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Marketing Management The marketing Process. Ron Padavich Director Strategic Marketing Services / University of Northern Iowa. Marketing Management. What is Marketing Management?. What Is Marketing Management?.

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marketing management the marketing process

Marketing ManagementThe marketing Process

Ron Padavich


Strategic Marketing Services / University of Northern Iowa

marketing management
Marketing Management

What is Marketing Management?

what is marketing management
What Is Marketing Management?

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services that satisfy individual and organizational objectives.

It is the entire organization and a product or service from conception to the end of its useful life!

what is marketing
What is Marketing?

The process of creating customers for your product/service.

how d o y ou i ncrease market size
How Do You Increase Market Size?
  • Sell more to current customers
  • Sell new products/services to current customers
  • Find new customers for current offerings
  • Offer new products/services to new customers
today s discussion
Today’s Discussion
  • Marketing Management at SMS
  • Strategic Planning
  • Market Research
  • New Technology – Eye Tracking
marketing management of sms the marketing process

Marketing Management of SMSThe marketing Process

Ron Padavich


Strategic Marketing Services / University of Northern Iowa

who we are
Who We Are
  • Self-supporting, Fee-based University enterprise
  • Started in 1990
  • Five professional market researchers
what we do
What We Do
  • Market Research
  • Marketing Strategies
  • Strategic Planning
who we serve
Who We Serve
  • For Profit Businesses
    • Entrepreneurs Fortune 500 Companies
  • Non-profit Organizations
  • Government Agencies
  • Economic Development Corporations
strategic marketing services
Strategic Marketing Services

Over 300 clients in diverse markets

  • Alliant Energy
  • Avery-Dennison
  • American Tool
  • Bausch & Lomb
  • Cargill
  • Century 21
  • CNS-BreatheRight®
  • Wheaton Franciscan Healthcare
  • Cummins/Onan
  • Ecolab
  • John Deere
  • Johnson & Johnson
  • Kimball International
  • Lincoln Savings Bank
  • Maytag Appliances
  • Mercury Marine
  • Nissan Industrial
  • Riverside Publishing
  • Siemens Industries
  • The Nature Conservancy
  • Yellow Freight
our team
Our Team
  • Director – Over 20 Years
  • Senior Program Manager – Over 20 years
  • Program Managers (3) – 2, 14 & 15 years
  • Students
core competencies
Core Competencies
  • Market Characterization, Segmentation & Positioning
  • New Product/Service Development
  • Customer Satisfaction/Loyalty
  • Competitive Intelligence
  • Strategic Opportunity Assessments (Market penetration, market development, product development, diversification)
  • Strategic Planning
  • Surveys (Phone, Online, Mail)
  • Research Panels
  • Facilitated Planning Sessions/Discussion Groups
  • Focus Groups (Online or In-person)
  • In-depth Interviews
  • Eye Tracking Technology
types of projects
Types of Projects
  • Attitudinal
  • Brand Awareness
  • Voice of the Customer
  • Concept Testing
  • Product Configuration
  • Competitive Intelligence
  • Pricing
  • Prototype Evaluations
  • Go-To-Market Advertising/Communications
  • Insight Generation, Ideation, Workshop Facilitation
  • Technology Adoption
  • Channel Evaluation
  • Strategic Thinking
what makes us different
What Makes Us Different
  • Small Boutique Firm
    • Motivated by quality over quantity
    • Performance over profit
    • Full client pipeline – Pick and Choose
  • Access to UNI Intellectual Capital
  • Higher Response Rates – University Affiliation
  • University Credibility
  • Student Opportunities
  • Access to Incentive Funds
  • Qualify for Grants (Iowa Energy Center, Power Fund, etc.)
our challenges
Our Challenges
  • Small – Fill up fast
  • University Tie Perceptions
    • Free
    • Student Program
  • Competition
    • Name Brand Firms
    • Global Players
    • Low Price Providers
    • Client Personnel Changes
    • Long Sales Cycle
pricing strategies
Pricing Strategies
  • Clients Outside Iowa: Cost +
  • Iowa Clients: Cost + Minus Incentive
  • Iowa Grants: Cost
  • Federal Grants: Cost and allowed overhead
marketing sales strategy
Marketing/Sales Strategy

