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Chapter Nine

Chapter Nine. 9. Local Marketing in Mature and New Growth Markets. Marketing Environments and Tasks. Emerging markets - build infrastructure New growth markets - market development Mature markets - build market share Analysis and strategy focus by market type.

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Chapter Nine

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  1. Chapter Nine 9 Local Marketing in Mature and New Growth Markets

  2. Marketing Environments and Tasks • Emerging markets - build infrastructure • New growth markets - market development • Mature markets - build market share • Analysis and strategy focus by market type

  3. Three Marketing Environments Product/Market situation Exhibit 9.1

  4. Dominant Marketing Dimensions Product/Market Situation Exhibit 9.2

  5. Dominant Marketing Dimensions Product/Market Situation Task Emerging New Growth Mature Marketing strategy: Strategic focus Market Participation Compete for share development in growth Lead/follow Domestic/foreign Strengths/ Competitive Focus weaknesses Low end Limited Wide Product line Basic Advanced Adapted Product design Rare Selective Fast New product intro Affordable Status Value Pricing Awareness Image Value-added Advertising Build-up Penetrate Convenience Distribution Awareness Trial Value Promotion Extra Desired Required Service Exhibit 9.2 cont.

  6. Local Marketing in Mature Markets • Market analysis • market segmentation, positioning, brand image, country of origin • Product strategy • wide line, differentiated, first mover (leaders); me-too (followers) • Pricing • range of options, relative to product position • Promotion • brand image, sales promotion for support, differentiated position • Distribution • solid infrastructure, full channels, slotting fees, piggybacking • Customer satisfaction • quality, technical vs emotional quality, surprise

  7. CS and Two Kinds of Quality High Level of satisfaction Emotional quality Functional quality High Low Level of quality Low exhibit 9.3

  8. Marketing in Japan • Fragmentation of distribution • Close relationships with channel members • Demanding customers - lead market • Customers show increasing price sensitivity • Quality = “function without fault”

  9. Local Marketing in New Growth Markets • Market analysis • introduction/growth stage of PLC, emerging middle class segments favorable view of foreign products • Product strategy • localization required, adaptation optional, brand support, foreign origin • Pricing • status pricing, tempered with need to build loyalty in low income markets • Promotion • build brand image for long term potential, intellectual property problems • Distribution • nurture relationships, invest in channel structure and

  10. Marketing in Latin America • Concentration of wealth is common • Regional trade groups - NAFTA, Mercosur, LAIA • Urban/rural segmentation • Family oriented, traditional segment • Major markets are Argentina, Brazil, Mexico, Chile • Pan-regional marketing strategies

  11. Luxury Car Market Video • How has the competitive structure of the luxury car market changed over the past 15 years? • What strategies have new entrants used to pentrate this market? Which have been successful? Explain • How do these events and strategies illustrate competitive conditions and successful strategies in mature markets? Explain

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