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Marketing-Kotler
Chapter 1-20
Marketing Plan
Marketing
• Marketing is about identifying and meeting
human and social needs.
• It is meeting needs profitably.
• 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.
Marketing Mix and Modern Marketing
Management P’s
• Marketing Mix:
• Product
• Price
• Place
• Promotion
• Packaging
• Modern Marketing
Management:
• People
• Processes
• Programs
• Performance
Corporate and Strategic planning
• Defining the corporate mission
• Establishing strategic business units
• Assigning resources to each strategic business
units
• Assigning growth opportunities
Business unit Strategic Planning
• Business mission
• SWOT Analysis
• Goal Formulation
• Strategy Formulation
• Program Formulation
• Implementation
• Feedback and Control
Types of Marketing Environment
• Demographic
• Economic
• Sociocultural
• Natural
• Technological
• Political-Legal
Marketing Research Process
• Define the problem, the decision alternatives,
and the research objectives
• Develop the research plan
• Collect the information
• Analyze the information
• Present the findings
• Make the decision
The Marketing Funnel
Target
market
aware
Open to
trial
Recent
user
Regular
user
Most
often used
loyal
Buying decision process
• Problem recognition
• Information search
• Evaluation Of alternatives
• Purchase decision
• Post purchase behavior
Buying Center includes
• Initiators
• Users
• Influencers
• Deciders
• Approvers
• Buyers
• Gatekeepers
Major Segmentation variables for
consumer Markets
Geographic(region, city,
rural and semi-urban
areas)
Demographic(age,
family size, gender,
income, occupation,
education, socio-
economic classification)
Psychographic(lifestyle,
personality)
Behavioral(occasions,
benefits, user status,
usage rate, loyalty
status, readiness stage,
attitude towards
product)
Steps in the Segmentation Process
• Need-based Segmentation
• Segment identification
• Segment attractiveness
• Segment profitability
• Segment positioning
• Segment acid test
• Marketing mix strategy
Six types of Defend Strategies
• Position(defender)
• Flank
• Preemptive
• Counteroffensive
• Mobile
• Contraction
Market Challenger Strategies
• Defining the strategic objective and opponent
(it can attack the market leader, it can attack
firms not doing well and are underfinanced, it
can attack small local and regional firms)
• Choosing a general attack strategy
(frontal, flank, encirclement, bypass, guerrilla)
• Choosing a specific attack strategy
Market Followers Strategies
• Counterfeiter
• Cloner
• Imitator
• Adaptor
Product Life-cycles
• Introduction
• Growth
• Maturity
• Decline
Product Life-cycle Marketing Strategies
• Products have a limited life
• Product sales pass through distinct stages, each
posing different challenges, opportunities, and
problems to the seller
• Products rise and fall at different stages of the
product life-cycle
• Products require different marketing, financials,
manufacturing, purchasing, and human resource
strategies in each life- cycle stage.
