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MBA 517: Session #2 “Marketing is everyone’s job, marketing is everything, and everything is marketing.” – Regis MacKenn

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MBA 517: Session #2 “Marketing is everyone’s job, marketing is everything, and everything is marketing.” – Regis MacKenna. Your host: David Perry. …one more quote.

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MBA 517: Session #2“Marketing is everyone’s job, marketing is everything, and everything is marketing.”– Regis MacKenna

Your host: David Perry

one more quote
…one more quote

Marketing starts with "who is the customer?" not "what do we have to sell?“ - Peter Drucker

a few logistics
A few logistics
  • Textbooks in: Lecture focuses on Ch. 1-4
  • PharmaSim: $33.35 for manual + coupon
  • Guest Lectures
    • 10/14: Ben Keylin > The marketing mix
    • 10/28: Mike Fulton > Global Marketing
  • Groups need to be defined today
  • Groups assigned to 1 of 3 cases
    • Goodyear not included
key syllabus change
Key Syllabus Change
  • SWITCH Goodyear case with Zenith
    • Next Week: Case discussion on Goodyear
      • No teams assigned to Goodyear
    • November 4: Zenith HDTV
  • Team case writeups split between 3 cases:
    • Microsoft Works
    • Zenith HDTV
    • USA Today Online
teams
Teams
  • #1: Gillingham; Landers; Tadaki, Richey
  • #2: Fuentes; Burke, Heinzig; Ansis
  • #3: Tsu; Douglas; Dickey; Bakken
  • #4: Hixson; Thinvadhanakul; Wu
  • #5:
  • #6:
  • #7:
  • #8:
  • #9:
  • #10:
case assignments
Case Assignments
  • Microsoft Works
    • Teams: 1, 4, 7
  • Zenith HDTV
    • Teams: 2, 5, 8
  • USA Today Online
    • Teams: 3, 6, 9
the 3 stages of marketing
The 3 stages of marketing
  • Entrepreneurial
    • Creative, budget constrained, guerilla
    • Dr. Birdsong’s Dental office (patient referrals)
  • Formulated
    • Utilize analytical tools, larger staff
    • Birdsong’s Smile Institute (print advertising)
  • Intrepreneurial
    • Analysis paralysis, large staff
    • Smiles USA (TV, radio, 1-800, standards)
what do you market
Goods

Gap Leather

Services

Merrill Lynch CMA acct

Experiences

Ski Whistler

Persons

Bill Gates (his vision)

Places

Virginia is for lovers

Properties

The Estates at Saybrook

Organizations

Seattle University

Information

Wall Street Journal

Ideas

Starbucks “The third place”

What do you market?
core marketing concepts
Target Mkts and Segmentation

Marketers & Prospects

Needs, Wants, Demands

Product or Offering

Value & Satisfaction

Exchange & Transactions

Relationships & Networks

Marketing Channels

Supply Chain

Competition

Marketing Environment

Marketing Mix

Core Marketing Concepts
marketing mix 4ps
Marketing Mix: 4Ps
  • Product – Brand, features, packaging
  • Price – List, discounts
  • Place – channels, inventory, distribution
  • Promotion – Advertising, PR, sales
orgs marketing concepts
Orgs: Marketing Concepts
  • Production Concept = Texas Instruments
  • Product Concept = WebTV
  • Selling Concept = Visa cards; insurance
  • Marketing Concept = Nordstrom; IKEA
  • Societal Marketing Concept = Odwalla
biz changes marketing
Reengineering

Outsourcing

E-commerce

Benchmarking

Alliances

Partner-suppliers

Market-centered

Global/local

Decentralized

Relationship marketing

Customer lifetime value

Customer share

Target marketing

Individualization

Customer database

Integrated marketing

Channels as partners

Every employee a marketer

Model-based decision making

Biz Changes >> Marketing
let s look at examples
Charles Schwab

Integrated Marketing

Peapod.com

Online advertising

Let’s look at examples…
can t get no customer satisfaction
Measuring It

Complaint/Suggestion

Surveys

Ghost shopping

Lost customer analysis

Delivering It

Value Chain = new product dev thru customer service

Guarantees

Attracting and retaining customers

Less cost to keep current than recruit new

Who does it right…

Nordstrom, Saturn, Citibank, HP, Northwestern Mutual Life, HomeGrocer.com

..can’t get no (customer) satisfaction
relationship marketing levels of investment
Relationship Marketing: Levels of Investment
  • Basic Marketing
    • Just sell it!
  • Reactive Marketing
    • Call with questions
  • Accountable Marketing
    • Followup/feedback loop
  • Proactive Marketing
    • Consultative role (IBM)
  • Partnership Marketing
    • WalMart/P&G
relationship marketing how to build value
Relationship Marketing: How to build value
  • Financial Benefits
    • United Mileage Plus
  • Social Benefits
    • Brand Communities
  • Structural Ties
    • EDI, partner extranets
strategic planning
Strategic Planning
  • Business Portfolio Evaluation Models
    • Boston Consulting Group (BCG)
    • Build, Hold, Harvest, Divest
  • Growth Strategies
  • SWOT
  • The Marketing Plan
    • Sonic Stereos
bcg matrix
BCG Matrix

Stars

Question ???

20%

Office

WebTV

Market Growth Rate

Cash Cow

Dogs

Ancient

Lands

Project

0%

10X

1X

0.1X

Relative Market Share

growth strategies
Growth Strategies
  • Intensive Growth
    • Market Penetration
    • Market Development
    • Product Development
    • Diversification
  • Integrative Growth
    • Forward, Backward, Horizontal
  • Diversification Growth
the marketing plan
The Marketing Plan
  • Executive Summary
  • Situation
  • Opportunities/Issues
  • Objectives
  • Strategies
  • Action programs (tactics)
  • P&L
  • Controls, Timeline, Next Steps
marketing research
Marketing Research
  • Marketing Information Systems (MIS)
    • Sales force Automation
  • Primary and Secondary data
  • The research process
  • Types of questions
  • Quantitative Tools
  • Estimating demand
    • Current and Future
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