- To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers.
-To Navigate Steps in the Consumer Research Process using Models & Frameworks.
- To Explain the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
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
- To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers.
-To Navigate Steps in the Consumer Research Process using Models & Frameworks.
- To Explain the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
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
Company and Marketing Strategy Partnering to Build Customer RelationshipsFaHaD .H. NooR
Companywide Strategic Planning: Defining Marketing’s Role
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
Developing Marketing Strategies and Plans
Value Delivery Process
What is the Value Chain?
Core Business Processes
Core Competencies
What is Holistic Marketing?
Levels of a Marketing Plan
Corporate Headquarters Planning Activities
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
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
Company and Marketing Strategy Partnering to Build Customer RelationshipsFaHaD .H. NooR
Companywide Strategic Planning: Defining Marketing’s Role
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
Developing Marketing Strategies and Plans
Value Delivery Process
What is the Value Chain?
Core Business Processes
Core Competencies
What is Holistic Marketing?
Levels of a Marketing Plan
Corporate Headquarters Planning Activities
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
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
Concepts of market segmentation, targeting, differentiation, positioning are reviewed, based on a text by Armstrong and Kotler. This presentation will help you understand how to develop marketing strategies that are effective in identifying and winning customers.
For the acorn is to become an oak tree, what is the final cause of business? Is it to exist as a service? Or is it solely to generate profit?
This presentation is my original report for my MBA Subject Business Philosophy.
Hope this helps.
Company and Marketing Strategy Partnering to Build Customer Relationships - C...Aya Mahmoud
Outstanding marketing organizations employ strongly customer-driven marketing strategies and programs that create customer value and relationships. These marketing strategies and programs, however, are guided by broader company-wide strategic plans, which must also be customer focused. Thus, to understand the role of marketing, we must first understand the organization’s overall strategic planning process.
2. Man. Pemasaran Pariwisata - Company & Marketing Strategy: Partnering to Bu...Irwan Haribudiman
Marketing Process (Review)
Company and the types of companies
Company-Wide Strategic Planning: Defining Marketing’s Role
Developing Strategies for Growth and Downsizing
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Measuring and Managing Return on Marketing Investment
strategic planning | Customer Relationships | Partnering to Build Gaditek
Explain companywide strategic planning and its four steps.
Discuss how to design business portfolios and growth strategies.
Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.
Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.
List the marketing management functions, including the elements of a marketing plan.
Company and Marketing Strategy: Partnering to Build Customer Relationshipsarshilajaan
After studying this chapter, you should be able to:
Explain companywide strategic planning in its four steps
Discuss how to design business portfolios and develop growth strategies
Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value
Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it
List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring return on marketing investment
Company and Marketing Strategy: Partnering to Build Customer Relationshipsarshilajaan
Companywide Strategic Planning: Defining Marketing’s Role
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
The selling environment in which a firm produces and sells its product is called a market structure.*
Defined by three characteristics:
The number of firms in the market
The ease of entry and exit of firms
The degree of product differentiation
The firm is an economic institution that transforms factors of production into consumer goods – it:
Organizes factors of production.
Produces goods and services.
Sells produced goods and services.
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
2. Roadmap: Previewing the Concepts
Copyright 2007, Prentice Hall, Inc. 2-2
1. Explain companywide strategic planning and
its four steps.
2. Discuss how to design business portfolios
and growth strategies.
3. Explain marketing’s role in strategic planning
and how marketing works with its partners to
create and deliver customer value.
4. Describe the elements of a customer-driven
marketing strategy and mix, and the forces
that influence it.
5. List the marketing management functions,
including the elements of a marketing plan.
3. Copyright 2007, Prentice Hall, Inc. 2-3
Early Days
Characterized by “seat of
the pants” management.
Innovative sneaker tread
drove early success.
Technological product
superiority, big-name
endorsements and “Just
Do It” ads revolutionized
sport marketing.
1980s – 1990s: Nike
leverages brand strength
into new product areas.
NIKE – Strategy: Then & NowNIKE – Strategy: Then & Now
Case StudyCase Study
Late 1990s - Present
Changes in consumer
shoe preference, declining
product innovation, and
negative PR plague Nike.
Anti-establishment image
no longer works: brand
backlash occurs.