Alternate ways to increase sales-
volume
• Expand the number of
users:
• Convert nonusers
• Enter new market
segments
• Attract competitors’
customers
• Increase the usage rates
among users:
• Have consumers use the
product on more
occasions
• Have consumers use
more of a product on
each occasion
• Have consumers use the
product in new ways
Positioning and Branding a Small
business
• Creatively conduct a low cost marketing
research
• Focus on building one or two strong brands
based on one or two key associations
• Employ a well integrated set of brand
elements
• Create buzz and a loyal brand community
• Leverage as many associations as possible
Stages of Brand development
• Identity (deep broad brand awareness)
• Meaning (P-O-P & P-O-D)
• Response (positive, accessible reactions)
• Relationships (intense, active loyalty)
Value creation Practices
• Social networking
• Impression management
• Community engagement
• Brand use
The Customer Value Hierarchy
• Core benefit
• Basic product
• Expected product
• Augmented product
• Potential product
The product Hierarchy
• Need family
• Product family
• Product class
• Product line
• Product type
• Item
ServQual Attributes
• Reliability
• Responsiveness
• Assurance
• Empathy
• Tangibles
Steps in Setting a Pricing Policy
• Selecting the pricing objectives
• Determining demand
• Estimating costs
• Analyzing competitors’ costs, prices and offers
• Selecting a pricing method
• Selecting the final price
Channel Design Decisions
• Analyzing customer needs and wants
• Establishing objectives and constraints
• Identifying major channel alternatives
• Evaluating major channel alternatives
Marketing Communication Mix
• Advertising
• Sales promotion
• Events and experience
• Public relations and publicity
• Direct marketing
• Interactive marketing
• Word-of-mouth
• Personal selling
Developing Effective Communication
• Identify target audience
• Determine the communication objectives
• Design the communication
• Select the communication channel
• Establish budget
• Decide on media mix
• Measure results
• Manage integrated marketing communication
Five M’s of Advertising
• Mission
• Money
• Message
• Media
• Measurement
Advertising Program
• Setting the objectives
• Deciding the advertising budget
• Developing the advertising campaign
Designing a Sales Force
• Sales force objectives
• Sales force strategy
• Sales force structure
• Sales force size
• Sales force compensation
Managing the Sales Force
• Recruiting and selecting sales representatives
• Training sales representatives
• Supervising sales representatives
• Motivating sales representatives
• Evaluating sales representatives
Steps in Effective Selling
• Prospecting and qualifying
• Pre-approach
• Presentation and demonstration
• Overcoming objectives
• Closing
• Follow-up and maintenance
New Product Development Decision
process
• Idea generation
• Idea screening
• Concept development and testing
• Marketing strategy development
• Business analysis
• Product development
• Market testing
• Commercialization
Stages in Adoption Process
• Awareness
• Interest
• Evaluation
• Trial
• Adoption
Decisions in International Marketing
• Deciding whether to go abroad
• Deciding which markets to enter
• Deciding how to enter the market
• Deciding on the marketing program
• Deciding on the marketing organization
The Marketing Plan
1. Executive summary
2. Situation analysis:
• Market summary
• SWOT analysis
• Competition
• Product offerings
• Distribution
3. Marketing strategy:
• Objectives
• Target markets
• Positioning
• Strategies
• Marketing mix
• Marketing research
4. Financials
5. Controls:
• Implementation
• Marketing organization
Thank You

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Marketing Management Book kotler(summary)

  • 2. Marketing • Marketing is about identifying and meeting human and social needs. • It is meeting needs profitably. • 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.
  • 3. Marketing Mix and Modern Marketing Management P’s • Marketing Mix: • Product • Price • Place • Promotion • Packaging • Modern Marketing Management: • People • Processes • Programs • Performance
  • 4. Corporate and Strategic planning • Defining the corporate mission • Establishing strategic business units • Assigning resources to each strategic business units • Assigning growth opportunities
  • 5. Business unit Strategic Planning • Business mission • SWOT Analysis • Goal Formulation • Strategy Formulation • Program Formulation • Implementation • Feedback and Control
  • 6. Types of Marketing Environment • Demographic • Economic • Sociocultural • Natural • Technological • Political-Legal
  • 7. Marketing Research Process • Define the problem, the decision alternatives, and the research objectives • Develop the research plan • Collect the information • Analyze the information • Present the findings • Make the decision
  • 8. The Marketing Funnel Target market aware Open to trial Recent user Regular user Most often used loyal
  • 9. Buying decision process • Problem recognition • Information search • Evaluation Of alternatives • Purchase decision • Post purchase behavior
  • 10. Buying Center includes • Initiators • Users • Influencers • Deciders • Approvers • Buyers • Gatekeepers
  • 11. Major Segmentation variables for consumer Markets Geographic(region, city, rural and semi-urban areas) Demographic(age, family size, gender, income, occupation, education, socio- economic classification) Psychographic(lifestyle, personality) Behavioral(occasions, benefits, user status, usage rate, loyalty status, readiness stage, attitude towards product)
  • 12. Steps in the Segmentation Process • Need-based Segmentation • Segment identification • Segment attractiveness • Segment profitability • Segment positioning • Segment acid test • Marketing mix strategy
  • 13. Six types of Defend Strategies • Position(defender) • Flank • Preemptive • Counteroffensive • Mobile • Contraction
  • 14. Market Challenger Strategies • Defining the strategic objective and opponent (it can attack the market leader, it can attack firms not doing well and are underfinanced, it can attack small local and regional firms) • Choosing a general attack strategy (frontal, flank, encirclement, bypass, guerrilla) • Choosing a specific attack strategy
  • 15. Market Followers Strategies • Counterfeiter • Cloner • Imitator • Adaptor
  • 16. Product Life-cycles • Introduction • Growth • Maturity • Decline
  • 17. Product Life-cycle Marketing Strategies • Products have a limited life • Product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller • Products rise and fall at different stages of the product life-cycle • Products require different marketing, financials, manufacturing, purchasing, and human resource strategies in each life- cycle stage.
