MBA Class Agenda on Sustainable Customer Relationships

+

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



+
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?


+
Workshop 1 Review


+
Environmental Scanning
What is it?



+
The Consumer Decision Process


+
Organizational Buying Criteria


+
Marketing Research


+
Research in Action: Spaghetti Sauce

What sauce do you buy? Why?



+
Marketing Research: Example

What do you want to

know?

Who do you ask?



+
Marketing Research: Example


+
Marketing Research

What is it?


Why is it difficult?


The 5 – steps



+
Primary vs. Secondary


+
A New Source: The ―Underweb‖

Consumers web activity can reveal valuable

information

Google Flu Trends


Twitter Superbowl



+
Types of Market Research

Scanner & Shipments Data


Surveys


Buyer Panels


Internet traffic

google flu prediction


Focus groups



+
The Marketing Mix

The 4 P’s



+
Exercise: Applying the 4 P’s

Dell laptop computer


Coca Cola


Apple iPhone


Frosted Flakes


Starbucks


Paul Mitchell salon products



+
A finer classification


+
New Product Development


+ How Do New Product Get Developed?

Flash of Innovation


Structured development


Customer research



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

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

Slide 10-16

Sony’s PlayStation 2 and Microsoft’s Xbox
How does the term “new” apply?

PS2 Xbox

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

Slide 10-19

FIGURE 10-2 Consumption effects define
newness

Slide 10-20

FIGURE 10-4 Stages in the new-product
process

Slide 10-33

FIGURE 10-BWhat it takes to launch one
commercially successful new product

Slide 10-22

MARKETING NEWSNET
What Separates New-Product
Winners and Losers

Slide 10-23

When Less is More—
How Reducing the Number of Features Can
Open Up Huge Markets

Slide 10-28

FIGURE 10-3 Why did these new products
fail?

Slide 10-29

+
Case Study: 3M


3M Post-it Flag Highlighter
How are new-product ideas screened & evaluated?

+ =
3M Post-it
3M Post-it Notes Felt Tip Highlighters
Flag Highlighters

Slide 10-39

FIGURE 10-5Six important U.S. test markets
and the “demographics winner”:
Wichita Falls, Texas, metropolitan statistical
area

Slide 10-48

+
Multi-Channel Marketing


+
Multichannel Marketing

What is it?


NFL & NFLshop.com



NFL Fantasy Football


+
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



+
Multichannel Marketing Multiplier

Web – Fantasy Football


FIGURE 21-5 Why consumers shop and buy
online

Slide 21-30

+
The Long Tail

The internet opens new markets by aggregation



+
The Long Tail


FIGURE 21-1 Trend in online shoppers and
online retail sales revenue in the United
States

Slide 21-7

FIGURE 21-2 Website design elements that
drive customer experience

Slide 21-15

Harley-Davidson
What customer experience is created
by its website?

Slide 21-16

FIGURE 21-3 Internet access at home
among U.S. households

Slide 21-21

FIGURE 21-4 Online consumer retail sales
by product/service category: 2003 and 2007

Slide 21-28

MULTICHANNEL MARKETING
TO THE ONLINE CONSUMER

• Integrating and Leveraging Multiple
Channels with Multichannel Marketing
 Dual Distribution
 Multichannel Retailers
Multichannel Marketing

Slide 21-41

FIGURE 21-6 Implementing multichannel
marketing with promotional websites

Slide 21-44

+
One More Example…


+
Marketing Planning


FIGURE 22-2 The strategic marketing
process: actions and information

Slide 22-13

FIGURE A The strategic marketing phases
and corresponding output reports

Slide 22-14

THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS

• The Variety of Marketing Plans
 Long-Range Marketing Plans
 Annual Marketing Plans

Slide 22-15

FIGURE 22-3 Steps a large consumer
packaged goods firm takes in developing its
annual marketing plan

Slide 22-16

FIGURE 22-4 Porter’s four generic business
strategies

Slide 22-22

Wal-Mart and Volkswagen
Which of Porter’s generic business strategies
do these firms use?

Slide 22-23

+ Porter’s Competitive Threat Landscape


+
SWOT Analysis


+
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


+
Next Week…

Z-wing marketing plan


Submit to individual forum

Please bring paper copy to class



MBA Class Agenda on Sustainable Customer Relationships

Recommended

Recommended

More Related Content

Similar to MBA Class Agenda on Sustainable Customer Relationships

Similar to MBA Class Agenda on Sustainable Customer Relationships (20)

More from Lawrence

More from Lawrence (15)

Recently uploaded

Recently uploaded (20)

MBA Class Agenda on Sustainable Customer Relationships