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MARKETING MANAGEMENT 13th edition

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Title: MARKETING MANAGEMENT 13th edition


1
MARKETING MANAGEMENT13th edition
  • Chapter 2Developing Marketing Strategies and
    Plans

by Dr. Paitoon Chetthamrongchai ??. ???????
?????????? paitoon9_at_hotmail.com 081-989-0098
2
What is the Value Chain?
  • The value chain is a tool for identifying was to
    create more customer value because every firm is
    a synthesis of primary and support activities
    performed to design, produce, market, deliver,
    and support its product.

3
A Holistic Marketing Orientation and Customer
Value
  • A company needs to take a more holistic view of
  • the target customers activities, lifestyle, and
    social space.
  • the companys channels and supply chain.
  • the companys communications.
  • the companys stakeholders interests.
  • Holistic marketing will require strong software
    support.

4
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5
A Holistic Marketing Orientation and Customer
Value
  • Value exploration how can a company identify new
    value opportunities?
  • Value creation How can a company efficiently
    create promising new value offering?
  • Value delivering

6
Strategic Planning
  • Strategic plan key areas and four activities
  • Defining the corporate mission
  • Establishing strategic business unit
  • Assessing resource to each SBU
  • Assessing growth opportunity

7
Strategic Planning
  • Corporate level is responsible for designing a
    corporate strategic plan for each division.
  • Division plan establishes a division plan
    covering the allocation of funds
  • Business unit
  • Product level

8
Strategic Planning
  • Marketing plan is the central instrument for
    direction and coordinating the marketing effort.
  • Strategic marketing plan lays out the target
    markets and the value proposition that will be
    offered, based on analysis the best
    opportunities.
  • Tactical marketing plan specifies the marketing
    tactics.

9
Corporate and Division Strategic Planning
  • All corporate headquarters undertake four
    planning activities
  • Defining the Corporate Mission Specific mission
    when the business starts Amazon.com/ Ebay.com
  • Establishing Strategic Business Units (SBUs)
  • Assigning resources to each SBU
  • Planning new businesses, downsizing, or
    terminating older businesses

10
The Boston Consulting Groups Growth-Share Matrix
11
  • The Growth-Share Matrix
  • Question Marks business that operate in high
    growth markets but have low relative market share
    requires a lot of cash
  • Stars the market leaders in a high growth
    market, the company must spend substantial fund
    to keep up
  • Cash Cows falling growth rate but still have
    the largest market share, produce a positive cash
    flow
  • Dogs weak market shares in low growth market

12
  • SBU Strategies
  • Build for question
  • Hold for cash cow
  • Harvesting for decisioning to cash in on its
    crop to milk its business
  • Divest for dog and question mark if resources
    can be better used elsewhere

13
The Strategic-Planning Gap
14
Corporate and Division Strategic Planning
  • Planning New Businesses, Downsizing Businesses
  • management will have to develop new business
  • Intensive growth opportunities to achieve
    further growth within current business. Akiko
  • Integrative growth opportunity to build or
    acquire business that are related to current
    business backward or forward
  • Diversification growth opportunity to add
    attractive business that are unrelated to current
    business.

15
Three Intensive Growth Strategies
16
MARKETING MANAGEMENT12th edition
  • Chapter 3Scanning the Marketing Environment

by Dr. Paitoon Chetthamrongchai ??. ???????
?????????? paitoon9_at_hotmail.com 01-989-0098
17
The Marketing Environment
  • Environmental scanning and analysis
  • The process of collecting and interpreting
    information about the forces in the marketing
    environment
  • The environment changes constantly
  • Marketing must
  • Predict change
  • Respond to and take advantage of change

18
Identifying and Responding to the Major
Macroenvironment Forces
  • The substantial speedup of international
    transportation, communication, and financial
    transactions, leading to the rapid growth of
    world trade and investment, especially tripolar
    trade (North America, Western Europe, Far East)
  • The movement of manufacturing capacity and skills
    to lower cost countries.
  • The rising economic power of several Asian
    countries in world markets.
  • The rise of trade blocks such as the European
    Union and NAFTA signatories.

19
Identifying and Responding to the Major
Macroenvironment Forces
  • The severe debt problems of a number of
    countries, along with the increasing fragility of
    the international financial system.
  • The increasing use of barter and countertrade to
    support international transactions.
  • The move toward market economies in formerly
    socialist countries along with rapid
    privatization of publicly owned companies.
  • The rapid dissemination of global lifestyles.
  • The gradual opening of major new markets, namely
    China, India, eastern Europe, the Arab countries,
    and Latin America.