Strategic planning is
embraced and Nike
focuses on innovation and
exploring new market
opportunities.
Nike has global success.
4. Copyright 2007, Prentice Hall, Inc. 2-4
Strategic Planning
The process of developing and
maintaining a strategic fit between the
organization’s goals and capabilities
and its changing marketing
opportunities.
5. Copyright 2007, Prentice Hall, Inc. 2-5
Steps in Strategic Planning
1. Defining the company mission.
2. Setting company objectives and
goals.
3. Designing the business portfolio.
4. Planning marketing and other
functional strategies.
6. Copyright 2007, Prentice Hall, Inc. 2-6
The Mission Statement
A statement of the organization’s
purpose.
– What it wants to accomplish in the larger
environment.
Should be market oriented and defined
in terms of customer needs.
7. Copyright 2007, Prentice Hall, Inc. 2-7
The Mission Statement
Questions the mission statement
should answer include:
– What is our business?
– Who is our customer?
– What do consumers value?
– What should our business be?
8. Copyright 2007, Prentice Hall, Inc. 2-8
The Mission Statement:
Should be realistic.
Should be specific.
Should fit the market environment.
Should be based on distinctive
competencies.
Should be motivating.
9. Copyright 2007, Prentice Hall, Inc. 2-9
Designing the Business Portfolio
The business portfolio is the collection of
businesses and products that make up the
company.
The company must:
– analyze its current business portfolio or Strategic
Business Units (SBUs),
– decide which SBUs should receive more, less, or
no investment,
– develop growth strategies for growth or
downsizing.
10. Copyright 2007, Prentice Hall, Inc. 2-10
Portfolio Analysis
An evaluation of the products and
business making up the company.
Resources are directed to more
profitable businesses and weaker ones
are phased down or dropped.
11. Copyright 2007, Prentice Hall, Inc. 2-11
Strategic Business Unit (SBU)
A unit of the company that has a
separate mission and objectives and
that can be planned independently
from other company businesses.
Can be a company division, a product
line within a division, or sometimes a
single product or brand.
12. Copyright 2007, Prentice Hall, Inc. 2-12
BCG Growth-Share Matrix
Stars
– High share of low growth market.
– Build into cash cow via investment.
Cash Cows
– High share of low growth market.
– Maintain or harvest for cash to build STARS.
Question Marks
– Low share of high growth market.
– Build into STAR via investment if warranted, or
reallocate financing and let slip into DOG status.
Dogs
– Low share of low growth market. Maintain or
divest.
13. Copyright 2007, Prentice Hall, Inc. 2-13
Problems with Matrix Approaches
Can be difficult, time consuming, and costly
to implement.
Difficult to define SBUs and measure market
share and growth rate.
Focus is on current businesses; gives little
help with future planning.
Can place too much emphasis on growth.
Can lead to poorly planned diversification.
14. Copyright 2007, Prentice Hall, Inc. 2-14
Product/Market Expansion Grid
Market Penetration
– Existing markets, existing products
Market Development
– New markets, existing products
Product Development
– Existing markets, new products
Diversification
– New products, new markets
15. Copyright 2007, Prentice Hall, Inc. 2-15
Planning Marketing
Marketing plays a key role in strategic
planning:
– Provides a guiding philosophy.
• The Marketing Concept
– Provides inputs to strategic planners.
– Designs strategies to reach objectives.
16. Copyright 2007, Prentice Hall, Inc. 2-16
Value Delivery Network
Components include:
– Company’s value chain
• Each department is a link
– Distributors
– Suppliers
– Customers
Improved performance in delivery value
to customers is the goal.
17. Copyright 2007, Prentice Hall, Inc. 2-17
Market Segmentation
The process of dividing a market into
distinct groups of buyers with different
needs, characteristics, or behavior who
might require separate products of
marketing programs.
A market segment consists of
consumers who respond in a similar
way to a given set of marketing efforts.
18. Copyright 2007, Prentice Hall, Inc. 2-18
Target Marketing
Involves evaluating each market
segment’s attractiveness and selecting
one or more segments to enter.
Target segments that can sustain
profitability.
19. Copyright 2007, Prentice Hall, Inc. 2-19
Market Positioning
Arranging for a product to occupy a
clear, distinctive, and desirable place
relative to competing products in the
minds of target consumers.
