MKT 202, Taufique Hossain Strategic Planning for Competitive Advantage

Elements of Marketing Plan

The BCG Matrix Build Hold Harvest Divest

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

Marketing Research

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

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

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

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

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

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)

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

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

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

What Is a Product? Levels of Product and Services

Product Mix at Unilever

Product Life-Cycle Strategies Product Life Cycle

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

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

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

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

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

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

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

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

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

The Nature and Importance of Marketing Channels Number of Channel Levels