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Marketing: Building Blueprints for Business. (Chapter 4). &. Marketers Advertisers. Many different types of marketers. Many different types of marketers Packaged goods. &. Marketers Advertisers. Many different types of marketers Packaged goods. Durable Goods. &.

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Marketing building blueprints for business

Marketing:Building Blueprintsfor Business

(Chapter 4)


Marketers advertisers

&

Marketers Advertisers

  • Many different types of marketers

  • Many different types of marketers

    • Packaged goods


Marketers advertisers1

&

Marketers Advertisers

  • Many different types of marketers

    • Packaged goods

  • Durable Goods


Marketers advertisers2

&

Marketers Advertisers

  • Many different types of marketers

    • Packaged goods

  • Durable Goods

  • Services


Marketers advertisers3

&

Marketers Advertisers

  • Many different types of marketers

    • Packaged goods

  • Durable Goods

  • Services

  • Retailers


Marketers advertisers4

&

Marketers Advertisers

  • Many different types of marketers

    • Packaged goods

  • Durable Goods

HP “Maestro” - Goodby Silverstein

  • Services

  • Retailers

  • High Tech


Marketers advertisers5

&

Marketers Advertisers

  • Many different types of marketers

    • Packaged goods

  • Durable Goods

  • Services

  • Retailers

  • High Tech

  • And more

  • But they all have similar methodologies and organizations.


Marketers advertisers6

&

Marketers Advertisers

  • Today we’ll cover…

  • The Marketing Function - 5 Ps

  • The Marketing Department

    • Organizational Structure

    • Types of Jobs

  • The Marketing Process

  • Challenges for the Future

  • Questions & Discussion


Marketing is everything

“Marketing is Everything”

  • Marketing has become the dominant and often most critical business function

  • Manufacturing techniques and resources are now less critical, often easy to obtain

  • Brand equity and intellectual capital are now more critical, harder to duplicate

  • Business is evolving from manufacture of goods to manufacture of “thinking”


The five p s

“The Five P’s”

  • Five Critical Marketing Decisions

  • Product

  • Price

  • Place (physical distribution)

  • Promotion

    • All types of promotional activities

    • Advertising, Sales Promotion, PR, etc.

  • “The Fifth P”

    • People


1 product

1. Product

  • Product may be “tangible”

    • Packaged goods

    • Durable goods

  • Product may be a service

  • Product may be a combination

  • Products are “bundles of benefits”


2 price

2. Price

  • Key part of “value equation”

  • At the price, product must have some measure of “functional superiority.”

  • Price must also contain margin

    • For funding of necessary activities...

    • and profit

  • Price can send additional signals

  • Can be a strategy in itself, or, more likely, part of a strategy


2 price1

2. Price

  • Here is an example of advertising that supports a price strategy


3 place

3. Place

  • Similar products can make different “place” decisions

  • Example: Coffee

    • Folgers (retail)


3 place1

3. Place

  • Similar products can make different “place” decisions

  • Example: Coffee

    • Folgers

    • Gevalia


3 place2

3. Place

  • Similar products can make different “place” decisions

  • Example: Coffee

    • Folgers

    • Gevalia

    • Starbucks

  • A Critical Decision


4 promotion

4. Promotion

  • A range of marketing communications (MarCom) techniques can be used:

    • Advertising

    • Sales Promotion

    • Public Relations

    • Publicity

    • Internet/New Media

  • Direct Sales

  • Direct Marketing

  • Event Marketing

  • Trade Shows

  • Promotional Products


5 people

5. People

  • Some controversy over the “Fifth P”

    • Once, some said “packaging”

    • One consultant says “personalization”

    • We say it’s “People.”

  • Your customers

  • Your own people

    • Work force & Sales force

  • Other “stakeholders”

    • Trade, Suppliers, Stockholders


The marketing mix

The Marketing Mix

  • The right combinations of . . .

  • Demand

    • Example: Price/Supply

  • Marketing Variables

    • Five P Variables

    • Promotional Variables

  • Marketing Strategy . . .


Unique combinations unique marketing strategies

Unique CombinationsUnique Marketing Strategies

  • Example: Early auto industry

    • Ford - Product/Price

  • GM - Product/Value

  • GM - Multiple Brands

  • Chrysler - Competitive Position


Unique combinations unique marketing strategies1

Unique CombinationsUnique Marketing Strategies

  • Example: Early auto industry

    • Ford - Product/Price

  • GM - Product/Value

  • GM - Multiple Brands

  • Example: Bose

  • Promotion + Place Direct instead of stores


Marketing departments

Marketing Departments

2 Types of Organization

  • Vertical Organization

    • Traditional military “command” structure

    • Clear lines of responsibility

    • Seems to work best when there are numerous similar products

  • Horizontal Organization

    • More fluid “ad hoc” structure

    • Organize around needs and functions


Top job functions

Top Job Functions:

