resumen marketing tot esci

7/23/2019 Resumen Marketing Tot ESCI

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3.MACROENVIRONMENT

Natural environment:

Marketers need to be aware of the threats and opportunities associated

with four trends in the natural eniron!ent"

Shortage of raw materials#ir!s en$a$ed in R%& hae an

e'cellent opportunit( to deelop substitute !aterials. Increased energy costs

Anti-pollution pressures

Governmental protections

Technological environment:

The !arketer should !onitor the followin$ trends in technolo$(" the pace

of chan$e the opportunities for innoation) ar(in$ R%& bud$ets and

increased re$ulation.

Accelerating Pace of Technological Change:Man( of toda(*s

co!!on products were not aailable +, (ears a$o. More ideas are

bein$ worked on the ti!e la$ between new ideas and their

successful i!ple!entation is decreasin$ rapidl(- and the ti!e

between introduction and peak production is shortenin$considerabl(. o!e hope that this trend will reduce auto pollution

brin$ the fa!il( closer to$ether and create !ore ho!e centered

entertain!ent and actiit(. It will also hae substantial i!pact on

shoppin$ behaior and !arketin$ perfor!ance. nlimited !pportunities for innovation: Virtual realit( has

alread( been applied to $atherin$ consu!er reactions to new

auto!obile desi$ns) kitchen la(outs) e'terior ho!e desi$ns) and

other potential o/erin$s. "arying #$% &udgets:

Increased #egulation of Technological change:As products

beco!e !ore co!ple' the public needs to be assured of their

safet(. Marketers !ust be aware of these re$ulations when

proposin$ deelopin$ and launchin$ new products.

Political-legal 'nvironment

This eniron!ent is co!posed of laws) $oern!ent a$encies) and

pressure $roups that in0uence and li!it arious or$ani1ations and

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indiiduals. o!eti!es these laws also create new opportunities for

business.

Increase in (usiness legislation

Growth of special interest groups

+. MARETIN4 REEARC5

)ar*eting research is the s(ste!atic desi$n) collection) anal(sis) andreportin$ of data and 6ndin$s releant to a speci6c !arketin$ situationfacin$ the co!pan(.

&e6ne the proble!" specif( decision alternaties) state research

ob7ecties.

&eelop the Research 8lan" data sources) research approach) research

instru!ents) sa!plin$ plan) contact !ethods.

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Research Approaches" Obseration) focus $roup) sure() behaioral data)

e'peri!entation.

Research Instru!ents" :uestionnaires) :ualitatie Measures)Technolo$ical &eices.

Samples: probabilit( ; si!ple rando!) strati6ed rando!) cluster< and

non probabilit( ; conenience) 7ud$!ent) =uota Identif( and pro6le distinct $roups of bu(ers who di/er in their

needs and preferences> elect one or !ore !arket se$!ents to enter> Establish and co!!unicate the distinctie bene6ts of the !arket

o/erin$

TE8"

2. Market e$!entation2.2 identif( bases for se$!entin$ the !arket2.9 &eelop se$!ent pro6les

9. Market Tar$etin$9.2 &eelop !easure of se$!ent attractieness9.9 elect tar$et se$!ents

3. Market positionin$3.2 &eelop positionin$ for tar$et se$!ents

3.9 &eelop a !arketin$ !i' for each se$!ent

+ @EVE@ O# MICROMARETIN4"

Segment )ar*eting: A !arket se$!ent consists of a lar$e identi6able

$roup within a !arket with si!ilar wants) purchasin$ power)

$eo$raphical location) bu(in$ attitudes or bu(in$ habits.