20
Identifying and Responding to the Major
Macroenvironment Forces
  • The increasing tendency of multinationals to
    transcend their locational and national
    characteristics and become transnational firms.
  • The increasing number of cross-border corporate
    strategic alliancesfor example, MCI and British
    Telecom, and Texas Instruments and Hitachi.
  • The increasing ethnic and religious conflicts in
    certain countries and regions.
  • The growth of global brands in autos, food,
    clothing, electronics.

21
Identifying and Responding to the Major
Macroenvironment Forces
  • Demographic Environment
  • Worldwide Population Growth
  • Population Age Mix
  • Ethnic and Other Markets
  • Educational Groups
  • Household Patterns
  • Geographical Shifts in Population
  • From a Mass Market to Micromarkets

22
Identifying and Responding to the Major
Macroenvironment Forces
  • Economic Environment
  • Income Distribution
  • Savings, Debt, and Credit Availability

23
Identifying and Responding to the Major
Macroenvironment Forces
  • Natural Environment
  • Shortage of Raw Materials
  • Increased Energy Cost
  • Anti-Pollution Pressures
  • Changing Role of Governments

24
Identifying and Responding to the Major
Macroenvironment Forces
  • Technological Environment
  • Accelerating Pace of Change
  • Unlimited Opportunities for Innovation
  • Varying RD Budgets
  • Increased Regulation of Technological Change
  • ??????????????????????

25
Identifying and Responding to the Major
Macroenvironment Forces
  • Political-Legal Environment
  • Legislation Regulating Business
  • Growth of Special-Interest Groups
  • Consumerist movement

26
Problems faced by Global brands
  • Companies find it difficult to succeed in new
    markets that are culturally unfamiliar.
  • They often underestimate differences in the
    patterns of daily life in the new markets.
  • This makes it difficult to develop products and
    services that fit peoples lives,
  • It is difficult to extend their brand, and manage
    culturally diverse teams.

27
The Micro Environment
  • Micro-Environmental Factors
  • Customers
  • Competitors
  • Suppliers
  • Intermediaries
  • Publics

28
MARKETING MANAGEMENT12th edition
  • Chapter 6Analyzing Consumer Markets and Buyer
    Behavior

by Dr. Paitoon Chetthamrongchai ??. ???????
?????????? paitoon9_at_hotmail.com 081-989-0098
29
Objectives
  • How do consumer characteristics influence buying
    behaviour?
  • What are major psychological processes responses
    to the marketing programme?
  • How do consumers make purchasing decision?

30
What are influences consumer behaviour?
31
What are influences consumer behaviour?
  • Consumer Trends for the Future
  • Gives an idea of what marketers can expect to
    encounter in the year 2010

32
Old Chain Format
Processor Drove Demand Down the Chain
Processor
Wholesale Retail Food Service
producer
Consumer
No Transparency
33
Todays Chain Format
Consumer Drives Demand Signals up the Chain
Consumer
producer
Wholesale Retail Food Service
Processor
Transparency (Visible Value to the Consumer)
34
  • What are influences consumer behaviour?

35
Influencing Buyer Behavior
  • 1. Cultural Factors is the fundamental
    determinant of persons wants and behaviour.
  • A set of values, perceptions, preferences and
    behaviours.
  • Each culture consists of
  • Subcultures go to be larger market (Diversity
    marketing) -gt Multicultural marketing
  • Social class is indicated by a set of variables
    such as occupation, income, wealth education and
    value orientation.

36
Problems faced by Global brands
  • Companies find it difficult to succeed in new
    markets that are culturally unfamiliar.
  • They often underestimate differences in the
    patterns of daily life in the new markets.
  • This makes it difficult to develop products and
    services that fit peoples lives,
  • It is difficult to extend their brand, and manage
    culturally diverse teams. Western companies are
    now paying a great deal of attention to the
    growing number of people with expendable income
    in China, India, and other developing regions
    where the cultures are very different from those
    in the West.

37
Influencing Buyer Behavior
  • 2. Social Factors references groups, family, and
    social roles and statuses
  • Reference Groups have direct or indirect
    influence on the persons attitudes or behaviour
    (Membership groups)
  • Primary groups family, friend etc
  • Secondary groups religious, professional etc
  • Aspirational groups are those person hopes to
    join
  • Dissociative groups are those whose value or
    behaviour an individual rejects
  • Opinion leader

38
Influencing Buyer Behavior
  • Family the most important consumer-buying
    organisation in society, and family members
    constitute the most influential primary reference
    group.
  • Roles and Statuses
  • Role
  • Status

39
Influencing Buyer Behavior
  • 3. Personal Factors
  • Age and Stage in the Life Cycle
  • Family life cycle
  • Occupation and Economic Circumstances
  • Lifestyle
  • Personality and Self-Concept
  • 4. Psychological Factors
  • Motivation biogenic and psychogenic

