This document discusses key concepts in developing marketing strategies and plans. It covers value delivery processes, the value chain, core business processes, core competencies, holistic marketing, marketing plans, levels of marketing plans, corporate headquarters planning activities including defining mission and assessing growth opportunities, strategic business units, Porter's generic strategies, and categories of marketing alliances. The document provides definitions and explanations of these marketing concepts.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
Insightful marketing decisions comes from Collecting Information & Forecasting Demand - Chapter 3 of Marketing Management by Philip Kotler and Kevin Lane Keller
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Analyzing Business Markets
What is Organizational Buying?
Top Business Marketing Challenges
Characteristics of Business Markets
Buying Situation
Participants in Business Buying ProcessThe Buying Center
Supplier SearchForms of Electronic Marketplaces
Methods for Researching Customer Value
Establishing Corporate Trust and Credibility
Factors Affecting Buyer-Supplier Relationships
What is Opportunism?
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
Insightful marketing decisions comes from Collecting Information & Forecasting Demand - Chapter 3 of Marketing Management by Philip Kotler and Kevin Lane Keller
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Analyzing Business Markets
What is Organizational Buying?
Top Business Marketing Challenges
Characteristics of Business Markets
Buying Situation
Participants in Business Buying ProcessThe Buying Center
Supplier SearchForms of Electronic Marketplaces
Methods for Researching Customer Value
Establishing Corporate Trust and Credibility
Factors Affecting Buyer-Supplier Relationships
What is Opportunism?
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
A Not-for-Profit Medical Research Center
Project Objective
Project Assumptions
Technical requirements
Activities to Complete
Project Timelines
Project Priority Matrix
Work Breakdown Structure
Responsibility matrix
Plans are only good intentions, unless they immediately degenerate into Hard work
Presentation I did recently when applying for a job at Clear Thought Consulting.
One of the restraint was that the recipient should digest it in no more than 20 minutes.
Internet threats are difficult to defend.
Malware defensive tools use more of ‘Botnets’
Fighting malware is asymmetric,favouring attackers.
P2P botnets are used as its more resilent
Using re-engineering existing malware, defenders can build antidotes to eradicate spreading functions.
Antidote can be used to monitor on-site activity of the malwares.
Malware families such as Hlux, Sality, Zeus would be most effective approach.
Green Supply Chain in Automobile Industry
Green SCM v/s Conventional
Life Cycle Thinking
BENEFITS OF GREEN SCM
Pollution Prevention Hierarchy
Green Back-end Supply Chain of Maruti India
Green Procurement Guidelines Tier 1
Barriers to implement GSCM in Indian Automobile industry
Comparison of Lean Manufacturing with GSCM
Scheduling
Routing
Prioritizing
Dispatching
What is Scheduling ?
Forward Scheduling
Backward Scheduling
Finite LOADING
infinite loading
Schedule Gantt Chart
Line balancing
GOAL AND OBJECTIVE
LINE BALANCING PROCEDURE
Strategies and Costs
as early as possible
as last as possible
Purchasing Management
Principles of Purchasing Management OR (8 R'S)
Functions of Purchasing Management
Negotiating
Value Engineering
VALUE ANALYSIS
Receive Purchase Request
Supplier selection
Payment Authorization
Market research and Information
Selection of Source
Determination of Price and Availability
Follow Up
Production Planning and Control
Objective of PPC
Classification/Functions of PPC
Levels of PPC
Factors determining Production Planning Procedures
Production Planning System
Factors Determining PC procedures
Material Resource Planning (MRP)
Objectives of MRP
Fundamental concepts of MRP
Functions of MRP
Inputs to MRP
Master production schedule(MPS)
Bill of Materials (BOM)
Inventory Status File
MRP outputs
Learning Curve
Negotiating
Material Handling
Objectives of Materials Handling
Material Handling Principles
Storage Equipment
Belt Conveyor
Store Management
Objectives of store
Spare Part Management
Classification of Spare parts for stocking policy Analysis
Codification
Objectives of Codification
Standardization
Advantages of Standardization
Inventory Management
Use of Inventory
Types of Costs
ABC Analysis
VED Analysis
Economic Order Quantity (EOQ)
Types of Inventory Management System
Assumptions of EOQ
Basic Fixed Order Quantity Model (EOQ)
EOQ Curve
ABC and VED Classification
Function / Use of Inventory
Book review
It Happened in India
KISHORE BIYANI
Future Retail ,
Future Capital,
Future Brands,
Future Logistics,
Future Media.
Made in India
*REWRITE RULES, RETAIN VALUES*
Built from scratch
Nokia
Microsoft
Success
Failure
Merger
Nokia : History
Nokia Introduction
WHEN DID NOKIA ENTER INDIA?
EARLY STAGES OF SMARTPHONE IN INDIA
ANDROID ENTERS INDIA
Range Of Products
SWOT ANALYSIS of Nokia
Decline of NOKIA
What was wrong in the company’s reaction?
