2011.02.01 mm

Week 1

Class One

Marketing Management

All activities necessary

to

Plan

Research

ImplementControl

evaluate

Five Components of Marketing Management

Planning

Research

ImplementationControl

Evaluation

What is Marketed?

• Goods• Services• Events and experiences• Persons

• Places and properties• Organizations• Information • Ideas

Demand States

• Negative• Nonexistent• Latent• Declining

• Irregular• Unwholesome• Full• Overfull

Marketing Mix and the Customer

Four Ps• Product• Price• Place• Promotion

Four Cs• Customer

solution• Customer cost• Convenience• Communication

Marketing Management Tasks

• Developing marketing strategies

• Capturing marketing insights

• Connecting with customers

• Building strong brands

• Shaping market offerings

• Delivering value• Communicating

value• Creating long-

term growth

Muji

1. Does Mujimanage marketing? If so How?

2. What are the demand states

3. What are the 4 C’s

4. What is marketed?

Class First Last Email School Group

MM.Sabana VANESSA ANDREA ANGULO MORALES vanessa.angulo@unisabana.edu.co Sabana 1

MM.Sabana FELIPE BELLO MONTOYA felipe.bello@unisabana.edu.co Sabana 2

MM.Sabana MARIANA CORDOBA MANOTAS mariana.cordoba@unisabana.edu.co Sabana 3

MM.Sabana SABRIN ZULEIMA DEIRANI PRIETO sabrin.deirani@unisabana.edu.co Sabana 4

MM.Sabana TOMAS

FERNANDEZ GUTIERREZ DE PIÑERES

tomas.fernandez1@unisabana.edu.co Sabana 5

MM.Sabana LINA MARIA GIRALDO DURAN lina.giraldo4@unisabana.edu.co Sabana 6

MM.Sabana NICOLAS ANDRES GOMEZ GIRALDO nicolas.gomez2@unisabana.edu.co Sabana 7

MM.Sabana SANDRA JULIANA MAHECHA RAMIREZ sandra.mahecha@unisabana.edu.co Sabana 8

MM.Sabana LAURA ANDREA MARTINEZ RAMIREZ laura.martinez2@unisabana.edu.co Sabana 1

MM.Sabana LUISA FERNANDA MOLANO AMAYA luisa.molano@unisabana.edu.co Sabana 2

MM.Sabana JUAN FELIPE MUÑOZ MARTINEZ juan.munoz5@unisabana.edu.co Sabana 3

MM.Sabana STEPHANIAPARDO SANTAMARIA stephania.pardo@unisabana.edu.co

Sabana 4

MM.Sabana DAVID FERNANDO POLANIA MEDINA david.polania@unisabana.edu.co Sabana 5

MM.Sabana JOHAN SEBASTIANRAMIREZ GOYENECHE johan.ramirez1@unisabana.edu.co Sabana 6

MM.Sabana ESTEBAN RAMOS KLOTZ esteban.ramos@unisabana.edu.co Sabana 7

MM.Sabana DAVID ANDRES RUIZ ALVAREZ david.ruiz2@unisabana.edu.co Sabana 8

MM.Sabana SARA ELIZABETH STELLA RINCON sara.stella@unisabana.edu.co Sabana 1

MM.Sabana ALEJANDRO TOBAR RESTREPO alejandro.tobar@unisabana.edu.co Sabana 2

MM.Sabana KATHERIN TORRES SOLANO katherin.torres@unisabana.edu.co Sabana 3

MM.Sabana CAROLINA TRIANA MORENO carolina.triana1@unisabana.edu.co Sabana 4

MM.Sabana MARIA ALEJANDRA VARGAS LOPEZ maria.vargas4@unisabana.edu.co Sabana 5

MM.Sabana MARIA ANDREA VILLAMIZAR RIOS maria.villamizar@unisabana.edu.co Sabana 6

MM.Sabana ANNIKA CATHRIN WITZECK annikawiwi@unisabana.edu.co Sabana 7

MM.Sabana JUAN JOSEZULUAGA SALDARRIAGA juan.zuluaga@unisabana.edu.co

Sabana 8

• Read ch 1 and 2 of Aaker (gallo case!)• At Amazon, Marketing Is for Dummies• Presentation: 5% grade

– Pretend that Muji is coming to Colombia. Make an external and customer analysis like the one seen in Gatorade for Muji.

