Marketing basics
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Transcript of Marketing basics
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-7
MARKETING BASICS:DOING WHAT WORKS AND ALLOCATING RESOURCES
• Finding and Using What Really Works
Strategy: Focused
Execution: Flawless Operations
Culture: Performance-Oriented
Structure: Fast, Flexible, and Flat
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-9
MARKETING BASICS:DOING WHAT WORKS AND ALLOCATING RESOURCES
• Allocating Marketing Resources Using Sales Response Functions
Sales Response Function
Maximizing Incremental Revenue Minus Incremental Cost
A Numerical Example of Resource Allocation
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-10
FIGURE 22-1 FIGURE 22-1 Sales response function showing the situation for two different years
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-12
MARKETING BASICS:DOING WHAT WORKS AND ALLOCATING RESOURCES
• Allocating Marketing Resources Using Sales Response Functions
Allocating Marketing Resources in Practice
• Share Points
Resource Allocation and the Strategic Marketing Process
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-13
FIGURE 22-2 FIGURE 22-2 The strategic marketing process: actions and information
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-14
FIGURE A FIGURE A The strategic marketing phases and corresponding output reports
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-15
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
Long-Range Marketing Plans
Annual Marketing Plans
• The Variety of Marketing Plans
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 22-3 FIGURE 22-3 Steps a large consumer packaged goods firm takes in developing its annual marketing plan
Slide 22-16
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-21
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
Porter’s Generic Business Strategies
• Marketing Planning Frameworks:The Search for Growth
• Generic Business Strategy
• Cost Leadership Strategy
• Differentiation Strategy
• Cost Focus Strategy
• Differentiation Focus Strategy
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-22
FIGURE 22-4 FIGURE 22-4 Porter’s four generic business strategies
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-23
Wal-Mart and Volkswagen Which of Porter’s generic business strategies
do these firms use?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-24
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
• Marketing Planning Frameworks:The Search for Growth
• Market Penetration
• Product Development
• Market Development
• Diversification
Profit Enhancement Option: Increase Revenues
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-25
FIGURE 22-5 FIGURE 22-5 Profit enhancement options for increasing a firm’s profits
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-26
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
Profit Enhancement Option: Decrease Costs
• Marketing Planning Frameworks:The Search for Growth
• Economies of Scale/Experience Curve
• Other Ways: Layoffs, Training, and/or Quality
Profit Enhancement Option: Do Both
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-27
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
Market-Product Synergies
• Marketing Planning Frameworks:The Search for Growth
• Marketing Synergies (Rows)
• R&D–Manufacturing Synergies (Columns)
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-28
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
Market-Product Synergies
• Marketing Planning Frameworks:The Search for Growth
• Market-Product Concentration
• Market Specialization
• Product Specialization
• Selective Specialization
• Full Coverage
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MARKETING NEWSNET
The Strategy Issue for theNew Millennium—Finding Synergies
Slide 22-29
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 22-6 FIGURE 22-6 Market-product grid of alternative strategies for a lawnmower manufacturer
Slide 22-30
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 22-7 FIGURE 22-7 An ideal merger for Great States to obtain full market-product coverage
Slide 22-31
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-37
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
• One-Handedness Convenience
• Joint Ventures
• Some Planning and Strategy Lessons
Big G plus Pillsbury: Synergies, Segments, and Partners
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MARKETING NEWSNET
Slide 22-38
Keeping Planning Simple at Big G: “One-Handed” Convenience
Plus Cover All the Bases
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-41
THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS
• Value-Based Planning
• Value-Driven Strategies
• Some Planning and Strategy Lessons
Balancing Value and Values in Strategic Marketing Plans
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-42
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
• Is Planning or Implementation the Problem?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-44
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
• Increasing Emphasis on Marketing Implementation
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MARKETING NEWSNET
Slide 22-45
GE’s Implementation Strategies—How Neutron Jack Became One of the Most Acclaimed CEOs of the 20th Century
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-46
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
• Product or Program Champion
• Improving Implementation of Marketing Programs
Communicate Goals and the Means of Achieving Them
Have a Responsible Program Champion Willing to Act
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-47
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
• Improving Implementation of Marketing Programs
Foster Open Communication to Surface Problems
Reward Successful Program Implementation
Take Action and Avoid Paralysis by Analysis
• Avoid the “NIH Syndrome”
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-50
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
• Improving Implementation of Marketing Programs
Schedule Precise Tasks, Responsibilities, and Deadlines
• Action Item List
• Program Schedules
• Gantt Chart Sequentially Concurrently
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-51
FIGURE 22-E FIGURE 22-E Tasks to complete a term project
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-52
FIGURE 22-8 FIGURE 22-8 Gantt chart for scheduling the term project
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-56
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
Line versus Staff and Divisional Groupings
• Staff Positions
• Organizing for Marketing
• Line Positions
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 22-9 FIGURE 22-9 Organization of a business unit in a typical consumer packaged goods firm, showing two product or brand groups
Slide 22-57
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-58
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
Line versus Staff and Divisional Groupings
• Organizing for Marketing
• Product Line Groupings
• Functional Groupings
• Geographical Groupings
• Market-Based Groupings
Matrix Organization Category Manager
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-59
THE IMPLEMENTATION PHASEOF THE
STRATEGIC MARKETING PROCESS
Role of the Product Manager
• Organizing for Marketing
• Product Manager
• Brand Manager
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-60
FIGURE 22-10 FIGURE 22-10 Units with which the product manager and product group work
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-61
• The Marketing Control Process
THE CONTROL PHASE OF THE STRATEGIC MARKETING PROCESS
Management by Exception
Measuring Results
Taking Marketing Actions
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-62
FIGURE 22-11 FIGURE 22-11 The control phase of the strategic marketing process
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 22-64
• Sales Analysis
THE CONTROL PHASE OF THE STRATEGIC MARKETING PROCESS
Sales Analysis
Profitability Analysis
ROI Marketing
Sales Component (Microsales) Analysis
• Profitability Analysis and ROI Marketing
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Parveen Kumar Chadha… THINK TANK(Founder and C.E.O of Saxbee Consultants)
Email :[email protected]
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New Delhi India Postal Code-110015
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