Description
It also explains how to convert 4ps of marketing into 9ps of marketing
MARKETI NG DECISION MAKING
Marketing and Customer Service Stories
uA
distinguished-looking gentleman in blue jeans walks into a bank and asks the teller to make a specific transaction.
Marketing and Customer Service Stories Bringing “Marketing” into the court room. u Prosecutors “Brand Martha Stewart as a liar”, in the closing arguments of 2004 trial.
u
Marketing and Customer Service Stories
u
A telephone call to a typical service organization.
u
You call the toll-free number and hear this phrase: “We are experiencing higher than usual call volumes…” If they know this, why don’t they staff for it? Why are they wasting my time because they do not know how to staff—a basic customer service function?
Marketing and Customer Service Stories
u
u
u
On the Fans… “We’re not really going to worry about what the fans think about us. They can boo us every day, but they’re still going to ask for our autographs if they see us on the street. That’s why they’re fans and we’re NBA players.”
Bonzi Wells, Portland Trail Blazers.
Marketing and Customer Service Stories “If the fans throw something, we’ve got to protect our honor.”
Sam Cassell, Minneapolis Timberwolves Is image everything and common sense and marketing nothing?
Marketing and Customer Service Stories u Update 2003-4 NBA season:
u u u u u u
Bonzi Wells made an obscene gesture to fans. Cursed his coach. Lost his captain status on team. Was unloaded for less than what a journeyman NBA player makes. Attendance in Portland is down 17%, after four drug arrests in 13 months. On the Fans… “We’re not really going to worry about what the fans think about us!…”.
Marketing and Customer Service Stories Top causes of Customer Complaints: u Auto dealers, Computer dealers, Mail Order and Catalog shopping, Home Furnishing stores, Auto repair shops.
u
Marketing and Customer Service Stories Blair Witch Project and Circuit City u The $500 High-8 video camera u Most profitable movie of all time. u $60K in costs with a $248 Million Box Office
u
Marketing Mix.
u The
Turn the 4 P’s into 9 P's
4 P’s uProduct uPrice uPromotion uPlace
Marketing Mix.
u
Turn the 4 P’s into 9 P's The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the marketplace.
Marketing Mix.
u Consists
Turn the 4 P’s into 9 P's
of everything controllable, tactical the firm can do to influence demand for the product.
Turns into 7P’s
1. Planning or Process 2. People (Target Market) 3. Product- The goods and service combination the firm offers to the target market. Includes variety of product mix, features, designs, packaging, sizes, services, warrantees and return policies. 4. Price- The price consumers are willing to pay. Retail price/wholesale, discounts, trade-in allowances, credit terms, quantity discounts, credit terms, sales and payment periods.
Turns into 7P’s
5.PromotionThe activities that promote and communicate the merits of the overall product.
Marketing Mix.
Turn the 4 P’s into 9 P's
Promotion Includes A. Personal Selling or Sales Force B. Advertising C. Sales Promotion –
Samples, coupons, premiums, cash refunds, demos, point-of-purchase materials, display allowances, trade shows, sales rep contests
Marketing Mix.
Turn the 4 P’s into 9 P's
Promotion Includes D. Public Relations E. Direct Marketing
direct-response, management, catalogs and telemarketing
Direct mail, database
F. Internet and Interactive
CD-ROMS, kiosks, Interactive TV
Marketing Mix.
Turn the 4 P’s into 9 P's
Push strategies vs. Pull strategies. P>W>R>C>U P >C
Turns into 7P’s
6. Place/DistributionThe company’s activities that make the product available to the target market. Includes channel of distribution, geographic coverage, locations, inventory, transportation and logistics.
Turns into 7P’s 7. Partners/Alliances-
The joint relationships involving cooperation and responsibilities. Involves several duties including products, distribution and promotion functions.
Marketing’s Role
R & D Department: Interested in making new discoveries. Like Ronco, but can they sell? Sometimes they expect marketing people to find markets for their new concepts and inventions.. Engineering Department: Looking for design simplicity and economy. Purchasing Department: Looks for economy in purchasing and not always quality. Manufacturing Department: Wants to keep costs low, fewer models and keep the assembly line moving.
Marketing’s Role:
Inventory Department: Keep inventory costs low, fewer models. Hold down carrying costs. Doesn’t always look at the costs of stock-outs.
