NHTV Introduction to Marketing 2011 - lecture  2 / chapter 2, 5
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NHTV Introduction to Marketing 2011 - lecture 2 / chapter 2, 5

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This is the presentation from the NHTV course Introduction to Marketing for fasttrack students ITMC & ITTI 2011....

This is the presentation from the NHTV course Introduction to Marketing for fasttrack students ITMC & ITTI 2011.

Topics:
- Global marketing environmnet
- Segementiation, targeting and positioning

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  • Economic growth and unemployment directly affect spending power Low interest rates means booming consumer borrowing and spending: housing, electronic consumer goods, automobiles etc. Less tax means more disposable income
  • Demographic forces : three major forces 1. world population growth, changing age distribution and changes in household composition Culture is the combination of values, beliefs and attitudes possessed by a national group. This affects the way you do business in different countries.
  • Note: Replace BP ad with Exhibit 2.5 (Toyota Prius)
  • The European Union – is driving many markets to a single European market Pro-competitive legislation – to ensure that competition is fair and equal Consumer legislation –to protect consumers (e.g. to ensure advertising is clear and not misleading) Codes of practice – from within the industry (UK Advertising Standards Authority)
  • Inserted new slide
  • what to scan - e.g. value of the yen for companies doing business in Japan how to organize – mostly senior members of management or dedicated unit
  • BARRIERS TO CHANGE Ignorance occurs when scanning is poor and the company does not have a clue Delay happens when e.g. bureaucracy gets in between understanding the force and taking appropriate action RESPONSES Retrenchment – we stick to our current position and only cut costs to compensate for lost sales -> nothing changes the fact that you’re loosing sales – downward spiral Gradual strategic repositioning – gradual and planned approach to adapting to the changing marketing environment Radical strategic repositioning – to avoid a crisis, changes might be needed quick and forceful
  • Note: Replace Maltesers ad with Exhibit 5.2 (Nokia 7270)
  • Note: Replace Maltesers ad with Exhibit 5.2 (Nokia 7270)
  • Note: New Slide
  • Note: Replace Maltesers ad with Exhibit 5.2 (Nokia 7270)

NHTV Introduction to Marketing 2011 - lecture  2 / chapter 2, 5 NHTV Introduction to Marketing 2011 - lecture 2 / chapter 2, 5 Presentation Transcript

