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I am very thankful to you if you help me in this matter. My e-mail is email@example.com Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Business 130:The Principles of Marketing: Business 130:The Principles of Marketing Instructor Martin J. Kandes Class 1What is this Course About?: What is this Course About? It’s a Course About How to Think About MarketingMarketing 130 Introduction / Orientation: Marketing 130 Introduction / Orientation Course Requirements Read The Textbook, Be In Class, Professionalism View and Understand Video Case Studies Do Five (5) Business Case Studies Do 3-5 page Book Report From Required List Mid Term Examination Final Examination Required Textbook: Required Textbook “Basic Marketing” by William Perreault and Jerome McCarthyRequired Book Report Selection List: Required Book Report Selection List “The Marketing Imagination” by Theodore Levitt “Relationship Marketing” by Regis McKenna “Crossing the Chasm” by Geoffrey Moore “You are the Message” by Roger Ailes “Selling to the Top” by David Peoples “The Fifth Discipline” by Peter Senge “Made in Japan” by Akio Morita “Sacred Hoops” by Phil Jackson Teaching Strategies: Teaching Strategies Dialogue based upon Textbook reading Lecture and Discussion in Class Video Case Presentation / Discussion Case Studies ExaminationsWeb Site Address: Web Site Address Http://www.cob.sjsu.edu/facstaff/kandes _m/index.htmGrading: Grading Personal Profile 15 points Case Analysis (5) 50 points Mid Term Examination 100 points Final Examination 100 points Book Report 75 pointsGrading: Grading A+ Outstanding A Excellent A- Exceptional B+ Very Good B Good B- Above Average C AverageWhat is the Purpose of Education?: What is the Purpose of Education?Slide11: “Education is not filing a bucket but lighting a fire” William Butler YeatsThe Fire : The Fire “A man only learns in two ways, one by reading, and the other by association with smarter people” Will Rodgers LearningWhat is Learning?: What is Learning? Learning is a behavior that can influence our personal growth as individuals and as a community. Each individual has his or her individual path to sculpting and unlocking their potential, beginning with their hereditary roots and their learning behavior.Learning: Learning Is about improvement of the mind as we accumulate and enhance data, information, knowledge, understanding, know-how and wisdom as we live life and gain experience.Slide15: Standards Learning Performance Time S0 S1 S2 Learning is all about Personal Growth! ResultsSlide16: Learning Practice Standard Peak Performance Results Personal Growth!Slide17: Learning Practice Standard Peak Performance Results Soccer Success!Slide18: Personal Growth Requires Individual Accountability Taking Responsibility for Setting Standards, Performance, Results and Learning by Continually Improving the Process of Practice Prior to Performance Practice First Perfection LaterI Want To Play Better Golf: I Want To Play Better Golf Standard: Mine Worldclass: Tiger Woods Performance (Practice / Game) Mine Worldclass: Tiger Woods Results Mine Worldclass Learning What’s Right What’s Wrong Slide20: Standards Performance Results Learning I Want To Play Better GolfLearning is for You, Incorporated: Learning is for You, Incorporated You are the CEO of Your Own Business…YOU As CEO you are responsible for creating clarity of purpose and the conviction necessary to grow personally. Position Yourself For Personal Growth of You, Inc. Through Learning Learning is a process. Learning is about improving your capability, capacity, creativity, competency, conduct, capital and contacts to position yourself for the success and happiness of You, Inc. What do you need to do to market You, Inc. to others?Marketing as a System: Marketing as a System IntroductionSlide23: Marketing as a System The “Classic” 4 P’s of Marketing Product Price Promotion Place The is a Course About These P’s and More...The Marketing Strategy of You, Inc: The Marketing Strategy of You, Inc Product: You (Your Feature and Benefits) Price: What You Will Work For Promotion: How You Influence Others Place: Where and When do You Sell You But there are P’s other than these….. Slide25: Performance Persuasion Perception Products Package Promotion Place Price Positioning The Many “P’s” of Marketing People Slide26: Performance Persuasion Perception Products Package Promotion Place Price Positioning Also the P’s of Product Management People Marketing is about Managing: Marketing is about Managing These “P’s”Slide28: The Most Important “P” PEOPLE ! Who You Market To---Your CustomersHow Does One Manage People?: How Does One Manage People? Select Employees Motivate Employees Train Employees Coach Employees Appraise Them Organize Them Direct Them Control Them This is the Classic View of ManagementMarketing is Also About Managing : Marketing is Also About Managing Manage One’s Self Integrity Ethics D,I, K, U, KH, W Temperament Thoughts / Thinking Emotions Actions Use this as a window to understand others- your customers and what they need from you!To Manage One Needs to... : To Manage One Needs to... Look up Look Down Look Out Look In Look Around Understand, influence, motivate, lead by exampleTo Market To Customers You Need….: To Market To Customers You Need…. To Know a Lot About People!Slide33: Because Customers are People... ….The Key “P” People - They are target of marketing What are people from a marketing perspective? They have a mind, a body, a spirit Complex System of Organs Marketing Organ Systems- Brain, Eyes, Ears and Heart People also have beliefs, emotions feelings, thoughts (past) and thinking (present)Slide34: The CEO of Human Life The Brain of People Works like a camera. A holographic camera. Makes you aware of what is and isn’t. It’s a true virtual reality machine. It gives you images and you decide what the image means. Your brain is a multi-purpose picture taking organ with no owners manual. What you learn is what you learn. The brain will let you do only what you think about.Slide35: What controls your brain? Your beliefs How many of you drove here today? Think about where you parked your car. Is it there? You belief it is. The brain gives you the most logical feeling and an objective reality of the car. The brain operates like a holographic camcorder.Slide36: People and their Brains Left Brain - Logic, Problem Solving Right Brain - Images to move the nervous system Image thinkers - mind works like a T.V. Concept thinker - mind works like a radio How people think and how people’s minds work effects how you market and sell to them. What is this thing called mind?Slide37: The mind is…... Seat of consciousness, thought, volition and feeling. Your mind through your brain directs you to do, to act. Each persons mind is constructed in a different way by life experiences, cultural background. education, social norms, genetics etc. You interpret what you see not what is? Imagine a brick wall. The brain gave you an image of a wall. What are the attributes of the wall?The Mind: The Mind Everything you know is in your mind You perceive the world through your mind What we create in the material world begins in the mind as an ideaSlide39: Left Brain (Newtonian) Right Brain (Quantum) Data Information Knowledge Action Wisdom Knowing Sensory Input Art Language Self Tools: Intellect Questions Dialogue Model Logic Analysis Tools: Intuition Metaphor Senses Art Poetry Myth Vision Brain Focus We use both!The Brain Within You: The Brain Within You Left Brain Discipline Accountable Scripted Facts and Logic Measurable Knowledge Based Justify Right Brain Freedom Artful Ad Lib Feelings and Emotion Intangible Intuitive BuyYou Are What You Think !: You Are What You Think ! Left Brain (x cells) logical verbal reasoning intellectual analytical linear (sequential) time bound analysis control Right Brain (50x cells) pattern recognition non verbal processing visual awareness intuitive emotional creative timeless see the whole synthesis Slide42: The Brain Has Three States of Emotion Positive- Buy Negative- Don’t Buy Neutral- Learn more What is emotion? Strong mental or instinctive feeling? e.g. love, fearSlide43: Three Kinds of Intelligence Mental = Brain (Thoughts) Emotional = Heart (Feelings) Intuitive = Gut (Beliefs) Knowledge Emotion The Brain Looks at Product and Services Through This Lens. That’s why Marketer's Need to Know This Types of Intelligence: Types of Intelligence Intellectual Emotional Spiritual Visual Kinesthetic Musical Interpersonal IntrapersonalIntelligence: Intelligence IQ SAT’s Grades Degrees Knowledge Learning Intellectual Skills Doing Self awareness manage your emotions motivational empathy read feelings of others teamwork persuasion relationship development Being Intellectual EmotionalSlide46: Belief, Emotion, Feeling Belief- acceptance as truth, it is not truth. Truth is what you believe not fact. Brain has seen it before. It’s right from the perspective of the brain. Emotion = the response to something real or imagined by the brain. A disturbance in the body. Feeling = Responsive awareness or recognition, a type of emotional state.Class #2: Class #2 More About the Most Important “P” PeopleHow Many People Are There?: How Many People Are There? Creation to 1800 1B 1930 2B 1960 3B 1974 4B 1987 5B 1999 6B The Target Market!Markets by Population in 1998: Markets by Population in 1998 China 1.2B India 989M USA 250MPeople: People The most complex element of any business. Know them By first knowing yourselfPeople Feel….: People Feel…. Tension Ambivalence Conflict Fear Anxiety Excitement Pay Attention When You Feel This way!Slide52: People Acquire Facts and Knowledge Facts = Objective truth Knowledge = The sum of what is known about something. But there is more!What is Knowledge?: What is Knowledge? Rational Scientific Method Objective Events Linear Sequential Abstract Symbolic Intuitive Inner Experience Complex Holistic Multi-dimensional Non Linear Beyond Sense Based The Continuum of Knowing: The Continuum of Knowing Data Information Knowledge Understanding Know-How Wisdom What Creates Knowing?Thinking!: Thinking!