Non Text Magic Studio Magic Design for Presentations L&P.pptx
Emba 2014 marketing module
1. Marketing
- creating customer value
Peter Zackariasson, Ph.D.
University of Gothenburg
School of Business, Economics and Law
peter.zackariasson@handels.gu.se
2. Schedule
• Thursday - basic
marketing, group
exercise
• Friday - B2B, social
media and marketing,
guest lecture: Peter
Svensson, head of
marketing (nelly.com)
• Saturday - case: Mutti
3. • ”the primary observable phenomenon for
any theory of marketing is the hard
practical fact of the market”
(McInnes 1964, p.52)
• ”a theory of marketing explains how
markets work”
(Alderson 1965, p.23)
4. "Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.”
!
American Market Association (AMA) 2007
5.
6.
7. • first, there is no stable set of practices or ideas
that we can unequivocally call ‘marketing’; what
counts as ‘marketing’ depends on local
contingencies and changes over time
• second, the processes of ‘producing’ markets are
complex and many marketing efforts partake;
hence, the outcome rarely takes on the shape
intended as part of anyone effort
• third,‘markets’ regularly take on a wide variety of
forms; there is thus no single outcome of
productive marketing work
16. TAKE 5 MINUTES AND THINK ABOUT WHAT PRODUCTS
OR SERVICES YOUR COMPANY ARE SELLING, TO
WHOM YOU SELL THIS, AND HOW.
PRESENT THE RESULTS TO YOUR COLLEAGUES AT
THE TABLE, DISCUSS SIMILARITIES AND DIFFERENCES
BETWEEN YOUR COMPANIES.
WHAT ABOUT YOUR COMPANY?!
22. Marketing Mix
• Product Planning
• Pricing
• Branding
• Channels of Distribution
• Personal selling
• Advertising
• Promotions
• Packaging
• Display
• Servicing
• Physical handling
• Fact finding and analysis
• Product
• Price
• Place
• Promotion
!
• People
• Process
• Physical evidence
23. The world’s shortest
market plan (Kelly Odell)
What Why When How
How
much
Who
Product
What products
do you sell?
What need does
it fill?
When do you
need it?
How will the
product fill the
need?
Product cost,
volume to be
sold etc.
Customer
segments to be
targeted?
Price
What price will
you sell for?
Why is that the
right price?
How long will the
price be valid?
How will the
price develop
over time?
How much sales
and margin will
be created?
Different prices
for different
segments?
Place
How will
products be
distributed?
Why choose
these channels?
When do
customer choose
different
channels?
How will we
create of enter
these channels?
What are the
cost/benefits of
these channels?
How do different
segments use
different
channels?
Pro-
motion
What type of
promotion to be
used?
Why choose
these activities?
Timing: launch,
lifecycle etc.
How will the
promotion be
executed?
Cost/benefit of
the promotion?
Target group for
various
promotions?
24. DOES THIS MATRIX ADD KNOWLEDGE
FOR YOU TO HANDLE YOUR COMPANY?
(HOW) DOES THIS CHANGE THE IMAGE
YOUR HAVE DRAWN OF YOUR COMPANY?
60. CHOOSE A WELL KNOWN PRODUCT OR SERVICE
THAT IS EASILY EXPLAINED TO ANYONE
AS IT HAPPENS, YOU ARE ON THE BOARD FOR
THE COMPANY PRODUCING THAT PRODUCT!
BUT SADLY, IT’S NOT SELLING!!
WHAT TO DO?!
YOU HAVE 15 MINUTES TO YOUR DISPOSAL
GROUP ASSIGNMENT: BRAND
REPOSITIONING
61. NOW, LEAVE THE CHALLENGE TO A
CONSULTING COMPANY.
THE TASK AT HAND FOR THE
CONSULTING COMPANY IS TO CREATE
A MARKET PLAN FOR THE PRODUCT/
SERVICE THAT WILL SAVE THE DAY!
BE CREATIVE AND BOLD!
USE AVAILABLE RESOURCES FOR
YOUR 5 MINUTES PRESENTATION TO
THE BOARD
GROUP ASSIGNMENT: BRAND
REPOSITIONING
65. Derived demand - business demand that ultimately comes
[derives] from the demand for consumer goods
Inelastic demand - total demand for a product that is not
much affected by the price changes, especially in the short
run
66. Business Buying Behaviour
The environment!
!
Marketing stimuli!
4 x P!
!
Other stimuli!
economic!
political!
cultural!
competitive
The buying
organization!
!
the buying centre!
buying decision process
Buying responses!
!
product or service choice!
supplier choice!
order quantities!
delivery terms and times!
service terms!
payment
67. Major types of buying situations
✤ straight rebut!
✤ modified rebut!
✤ new task!
!