  • Introduction to Marketing, chapter 2 the global marketing environment Rob Simons | simons.r@nhtv.nl | @rmsimons
  • Introduction @rmsimons My background:
    • ITMC Alumnus
    • Online Marketing Manager – wiki-travel guide Earth.org
    • NHTV: mostly (online) marketing courses
    • MSc in Marketing at VU (class of 2012)
    • Born in 1980
  • what’s on the menu:
      • what is meant by the term ‘marketing environment’
      • the distinction between microenvironment and the macroenvironment
      • the macroenvironment
      • the microenvironment
      • how companies respond to environmental change
    • chapter 5: Market Segmentation, Targeting, and Positioning
      • The marketing environment consists of the actors and forces which affect a company’s capability to operate effectively in providing products and services to is chosen markets.
      • It can be classified into:
        • the macroenvironment
        • the microenvironment
    1. what is meant by ‘the marketing environment’
  • 2. the distinction between microenvironment and the macroenvironment Macroenvironment consists of a number of broader forces that affect not only the company, but also the other actors in the microenvironment. (these are largely uncontrollable) Microenvironment actors in the firm’s immediate environment or business system that affect its capabilities to operate effectively in its chosen markets (to a certain extend, the company has control over these forces)
    • “ It is useless to tell a river to stop running –the best thing is to learn how to swim in the direction in which it is flowing”- Anonymous
    3. the macroenvironment follow me!
    • economic growth and unemployment
    • interest and exchange rates
    • taxation and inflation
    economic forces impact on how well-off consumer feel, and affect their future spending on goods and services.
    • Demographic forces
    • Cultural forces
    • Corporate social responsibility and marketing ethics
    • The consumer movement
    social forces have become very important as the impact of business on society receives more attention
  • social forces (demographics: population growth predictions)
  • social forces ( corporate social responsibility and marketing ethics )
    • The European Union
    • Pro-competitive legislation
    • Consumer legislation
    • Codes of practice
    political and legal forces may be enacted at a national or a European level and are designed to protect consumers and ensure fair competition.
    • Climate change
    • Pollution
    • Recyclable and non-wasteful packaging
    • Use of environmentally friendly ingredients
    • Animal testing of new products
    • Use of environmentally friendly ingredients
    physical (ecological) forces changes in the physical environment are becoming increasingly significant for both business and consumers
  • Internet Computers Robotics Body Scanners DVD Mobile Phones Technological Forces technological forces technology is changing rapidly and needs to be constantly monitored
  • macroenvironmental impacts – let’s try it! for each of the following products, assess which of the political/legal, economic, physical, social and technological environments has had the most impact in recent years.
  • 4. the microenvironment
    • Customers
    • Distributors
    • Suppliers
    • Competitors
    the microenvironment REMEMBER? actors in the firm’s immediate environment or business system that affect its capabilities to operate effectively in its chosen markets (to a certain extend, the company has control over these forces)
  • environmental scanning practice of monitoring and analysing a company’s marketing environment
    • Two key decisions:
    • what to scan
    • how to organize the activity
  • Retrenchment Gradual strategic repositioning Radical strategic repositioning Environmental change Ignorance Delay Barriers to change responses to environmental change
  • Introduction to Marketing, chapter 5 market segmentation, targeting, and positioning Rob Simons | simons.r@nhtv.nl | @rmsimons
  • what’s next on the menu:
      • how are segmenting, targeting and positioning connected
      • market segmentation
      • target marketing
      • positioning
    • Segmenting – the division of a diverse market into a number of smaller submarkets that have common features
    1. how are segmenting, targeting and positioning connected Targeting – refers to the choice of specific segments to serve Positioning – designing the product so that it occupies a meaningful and distinct possition in the target customer’s mind
    • Involves the division of a diverse market into a number of smaller submarkets that have common features.
    • The objective is to identify groups of potential customers with similar requirements.
    • Market segmentation provides a commercially viable method of serving customer needs.
    • Segmentation is at the heart of strategic marketing.
    2. market segmentation not all customers have the same needs
    • Better matching of customer needs
    • Enhanced profitability
    • Improved customer retention
    • More effective targeting of communications
    • Opportunities for segment dominance
    the benefits of market segmentation
    • Toyota Yaris
    • Unashamedly
    • targets female
    • buyers
    Example: Toyota
  • segmenting consumer markets Consumer segmentation Behavioural Benefits sought Purchase occasion Purchase behaviour Usage Perceptions and beliefs Lifestyle Personality Demographic Socio-economic Geographic Psychographic Profile
  • consumer segmentation methods
    • Healthy living is a growing market: brands like Lo Salt aim to capitalise on the trends towards healthier lifestyles.
    Example: Lo Salt
  • Organisational size Industry segmenting organisational markets Organisational segmentation Purchasing organisation Choice Criteria Geographic location
  • 3. target marketing
    • 4 strategies:
    • undifferentiated marketing
    • differentiated marketing
    • focused marketing
    • customised marketing
  • Whole market target marketing strategies undifferentiated marketing Post Office
    • Price
    • Promotion
    • Product
    • Distribution
    Everybody ORGANISATION MARKETING MIX TARGET MARKET example: Marketing mix
  • Marketing mix 1 Marketing mix 2 Marketing mix 3 target marketing strategies differentiated marketing example: Miss Selfridges 18- 24 age group Dorothy Perkins 20s & 30s Evans Size 16+ Arcadia Group Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Segment 1 Segment 2 Segment 3
  • target marketing strategies focussed marketing example:
    • Product
    • Price
    • Promotion
    • Distribution
    Bang & Olufsen Music systems Upmarket consumers Unserved Unserved ORGANISATION MARKETING MIX Price conscious consumers Value seekers Segment 1 Segment 2 Segment 3 Marketing mix
  • Marketing mix 1 Marketing mix 2 Marketing mix 3 target marketing strategies customised marketing example: Marketing Mix 1 Marketing Mix 2 Marketing Mix 4 Nissan Birdseye Mercedes Industrial Electronic Systems Supplier INDIVIDUAL MIXES ORGANISATION INDIVIDUAL CUSTOMERS Customer 1 Customer 2 Customer 3
  • 4. positioning effective positioning is the act of linking products and services to the solutions that customers seek ‘ people don’t want to buy a mousetrap, they want fewer mice’
  • Clarity Consistency Credibility Successful positioning Competitiveness keys to successful positioning
    • Virtually identical drinks that are positioned very differently
    Example: Diet Coke and Coke Zero
  • A B C D X G E F High price Low price Narrow product range Wide product range a perceptual map of supermarkets
  • repositioning strategies Image repositioning Product repositioning Intangible repositioning Tangible repositioning Same Different Same Different Target market Product
  • questions? Rob Simons | simons.r@nhtv.nl | @rmsimons
  • Photo references
    • Strange juice: http:// www.flickr.com / photos / qilin /368046417/ sizes /o/in/ photostream /
    • Green Sea Turtle: http:// opencage.info / pics.e / large _10895.asp
    • Microenvironment Ostrich: http:// www.studio-kg.com / ostrich /
    • the dude is bored: http:// awesomegifs.com /2011/05/ the-dude-is-bored /
    • Mobile phone: http://www.flickr.com/photos/whiteafrican/2736565604/sizes/m/in/photostream
    • Cigarettes: http:// www.flickr.com / photos / moneyblognewz /5328110795/ sizes /m/in/ photostream /
    • Cosmetics: http:// www.flickr.com / photos / idhren /4660373946/ sizes /m/in/ photostream /
    • Soft drinks: http:// www.flickr.com / photos /happy_ serendipity /5542733405/ sizes /m/in/ photostream /
    • For sale: http:// www.flickr.com / photos / sercasey /248457195/ sizes /m/in/ photostream /
    • Coins: http:// www.flickr.com / photos / andresrueda /3477537829/ sizes /m/in/ photostream /
    • polution: http:// www.flickr.com / photos /21787159@N00/352250460