e-Marketing. Lecture 2 Monday 9 Feb 2009. The Plan. Quick Quiz Suggestion Box Traditional Marketing Process Mad Men. Marketing Quiz. What are the 4 original P’s of the Marketing Mix? What 3 P’s were added to make them the 7 P’s?
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e-Marketing Lecture 2 Monday 9 Feb 2009
The Plan • Quick Quiz • Suggestion Box • Traditional Marketing Process • Mad Men
Marketing Quiz • What are the 4 original P’s of the Marketing Mix? • What 3 P’s were added to make them the 7 P’s? • What are the 4 new P’s added to reflect the changed realities of www age? • The product mix has 2 dimensions. What are they? Illustrate your understanding with a example brand.
Marketing Quiz • What are the 5 stages of the product life cycle? • An organisation can orientate itself to its market in 4 ways. What are the 4 orientations?
Traditional Definition ‘The management process of identifying, anticipating and satisfying customer requirements profitably.’ Chartered Institute ofMarketing
Traditional Marketing Process Corporate Objectives Marketing Audit SWOT Analysis Marketing Objectives & Strategy Marketing Tactics Measurement & Review
Translates as… What Business are we in? Where are we now? How do we know we are successful? Where do we want to get to? How do we want to get there? What will we do? How do we know we are successful?
Marketing Audit • Marketing audit includes information about organisation’s macro and micro-environment • Macro: PESTLE • Micro: Stakeholders/competitors
SWOT Analysis SWOT based on: • Marketing Audit • Measurement & Review data • Used to formulate objectives/strategy
Strategy • Porter’s Generic Strategies • Segmentation • Target Marketing • Positioning
Strategy Porter’s Generic Strategies: • Cost Leadership i.e. cheaper • Differentiation i.e. superior/different • Focus strategy i.e. segmentation
Segmentation • Demographic • Geographic • Pyschographic/lifestyle • Benefit • Behavioural
Positioning • A priori: decision by organisation • Post hoc: customer’s perception More expensive Less acceptable/affordable More acceptable/affordable Cheaper
Tactics based on 4 P’s PLACE Channels Coverage Inventory Transport PRODUCT Product Variety Quality Design Features Brand Packaging Sizes Warranties TARGET MARKET PROMOTION Advertising Sales promotions Personal selling Public relations Direct marketing Internet PRICE List price Discounts Allowances Credit terms
Tactics for www age • We have looked at some tactics for the original 4 P’s • But what about the other P’s? • Group A. Develop tactics for additional 3 P’s • Group B. Develop tactics for the 4 P’s of www age
You are the marketing team for HMV. • Go through the marketing process and develop a new marketing strategy and tactics for these trouble times. • Your SWOT analysis will be essential to this task. • Think about how you consume the type of products HMV provides!
Next week… • Consumer Behaviour • Brand Management
Suggested Reading For starters: • O’Brien, J. A. (2008) Introduction to Information Systems. 14th, McGraw-Hill. • Addock, D. (2001) Marketing: Principles& Practice. 4th ed, Pearson Education. • Porter, M. (2001) Strategy and the Internet. Harvard Business Review, March. • Thomke, S. and von Hippel, E. (2002) Customers as Innovators: A New Way to Create Value. Harvard Business Review, April. • Wolpert, J.D. (2002) Breaking Out of the Innovation Box. Harvard Business Review, August.
Series 2. Tues, 2200, BBC3 Series 1 in Library