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marketing strategymarketing strategy
Marketing in Today’s EconomyMarketing in
Today’s Economy
Prof. Vikram Parekh on Marketing Strategy @2009
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marketing strategymarketing strategy
• Introduction
• The challenges and opportunities of marketing
in today’s economy
• Basic marketing concepts• Basic marketing concepts
• Major marketing activities & decisions
• Taking on the challenges of marketing strategy
Prof. Vikram Parekh on Marketing Strategy @2009
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The Challenges and OpportunitiesOf Marketing in Today’s Economy
• Power Shift to Customers
• Massive Increase in Product Selection
• Audience and Media Fragmentation
• Changing Value Propositions
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• Changing Value Propositions
• Shifting Demand Patterns
• New Sources of Competitive Advantage
• Privacy, Security, and Ethical Concerns
• Unclear Legal Jurisdiction
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The Children’s Online Privacy Protection Act (COPPA)
1-4Exhibit 1.2
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• Increasing customer power is a challenge to
marketers in today’s economy. In what ways
have you personally experienced this shift in
power; either as a customer or as a business
Discussion QuestionDiscussion Question
1-5
power; either as a customer or as a business
person? Is this power shift uniform across
industries and markets? How so?
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Basic Marketing Concepts
• Marketing (AMA 2005 definition)
– “…an organizational function and a set of processes for
creating, communicating, and delivering value to customers
and for managing customer relationships in ways that benefit
the organization and its stakeholders.”
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the organization and its stakeholders.”
• Market
– A collection of buyers and sellers
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Basic Marketing Concepts
• Marketspace
– Electronic marketplaces that are not bound by time or space
• Metamarket
– A cluster of closely related goods and services that center
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– A cluster of closely related goods and services that center
around a specific consumption activity
• Metamediary
– Provides a single access point where buyers can locate and
contact many different sellers in the metamarket
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Common Metamarkets and Participants
1-8Exhibit 1.3Prof. Vikram Parekh on Marketing Strategy @2009
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What is Exchange?
• Exchange
– Process of obtaining something of value by offering
something in return
• Five Conditions of Exchange
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• Five Conditions of Exchange
– There must be at least two parties to the exchange.
– Each party has something of value to the other party.
– Each party must be capable of communication and delivery.
– Each party must be free to accept or reject the exchange.
– Each party believes it is desirable to exchange with the other
party.
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What is a Product?
• Product
– Something that can be acquired via exchange to satisfy a
need or a want
• Examples
1-10
• Examples
- Goods
- Services
- Ideas
- Information
- Digital Products
- People
- Places
- Experiences and Events
- Real or Financial Property
- Organizations
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The Concept of Utility
• Utility
– Ability of a product to satisfy a customer’s desires
• Five Types of Utility
– Form Utility
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– Form Utility
– Time Utility
– Place Utility
– Possession Utility
– Psychological Utility
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Major Marketing Activities and Decisions (1 of 5)
• Strategic Planning
– Strategy
– Tactical Planning
– Marketing Plan
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– Marketing Plan
• Social Responsibility and Ethics
– Social Responsibility
– Marketing Ethics
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• How concerned are you about privacy and
security in today’s economy? Are you more
concerned about online security or about the
potential ramifications of RFID technology? Will
Discussion QuestionDiscussion Question
1-13
potential ramifications of RFID technology? Will
these issues still be important in 10 years?
Explain.
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Major Marketing Activities and Decisions (2 of 5)
• Research and Analysis
– Internal Analysis
– Competitive Intelligence
– Environmental Scanning
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– Environmental Scanning
– Situation Analysis
• Developing Competitive Advantage
– Competitive Advantage
– SWOT Analysis
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• Marketing Strategy Decisions
– Market Segmentation and Target Marketing
– Product Decisions
• Product Positioning
Major Marketing Activities and Decisions (3 of 5)
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• Product Positioning
– Pricing Decisions
• Leads to revenue and profit
• Directly connected to customer demand
• Easy to change
• Major quality cue for customers
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• Social networking sites like
MySpace.com, LinkedIn.com,
and Facebook.com have been
criticized for questionable
content and easy access to
predators.
Online Social NetworkingOnline Social Networking
1-16
predators.
• How can advertisers balance
the opportunities presented by
these sites with the risk?
Beyond the Pages 1.2
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Major Marketing Activities and Decisions (4 of 5)
• Marketing Strategy Decisions (continued)
– Distribution and Supply Chain Decisions
• Distribution and Supply Chain Management
• Supply Chain Effectiveness
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• Supply Chain Effectiveness
– Promotion Decisions
• Integrated Marketing Communications (IMC)
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Major Marketing Activities and Decisions (5 of 5)
• Implementation and Control
– Marketing Implementation
• Developing and Maintaining Customer Relationships
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• Developing and Maintaining Customer Relationships
– Transactional Marketing
– Relationship Marketing
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Major Characteristics of Transactional and Relationship Marketing
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Exhibit 1.4
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• Unending Change
• People-Driven Nature of Marketing
• Lack of Rules for Choosing Marketing Activities
Taking on the Challenges of
Developing Marketing Strategy (1 of 2)
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• Basic Evolution of Marketing & Business Practice
• Increasing Demands of Customers
• Overall Decline in Brand Loyalty & Increase in Price Sensitivity
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• The text argues that marketing possesses very
few rules for choosing the appropriate marketing
activities. Can you describe any universal rules of
marketing that might be applied to most products,
Discussion QuestionDiscussion Question
1-21
marketing that might be applied to most products,
markets, customers, and situations?
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• Competing in Mature Markets
– Increasing commoditization
– Little real differentiation among product offerings
Taking on the Challenges of
Developing Marketing Strategy (2 of 2)
1-22
• Increasing Expansion into Foreign Markets
• Aggressive Cost-Cutting Measures
• Increasing Cooperation with Supply Chain
Partners and Competitors
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• Increasing expansion into
foreign markets is becoming a
necessity to compete in the
global marketplace.
Marketing Strategy in ActionMarketing Strategy in Action
1-23
• What kind of opportunities
and threats are presented by
the increasing global nature of
the marketplace?
Prof. Vikram Parekh on Marketing Strategy @2009