Niche )ar*eting: A niche is !ore narrowl( de6ned $roup) t(picall( a

s!all !arket whose needs are not well sered. Marketers usuall( identif(

niches b( diidin$ a se$!ent into sub se$!ents or de6nin$ a $roup

seekin$ a distinctie !i' of bene6ts. Niches are fairl( s!all and attract

er( few co!petitors. Niche !arketin$ re=uires !ore decentrali1ation

and chan$es in the wa( nor!al business is done. Niche !arketers

understand their custo!ers so well that custo!ers willin$l( pa( a

pre!iu!.

ocal )ar*eting: Marketin$ pro$ra!s bein$ tailored to the needs and

wants of local custo!er $roups H tradin$ areas) nei$hbourhood)

indiidual stores. &isadanta$es of local !arketin$ are H it dries up the

!anufacturin$ and !arketin$ cost b( reducin$ the econo!ies of scale)lo$istical proble!s beco!e !a$ni6ed and a brands oerall i!a$e !a(

be diluted if the product and !essa$e di/er in di/erent localities.

Individual )ar*eting: lti!ate leel of !arketin$ H Lse$!ent of one)

Lcusto!ised !arketin$) Lone>to>one !arketin$.

8atterns of Market e$!entation

Da( to build up !arket se$!ents Hpreference segments. Three di/erent

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/omogeneous Preferences: Markets where all custo!ers hae

rou$hl( sa!e preference. The !arket shows no natural se$!ents.

%i0used Preferences: Consu!er preferences are scattered

throu$h out the space H consu!ers ar( widel( in their

preferences. The 6rst brand to enter the !arket is likel( to position

itself in the centre to appeal the !ost people. A brand in the

centre !ini!i1es the total custo!er dissatisfaction.

Clustered Preferences:The !arket reeals distinct preference

clusters H natural market segments.The 6rst 6r! to enter the

!arket has three options"

o Position in the center to appeal to all groups. It will deelop onl( one

brand) co!petitors would enter and introduce brands in the other

se$!entso Position in the largest market segment H concentrated !arketin$

o Develop several products positioned in a dierent segment.

Customeri1ation:

Co!bines operationall( drien !ass custo!i1ation with custo!i1ed

!arketin$ in a wa( that e!powers consu!ers to desi$n the product and

serice o/erin$ of their choice.

E##ECTIVE E4MENTATION CRITERIA

MARET TAR4ETIN4. COVERA4E TRATE4IE


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8ATTERN O# TAR4ET MARET E4MENTATION

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23 C#A.TING T/' AN% P!SITI!NING

Positioning: is the act of desi$nin$ the co!pan(Gs o/erin$ and i!a$e

to occup( a distinctie place in the !ind of the tar$et !arket.

&i/erentiation strate$ies"

> Product: 8roduct di/erentiation can be !ade on the basis of for!)

features) 8erfor!ance) confor!ance) durabilit() reliabilit()

reparabilit() st(le) and desi$n3

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> Personnel: Co!panies can $ain stron$ co!petitie adanta$ethrou$h hain$ better trained people. etter>trained personnele'hibit J characteristics"

Courtes(" Respectful) friendl( and considerate

Co!petence" kill and knowled$e

Credibilit(" Trustworth( Reliabilit(" perfor! serice consistentl( and accuratel(

Responsieness" :uick response to custo!er proble!s

Co!!unication" Make an e/ort to understand the custo!er and

co!!unicate clearl(.> Channel: Co!panies can $ain co!petitie adanta$e throu$h the

wa( the( desi$n their distribution channels* coera$e) e'pertise

and perfor!ance.

> Image: u(ers respond di/erentl( to co!pan( and brand i!a$es.

Identity and Image need to be distin$uished.

Identit( is the wa( the co!pan( ai!s to identif( or position itself

or its product.

I!a$e is the wa( the public perceies the co!pan( and its

products.

An e0ective image does 3 thin$s" Establishes product character and alue proposition

Cone(s the character in distinctie wa( so as not to confuse it

with co!petitors* &eliers and e!otional power be(ond !ental i!a$e.

