Session 21 MG 220 BBA - 27 Oct 10
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This document contains slides from a marketing management class covering packaging, labeling, warranties, guarantees, and strategies for marketing services. It discusses how packaging and labeling can help achieve marketing objectives and brand satisfaction. Warranties and guarantees reduce risk for buyers. Services are intangible acts that may involve products; they are distinguished by intangibility, inseparability, variability, and perishability. The slides provide strategies for holistic marketing of services including external, internal, and interactive marketing. The class presentation covers previous course material in packaging and marketing services and announces an upcoming quiz.
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The document discusses various aspects of customer relationship management (CRM) and service quality. It describes CRM as a process of building and maintaining customer relationships through strategies like data collection and analysis, sales force automation, and customer retention. The document also discusses topics like service recovery strategies, building customer loyalty through rewards programs, and the importance of physical evidence and managing the service environment known as the "servicescape".
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Session 31 MG 220 MBA - 29 Nov 10
This document discusses developing and managing an advertising program. It covers setting objectives, deciding the advertising budget, developing advertising campaigns by creating messages and creative strategies, and deciding on media and measuring effectiveness. The key aspects covered are the 5Ms - mission, money, message, media, and measurement. It also discusses reach, frequency, and impact of advertising and how to evaluate advertising effectiveness.
Session 27 emarketing - 26 nov 10
This document discusses rules of engagement for social media marketing. It covers types of social media like blogging and social networking sites. It explains that content creators like bloggers are part of a company's PR team by promoting the brand. It also discusses marketing to content consumers and content sharers by making sharing content easy. It notes that social media networks gather personal information that can be used for targeted advertising. The document reviews agency roles in social media and holding discussions on how agencies work with social media compared to other channels.
Session 30 emarketing - 3 dec 10
This document discusses latest practices in e-marketing and the regulatory framework for e-marketing. It covers how e-marketing is an increasingly large portion of US ad spending. It also discusses new concepts like online reputation management and webPR. Online reputation management involves constantly monitoring, analyzing, and engaging in conversations to influence a brand's reputation. WebPR is the application of PR strategies using social media. The document also outlines key regulations governing internet marketing like the CAN-SPAM Act and electronic laws in Pakistan. It discusses the government agency responsible for cyber crimes in Pakistan.
Session 32 MG 220 MBA - 2 Dec 10
This document provides an overview and summary of key marketing communication tools, including sales promotion, events and experiences, public relations, direct marketing, interactive marketing, and managing the sales force. For each topic, it outlines major decisions involved, such as establishing objectives, selecting tools, and measuring effectiveness. It also summarizes the steps in the personal selling process and principles of managing a sales force, such as recruiting, training, motivating, and compensating representatives.
Session 30 MG 220 MBA - 25 Nov 10
This document discusses marketing communications and integrated marketing communications. It covers the role of various marketing communication tools like advertising, sales promotion, public relations, direct marketing, and personal selling. It also discusses developing effective communications by identifying the target audience, determining objectives, designing communications, and selecting channels. Additionally, it covers deciding on the marketing communications mix, factors to consider, and measuring communication results. The overall goal is to coordinate different communication tools and channels as part of an integrated marketing communications approach.
Session 30 MG 220 BBA - 1 Dec 10
This document provides an overview and summary of key marketing communication tools: sales promotion, events & experiences, public relations, direct marketing, managing sales force, and principles of personal selling. For each topic, it outlines major decisions, objectives, functions, and steps that must be considered to effectively implement these communication strategies. The document is from a 2010 marketing management class and aims to educate students on the essential components of promoting and selling products and services.
Session 29 MG 220 BBA - 29 Nov 10
This document discusses developing and managing an advertising program. It explains that advertising objectives should be specific, measurable communication tasks. The advertising budget depends on factors like the product's stage in its life cycle and competitive environment. Developing an effective advertising campaign requires understanding the message strategy and creative strategy. Media selection considers the target audience's media habits and chooses channels to cost-effectively deliver exposures. Advertising effectiveness is evaluated through pre-testing ads and measuring changes in brand awareness, recall and sales.
Session 27 MG 220 BBA - 22 Nov 10
This document contains slides from a marketing management class discussing wholesaling and market logistics. It defines wholesaling and lists the key functions of wholesalers, including selling, buying, warehousing, and providing market information. It then discusses wholesaling marketing decisions around target markets, product assortment, pricing, and promotion. It also covers the concept of supply chain management and key decisions for marketing logistics, such as order handling, warehousing, inventory levels, and transportation.