Past: Out-Bound - Sales

  • Cold Phone Calls
  • Sales Trips
  • General Trade Shows
  • Advertising-Publications
  • Referrals
  • Trade Listings
  • Internet Non-existent

Present: In-Bound - Marketing

  • Warm Phone Calls
  • No Sales Trips
  • Select Trade Shows
  • No Advertising
  • Referrals
  • Trade Listings
  • Internet Mktg. - HubSpot
typical mr sales process
Typical MR Sales Process
  • Awareness- It exists
  • Education – What can it do?
  • Benefits
  • Convince of the need
  • Budget – Do they have one?
  • Get them to agree to spend the money
  • Keep them focused
sms primary target market
SMS Primary Target Market
  • Large U.S. companies who do market research on a regular basis, do so because they:
    • Understand it
    • Value it
    • Know what to expect
    • Know what it costs
sms secondary market
SMS Secondary Market
  • Iowa Companies (Required)
    • Hard Sell
      • No MR experience
      • Don’t want to spend money
      • Prefer trial and error
      • Difficult to get them from awareness stage to project
      • Incentives have limited impact
      • SMS spends lots of time for small return
sms third market
SMS Third Market
  • Grants
    • Seldom desired
      • Time investment to respond to RFP
      • Competing against other non-profits
      • Not profitable – pay low, expect a lot
      • Long time-frame
      • RFP does not reflect total expectations
      • Reporting requirements
      • Difficult to break even
things we watch for
Things We Watch For
  • Unsolicited RFPs/Inquiries
    • Price Shoppers
    • Window Shoppers- DIY
    • Keeping other supplier honest
qualifying the prospect
Qualifying the Prospect
  • How did you find out about us?
  • Why did you choose to call us?
  • Have you done market research before?
    • How often, with who, and why not using them now?
  • Do you have a budget allocated for the project?
sms mission statement
SMS Mission Statement

SMS is a boutique market research firm that employs a small staff of highly skilled, dedicated researchers who expertly serves the needs of a select group of forward looking clients. We value quality over quantity. For us, nothing is more invigorating than seeing our clients use the market intelligence we provide in successful ways.

our approach
Our Approach
  • What is the client trying to achieve?
  • What information do they need?
  • Who has the information?
  • What is the best methodology to get the information?

The primary purpose of a business is to sell a product or service!

All types and sizes of businesses share one thing in common – the need to secure ready, willing and able customers!

marketing vs selling
Marketing Vs. Selling
  • Marketing – Focuses on the buyer. What needs do you have and how can I help you?
  • Selling – Focuses on the seller. I have a product you need to buy.
my experience
My Experience
  • Most companies are reactionary.
  • They do not manage marketing well.
  • They do not take action until sales decline and cause significant pain.
  • They prefer to do business as usual.
  • They fail when they do not understand the changing market, customer expectations, and the need to provide competitive value.
what is needed
What is Needed?
  • Comprehensive Strategic Plan

Where are you going, how will you get there, when will you arrive?

  • Market Research

Why will people buy what you have to sell?

  • Marketing Strategy

How will you tell people about what you have to offer and convince them to buy?

what is strategic planning
What Is Strategic Planning?
  • Strategic Planning Is A Systematic Way to Manage Change and Create the Best Possible Future
    • Optimizes potential
      • Takes all the pieces of the organization and puts them in one common direction.
    • Focuses resources to support desired results
      • Identifies and commits the resources necessary to succeed.
        • People, money, equipment, etc.
strategic planning process
Strategic Planning Process
  • Addresses the following:
    • Who you are
    • What you do
    • Who you serve
    • Where you want to go
    • When you want to arrive
strategic vs tactical
Strategic Vs. Tactical
  • Strategic – Long-term, process oriented
  • Tactical – Short-term, day-to-day
strategic plan
Strategic Plan
  • Considers:
    • Customers
    • Competitors
    • Investors
    • Employees
    • Internal & External Environments
    • Regulations
    • Operations
    • Markets
strategic plan vision
Strategic Plan - Vision
  • Vision Statement
    • Long-term view
    • A verbal picture of the future
    • Should be realistic and achievable