✤ systems selling
68. Major influences on business buyers
Environmental!
!
economic developments!
supply conditions!
technological change!
political and regulatory
developments!
competitive
developments!
culture and customs
Organizational!
!
objectives!
policies!
procedures!
organizational structures!
systems
Interpersonal!
!
authority!
status!
empathy!
persuasiveness
Individual!
!
age!
income!
education!
job position!
personality!
risk attitudes
70. TAKE 5 MINUTES AND THINK ABOUT THE DIFFERENCES
BETWEEN YOUR BUYING BEHAVIOR IN YOUR
ORGANIZATION COMPARED TO YOUR BUYING
BEHAVIOR IN PRIVATE.
PRESENT THE RESULTS TO YOUR COLLEAGUES AT
THE TABLE, DISCUSS YOUR CONCLUSIONS.
WHAT ABOUT YOU?!
71. Module assignment
Written reflection
Use the course literature in acquiring knowledge about the
subject of marketing
The task is to use the knowledge communicated throughout
the module to analyze your organization and its customer.
This in order to construct a market communication
campaign that reflect both your companies values and
strategies, and the needs and wants of your customer.
Format: 2000-3000 words
Make explicit references
Deadline: in May 10
76. Kaplan and Haenlein(2010)
Social presence / Media richness
Low Medium High
Self-
presentation
/ self-
disclosure
High Blogs
Social
networking sites
(e.g., Facebook)
Virtual social
worlds (e.g.,
Second Life)
Low
Collaborate
projects (e.g.,
Wikipedia)
Content
communities
(e.g.,YouTube)
Virtual game
worlds (e.g.,
World of
Warcraft)
85. TEN PIECES OF ADVICE
Using the media:
• Choose carefully
• Pick the application, or make
your own
• Ensure activity alignment
• Media plan integration
• Access for all
Being social:
• Be active
• Be interesting
• Be humble
• Be unprofessional
• Be honest
86. The Worlds Largest Social Media, 750 million
2010
4,1 million Swedes logged in the last month
3,9 million Sweden back each week
!
61% 25+ years
51% male
!
13-17 18%
18-24 18%
25-34 22%
35-44 24%
45+ 19%
92. What are your company’s strategy
when it comes to social media?
• Take 5 minutes each and map out WHAT
you are doing when it comes to social
media and WHY.
• Communicate the results to the rest of
your group. (15 minutes)
94. The term third place was invented by sociologist Ray
Oldenburg and first appeared in his 1990 bookThe Great
Good Place, a celebration of the places where people can
regularly go to take it easy and commune with friends,
neighbors, and just whoever shows up.The subtitle says it
all: "Cafes, Coffee Shops, Community Centers, Beauty
Parlors, General Stores, Bars, Hangouts and HowThey Get
YouThrough the Day."
Third Place
95. "All great societies provide informal meeting places, like the
Forum in ancient Rome or a contemporary English pub,"
explained Oldenburg, a faculty member at West Florida
State University. "But since World War II,America has
ceased doing so.The neighborhood tavern hasn't followed
the middle class out to the suburbs...Accordingly, for eight
years, Oldenburg devoted himself to gathering the legend
and lore of America's last remaining neighborhood taverns,
ma-and-pa grocery stores and other examples of what he
calls "third places."The term derives from Oldenburg's gloss
on a Freudian concept.
!
...
96. Sigmund Freud held that emotional well-being depends
upon having someone to love and work to do. Oldenburg
argues that the great psychoanalyst made his mental-health
list one item too short. Besides a mate and a job, Oldenburg
said, we need a dependable place of refuge where, for a few
minutes a day, we can escape the demands of family and
bosses. In that kind of psychological Eden, an easy-going
conviviality allows us to be temporarily amnesic to our woes
and shortcomings. Oldenburg is convinced that many
problems of contemporary society — alienation in the
workplace, soaring divorce rates, etc. — trace to America's
declining supply of such third places.”
Ron Grossman, "Hangouts," ChicagoTribune, February 4,
1990
104. GAMES AS ADVERTISING
MEDIA
Reach
• 68 % of US household play video games
• Average gamer is 35 year
• 40 % are female (entertainment software
association)
Frequency
• Video games are part if the mainstream
media exposure
• Some genres has an average participation
up to 23 hours/week
Media Impact
• Video games give opportunity to interact
with advertising
• The medium is rich of opportunities to
use sight and sound
106. “If you landed at exactly the right spot, a McDonald’s
appeared.The astronaut would come out, walk over to
the McDonald’s and order a Big Mac to go, walk back
and take off again. If you crashed ON the McDonalds,
it would print out “You clod!You’ve destroyed the only
McDonald’s on the Moon!””
!
(Adverlab about Lunar Lander (1973), interview on
Gamer Limit)
