1. MKT 202, Taufique Hossain Strategic Planning for Competitive Advantage

2. Elements of Marketing Plan

3. The BCG Matrix Build Hold Harvest Divest

4. Chapter 4- slide 4 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Four Managing Marketing Information to Gain Customer Insights

5. Marketing Research

6. Developing Marketing Information MailTelephonePersonalOnline FlexibilityPoorGoodExcellentGood Quantity of data that can be collected GoodFairExcellentGood Control of interviewer effectsExcellentFairPoorFair Control of sampleFairExcellentGoodExcellent Speed of data collectionPoorExcellentGoodExcellent Response ratePoor Good CostGoodFairPoorExcellent Marketing Research Contact Methods

7. Chapter 7- slide 7 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy Creating Value for Target Customers

8. Market Segmentation Geographic segmentation Demographic segmentation Psychographic segmentation Behavioral segmentation Segmenting Consumer Markets

9. Market Segmentation Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities Segmenting Consumer Markets

10. Market Segmentation Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality Segmenting Consumer Markets

11. Market Segmentation Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups Gender segmentation divides the market based on sex (male or female)

12. Market Segmentation Income segmentation divides the market into affluent or low-income consumers Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits Segmenting Consumer Markets

13. Market Segmentation Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product Occasions Benefits sought User status Usage rate Loyalty status Segmenting Consumer Markets

14. Chapter 8 - slide 14 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Product, Services, and Brands: Building Customer Value

15. What Is a Product? Levels of Product and Services

16. Product Mix at Unilever

17. Product Life-Cycle Strategies Product Life Cycle

18. Product development Sales are zero and investment costs mount Introduction Slow sales growth and profits are nonexistent Growth Rapid market acceptance and increasing profits. Maturity Slowdown in sales growth and profits level off or decline Decline Sales fall off and profits drop Product Life-Cycle Strategies

19. Slow sales growth Little or no profit High distribution and promotion expense Introduction Stage

20. Product Life-Cycle Strategies Sales increase New competitors enter the market Price stability or decline to increase volume Consumer education Profits increase Promotion and manufacturing costs gain economies of scale Growth Stage

21. Product Life-Cycle Strategies Slowdown in sales Many suppliers Substitute products Overcapacity leads to competition Increased promotion and R&D to support sales and profits Maturity Stage

22. Product Life-Cycle Strategies Market modifying Product modifying Marketing mix modifying Maturity Stage Modifying Strategies

23. Product Life-Cycle Strategies Maintain the product Harvest the product Drop the product Decline Stage

24. Chapter 8 - slide 24 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Marketing Channels: Delivering Customer Value

25. The Nature and Importance of Marketing Channels How Channel Members Add Value

26. The Nature and Importance of Marketing Channels How Channel Members Add Value InformationPromotionContact MatchingNegotiation Physical distribution FinancingRisk taking

27. The Nature and Importance of Marketing Channels Number of Channel Levels