Session 29 (MKUP) MG 220 MBA - 23 Nov 10
This document outlines information for two makeup class sessions covering previous material and a case study on Carrefour for the first session. The second session will cover communicating value through marketing communications, developing effective communications, deciding on a marketing communications mix, and managing the integrated marketing communications process. Both makeup sessions are for an MBA marketing management class taught by Muhammad Talha Salam.
Session 28 MG 220 MBA - 22 Nov 10
This document contains slides from a marketing management class covering several topics:
- Wholesaling, including key functions, marketing decisions around target market, product assortment, price, and promotion for wholesalers
- Marketing logistics and supply chain management, including the four important decisions around order handling, warehousing, inventory, and transportation
- An overview of upcoming class sessions on communicating value, including integrated marketing communications, mass communications, and personal communications
- A makeup class to cover previous session material and a case study on Carrefour
Session 27 MG 220 MBA - 15 Nov 10
This document contains slides from a marketing management class covering topics related to delivering value to customers. It discusses channel integration systems, including vertical and horizontal marketing systems. It also covers e-commerce marketing practices and key definitions. Finally, it discusses retailing, including the definition of retailing, types of retailers, marketing decisions for retailers, and trends in retailing such as the growth of private labels.
Session 26 MG 220 MBA - 11 Nov 10
This document summarizes key points from a marketing management class about channels and value networks. It discusses marketing channels and their functions, the importance of channel integration, and developing hybrid channel systems. It also covers value networks and demand chain planning, looking at a firm's entire network of suppliers and customers. Channel design decisions include analyzing customer needs, setting objectives, and identifying alternatives. Channel management requires selecting, training, motivating and evaluating individual members. The role of information technology in managing networks is also addressed.
Session 30 MG 220 MBA - 25 Nov 10
This document contains slides from a marketing management class about communicating value through integrated marketing communications. It discusses developing effective communications by identifying the target audience and objectives, designing messages and selecting channels. It also covers establishing budgets, deciding on the marketing communications mix, and measuring results. The slides describe factors to consider for each element of the marketing communications mix, and managing the integrated process.
Session 24 emarketing - 5 nov 10
This document discusses various types of social media that can be used for e-marketing purposes. It begins with an overview of word-of-mouth (WOM) marketing and viral marketing, explaining how viral marketing spreads content exponentially similar to a virus. It then covers several social media types - online forums for content sharing, podcasts which allow audio/video subscriptions, and social news sites where users submit and rate links. For each channel, it provides background information and discusses how marketers can utilize them, such as creating targeted podcast content or leveraging the viral aspect of social news sites.
Session 23 emarketing - 2 nov 10
This document outlines the key topics to be covered in a class on social media marketing, including understanding social media and different types of social media. It will discuss how social media has ended interruption marketing by allowing two-way engagement. The class will also cover word-of-mouth and viral marketing, different types of social media like social networking sites, blogs, microblogs, photo and video sharing, and facts about current social media usage. Students will present case studies and there will be quizzes on topics like search engine marketing.
Session 26 emarketing - 23 nov 10
This document contains slides from a class presentation on social media marketing. It discusses starting with social media by listening, then joining and participating on sites. It emphasizes being human and interactive. The slides also cover types of social media like photo and video sharing on YouTube and Flickr, social bookmarking on sites like Delicious, and microblogging on Twitter and Yammer. Later slides will discuss rules of engagement and specific types of social media like blogging and social networking sites.
Session 25 emarketing - 12 nov 10
This document contains information about an upcoming guest speaker session and class presentation on social media marketing. The guest speaker will be Mr Amer Sarfraz, founder and CEO of Bramerz (Pvt) Ltd, who will discuss social media and types of social media including photo and video sharing and social bookmarking. The upcoming class presentation will cover social media marketing and reference chapters 5, 8, and 9 from related textbooks on the topic.
Session 26 MG 220 BBA - 15 Nov 10
This document contains slides from a marketing management class covering topics related to delivering value to customers. It discusses channel integration systems, including vertical and horizontal marketing systems. It also covers e-commerce marketing practices and key definitions. Finally, it summarizes retailing concepts like types of retailers, marketing decisions, and trends in retailing as well as private labels. The slides were presented by Muhammad Talha Salam from the National University of Computer and Emerging Sciences.