P#!%CT I.' C4C' )A#5'TING ST#AT'GI'S

To sa( that a product has a life c(cle is to assert four thin$s">> 8roduct has a li!ited life> 8roduct sales pass throu$h distinct sta$es) each posin$ di/erent

challen$es) opportunities) and proble!s to the seller> 8ro6ts rise and fall at di/erent sta$es of the product life c(cle

> 8roducts re=uire di/erent !arketin$) 6nancial) !anufacturin$)purchasin$ and 5R strate$ies in each sta$e

.!# STAG'S !. A P#!%CT I.' C4C'

2. Introduction" A period of slow sales $rowth as the product isintroduced in the !arket. 8ro6ts are non e'istent at this sta$ebecause of the hea( e'penses done for the product introduction

9. Growth" > period of rapid !arket acceptance and substantial pro6ti!proe!ent

3. )aturity"> period of slowdown in the sales $rowth because the

product has achieed acceptance b( !ost potential bu(ers. 8ro6tsdecline or stabili1e

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+. %ecline"> ales show a downward drift and pro6ts erode

8OITIONIN4 AN& @I#E 8RO&CT CC@E

. S'TTING P#!%CT ST#AT'G4

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A product:is an(thin$ that can be o/ered to a !arket to satisf( a want

or need) includin$ ph(sical $oods) serices) e'periences) eents)

persons) places) properties) or$ani1ations) infor!ation and ideas.

Product evels

There are ? followin$ leels"63 Core (ene7t: funda!ental serice or bene6t that the custo!er os

reall( bu(in$.

83 &asic product: the for! taken b( the serice or bene6t.

93 ',pected product: a set of attributes and conditions that e'pected

b( the bu(er.

+3 Augmented product: a product that e'ceeds custo!er*s

e'pectations. This is the leel at which all co!petition takes place

;howeer in @&Cs co!petition takes place at the e'pected product leel &urabilit(

> Tan$ibilit(

> se

a. Non-dura(le goods> tan$ible $oods nor!all( consu!ed in one or

few uses. Make the! aailable in !an( locations) char$e a s!all !arkup

and adertise heail(. E.$. beer) soap.

b. %ura(le goods- tan$ible $oods that surie !an( uses. Re=uire

!ore personal sellin$ % serice) co!!and a hi$her !ar$in and

$uarantees. E.$. refri$erators) clothin$.

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c. Services- intan$ible) inseparable) ariable and perishable products.

Re=uire =ualit( control) supplier credibilit( and adaptabilit(. E.$. haircuts

and repairs.

CONMER 4OO& C@AI#ICATION

a. Convenience Goods- purchased fre=uentl() i!!ediatel( and with

!ini!u! of e/ort. E.$ tobacco) soaps) newspapers.

b. Shopping Goods- products are co!pared on the basis as suitabilit()

=ualit() price and st(le. E.$. furniture) clothin$.

c. Speciality Goods- $oods with uni=ue characteristics or brand

identi6cations for which the custi!er is willin$ to !ake a special

purchasin$ e/ort. E.$. cars) stereo) photo$raphic co!ponents.

d. nsought Goods- consu!er does not know about or does not

nor!all( think of bu(in$. Re=uire adertisin$ and personal sellin$. E.$.s!oke detectors) life insurance) ce!eter( plots) enc(clopedias.

8RO&CT MIPE

product mi,

product assortment

depth

length

width

consistency

Product-line length

A product line is too short if pro6ts can be increased b( addin$ ite!s- the

line is too lon$ if pro6ts can be increased b( droppin$ ite!s.

A co!pan( len$thens its product line in two wa(s" b( line stretchin$ and

line 6llin$.

@ine stretchin$ occurs when a co!pan( len$thens its product line

be(ond its current ran$e.

Down market stretch

A co!pan( positioned in the !iddle !arket !a( want to introduce alower price line for an( of three reasons"

2. The co!pan( !a( notice stron$ $rowth opportunities in the down

!arket as !ass retailers attract a $rowin$ no. of shoppers who want

alue>priced $oods.

9. The co!pan( !a( wish to tie up lower>end co!petitors who !i$ht

otherwise tr( to !oe up!arket.

3. The co!pan( !a( 6nd that the !iddle !arket is sta$natin$ or

declinin$.

Upmarket stretch

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Co!panies !a( wish to enter the hi$h end of the !arket for !ore

$rowth) hi$her !ar$ins) or si!pl( to position the!seles as full>line

!anufacturers.