Begins with differentiating the
company’s marketing offer so it gives
consumers more value.
20. Copyright 2007, Prentice Hall, Inc. 2-20
The Marketing Mix
The set of controllable, tactical
marketing tools that the firm blends to
produce the response it wants in the
target market.
– Product
– Price
– Place (distribution)
– Promotion
21. Copyright 2007, Prentice Hall, Inc. 2-21
The Marketing Mix
Product:
– Variety, quality,
design, features,
brand name,
packaging and
services.
Promotion:
– Advertising, sales
promotion, public
relations and
personal selling.
Place:
– Channels, coverage,
logistics, locations,
transportation,
assortments and
inventory.
Price:
– List price, discounts,
allowances, payment
period and credit
terms.
22. Copyright 2007, Prentice Hall, Inc. 2-22
The 4 Ps & the 4 Cs
of the Marketing Mix
4 Ps –
Seller’s View
– Product
– Price
– Place
– Promotion
4 Cs –
Buyer’s View
– Customer Solution
– Customer Cost
– Convenience
– Communication
23. Copyright 2007, Prentice Hall, Inc. 2-23
Managing the Marketing Effort
Four marketing management functions:
– Marketing Analysis
• SWOT analysis is key.
– Marketing Planning
• Create brand marketing plan.
– Marketing Implementation
• Determine who, where, when, and how.
– Marketing Control
• Evaluate results, take corrective action.
24. Copyright 2007, Prentice Hall, Inc. 2-24
SWOT Analysis
Strengths:
Internal capabilities that may help a
company reach its objectives.
Weaknesses:
Internal limitations that may interfere
with a company’s ability to achieve its
objectives.
25. Copyright 2007, Prentice Hall, Inc. 2-25
SWOT Analysis
Opportunities:
External factors that the company may
be able to exploit to its advantage.
Threats:
Current and emerging external factors
that may challenge the company’s
performance.
26. Copyright 2007, Prentice Hall, Inc. 2-26
Brand / Product Marketing Plan
1. Executive summary
2. Current marketing situation
3. Analysis of threats and opportunities
4. Objectives for the brand
5. Marketing strategy
6. Action programs
7. Marketing budget
8. Controls
27. Copyright 2007, Prentice Hall, Inc. 2-27
Marketing Department
Organization
Functional Organization:
Each marketing activity is headed by a
functional specialist.
– Sales Manager
– Advertising Manager
– Director of Marketing Research
– Customer Service Manager
– New Product Manager
28. Copyright 2007, Prentice Hall, Inc. 2-28
Marketing Department
Organization
Geographic Organization:
Sales and marketing people are
assigned to specific countries, regions,
and districts.
Product Management Organization:
One person given responsibility for
complete strategy and marketing program
for a single product.
29. Copyright 2007, Prentice Hall, Inc. 2-29
Marketing Department
Organization
Market or Customer Organization:
Manager responsible for particular
market or customer.
Combination Organization:
Use some combination of the previous
four approaches.
– This is especially true in large companies
(e.g., Procter & Gamble)
30. Copyright 2007, Prentice Hall, Inc. 2-30
Marketing Control Process
Set Goals
Measure Performance
Evaluate Performance
Take Corrective Action
31. Copyright 2007, Prentice Hall, Inc. 2-31
Marketing Control Process
Operating Control
– Evaluates performance against the plan
and takes corrective action.
Strategic control
– Evaluates whether strategies match
opportunities.
• The marketing audit is major tool.
32. Copyright 2007, Prentice Hall, Inc. 2-32
Return on Marketing
Assessed using one or more methods:
– Standard marketing performance
measures
• Brand awareness, sales, market share
– Customer-centered measures
• Customer acquisition, customer
retention, customer lifetime value
33. Rest Stop: Reviewing the Concepts
Copyright 2007, Prentice Hall, Inc. 2-33
1. Explain companywide strategic planning and
its four steps.
2. Discuss how to design business portfolios
and growth strategies.
3. Explain marketing’s role in strategic planning
and how marketing works with its partners to
create and deliver customer value.
4. Describe the elements of a customer-driven
marketing strategy and mix, and the forces
that influence it.
5. List the marketing management functions,
including the elements of a marketing plan.