+




    MBA/570

    Sustainable Customer Relationships

    Class 2
+
    Agenda

        Housekeeping
    

        Workshop 1 review: major concepts
    

        Marketing in the news
 ...
+
    Housekeeping

        Week 1 assignments
    




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
                     Marketing in the News




MAR / APR 2009       MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
+
    Google Flu
    Trends

    Google –

    predicting flu
    outbreaks

    How do they do it?


    Still time to ...
+
                     Workshop 1 Review




MAR / APR 2009       MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
    Environmental Scanning
        What is it?
    




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
    The Consumer Decision Process




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
    Organizational Buying Criteria




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
                     Marketing Research




MAR / APR 2009       MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
    Research in Action: Spaghetti Sauce




        What sauce do you buy? Why?
    


MBA / 570 SUSTAINABLE CUSTOMER R...
+
+
    Marketing Research: Example

        What do you want to
    
        know?

        Who do you ask?
    




MBA ...
+
    Marketing Research: Example




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
    Marketing Research

        What is it?
    

        Why is it difficult?
    

        The 5 – steps
    




M...
+
    Primary vs. Secondary




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
    A New Source: The ―Underweb‖

        Consumers web activity can reveal valuable
    
        information

        ...
+
    Types of Market Research

        Scanner & Shipments Data
    

        Surveys
    

        Buyer Panels
    
...
+
    The Marketing Mix

        The 4 P’s
    




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
    Exercise: Applying the 4 P’s

        Dell laptop computer
    

        Coca Cola
    

        Apple iPhone
    ...
+
    A finer classification




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
                     New Product Development




MAR / APR 2009       MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
+ How Do New Product Get Developed?

       Flash of Innovation
   

       Structured development
   

       Customer ...
FIGURE 10-AWhy new-product development
     can be a dice roll: some forecasts




MBA / 570 SUSTAINABLE CUSTOMER RELATION...
NEW PRODUCTS AND WHY THEY
                 SUCCEED OR FAIL

       • What is a New Product?
              Newness Compare...
Sony’s PlayStation 2 and Microsoft’s Xbox
                              How does the term “new” apply?




  PS2          ...
NEW PRODUCTS AND WHY THEY
                 SUCCEED OR FAIL

       • What is a New Product?
              Newness from th...
FIGURE 10-2 Consumption effects define
     newness




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
    ...
FIGURE 10-4 Stages in the new-product
     process




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
     ...
FIGURE 10-BWhat it takes to launch one
     commercially successful new product




MBA / 570 SUSTAINABLE CUSTOMER RELATIO...
MARKETING NEWSNET
                    What Separates New-Product
                       Winners and Losers




MBA / 570 S...
When Less is More—
   How Reducing the Number of Features Can
   Open Up Huge Markets




MBA / 570 SUSTAINABLE CUSTOMER R...
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
FIGURE 10-3 Why did these new products
     fail?




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
      ...
+
    Case Study: 3M




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
3M Post-it Flag Highlighter
                  How are new-product ideas screened & evaluated?




                        ...
FIGURE 10-5Six important U.S. test markets
     and the “demographics winner”:
     Wichita Falls, Texas, metropolitan sta...
+
+
                     Multi-Channel Marketing




MAR / APR 2009       MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+
    Multichannel Marketing

        What is it?
    

        NFL & NFLshop.com
    




MBA / 570 SUSTAINABLE CUSTOME...
NFL Fantasy Football




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
NFL Weekly Update E-Mail
NFL Commercial
NFL Shop Catalog
NFLSHOP.COM
Facebook Advertisement
The Next E-Mail
+
    Putting it all together

        Web – Fantasy Football
    
            He likes the Steelers
        


        ...
+
    Multichannel Marketing Multiplier




        Web – Fantasy Football
    
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSH...
FIGURE 21-5 Why consumers shop and buy
     online




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
     ...
+
    The Long Tail




        The internet opens new markets by aggregation
    



MBA / 570 SUSTAINABLE CUSTOMER RELA...
+
    The Long Tail




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
FIGURE 21-1 Trend in online shoppers and
     online retail sales revenue in the United
     States




MBA / 570 SUSTAINA...
FIGURE 21-2 Website design elements that
     drive customer experience




