Week 1<br />Class One<br />
Marketing Management<br />
Five Components of Marketing Management<br />
What is Marketed?<br />Goods<br />Services<br />Events and experiences<br />Persons<br />Places and properties<br />Organi...
Demand States<br />Negative<br />Nonexistent<br />Latent<br />Declining<br />Irregular<br />Unwholesome<br />Full<br />Ove...
Marketing Mix and the Customer<br />Four Ps<br />Product<br />Price<br />Place<br />Promotion<br />Four Cs<br />Customer s...
Marketing Management Tasks<br />Developing marketing strategies<br />Capturing marketing insights<br />Connecting with cus...
Muji<br />
Read ch 1 and 2 of Aaker (gallo case!)<br />At Amazon, Marketing Is for Dummies<br />Presentation: 5% grade<br />Pretend t...
Week 1<br />Class Two<br />
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall		              1-13<br />Marketing Management Tasks<...
Benefits of Marketing Management<br />
Benefits of Marketing Management<br />
Benefits of Marketing Management<br />
		Gatorade Video<br />
What benefits do these companies receive from Marketing Management<br />Gallo<br />Muji<br />Gatorade<br />
Methods of Organizing Marketing Department<br />
Steps and Procedures in Staffing and Managing Marketing Personnel<br />
Unsophisticated Budgeting Approaches<br />
Sophisticated Budgeting Approaches<br />
“Building-Block” Procedure<br />
“Building-Block” Procedure<br />
Definition of Marketing Control<br />
Definition of Marketing Evaluation<br />
Control Process for the Marketing Plan<br />
Marketing Evaluation Techniques<br />
Industry Dynamics<br />
D’Aveni’s Four-Arena Analysis<br />Study trends and looking for discontinuities<br />Firms compete in four arenas <br />co...
Tool: Four Arena Analysis<br />Thus the analysis consists of:<br />identifying which arenas are hot;<br />tracing the ladd...
Tool: Four Arena Analysis<br />An obvious strategy for a new entrant is to stake out a new arena of competition before the...
Tool: Four Arena Analysis<br />Cost & Quality<br />Cost leadership vs differentiation<br />Timing & Know-how<br />First mo...
Knowledge, capital barriers, etc (often built with timing & know-how)
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2011.02.01 mm

  1. 1. Week 1<br />Class One<br />
  2. 2. Marketing Management<br />
  3. 3. Five Components of Marketing Management<br />
  4. 4. What is Marketed?<br />Goods<br />Services<br />Events and experiences<br />Persons<br />Places and properties<br />Organizations<br />Information <br />Ideas<br />
  5. 5. Demand States<br />Negative<br />Nonexistent<br />Latent<br />Declining<br />Irregular<br />Unwholesome<br />Full<br />Overfull<br />
  6. 6. Marketing Mix and the Customer<br />Four Ps<br />Product<br />Price<br />Place<br />Promotion<br />Four Cs<br />Customer solution<br />Customer cost<br />Convenience<br />Communication<br />
  7. 7. Marketing Management Tasks<br />Developing marketing strategies<br />Capturing marketing insights<br />Connecting with customers<br />Building strong brands<br />Shaping market offerings<br />Delivering value<br />Communicating value<br />Creating long-term growth<br />
  8. 8. Muji<br />
  9. 9.
  10. 10.
  11. 11. Read ch 1 and 2 of Aaker (gallo case!)<br />At Amazon, Marketing Is for Dummies<br />Presentation: 5% grade<br />Pretend that Muji is coming to Colombia. Make an external and customer analysis like the one seen in Gatorade for Muji.<br />Maximum of ten slides, groups of three people max. Each member of the group must upload slides<br />Please upload powerpointsin moodle (next class)<br />
  12. 12. Week 1<br />Class Two<br />
  13. 13. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-13<br />Marketing Management Tasks<br />Develop market strategies and plans<br />Capture marketing insights<br />Connect with customers<br />Build strong brands<br />Shape market offerings<br />Deliver value<br />Communicate value<br />Create long-term growth<br />
  14. 14. Benefits of Marketing Management<br />
  15. 15. Benefits of Marketing Management<br />
  16. 16. Benefits of Marketing Management<br />
  17. 17. Gatorade Video<br />
  18. 18. What benefits do these companies receive from Marketing Management<br />Gallo<br />Muji<br />Gatorade<br />
  19. 19. Methods of Organizing Marketing Department<br />
  20. 20. Steps and Procedures in Staffing and Managing Marketing Personnel<br />
  21. 21. Unsophisticated Budgeting Approaches<br />
  22. 22. Sophisticated Budgeting Approaches<br />
  23. 23. “Building-Block” Procedure<br />
  24. 24. “Building-Block” Procedure<br />
  25. 25. Definition of Marketing Control<br />
  26. 26. Definition of Marketing Evaluation<br />
  27. 27. Control Process for the Marketing Plan<br />
  28. 28. Marketing Evaluation Techniques<br />
  29. 29. Industry Dynamics<br />
  30. 30. D’Aveni’s Four-Arena Analysis<br />Study trends and looking for discontinuities<br />Firms compete in four arenas <br />cost/quality; <br />timing/know-how; <br />barriers to entry; <br />and deep pockets -- <br />Competition in each arena escalates up a ladder of intensity until competitors fall out, or shift arenas.<br />
  31. 31. Tool: Four Arena Analysis<br />Thus the analysis consists of:<br />identifying which arenas are hot;<br />tracing the ladder of escalation;<br />trying to predict when the competition might shift into a new arena;<br />trying to predict the next hot arena.<br />An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.<br />
  32. 32. Tool: Four Arena Analysis<br />An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.<br />
  33. 33. Tool: Four Arena Analysis<br />Cost & Quality<br />Cost leadership vs differentiation<br />Timing & Know-how<br />First mover advantages vs fast-follower advantages<br />Experience Curve<br /><ul><li>Barriers to Entry
  34. 34. Knowledge, capital barriers, etc (often built with timing & know-how)
  35. 35. Patents & other legal walls.
  36. 36. Distribution agreements or patterns.
  37. 37. The competitive landscape.
  38. 38. Deep Pockets
  39. 39. Brawn often overcomes position and brains and speed.</li></li></ul><li>How does this apply to reznor?<br />

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