“Few people think more than two or three times a year. I’ve made an international name for myself thinking once a week.”: “Few people think more than two or three times a year. I’ve made an international name for myself thinking once a week.” ………George Bernard ShawHow Often Do You Think?: How Often Do You Think? Space-The Final Frontier…….. To Boldly Go Where No Man Has Gone Before By ThinkingTypes of Thinking: Types of Thinking Divergent: Expand The Picture (Right Brain) Convergent: Reduce The Picture (Left Brain) Learn to Think Marketing to do MarketingThinking is about Creativity: Thinking is about Creativity Initiation Incubation Illumination Integration 4 Stages of CreativitySlide60: “Creativity is one percent inspiration and ninety-nine percent perspiration” Thomas Edison Tesla, would say that was Edison’s ProblemTo Get Creative! Suspend The Left Side Explore the Right:: To Get Creative! Suspend The Left Side Explore the Right: Jog Shower Driving Nap Wine Flying Walk Where do you think best?Think Deeper: Think Deeper Taste Touch Sight Smell Sound Think In 5 Senses!The Five Senses of……….: The Five Senses of………. Christmas Thanksgiving London Hawaii Hard Rock Café World Cup Can you relate?What is your Personal Style?: What is your Personal Style? How about others? Carl Jung (1875-1961): Carl Jung (1875-1961) Perceiving (Take In) Sensing (S) Intuition (N) Judging (Organize) Thinking (T) Feeling (F) Theory of Psychological TypeMyers-Briggs Type Indicators: Myers-Briggs Type Indicators Katherine Cook Briggs (1875-1968) Mother Isabel Briggs Myers (1897-1980) Daughter Elaborated Jung’s Ideas and Applied Them to Human InteractionFour Approaches To Life : Four Approaches To Life How are you energized, (Extrovert / Introvert)? What do you pay attention to, (Sensing / Intuition)? How do you make decisions, (Thinking / Feeling)? How do you live and work, (Judgement / Perception)?How Are You Energized?: How Are You Energized? Extrovert (E) Attuned Externally Prefer Talking Learn By Doing Learn By Discussing Talk First Reflect Next Sociable Expressive Introvert (I) Draw To Inner World Prefer Writing Learn By Reflection Private Under control, contained Concentration / Focus Depth How Do You Pay Attention? : How Do You Pay Attention? Sensing (S) Focus on Real 5 Senses Concrete / Factual Present Focused Practical Trust Experience Detailed Sequential Intuition (N) Sixth Sense Big Picture Future Oriented Imagination / Insight See Patterns Trust Inspiration Leap of Faith NoveltyHow You Make Decisions?: How You Make Decisions? Thinking (T) Analytical Logical Cause and Effect Objective Critique Reason Firm / Fair Tough Minded Feeling (F) Heart Value Based Harmony Empathy Compassionate Mercy AcceptingHow Do You Live and Work?: How Do You Live and Work? Judgement (J) Plan Goals Methodical Closure Decisive Organized Scheduled Perception (P) Flow Let Life Happen Open To Change Flexible / Adaptive Casual Energized By Changes SpontaneousThe Shadow Side: The Shadow Side Introvert Sensing Thinking Judging Extrovert Intuitive Feeling Perceiving Creative people seem to have integrated their shadow side into their light sideKnow Thy Self: Know Thy Self Know Your Colleagues Know Your Customers Know Your CompetitorsSlide74: Economic Buyer *Final Approval *Controls $ *Veto Power User Buyer *What’s For Me *Impacts Job Influence Buyer *Experience *Knowledge *Vested Interest Gatekeeper *Can’t Say Yes *Can Say No Know Your CustomersBehavioral Styles: Behavioral Styles Driven Decisive Independent Self-Directed Wants It Yesterday Risk Taker Fast Decisions Action Oriented Just The Facts Analytical Deliberate Exacting Structured Detailed Needs Proof Planned Risk Averse DetachedBehavioral Styles: Amiable People Oriented Relationship Oriented Feelings Focused Customer Focused Avoids Conflict Listener Supportive Personable Expressive Inspiring Persuasive Creative Innovative Big Picture Spontaneous Energized Intuitive Behavioral StylesWhich One Are You?: Which One Are You? Which One Is Your Customer?Slide78: Famous Names Analytical Drivers Amiable ExpressiveSlide79: Marketing as a System The 4 P’s of Marketing Product Price Promotion PlaceSlide80: Performance Persuasion Perception Products Package Promotion Place Price Positioning The P’s of Product Management People Slide81: Performance Persuasion Perception Products Package Promotion Place Price Positioning Marketing as a System People The Purpose of All Companies is...: The Purpose of All Companies is... Profitable Financial GrowthSlide83: Marketing Myopia Every major industry was once a growth industry. In every case growth is threatened and is because of a failure of management. Defining what business you are in is important to growth. Customer oriented not product oriented.Slide84: What is Marketing Myopia Seeing the market in a nearsighted (short term, short sighted way). Focus on building product not customer need, wants and demands. Focus on Selling not Marketing Slide85: What Business Are You In? Penn Central Disney ATT NEC Sony B of A Charles Schwab What do you think?Slide86: What Business Are You In? Penn Central Disney ATT NEC Sony B of A Charles Schwab Transportation Entertainment Communications C & C Entertainment Financial Service Financial ServiceIntroduction to Case Analysis: Introduction to Case AnalysisSlide88: P The Unmet Need Relevance Reach Relate Retain Revenue The Unique Solution The Idea Target Market Rethink Redirect Reorganize Reposition Rebuild Insight 1 2 3 4 5 6 Feelings Beliefs Emotions Thoughts Thinking Segmentation / Size Strengths Weaknesses Opportunities Strengths Implementation Growth Share Market Market Penetration Market Development Product Development Diversification 7 Strategy Structure Skills Style Marketing Mix Dog Cow ? 8 Foresight Product Packaging Performance Price Promotion Positioning Perception Place Persuasion Value Creation/Wealth 9 Shareholders Suppliers Employees Customers Mergers Acquisitions Innovation New Business Models Reengineering Quality Cost Reduction Profitable Growth 10 Revenue ROS, ROE, EPS Stock Price Standards Results Performance Adoption 11 Relative Advantage Compatibility Complexity Divisibility Communicability Infrastructure capital Human Capital Intellectual Capital Attention Capital (“Best Practice) (“Best Results”)Class 3: Class 3Review Case Method and Process: Review Case Method and ProcessSlide91: P The Unmet Need Relevance Reach Relate Retain Revenue The Unique Solution The Idea Target Market Rethink Redirect Reorganize Reposition Rebuild Insight 1 2 3 4 5 6 Feelings Beliefs Emotions Thoughts Thinking Segmentation / Size Strengths Weaknesses Opportunities Strengths Implementation Growth Share Market Market Penetration Market Development Product Development Diversification 7 Strategy Structure Skills Style Marketing Mix Dog Cow ? 8 Foresight Product Packaging Performance Price Promotion Positioning Perception Place Persuasion Value Creation/Wealth 9 Shareholders Suppliers Employees Customers Mergers Acquisitions Innovation New Business Models Reengineering Quality Cost Reduction Profitable Growth 10 Revenue ROS, ROE, EPS Stock Price Standards Results Performance Adoption 11 Relative Advantage Compatibility Complexity Divisibility Communicability Infrastructure capital Human Capital Intellectual Capital Attention Capital (“Best Practice) (“Best Results”)Slide92: Learning (Results) Bad, Good, Excellent, Outstanding Standard (Who’s The Best) Peak Performance Results Personal Growth!Slide93: “Then I asked: Does a firm persuasion that a thing is so, make it so? He replied: All poets believe that it does and in all ages of imagination this firm persuasion removed mountains; but many are not capable of firm persuasion of anything”. William Blake 1793Slide94: What is Marketing? A business function that identifies customer needs and wants. A business function that determines the target market the organization can best serve. a business function that designs products, services and programs to serve the market. A philosophy of delivery of customer satisfaction for a profitSlide95: Selling versus Marketing Selling Focus on needs of the seller Focus on converting product to cash Create orders/sales Takes cues from business owner Sell what you have Exchange cash for product Marketing Focus on needs of buyer Focus of satisfying customer Create Value that customers want Takes cue from the customer Find market Value that the exchange is aboutSlide96: Needs , Wants and Demands Need = Necessity, Requirement, Essential, Pre-requisite A state of felt deprivation. Want = Aspiration, Desire, Wish The form shaped by a human need by culture and personality Demand = Wants that are backed buy buying powerSlide97: + Needs Wants Demands Marketing Strategist = Influence Product Service D,I,K,U,KH, W CreativitySlide98: Products - anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want. Services - activities or benefits offered for sale that are essentially intangible and don’t result in the ownership of anything. Satisfiers of Needs and WantsSlide99: Customer Value - benefit that the customer gains from owning and using a product compared to the cost of obtaining the product. Customer Satisfaction - depends on the product’s perceived value versus expectations. How Customers Make a ChoiceSlide100: Consumers favor products that are available and highly affordable Improve production and distribution Consumers favor products that offer the most quality, performance, and innovative features Consumers will buy products only if the company promotes/ sells these product Focuses on needs/ wants of target markets & delivering satisfaction better than competitors Focuses on needs/ wants of target markets & delivering superior value Society’s well-being Marketing Management PhilosophiesSlide101: The Cornerstone to Effective Marketing Customer Needs / Wants KnowledgeSlide102: What Marketing is Not It is not the art of selling. What is selling?Slide103: What is Selling? Make over or dispose of for money. Betray for money or other award. Promote, advertise, publish the merits of. Persuade or convince of value or importance. Cause to be sold.Slide104: The Selling Concept The Marketing Concept Starting Point Marketing versus SellingSlide105: Selling Strategic Emotional Approach First Knowledge Based Tactical Knowledge FirstTypes of Selling Approach: Types of Selling Approach Intellectual Knowing Answers Winning/Losing Inequality Power/Manipulate Prove Points Emotional Finding Out Questions Sharing/Partnering Equality Respect Explore PossibilitiesEffective Strategic Selling: Effective Strategic Selling From Problem Circumstance Control FUD WIN To Opportunity Purpose Adaptive Confidence and Trust WITSlide108: Marketing’s Goal Create customer satisfaction profitably. Build value laden relationships. To know what to make or provide to create and keep customers. What are these entities called customers?How Does Marketing Influence Customers?: How Does Marketing Influence Customers? It begins with CommunicationsSlide110: What Are Some Marketing Words That We Use To Communicate?Slide111: Marketing Words Attitude, Action Beliefs Creative, Conceptual Dialogue, Differentiation Emotional Feeling, Felts Good, Great Honesty Integrity, Influence Judging Knowledge Learning, Logical Motivational Need, Noble Opinion Process QualitySlide112: Marketing Words Relationship Strategic, Systems Tactical, Targeted Unified Value, Vision Winning, Worthy Xeno You, Yourself Zest, Zeal,ZenSlide113: The Marketing Iceberg Price Product Promotion Place Telling, Selling AdvertisingStrategic Planning: Strategic Planning The -S-Curves of Business“The Future Ain’t What It Use To Be”Yoggi Berra: “The Future Ain’t What It Use To Be” Yoggi Berra Prediction Is a “Probletunity”Change Is Faster Than Ever: Change Is Faster Than Ever Information Float It took centuries to move information about smelting to bring about the Iron Age It took 1.4 seconds to see a man on the moon Information moves quickly today Life Float First life forms 5B years ago on earth Cells about 2.2B years Reptiles .5B years Complex Mammals 100M years How Many of You Use Float?: How Many of You Use Float? How About Your Checking AccountThe Time Between What is and What Will be is Shorter!: The Time Between What is and What Will be is Shorter! The past, present and the future gets closerHow Does One Plan in This Environment ?: How Does One Plan in This Environment ?Slide120: Planning in Business: Strategic Planning The Process : 1. Defining a Mission: Statement of an organization’s purpose; should be market oriented. 