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Powerpoint slides for class 2 of MBA 570 Spring 2009

Powerpoint slides for class 2 of MBA 570 Spring 2009

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mba570.marapr09.class2 mba570.marapr09.class2 Presentation Transcript

  • + MBA/570 Sustainable Customer Relationships Class 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
  • + 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 get a  flu shot! How else could this  be used? MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • + 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 RELATIONSHIPS MAR / APR 2009
  • +
  • + Marketing Research: Example What do you want to  know? Who do you ask?  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • + Marketing Research: Example MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • + Marketing Research What is it?  Why is it difficult?  The 5 – steps  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • + Primary vs. Secondary MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • + 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
  • + 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
  • + 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  Frosted Flakes  Starbucks  Paul Mitchell salon products  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • + 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 research  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • FIGURE 10-AWhy new-product development can be a dice roll: some forecasts MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-60
  • 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
  • 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
  • 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
  • FIGURE 10-2 Consumption effects define newness MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-20
  • FIGURE 10-4 Stages in the new-product process MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-33
  • FIGURE 10-BWhat it takes to launch one commercially successful new product MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-22
  • MARKETING NEWSNET What Separates New-Product Winners and Losers MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 10-23
  • 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
  • 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 Slide 10-29
  • + Case Study: 3M MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • 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
  • 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
  • +
  • + Multi-Channel Marketing MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  • + Multichannel Marketing What is it?  NFL & NFLshop.com  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • 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  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
  • + Multichannel Marketing Multiplier Web – Fantasy Football  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • FIGURE 21-5 Why consumers shop and buy online MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-30
  • + The Long Tail The internet opens new markets by aggregation  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  • + 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 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-7
  • FIGURE 21-2 Website design elements that drive customer experience MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-15
  • Harley-Davidson What customer experience is created by its website? MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-16
  • FIGURE 21-3 Internet access at home among U.S. households MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-21
  • 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
  • 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
  • FIGURE 21-6 Implementing multichannel marketing with promotional websites MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-44
  • + 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 MAR / APR 2009 Slide 22-13
  • FIGURE A The strategic marketing phases and corresponding output reports MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-14
  • 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
  • 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
  • FIGURE 22-4 Porter’s four generic business strategies MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 22-22
  • 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
  • + 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 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
  • + Next Week… Z-wing marketing plan  Submit to individual forum  Please bring paper copy to class  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009