Finance Department: Keep company’s expenses down. Generate good ratios.
Accounting Department: Not always willing to analyze sales and costs. What about marketing territory info? Pricing?
Credit Department: Look at keeping costs down. Bad debt.
Integrated Marketing
u
When all of the company’s departments work together to serve the customer’s interests. Unfortunately, not all employees are trained or motivated to work for the customer.
u
Integrated Marketing
Two levels:
u The
various marketing functions of marketing research, planning, sales force, advertising, product/brand management, pricing and promotion work together. u “Think Customer”: Marketing must be well-coordinated with the other departments.
Integrated Marketing
u
It works best when all employees and departments appreciate their impact on customers and their satisfaction. Before, during and after sale and delivery.
u
David Packard of Hewlett-Packard said: “Marketing is too important to be left to the marketing department!”
u
Marketing’s Role
u
Marion Harper said “To manage a business well is to manage its future; and to manage the future is to manage information.” The organization must learn to think of itself not as producing goods and services but as buying customers, as doing things that will make people want to do business with it.
u
Marketing Myopia
u
Theodore Levitt proposed market definitions of a business are superior to product or technological definitions. Target Markets/Groups and Marketing Needs. Every major industry was once a growth industry. Railroads, Hollywood and others.
u
u
u
Marketing Myopia
u No
guarantee against product obsolescence. Company’s own product research will, or another company will produce, product obsolescence.
Marketing’s Role
u The
chief executive has the inescapable responsibility for creating this environment, viewpoint, attitude and inspiration. Sets the company’s style, direction and goals.
Marketing’s Role
u
Marketing should try to mobilize the company’s resources to develop customer satisfaction. Requests from the marketing department sometime increase product design, material costs, disrupt production schedules, increase finance
Marketing’s Role
u
Marketing should try to mobilize the company’s resources to develop customer satisfaction. Requests from the marketing department sometime increase product design, material costs, disrupt production schedules, increase finance
u Marketing
Markeing u Integrated Marketing u Marketing Myopia u & Marketing’s Role
Decision
doc_278343451.pptx
It also explains how to convert 4ps of marketing into 9ps of marketing
MARKETI NG DECISION MAKING
Marketing and Customer Service Stories
uA
distinguished-looking gentleman in blue jeans walks into a bank and asks the teller to make a specific transaction.
Marketing and Customer Service Stories Bringing “Marketing” into the court room. u Prosecutors “Brand Martha Stewart as a liar”, in the closing arguments of 2004 trial.
u
Marketing and Customer Service Stories
u
A telephone call to a typical service organization.
u
You call the toll-free number and hear this phrase: “We are experiencing higher than usual call volumes…” If they know this, why don’t they staff for it? Why are they wasting my time because they do not know how to staff—a basic customer service function?
Marketing and Customer Service Stories
u
u
u
On the Fans… “We’re not really going to worry about what the fans think about us. They can boo us every day, but they’re still going to ask for our autographs if they see us on the street. That’s why they’re fans and we’re NBA players.”
Bonzi Wells, Portland Trail Blazers.
Marketing and Customer Service Stories “If the fans throw something, we’ve got to protect our honor.”
Sam Cassell, Minneapolis Timberwolves Is image everything and common sense and marketing nothing?
Marketing and Customer Service Stories u Update 2003-4 NBA season:
u u u u u u
Bonzi Wells made an obscene gesture to fans. Cursed his coach. Lost his captain status on team. Was unloaded for less than what a journeyman NBA player makes. Attendance in Portland is down 17%, after four drug arrests in 13 months. On the Fans… “We’re not really going to worry about what the fans think about us!…”.
Marketing and Customer Service Stories Top causes of Customer Complaints: u Auto dealers, Computer dealers, Mail Order and Catalog shopping, Home Furnishing stores, Auto repair shops.
u
Marketing and Customer Service Stories Blair Witch Project and Circuit City u The $500 High-8 video camera u Most profitable movie of all time. u $60K in costs with a $248 Million Box Office
u
Marketing Mix.
u The
Turn the 4 P’s into 9 P's
4 P’s uProduct uPrice uPromotion uPlace
Marketing Mix.
u
Turn the 4 P’s into 9 P's The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the marketplace.