2. Setting Company Objectives: Supporting goals and objectives to guide the entire company. 3. Designing a Business Portfolio: Collection of businesses and products that make up the company. 4. Planning Functional Strategies: Detailed planning for each department designed to accomplish strategic objectives.Value and Profitable Business Growth are a Function of…. : Value and Profitable Business Growth are a Function of…. Strategy Structure Skill Style Lets Discuss StrategyWhat is Strategy?: What is Strategy?Slide123: Envisioning the Changing Landscape of Business….. ...And Doing Something About It. That’s Strategy.Slide124: Strategic Vision…... Some People See Further…..They Have Strategic Vision Newton Edison Ford Einstein Gandhi Deming Jobs Berners-Lee What They Have In Common is…..Slide125: They Have Foresight That Creates New Insights That Transform the Landscape…... Value / Growth Time Inflection PointSlide126: 1600 1905 New Insights Create Inflection Points…... 1988 2000 2020 Value / Growth Year Inflection Point Newton EinsteinSlide127: 1968 1972 1980 1988 For Example…… ...The Internet Transforms Everything 1998 2000 2020 Value/ Growth Year Inflection Point Internet Tim Berners-LeeWhat is a Strategic Inflection Point ?: What is a Strategic Inflection Point ? A Time in Life When the Fundamentals Change Horse Power to the Internal Combustion Engine Newtonian Physics to Quantum Physics Mini Computers to Microprocessors Television to Cable Television One Phone Company to Many Phone Companies Conventional Networking to the Internet Traditional Phone to Wireless Phone Commerce to e-Commerce Medicine to Molecular Based Medicine. Strategic Inflection Points Create: Strategic Inflection Points Create Opportunity or Problems (Probletunities)What Causes Inflection Points: What Causes Inflection Points Innovation and Technological Change The Nature of Competition The Nature of Regulation Changes People Change in Demographics Fear, Uncertainty and DoubtHow Does It Feel To Experience the Inflection ?: How Does It Feel To Experience the Inflection ? Its like going from the green ski run to the double black diamond. Its like going from class 1 rapids to class 4 rapids. Feel the change. Its turbulent its forceful. The force be with you! …you’ll need it.Six Forces Effecting Business according to Michael Porter: Six Forces Effecting Business according to Michael Porter Competition (Current and New) Customers Complementors Chain of Supply Conversion (Substitution) Companies Needs a Strategy to Deal With EachClass 4: Class 4Slide134: P The Unmet Need Relevance Reach Relate Retain Revenue The Unique Solution The Idea Target Market Rethink Redirect Reorganize Reposition Rebuild Insight 1 2 3 4 5 6 Feelings Beliefs Emotions Thoughts Thinking Segmentation / Size Strengths Weaknesses Opportunities Strengths Implementation Growth Share Market Market Penetration Market Development Product Development Diversification 7 Strategy Structure Skills Style Marketing Mix Dog Cow ? 8 Foresight Product Packaging Performance Price Promotion Positioning Perception Place Persuasion Value Creation/Wealth 9 Shareholders Suppliers Employees Customers Mergers Acquisitions Innovation New Business Models Reengineering Quality Cost Reduction Profitable Growth 10 Revenue ROS, ROE, EPS Stock Price Standards Results Performance Adoption 11 Relative Advantage Compatibility Complexity Divisibility Communicability Infrastructure capital Human Capital Intellectual Capital Attention Capital (“Best Practice) (“Best Results”)Slide135: They Have Foresight That Creates New Insights That Transform the Landscape…... Value / Growth Time Inflection PointSlide136: The Power of Inflection…..It Transforms the Very Essence of Business Value/ Growth Growth DeclineWhat’s Marketing’s Role?: What’s Marketing’s Role? Rely of Instinct and Personal Judgement to Recognize the Beginning of a Strategic Inflection Point Convince Others That it is real and Its Time to Wake Up and Listen. Cant’ Wait Until You Know. Develop a Transition Plan To Act- A Strategy to Take Advantage of the Insight A Strategic Inflection Point: A Strategic Inflection Point The Computer IndustrySlide139: IBM DEC Sperry Wang Sales/ Place Applications Operating System Computer Architecture I D S W I D S W I D S W I D S W I D S W 1982 Vertical Structure of Computer IndustrySlide140: Sales/ Place Applications Operating System Computer Architecture Stores Superstores Dealers Mail Order Word WordPerfect PowerPoint Excel Dos/Windows OS/2 Mac Unix IBM Compaq Apple Dell Intel AMD Motorola Risc Going Horizontal in 1995This Inflection Point Changed the... : This Inflection Point Changed the... Strategy Structure Skills Style Of All Companies in The Computer IndustryThe Old Rules Change: The Old Rules Change The First Mover Has An Opportunity to Gain, e.q. Dell Computer and Order By Mail. Distinction Through Innovative Products and Services Creates DifferentiationStrategic Planning Is Supposed to...: Strategic Planning Is Supposed to... Help detect, define and determine a strategy and tactics to create profitable growth for the business. To See The Strategic Inflection Point Coming It Rarely DoesSlide144: Market Growth / Share Grid ? Cash Cows Dogs High Low High Low Share Growth Low Growth ,profit, share Build, Takes Cash Produces Cash Invest More A Tool: The BCG MatrixSlide145: Product Market Expansion Grid Market Penetration Product Development Market Development Diversification Existing Products New Product Existing Markets New Markets Another ToolSlide146: Market Penetration: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. Market Development: develop new markets with current products. How? Identify new demographic or geographic markets. Product Development: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products. Diversification: new products for new markets. How? Start up or buy new businesses. The Product Market Expansion Grid StrategiesSlide147: Market Segmentation: determining distinct groups of buyers (segments) with different needs. Market Targeting: evaluating and selecting which target segments to enter. Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products. Sense the Inflection Points: This is probably the most important job. Marketing’s Job #1 in Strategic PlanningSlide148: Marketing Strategies Market-Leader Market Challenger Market-Follower Market-Nicher Slide149: Marketing Planning Develop Marketing Strategies to Achieve Marketing Objectives Develop Marketing Plans & Budget Marketing Implementation Turn Marketing Plans into Action Plans to Achieve Marketing Objectives Market Analysis and Management Control Measure Results Evaluate Results Take Corrective ActionCreating Strategic Inflection Points: Creating Strategic Inflection PointsInnovation: Innovation Disney Nissan Design Institute VISAInnovation Drives Business: Innovation Drives Business Steam Engine 1800’s Automobile 1900’s Computer 1960’s Internet and Information 1990’s Biotechnology and Genetics 2000’s People Drive InnovationInnovation Has Phases: Innovation Has Phases Innovative Companies Launch Products Ford Apple Netscape Rivals Move Into Market and Creates Competition GM, Chrysler, Honda IBM, Sun, HP, Microsoft, Dell, Gateway Explorer, DSL Prices Fall, Growth Stalls, Seek Lower Cost Manufacturing Business Evolution and Revolution: Business Evolution and Revolution The Industrial Revolution Electricity Internal Combustion Air Travel Telecommunications Pharmaceuticals Chemicals The Information Revolution Microprocessors Computers Application Software Databases Internet Cell Phone Wireless BiotechnologyThe Walt Disney Company: The Walt Disney Company The competition is anyone the customer compares you with. Attention to Detail. Everyone walks the talk. Everything walks the talk. Customers are heard through many ears. Reward, Recognize, and Celebrate Xvxryonx Makxs a DiffxrxncxThe E’s of Walt Disney Company: The E’s of Walt Disney CompanyThe E’s of Walt Disney Company: The E’s of Walt Disney Company Everyone Energy Edge Enthusiasm Emotion Excitement Excellence Exemplary Experience EntertainmentSlide160: Vision Current Reality Individual Innovation Opportunity Options Organization Operations“Out of the Box at Disney”: “Out of the Box at Disney” Displayed Thinking Category Note Taking Thinking In All Senses Conscious Unconscious Working In ColorNissan Design Institute: Nissan Design Institute Dialogue, Debate and Distinctive DesignSlide163: Nissan Creates Designs that produce personal commitment through participation. Be Involved. Understand the details. Explore the interactions. Imagine the potential. Dissect it. Criticize it. Support it. Implement it.Slide164: Collaborative Design Joint Experimentation Public Reflection Shared Insight Define a Shared Vision of The Product Slide165: Create an Organization where process and relationships are key to success. Structure comes and goes to support process. Structure supports relationships. Structure creates the interactions we need. Structure is created to fit the moment. Structure is created to suit the task.NDI Results: NDI Results