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4 - 0 Today 9:30 to 10:50 Check your group # -- are you in a group? If not – you need to get in one Simulation information Finish Seinfelds Soup Nazi Notice.

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Presentation on theme: "4 - 0 Today 9:30 to 10:50 Check your group # -- are you in a group? If not – you need to get in one Simulation information Finish Seinfelds Soup Nazi Notice."— Presentation transcript:

1 4 - 0 Today 9:30 to 10:50 Check your group # -- are you in a group? If not – you need to get in one Simulation information Finish Seinfelds Soup Nazi Notice – Group Pictures today and on Thursday Get the Groups Settled Chapter 4

2 4 - 1 Simulation Teams for simulation are comprised of 2 to 3 students from the same marketing plan group Ill be around to ask you who are the simulation team members I will give you a team (group #) and a Game ID allowing you to sign-up for the simulation

3 4 - 2 The Soup Nazi GroupSoupNazi2005.ppt

4 4 - 3 Groups After watching the video (last Thursday) we need to answer the following questions: What is his value proposition? Is there a value chain? Is there a value delivery network? Whos the segment? Whos the target market? Whats the market position? What marketing mix elements are emphasized?

5 Steps of SBU Strategic Planning 6 Basic Objectives -Profit -Growth -Share -Risk containment -Reputation MOA – 5Qs -Benefit articulated to target -Reach target effectively with promotion and price -Capabilities and resources -Deliver value better than competition -ROR meet or exceed company threshold 4 Elements -Whats the business -Whos the customer -Whats the value to the customer -What should the business become Strengths/Weaknesses Analysis - Org. Dept., rate, rank The Mix -Product -Price -Promotion -Place Porter Generic Strategies -Cost leader -Differentiation -Focus Opportunity and threat matrix Probability of success and how attractive is opportunity Probability of occurrence and seriousness of threat

6 4 - 5 Opportunity and Threat Matrices

7 4 - 6 Value Creation Value Creation and Delivery Sequence Promotion PlacePriceProduct Product Strategy

8 4 - 7 The Marketing Process Analyzing Market Opportunities Analyzing Market Opportunities Researching and Selecting Target Markets Researching and Selecting Target Markets Designing Marketing Strategies Designing Marketing Strategies Planning Marketing Programs Planning Marketing Programs Organizing, implementing, and Controlling the Marketing Effort Organizing, implementing, and Controlling the Marketing Effort

9 The Marketing Environment Chapter 4

10 4 - 9 Key Environments Aspects of the marketing environment: Microenvironment: Microenvironment: Actors close to the company Actors close to the company Macroenvironment Macroenvironment Larger societal forces Larger societal forces For the exam, know the actors or forces comprising each marketing environment and general trend

11 Actors in the Microenvironment

12 Major Macroenvironmental Forces

13 The Macroenvironment Key Demographic Trends World population growth World population growth Now 6.2 billion Now 6.2 billion Projected to reach 7.9 billion by 2025 Projected to reach 7.9 billion by 2025

14 The Macroenvironment Key Demographic Trends Changing age structure Changing age structure The U.S. population consists of seven generational groups. The U.S. population consists of seven generational groups. Baby boomers, Generation X and Generation Y are key groups.Baby boomers, Generation X and Generation Y are key groups. Distinct segments typically exist within these generational groups. Distinct segments typically exist within these generational groups.

15 Figure 4-3: Seven U.S. Generations

16 The Macroenvironment The Economic Environment Affects consumer purchasing power and spending patterns. Affects consumer purchasing power and spending patterns. U.S. consumers now spend carefully and desire greater value. U.S. consumers now spend carefully and desire greater value. Key Economic Trends U.S. income distribution is skewed. U.S. income distribution is skewed. Upper class, middle class, working class, underclass Upper class, middle class, working class, underclass Rich: getting richer Middle class: shrinking Underclass: still poor Rich: getting richer Middle class: shrinking Underclass: still poor Consumer spending patterns are changing. Consumer spending patterns are changing.

17 The Macroenvironment The Natural Environment Concern for the natural environment has grown steadily, increasing the importance of these trends: Concern for the natural environment has grown steadily, increasing the importance of these trends: Shortage of raw materials Shortage of raw materials Increased pollution Increased pollution Increased governmental intervention Increased governmental intervention

18 The Macroenvironment Key Technological Trends The technological environment is characterized by rapid change. The technological environment is characterized by rapid change. New technologies create new opportunities and markets but make old technologies obsolete. New technologies create new opportunities and markets but make old technologies obsolete. The U.S. leads the world in research and development spending. The U.S. leads the world in research and development spending.

19 The Macroenvironment The Political Environment Includes laws, governmental agencies, and pressure groups that impact organizations and individuals. Includes laws, governmental agencies, and pressure groups that impact organizations and individuals. Key trends include: Key trends include: Increased legislation to protect businesses as well as consumers. Increased legislation to protect businesses as well as consumers. Changes in governmental agency enforcement. Changes in governmental agency enforcement. Increased emphasis on ethical behavior and social responsibility. Increased emphasis on ethical behavior and social responsibility.

