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Course Wrap-up


Marketing Channels, A. Coughlan, E Anderson, L. Stern Store Wars, M. Corstjens and J. Corstjens. Positioning, Reis and Trout. The Loyalty Effect, ... – PowerPoint PPT presentation

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Title: Course Wrap-up

Course Wrap-up
  • XMBA 206.1
  • Summer 2008

Ten Takeaways
  • 1. Marketing Orientation
  • Successful marketing strategy entails two
    principles. Designing products, services, and
    programs that emphasize attributes which
  • which customers value and connect to.
  • Provide a sustainable differential advantage over
  • Market leaders with technologically superior
    capabilities may suffer from Marketing Myopia
    do not be mesmerized by your product.
  • 2. Competitive Positioning
  • Integrated answer to 4 questions For whom am I?
    Who am I? Why buy me? and not the competition?
  • Positioning is not what you do to the product but
    what you do to the mind of the consumer!

Ten Takeaways
  • 3. Perceptual mapping positioning in the mind
    of the consumer
  • Perceptual maps are about How our product is
    perceived by consumers relative to competition?
  • Link Segmentation and Positioning.
  • Two Methods
  • Attribute rating and Factor Analysis,
  • Similarity ratings and Multidimensional scaling.
  • 4. Brand equity and measuring consumer
    preferences conjoint analysis
  • Successful branding creates a virtuous cycle
  • Brands are credibility bonds that companies post.
  • In technology markets strategic value for brand
    equity in changing the power balance in the

Ten Takeaways
  • 5. Pricing Strategy is a critical and creative
  • Pricing is a revenue generator, other marketing
    activities are costs.
  • Pricings impact on profitability is often more
    significant and more immediate than the impact of
    other elements of the marketing mix.
  • 6. Product Line design integrates pricing,
    product and segmentation
  • Identify the attributes/features that are highly
    valued by some customer segments yet are of
    little importance to other customer segments.
  • Find the best way to reduce cannibalization.
  • 7. Going to Market
  • Channel coordination is important for efficient
    retailer behavior.
  • Channel decisions go hand in hand with the other
    elements of the marketing mix.
  • Channel decisions have greatest the most
    long-term impact and are the hardest among all
    marketing strategy to change.

Ten Takeaways
  • 8. Direct Marketing
  • Direct marketing useful when there are channel
    inefficiencies and when it is easy to replace
    retail services.
  • Key asset is the information about the consumer.
  • Focus on the lifetime relationship and not the
    immediate transaction.
  • 9. Advertising and Communication
  • Positioning ? Creative Strategy. Target Segment
    ? Media planning.
  • How you say it can be as important as what you
  • Traditional advertising follows the hierarchy
    Awareness ? Interest ? Desire ? Action.
  • Nontraditional advertising leverages the buzz
  • 10. Always, Always, Always think Integrated
    Marketing Strategy.

Iyers Framework for Marketing Analysis
Perceptual mapping
Company Analysis Marketing Myopia
First mover advantages
1. Customer Analysis
2. Competitor
Marketing Orientation
3.Marketing Strategy
Pricing process (ODI) Pricing and innovation
Traditional Advertising
Non Traditional advertising and promotions BMW Z3
Going to market Goodyear
Direct marketing
Reading Suggestions
  • Design and Marketing of New Products, Glen Urban
    and John Hauser.
  • Strategy and Tactics of Pricing, Thomas Nagle and
    Reed Holden.
  • Advertising Management, R. Batra, J. Myers and D.
  • Marketing Channels, A. Coughlan, E Anderson, L.
  • Store Wars, M. Corstjens and J. Corstjens.
  • Positioning, Reis and Trout.
  • The Loyalty Effect, F. Reichheld
  • Thinking Strategically, Avinash Dixit
  • Coopetition, Brandenburger and Nalebuff.

Some Marketing Electives
  • Marketing Strategy (Markstrat)
  • Pricing
  • Marketing Research
  • Advertising Management
  • High Technology Marketing Management
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