Pathfinder Pulsar Sentra Maxima 300 ZX The “New” 300ZXGetting People to Play The Game: Getting People to Play The Game Baseball Set Position Slow Time (3 hours) 9 Members Individual (Hit, Pitch, Field) T.E.A.M Basketball Shifting Movements Speed Time (48 minutes) 5 Members Collaborative (Pass, Shoot, Rebound) T.E.A.M. Product Development Is More Like BasketballClass 5: Class 5Innovative Service Products: Innovative Service Products The VISA StoryVISA International: VISA International The Ultimate “Chaordic” OrganizationCompany Results: Company Results Since 1970 it has grown 10,000% It continues to expand 20% per year It operates in 200 countries It serves 0.5 Billion customers It annuals sales volume is over a trillion dollars That’s Profitable Growth!!!Do you Know This Company: Do you Know This Company How many of you can tell me who owns Visa? Where is it headquartered? Where can I buy shares? Who’s in charge? How is it structured and governed?The Landscape at the Beginning: The Landscape at the Beginning Bank of America Introduced a plastic card in 1966 called BankAmericard In response, 5 California Banks jointly launched MasterCharge B of A franchised their card Soon every bank was issuing plastic cards By 1968 things were out of control-chaos Multi-million dollar losses and growingWhat Happened?: What Happened? Credit Card Orgy Banks Massed Mailed Pre-Approved Cards Children, Felon, Pets Got Cards Fraud Was Rampant. The Banks Were Badly in the Red Ink. Not Good!!!B of A Called a Meeting of it’s Licensees in 1968 to Do Something!: B of A Called a Meeting of it’s Licensees in 1968 to Do Something! Dee W. Hock was at that meeting! Who is Dee Hock?Dee Hock: Dee Hock 38 Years of Age VP of a Seattle Bank The Youngest of Six Children Of Parents With Just Eight Years of Education Ceased the Opportunity to Change The Landscape of Commerce Throughout the World How?Iconoclastic Innovation: Iconoclastic Innovation Went To Work For A Small Bank in Seattle Was Assigned to Manage the Credit Card Program Dee Was Assigned To The Committee to Look At All The Problems When the Music Stopped He was Left Without a Chair and was made Chair of the CommitteeWhat Happened?: What Happened? By June 1970 Visa International Was Created Dee W. Hock was named CEO The New Company was very different How?How Was Visa Different?: How Was Visa Different? A non-stock company for profit membership corporation Ownership was non-transferable Structure Highly Decentralized Highly Collaborative Action Pushed to the Periphery to the MembersThe Members: The Members The banks were the members They issued the cards They were very competitive with one another They had to collaborate because participating merchants had to take any banks card anywhere. A Unique Blend of Cooperation and Competition!The Idea: The Idea Reinvent the concept of money, credit and bank Insight: Money was nothing more than guaranteed, alpha-numeric data recorded on paper or metal Credit Card: A device to exchange value in the form of electronic signals Structure: What organizational form could guarantee electronic exchange of value The Borderless Organization for the Exchange of Value: The Borderless Organization for the Exchange of Value It must be owned by all participants Power and function must be distributed Governance must be distributed It must be malleable and durable It must embrace diversity and change.Visa International: Visa International Born June 1970Visa International Today: Visa International Today Comprised of 23,000 financial institutions They create products The 23,0000 members are part of regulated industries, but they are not regulated as Visa It is not a privately traded company, You can’t buy stock in Visa If it were public it’s market value would be $150BVisa International Today: Visa International Today Visa transcends politics, religion, language, custom etc. It has no less than 20% and as much as 50% compounded annual growth for a quarter of a century Its products a universal and used worldwide Staff of 3000 in 13 countries, 21 officesHow Much Money Does Visa Make: How Much Money Does Visa Make $1.75 Trillion per year 1,100 transactions per second at a penny each Its employees have no stock options The prototype of the communications system used today was done in 90 days for $25,000What’s is Visa’s Product?: What’s is Visa’s Product? What does it provide? Why is it paid? What is the service Visa provides? C- - -d - - -t - - -!COORDINATION!: COORDINATION! As A Business Model for SuccessThat’s Innovation!: That’s Innovation! Dialogue and CompetitionWhat’s the Next VISA?: What’s the Next VISA? The VISA of your time!“It is no failure to fall short of realizing all that we might dream. The failure is to fall short of dreaming all that we might realize” : “It is no failure to fall short of realizing all that we might dream. The failure is to fall short of dreaming all that we might realize” Dee Hock Chairman Emeritus Visa InternationalRelationship Marketing and Management: Relationship Marketing and Management How to Build Relationships with the Target MarketRelationship Building with the Target Market: Relationship Building with the Target Market Connections School Church Hobbies Connectors Family Friends Mentors What is the purpose?To Influence the Perception of the Target Market Toward Your Purpose or Product : To Influence the Perception of the Target Market Toward Your Purpose or Product The Architecture of Relationship (influence) Building: The Architecture of Relationship (influence) Building Dialogue Share Mental Models Develop Shared Vision of Purpose Think Systemically Act Together Learn Together Slide196: Dialogue To Build Relationships Conversation Is The Medium of Organizational Creativity Conversation Enables Divergence and Diversity of Thinking Conversation Is Shaped By Beliefs, Feelings and Emotions Conversation Can Be “Boundaryless” (Internet) Conversation Sets Boundaries (Tasks, Progress,Questions) Conversation Facilitates Listening How Does One Do This In Markets?Slide197: Mental Model to Build Relationships Our Assumptions About How The/Our World Works What’s Important Image of What’s Right and Wrong Image of Success and Failure Beliefs, Feelings, Emotions What We Think and Why We Think What We Think Frame Of Our History and Stories I’ll Believe It When I See It (How we make a choice) I’ll See It When I Believe It Slide198: Shared Vision of the Market for the Product The Common View Of The Now The Common View Of The Future T.E.A.M. (Together Each Achieves More) Individual Talent / Group Dynamic Independent / Interdependent Interconnected Insight Display Your Thoughts and Thinking Shared Vision Of People: Shared Vision Of People Japanese Car’s 1970’s-90’s Vince Lombardi U.S. ArmyClass 6: Class 6Slide201: Performance Products Price Marketing as a System People Slide202: What are some types of Products? tangible (own) hardware software people activities places intangible (no ownership) hotel airlines medicine legalProduct Markets: Product Markets Consumer BusinessConsumer Product Success?: Consumer Product Success? Disney Land Disney World Euro Disney Disney Land JapanCan You Predict Success?: Can You Predict Success? France There is the culture French is the language Foreign Words (cheeseburger) Legislate U.S. Films Fast Food Great art, music, and architecture Japan Emulated U.S. in ‘50’s Taught Children English Come to U.S. U.S. Kareoke Love Baseball Fastest Growing Fast Food in Japan MD’sTransformational Marketing: Transformational Marketing Idea Unmet Need Unique Solution To Unmet Need SWOT of Solution Execution Plan Product (Performance, Price, Package) Promotion (Positioning, Perception) Place (Persuasion) Target Customer / Market People Case (Idea) Analysis: Case (Idea) Analysis Idea - What is it? Unmet Need - Who does it serve? Target Market Unique Company Solution - How does it serve? Customer - Why will they buy? Company Goals - How are they achieved? Market Growth, Market Share, Profits Market Penetration Product Development Market Development Diversification (Product / Market) Case (Idea) Analysis: Case (Idea) Analysis S.W.O.T. What are the key Strengths of the Idea /Solution? What are the key Weaknesses of the Idea / Solution? What are the key Opportunities for the Idea / Solution? What are the key Threats to the Idea / Solution?Case (Idea) Analysis: Case (Idea) Analysis Marketing Plan (The P’s of Marketing) Product, Packaging, Performance, Price Promotion, Positioning, Perception Place, Persuasion People (The Target Customer) Who are They? Beliefs Emotions Feelings Thoughts Thinking Slide210: P The Unmet Need Relevance Reach Relate Retain Revenue The Unique Solution The Idea Target Market Rethink Redirect Reorganize Reposition Rebuild Insight 1 2 3 4 5 6 Feelings Beliefs Emotions Thoughts Thinking Segmentation / Size Strengths Weaknesses Opportunities Strengths Implementation Growth Share Market Market Penetration Market Development Product Development Diversification 7 Strategy Structure Skills Style Marketing Mix Dog Cow ? 