  • 18. Alternate ways to increase sales- volume • Expand the number of users: • Convert nonusers • Enter new market segments • Attract competitors’ customers • Increase the usage rates among users: • Have consumers use the product on more occasions • Have consumers use more of a product on each occasion • Have consumers use the product in new ways
  • 19. Positioning and Branding a Small business • Creatively conduct a low cost marketing research • Focus on building one or two strong brands based on one or two key associations • Employ a well integrated set of brand elements • Create buzz and a loyal brand community • Leverage as many associations as possible
  • 20. Stages of Brand development • Identity (deep broad brand awareness) • Meaning (P-O-P & P-O-D) • Response (positive, accessible reactions) • Relationships (intense, active loyalty)
  • 21. Value creation Practices • Social networking • Impression management • Community engagement • Brand use
  • 22. The Customer Value Hierarchy • Core benefit • Basic product • Expected product • Augmented product • Potential product
  • 23. The product Hierarchy • Need family • Product family • Product class • Product line • Product type • Item
  • 24. ServQual Attributes • Reliability • Responsiveness • Assurance • Empathy • Tangibles
  • 25. Steps in Setting a Pricing Policy • Selecting the pricing objectives • Determining demand • Estimating costs • Analyzing competitors’ costs, prices and offers • Selecting a pricing method • Selecting the final price
  • 26. Channel Design Decisions • Analyzing customer needs and wants • Establishing objectives and constraints • Identifying major channel alternatives • Evaluating major channel alternatives
  • 27. Marketing Communication Mix • Advertising • Sales promotion • Events and experience • Public relations and publicity • Direct marketing • Interactive marketing • Word-of-mouth • Personal selling
  • 28. Developing Effective Communication • Identify target audience • Determine the communication objectives • Design the communication • Select the communication channel • Establish budget • Decide on media mix • Measure results • Manage integrated marketing communication
  • 29. Five M’s of Advertising • Mission • Money • Message • Media • Measurement
  • 30. Advertising Program • Setting the objectives • Deciding the advertising budget • Developing the advertising campaign
  • 31. Designing a Sales Force • Sales force objectives • Sales force strategy • Sales force structure • Sales force size • Sales force compensation
  • 32. Managing the Sales Force • Recruiting and selecting sales representatives • Training sales representatives • Supervising sales representatives • Motivating sales representatives • Evaluating sales representatives
  • 33. Steps in Effective Selling • Prospecting and qualifying • Pre-approach • Presentation and demonstration • Overcoming objectives • Closing • Follow-up and maintenance
  • 34. New Product Development Decision process • Idea generation • Idea screening • Concept development and testing • Marketing strategy development • Business analysis • Product development • Market testing • Commercialization
  • 35. Stages in Adoption Process • Awareness • Interest • Evaluation • Trial • Adoption
  • 36. Decisions in International Marketing • Deciding whether to go abroad • Deciding which markets to enter • Deciding how to enter the market • Deciding on the marketing program • Deciding on the marketing organization
  • 37. The Marketing Plan 1. Executive summary 2. Situation analysis: • Market summary • SWOT analysis • Competition • Product offerings • Distribution
  • 38. 3. Marketing strategy: • Objectives • Target markets • Positioning • Strategies • Marketing mix • Marketing research
  • 39. 4. Financials 5. Controls: • Implementation • Marketing organization