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS  ...
Harley-Davidson
                           What customer experience is created
                                     by its...
FIGURE 21-3 Internet access at home
     among U.S. households




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / AP...
FIGURE 21-4 Online consumer retail sales
     by product/service category: 2003 and 2007




MBA / 570 SUSTAINABLE CUSTOME...
MULTICHANNEL MARKETING
                TO THE ONLINE CONSUMER

       • Integrating and Leveraging Multiple
         Chann...
FIGURE 21-6 Implementing multichannel
     marketing with promotional websites




MBA / 570 SUSTAINABLE CUSTOMER RELATION...
+
    One More Example…




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
+
                     Marketing Planning




MAR / APR 2009       MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
FIGURE 22-2 The strategic marketing
     process: actions and information




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS...
FIGURE A The strategic marketing phases
     and corresponding output reports




MBA / 570 SUSTAINABLE CUSTOMER RELATIONS...
THE PLANNING PHASE OF THE
         STRATEGIC MARKETING PROCESS

       • The Variety of Marketing Plans
              Lon...
FIGURE 22-3 Steps a large consumer
     packaged goods firm takes in developing its
     annual marketing plan




MBA / 5...
FIGURE 22-4 Porter’s four generic business
     strategies




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 20...
Wal-Mart and Volkswagen
                     Which of Porter’s generic business strategies
                               ...
+ Porter’s Competitive Threat Landscape




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
    SWOT Analysis




MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS   MAR / APR 2009
+
    Developing a Marketing Plan

        There is no magic bullet or template
    

        Some of the best are 5 page...
+
    Next Week…

        Z-wing marketing plan
    

        Submit to individual forum
    
            Please bring p...
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Powerpoint slides for class 2 of MBA 570 Spring 2009