8 Foresight Product Packaging Performance Price Promotion Positioning Perception Place Persuasion Value Creation/Wealth 9 Shareholders Suppliers Employees Customers Mergers Acquisitions Innovation New Business Models Reengineering Quality Cost Reduction Profitable Growth 10 Revenue ROS, ROE, EPS Stock Price Standards Results Performance Adoption 11 Relative Advantage Compatibility Complexity Divisibility Communicability Infrastructure capital Human Capital Intellectual Capital Attention Capital (“Best Practice) (“Best Results”)Tiger Woods (People): Tiger Woods (People) Standard: Jack Nicklaus (records) Arnold Palmer (charisma) Bobby Jones (legacy grand slam) Foresight: Father decides to try and build a golf champion Change the face of golf globallyTiger Woods (People): Tiger Woods (People) Insight: People will appreciate excellence in any face Idea: Create and perpetuate a personal image of excellence that dominates and transcends the sport of golf Perfecting the implausible today, even though it was impossible yesterdayTiger Woods (People): Tiger Woods (People) Target Market: Originally golf novices and young adults. Now multi-cultural / national fans of life that share his competitive spirit for athletic achievement and excellence. Beliefs: Need for icon that crosses the boundaries of their conforming niche Emotions: Lack of an everybody’s American hero after M.J.’s Feelings:An increasing desire for a quality character to market to the world Thoughts: We can’t find hero’s at home, in local arenas and politics so we look to athletes Thinking: Benefits come to us when we allow others to “raise the bar” regarding personal standards.Tiger Woods (People): Tiger Woods (People) The Unmet need: The present void for the newest, latest, greatest, truly all-American hero. Unique Solution: Idea: Squeaky clean performer and personality Concept: Raise the roof, continual personal improvement Product: One narrow gauged, now broad appeal beyond golf Service: To satisfy the public’s appetite for great sports entertainment Tiger Woods (People): Tiger Woods (People) Unique Solution (Continued) Rethink: Could be more than just a golfer Redirect: Stay the course, be a golfer first then more Reorganize: As we become more, we are able to do more Reposition: Golf is primary, more than Nicklaus, Palmer and Jones combine Rebuild: Multi-national / cultural marketing to the mass mediaTiger Wood (People): Tiger Wood (People) S.W.O.T. of Solution: Strengths: Name Recognition. Tiger-a prominent animal, dominant animal. Cross sport appeal Weaknesses: Getting over stuffed on prey and becoming lackadaisical. Living golf 24/7/365. Allow people to manage him beyond his values. Opportunities: To remain king of the jungle for two generations Threats: Future Focus. Don’t let original motives get lost in the B.S. Tiger Woods (People): Tiger Woods (People) Marketing Plan: Product: A master Jedi of the modern art of golf Performance: Radiant, brilliant, mythical, dreamlike Price: Free spirit burned into our minds, watch out for the hidden packaging costs Packaging: An Olympian without the Olympics Promotion: The talk of the town, Media spotlight Positioning: Youthfulness, like-ability, skill, marketability Perception: Destiny. Sent from golf heaven Place: Elite clubhouses and tree houses too Persuasion: Be better than your best. Better than you are Tiger Woods (People): Tiger Woods (People) Implementation: Strategy: To remain one step ahead of his ego during a game and life. Control brand in the market. Tactics: Cultivate image of ‘every man” High Profile Wins Focused endorsements Structure: A prodigy. Star Child Skills: Multi-talented, multi-tasking, Worldclass putter, driver, irons and thinking Style: Be yourself, work hard, body and mind working a a team. “Chance Favors the Prepared Mind”...Louis Pasteur: “Chance Favors the Prepared Mind” ...Louis Pasteur The question is what is that mind prepared to perceive?The Probability of Product Success: The Probability of Product Success Foresight 0.9 Insight 0.9 Idea 0.9 Unique Solution 0.9 Implementation 0.9 Price 0.9 Product Function 0.9 Place 0.9 Brand 0.9 Total= 0.39 90% probability of success individually is only 39% collectively! P1 P2 P3Marketing Thinking….. : Marketing Thinking….. ...And Product Success What Is The Product Management Mental Model?: What Is The Product Management Mental Model? What is a mental model? What do we manage about the product?Slide223: Mental Model Our Assumptions About How Our World Works What’s Important Image of What’s Right and Wrong Image of Success and Failure Beliefs, Feelings, Emotions What We Think and Why We Think What We Think Frame Of Our History and Stories I’ll Believe It When I See It I’ll See It When I Believe ItThe Mental Model of Coaching Sports: The Mental Model of Coaching Sports Paid Professional Entertainment for Viewers Goal is to Win Amateur (For the Love of the game) Fun for Participants Double Goal Win Character /Life Lessons Pro Sports Youth Sports For ExampleWhat do we manage about the product?: What do we manage about the product? Price Product (Features, Benefits) Promotion Place Positioning (Brand) Packaging Performance (Function) Perception (Brand) Persuasion (Market / Sell) How about R’s? How about S’s? Lets stick with P’s for now!Lets Discuss The Product Management: Lets Discuss The Product Management Of Product YOU!Slide227: (Personal Mastery!) “Mastery Is Inside- “The Inner Game” Mastery Is Multi-dimensional Competence Know Thy Self (Awareness) Self #1 The critic of our self Self #2 The positive coach of our self The “Beginners Mind” (Learning) Continuous Improvement (Process) Learn More When Things Go Wrong Value beyond victory Competition Is From Within You as a Product! Develop It! The Product YOU!Slide228: Birth High School The Inflection Points of One’s Life…... College Work Marriage Year Kids Grad School Grammar School Every Effort in Mastery Follows The S-curve Strategic Inflection Etc.Slide229: Mastery (Better Product) Michael Jordon Joe Montana Tiger Woods Tina Turner Elton John Practice, Practice, Practice Staying Power Strong Beliefs Just Do It, I Can In The Zone Entertainer as a Product You Inc.Slide230: Challenge Skill / Capability Peak Performance Control Relaxation Boredom Apathy Worry Anxiety Arousal Character Possibility Energy Enjoyment Character Bridge Individual Mastery Adapted From Mihaly CsikszentmilalyiSlide231: Systems Thinking in Marketing Non-Linear Leaps Of Thinking See The Whole Not Just The Parts Can’t Redesign The Whole By Dividing It Into Parts Sees Events, Patterns, Behavior and Mental Models HyperLinks / Hypertex / HyperLoops Causal Loop Diagrams Innovations Begin Here!What They Forgot to Teach Meat Yale, Harvard and Golden Gate!: What They Forgot to Teach Me at Yale, Harvard and Golden Gate! What you need to create successful products and business success!Three Stages of Any Business: Three Stages of Any Business Starting It Growing It Selling It At Each Stage You Need………..?Why are Companies Started?: Why are Companies Started? The Answer is……..Money !: Money ! What You Need to Know About Money"The only thing money gives you is the freedom not to worry about money." -- Johnny Carson: "The only thing money gives you is the freedom not to worry about money." -- Johnny CarsonWhat is Money?: What is Money? A medium of exchange. An agreement between two parties A relationship between members of a community. An asset to be used. Is Money, Money on a Deserted Island?: Is Money, Money on a Deserted Island?Where is Money Born?: Where is Money Born? Money is born in the banking system. It lives between the bank and you. It takes two to tango with MoneyFive Things You Need to Know About Money!: Five Things You Need to Know About Money! How To Make It How To Grow It How To Save It How To Spend It How to Give It AwayHow Do You Make Money?: How Do You Make Money? You Change The World!Some World Changers!: Some World Changers! Nicola Tesla Steve Jobs Bill Gates Warren Buffet Hewlett- Packard Dee Hock The Beatles Richard Branson They all saw something that didn’t exist, but was ready to emerge or unfold. They saw the underlying future!“Never doubt that a small number of committed people can change the world; indeed it’s all that ever has…….: “Never doubt that a small number of committed people can change the world; indeed it’s all that ever has……. Margaret MeadRemember!: Remember! Money is just the result of creating products and services people are willing to but.Slide245: To Make Money You Need to Understand This Income Expenses Assets LiabilitiesPositive Cash Flow: Positive Cash Flow Income Expenses Assets LiabilitiesSlide247: How People Make Money Income Expenses Assets Liabilities Paycheck Taxes, Car Food, Rent Clothes, Fun Mortgage Loans Credit Cards Job What about Savings? What About Growth? What About Giving it Away?Slide248: Wealth Creation Process Income Expenses Assets Liabilities Paycheck Interest Rental Income Royalties Taxes, Car Food, Rent Clothes, Fun Mortgage Loans Credit Cards Job Savings Bonds Stocks Real Estate Intellectual Property Slide249: Negative Cash Flow Bye! Bye! Income Expenses Assets LiabilitiesSlide250: How Do Companies Make Money? Income Expenses Assets Liabilities Sales Revenue Royalties Rent Taxes, Rent Utilities Down Payments I&W Itl’Commissions What about EBIT? What About Growth? What About Giving it Away? New Orders Backlog Orders Royalties Real Estate Rent Brand Stock Do BusinessThree Key Courses To Take at SJSU !: Three Key Courses To Take at SJSU ! Presentation and Communications Skills Psychology Negotiation Skills How to be a Parent Kids, perhaps your most important product. What You Should Know About Yourself!: What You Should Know About Yourself! Strengths and Weaknesses To Focus on Strengths To Improve To T.E.A.M. with others to Minimize your Weaknesses How You Spend The Most Valuable Thing You Have Next to Health…….. TimeClass 7: Class 7Information is Power in Marketing: Information is Power in Marketing Information Separates Events From Trends in the MarketSlide255: Consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Function: Assess, Develop and Distribute Information. Data, Information, Knowledge, Understanding, Know How, Know What, Know Why, Know When, and Wisdom. Marketing Information SystemsSlide256: Obtains Needed Information for Marketing Managers From the Following Sources Slide257: Secondary Primary Determine the Specific Information Needed Information collected for the specific purpose at hand. Both Must Be: Relevant Accurate Current Impartial Information that has been previously collected.New Product Development: New Product Development How to think about creating new Products and services.How Do Companies Create Assets?: How Do Companies Create Assets? Create New Products orders sales Create New Services orders sales Sell Stock Lets Build A Globally Appealing Car: Lets Build A Globally Appealing Car Porsche Volvo Volkswagen Beetle Jeep Benz What’s The Pattern? BMW"You can observe a lot by watching.” Yogi Berra : "You can observe a lot by watching.” Yogi Berra What Customers Don’t Ask For: What Customers Don’t Ask For Cellular Telephones Fax Machines Mini Vans SUV’s Beanie Babies ATM’s Pump Your Own Gas “You can learn from yours customers, but don’t expect them to lead you.”Technology: Positive Energy Saver: Technology: Positive Energy Saver Pony Express Horse Map Library Telegraph Wells Fargo Bank Wall Street E-mail Space Shuttle GPS Internet Cell Phone Online Banking (ATM) E-Trade A Continuum of CapabilityImagine You Are The Product Manager of These Products: Imagine You Are The Product Manager of These Products Television Medicine Yale University Home Telephone Mainframe Computers Desktop PC’s Book Stores What’s the Next Product?You Are The Product Manager: You Are The Product Manager Television U.S. Mail Medicine Yale University Home Telephone Mainframe Computers Desktop PC’s Book Stores Cable E-mail Managed Care Co-Education Cellular Telephones Mini-computer Mobil Internet PC Amazon.comShopping Continuum: Shopping Continuum Main Street Malls Mini Malls Internet e-malls v-mallsWays to Innovate Products: Ways to Innovate