Mkt571.Augsep09.5

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marketing 571 class presentation Summer/Fall 2009

marketing 571 class presentation Summer/Fall 2009

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  • 1. Welcome Marketing 571, Class 5 August / July 2009 Lawrence Linn Friday, September 11, 2009
  • 2. Housekeeping • Classic Airlines Papers • Group project Friday, September 11, 2009
  • 3. Concept Review Friday, September 11, 2009
  • 4. Topic Entering foreign markets Friday, September 11, 2009
  • 5. products and services and its attractiveness as a market to foreign firms depend o Direct nomic, political-legal, and cultural environments. investment Suppose a company has assembled a list of potential markets to enter. How does • Somebody explain this to me among them? Many companies prefer to sell to neighboring countries because the stand these countries better and can control their costs more effectively. It is not s that the two largest U.S. export markets are Canada and Mexico, or that Swedish co first sold to their Scandinavian neighbors. As growing numbers of U.S. companie Joint • Can we have some examples? abroad, many are deciding the best place to start is next door. Commitment, Risk, Control, and Profit Potential ventures At other times, psychic proximity determines choices. Many U.S. firms prefer Canada, England, and Australia—rather than in larger markets such as Germany and because they feel more comfortable with the language, laws, and culture. Companie be careful, however, in choosing markets according to cultural distance. Besides the potentially better markets may be overlooked, it also may result in a superficial an Licensing some very real differences among the countries. It may also lead to predictable m actions that would be a disadvantage from a competitive standpoint.24 Regardless of how chosen, it often makes sense to operate in fewer countrie deeper commitment and penetration in each. In general, a company prefers to en Direct tries (1) that rank high on market attractiveness, (2) that are low in market risk, a exporting which it possesses a competitive advantage. Here is how Bechtel Corporation, the c tion giant, goes about evaluating overseas markets. B E C H T E L C O R P O R AT I O N Indirect Bechtel provides premier technical, management, and directly related services to develop, manage exporting build, and operate installations for customers in nearly 60 countries worldwide. Before Bechtel ventur markets, the company starts with a detailed strategic market analysis. It looks at its markets and trie mine where it should be in four or five years’ time. A management team does a cost-benefit analys | FIG. 21.2 | tors in the position of competitors, infrastructure, regulatory and trade barriers, and the tax situation porate and individual). Ideally, the new market should be a country with an untapped need for its p Five Modes of Entry into Foreign services; a quality, skilled labor pool capable of manufacturing the product; and a welcoming environ Markets ernmental and physical). Friday, September 11, 2009 Are there countries that meet Bechtel’s requirements? Although Singapore has
  • 6. Friday, September 11, 2009
  • 7. Topic Channel Strategies Friday, September 11, 2009
  • 8. pany’s recycling center in California.9 FIGURE 13.3 Consumer and Industrial Marketing Channels (a) Consumer marketing channels (b) Industrial marketing channels 0-level 1-level 2-level 3-level 0-level 1-level 2-level 3-level Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer's Manufacturer's Wholesaler Wholesaler representative sales branch Jobber Industrial Retailer Retailer Retailer distributors Industrial Industrial Industrial Industrial Consumer Consumer Consumer Consumer customer customer customer customer Friday, September 11, 2009
