nbc1 2008, (c) 2008 jay a. smith 1 class 3 sales & marketing
TRANSCRIPT
NBC1 2008, (c) 2008 Jay A. Smith
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Class 3
Sales &
Marketing
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Today’s Drucker
The purpose
of a business
is to create and
keep a customer.
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Sales & Marketing
Sales (Revenue): Money received for selling product or service Source of funds for business operations Basis for business existence
Marketing: how company gets sales selection, pricing, promotion and distribution of products/services to
customers
COMPANY Customers
Product/Service
Money
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Marketing and 4 C’s & 2 S’s
___ CompanySuppliers
Competitors
Substitutes
Channel Customers
Collaborators協力者 /協業者 “5th C”
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Customers Who are your customers (or target customers)? How many potential customers are there? What are their characteristics?
Age, sex, wealth, education, hobbies, work, is it one person? What are their goals, desires, needs, wants?
How do they buy? What do they think about? Where do they get information? Who influences them? What is important to decide (price, features) When do they buy (seasonal products, bonus season) When do they pay?
Market segment = group of similar customers Broad market = U.S. Market, Software Market Narrow market segment = left-handed golfers
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Marketing Universe
Product/Service (what) Market (where, who)
Location (U.S.,Japan, 鹿児島市 ) Gender (male, female) Age (<21, 21-35, >70, 子供… ) Activity (ski, golf, travel) Preference ( 和風、洋風、辛口)
Application (how, why) New application for a keitai New application for a tree
Products
ApplicationsMarket
s
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Example Consumer Market Segmentation & Positioning
Older Drivers
Older Families
Younger Families
Single Men
Single Women
Jaguar Mazda Volvo Ford Toyota
O
O
O
O
O
O
O
O
O
O
O
O
O
O O O
O
O
Wealthy, Single, Women
Wealthy, Single, Men
CarAmericanSafeZoomClassy
Takako Tanaka
JaguarIn Pink
Automobiles
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Business Market Segmentation
All U.S. Businesses
1-person companies
Small Businesses>1 person
Medium Businesses
Fortune500
Microsoft
Large Businesses
10 million total
1
500
9 million
How Many
~ 10-20,000
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Consumer & Business Markets
ConsumerMarket
Business/IndustrialMarket
Product
Service
Haagen-Dazs
Amazon
Uniqlo
Starbucks
eBay
SonyGE
DellIntel
Askul
HP
Bloomberg
Microsoft
ヤマト
Nike
Secom
Hair Salon
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3rd Party Business Model
COMPANY Customers
Product/Service
Money
COMPANY User
Product/Service
Money
Sponsor
OtherService
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Sales/Buying Cycle
Awareness => Interest => Trial =>Purchase => Repurchase
Hear About Curious Try Buy Keep Using
This Exists Educate Test Use it KeepBuying
Repeat customers are key to business success
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Industry/Market Life-Cycle
Emerging Growing Maturing Declining
SALES
TIME
Awareness Interest Trial Purchase Repurchase
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Technology Adoption Life Cycle
Innovators EarlyAdopters
EarlyMajority
LateMajority
Laggards
Geoffrey Moore, Crossing the Chasm
Time
Examples- Internet
AcademicsTech. Fans
FinancialServices
Main Market
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4Ps – “Marketing Mix”
Product (what do we make) Place (where do we sell it) Price (how much we sell it for) Promotion (how we communicate about it)
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Product
What is our product and/or service Physical/tangible – alarm, software, newspaper, coffee Intangible – security, insurance, information, experience
Why do people buy it What does it do? How is it used?
Does it need something else? One-time or consumable?
Packaging (box, label, information, customer experience) Positioning
How different is it (perceived) from other products? What is my brand image/strength
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Place – Where do I sell?
Choosing the Channel, Supporting It How many potential customers are there? Can I easily identify customer? How expensive is my product? How many products can I sell one customer? How powerful, or valuable are the resellers? Are there many resellers that compete?
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Price Issues What does it cost to produce? (floor)
Cars, Soda, Computers Pharmaceuticals, Software
How much value does it have to customer? (ceiling) How many can I sell at each price?
How many customers are there? How much competition is there? Is it easy to compare with other prices? How much better is my product?
Does price fit with my positioning?
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Price & Margin
Cost
Price to Channel
Price to customer
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Promotion
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Promotion (communications, “selling”)
Advertising Push (direct mail, email)
Is each customer readily identifiable? Pull (TV, radio, poster, newspaper, some banner ad)
Can’t readily identify individual customers Internet can be push or pull Chirashi?