Products Product Extension Pattern Reversal Strange Attractors Distinction that Make a DifferenceProduct Extension: Product Extension Elaboration: modify or perfect what exists Disney Sony Walkman Virgin Atlantic Recycle: Bring back the old (revered) POGS Vests, Wide Ties, Cuff Links, Suspenders Bell Bottom Jeans Titanic Snow WhitePattern Reversals: Pattern Reversals Burgers Fancy Coffee (Starbucks) Women's Business Suits Soda Veggie Burgers Fancy Juice (Jamba Juice) Victoria Secrets Fruit JuiceStrange Attractors (Paradox): Strange Attractors (Paradox) Beanie Babies Teenage Mutant Ninja Turtles (Names) Star Wars Star Trek G.I. Joe Barbie Dolls LL Bean Outwear Distinctions That Make A Difference: Products Books Exercise Equipment Education Golf Clubs Winning Process Reading Exercise Participation Practice Effort Distinctions That Make A DifferenceSlide273: What is Price? The amount of money charged for the product or service. The sum of the values exchanged for the benefits of having or using a product or service.Slide274: What is Performance Meet customer expectations. Delight customers with your product or service. Do something satisfying. Sustaining customer satisfaction. Customer value = difference the value gained and the cost to acquire. TQM = Total Quality Management Exchange (trade value) versus Transaction ( build relationship)Class 8: Class 8Product Development Strategies: Product Development Strategies “Architecting” the Unmet NeedStrategies to Obtain New Product Ideas: Strategies to Obtain New Product Ideas Acquire Companies Acquire Patents Acquire Licenses Innovate New Original Unique Products Product Improvements Product Modifications Create New BrandsWhy New Products Sometimes Fail: Why New Products Sometimes Fail Design Problems Missed the Unmet Need Missed the Target Market Missed the Target Market Size Bad P’s Time To Market was too Long Competition Beat You to the PunchThe Five Phases of the Product Development Process: The Five Phases of the Product Development Process Idea Phase Generate and Screen Ideas Market Size, Development Time Cost, ROI Demonstration Phase Concept Development and Testing Prototype Development and Testing Execution Phase Business Analysis Marketing Strategy Design, Build and Test Commercialization Adjustment Phase Learning Phase Slide280: The Five Phases of the Product Development Process Adjustment Phase Find out What Works Fix what Doesn’t Learning Phase Lessons Learned Review Development Learning Histories Adjustment Phase Learning Phase Marketing Strategy Development: Marketing Strategy Development Describe Target Market and Size, Is it Worth It? Can We Win? What are the P’s Strategy Sales and Profit Goals and Objectives Commercialization When Where To Whom HowProduct Life Cycle: Product Life Cycle Birth: Product Development + Introduction Growth Maturity Decline Death B G M Show Me The Money!Goals of Product Life Cycle By Phase: Goals of Product Life Cycle By Phase Birth +Introduction Low Sales High Costs Negative Profits Marketing is Focused on Awareness Product is First Version Minimal Features Price to Build Early Adopters Luminaries Goals of Product Life Cycle By Phase: Goals of Product Life Cycle By Phase Growth Phase Sales Increase Profits Increase Goal is to Penetrate Market and Get Share Product Has More Features and Benefits Price to Penetrate Market to Build Share Expand Distribution (Place) Promote to Generate Mass AIDA Goals of Product Life Cycle By Phase: Goals of Product Life Cycle By Phase Maturity Phase: Sales Peak Low Cost Structure High Profits Maximize Profits and Defend Share Product Diversification Price to best Competitors Build More Distribution (Place) Promotion to Stress Differentiation and BenefitsWhat Happens in the Decline and Death Phase?: What Happens in the Decline and Death Phase? Bad Stuff! Don’t go there without a plan to be re-borne!Product Mix = Product Lines Offered: Product Mix = Product Lines Offered Product Line Width Number of different product lines Product Line Length Total number of items in the line Product Line Depth Number of different versions of each product A company can expand Width, Length and Depth!Key Goal of New Product: Key Goal of New Product Customer Awareness Customer Interest Customer Evaluation Customer Trial Customer Adoption The Faster the Better!Speed of Adoption is Influenced By: Speed of Adoption is Influenced By Communicability Relative Advantage Compatibility Complexity “Tri-ability”Adoption By Whom?: Adoption By Whom? The Target MarketMarket Targeting starts with...: Market Targeting starts with... Segmentation Evaluation Size and Growth Potential Attractiveness Can We Win? Do we have the resources to attack? Are we positioned to attack? Do we have unique competitive advantages? Are their substitute strategiesSlide292: Market Targeting and ends with... Market Positioning Developing positioning for each segment Who are the potential customers? How do they think about us? How do they think about the competitors? What are their IDEAL offerings? Develop marketing mix (P’s) for each segment Differentiation Distinction that make a differenceTypes of Market: Types of Market Business Markets Consumer MarketsBusiness Market are Unique: Business Market are Unique Fewer, larger buyers Fluctuating demand More professional buyers More complex decision process more people involved more formal, e.g. bids, RFQ’s long term relationship oriented Business Buyer Players: Business Buyer Players Gatekeepers User Buyer “Influencers” Financial Buyer Decision Maker Class 9: Class 9 Mid Term ExaminationClass 10: Class 10 Mid Term Examination ReviewClass 11: Class 11 Place: Distribution and LogisticsDistribution: Distribution A Distribution Channel A set of inter-dependent organizations Intermediaries Purpose: involved in the process of a product or service available for use by the consumer Also called a channelThe Purpose of Intermediaries: The Purpose of Intermediaries Greater ability to get goods to the target market Intermediaries have capability (experience) capacity(resources available) contacts capitalWhat do Intermediaries do?: What do Intermediaries do? Provide Information Provide Promotion Provide Contacts Provide Capital Provide Physical Movement of Goods Negotiate Sales ProcessTypes of Marketing Channel: Types of Marketing Channel Direct: Manufacture to Consumer Indirect: Manufacturer to Retailer to Consumer Other: Manufacturer to Wholesaler to Retailer to ConsumerChannels Can Be Conflicted: Channels Can Be Conflicted Horizontal Conflict: Firms at the same level Vertical Conflict Firms at different levels of the same level ExamplesVertical Marketing Systems: Vertical Marketing Systems Corporate Direct Contractual Less Direct Wholesaler Retailer Franchise Manufacturer Sponsored Retailer Manufacturer Sponsored Wholesaler Service Firm Sponsored Administered IndirectHorizontal Marketing Systems: Horizontal Marketing Systems Two or More Companies Involved Companies at the same channel level join forces to explore marketing opportunity Examples B of A Banks and Albertson’s Grocery Starbucks and Barnes and NobleChannel Design and Management: Channel Design and Management Selection of Partner Alternatives Non Exclusive or Non-exclusive Contract Motivation Financial Non-financial Quotas Minimums Performance EvaluationThe Purpose of Logistics: The Purpose of Logistics Get right product to the right customers, right time and the right place A key to creating and keeping customers Information technology has created opportunities for distribution efficiencies Snyder Trucking Lands EndThe Goals of Logistics: The Goals of Logistics Provide Customer Delivery Service at Least Cost Maximize Profits by Cost OptimizationThe Functions of Logistics: The Functions of Logistics Order Processing Warehousing, Storage and Distribution Inventory Management (JIT) Transportation (Land, Sea and Air) Cost Reduction Customer SatisfactionTransportation Methods: Transportation Methods Air: High Cost, Good for Low Bulk Items Truck: Cost Effective, Flexible and Efficient Sea: Lowest Cost, Slowest Rail: Cost Effective, Good for Bulk Items Pipelines: Oil, gas chemicals, costlyTransportation Selection Criteria: Transportation Selection Criteria Speed Dependability Capability Availability CostIntegrated Logistics Management: Integrated Logistics Management Cross Functional and Cross Geographic Teams Channel Partner Cooperation Third Parties Shipping Agents and Freight Forwarders Insurance Companies Shipping CompaniesWhat is Retailing?: What is Retailing? All activities involved in selling goods and services to the ultimate end user for their personal non-business use Examples Home Depot Sears Victoria Secrets Nike Retailers Can Be Classified By:: Retailers Can Be Classified By: Amount and Degree of Service Length and Breadth of Product Lines Pricing Structure Type of OrganizationClassification By Product Line: Classification By Product Line Specialty Stores: Narrow Line Deep Assortment Department Stores: Wide Variety, Assortment Supermarkets: Wide Variety, Household Items Convenience: Limited Line High Turnover Superstores: Large Assortment, Routine Items Category Killer: Giant Specialty StoreRetailer Organization Types: Retailer Organization Types Corporate Chains Retailer Cooperatives Voluntary Chains Franchises Merchandising ConglomeratesNon Store Retailing: Non Store Retailing Direct Marketing Direct Selling Automatic Vending Machines Catalogues and Direct Mail TV Shopping Shoes Online Shopping Home and Office Parties All Must Use The ‘P’s” for Success!What is Wholesaling?: What is Wholesaling? All the activities involved in selling goods and services to those buying for resale or business use.What Wholesalers Do!: What Wholesalers Do! Selling and Promotion Providing Assortment Bulk Purchases Warehousing of Goods Transportation of Goods Financing the Purchase of Goods Market Information Management and AdministrationTypes of Wholesalers: Types of Wholesalers Manufacturers Brokers and Agents MerchantsSlide321: What is Place? Distribution channel Direct Marketing / Selling E-Marketing / Selling Dealer Organizations Franchise organizations Retail OrganizationsSlide322: What is Packaging? Product Service Education / Training Financing Selling Approach Emotionally Based Knowledge BasedSlide323: Persuasion Place Marketing as a System People PackageClass 12 : Class 12 Integrated Marketing CommunicationsIntegrated Marketing Communications: Integrated Marketing Communications Advertising: A paid form of non-personal presentation by a sponsor Personal Selling: Personal Presentation by a