“If you can imagine it you can achieve it”

sample vision statements
Sample - Vision Statements
  • Anheuser-Busch

“ Be the world’s beer company”

  • Avon

“Be the company that best understands and satisfies the product, service and self-fulfillment needs of women –globally”

mission statement
Mission Statement
  • What you are about:
    • Corporate Commitment
    • Employees
    • Customers
    • Vendors
    • Community
    • Environment
    • Technology

How you run your business on a day-to-day basis

sample mission statement
Sample - Mission Statement
  • Bristol-Myers Squibb

“To discover, develop, and deliver innovative medicines that help patients prevail over serious diseases.”

1 st step where we are today
1st Step - Where We Are Today
  • Finances
  • Profitability
  • Customer Assessment
  • Competition
  • Technology Assessment
  • Supplier Issues
  • Employee Issues
  • Production Issues
  • Regulations
  • Economy
2 nd step swot analysis
2nd Step- SWOT Analysis
  • Strengths (Competitive advantage)
  • Weaknesses
  • Opportunities
  • Threats
  • Define the day-to-day focus of the business:
    • Sales & Profitability
    • Motivated employees
    • Satisfied customers & suppliers
    • Efficiency
    • Quality
    • Innovation
    • Production

These are the things that make the business operate

  • Support Goals
    • Specific
    • Measurable
    • Achievable
    • Results oriented
    • Time specific
action plans
Action Plans
  • Actions that achieve objectives and ultimately goals
    • Specific logical sequence of steps that will be taken
    • Assigned responsibility
    • Date for completion
    • Resources Allocated
results of strategic planning
Results of Strategic Planning
  • Strategic Alignment
    • Control destiny
    • Forecast problems and solutions
    • Better understand all aspects of your business
    • Make better decisions
    • Align resources
strategic plan outline
Strategic Plan Outline
  • Vision
  • Mission
  • Goals
  • Objectives
  • Actions steps
  • Responsibility
  • Time frames
  • Budget
what is market research
What is Market Research?

Market Research is the process of collecting and analyzing information to answer specific questions.

business success
Business Success
  • MR is an essential ingredient in developing an effective marketing strategy and a thorough understanding of consumers’ needs and wants.
why do mr
Why Do MR?
  • Understand the market/customer
    • Needs
    • Motivation
    • Willingness to pay
    • Barriers
    • Competition
    • Identify opportunities
    • Identify what is not working
two types of mr
Two Types of MR
  • Business – to – Business
  • Business – to – Consumer
applying the 4 p s
Applying The 4 P’s
  • Product/Service Related Issues
    • Desirability of Specific Features
    • Purchase Decisions
      • Motivations
      • How often
    • Competitive Comparisons
    • Substitution Comparisons
applying the 4 p s1
Applying The 4 P’s
  • Pricing Related Issues
    • Acceptable price points
    • Price sensitivity
    • Competitive pricing
applying the 4 p s2
Applying The 4 P’s
  • Place (Distribution)
    • Best methods
    • Competitor distribution methods
    • New/alternative distribution methods
    • Cost comparisons
    • Supply chain
applying the 4 p s3
Applying The 4 P’s
  • Promotion
    • Logo Development Testing
    • Effective Advertising Media
    • Advertising Testing
    • Competitor Advertising
    • Packaging Considerations
  • Marketing Research helps you make better informed and less risky decisions
    • Marketing research helps execute your strategic plan
    • Marketing research helps drive decision-making
    • Marketing research helps to reduce risk
    • Marketing research helps to develop a competitive strategy and win customers
mr methodologies
MR Methodologies
  • Qualitative Research
    • In-Depth Interviews
      • Telephone
      • Face-to-Face
    • Intercept Interviews
    • Focus Groups
    • Observation
    • Experimental
  • Quantitative Research
    • FAX Surveys
    • Mail Surveys
    • Mail Panels
    • Telephone Surveys
    • Personal Interviews
    • Web-based Surveys