logging in or signing up Marketing Providing Value To Customers aSGuest57415 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Copy Does not support media & animations WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 854 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: July 29, 2010 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide 1: Marketing: ProvidingValue To Customers Chapter Objectives : Chapter Objectives Define marketing/marketing strategy and outline how to identify target market. Identify 4Ps, explain marketing research, discuss branding strategies, explain benefits of packaging/labeling. Identify pricing strategies for new/existing products Explore production-distribution strategies/supply-chain management Describe promotion mix and managing customer relationships Explain product life cycle/effects on marketing mix Describe the marketing environment and factors influencing consumer behavior Describe opportunities in field of marketing Marketing : Marketing “…a set of processes for creating, communicating and delivering value to customers and for improving customer relationships.” Satisfying Customer Needs : Satisfying Customer Needs Product- Features & Benefits Setting Price Identify Target Market Make Customers Aware Get People To Buy Deliver Purchased Product Managing Relationships With Customers After Delivery The Marketing Concept : The Marketing Concept Marketing Concept : Marketing Concept “…satisfying customer needs while meeting organizational goals...” Slide 7: Marketing Strategy Target Market : Target Market “…a specific group of consumers…particularly interested in your product…who…have access to it…and…have the means to buy it.” Identifying Your Market : Identifying Your Market Consumer Market Industrial Market Market Segments : Market Segments “…groups of potential customers with common characteristics that influence their buying decisions.” Market Segmentation Categories : Market Segmentation Categories Demographic – Age, marital status, gender, ethnic background, income, occupation, education Geographic – Climate, region, population density Behavioral – Attitudes toward product, user status, usage rate Psychographic – Interests, activities, attitudes, values The Marketing Mix : The Marketing Mix Marketing Research : Marketing Research “…the process of collecting and analyzing the data that’s relevant to a specific marketing situation.” Market Research Data : Market Research Data Secondary Already collected Company Documents Government Data Primary New Information Surveys Personal Interviews Focus Groups Need for Data: What Methods Who Branding : Branding “…word, letter, sound, or symbol that… differentiate(s)… products on the market.” Trademark – “…register(ed) name with the U. S. Patent and Trademark Office.” U.S. Patent & Trademark Website Branding Strategies : Branding Strategies Private Branding Generic Branding Manufacturer Branding Brand Equity : Brand Equity “…any added value generated by favorable consumer experiences…” Packaging/Labeling : Packaging/Labeling Packaging - “…container that holds…(the) product.” Labeling – “…what… (is said) about the product on… (the) packaging.” Product Pricing : Product Pricing New Skimming Penetration Other Cost-Based Demand-Based Target Costing Prestige Odd-Even Distribution : Distribution Intermediary – “…a wholesaler or retailer who helps move products from their original source to the end user…” Each intermediary in the channel of distribution requires a profit margin, thus increasing the cost of the product. Distribution Channels : Distribution Channels What anIntermediary Can Do : What anIntermediary Can Do Physical Distribution : Physical Distribution Just-In-Time Production : Just-In-Time Production “…companies require suppliers to deliver materials to their facilities just in time to go into the production process.” Factors AffectingTransportation Mode : Factors AffectingTransportation Mode Cost Speed Match of Mode to Good Dependability Accessibility Transportation Modes : Transportation Modes Truck (65%)- expensive and can go anywhere in a reasonable time Train (4%)- moderately priced, generally accessible, faster than ship & slower than plane Plane (8%)- faster but cost more Ship (9%)- inexpensive but slow Pipeline (3%)- fine for liquid product Multimodal (11%)- includes rail, truck, and water The Supply Chain : The Supply Chain Value Chain : Value Chain “…the entire range of activities involved in delivering value to customers…” Customer Value Triad : Customer Value Triad Promotion Mix : Promotion Mix “…the means by which (companies) communicate with customers…” Considerations BeforeSelecting Promotional Strategy : Considerations BeforeSelecting Promotional Strategy Purpose of Promotion? Target Market? Product Features to Emphasize? Afford? Similar to Competitors? Promotional Tools : Promotional Tools Advertising Personal Selling Sales Promotion Publicity & Public Relations Customer-Relationship Management : Customer-Relationship Management “…a marketing strategy...focus(ed) on information about current customers to nurture...maintain strong relationships with them.” Marketing-Permission vs. Interruption : Marketing-Permission vs. Interruption Permission – “Companies...ask for customers’ cooperation…” Interruption – “…hop(e)...people listen even though you’re interrupting them…” Mass Marketing- “…sending out messages to a vast audience of anonymous people.” Product Life Cycle : Product Life Cycle Introduction Stage& Marketing Mix : Introduction Stage& Marketing Mix Product Awareness Limited Competition Skim-Pricing Approach Few Channels Growth Stage & Marketing Mix : Growth Stage & Marketing Mix Building Sales Competition = Lowering Prices Multiple Channels Profitable Maturity Stage & Marketing Mix : Maturity Stage & Marketing Mix Sales Grow At Decreasing Rate Differentiate from Competition Price Wars Profits Up With Sales Changing Consumer Preferences Decline Stage& Marketing Mix : Decline Stage& Marketing Mix Demand Down Intense Price Competition Profits Low Or Losses Revitalize Or Pull Product Marketing Environment : Marketing Environment Generation Gaps : Generation Gaps Baby-Boomers = 1946 – 1964 Generation X = 1965 – 1975 Generation Y = 1976 - 2001 Consumer Behavior : Consumer Behavior “…the decision process that individuals go through when purchasing or using products.” Buying Process : Buying Process Influences OnBuying Behavior : Influences OnBuying Behavior Psychological Motivation Perception Learning Attitudes Personality Social Family Reference Groups Economic or Social Status Culture Careers In Marketing : Careers In Marketing Advertising Brand/Product Management Marketing Research Supply Chain/Logistics Management Retailing Sales Slide 46: Thank You You do not have the permission to view this presentation. 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