companies sales force Sales Promotion: Short term incentives to increase sales Public Relations: Unpaid publicity with public Direct Marketing: Direct communications with people and immediate response Communication: Communication With Whom? The Target Market Why? Create Awareness, Knowledge, Preference, Purchase What Purpose? Stimulate Attention, Interest, Desire, Action How? Personal and Non-personal Media The Promotion Mix: The Promotion Mix Advertising: Reach, Expressive, Impersonal Personal Selling: Relationships, Costly Sales Promotion: Short lived incentives PR: Economical and Effective Direct Mail: Customized, ImmediateThe Types of Promotion Strategy: The Types of Promotion Strategy Push: Pushes the product through the channel Pull: Induces or pulls the customer to the product Which to use depends on: Type of product and market Buyer readiness stage Product life cycle stage Slide329: Positioning Marketing as a System People Promotion PerceptionSlide330: What is Promotion? Advertising Public Relations Direct Marketing Personal Selling Sales Promotions Education This is the mix of marketing communicationsWhat is Advertisement?: What is Advertisement? Non personal presentation of ideas, goods and services by an identified sponsor US advertisers spend over $200B each year.Advertising Objectives: Advertising Objectives Build Primary Demand for Products and Services Build Selective Demand Comparison of one Brand to Another Brand Reminder of Product Features, Benefits etc.Advertising Spending Depends on...: Advertising Spending Depends on... Product Life Cycle Stage Market Growth Market Share Competitive Differentiation / Clutter Frequency Advertising Strategy Requires...: Advertising Strategy Requires... An Idea or Creative Concept Message Development Meaningful to the Target Market Believable by the Target Market Easily Differentiated by the Target MarketContinue Class 13: Continue Class 13 AdvertisingTypes of Advertising Messages: Types of Advertising Messages Testimonial Evidenced Based Technically Based Personality Based Mood / Image Fantasy Lifestyle Slice of LifeAdvertising Media Selection Criteria: Advertising Media Selection Criteria Reach, Relevance, Frequency, Impact Media Type (TV, Radio Print) Media Vehicle (Forbes Magazine=Print) Media Timing (Quarterly, Annually etc.)What is Sales Promotion?: What is Sales Promotion? Short Term Incentives Samples Coupons Refunds Contests Sweepstakes GamesObjectives of Sales Promotions: Objectives of Sales Promotions Pull Consumers to New Product Pull Customers from Competitors Reward Loyal Customers Build Relationships with the Target Market Promote the Brand Stimulate Purchase Motivate Sales People (Spiffs)What is Public Relations?: What is Public Relations? Build Good Relationships Press Relationships Lobbying Investor Relations Public Affairs Product PublicityPublic Relations Tools: Public Relations Tools Special Events Speeches Corporate Materials (Videos, Annual Report) News and TV Web-sites Editorials White Papers Apple Computer Promotion: Apple Computer Promotion iMac Edison Einstein Bob Dylan Ansel Adams Frank Sinatra Slide343: Building Business Vision, Strategy and Tactics What business should we be in? What technologies should we focus on? What customer segments should we focus on? What is our strategic vision? What performance dimension should we focus on? What are our performance targets?Slide344: Building Business Vision, Strategy and Tactics What is the time frame for each target? How can we achieve higher growth? Can growth be attained by current product extensions? Will we need to diversify to achieve growth? How should we allocate our resources to produce growth and high return?Slide345: Building Business Vision, Strategy and Tactics Of the alternative strategies which will produce greatest return? What operational resources can we leverage to increase efficiency? What competencies and knowledge can we leverage to achieve time to market?Slide346: Challenge Skill / Capability Peak Performance Control Relaxation Boredom Apathy Worry Anxiety Arousal Character Possibility Energy Enjoyment Character Bridge Excellence: Takes TimeThe Continuum of Time: The Continuum of Time Before Now After“The Artist Is The Antennae of the Race”: “The Artist Is The Antennae of the Race” ………..Ezra ProudSlide349: What is Perception? Perception is about what we notice How we select out the signal from the background noise Customers make choices on perceived value. Satisfaction is determined by perceived performance. Meet or exceed expectationsPerception is Influenced by:: Perception is Influenced by: Beliefs Ideas Values Interest Attitudes Emotions Thinking Thoughts State of MindSlide351: Perception The Ladder of Inference From A Wealth of Information Select data Add meaning based upon what we believe Make assumption about meaning Adapt Belief or Value Take ActionPerception: Perception Private: What we think or thought Public: What society thinks or thought Collective Mind: What we as individuals accept (shared vision), unified perceptionCreating Perception is about Conveying Meaning: Creating Perception is about Conveying Meaning Sentence: String of words trying to convey meaning Pictures: Visual image trying to convey meaning Meaning: Poems, music, dance, art, booksSlide354: Listening Listening = the doorway through which we allow the world to enter. How we listen To whom we listen Assumptions we listen with Learning = new ways of thinking that changes perception and actions Perception of Reality Slide355: What is Positioning? Image of products, services or company Coke: It’s the real thing. Nike: Just Do It, I Can. Apple: Think Different. Intel: Intel inside of everything. Sun: The network is the computer. G.E.: We bring good things to life.Slide356: Michael Jordon Tiger Woods Ken Griffey Jr. Jackie Joyner Kersee Jim Courier Michael Johnson ME Corporate Image (The Real Me) Nike Promotes Sports (the goal), Not Sales (desired outcome) Swoosh Be Like Mike!U.S. Army: U.S. Army Command and Control Regiment Give Orders Take Orders Follow Orders Heroes Soldier / Employee Adaptive Management Flexibility Team Work Participation Judgement International Citizen Self Esteem A Transforming ProductSlide358: What is Persuasion? Selling Strategic Tactical Customer Opinion J.D. Powers Consumer Reports Luminary SitesClass 13: Class 13 Branding Branding: Branding It’s the Brand Stupid!“If you want to get rich, find something no one wants any more and makeit valuable by what you do to it.”: “If you want to get rich, find something no one wants any more and make it valuable by what you do to it.” ………………………….Walt DisneySo What Makes a Brand?: So What Makes a Brand?The World’s Top Twenty Brands: The World’s Top Twenty Brands 1. McDonalds 2. Coca-Cola 3. Disney 4. Kodak 5. Sony 6. Gillette 7. Mercedes-Benz 8. Levi’s 9. Microsoft 10. Marlboro 11. IBM 12. Nike 13. J&J 14. Visa 15. Nescafe 16. Kellogg's 17. Pepsi Cola 18. Apple Computer 19. BMW 20. American Express30 Most Reputable Companies in America: 30 Most Reputable Companies in America Johnson & Johnson Coca-Cola Hewlett-Packard Intel Ben&Jerry’s Wal-Mart Xerox Home Depot Gateway Disney Dell General Electric Lucent Anheuser Busch Microsoft Amazon.com IBM Sony Yahoo AT&T FedEx Proctor&Gamble Nike McDonald’s Southwest Airlines America Online DaimlerChrysler Toyota Sears BoeingTop Global Ad Spenders ($MM): Top Global Ad Spenders ($MM) Proctor & Gamble General Motors Unilever Ford Daimler-Chrysler Philip Morris Nestle Intel $4,693 4,108 3,698 2,422 2,090 2.025 1,909 1,700Brand: Brand A unique identity that sets the product, person, place apart and makes them / it stand out. Brand is About…...: Brand is About…... Expectation Performance Feelings Emotion Beliefs Relationships Value Depth of Product Offering Reduced Risk Relevance Brand Creates: Brand Creates Awareness Recognition Preference Insistence Loyalty Relationship Equity / Value The Dimensions of Brand: The Dimensions of Brand Brand Weight: Relevance (Influence) Brand Length: Reach (Connection) Brand Breadth: Range (Appeal) Brand Depth: Respect (Loyalty) Brand is what you / the company stands for.People as Brands: People as Brands Ronald Reagan Jesse “The Body” Ventura Jewel Kilcher Colin Powell Bill Graham Wolfgang Puck Madonna Tiger WoodsPlaces as Brands: Places as Brands Disneyland Las Vegas Vail Hawaii Paris Yosemite Pebble BeachProducts as Brands: Products as Brands Lexus Big Mac Dockers Fubu Rolex K2 Pings Building Brand Strategy By: Building Brand Strategy By Line Extension Current brand names extended to new forms, sizes and flavors of current product category Brand Extension Current brand name extended to new product categories Multi-brands New brand names in the same product category New Brands Slide374: Product Brand Expansion Grid Line Extension Brand Extension Multi-brands New Brands Existing Product Category New Product Category Existing Brands New Brands What’s Brand Got To Do With It?: What’s Brand Got To Do With It? Everything! Everything is a BrandAdvertising Spending for Media: Advertising Spending for Media Newspapers Broadcast TV Radio Cable Internet $46.6B 60m $776 $41.0B 100m $410 $16.9B 99m $171 $9.8B 65m $151 $4.6B 50m $92 Media 1999 Spending $/Household HouseholdsOnline and Direct Marketing: Online and Direct Marketing Purpose Direct Targeted Customer Databases Deepening Customer LoyaltyForms of Direct Marketing Communications: Forms of Direct Marketing Communications Direct Mail Catalogue Marketing Telemarketing Direct Response TV Marketing Kiosk Marketing Online Marketing Customer Facing SellingTypes of Online Marketing : Types of Online Marketing Online Services (AOL, CompuServe, Yahoo) The Internet (e-Bay, Amazon.com)Benefits of Online Marketing: Benefits of Online Marketing Consumers Convenient Private D,I,K, U, KH,W Interactive Immediate Companies Relationship Building Cost Reduction Efficiency Flexibility Global ReachOnline Marketing Channels: Online Marketing Channels Electronic Storefront Online Advertising Forums Exchanges Webcasting Class 14: Class 14 Personal SellingSlide383: “Then I asked: Does a firm persuasion that a thing is so, make it so? He replied: All poets believe that it does and in all ages of imagination this firm persuasion removed mountains; but many are not capable of firm persuasion of anything”. William Blake 1793What is Personal Selling?: What is Personal Selling? Prospecting for Business Communicating Information Gathering Order Taking Relationship BuildingWhat is the Role of the Sales Person : What is the Role of the Sales Person Probe Customer Problems Build