Two-way stretch

Co!panies serin$ the !iddle !arket !i$ht decide to stretch their line

in both directions.

TDO DA 8RO&CT

D5AT I T5E #I#T5 8F

Pac*aging: so!eti!es called the 6fth 8) is all the actiities of desi$nin$

and producin$ the container for a product.

#actors Contributin$ to the E!phasis on 8acka$in$"

2. elf erice H 8acka$in$ beco!es an Li!pulse purchase sti!ulus

9. Consu!er aQuence H 8eople are willin$ to pa( !ore for attractiepacka$in$

3. Co. and brand i!a$e H contribute to brand reco$nition

+. Innoation opportunit( H cope for innoation

e( decidions " Dhat the packa$e should do i1e) di!ensions)attributes) etc En$ineerin$ testin$ Consu!er testin$

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8acka$in$ Ob7ecties

Identif( the brand

Cone( descriptie and persuasie infor!ation

#acilitate product transportation and protection

Assist at>ho!e stora$e Aid product consu!ption

#unctions of @abels

Ma( perfor! an( of the foll #unctions" Identi6es the product) $rades the

product) describes the product) pro!otes the product.

. %'"'!PING P#ICING3 ST#AT'GI'S AN% P#!G#A)S

8rice is the !arketin$>!i' ele!ent that produces reenue- the others

produce cost. 8rice is also one of the !ost 0e'ible ele!ents" It can be

chan$ed =uickl() unlike product features and channel co!!it!ents. At

the sa!e ti!e) price co!petition is the nu!ber one proble! facin$ the

co!panies. et !an( co!panies do not handle pricin$ well.

COMMON 8RICIN4 MITAE

> &eter!ine costs and take traditional industr( !ar$ins

> #ailure to reise price to capitali1e on !arket chan$es> ettin$ price independentl( of the rest of the !arketin$ !i'> #ailure to ar( price b( product ite!) !arket se$!ent) distribution

channels) and purchase occasion.

CONMER 8C5O@O4 AN& 8RICIN4

Reference prices

8rice>=ualit( inferences

8rice endin$s

8OI@E CONMER RE#ERENCE 8RICE

L#air price

T(pical price

@ast price paid

pper>bound price

@ower>bound price

Co!petitor prices

E'pected future price

sual discounted price

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TE8 IN ETTIN4 8RICE

elect the price ob7ectie

&eter!ine de!and" ;8RICE ENITIVIT) ETIMATIN4 &EMAN&

CRVE) 8RICE E@ATICIT O# &EMAN&


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RVIVA@"Co!panies pursue surial as their !a7or ob7ectie if

the( are pla$ued with oercapacit() intense co!petition or

chan$in$ consu!er wants. 8ro6ts are less i!portant than surial.

As lon$ as prices coer ariable costs and so!e 6'ed costs) the

co!pan( sta(s in business. 5oweer) surial is a short>run

ob7ectie- in the lon$ run) the 6r! !ust learn how to add alue or

face e'tinction.

MAPIMM CRRENT 8RO#IT" Man( co!panies tr( to set a price

that will !a'i!i1e current pro6ts. The( esti!ate the de!and and

costs associated with alternatie prices and choose the price that

produces !a'i!u! current pro6ts) cash 0ows) or rate of return on

inest!ent. This strate$( assu!es that the 6r! has knowled$e of

its de!and and cost functions- in realit( these are diScult to

esti!ate. ( e!phasi1in$ current 6nancial perfor!ance) theco!pan( !a( sacri6ce lon$ run perfor!ance b( i$norin$ the

e/ects of other !arketin$>!i' ariables) co!petitorGs reactions)

and le$al restraints on price.

MAPIMM MARET 5ARE" o!e co!panies want to !a'i!i1e

their !arket share. The( beliee that a hi$her sales olu!e will

lead to lower unit costs and hi$her lon$ run pro6ts. The( set the

lowest price) assu!in$ the !arket is price sensitie. Te'as

Instru!ents ;TI< practices this market-penetration pricin$. TI willbuild a lar$e plant) set its price as low as possible) win a lar$e

!arket share) e'perience fallin$ costs) and cut its price further as

costs fall.

