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1、Marketing in the Twenty-first Century,Objectives,Course Organization Tasks of Marketing Major Concepts manufacturer of product only. Management Contracting: hired as Mgmt. Consultant to host company Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains
2、.,Internationalization Process,Five International Productand Promotion Strategies,Dual adaptation,Pricing Challenges,Price Escalation,Dumping charges,Gray markets,Whole-channel Concept for International Marketing,Marketing Organization,Chapter 13,Managing Product Lines, Brands, and Packaging,Objecti
3、ves,Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling,Components of the Market Offering,Five Product Levels,Buy less frequently Gather product information Fewer purchase locations Compare for: Suitability & Quality Price & Style,Special
4、purchase efforts Unique characteristics Brand identification Few purchase locations,New innovations Products consumers dont want to think about. Require much advertising & personal selling,Buy frequently & immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency
5、goods,Consumer-Goods Classification,Product Mix,Width - number of different product lines,Length - total number of items within the lines,Depth - number of versions of each product,Product-Line Length,Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line P
6、runing,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above average,Average,Low,Fairfield Inn (Vacationers),Courtyard (Salespeople),Marriott (Middle managers),Marriott Marquis (Top executives),What is a Brand?,Brand Equity,No Brand Loyalty (customer w
7、ill change),Satisfied Customer (no reason to change),Satisfied & Switching Cost,Values the Brand (brand as friend),Devoted to Brand,An Overview ofBranding Decisions,Branding Decision,Brand No brand,Brand- Sponsor Decision,Manu- facturer brand Distribu- tor (private) brand Licensed brand,Brand- Name
8、Decision,Individual brand names Blanket family name Separate family names Company- individual names,Brand- Repositioning Decision,Reposi- tioning No reposi- tioning,Brand- Strategy Decision,Line extension Brand extension Multi- brands New brands Cobrands,Brand Strategies,Good Brand Names:,Why Packag
9、e Crucial as a Marketing Tool,Self-service Consumer affluence Company & brand image Opportunity for innovation,Labels,Chapter 14,Designing and Managing Services,Objectives,Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Impro
10、ving Customer Support Services,Categories of Service Mix,Services,Four Service Characteristics,Services,Overcoming Service Challenges,Three Types of Marketingin Service Industries,Cleaning/ maintenance services,Financial/ banking services,Restaurant industry,Service Differentiation,Service-Quality M
11、odel,Determinants of Service Quality,Reliability Responsiveness Assurance Empathy Tangibles,ServiceExcellence,Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees & Customers Managing Productivity,Importance-Performanc
12、e Analysis,Complaint Resolution,Hiring Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints,Chapter 15,Designing Pricing Strategies and Programs,Objectives,Setting the Price Adapting the Price Initiating & Responding to Pri
13、ce Changes,Price High MediumLow,High,Low,Product Quality,Med,Overcharging,Rip-Off,False Economy,Price - Quality Strategies,Setting Pricing Policy,Types of Costs,Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production,Fixed Costs (Overhead) Costs that dont vary with sales or p
14、roduction levels. Executive Salaries Rent,Variable Costs Costs that do vary directly with the level of production. Raw materials,The Three Cs Modelfor Price Setting,Pricing Methods,Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing,Some i
15、mportant pricing definitions,Utility: The attribute that makes it capable of want satisfaction Value: The worth in terms of other products Price: The monetary medium of exchange.,Value Example: Caterpillar Tractor is $100,000 vs. Market $90,000 $90,000 if equal 7,000 extra durable 6,000 reliability
16、5,000 service 2,000 warranty $110,000 in benefits - $10,000 discount!,Promotional Pricing,Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties & service contracts Psychological discounting,Psychological Pricing,Discriminatory Pricing,Price-Rea
17、ction Program for Meeting a Competitors Price Cut,Has competitor cut his price?,By more than 4% Drop price to competitors price,By 2-4% Drop price by half of the competitors price cut,By less than 2% Include a cents-off coupon for the next purchase,Chapter 16,Selecting and Managing Marketing Channel
18、s,Objectives,Work Performed by Marketing Channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics,How a Distributor Reduces theNumber of Channel Transactions,= Customer,= Manufacturer,How a Distributor Reduces theNumber of Channel Transactions,= Distributor,= Customer,= Manufa
19、cturer,Distribution Channel Functions,Consumer Marketing Channels,Manufacturer,0-level channel,Mfg,2-level channel,Mfg,3-level channel,1-level channel,Manufacturer,Industrial Marketing Channels,Customers Desired Service Levels,Lot size Waiting time Spatial convenience Product variety Service backup,
20、Break-Even Cost Chart,Channel Management Decisions,Types of Vertical Marketing Systems,Corporate Common Ownership at Different Levels of the Channel,Conventional Distribution Channel vs. Vertical Marketing Systems,Vertical marketing channel,Manufacturer,Retailer,Conventional marketing channel,Manufa