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mba570.marapr09.class2

  1. 1. + MBA/570 Sustainable Customer Relationships Class 2
  2. 2. + Agenda Housekeeping  Workshop 1 review: major concepts  Marketing in the news  Marketing research  Product development  Interactive marketing  Marketing planning  Next time…  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  3. 3. + Housekeeping Week 1 assignments  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  4. 4. + Marketing in the News MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  5. 5. +
  6. 6. + Google Flu Trends Google –  predicting flu outbreaks How do they do it?  Still time to get a  flu shot! How else could this  be used? MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  7. 7. + Workshop 1 Review MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  8. 8. + Environmental Scanning What is it?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  9. 9. + The Consumer Decision Process MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  10. 10. + Organizational Buying Criteria MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  11. 11. + Marketing Research MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  12. 12. + Research in Action: Spaghetti Sauce What sauce do you buy? Why?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  13. 13. +
  14. 14. + Marketing Research: Example What do you want to  know? Who do you ask?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  15. 15. + Marketing Research: Example MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  16. 16. + Marketing Research What is it?  Why is it difficult?  The 5 – steps  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  17. 17. + Primary vs. Secondary MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  18. 18. + A New Source: The ―Underweb‖ Consumers web activity can reveal valuable  information Google Flu Trends  Twitter Superbowl  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  19. 19. + Types of Market Research Scanner & Shipments Data  Surveys  Buyer Panels  Internet traffic  google flu prediction  Focus groups  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  20. 20. + The Marketing Mix The 4 P’s  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  21. 21. + Exercise: Applying the 4 P’s Dell laptop computer  Coca Cola  Apple iPhone  Frosted Flakes  Starbucks  Paul Mitchell salon products  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  22. 22. + A finer classification MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  23. 23. + New Product Development MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  24. 24. +
  25. 25. + How Do New Product Get Developed? Flash of Innovation  Structured development  Customer research  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  26. 26. FIGURE 10-AWhy new-product development can be a dice roll: some forecasts MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-60
  27. 27. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • What is a New Product?  Newness Compared with Existing Products  Newness in Legal Terms (Regular Distribution?) • Regular Distribution  Newness from the Company’s Perspective MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-16
  28. 28. Sony’s PlayStation 2 and Microsoft’s Xbox How does the term “new” apply? PS2 Xbox MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-17
  29. 29. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • What is a New Product?  Newness from the Consumer’s Perspective • Continuous Innovation • Dynamically Continuous Innovation • Discontinuous Innovation MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-19
  30. 30. FIGURE 10-2 Consumption effects define newness MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-20
  31. 31. FIGURE 10-4 Stages in the new-product process MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-33
  32. 32. FIGURE 10-BWhat it takes to launch one commercially successful new product MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-22
  33. 33. MARKETING NEWSNET What Separates New-Product Winners and Losers MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-23
  34. 34. When Less is More— How Reducing the Number of Features Can Open Up Huge Markets MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-28
  35. 35. MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  36. 36. FIGURE 10-3 Why did these new products fail? MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-29
  37. 37. + Case Study: 3M MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  38. 38. 3M Post-it Flag Highlighter How are new-product ideas screened & evaluated? + = 3M Post-it 3M Post-it Notes Felt Tip Highlighters Flag Highlighters MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-39
  39. 39. FIGURE 10-5Six important U.S. test markets and the “demographics winner”: Wichita Falls, Texas, metropolitan statistical area MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-48
  40. 40. +
  41. 41. + Multi-Channel Marketing MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  42. 42. + Multichannel Marketing What is it?  NFL & NFLshop.com  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  43. 43. NFL Fantasy Football MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  44. 44. NFL Weekly Update E-Mail
  45. 45. NFL Commercial
  46. 46. NFL Shop Catalog
  47. 47. NFLSHOP.COM
  48. 48. Facebook Advertisement
  49. 49. The Next E-Mail
  50. 50. + Putting it all together Web – Fantasy Football  He likes the Steelers  E-Mail – weekly game preview  Television – Steelers gear commercial  Direct mail – customized catalog  NFLShop.com – more customization  Facebook – discount for abandoned shopping cart  E-Mail – game preview with gear advertisement  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  51. 51. + Multichannel Marketing Multiplier Web – Fantasy Football  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  52. 52. FIGURE 21-5 Why consumers shop and buy online MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-30
  53. 53. + The Long Tail The internet opens new markets by aggregation  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  54. 54. + The Long Tail MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  55. 55. FIGURE 21-1 Trend in online shoppers and online retail sales revenue in the United States MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-7
  56. 56. FIGURE 21-2 Website design elements that drive customer experience MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-15
  57. 57. Harley-Davidson What customer experience is created by its website? MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-16
  58. 58. FIGURE 21-3 Internet access at home among U.S. households MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-21
  59. 59. FIGURE 21-4 Online consumer retail sales by product/service category: 2003 and 2007 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-28
  60. 60. MULTICHANNEL MARKETING TO THE ONLINE CONSUMER • Integrating and Leveraging Multiple Channels with Multichannel Marketing  Dual Distribution  Multichannel Retailers Multichannel Marketing MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-41
  61. 61. FIGURE 21-6 Implementing multichannel marketing with promotional websites MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-44
  62. 62. + One More Example… MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  63. 63. +
  64. 64. + Marketing Planning MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  65. 65. FIGURE 22-2 The strategic marketing process: actions and information MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-13
  66. 66. FIGURE A The strategic marketing phases and corresponding output reports MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-14
  67. 67. THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS • The Variety of Marketing Plans  Long-Range Marketing Plans  Annual Marketing Plans MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-15
  68. 68. FIGURE 22-3 Steps a large consumer packaged goods firm takes in developing its annual marketing plan MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-16
  69. 69. FIGURE 22-4 Porter’s four generic business strategies MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-22
  70. 70. Wal-Mart and Volkswagen Which of Porter’s generic business strategies do these firms use? MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-23
  71. 71. + Porter’s Competitive Threat Landscape MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  72. 72. + SWOT Analysis MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  73. 73. + Developing a Marketing Plan There is no magic bullet or template  Some of the best are 5 pages long  ―I have only made this letter longer because I have not had the time to make it shorter.‖ Blaise Pascal, (1623-1662) Lettres provinciales. ―If you want me to give you a two-hour presentation, I am ready today. If you want only a five-minute speech, it will take me two weeks to prepare.‖ Mark Twain MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  74. 74. + Next Week… Z-wing marketing plan  Submit to individual forum  Please bring paper copy to class  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

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