basic marketing – chapter 03 supplementary powerpoint archive this is an archive of photos and...
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Basic Marketing – Chapter 03Supplementary PowerPoint Archive
This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.
See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.
For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
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Bank of America opening photo3-2
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Exhibit 3-1: Marketing Strategy Planning, Competitors, Company and External Market Environment
3-3
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3M Post-It Notes ad
3-4
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Exhibit 3-2: A Hierarchy of Objectives3-5
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Knorr ad
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Minwax ad
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Dirt Devil ad
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Cashmere ad
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Exhibit 3-3: Competitor Analysis (summary): Disposable Diaper Competition in Japan
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Smart Car ad
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SIRIUS ad
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Adero ad
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Mucinex D ad
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Exhibit 3-4: Focus (mostly prohibitions) of Federal Antimonopoly Laws on the Four Ps
3-15
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Citigroup ad for women (U.S.)
3-16
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Citigroup ad for women (Japan)
3-17
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Toyota ad3-18
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Exhibit 3-5: An Example of Product-Market Screening Criteria for a Small Retail and Wholesale Distributor ($10 million annual sales)
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Exhibit 3-6: Expected Sales and Cost Curves of Two Strategies over Five-Year Planning Periods
3-20
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Exhibit 3-7: General Electric’s Strategic Planning Grid
3-21
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Honda Civic Hybrid ad
3-22
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Honda Civic ad
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Honda Jet ad
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LambWeston ad
3-25
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Click2Asia.com ad
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Exhibit 3-8: Continuum of Environmental Sensitivity
3-27
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Bank of America photo 3-28
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Liquid Paper ad
3-29
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Mission Statement Provides Guidelines
Mission statement helps set the course of a firm by explicitly stating the organization’s basic purpose for being
May make it clear that some opportunities (target market or marketing mix alternatives) are not related to the mission
Some opportunities may be a good fit with mission, but not as good a fit or as high a priority as others
Mission statement works in combination with specific objectives and should relate to screening criteria used to evaluate strategy alternatives
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Basic Objectives Provide Guidelines3-31
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Examples of Company Resources
Financial strength (Intel)
Producing flexibility (DaimlerChrysler)
Patents (IBM)
Channel relationships (Kraft)
Loyal customer base (Starbucks)
Technical capability (3M)
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Harley- Davidson logo 3-33
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Hanson ad
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Smart Money and CNN Anderson Cooper ads
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Examples of Effect of Technological Environment
Rapid changes in the Internet and World Wide Web
Robotics (better quality control, lower production costs)
Networked computer scanners at retail check-out counters
Worldwide satellites for data communication
Automated inventory control
Hybrid engines for vehicles
New drugs based on knowledge of genes
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AT&T ad
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Examples of Changes in the Political/Legal Environment
Deregulation of energy industries
Less emphasis on antitrust laws by federal government
Maturing of consumerism
More attention to laws governing international trade
Changes in labeling requirements
Increased concern about consumer privacy
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Major Focus of Some Important Laws that Affect Marketing
Sherman Act (1890)
prohibits conspiracy to reduce competition
example: price fixing agreements among competing firms
Federal Trade Commission Act (1914)
prohibits unfair methods of competition
example: use of deceptive advertising
Robinson-Patman Act (1936)
prohibits most types of price-related discrimination
example: offering advertising allowances to some middlemen but not others (without cost justification)
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Some Important U.S. Federal Regulatory Agencies
Federal Trade Commission (FTC)
Enforces laws and develops guidelines regarding unfair business practices
Food and Drug Administration (FDA)
Enforces laws and develops regulations to prevent distribution and sale of adulterated or misbranded foods, drugs, cosmetics, and hazardous consumer products
Consumer Product Safety Commission (CPSC)
Enforces the Consumer Product Safety Act—which covers any consumer product not assigned to other regulatory agencies
Federal Communications Commission (FCC)
Regulates interstate wire, radio, television, and telephone
Environmental Protection Agency (EPA)
Develops and enforces environmental protection standards
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Examples of Trends in the Cultural Environment
More women in the work force
Aging of America, but accompanied by new growth in ethnic groups
More single-person households
More health consciousness
More concern about the environment
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GE’s Strategic Planning Grid
A way of organizing business judgments about existing and/or proposed product-market plans
Business Strengths Dimension
Company size, market share
Profit margins
Technology position
Limiting factors (personnel, capital needed, etc.)
Industry Attractiveness Dimension
Size of market and growth trends
Competitive situation
Social impact
Industry profitability
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Three Honda ads
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Marketing Strategy Planning: Competitors, Company & External Market Environment (Ex. 3-1)
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Marketing Strengths
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Competitive Advantage
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