MAPIMM MARET IMMIN4" Market ski!!in$ !akes sense

under the followin$ conditions" ;2< A suScient nu!ber of bu(ers

hae a hi$h current de!and- ;9< the unit costs of producin$ a

s!all olu!e is not so hi$h and the( cancel the adanta$e of

char$in$ what the traSc will bear- ;3< the hi$h initial price does

not attract !ore co!petitors to the !arket- ;+< the hi$h priceco!!unicates the i!a$e of a superior product.

8RO&CT>:A@IT @EA&ER5I8" A co!pan( !i$ht ai! to be the

product>=ualit( leader in the !arket.

8RICE>A&A8TATION TRATE4IE"

4eo$raphical 8ricin$" This inoles in the co!pan( in

decidin$ how to price its products to di/erent custo!ersin di/erent locations and countries. Another issue is how

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to $et paid. This issue is critical when bu(ers lack

suScient hard currenc( to pa( for their purchases.

&iscountsAllowances

> Cash discount> :uantit( discount

> #unctional discount> easonal discount> Allowance

8ro!otional 8ricin$> @oss>leader pricin$> pecial>eent pricin$> Cash rebates> @ow>interest 6nancin$> @on$er pa(!ent ter!s

> Darranties and serice contracts> LReba7as

&i/erentiated 8ricin$

> Custo!er>se$!ent pricin$> 8roduct>for! pricin$> I!a$e pricin$> Channel pricin$> @ocation pricin$> Ti!e pricin$

6;3 %'SIGNING AN% )ANAGING INT'G#AT'% )A#5'TING

C/ANN'S

MARETIN4 C5ANNE@ TEM" s(ste! is the particular set of

interdependent or$ani1ations inoled in the process of !akin$ a

product or serice aailable for use or consu!ption.

A push strate$( uses the !anufacturerGs sales force) trade

pro!otion !one() and other !eans to induce inter!ediaries to

carr() pro!ote) and sell the product to end users

A pull strate$( uses adertisin$) pro!otion) and other for!s of

co!!unication to persuade consu!ers to de!and the product

fro! inter!ediaries

ER EP8ECTATION #OR C5ANNE@ INTE4RATION

Abilit( to order a product online and pick it up at a conenient

retail location

Abilit( to return an online>ordered product to a nearb( store

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nal(1e custo!er needs

ate !a7or channel alternaties

if( !a7or channel alternaties

ablish channel ob7ecties

Ri$ht to receie discounts based on total online and oQine

purchases

INCREAIN4 E##ICIENC

C5ANNE@ MEMER #NCTION

4ather infor!ation

&eelop and disse!inate persuasie

co!!unications

Reach a$ree!ents on price and ter!s

Ac=uire funds to 6nance inentories

Assu!e risks

8roide for stora$e

8roide for bu(ersG pa(!ent of their bills

Oersee actual transfer of ownership

&EI4NIN4 A MARETIN4 C5ANNE@ TEM

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C5ANNE@ ERVICE OT8T

ot si1enu!ber of units the channel per!its a t(pical custo!er

to purchase on one occasion

on serices ;credit) delier() installation)

repairs< proided b( the channel

C5ANNE@ OECTIVE

State in terms of targeted service output levels

)inimi1e total cost and still provide desired levels of

service output

Channel !(>ectives vary with product characteristics

Perisha(le products?more direct mar*eting

&ul*y products?minimi1e shipping distance

Nonstandard products?sold directly (y sales

representatives

Products re@uiring installation or maintenance

service?sold and maintained (y company or

franchised dealers

I&ENTI#IN4 C5ANNE@ A@TERNATIVE

> T(pes of inter!ediaries> Nu!ber of inter!ediaries> Ter!s and responsabilities

CONMER MARETIN4 C5ANNE@

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Intensie

electie

Intensie

electie num(er of

outletsE'clusie

)ar*et',posure

Strategies

IN&TRIA@ MARETIN4 C5ANNE@

NMER O#

INTERME&IARIE"