Marketing Mix.
u Consists
Turn the 4 P’s into 9 P's
of everything controllable, tactical the firm can do to influence demand for the product.
Turns into 7P’s
1. Planning or Process 2. People (Target Market) 3. Product- The goods and service combination the firm offers to the target market. Includes variety of product mix, features, designs, packaging, sizes, services, warrantees and return policies. 4. Price- The price consumers are willing to pay. Retail price/wholesale, discounts, trade-in allowances, credit terms, quantity discounts, credit terms, sales and payment periods.
Turns into 7P’s
5.PromotionThe activities that promote and communicate the merits of the overall product.
Marketing Mix.
Turn the 4 P’s into 9 P's
Promotion Includes A. Personal Selling or Sales Force B. Advertising C. Sales Promotion –
Samples, coupons, premiums, cash refunds, demos, point-of-purchase materials, display allowances, trade shows, sales rep contests
Marketing Mix.
Turn the 4 P’s into 9 P's
Promotion Includes D. Public Relations E. Direct Marketing
direct-response, management, catalogs and telemarketing
Direct mail, database
F. Internet and Interactive
CD-ROMS, kiosks, Interactive TV
Marketing Mix.
Turn the 4 P’s into 9 P's
Push strategies vs. Pull strategies. P>W>R>C>U P >C
Turns into 7P’s
6. Place/DistributionThe company’s activities that make the product available to the target market. Includes channel of distribution, geographic coverage, locations, inventory, transportation and logistics.
Turns into 7P’s 7. Partners/Alliances-
The joint relationships involving cooperation and responsibilities. Involves several duties including products, distribution and promotion functions.
Marketing’s Role
R & D Department: Interested in making new discoveries. Like Ronco, but can they sell? Sometimes they expect marketing people to find markets for their new concepts and inventions.. Engineering Department: Looking for design simplicity and economy. Purchasing Department: Looks for economy in purchasing and not always quality. Manufacturing Department: Wants to keep costs low, fewer models and keep the assembly line moving.
Marketing’s Role:
Inventory Department: Keep inventory costs low, fewer models. Hold down carrying costs. Doesn’t always look at the costs of stock-outs.
Finance Department: Keep company’s expenses down. Generate good ratios.
Accounting Department: Not always willing to analyze sales and costs. What about marketing territory info? Pricing?
Credit Department: Look at keeping costs down. Bad debt.
Integrated Marketing
u
When all of the company’s departments work together to serve the customer’s interests. Unfortunately, not all employees are trained or motivated to work for the customer.
u
Integrated Marketing
Two levels:
u The
various marketing functions of marketing research, planning, sales force, advertising, product/brand management, pricing and promotion work together. u “Think Customer”: Marketing must be well-coordinated with the other departments.
Integrated Marketing
u
It works best when all employees and departments appreciate their impact on customers and their satisfaction. Before, during and after sale and delivery.
u
David Packard of Hewlett-Packard said: “Marketing is too important to be left to the marketing department!”
u
Marketing’s Role
u
Marion Harper said “To manage a business well is to manage its future; and to manage the future is to manage information.” The organization must learn to think of itself not as producing goods and services but as buying customers, as doing things that will make people want to do business with it.
u
Marketing Myopia
u
Theodore Levitt proposed market definitions of a business are superior to product or technological definitions. Target Markets/Groups and Marketing Needs. Every major industry was once a growth industry. Railroads, Hollywood and others.
u
u
u
Marketing Myopia
u No
guarantee against product obsolescence. Company’s own product research will, or another company will produce, product obsolescence.
Marketing’s Role
u The
chief executive has the inescapable responsibility for creating this environment, viewpoint, attitude and inspiration. Sets the company’s style, direction and goals.
Marketing’s Role
u
Marketing should try to mobilize the company’s resources to develop customer satisfaction. Requests from the marketing department sometime increase product design, material costs, disrupt production schedules, increase finance
Marketing’s Role
u
Marketing should try to mobilize the company’s resources to develop customer satisfaction. Requests from the marketing department sometime increase product design, material costs, disrupt production schedules, increase finance
u Marketing
Markeing u Integrated Marketing u Marketing Myopia u & Marketing’s Role
Decision
doc_278343451.pptx