1. Marketing 360 At a Glance Professor Joel Huber
BA 360 Marketing Management
Fuqua School of Business

2. Goals of the course Orientation – Skills Frameworks
Customer, company, competition
Skills
Case analysis, group effectiveness
Frameworks
Analysis, planning and implementation

3. Why these are important?
WSJ September 9, Three most important criteria for employers by recruiters at business schools:
Communication and interpersonal skills
Ability to work well in a team
Analytic and problem solving skills
These are above leadership or creativity!

4. Case learning Learn to structure an unstructured problem
Learn to structure an unstructured team
Lean to think laterally—try different options and discard if they do not work
Learn to invert your analysis—put the plan first even though it generally is developed last

5. Marketing math— back of the envelope
Variable costs Fixed Costs Market Shares
Annual break even Project Pay Back Needed market Share
Back of the envelope methods will get you to 90% of your results…they are not sufficient
You need to complement these with spreadsheet analyses
Idea: Find simple, compelling ways to summarize and think
about the problem

6. Marketing Math--Spreadsheets
Spreadsheets allow complex, realistic assumptions
They permit a clear vision the future
Key ideas:
Keep assumptions simple, conservative
Develop aggregate statistics from the complex analysis—e.g. 500K credit cards needed to break even for Citibank
Spreadsheets and simple statistics are complementary. Both are needed. Note the best analysis never requires a person to look into the details.
However, the details are critical for planning and implementation. Budgets are real!

7. Tools and frameworks: 3C’s
Company
SWOT
Market selection
BCG, GE Matrix
Marketing Plan
Idea of the GE matrix is to use some kind of weighting scheme when you need to evaluate incomparable criteria…useful when you have many options that differ on many difficult to compare dimensions.
Marketing plan: Target market, 3C’s +marketing mix + financial projections

8. Tools and Frameworks: 3 C’s
Customer
Value in use of your product
Lifetime value of a customer
margins, retention rates, # of customers
Buying process model
Who buys vs. who uses
Innovators vs. followers
Segmentation
Value in use is the technical value of a product, for Angiomax we found that that may be harder to sell than it status value
Lifetime value of a customer—Consider the value of a OneTouch Basic user buying strips at $.80 each
Segmentation is the key idea of marketing. By proper segmentation you serve the markets for each customer and make it more difficult for competitors

9. Tools and frameworks: 4 P’s
Product
Defining the product
Core benefit—essence
Physical characteristics
Perceived attributes
Extended product
Product life cycle analysis
Product line analysis
Cannibalization
Impact on competition

10. Tools and frameworks: 4 P’s
Price
Common tools are often flawed (e.g., cost plus)
7 Better steps to pricing
Economic value, elasticity based, competitive considerations
Segment based pricing (across persons and channels)
Psychological factors to consider

11. Tools and frameworks: 4 P’s
Promotion
Promotional mix
Sales, advertising, sales promotion, p.r.
The promotional plan
Target market
Objectives
Message
Mix
Budget
Results
Process

12. Tools and frameworks: 4 P’s
Distribution
Channel may be more efficient than vertical integration (channel functions)
Breadth and depth of channels
Managing channel conflict
Efficiency is the reason channels exist. New technologies alter than tradeoff.
A broad channel is one that gets in as many stores as possible.
A narrow channel offers services that cannot be delivered directly
Dell is key here…it was the channel that killed Compaq’s ability to copy Dell’s model

13. Orientation and attitude
Marketing should be the eyes and ears of the firm, enabling it to look outward, adapt to new customer needs, competitors’ actions and company competencies
Analysis works, hard work matters, you make a difference

14. Marketing is fun!