Things i should have learned in marketing jeopardy edition
1 / 61

Things I should have learned in Marketing: Jeopardy edition - PowerPoint PPT Presentation

  • Uploaded on

Things I should have learned in Marketing: Jeopardy edition . serve as a guide for what the organization wants to accomplish. be “market-oriented” rather than “product-oriented”. be neither too narrow, nor too broad. fit with the market environment. be motivating.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'Things I should have learned in Marketing: Jeopardy edition' - xena

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Things i should have learned in marketing jeopardy edition

Things I should have learned in Marketing: Jeopardy edition

What is a cash cow
What is a Cash Cow has stopped growing

Figure 2-2: has stopped growing

Growth-Share Matrix

What is diversification
What is diversification? has stopped growing

Figure 2-3: has stopped growing

Product / Market Expansion Grid

What is segmenting
What is has stopped growingsegmenting?

What is product positioning
What is product positioning? your product is the ideal product for them

What is product
What is Product? the Marketing mix

What is place
What is Place? marketing mix

Figure 2-6: marketing mix

Managing the Marketing Effort

What is competitive advantage
What is marketing mixcompetitiveadvantage?

  • Would have accepted core competency

What is competitive analysis
What is competitive analysis objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which competitors to attack or avoid.

What is a strategic group
What is a strategic group? industry

  • Good or bad competitors

What is differentiation
What is differentiation product line and marketing program

Competitive strategies
Competitive Strategies product line and marketing program

  • Basic Winning Competitive Strategies: Porter

    • Overall cost leadership

      • Lowest production and distribution costs

    • Differentiation

      • Creating a highly differentiated product line and marketing program

    • Focus

      • Effort is focused on serving a few market segments

What is operational excellence
What is operational excellence? convenience

  • Basic Competitive Strategies: Value Disciplines

    • Operational excellence

      • Superior value via price and convenience

    • Customer intimacy

      • Superior value by means of building strong relationships with buyers and satisfying needs

    • Product leadership

      • Superior value via product innovation

Figure 18-3: convenience

Hypothetical Market Structure

What is a market leader strategy designed to protect market share
What is a market leader strategy designed to protect market share?

  • Expanding the total demand

    • Finding new users

    • Discovering and promoting new product uses

    • Encouraging greater product usage

  • Protecting market share

    • Manyconsiderations

    • Continuous innovation

  • Expanding market share

    • Profitability rises with market share

  • Option 1: share? challenge the market leader

    • High-risk but high-gain

    • Sustainable competitive advantage over the leader is key to success

  • Option 2: challenge firms of the same size, smaller size or challenge regional or local firms

  • Full frontal vs. indirect attacks

  • Follow the market leader products

    • Focus is on improving profit instead of market share

    • Many advantages:

      • Learn from the market leader’s experience

      • Copy or improve on the leader’s offerings

      • Strong profitability

What is a market nicher
What is a market productsnicher?

  • Serving market nichesmeans targeting subsegments

  • Good strategy for small firms with limited resources

  • Offers high margins

  • Specialization is key

    • By market, customer, product, or marketing mix lines

Game playing industry
Game playing industry products

  • Nintendo

    • Wii hyperlink

  • Microsoft

    • Xbox 360

  • Sony

    • Play Station

Threat of new entry
Threat of New Entry products

  • the existence of barriers to entry

  • economies of product differences

  • brand equity

  • switching costs

  • capital requirements

  • access to distribution

  • absolute cost advantages

  • learning curve advantages

  • expected retaliation

  • government policies

Competitive rivalry
Competitive Rivalry products

  • number of competitors

  • rate of industry growth

  • intermittent industry overcapacity

  • exit barriers

  • diversity of competitors

  • informational complexity and asymmetry

  • brand equity

  • fixed cost allocation per value added

  • level of advertising expense

Supplier power
Supplier productsPower

  • supplier switching costs relative to firm switching costs

  • degree of differentiation of inputs

  • presence of substitute inputs

  • supplier concentration to firm concentration ratio

  • threat of forward integration by suppliers relative to the threat of backward integration by firms

  • cost of inputs relative to selling price of the product

Buyer power
Buyer Power products

  • buyer concentration to firm concentration ratio

  • bargaining leverage

  • buyer volume

  • buyer switching costs relative to firm switching costs

  • buyer information availability

  • ability to backward integrate

  • availability of existing substitute products

  • buyer price sensitivity

  • price of total purchase

Threat of substitution
Threat productsofSubstitution

  • buyer propensity to substitute

  • relative price performance of substitutes

  • buyer switching costs

  • perceived level of product differentiation