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Project Management 4. Marketing and Project Management
week 5
Anthony F. Tardugno; Thomas R. DiPasquale; Robert E. Matthews  (2000)  IT Services: Costs, Metrics, Benchmarking, and Marketingby  Prentice Hall, ISBN-10: 0-13-019195-7Print ISBN-13: 978-0-13-019195-3, Chapter 5 James Cadle and Donald Yeates (2004)  Project Management for Information Systems ,  Pearson Education, ISBN 0 273 68580 5, Chapter 17
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What is Marketing? ,[object Object]
What is Marketing? Plan & Execute Exchange Satisfaction Conception Pricing Promotion Distribution People & Organisations Goods and Services
8
Selling Buying Exchange
Distribution Transport Storage Selling Buying
Selling Buying Transport Storage Facilitating functions Finance Risk Taking Standardize Gather Market Info
Selling Buying Transport Storage Finance Gather Market Info 8 Standardize Risk Taking
 
The marketing mix Price Promotion Product Place
The marketing mix Price Promotion Product Place People Process Physicals
The marketing mix Price Promotion Product Place People Process Physicals Personalization Peer to Peer Participation Predictive models
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19C WW1 20’s 30’s WW2 50’s 60’s 70’s 80’s 90’s Now Advertising industry develops Customer orientation What Next? Industrial Revolution Demand outpaced supply Production exceeds supply Marketing Mix (4 Ps)
Figure 11.2 Evolution of the customer orientation  (Pride, Hughes & Kapoor, 1998, p321) 20’s 30’s 50’s 60’s 19C Now
Permission marketing Now
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The American Marketing Association (AMA) states,  "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” www.marketingpower.com
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http://www.altadvertising.com/pdf%20files/salesvmarketing.pdf   Is Your Business "Sales" or "Marketing" Driven? By Les Altenberg
 
Understand potential and existing customers Identify their wants and needs Look at the market – are their needs being met? Can you deliver the goods? Can you do it well, fast or cheap? How do customers feel about your brand image? Look at specific customer stories Mobilize your resources Build and sell your product
 
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[object Object],What is a Market?
There are different types of markets Consumer Reseller Industrial Producer  Government Institutional
Consumer Purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Consumer Reseller Industrial Producer  Government Institutional
Industrial Purchases products for use in day-to-day operations or in making other products for profit. Producers  consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products Governments  at all levels, purchase goods and services to maintain operations and to provide citizens with products such as roads, education, water, defense And  institutional  organizations include churches, civic clubs, charitable groups. Not driven by profit, ROI  Consumer Reseller Industrial Producer  Government Institutional
Resellers consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. Consumer Reseller Industrial Producer  Government Institutional
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For example
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Figure 11.3  General approaches for selecting target markets  (Pride, Hughes & Kapoor, 1998, p324)
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(Pride, Hughes & Kapoor, 1998, p325)
Figure 11.4  The marketing mix and the marketing environment  (Pride, Hughes & Kapoor, 1998, p327)
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Figure 11.5  Marketing information system  (Pride, Hughes & Kapoor, 1998, p331)
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Figure 17.1  The buying cycle  (Cadle & Yates, 2005, p280)
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Selling is an asking process
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Who is the Target Market?
 
 
 
 
Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Next Week References  Pride, W., Hughes, R. & Kapoor, J.  Business  (2nd ed.). Boston, MA.: Houghton Mifflin. Gray & Larson, 2006, Ch 10. Reading: Project Leadership. Topic:
http://flickr.com/photos/spine/272900992/ http://wendy.kinesisinc.com/ http://flickr.com/photos/7-how-7/95677126/ http://flickr.com/photos/missrogue/115899126/in/photostream/ http://flickr.com/photos/liveu4/134980839/ http://flickr.com/photos/liveu4/133041494/in/photostream/ http://flickr.com/photos/roadsidepictures/225771856/ http://flickr.com/photos/furnari/126438084/ http://flickr.com/photos/untitlism/2609684221/ http://flickr.com/photos/jek-a-go-go/1235462170/ http://flickr.com/photos/26158685@N04/2767676288/ http://flickr.com/photos/edyson/516871444/ http://flickr.com/photos/dunechaser/160405659/ http://flickr.com/photos/peterkaminski/860512054/ http://flickr.com/photos/mateus27_24-25/2224073271/ http://flickr.com/photos/storeyland/343438012/ http://flickr.com/photos/mattandbecky/28052539/ http://flickr.com/photos/calavera/65098350/
BetterProjects.net ,[object Object],[object Object]

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The Project Management Process - Week 5