20 The Macroenvironment The Cultural Environment Is composed of institutions and other forces that affect a societys basic values, perceptions, preferences, and behaviors. Core beliefs are persistent Passed from parents to children; reinforced by society Passed from parents to children; reinforced by society Shape attitudes and behavior Shape attitudes and behavior Secondary cultural values change and shift more easily Societys cultural values are expressed through peoples views of: Themselves Themselves Others Others Organizations Organizations Society Society Nature Nature The Universe The Universe

21 Responding to the Marketing Environment Reactive: Passive Acceptance and Adaptation Companies design strategies that avoid threats and capitalize upon opportunities. Companies design strategies that avoid threats and capitalize upon opportunities. Proactive: Environmental Management Use of lobbyists, PR, advertorials, lawsuits, complaints, and contractual agreements to influence environmental forces. Use of lobbyists, PR, advertorials, lawsuits, complaints, and contractual agreements to influence environmental forces.

22 Soup Nazi 2GroupSoupNazi2005.ppt

23 Today 9:30 to 10:50 Groups and names How to sign-up for the simulation Chapter 5 Video Groups question and pictures And a surprise

24 Photos Group photo --- please write your group # on the photo, and list the group members from left to right List names of group members not in photo after the first set of names

25 Teams Within your group you will have two (2) teams (Group 1 will have Teams 1 and 2….Group 15 will have teams 29 and 30) The teams will be comprised of 2 to 3 group members each You decide who is on what team

26 Simulation Sign-up Go to: https://web.marketplace- simulation.com/home2/purch ase/purchase.php https://web.marketplace- simulation.com/home2/purch ase/purchase.php https://web.marketplace- simulation.com/home2/purch ase/purchase.php Purchase student license Follow hand-out instructions

27 Managing Marketing Information Chapter 5

28 Marketing Info. System Marketing Information System (MIS) Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

29 Marketing Info. System Internal Data is gathered via customer databases, financial records, and operations reports. Advantages of internal data include quick/easy access to information. Disadvantages stem from incompleteness or inappropriateness of data to a particular situation. Internal data Marketing intelligence Marketing research Developing Information

30 Marketing Info. System Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. Competitive intelligence gathering activities have grown. Many sources of competitive info. exist. Internal data Marketing intelligence Marketing research Developing Information

31 Marketing Info. System Sources of Competitive Intelligence Company employees Company employees Internet Internet Garbage Garbage Published information Published information Competitors employees Competitors employees Trade shows Trade shows Benchmarking Benchmarking Channel members and key customers Channel members and key customers

32 Something Neat Cipher Systems

33 Marketing Info. System Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Several steps are involved in the marketing research process. Internal data Marketing intelligence Marketing research Developing Information

34 Figure 5-2: The Marketing Research Process

35 Marketing Info. System Step 1: Defining the problem and research objectives Dont confuse the symptoms of the problem with its cause when defining the problem. Dont confuse the symptoms of the problem with its cause when defining the problem. Exploratory, descriptive, and causal research each fulfill different objectives. Exploratory, descriptive, and causal research each fulfill different objectives.

36 Marketing Info. System Step 2: Developing the Research Plan Research objectives guide the determination of specific information needs. Research objectives guide the determination of specific information needs.

37 Marketing Info. System Step 2: Developing the Research Plan Research proposals outline the type of data needed and the research plan. Research proposals outline the type of data needed and the research plan. Secondary data: Information collected for another purpose which already exists. Secondary data: Information collected for another purpose which already exists. Primary data: Information collected for the specific purpose at hand Primary data: Information collected for the specific purpose at hand

38 Marketing Info. System Secondary data sources: Government information Government information Internal, commercial, and online databases Internal, commercial, and online databases Publications PublicationsAdvantages: Obtained quickly Obtained quickly Less expensive than primary data Less expensive than primary dataDisadvantages: Information may not exist or may not be usable. Information may not exist or may not be usable. Secondary data Primary data Types of Data

39 Marketing Info. System Planning primary research: Research approaches: Research approaches: Observation Observation Survey Survey Experiment Experiment Contact methods Contact methods Sampling plan Sampling plan Research instruments Research instruments Secondary data Primary data Types of Data

40 Marketing Info. System Research approaches: Observation research using people or machines Observation research using people or machines Mystery shoppers, traffic counters, web site cookies are some examples. Mystery shoppers, traffic counters, web site cookies are some examples. Discovers behavior but not motivations. Discovers behavior but not motivations. Ethnographic research expands observation research to include consumer interviews. Ethnographic research expands observation research to include consumer interviews.

41 Marketing Info. System Planning primary research: Research Approaches Research Approaches Contact methods: Contact methods: Mail Mail Telephone Telephone Online Online Personal Personal Sampling plan Sampling plan Research instruments Research instruments Secondary data Primary data Types of Data

42 Marketing Info. System Step 3 of the Research Process: Implementing the Research Plan Involves collecting, processing, and analyzing information. Involves collecting, processing, and analyzing information.

43 Marketing Info. System Step 4 of the Research Process: Interpreting and Reporting the Findings

44 The Persuaders 9 minute video highlighting the impact marketing (political) research can have on the way we interpret issues FinalPersuaders.wmv

45 Groups Based on your knowledge of the research process, what types of marketing research might you employ in your marketing plan? Why? Group Pictures--- Smile

46 Pop-Quiz Time Pop-Quiz #1


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