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Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing
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Marketing Comprehensive Examination 2008, Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing

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Marketing Comprehensive Examination 2008,By M C Rashid khan Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing, Demarketing, Customer value Maximization, Value creating …

Marketing Comprehensive Examination 2008,By M C Rashid khan Clinical Marketing, Bi-marketing, Crazy marketing, role of music in marketing, Demarketing, Customer value Maximization, Value creating process

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    • 1. Comprehensive Exam 2008
      • Prof M C Rashid Khan
      • [email_address]
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 2. Crazy Marketing
      • Creating high curiosity among the customers through innovative communication mix strategy (PR, Advertisement, Promotion, publicity etc).
      • Providing innovative and break through product .
      • Generate high demand in less time for a product .
      • Using seduction and adventurous stunts in ads
      • Applying loss leader strategy in pricing
      • Making the product available everywhere through out 24/7.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 3. Connected Marketing
      • It is umbrella term for viral , buzz and word of mouth marketing .
      • Any promotional activities that uses word of mouth connections between people , whether digital or traditional as communication media to stimulate demand.
      • Example: Connected customers
      • Direct friends
      • Friends-of-friends
      • New connectivity tools: Web, GSM, SMS, Messenger, Blogs
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 4. Green Marketing
      • . Marketing efforts to produce, promote, and reclaim environmentally sensitive products are called green Marketing
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 5. Example of Green marketing
      • Taj Hotel prides in being eco-friendly
      • It uses herbal toiletries , no smoking designated rooms, stationary from recycled papers and educating guests on the need to protect Mother earth by using less detergents.
      • Avoided the poly-utherane bags
      • DTC uses CNG after court order
      • Wastage management my MCD and corporate
      • Philips introduces energy saving fluorescent bulbs
      • McDonald wastage reduction and un-bleached paper carry out bags
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 6. Ethical Marketing
      • An emergent and growing marketing philosophy
      • Companies continually strive to find morally effective ways to attract and retain customers
      • Handling marketing in a way that contributes to the well being of society, do what is right , obey laws,
      • Companies not only consider its customers and its profitability but also the good of the wider community (local and globally)
      • It Leads to better market share and profitability
      • Consumer protection and curbing potential harm.
      • Example of unethical marketing : high price, poor service, deceptive practices, high pressure selling , privacy invasion, producing shoddy and unsafe products , creates barriers to other players to entry etc.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 7. Unethical Practices Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 8. Marketing Mix
      • Marketing Mix is particular combination of the products , its price , the method to promote it and the ways to make the product available to the customers
      • Based upon its understanding of customers a company develop its marketing mix of product , price , place and promotion
      • Managers must manage these 4p’s in a way that they satisfy customers needs better than the competitors
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 9. What Is a Product ?
      • Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Kotler.
      • A product is a total package of attributes the customers obtains when making a purchase. … Quelch
      • A product is any offering by a company to a market that serves to satisfy customer needs and wants.
      • It can be an object, service, idea, etc
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 10. Product Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
      • Product decision involves deciding what goods or services should be offered to customers
      • The products or services serves the basic needs of the customers
      • It provides the primary value to the customers
      • As technologies and tastes changes product become out of date and inferior to the competition
      • Company must replace them with new designs and features that customers value
      • Products decisions involves choices regarding brand , names , warranties , Packaging and services
    • 11. Price
      • Price is the cost that customer is willing to bear for the product
      • Payment period and credit terms also affect the real price received in any transaction
      • Change in price can damage customer perceptions about the value of the product
      • If price is reduced customers may start regarding it as an inferior quality product
      • Higher price may also bring negative impact
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 12. Promotions
      • Decisions have to be made with respect to promotion mix , advertising , personal selling , sales Promotion, exhibition, sponsorship and public relations
      • By these means the target audience is made aware of the existence of product and the benefits that it confers to customers
      • Example: an expensive product like machinery with limited number of customers should be promoted through personal contacts between the buyers and sales persons
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 13. Place
      • It involves decisions concerning distribution channels to be used
      • Location of outlets
      • Method of transportation
      • Inventory level to be held
      • Product should be available in right quantity at right time and place
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 14. Distribution Channel
      • Independent intermediaries , such as retailers , wholesales and distributors through which goods passed onto the customers
      • They provide cost effective access to the market place
      • Company has to manage and structure good relationship with intermediaries
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 15. Function of distribution channel
      • Transfer product from manufacturer to the customers
      • Pass information from manufacturer to the customers
      • Retrieve payments from the customers to the manufacturers
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 16. Segmentation
      • Segmentation is the process of clubbing together similar customers in a group so that thy can continue to segments its market into smaller and more homogeneous (same) groups.
