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MBA 517: Session #2 “Marketing is everyone’s job, marketing is everything, and everything is marketing.” – Regis MacKenn

MBA 517: Session #2 “Marketing is everyone’s job, marketing is everything, and everything is marketing.” – Regis MacKenna. Your host: David Perry. …one more quote.

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MBA 517: Session #2 “Marketing is everyone’s job, marketing is everything, and everything is marketing.” – Regis MacKenn

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  1. MBA 517: Session #2“Marketing is everyone’s job, marketing is everything, and everything is marketing.”– Regis MacKenna Your host: David Perry

  2. …one more quote Marketing starts with "who is the customer?" not "what do we have to sell?“ - Peter Drucker

  3. A few logistics • Textbooks in: Lecture focuses on Ch. 1-4 • PharmaSim: $33.35 for manual + coupon • Guest Lectures • 10/14: Ben Keylin > The marketing mix • 10/28: Mike Fulton > Global Marketing • Groups need to be defined today • Groups assigned to 1 of 3 cases • Goodyear not included

  4. Key Syllabus Change • SWITCH Goodyear case with Zenith • Next Week: Case discussion on Goodyear • No teams assigned to Goodyear • November 4: Zenith HDTV • Team case writeups split between 3 cases: • Microsoft Works • Zenith HDTV • USA Today Online

  5. Teams • #1: Gillingham; Landers; Tadaki, Richey • #2: Fuentes; Burke, Heinzig; Ansis • #3: Tsu; Douglas; Dickey; Bakken • #4: Hixson; Thinvadhanakul; Wu • #5: • #6: • #7: • #8: • #9: • #10:

  6. Case Assignments • Microsoft Works • Teams: 1, 4, 7 • Zenith HDTV • Teams: 2, 5, 8 • USA Today Online • Teams: 3, 6, 9

  7. The 3 stages of marketing • Entrepreneurial • Creative, budget constrained, guerilla • Dr. Birdsong’s Dental office (patient referrals) • Formulated • Utilize analytical tools, larger staff • Birdsong’s Smile Institute (print advertising) • Intrepreneurial • Analysis paralysis, large staff • Smiles USA (TV, radio, 1-800, standards)

  8. Goods Gap Leather Services Merrill Lynch CMA acct Experiences Ski Whistler Persons Bill Gates (his vision) Places Virginia is for lovers Properties The Estates at Saybrook Organizations Seattle University Information Wall Street Journal Ideas Starbucks “The third place” What do you market?

  9. Target Mkts and Segmentation Marketers & Prospects Needs, Wants, Demands Product or Offering Value & Satisfaction Exchange & Transactions Relationships & Networks Marketing Channels Supply Chain Competition Marketing Environment Marketing Mix Core Marketing Concepts

  10. Marketing Mix: 4Ps • Product – Brand, features, packaging • Price – List, discounts • Place – channels, inventory, distribution • Promotion – Advertising, PR, sales

  11. Orgs: Marketing Concepts • Production Concept = Texas Instruments • Product Concept = WebTV • Selling Concept = Visa cards; insurance • Marketing Concept = Nordstrom; IKEA • Societal Marketing Concept = Odwalla

  12. Reengineering Outsourcing E-commerce Benchmarking Alliances Partner-suppliers Market-centered Global/local Decentralized Relationship marketing Customer lifetime value Customer share Target marketing Individualization Customer database Integrated marketing Channels as partners Every employee a marketer Model-based decision making Biz Changes >> Marketing

  13. Charles Schwab Integrated Marketing Peapod.com Online advertising Let’s look at examples…

  14. Measuring It Complaint/Suggestion Surveys Ghost shopping Lost customer analysis Delivering It Value Chain = new product dev thru customer service Guarantees Attracting and retaining customers Less cost to keep current than recruit new Who does it right… Nordstrom, Saturn, Citibank, HP, Northwestern Mutual Life, HomeGrocer.com ..can’t get no (customer) satisfaction

  15. Relationship Marketing: Levels of Investment • Basic Marketing • Just sell it! • Reactive Marketing • Call with questions • Accountable Marketing • Followup/feedback loop • Proactive Marketing • Consultative role (IBM) • Partnership Marketing • WalMart/P&G

  16. Relationship Marketing: How to build value • Financial Benefits • United Mileage Plus • Social Benefits • Brand Communities • Structural Ties • EDI, partner extranets

  17. Strategic Planning • Business Portfolio Evaluation Models • Boston Consulting Group (BCG) • Build, Hold, Harvest, Divest • Growth Strategies • SWOT • The Marketing Plan • Sonic Stereos

  18. BCG Matrix Stars Question ??? 20% Office WebTV Market Growth Rate Cash Cow Dogs Ancient Lands Project 0% 10X 1X 0.1X Relative Market Share

  19. Growth Strategies • Intensive Growth • Market Penetration • Market Development • Product Development • Diversification • Integrative Growth • Forward, Backward, Horizontal • Diversification Growth

  20. The Marketing Plan • Executive Summary • Situation • Opportunities/Issues • Objectives • Strategies • Action programs (tactics) • P&L • Controls, Timeline, Next Steps

  21. Marketing Research • Marketing Information Systems (MIS) • Sales force Automation • Primary and Secondary data • The research process • Types of questions • Quantitative Tools • Estimating demand • Current and Future

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