marketing session 001

Download Marketing session 001

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  • 1. The New Economy
    • Globalization:
    • Worldwide Trends in consumer needs
    • Cos launching world products
    • Consumers happily acquiring products and services manufactured in distant countries
    • Currency becoming freely exchangeable
  • 2. Speedthe Currency of the New Economy
    • Rapid rate of obsolescence in
    • Technology and Fashion Markets
    • Automobiles
    • Cellphones
    • Computers
    • Internet Services
  • 3. Floppy Drives Flash Drives Minicomputers Personal Computers ISDN ADSL/Cable Fixed Telephony Mobile Telephony Photographic Films Digital cameras Canals Railways Typewriters Personal Computers Manuscript Printing Press Displaced Technologies Disruptive Technologies
  • 4. The New Empowered Customer
    • Power flows from right of choice
    • More information about more choices
    • Consumers setting prices: Reverse Auctions
    • Consumers demanding and getting services at their convenience
    • Consumers sharing their experiences
  • 5. New capability for cos
    • Powerful information and sales channel
    • Wider geographic reach
    • Internet powerful tool to know consumers better
    • Faster communication internally
    • Customization of offerings
    • More efficient Value Chain
    • Efficiency in Recruitment and Training
  • 6. Promise of the Information Age
    • More accurate levels of production
    • More targeted communication
    • More relevant pricing
  • 7. Two sides of Marketing
    • Formulated
    • Creative
  • 8. Formulated Marketing
    • Focus:
    • Advertising
    • Market Research
    • Sales Management
  • 9. Formulated Marketing Practitioners
    • Hindustan Unilever Ltd
    • P & G
  • 10. Creative Marketing
    • Focus
    • Creativity
    • Passion
  • 11. Creative Marketing Practitioners
    • Amazon
    • Air Deccan
  • 12. Scope of Marketing
    • Starting Point: Organizational Objectives
    • Usually set in terms like:
    • Financial: Returns on Investments
    • Marketing: Market share
  • 13. Job of the Marketing Manager
    • Seek to influence the:
    • LEVEL
    • TIMING
    • COMPOSITION
    • Of Demand
  • 14. Different entities a marketer markets
    • Goods
    • Services
    • Events
    • Persons
    • Places
    • Properties
    • Organization
    • Information
    • Ideas
  • 15. Marketing management
    • Problem of Regulating the
    • Level
    • Timing
    • Character
    • Of Demand for one or more products of an organization
  • 16. The Basic Marketing Tasks Countermarketing Destroy Demand Unwholesome Demand Demarketing Reduce Demand Overfull Demand Maintenance Demand Maintain Demand Full Demand Synchromarketing Synchronize Demand Irregular Demand Remarketing Revitalize Demand Faltering Demand Developmental Marketing Develop Demand Latent Demand Stimulational Marketing Create Demand No Demand Conversional Marketing Disabuse Demand Negative Demand Formal Name Marketing Task Demand State
  • 17. Negative Demand
    • All/most potential customers dislike the product
    • Try avoiding the product
    • The challenge : Develop a plan that will cause attitude to change from negative to positive
  • 18. Marketing Tasks for Negative Demand-Conversional Marketing
    • Analyze sources of resistance
    • BELIEFS
    • VALUES
    • COSTS
    • Communication Program
  • 19. No Demand
    • All/most important customer segments uninterested or indifferent to a particular product
    • Three categories:
    • Familiar objects perceived to have no value
    • Familiar objects,has perceived value, but not in particular market
    • No Demand as no knowledge of unfamilar objects
  • 20. Marketing Task for No Demand.Stimulational Marketing
    • Connect object with some existing need
    • Distribute Information/Increase Exposure
  • 21. Latent Demand
    • When substantial number of people share a strong need for something that does not exist
    • Opportunity to develop a product
    • When right products developed and marketed, market is assured
  • 22. Marketing Task for Latent Demand- Developmental Marketing
    • Recognition of latent need
    • Development of the right product
    • Choosing the right price
    • Right channel of distribution
    • Adequate/convincing product information dissemination
  • 23. Faltering Demand
    • Demand for a product less than formal level and where further decline is expected in the absence of remedial efforts
  • 24. Marketing Tasks for faltering Demand
    • Revise:
    • Target Market
    • Product
    • Marketing Efforts
    • Challenge: Revitalization
  • 25. Irregular Demand
    • Current Timing Pattern of demand is marked by seasonal or volatile fluctuations that depart from the timing pattern of supply
    • Examples:
    • Mass transport
    • Hotels
    • Airconditioner compressors
  • 26. Irregular Demand-Another version
    • Supply is also variable and fluctuates
    • E.g. Mango ripens in summer
    • In demand all through the year
  • 27. Irregular Demand-Options
    • Alter the supply pattern to meet the demand pattern
    • Alter the demand pattern to fit the natural supply pattern
    • Alter Both
  • 28. Synchromarketing
    • Steps
    • Promotion of new uses.desires during off season
    • Seasonal pricing
    • Off season advertising
  • 29. Full Demand
    • Current level and timing of demand is equal to the desired level and timing of demand
    • Two erosive forces:
    • Changing Needs and tastes
    • Active competition
  • 30. Maintenance Marketing
    • Primarily tactical issues
    • Keeping the price right
    • Keeping the salesforce/dealers motivated
    • Keeping tight control over costs
  • 31. Overfull Demand
    • Demand exceeds the level at which the marketer feels able/motivated to supply
    • Demarketing : attempts to discourage customers in general or a certain class of customers either temporarily or permanent basis
  • 32. General Demarketing
    • Undertaken by a seller when he wants to discourage overall demand for his products
    • Arises because of two reasons:
    • Temporary shortage of goods
    • Products suffer from chronic overpopularity
  • 33. Selective Demarketing
    • Attempts to reduce demand selectively
    • Certain unprofitable and undesirable custom