      • It can be used as a vehicle for entering a market.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 17. Target Market
      • A company may not have the resources and the capabilities to serve all the segments
      • It may decide to serve one or more segment depending upon its capabilities and resources
      • The segment that a company chooses to serve is called target market
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 18. Positioning
      • Positioning is the process of creating a distinct offer and communicating it to the customers
      • The process of positioning is continuous in nature and it should always be proactive because new needs and competitors keep cropping up.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 19. Marketing Redefined
      • “ Marketing is a process of satisfying customer’s demand for a product or service or solution beyond his / her expectations , taking into account customer value or value addition to customer and social responsibility as compared with a competitor.”
      • -- Dr. P. L. Maggu
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 20. De-Marketing
      • Marketers attempt to reduce the demand for a product when the demand for the product is greater than the manufacturer's ability to produce it.
      • Demarketing strategies involve raising prices, reducing advertising or promotion activities, or eliminating product benefits.
      • Demarketing does not aim to destroy the demand but only to lower it to make it level with the ability to produce the product.
      • Eg: An oil company is faced with an ever increasing demand. The marketer here has to de-market oil by educating motorist on the importance of conservation of oil.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 21. Dual Marketing
      • “ When a new product in being marketed and existing old product is being demarketed using a company’s goodwill for the old product in introducing the new one by withdrawing the old product at the same moment.” Dr. P. L. Maggu
      • This type of situation has been designated as the concept of dual marketing.
      • The business situation in which the concept of dual marketing can be visualized for example:
      • A business situation in which a company uses its brand name to introduce a new product in place of the existing product or a substitute product by withdrawing it from the market on account of the following reasons:
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 22. Dual Marketing Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
      • Inability to maintain the desired price ,product quality in the global market.
      • Rapid change in technology and incapability to cope up with it.
      • considering to increase the cost of existing product by changing its pattern and design
      • Replace the existing product anticipating the shortage of raw materials as per the government changed business policies.
    • 23. Bi Marketing Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
      • “ When a company markets a product as a major product and introduces a new product as a minor product the cost of which may be included in the major product and further the minor product is not being produced by any other competitor . Minor product is just a sample product which after some time may be inducted as a major product . This situation has been designated here as Bi-Marketing.” Dr. P. L. Maggu
      • Example: A business situation in which a company is introducing a gift product along with the major (main) product.
    • 24. Customer Value Maximization
      • Providing superior product than its competitors
      • Customizing the product as per customer requirement
      • Communicating the customers about the benefits and usage of the products and services.
      • Providing product at less price , value for money
      • Making the product available at the convenient locations
      • Giving customers full freedom for product and service choice
      • Listening to the customers with empathy and solving their problems immediately
      • Maintaining long term interactive relationship with the customers.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 25. Value Creating Process
      • Bring voice of the customer in the organization
      • Develop a value proposition and competitive positioning based on customers needs
      • Integrating the product ,pricing, placement, and promotion policies to deliver what the target market wants.
      • Example: Godrej-GE provides inbuilt curd make in its 400 liter fridge.
      • Example: Virgin Atlantic adds new service for no cost or negligible cost .
      • Example: FedEx provides the details of assignments free of cost on its websites and even mention name of persons who received the assignments.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 26. STP of Rebook
      • Segment : aiming at the high end segment of those with the income of Rs. 4 to 5 lacs
      • Targeting the Urban marketing in the initial phase later focused on “B” category cities.