> E'clusie> electie> Intensie

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.airly good

to good

Contracts

)c%onaldBs

Complete

!ne company ownership

.lorsheim

Some to good

'conomic power and leadership

General 'lectric

Characteristics

Type of channel

ittle or

none

None

Typical inde-pendentsD

Amount of cooperation

Traditional"ertical mar*eting systems

AdministeredContractualCorporate

Control maintained (y

',amples

C5ANNE@ MANA4EMENT &ECIION" selectin$ channel !e!bers)

trainin$) !otiatin$) ealuatin$ and !odif(in$ channel !e!bers.

C5ANNE@ INTE4RATION AN& TEM

C5ANNE@. CON#@ICT

Occurs when one !e!berGs actions preent another channel fro!

achiein$ its $oal.

Can be"

> Vertical> 5ori1ontal> Multichannel

Types of channel conEict:

"erticalchannel con0ict H within di/erent !e!bersleels of the sa!echannel.e.$ 4M in con0ict with dealers) Coke in con0ict with bottlers./ori1ontal channel con0ict H within di/erent !e!bers at sa!e leels ofthe sa!e channel.e.$ Con0ict between di/erent #ord dealers

)ulti channelcon0ict H within di/erent !e!bers I di/erent channels inthe sa!e !arket

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e.$ co!pan( sellin$ throu$h specialt( showroo! and throu$h

dealerships. This sets up di/erent prices within the sa!e !arket.

663 %'SIGNING AN% )ANAGING INT'G#AT'% )A#5'TINGC!))NICATI!NS

MARETIN4 COMMNICATION"are the !eans b( which 6r!s atte!pt to

infor!) persuade) and re!ind consu!ers) directl( or indirectl() about the

products and brands the( sell.

MARETIN4 COMMNICATION MIP

Adertisin$

ales pro!otion

Eents and e'periences

8ublic relations and publicit(

&irect !arketin$

Interactie !arketin$

Dord>of>!outh !arketin$

8ersonal sellin$

IMC I@& RAN&

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E@EMENT IN T5E COMMNICATION 8ROCE

ORCE O# NOIE

#or a !essa$e to be e/ectie) the senders* codin$ process !ust !esh

with the receier*s decodin$ process. The sender !a( not $et his or her

!essa$e throu$h to the receier. The tar$et audience !a( not receie

the intended !essa$e for an( of three reasons"

electie attention"8eople are bo!barded b( about 2J),,, co!!ercial !essa$es a da( ofwhich , are consciousl( noticed and about 29 prooke so!e reaction.

electie distortion"Receier*s will hear what 6ts in with their belief s(ste!. As a resultreceiers often add thin$s to the !essa$e that are not there and do notnotice other thin$s that are there.

electie retention"8eople will retain in lon$>ter! !e!or( onl( a s!all fraction of the!essa$es that reach the!. If the receier*s initial attitude toward theob7ectie is positie and he or she rehearses support ar$u!ents) the!essa$e is likel( to be accepted and hae hi$h recall.

RE8ONE 5IERARC5 MO&E@

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TE8 IN &EVE@O8IN4 E##ECTIVE COMMNICATION

> Identif( tar$et audience> &eter!ine ob7ecties> &esi$n co!!unications> elect channels> Establish bud$et" a/ordable) percenta$e of ales) Co!petitie

8arit() Ob7ectie and Task> &ecide on !edia !i'> Measure results!ana$e IMC

C5ARACTERITIC O# T5E MARETIN4 COMMNICATION MIP

Pu(lic #elations and Pu(licity

5i$h credibilit(

Abilit( to catch bu(ers o/ $uard

&ra!ati1ation

'vents and ',periences

Releant

Inolin$

I!plicit

%irect )ar*eting

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Custo!i1ed

p>to>date

Interactie

Personal Selling

8ersonal interaction

Cultiation

Response

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