– Maximum of ten slides, groups of three people max. Each member of the group must upload slides

– Please upload powerpoints in moodle (next class)

Week 1

Class Two

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

1-13

Marketing Management Tasks

• Develop market strategies and plans• Capture marketing insights• Connect with customers• Build strong brands• Shape market offerings• Deliver value• Communicate value• Create long-term growth

Benefits of Marketing Management

Well-planned, systematic way

Adequate amount of marketing research and other marketing information is generated

Marketing weaknesses are quickly spotted and corrected

Funds and human resources available for marketing are used as efficiently and effectively as possible

Benefits of Marketing Management

Marketing efforts are always under careful scrutiny; it is always felt that

there is room for improvement

The organization is in a better position to adapt to change among customers and

competition, and in the industry

Marketing is better integrated into all the organization's activities and within its

various departments

Benefits of Marketing Management

Marketing personnel highly motivated to achieving marketing objectives

Clearer understanding of marketing results, and reasons for success / failure

Definite accountability for marketing

Gatorade Video

What benefits do these companies receive from Marketing Management

• Gallo• Muji• Gatorade

Methods of Organizing Marketing Department

Marketing and promotional mix elements

Facilities or services

Geography

Customer groupings

A combination of two of the above four criteria

Steps and Procedures in Staffing and Managing

Marketing Personnel

Recruiting and hiring

Orientation and training

Motivation, coordination, and communication

Unsophisticated Budgeting Approaches

Arbitrary and affordable approach

Percentage-of-sales or rule-of-thumb approaches

Competitive-parity approach

Sophisticated Budgeting Approaches

The "building

block" procedure

Objective-and-task approach

Zero-based budgeting

approaches

Other approaches

“Building-Block” Procedure

Allocate tentative, overall

budget to marketing or the

marketing department.

Determine the marketing objectives.

Set objectives for each promotional

mix element based on the

marketing objectives.

Tentatively split overall budget

between communications & administrative

expenses.

“Building-Block” Procedure

Divide the tentative communications budget on

provisional basis: advertising, sales promotion, personal

selling, public relations and publicity.

required for advertising, sales promotion, personal selling, and

public relations and publicity.

Determine the final allocations for advertising, sales promotion,

personal selling, and public relations and publicity, and

administrative and other elements, based on the activities included in the marketing plan.

Definition of Marketing Control

Steps that an organization takes to

ensure that its marketing plans are

successful.

Definition of Marketing Evaluation

Techniques used after the marketing plan period to

analyze success in achieving individual marketing objectives and to more broadly assess the entire organization’s marketing

efforts

Control Process for the Marketing Plan

Setting standards based on plans

Measuring performance against standards

Correcting deviations from standards and plans

Marketing Evaluation Techniques

Sales analysis

Market-share analysis

Marketing cost and profitability

analysis

Efficiency ratios

Marketing-effectiveness rating

review

Marketing audit

Industry Dynamics

Advantages erode constantly.Driving firms to risk huge new

investments

Push firms to shift competition from competitive arena to

competitive arena

Industries descend into perfect competition where

deep pockets survive

Hypercompetitive environments

D’Aveni’s Four-Arena Analysis

• Study trends and looking for discontinuities • Firms compete in four arenas

– cost/quality; – timing/know-how; – barriers to entry; – and deep pockets --

• Competition in each arena escalates up a ladder of intensity until competitors fall out, or shift arenas.

Tool: Four Arena Analysis

• Thus the analysis consists of:– identifying which arenas are hot;– tracing the ladder of escalation;– trying to predict when the competition might shift

into a new arena;– trying to predict the next hot arena.

• An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.

Tool: Four Arena Analysis

• An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.

Tool: Four Arena Analysis

• Cost & Quality– Cost leadership vs

differentiation • Timing & Know-

how– First mover advantages vs

fast-follower advantages– Experience Curve

• Barriers to Entry– Knowledge, capital barriers,

etc (often built with timing & know-how)

– Patents & other legal walls.– Distribution agreements or

patterns.– The competitive landscape.

• Deep Pockets– Brawn often overcomes

position and brains and speed.

• How does this apply to reznor?