Public Relations Investor Relations Intel Case Examples
Motorola: 13 Wall Street Journal Ads Intel: 6% rebate = 4% up to 66% of Print, 2% up to 50% of TV/radio
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Visual Aids
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Humor in Advertising
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Packaging Functionality
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Product Positioning Promotion
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Promotion & Market Segmentation
Men
Overweight Men
Overweight Athletic Men
Overweight, Athletic, Beer-Drinking Men
Overweight, Athletic, Beer-Drinking Men,
Who care about their figure
Taro Tanaka
Night TV
Direct Mail
FootballBroadcast
FitnessMagazine
Train Poster
Promotion Media
People TV
Targeted Poster
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Women, buy ALL the stuff
Women buy or influence the purchase of nearly all consumer products
and an increasingly high percentage of business related products
1
1 Tom Peters, author of In Search of Excellence
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Next Class 5月 27日 Regional Goods Marketing Project
Presentation
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Region Marketing Project Group project 1-2 people Pick product/service from Kagoshima or home region/
country Pick a target market Develop company sales/marketing/branding promotion 5/ 月 27 日 presentation (powerpoint, poster, or other)
Presentation: 5 分 Q&A and advice: 2-5 分 English Preferred
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Famous “Country” Products
Mercedes Benz, BMW Fendi, Versace Victorinox Rolex, Omega Seiko, Casio Elvis Presley Gekkeikan, Kikkoman Glenlivet, Chivas Regal Jack Daniels Jamieson
German Car Italian Clothing Swiss Knife Swiss Watch Japanese Watch American Rock & Roll Japanese Sake, Soy Sauce Scotch Whisky Tennessee Whiskey Irish Whiskey
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Guinness = Ireland = Genius?
+ Alcohol as Product Easy to label, package Niche-ability Easy trial Consumable Addictive Social pressure
Challenges Advertising Costs Channel Strength Social pressure
159 国に
36.5 億 本 per year
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Region Goods/Service Promotion Project
Product/service: Company/brand: Customer target & size: Promotion message: Place: Channel: Competition: Price: Collaborators:
+ ADVERTISEMENTSample
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Promotion Project
Product/service: Company/brand: Customer target/size: Promotion message: Place: Channel: Competition: Price: Collaborators:
Kagoshima fresh tonkatsu Big Pig Ka-ton Japanese tourist hotels (200?) Japan’s juiciest tonkatsu Trade fair, magazine, site visits Direct (sales force) Kumamoto Ton, Nissin Slight premium Kagoshima pig farmers 会
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So Fresh You Think It Can Fly
TM
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Fit – Is this the Right Match?
Opportunity Environment (4Cs) Marketing Mix (4Ps) Selling/Buying Cycle (Goal) Promotion Message & Strategy Business Model
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Suggested Readings
Books 競争の戦略 by マイケル・ E. ポーター 日本の競争戦略 by マイケル・ E. ポーター , 竹内 弘高 キャズム by ジェフリー・ムーア フォーカス―市場支配の絶対条件 アル by リース パーミションマーケティング―ブランドからパーミションへ by セス ゴーディ
ン ネットビジネス戦略入門 by パトリシア シーボルト
Video ペイ・フォワード with ケビン・スペイシー ビッグ・チャンス with ケビン・スペイシー Glengarry Glen Ross with ケビン・スペイシー
WWW Entrepreneur.com
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Class 4:
Marketing Presentations
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Region Goods/Service Promotion Project
Product/service: Company/brand: Customer target & size: Promotion message: Place: Channel: Competition: Price: Collaborators:
+ ADVERTISEMENTSample
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Fit – Is this the Right Match?
Opportunity Environment (4Cs) Marketing Mix (4Ps) Selling/Buying Cycle (Goal) Promotion Message & Strategy Business Model
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Stealing a “Country’s” Product
Emphasize the Difference, Don’t Hide It!
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Advertisement Discussion
Product/Service Target Market Medium Value Proposition “Message” Buying Cycle
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Product vs. Brand
Product Made at factory
Can be copied
Quickly becomes old
Brand Purchased by Customer
“Unique”
Timeless
Stephen King, WPP London
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Homework: Dell Online Case Issues to Think About Company History and Choices Industry & Competition Products Customer/Market Segments Pricing Channel/Operations Competitive Advantage Case questions & decisions