21、cturer,Wholesaler,Causes of Channel Conflict,Incompatibility Difference in Perception Dependence,Legal & Ethical Issues in Channel Relations,Exclusive Dealing Exclusive Territories Tying Agreements Dealers Rights,Chapter 17,Managing Retailing, Wholesaling, and Market Logistics,Objectives,Retailing W
22、holesaling Market Logistics,Four Levels of Retail Service,Self-service Self-selection Limited-service Full-service,Retail Positioning Map,Classification Of Retailer Types,Specialty Stores,Department Stores,Supermarkets,Convenience Stores,Off-Price Retailer,Superstores,Catalog Showroom,Store TypeLeng
23、th and Breadth of Product Assortment,Discount Stores,Types of NonStore Retailing,Direct Selling,Direct Marketing,Buying Services,NonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending up.,Automatic Vending,Low Price Low Status Low Margin,Mid Price Mid Status Mid Mar
24、gin,High Price High Status High Margin,New Entrants,Wheel of Retailing,Why are Wholesalers Used?,Goals of the Logistics System,Provide a Targeted Level of Customer Service at the Least Cost. Maximize Profits, Not Sales.,Inventory When to order How much to order Just-in-time,Costs Minimize Costs of A
25、ttaining Logistics Objectives,Warehousing Storage Distribution,Order Processing Submitted Processed Shipped,Logistics Functions,Transportation Water, Truck, Rail, Pipeline & Air,Logistics Systems,Transportation Modes,1. Speed.,2. Dependability.,3. Capability.,4. Availability.,Checklist for Choosing,
26、Transportation Modes,Rating Transportation Modes,Chapter 18,Objectives,The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated Marketing Communications,Advertising,Personal Selling,The Marketing Communications M
27、ix,Elements in the Communication Process,SENDER,Noise,Message Problems,Selective Attention,Selective Distortion,Selective Retention,Effective Communications,Step 1. Identifying the Target Audience,Purchase,Conviction,Preference,Liking,Knowledge,Awareness,Response Hierarchy Models,Communi- cations Mo
28、del d,AIDA Model a,Innovation- Adoption Model c,Hierarchy-of- Effects Model b,Liking Preference Conviction,Step 3. Designing the Message,Step 4. Select Communications Channel,Nonpersonal Communication Channels,Personal Communication Channels,Step 5. Establish the Budget,Competitive Parity,Objective
29、& Task,Affordable,% Of Sales,Step 6. Decide on Communications Mix,Step 7. Measure Results,Step 8. Manage the IMC Process,Factors in Developing Promotion Mix Strategies,Push Versus Pull Strategy,Chapter 19,Objectives,Developing & Managing an Advertising Program Deciding on Media & Measuring Effective
30、ness Sales Promotion Public Relations,Major Decisions in Advertising,Informative Advertising Build Primary Demand,Persuasive Advertising Build Selective Demand,Comparison Advertising Compares One Brand to Another,Reminder Advertising Keeps Consumers Thinking About a Product.,Advertising Objectives,S
31、pecific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time,The Five Ms of Advertising,Advertising Budget Factors,Profiles of Major Media Types,Profiles of Major Media Types,Classification ofAdvertising Timing Patterns,Simplified Rating Sheet for Ads,_Tot
32、al,(Attention) How well does the ad catch the readers attention? _20,(Read-through) How well does the ad lead the reader to read further? _20,(Cognitive) How clear is the central message or benefit? _20,(Affective) How effective is the particular appeal? _20,(Behavior) How well does the ad suggest f
33、ollow-through action? _20,Advertising StrategyMessage Execution,Typical Message Execution Styles,Testimonial Evidence,Slice of Life,Scientific Evidence,Lifestyle,Technical Expertise,Fantasy,Musical,Personality Symbol,Mood or Image,Turning the “Big Idea” Into an Actual Ad to Capture the Target Market
34、s Attention and Interest.,Advertising Evaluation,Why the increase in Sales Promotion?,Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter,Long-Te
35、rm Promotional Allocation,Cox Direct 19th Annual Survey of Promotional Practices,Channels of Sales Promotions,Consumer Promotion,Consumer-Promotion Objectives,Consumer-Promotion Tools,Entice Consumers to Try a New Product,Lure Customers Away From Competitors Products,Get Consumers to “Load Up on a M
36、ature Product,Hold & Reward Loyal Customers,Consumer Relationship Building,“Deal Proneness,”Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997,Examination of “deal proneness” among consumers in a supermarket setting Surveys & Grocery Receipts used Eight types of deals: Cent-off, O
37、ne-free, Gift, Display, Rebate, Contest, Sale, & Coupon,“Deal Proneness,”Liechtenstein, Burton, & Netemeyer,Cluster analysis yielded two interpretable results: 49% are “deal prone,” 51% not 24% High “Deal prone,” 50% intermediate, 26% deal insensitive “Deal-proneness” a generalized construct - (cros
38、ses type of promotion) Younger & Less educated more likely to be deal prone,Trade-Promotion Objectives,Trade-Promotion Tools,Persuade Retailers or Wholesalers to Carry a Brand,Give a Brand Shelf Space,Promote a Brand in Advertising,Push a Brand to Consumers,Trade Promotions,Business-Promotion Objectives,Business-Promotion Tools,Generate Business Leads,Stimulate Purchases,Reward Customers,Motivate Salespeople,Business-to-Business Promotion,Major Public Relations Tools,