Session 22 MG 220 BBA - 1 Nov 10
This document outlines details for a marketing management course, including the course code, semester, instructor information, and website to access slides. It lists topics for two class sessions on November 1st and 3rd that will cover shaping marketing offerings, understanding pricing, and reviewing how to set prices.
Session 27 MG 220 BBA - 22 Nov 10
This document contains slides from a marketing management class discussing wholesaling and market logistics. It defines wholesaling and lists the key functions of wholesalers, including selling, buying, warehousing, and providing market information. It then discusses wholesaling marketing decisions around target markets, product assortment, pricing, and promotion. It also covers the concepts of supply chain management and marketing logistics, including the four decisions of order handling, warehousing, inventory levels, and transportation.
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Session 21 MG 220 BBA - 27 Oct 10
- 1. MG 220 Marketing Management BBA 09 – Sec C Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Part 5: Shaping the Marketing Offerings > Packaging, Labeling, Warranties & Guarantees > The Nature of Services > Marketing strategies for service firms > Quiz 6: Chap 9, 13/ed. Or Chap 11, 12/ed. Class Presentation | Session 21 | 27 Oct 2010
- 2. Access it online: www.slideshare.net/talhasalam Packaging, Labeling, Warranties, Guarantees Packaging • All activities of designing and producing the container for a product Packaging as a Marketing Tool • Self Service • Consumer Affluence • Company and brand image • Innovation opportunity • To achieve marketing objectives of brand, and satisfy desires of customer, the aesthetics and functional components of packaging must be chosen correctly. • After designing, packaging is tested with: – Engineering tests – Visual tests – Dealer tests – Consumer tests MG 220 Marketing Management 2
- 3. Access it online: www.slideshare.net/talhasalam Packaging, Labeling, Warranties, Guarantees Labeling • Labels perform several functions: – Identifies the product or brand – Grade the product – Describe the product – Promote the product • Labels eventually become outdated and need freshening up Warranties & Guarantees • Legal responsibility of seller: Fulfilling a buyer’s normal or reasonable expectations. • Warranties are formal statements of expected performance by manufacturer • Products under warranty can be replaced, repaired or even refunded • Guarantees reduce a buyer’s perceived risk and suggest that product is of high quality and company and its services are dependable. Two situations where guarantees are highly effective: – Where company is a new entrant – Where product quality is superior to the competition MG 220 Marketing Management 3
- 4. Access it online: www.slideshare.net/talhasalam The Nature of Services What is a “service” • Any act or performance that one party can offer to another that is essentially intangible and does not result in ownership of anything. Its production may or may not be tied up with a physical product • Categories of Service Mix – Pure tangible good • FMCG products – Tangible good with accompanying services • Cars, computers – Hybrid • Restaurants – Major service with accompanying minor goods and services • Air Traveling – Pure service • Lawyer, Tax consultant MG 220 Marketing Management 4
- 5. Access it online: www.slideshare.net/talhasalam The Nature of Services Evaluating services • How services can be evaluated compared to products MG 220 Marketing Management 5
- 6. Access it online: www.slideshare.net/talhasalam The Nature of Services Distinctive Characteristics of Services • Intangibility – To reduce uncertainty because of intangibility, buyers look for evidence of quality – Service provider’s task is to: manage the evidence and tangibilize the intangible • Inseparability – Provider is part of service – Service is considered to be provided specifically by a certain provider • Variability – Invest in good hiring and training procedures – Standardize the service-performance process throughout the organization – Monitor customer satisfaction • Perishability – Services are not perishable but due to demand fluctuations, service providers can face problems – They need to come up with alternates to respond to these fluctuations MG 220 Marketing Management 6
- 7. Access it online: www.slideshare.net/talhasalam Marketing Strategies for Service firms Holistic Marketing for Services • External marketing describes the normal work of preparing, pricing, distributing and promoting the service to customers • Internal marketing describes training and motivating the employees to serve customers well • Interactive marketing describes employees’ skills in serving the client i.e. delivering the service. It has two key components: technical quality and functional quality MG 220 Marketing Management 7
- 8. Access it online: www.slideshare.net/talhasalam Topics NOT included: Chap 13 Managing Service Quality Managing Service Brands Managing Product Support Services MG 220 Marketing Management 8
- 9. MG 220 Marketing Management BBA 09 – Sec C Fall 2010 Muhammad Talha Salam, Asst. Professor talha.salam@nu.edu.pk Access it online: www.slideshare.net/talhasalam Part 5: Shaping the Marketing Offerings Covering Previous course material Class Presentation | Session 22 | 1 Nov 2010