Professional Documents
Culture Documents
Target Markets & Segmentation Needs, Wants, and Demands Product or Offering Value and Satisfaction
Exchange & Transactions Relationships & Networks Marketing Channels
1-1
Marketing Mix
Product
Place
Customer Solution
Convenience
Price
Promotion
Cost
4/29/2012
Communication
1-2
Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
1-3
Product value
Monetary cost Time cost
Energy cost
Psychic cost
4/29/2012
1-4
Implementation
Organizing
Control
Measuring results
Diagnosing results
Product planning
4/29/2012
1-6
Stars
Question marks
5
Cash cow
?2
7
Dogs
6
4x 2x 1.5x 1x
2.33
Weak
1.00
Aerospace fittings
2.33
Existing markets
1. Market penetration
New markets
2. Market development
4. Diversification
4/29/2012
1-9
Opportunity Matrix
Success Probability Low High Attractiveness Opportunities
1. Company develops a more powerful lighting system 2. Company develops a device for measuring the energy efficiency of any lighting system 3. Company develops a device for measuring illumination level 4. Company develops a software program to teach lighting fundamentals to TV studio personnel
1-10
High
Low
4/29/2012
Threat Matrix
Probability of Occurrence
High Low
Seriousness
High
Low
4/29/2012
Systems
Skills
Staff
4/29/2012
Style
1-12
Strategic marketing
4/29/2012
Tactical marketing
1-13
1-14
Exploratory Research
Descriptive Research
Ascertain magnitudes.
Causal Research
4/29/2012
Research Approaches
Observational
Focus-group Survey Behavioral Experimental
4/29/2012
1-16
1-17
1-18
4/29/2012
Buyers decisions
Product choice Brand choice Dealer choice Purchase timing Purchase amount
4/29/2012
1-20
1-21
User
Key Family Decision Roles
Initiator
Buyer
Influencer
Decider
4/29/2012
1-22
4/29/2012
1-23
1-24
Awareness Set
Consideration Set
Choice Set
Decision
4/29/2012
1-25
1-26
4/29/2012
Market Positioning
Market Targeting
Market Segmentation
1-28
Demographic
Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...
Psychographic
Lifestyle or Personality
Behavioral
Occasions, Benefits, Uses, or Attitudes
4/29/2012
1-29
Product Differentiation
Form
Features
Performance
Quality
Conformance Quality
Durability
Reliability
Repairability
Style
Design
4/29/2012
1-30
Important
Profitable
Distinctive
Preemptive
4/29/2012
1-31
Positioning is...
the act of designing the companys offering and image to occupy a distinctive place in the the target markets mind.
p. 298
4/29/2012
1-32
Market Testing
4/29/2012
Commercialization 1-33
What is a Brand?
User
Culture
Personality
Attributes
Benefits
Values
4/29/2012
1-34
Brand Strategies
Product Category
Existing New
Brand Name
Existing
New
4/29/2012
1-35
Costs
Customers High Price assessment No possible of unique demand at product this price features
4/29/2012
1-36
Sales Promotion
1-38