  • 9. 248 Part V Delivering Value FIGURE 13.4 The Value-Adds Versus Costs of Different Channels High Sales force Value-added partners Value-Add of Sale Direct sales Distributors channels Retail stores Telemarketing "Indirect" channels Internet Direct marketing channels Low Low High Cost per Transaction Source: Oxford Associates, adapted from Dr. Rowland T. Moriarty, Cubex Corp. CHANNEL-MANAGEMENT DECISIONS Friday, September 11, 2009 After a firm has chosen a channel alternative, individual intermediaries must be
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  • 11. debate Advertising - should we focus on accountability or branding? Friday, September 11, 2009
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  • 16. =A?&9+6E4&0(*+&)(,-3.(6&0+5-(& 5+2-4-3.4 <@8#,%"*(A 4#"(*@+;85*(-9B/*5,*0("+'/01,2(-"6/'"#0 "+'/01,2(67( $*;#1"+8:/&, ?:7(1#54C((D#&&*"(;#;,C(B+,&+" $+$,C E"#,,("+'/01(8#/0',(8*"($#55+"(FGH(@(G(*@8#,%"*I -"*(&%,'#;*",(+&'/.*(#"(8+,,/.*C 9#J*(.,3(4/0+5(8:+,*(#4(+%'#;#6/5*(8%"&:+,* !"#$%&'( 6%"0(/0'#(;*;#"7(.,3(:*58(,*+"&: )*+'(,(%% K#?(;%&:(/04#";+'/#0(0**$,('#(6*(&#0.*7*$C -,$*.(/0( 9#0,/$*"+'/#0 L0#?5*$1*2(8"*4*"*0&*2('"/+5 1'(2('(,3( 4'5+. 6(#&'37+%( !"#$!%&'()*+,-./&'(.(/+0+., Friday, September 11, 2009
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  • 23. Friday, September 11, 2009
  • 24. video Friday, September 11, 2009
  • 25. Topic outdoor advertising Friday, September 11, 2009
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  • 27. Topic Multichannel marketing integrated marketing communications Friday, September 11, 2009
  • 28. Chapter 15 Designing and Managing Integrated Marketing Communications 281 TABLE 15.1 Common Communication Platforms Events/ Personal Direct Advertising Sales Promotion Experiences Public Relations Selling Marketing Print and broadcast ads Contests, games, Sports Press kits Sales Catalogs sweepstakes, lotteries presentations Packaging—outer Entertainment Speeches Sales meetings Mailings Packaging—inserts Premiums and gifts Festivals Seminars Incentive Telemarketing programs Motion pictures Sampling Arts Annual reports Samples Electronic shopping Brochures and booklets Fairs and trade shows Causes Charitable Fairs and TV shopping donations trade shows Posters and leaflets Exhibits Factory tours Publications Fax mail Directories Demonstrations Company Community relations E-mail museums Reprints of ads Coupons Street activities Lobbying Voice mail Billboards Rebates Identity media Display signs Low-interest Company magazine financing Point-of-purchase Entertainment displays Audiovisual material Trade-in allowances Symbols and logos Continuity programs Videotapes Tie-ins media. Four represent major communication functions—encoding, decoding, response, and feedback. The last element in the system is noise (random and competing messages that Friday, September 11, 2009
  • 29. What are channels? direct mail mobile email radio web TV Friday, September 11, 2009
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  • 32. video Friday, September 11, 2009
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  • 37. data $1,050 $730 $502 $520 $194 $242 $121 web store catalog catalog+internet internet+retail catalog+retail catalog+retail + internet Friday, September 11, 2009
  • 38. data Friday, September 11, 2009
  • 39. Share of Ad Spending Local TV Internet 14.8% 5.9% 4.5% 2.5% Network TV National Magazines 17.1% Cable TV 2.4% National Magazines Local TV 7.2% Internet Local Newspapers Hispanic TV Cable TV Syndicated TV 22.7% Network TV Other 22.8% source: Nielsen Online, AdAcross, Marketingcharts.com Friday, September 11, 2009
  • 40. video Friday, September 11, 2009
  • 41. video Friday, September 11, 2009
  • 42. Topic Presentation hints Friday, September 11, 2009
  • 43. video Friday, September 11, 2009
  • 44. More Tips • Look at online materials forum • Slides support speakers • Have hip-pocket slides • Be prepared • Use pictures, not clip art - www.compfight.com • Have fun, create a story arc Friday, September 11, 2009
  • 45. before after Friday, September 11, 2009
  • 46. before after Friday, September 11, 2009
  • 47. before after Friday, September 11, 2009
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