Wrong decisions
What did Stephen Elop do wrong?
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
Market segmentation
What Is Market Segmentation?
Bases for Segmentation
Geographic
Demographic
Psychological
Psychographic
Sociocultural
Criteria for Effective Targeting of Segments
Implementing Segmentation Strategies
Family Life Cycle Advertising
Use-Related Segmentation
Criteria for Effective Targeting of Market Segments
Implementing Segmentation Strategies
Targeting
Psychographic Segmentation
Plant Layout
Facility Layout Planning
Product Layout
Process Layout
Fixed position layout
Cellular layout
Factors affecting location plant
Merit and Demerits
Plant Layout Principles
An Assembly line
U shaped assembly line
Assembly line balancing
Cellular layout and Group Technology
Facility Location Planning
What is facility location ?
Operations Strategies for Multiple Facilities
Factors affecting Facility Location Planning
Dimensional Analysis
Brown and Gibson Model for Site location
Locating Foreign Operations Facilities
Production and Operations Management
Product Vs Service
Concept of Production and OM
Functions /Scope of POM
Operation Strategy
Transformation Process
Product Design & Product Process
History of POM
Issues in POM
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
Chapter 3 Gathering Information and Scanning the EnvironmentNishant Agrawal
Gathering Information and Scanning the Environment
Marketing Information System
Internal Records
Marketing Intelligence
Secondary Commercial Data Sources
Collecting Marketing Intelligence on internet
Analyzing the Microenvironment Needs and Trends
Economic Environment
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
Creating Customer Value, Satisfaction, and Loyalty
Organizational Charts
What is Customer Perceived Value?
Determinants of Customer Perceived Value
Steps in a Customer Value Analysis
Measuring Satisfaction
What is Quality?
Six Sigma
ISO
ISO 9000
Evolution of ISO 9000 standards
Two documents
Benefit of ISO 9000 certification
ISO 14000
International Organization for Standardization
ISO 9004
ISO 9002:
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
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Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
2. Value Delivery Process
Value creation and delivery sequence into following phases:
1. Assessing market opportunity and customer value which involve
environment scanning and developing insights about customer needs
and want
2. Choosing the value includes critical decisions to STP which essence /
core strategic marketing.
3. Designing value relates to decision involving product strategy, new
offering and pricing
4. Delivering value focuses on distribution and access issues.
5. Communicating value through integrated marketing communication ,
choosing among the various choice in mass and personalized media.
3. What is the Value Chain?
The value chain is a tool for identifying was to create more customer value because every firm is a
synthesis of primary and support activities performed to design, produce, market, deliver, and
support its product.
Primary Activities
1. Inbound logistics
2. Outbound Logistics
3. Operations (converting material into final products)
4. Marketing includes sales
5. Service
Support Activities:
1. Procurement
2. Technology Development
3. HRM
4. Firm infrastructure
4. Core Business Processes
Market-sensing process
New-offering realization process
Customer acquisition process
Customer relationship management process
Fulfillment management process
5. Core Competencies
Many textile , chemical and computer firm do not manufacturer their
own product because offshore manufacturers are more competent.
They focus on product design and development and marketing their core
competencies.
Characteristics of Core Competencies
1. A source of competitive advantage and make significant contribution to
perceived customer benefits.
2. Applications in a wide variety of markets
3. Difficult for competitors to imitate / copy
6. What is Holistic Marketing?
Holistic marketing sees itself as integrating the value exploration,
value creation, and value delivery activities with the purpose of
building long-term, mutually satisfying relationships
Holistic marketer succeed by managing a superior value chain that
deliver high level of product quality, service and speed.
They achieve profitable growth by expanding customer value,
building customer loyalty.
7. What is a Marketing Plan?
A Marketing plan is the central instrument for directing and
coordinating the marketing effort.
It operates at a Strategic and Tactical level.
8. Levels of a Marketing Plan
Strategic
Target marketing decisions
Value proposition
Analysis of marketing
opportunities
Tactical
Product features
Promotion
Pricing
Sales channels
Service
9. Corporate Headquarters Planning Activities
All corporate HQ undertake four planning activities:
1. Define the corporate mission
2. Establish strategic business units (SBUs)
3. Assign resources to each SBU
4. Assess growth opportunities
10. Define the Corporate Mission
Good mission statement have 5 characteristics:
1. Focus on a limited number of goals
2. Stress major policies and values
3. Define major competitive spheres
4. Take a long-term view
5. Short, memorable and meaningful
11. Rubbermaid Commercial Products, Inc.
“Our vision is to be the Global Market Share
Leader in each of the markets we serve. We
will earn this leadership position by
providing to our distributor and end-user
customers innovative, high-quality, cost-
effective and environmentally responsible
products. We will add value to these products
by providing legendary customer service
through our Uncompromising Commitment
to Customer Satisfaction.”