Relationships Serve Unmet Needs Negotiate T’s and C’sThe Function of Sales Management: The Function of Sales Management Recruitment and Selection Sales Structure Sales Strategy Sales Training Sales Commissions / Compensation Sales Supervision Sales Evaluation Sales Force Strategy and Structure: Sales Force Strategy and Structure Territories / Geography Focused/ Regions Product Focused Customer / Industry Focus Team SellingWhat Makes a Good Sales Person: What Makes a Good Sales Person Enthusiasm Self Confidence Persistence Initiative Aptitude Analytical and Organization Skills Personality Sales Training: Sales Training Product Features and Functions Company Strategy / Vision Competition Strategy Presentation Skills Influence Management Skills Relationship Building SkillsSales Management and Motivation: Sales Management and Motivation Sales Budget (Orders, Sales, Profitability) Incentives (Orders, Sales, Profitability) Sales Team Awards and Recognition Plaques Award Trips Bonus Merchandise Sales Time / Task Management: Sales Time / Task Management Telephone 21% Travel 20% Customer Facing 30% Service Calls 20% Administration 17%Sales Compensation: Sales Compensation Base Salary Performance Based Bonus / Commissions Benefits (Car, Expense Account, Freedom)Sales Force Metrics: Sales Force Metrics Orders, Sales, Profitability Share New Customer Orders Customer Retention Call Rate Monthly Activity Report Expense Reports Local Meetings The Selling Process: The Selling Process Lead Prospecting and Qualification Sales Strategy Presentation / Demonstration Handling Objections Close the Business After Order Follow-up to Build Relationships Pricing: Pricing Class 15Slide396: What is Price? The amount of money charged for the product or service. The sum of the values exchanged for the benefits of having or using a product or service.Pricing Strategy Decision Criteria: Pricing Strategy Decision Criteria Internal Factors Marketing Objectives Marketing Mix Strategy Cost Structure Organizational GoalsPricing Strategy Decision Criteria: Pricing Strategy Decision Criteria Marketing Objectives Survival: low, cover variable costs Maximum Profit: Market Share: low as possible price Quality Leader: High PerformancePricing Strategy Decision Criteria: Pricing Strategy Decision Criteria Marketing Mix Variables that Affect Pricing Product Design and Quality Distribution Strategy Promotion StrategyPricing Strategy Decision Criteria: Pricing Strategy Decision Criteria Cost Structure Fixed Costs (salaries, rent etc.) Variable Costs (raw materials) Total Costs=FC+VCExternal Factors Affecting Pricing Strategy: External Factors Affecting Pricing Strategy Competition (What are they doing) Market Place (What’s the Expectation) Current Demand (High or Low) Economic Conditions (Recession) Social Conditions (Unemployment) Government Actions (War)Types of Market Condition: Types of Market Condition Pure Competition: Many Buyers and Sellers Price Has Little Effect Monopoly: Single Seller, Sets Market Price Oligopoly: Few Sellers, Each Sensitive to the others Price StrategyTypes of Demand in the Market : Types of Demand in the Market Inelastic Demand: Demand hardly changes with a small change in price Elastic Demand Demand changes with a small change in priceTypes of Pricing Approach: Types of Pricing Approach Value Based Thinking Customer First Value Price Cost Product Cost Based Thinking Product First Cost Price Value Customer Which do you prefer?Competitive Forms of Pricing: Competitive Forms of Pricing Set Based on the Competition Set Based on What is Expected in the Market Sealed Bid or RFQ, price is set on what you think the competition will bidSlide406: Pricing Strategy Expansion Grid Premium Good Value Overcharging Economizing High Price Low Price High Quality Low Quality New Product Pricing Approaches: New Product Pricing Approaches Market Penetration Set low price Attract customers to build share Marketing Skimming Set high price maximize revenues and profitsPricing Scenarios: Pricing Scenarios Product Line Pricing (Steps in line) Optional Add On (Automobiles) Captive Pricing (Razor / Blades) Bundling: (Personal Seat License / Tickets) Ways to Reduce Price: Ways to Reduce Price Trade In Allowance (Cars) Seasonal Discount (Cars) Functional Discount Quantity Discount Cash Discount Provide another product or service in addition, i.e. more value Price Justification Strategies: Price Justification Strategies Promotion Based (We are running a promo) Psychologically Based (Price going up) Location Based (FOB origin, CSF Brazil) International Relationship Marketing: Relationship Marketing Class 16What is Value?: What is Value? Product Service Image Brand RelationshipsWhat is Customer Satisfaction?: What is Customer Satisfaction? When a company’s performance fulfills the buyer’s expectations Expectations are based on: Past experience Opinions of others Promises Why is it Important?Because…..: Because….. Satisfied Customers are: Less price sensitive More Loyal, are retained by the firm Promote the company and it’s products Buy more Create more profitsWhat is Relationship Marketing?: What is Relationship Marketing? Creating Customers Maintaining and Enhancing Relationships by offering Financial Benefits Social Benefits Structural TiesThe Value Chain: The Value Chain Inbound Logistics (Vendors,Raw Materials) Operations (Producer adds value) Marketing and Sales (the P’s) Outbound Logistics (Clean, pack, ship) Service (Installation and Warranty) Where profit margins are created!Competitive Analysis (S.W.O.T): Competitive Analysis (S.W.O.T) Who are your competitors? What are their: Objectives Current Strategies Strengths and Weaknesses Patterns and Practices Where might they go from here? When could they move?The Ways Companies Compete: The Ways Companies Compete Innovation or Product Leadership Foresight, Ideas, Implementation Operational Excellence Quality Focus Flexible Production Teamwork Customer Intimacy Customer Focus Relationship MarketingCompetitive Position Strategies: Competitive Position Strategies Market Leader Challenger Follower Nichers Expand Market / Share Attack the Leader Do as the Leader Does Focus and ServeCompanies Can Be Either…. : Companies Can Be Either…. Product Oriented Customer Oriented Competitor Oriented Market Oriented Which is best?The Challenges of Being Global: The Challenges of Being Global Exchange Rates and Hedging Strategy Tariffs and Trade Barriers Corruption Language Customs and Culture Laws and Business PracticesWhy Go Global?: Why Go Global? Profitable Growth Opportunities Current Domestic Market Shrinking Market Diversification Competition Attacking Domestic MarketHow to Enter Global Markets: How to Enter Global Markets Go Direct Use Representatives or Distributors Joint Venture Partnerships OEM to Locally Connected CompanyGlobalization of the Product: Globalization of the Product Language Features and Function Changes Local Laws and Standards Export and Import Regulations Design Changes (120/240v)Slide425: The Tao of Product ManagementManagement: Management Derived From the Italian (maneggio) and the French (manege) The meaning is the training, handling and riding of a horse. Who’s the horse?Management’s Past : Management’s Past Command Control Set Direction Taming the horse Willingness of people to be managedManagement’s Future: Management’s FutureTao Te Ching: Tao Te Ching The Classic Way and It’s Virtue (The essential nature, to go straight to the heart)Tao Te Ching: Tao Te Ching Tao Dynamic Patterns Awareness Cycles Flow (challenge, skill) Te To Go Straight To The Heart Character IntegritySlide431: The 21st Century Leadership Requirements Structure Around Process Rather Than Functions Key Figure a Self Directed Worker Rather Than Administrative Manager Basic Work Unit a T.E.A.M. Rather Than The Department Style is One of Learning Rather Than Analysis Leader as Coach / Steward / Mentor / Enabler Rather Than Manager / Controller / Scorekeeper / Director Leadership is Everywhere or NowhereSlide432: The C’s of Change in Business Content Change Context Change Conduct Change Capacity Change Capability Change How Do We Transform With It?Implications for Product Management: Implications for Product Management Role, Responsibility, RelationshipsThe New Way and It’s Virtue: The New Way and It’s Virtue Commitment Collaboration Communication Responsibility Accountability Slide435: Commitment Definition: A process of continued effort by individuals or teams to focus on and to achieve their goals and objectives. Attributes: Foster, participation, active optimism, constructive questioning and positive critique in the decision process. Foster a climate of cooperation and collaboration. Foster informal communication with those who have different views. Foster a positive assumption about what is and patience with what may be. Foster convergence and alignment by reconciling diverse viewsSlide436: "Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative and creation, there is one elementary truth the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one's favor all manner of unforeseen incidents, meetings and material assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it. Begin it now. " --Johann Wolfgang Von Goethe CommitmentSlide437: Collaboration Definition: A process of influence by individuals or teams to motivate a group to strive to accomplish objectives. Attributes: Influence others by ideas. Rise above organizational boundaries and jurisdiction to influence Facilitate coalition building. Collective capability buildingSlide438: Communication Definition: A process of dialogue by individuals or teams to listen and learn from each other in the pursuit of shared goals. Attributes: Be Open Seek first to understand others. Seek to be understood. Be supportive. Slide439: Responsibility Definition: A feeling of caring by individuals or teams pursuing shared goals. Attributes: To Be the best you can be. To Do your best you can Be responsible to colleagues and customersSlide440: “Concerning all acts of initiative, there is one elementary truth the ignorance of which kills countless ideas and splendid plans: the moment one definetly commits oneself, then Providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents and meetings and material assistance which no man could have dreamed would come his way. Whatever you can do or dream you can do, begin it. Boldness has genius, power and magic in it. Begin it now. Johann Wolfgang von GoetheSlide441: Vision Values Mission 7C’s Strategy S,F,I,I,US,I,MM,V,A,PG You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.