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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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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 these marketers 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!