Knowledge, capital barriers, etc (often built with timing & know-how)
Patents & other legal walls.
Distribution agreements or patterns.
The competitive landscape.
Brawn often overcomes position and brains and speed.