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Marketing Myopia and Alternative Marketing Concepts Or How your marketing strategy can go wrong.

Marketing Myopia and Alternative Marketing Concepts Or How your marketing strategy can go wrong. Marketing Process: match concepts with stage in process. Needs. Product. Market Segmentation. Customer Relationship Mgt. Customer Loyalty. Price. Wants. Target Market.

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Marketing Myopia and Alternative Marketing Concepts Or How your marketing strategy can go wrong.

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  1. Marketing Myopia and Alternative Marketing ConceptsOrHow your marketing strategy can go wrong.

  2. Marketing Process: match concepts with stage in process Needs Product Market Segmentation Customer Relationship Mgt. Customer Loyalty Price Wants Target Market Partner Relationship Mgt Customer lifetime value Value Proposition Demand Promotion Customer equity Market Offering Customer satisfaction Potential Market Place

  3. When marketers lose focus .. • And pay more attention to their existing product than customers changing needs. • PC – smartphone poll Marketing Myopia

  4. April 30, 2007: Steve Ballmer, Microsoft CEO: iPhone has “no chance” of gaining significant market share ….. Sept 19, 2013: Steve Ballmer announces his retirement saying, 'I regret that there was a period in the early 2000s when we were so focused on what we had to do around Windows that we weren't able to redeploy talent to the new device called the phone,' Ballmer told the audience of Wall Street analysts and investors. 'That is the thing I regret the most.” Marketing Myopia

  5. 5 Marketing Concepts

  6. Assign each team member one concept: production, product, sales or social. • Specialists pair up and complete an analysis of their concept. • Complete your segment of the chart. • Compare to Marketing Concept studied so far. • Return to team and explain concept to others. Fill in chart. Team Assignment

  7. Concept Comparison

  8. Summary

  9. Why does McDonalds offer salads? Challenge Question

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