  • 1. Project Management 4. Marketing and Project Management
  • 3. Anthony F. Tardugno; Thomas R. DiPasquale; Robert E. Matthews (2000) IT Services: Costs, Metrics, Benchmarking, and Marketingby Prentice Hall, ISBN-10: 0-13-019195-7Print ISBN-13: 978-0-13-019195-3, Chapter 5 James Cadle and Donald Yeates (2004) Project Management for Information Systems , Pearson Education, ISBN 0 273 68580 5, Chapter 17
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. What is Marketing? Plan & Execute Exchange Satisfaction Conception Pricing Promotion Distribution People & Organisations Goods and Services
  • 9. 8
  • 12. Selling Buying Transport Storage Facilitating functions Finance Risk Taking Standardize Gather Market Info
  • 13. Selling Buying Transport Storage Finance Gather Market Info 8 Standardize Risk Taking
  • 14.  
  • 15. The marketing mix Price Promotion Product Place
  • 16. The marketing mix Price Promotion Product Place People Process Physicals
  • 17. The marketing mix Price Promotion Product Place People Process Physicals Personalization Peer to Peer Participation Predictive models
  • 18.
  • 19. 19C WW1 20’s 30’s WW2 50’s 60’s 70’s 80’s 90’s Now Advertising industry develops Customer orientation What Next? Industrial Revolution Demand outpaced supply Production exceeds supply Marketing Mix (4 Ps)
  • 20. Figure 11.2 Evolution of the customer orientation (Pride, Hughes & Kapoor, 1998, p321) 20’s 30’s 50’s 60’s 19C Now
  • 22.
  • 23. The American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” www.marketingpower.com
  • 24.
  • 25. http://www.altadvertising.com/pdf%20files/salesvmarketing.pdf Is Your Business "Sales" or "Marketing" Driven? By Les Altenberg
  • 26.  
  • 27. Understand potential and existing customers Identify their wants and needs Look at the market – are their needs being met? Can you deliver the goods? Can you do it well, fast or cheap? How do customers feel about your brand image? Look at specific customer stories Mobilize your resources Build and sell your product
  • 28.  
  • 29.
  • 30.
  • 31.
  • 32. There are different types of markets Consumer Reseller Industrial Producer Government Institutional
  • 33. Consumer Purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Consumer Reseller Industrial Producer Government Institutional
  • 34. Industrial Purchases products for use in day-to-day operations or in making other products for profit. Producers consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products Governments at all levels, purchase goods and services to maintain operations and to provide citizens with products such as roads, education, water, defense And institutional organizations include churches, civic clubs, charitable groups. Not driven by profit, ROI Consumer Reseller Industrial Producer Government Institutional
  • 35. Resellers consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. Consumer Reseller Industrial Producer Government Institutional
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55. Figure 11.3 General approaches for selecting target markets (Pride, Hughes & Kapoor, 1998, p324)
  • 56.
  • 57. (Pride, Hughes & Kapoor, 1998, p325)
  • 58. Figure 11.4 The marketing mix and the marketing environment (Pride, Hughes & Kapoor, 1998, p327)
  • 59.
  • 60.
  • 61.
  • 62. Figure 11.5 Marketing information system (Pride, Hughes & Kapoor, 1998, p331)
  • 63.
  • 64.
  • 65.
  • 66. Figure 17.1 The buying cycle (Cadle & Yates, 2005, p280)
  • 67.
  • 68.
  • 69. Selling is an asking process
  • 70.
  • 71.
  • 72.
  • 73. Who is the Target Market?
  • 74.  
  • 75.  
  • 76.  
  • 77.  
  • 78.
  • 79. Next Week References Pride, W., Hughes, R. & Kapoor, J. Business (2nd ed.). Boston, MA.: Houghton Mifflin. Gray & Larson, 2006, Ch 10. Reading: Project Leadership. Topic:
  • 80. http://flickr.com/photos/spine/272900992/ http://wendy.kinesisinc.com/ http://flickr.com/photos/7-how-7/95677126/ http://flickr.com/photos/missrogue/115899126/in/photostream/ http://flickr.com/photos/liveu4/134980839/ http://flickr.com/photos/liveu4/133041494/in/photostream/ http://flickr.com/photos/roadsidepictures/225771856/ http://flickr.com/photos/furnari/126438084/ http://flickr.com/photos/untitlism/2609684221/ http://flickr.com/photos/jek-a-go-go/1235462170/ http://flickr.com/photos/26158685@N04/2767676288/ http://flickr.com/photos/edyson/516871444/ http://flickr.com/photos/dunechaser/160405659/ http://flickr.com/photos/peterkaminski/860512054/ http://flickr.com/photos/mateus27_24-25/2224073271/ http://flickr.com/photos/storeyland/343438012/ http://flickr.com/photos/mattandbecky/28052539/ http://flickr.com/photos/calavera/65098350/
  • 81.