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Onemba july 17 and 18 lecture notes

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Onemba july 17 and 18 lecture notes

  1. 1. Global Marketing StrategySessions 15 through 18July 17 and 18, 2010<br />Salvador Treviño-Martínez Marketing and Strategy Professor, Director IDEN<br />
  2. 2. Course Agenda<br />Friday July 17<br />Introduction: Marketing strategy core concepts<br />Developing global product propositions<br />Chapter 13 and 14 highlights<br />Social implications of marketing strategies<br />Case discussion: Fair & Lovely<br />Saturday July 18<br />Issues on Services, innovation and competitiveness<br />Reading “Why customers matter” and chapter 15<br />Wrap up and farewell<br />2<br />saltrevino@itesm.mx<br />
  3. 3. Marketing Strategy in a Nutshell<br />Marketing Strategy: Target Market + 4 P´s<br />Marketing Mix<br />Product (Good, service, idea)<br />Price (Value)<br />Place (Distribution and Logistics)<br />Promotion (Communication)<br />Target Market<br />STP Process: Segmentation, Targeting, and Positioning Statement<br />3<br />saltrevino@itesm.mx<br />
  4. 4. Developing “Marketing” Products<br />Product: is any good, service or idea (concept) that could be purchased, used, and consumed by any potential or real customer. Anything can be seen as a “product” red cross, a political candidate, a radio station signal or a Twinkie*<br />* typical depiction of a marketing product: a mass produced consumer good<br />saltrevino@itesm.mx<br />4<br />
  5. 5. Unbranded products are Meaningless<br />Unbranded products are “commodities”<br />A “product” becomes a “marketing product” when it is branded. <br />Brands are the identity basis for any concept.<br />We could see ourselves as “brands” and use these principle to “market” ourselves as executives, investors, partners and dates…<br />See article below and discuss…<br />http://www.horaciomarchand.com/index.php/menu-articulos/17-categoria-vida-marca-personal/121-articulo-20050715marketingpersonal<br />saltrevino@itesm.mx<br />5<br />
  6. 6. Creating a marketing product<br />Product: Features + Uses<br />Features: Attributes<br />Tangible<br />Nontangible<br />Uses: Benefits<br />Attributes valuable for consumers<br />saltrevino@itesm.mx<br />6<br />
  7. 7. Fair and Lovely<br />A “touchy” social issue in modern India<br />http://www.youtube.com/watch?v=9gYQ5B5xPDA<br />“miracle” product and its market<br />Why is this important?<br />http://matrisearch.com/Matrimonial/Punjabi_matrimonials/<br />http://matrisearch.com/events/<br />saltrevino@itesm.mx<br />7<br />
  8. 8. Fair and Lovely India Case<br />Bollywood stars: reference group RiyaSen<br />What are major issues on this case? <br /> Discuss.<br />Are sun block creams/lotions (e.g., coppertone) a more legitimate product? Compare to Hindustan Lever´s statement on page 620. Discuss<br />Would you refuse marketing this product?<br />How would you market this product?<br />saltrevino@itesm.mx<br />8<br />
  9. 9. On Attributes and Benefits<br />Product Selling Propositions:<br />Clearly Understood <br />Attractive to Consumers<br />Different/Superior to the Competition<br />saltrevino@itesm.mx<br />9<br />
  10. 10. SERVQUAL DIMENSION EXAMPLE<br />saltrevino@itesm.mx<br />10<br />
  11. 11. A WORLD OF SERVICE<br />SERVICE-BASED COMMERCIAL COMPETITIVENESS<br />SERVICE IS “THE” ULTIMATE DIFFERENTIAL FACTOR…<br />SERVICE FILOSOFY: SERVICE QUALITY OR SERVQUAL<br />IDENTIFYING AND OPERATIONALIZATING SERVICE APPROACHES FOR ORGANIZATIONS<br />http://www.infospan.ca/<br />saltrevino@itesm.mx<br />11<br />

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