40
Influencing Buyer Behavior
  • Maslows
  • Theory
  • Hierarchy
  • of Needs

41
Globalization and the rise of Asia
Population Change, 2005-2015
World population 6.4 bil Developed world 1.2 bil
2050 close to 9.0 bil
42
Demographicsaging is not equal across markets
  • Low fertility rates and increasing life
    expectancy are increasing the average age of the
    population
  • In developed countries the median age is 39
    years, 14 years more than in developing countries
  • Median age is increasing in all cases
  • Population aging is more severe in developed
    countries and some developing ones

CAGR for selected population segments, 2004-2014

Source Rabobank analysis based on UN data
43
Lifestyle Influences
  • Multi-tasking
  • Time-starved
  • Money-constrained

44
Influencing Buyer Behavior
  • Perception the process by which an individual
    selects and organises and interprets information
    inputs to create a meaningful picture.
  • Selective attention
  • People are more likely to notice stimuli than
    relate to a current need
  • People are more likely to notice stimuli than
    they anticipate
  • People are more likely to notice stimuli whose
    deviations are large in relation to the normal
    size of the stimuli 50
  • Selective distortion interpret information in a
    way that will fit into personal meanings.
  • Selective retention remember good point

45
Influencing Buyer Behavior
  • Learning
  • Beliefs and Attitudes

46
The Buying Decision Process
  • How consumers actually make their buying
    decision, marketers need to understand behaviour
    questions in terms of who, what, when, where
    how and why
  • Step1 Problem recognition a problem or need
  • Step2 Information search
  • Personal sources
  • Commercial sources
  • Public sources
  • Experiential sources

47
The Buying Decision Process
  • Step 3 Evaluation of Alternatives
  • Potential Attributes of interest consider need,
    product solution, satisfy.
  • Brand beliefs
  • Brand image

48
The Buying Decision Process
  • Step 4 Purchase Decision

Steps Between Evaluation of Alternatives and a
purchase decision
49
The Buying Decision Process
  • Step5 Post purchase Behavior
  • Postpurchase Satisfaction
  • Disappointed
  • Satisfied
  • Delighted
  • Step6 Post purchase Actions
  • Postpurchase Use and Disposal

50
The Buying Decision Process
  • Buying Roles
  • Initiator first suggests the idea of buying
    product
  • Influencer who view or advise influences the
    product
  • Decider
  • Buyer
  • User

51
MARKETING MANAGEMENT13th edition
  • Chapter 4
  • Conducting Marketing Research

by Dr. Paitoon Chetthamrongchai ??. ???????
?????????? paitoon9_at_hotmail.com 081-989-0098
52
The Marketing Research
  • Consumer Market Knowledge
  • Marketing Research is the systematic design,
    collection, analysis, and reporting of data and
    findings relevant to a specific marketing
    situation facing the company.

53
The Marketing Research Process
54
Marketing Research System
  • The Marketing Research Process
  • Step 1 Define the Problem, the Decision
    Alternatives, and the Research Objectives
  • Must be careful not to define the problem too
    broadly or to narrowly.
  • Example Offering New First Class Service

55
Marketing Research System
  • The Marketing Research Process
  • Step 2 Develop the Research Plan
  • Data Sources secondary/ primary data
  • Research Approaches
  • Observational research -
  • Focus group research
  • Survey research
  • Behavioral data purchasing behaviour/ direct
    marketing
  • Experimental research to capture cause and
    effects relationship/ can explain the results.

56
Marketing Research System
  • Research Instruments
  • Questionnaires closed-end/ opened
    questionnaires
  • Quantitative measures unstructured
    measurement approaches.
  • Mechanical Devices technology media/ diaries

57
Marketing Research System
Closed-end Questions
58
Marketing Research System
59
Marketing Research System
Open-end Questions
60
Marketing Research System
  • Sampling Plan
  • Sampling unit Who is to be surveyed?
  • Sample size How many people should be
    surveyed?
  • Sampling procedure How should the respondents
    be chosen?

61
Probability and Nonprobability Samples
Probability Sample
Simple random sample Every member of the population has an equal chance of selection
Stratified random sample The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group
Cluster (area) sample The population is divided into mutually exclusive groups (such as city blocks), and the researcher draws a sample of the groups to interview
62
Probability and Nonprobability Samples
Nonprobability Sample
Convenience sample The researcher selects the most accessible population members
Judgment sample The researcher selects population members who are good prospects for accurate information
Quota sample The researcher finds and interviews a prescribed number of people in each of several categories
63
Marketing Research System
  • Contact Methods
  • Mail questionnaire
  • Telephone Interview
  • Personal interviewing
  • Online interview

64
Marketing Research System
  • Step 3 Collect the Information
  • Step 4 Analyze the Information
  • Step 5 Present the Findings
  • Step 6 Make the Decision
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