12. Motorola
“The purpose of Motorola is to honorably
serve the needs of the community by providing
products and services of superior quality at a
fair price to our customers; to do this so as to
earn an adequate profit which is required for
the total enterprise to grow; and by doing so,
provide the opportunity for our employees and
shareholders to achieve their personal
objectives.”
13. eBay
“We help people trade anything on earth.
We will continue to enhance the online
trading experiences of all—collectors,
dealers, small businesses, unique item
seekers, bargain hunters, opportunity
sellers, and browsers.”
14. Table 2.3
Product Orientation vs. Market Orientation
Company Product Market
Missouri-Pacific
Railroad
We run a railroad We are a people-
and-goods mover
Xerox We make copying
equipment
We improve office
productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We entertain
people
15. (SBUs)
Characteristics of SBUs
SBU is a profit centre which focuses on product offering and
market segment.
It is a single business or collection of related businesses that can
be planned separately from rest of the company
It has its own set of competitors
It has a leader responsible for strategic planning and
profitability , who controls most of the factors affecting profit.
16. Assign Resources to each SBU
Once it has defined SBU management must decide how to
allocate corporate resource to each.
Several portfolio planning models provides ways to make
investment decisions.
BCG’s growth share matrix use relative market share and annual
rate of market growth as criteria to make investment decision.
17. Assess / Review Growth Opportunities
It includes planning new business and terminating older business.
If there is a gap between future desired sales and projected sales,
corporate management will need to develop or acquire new business
How can it fill strategic planning gap ?
Identify opportunities for growth within current business
(Intensive opportunities)
Identify opportunities to build business related to current business
(Integrative opportunities)
Identify opportunities to add attractive unrelated business
(diversification opportunities)
18. What is Corporate Culture?
Strategic planning happen within context of organization. A
company’s organization consists of its structures , policy and
corporate culture.
Corporate culture is the “shared experiences, stories, beliefs,
and norms that characterize an organization”
Whereas manager can change structure and policies but the
company’s culture is very hard to change.
19. Business Unit Strategic Planning
Each business unit needs to specific mission within the broader
company mission.
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
20. Market Opportunity Analysis (MOA)
Can the benefits involved in the opportunity be articulated / spoken
convincingly / credibly to a defined target market?
Can the target market be located and reached with cost-effective
media and trade channels?
Does the company possess or have access to the critical capabilities
and resources needed to deliver the customer benefits?
21. Market Opportunity Analysis (MOA) (cont.)
Can the company deliver the benefits better than any actual or potential
competitors?
Will the financial rate of return meet or exceed the company’s required
threshold for investment?
22. Goal Formulation and Manages for Objective
Once SWOT analysis performed ,it can proceed to goal formulation,
developing specific goals for planning period.
For Manages for Objective system to work , unit’s objective must
meet four criteria :
1. They must be arranged hierarchically from most least to important
2. Objectives should be quantitative ( Increase ROI)
3. Goals should be realistic
4. Objectives must be consistent
23. Porter’s Generic Strategies
Overall cost leadership
Firm work to achieve lowest production and distribution cost so
they win market share. This is achieved by having the lowest
prices in the target market segment,
first dimension is achieving a high asset utilization.
second dimension is achieving low direct & indirect operating
costs
The third dimension is control over the value chain
Disadvantage of lower customer loyalty, as price-sensitive
customers will switch once a lower-priced substitute is available
24. Differentiation
The business concentrate on achieving superior performance in an
important customer benefit area value by large part of market. The
firm seeking quality leadership. Ex. Make Product with best
component
A differentiation strategy is appropriate where the target customer
segment is not price-sensitive, the market is competitive or
saturated.
Differentiation strategy is not suitable for small companies. It is
more appropriate for big companies.
These could include patents or unique technical expertise
25. Focus
The business focuses on one or more narrow market segment, get to
know , differentiation within target market.
In adopting a narrow focus, the company ideally focuses on a
few target markets
The firm typically looks to gain a competitive advantage through
product innovation
26. Categories of Marketing Alliances
Product or service alliance Ex. Citibank credit card + Jet Airways
Promotional alliance Ex. Macdonal’s + Pepsi
Logistics alliances
Pricing collaborations Ex. Hotel + rental Car
28. Assignments
1. Explain the basic philosophies of marketing.
2. Discuss the four corporate strategic planning activities with a suitable
example
3. Create a marketing plan for a product/ service of your choice.
4. Explain the steps of marketing plan
5. Explain the nature and scope of marketing management
6. What is marketing management? Explain different marketable entities
with suitable examples.
7. What is Managing Holistic Marketing Organization? Explain in detail
Editor's Notes
Strategic marketing plan lays out the target markets and firm’s value proposition, based an analysis of the best market opportunities.
Tactical Marketing plan specifies the product features, promotion, pricing , sales channel and service.