      • Positioning : Initially Youths(boys and girls) especially sports loving individuals. Later young working women.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 27. Segment strategy
      • Geographic : region , state , city , rural ,urban
      • Demographic : Income, age , gender, family life cycle, social class , education, occupation, ethnic back ground etc.
      • Psychographic : Personality , lifestyle, values .
      • Behavioral : Benefits desired , user rate
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 28. Target Market Strategy
      • Mass Marketing strategy
      • Example: Vitamin tables, soap , pen etc.
      • Single segment strategy(Niche marketing)
      • Example: Royal Royce , Ferrari, Mercedes , Apollo Hospitals offering Cradle for pregnant omen
      • Multi segment strategy
      • Example: University offering course for Executive as well as regular students. Evian bottled water targeting athletes as well as pregnant women and environmentalists
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 29. Positioning Strategies
      • Positioning is the act of fixing the locus (place) of the products in the minds of the target customers .
      • Selecting the positioning concept (i.e, what is important to the target markets)
      • Design dimension and features that most effectively convey the position ( brand name, a slogan, the appearance etc)
      • Coordinate the marketing mix components to convey a consistent position ( consistently conveying the same positioning of marketing mix)
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 30. Clinical marketing
      • Concept 1 : Marketing under observation by the marketers /users.
      • Example: Try to Know why a particular toy attracts most of the kids.
      • Concept 2: Selling clinical research (psychological / medical R & D data ) to the target market.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 31. What is Marketing strategy
      • “ A marketing strategy is a process that can allow an organisation to concentrate its limited resources on the greatest opportunities (to increase sales and profit) and achieve sustainable competitive advantage”
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 32. Element of marketing Strategy
        • Marketing strategy : a firm’s overall program for selecting and satisfying a target market
        • Elements of Marketing strategies :
      • Product selection(Customization /standardization)
      • Market selection
      • Setting the price
      • Choosing the distribution system (company sales force distributors, agents , franchise out let, wholesale , retail)
      • Communication strategy (Print and television advertising, direct mail, trade show, sampling, telemarketing, point of sales displays)
      • Plant location
      • Technical service
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 33. Market Driven
      • Market Driven : strategies begin with an unmet customer need .
      • Customers are known, they can be easily surveyed.
      • Their needs are explicit . We can test customer satisfaction with the new product.
      • Example: Adding internet-enabling technology to a Palm PDA, mobile handsets .
      • The role of marketing:
      • Carefully researching the unmet customers needs
      • Devising a marketing plan that effectively communicates the availability of the incremental innovation at an acceptable price point and at a convenient distribution place.
      • Motorola utmost focused on product and ignoring the customer interest in digital technology led the rise of its competitors like Nokia, Ericssion, Qualcomm .
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 34. Market driving
      • Strategy begin with a new technology .
      • Example; The Original Palm PDA, Lap top, I-Pod etc.
      • These types of products innovation is describe as breakthrough.
      • Customers need to be educated about their need , use , availability of the product etc.
      • Qualitative Marketing research is used
      • Marketers need to research customers and their expressed and latent needs.
      • Role of marketer is to
      • Create new customers
      • Company should keep on innovating the product and should not be obsessed with the technologies.
      • Example: Palm PDA , replaced by Newton PDA of Apple.
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 35. Role of Music in Marketing
      • It creates warmth and friendliness and foster healthy public relation
      • The jingles increases the recall value of the product/service
      • It provides aesthetic value and cerate soothing selling environment
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 36. What is Co-branding?
      • Use of multiple brand names together
      • on a single product or service to the
      • mutual benefit of both
      • brands
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 37. Role of co-branding in advertising
      • It increase the visibility of the both the brands
      • It help to reduce advertisement costs
      • It widens the reach of its communication
      • It helps to maintain effective Public relation
      • It make promotion and publicity easier
      • It helps to improve Sales guarantee/security
      • It creates awareness among the mass about the utility of the products
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 38. Recession
      • Income, production and employment fall
      • Reduced demand for goods and services
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 39. Recession Marketing Strategies
        • Improve existing products
        • Introduce new products
        • Maintain customer services
        • Emphasize top-of -the line products and promote product value
      Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
    • 40.  
    • 41.  

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