  • For both types of organizations

  • CEO, COO, CMO

    • Chief Executive Officer

    • Chief Operating Officer

    • Chief Marketing Officer

      • Top Marketing person

      • “Heavy hitter” usually 35+

    • CFO, CIO

      • Chief Financial Officer

      • Chief Information Officer


Vertical organization

Vertical Organization

  • Example: Oscar Mayer (KGF) Consumer Products


Jobs in vertical organization

Jobs in Vertical Organization

  • Category Manager

    • Veteran (in 30s)

    • Major overall responsibility

    • Nurture/grow brands and brand managers

  • Brand Manager

    • Up from Assistant (mid-20s)

    • Responsible for one brand only

    • “It’s your baby”

    • Succeed or die


Horizontal organization

Horizontal Organization

  • Example: McDonnell-Douglas (2 groups)


Jobs in horizontal organization

Jobs in Horizontal Organization

  • VP of Program

    • Must know the business

    • Maturity/power/clout - 35+

  • Marketing Manager

    • Marketing experience, not necessarily advertising

    • Responsible for all advertising, PR, sales promotion, trade shows, etc.

  • Advertising Manager

    • May be “thrown into” role

    • May have little ad experience

    • Competition from other programs


Marketing job functions

Marketing Job Functions

  • Director of Marketing

    • Often, trained w. “feeder system”

      • P&G, KGF, etc.

      • Has become COO career path

    • Must manage increasing variety of MarCom programs and suppliers

  • Advertising Director

    • Importance depends on size of budget

    • May also have significant responsibilities monitoring media spending


Marketing job functions1

Marketing Job Functions

  • Category Manager

    • Group Product Manager

  • Brand Manager

  • Brand Assistant

  • Other Staff Functions:

    • Sales Promotion

    • Media

    • Market Research

  • Field Marketing…

Bridgette Heller - from Brand ManagerGevaliato Category Manager for Coffee at KGF


Field marketing

Field Marketing

  • Excellent entry level job opportunity

  • There are many marketers that operate Field Marketing Organizations

    • Beverage Industry (Beer, Soft Drink)

    • Fast Food Industry

    • Franchise Organizations

    • In many cases, ad agencies that service thesemarketers also provide Field Marketing

  • “Think Global. Act Local.”


The marketing process

The Marketing Process

  • Simply put, it’s...

    • Planning

    • Implementation

    • Evaluation


Planning

Planning

1. Setting overall marketing strategy

2. Developing annual marketing plan

3. Calculating annual marketing budget

4. Assigning marketing tasks (planning)

NOTE: All of this is covered in more detail in Chapter 8 - Marketing & Planning


Implementation

Implementation

4. Assigning marketing tasks (continued)

  • After budgets approved, operations move from the theoretical to the practical

  • NOTE: Actual costs may vary from budget - plans may need to be changed “on the fly”

    5. Supervising internal functions

  • NOTE: PR may be internal, external or both

    6. Overseeing external services

  • Advertising, sales promotion, etc.

  • NOTE: Variety of MarCom program options is growing


Evaluation

Evaluation:

7. Measuring and tracking efforts

  • Sales Results

  • Media Expenditures

  • Awareness and Usage

  • Ongoing Market Research programs (tracking)

    8. Reporting performance to management

  • NOTE: May be daily, weekly, or quarterly.Trend is for more frequent reporting

    9. Integrating results into planning

  • The cycle continues - working for improvement

NOTE: Some of this is covered in more detail in Chapter 11 Evaluation & Integration


Marketing challenges

Marketing Challenges:

  • Increasing importance of marketing

    • As mentioned, “Marketing is Everything” the function is more important for everyone

  • Hyper-Competition

    • Too much capacity for size of market

    • Happening on a global scale

    • Examples: Automobiles, computers

  • Fragmentation

    • Consumers, Media, etc.

    • Harder to do “mass” marketing

  • And of course…


Marketing challenges1

Marketing Challenges:

  • The Media Revolution

    • Changing Business Models

      • Example: Newspapers/Network TV

    • Chan ging Consumer Habits

      • Example: Response to Economy

    • Shift in Control of Media Channels

      • Example: Social Media


Marketing challenges2

Marketing Challenges:

  • The Media Revolution

    • Changing Business Models

      • Example: Newspapers/Network TV

    • Changing Consumer Habits

      • Example: Response to Economy

    • Shift in Control of Media Channels

      • Example: Social Media

    • New Communication Channels

      • Example: “The Third Screen”


Marketing challenges3

Marketing Challenges:

The future is sure to be challenging.

But those challenges will be met with Marketing!

Because today and tomorrow Marketing is Everything!


Questions discussion

Questions & Discussion


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