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Marketing: Building Blueprints for Business

Marketing: Building Blueprints for Business. (Chapter 4). &. Marketers Advertisers. Many different types of marketers. Many different types of marketers Packaged goods. &. Marketers Advertisers. Many different types of marketers Packaged goods. Durable Goods. &.

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Marketing: Building Blueprints for Business

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  1. Marketing:Building Blueprintsfor Business (Chapter 4)

  2. & Marketers Advertisers • Many different types of marketers • Many different types of marketers • Packaged goods

  3. & Marketers Advertisers • Many different types of marketers • Packaged goods • Durable Goods

  4. & Marketers Advertisers • Many different types of marketers • Packaged goods • Durable Goods • Services

  5. & Marketers Advertisers • Many different types of marketers • Packaged goods • Durable Goods • Services • Retailers

  6. & Marketers Advertisers • Many different types of marketers • Packaged goods • Durable Goods HP “Maestro” - Goodby Silverstein • Services • Retailers • High Tech

  7. & Marketers Advertisers • Many different types of marketers • Packaged goods • Durable Goods • Services • Retailers • High Tech • And more • But they all have similar methodologies and organizations.

  8. & Marketers Advertisers • Today we’ll cover… • The Marketing Function - 5 Ps • The Marketing Department • Organizational Structure • Types of Jobs • The Marketing Process • Challenges for the Future • Questions & Discussion

  9. “Marketing is Everything” • Marketing has become the dominant and often most critical business function • Manufacturing techniques and resources are now less critical, often easy to obtain • Brand equity and intellectual capital are now more critical, harder to duplicate • Business is evolving from manufacture of goods to manufacture of “thinking”

  10. “The Five P’s” • Five Critical Marketing Decisions • Product • Price • Place (physical distribution) • Promotion • All types of promotional activities • Advertising, Sales Promotion, PR, etc. • “The Fifth P” • People

  11. 1. Product • Product may be “tangible” • Packaged goods • Durable goods • Product may be a service • Product may be a combination • Products are “bundles of benefits”

  12. 2. Price • Key part of “value equation” • At the price, product must have some measure of “functional superiority.” • Price must also contain margin • For funding of necessary activities... • and profit • Price can send additional signals • Can be a strategy in itself, or, more likely, part of a strategy

  13. 2. Price • Here is an example of advertising that supports a price strategy

  14. 3. Place • Similar products can make different “place” decisions • Example: Coffee • Folgers (retail)

  15. 3. Place • Similar products can make different “place” decisions • Example: Coffee • Folgers • Gevalia

  16. 3. Place • Similar products can make different “place” decisions • Example: Coffee • Folgers • Gevalia • Starbucks • A Critical Decision

  17. 4. Promotion • A range of marketing communications (MarCom) techniques can be used: • Advertising • Sales Promotion • Public Relations • Publicity • Internet/New Media • Direct Sales • Direct Marketing • Event Marketing • Trade Shows • Promotional Products

  18. 5. People • Some controversy over the “Fifth P” • Once, some said “packaging” • One consultant says “personalization” • We say it’s “People.” • Your customers • Your own people • Work force & Sales force • Other “stakeholders” • Trade, Suppliers, Stockholders

  19. The Marketing Mix • The right combinations of . . . • Demand • Example: Price/Supply • Marketing Variables • Five P Variables • Promotional Variables • Marketing Strategy . . .

  20. Unique CombinationsUnique Marketing Strategies • Example: Early auto industry • Ford - Product/Price • GM - Product/Value • GM - Multiple Brands • Chrysler - Competitive Position

  21. Unique CombinationsUnique Marketing Strategies • Example: Early auto industry • Ford - Product/Price • GM - Product/Value • GM - Multiple Brands • Example: Bose • Promotion + Place Direct instead of stores

  22. Marketing Departments 2 Types of Organization • Vertical Organization • Traditional military “command” structure • Clear lines of responsibility • Seems to work best when there are numerous similar products • Horizontal Organization • More fluid “ad hoc” structure • Organize around needs and functions

  23. Top Job Functions: • For both types of organizations • CEO, COO, CMO • Chief Executive Officer • Chief Operating Officer • Chief Marketing Officer • Top Marketing person • “Heavy hitter” usually 35+ • CFO, CIO • Chief Financial Officer • Chief Information Officer

  24. Vertical Organization • Example: Oscar Mayer (KGF) Consumer Products

  25. Jobs in Vertical Organization • Category Manager • Veteran (in 30s) • Major overall responsibility • Nurture/grow brands and brand managers • Brand Manager • Up from Assistant (mid-20s) • Responsible for one brand only • “It’s your baby” • Succeed or die

  26. Horizontal Organization • Example: McDonnell-Douglas (2 groups)

  27. Jobs in Horizontal Organization • VP of Program • Must know the business • Maturity/power/clout - 35+ • Marketing Manager • Marketing experience, not necessarily advertising • Responsible for all advertising, PR, sales promotion, trade shows, etc. • Advertising Manager • May be “thrown into” role • May have little ad experience • Competition from other programs

  28. Marketing Job Functions • Director of Marketing • Often, trained w. “feeder system” • P&G, KGF, etc. • Has become COO career path • Must manage increasing variety of MarCom programs and suppliers • Advertising Director • Importance depends on size of budget • May also have significant responsibilities monitoring media spending

  29. Marketing Job Functions • Category Manager • Group Product Manager • Brand Manager • Brand Assistant • Other Staff Functions: • Sales Promotion • Media • Market Research • Field Marketing… Bridgette Heller - from Brand ManagerGevaliato Category Manager for Coffee at KGF

  30. Field Marketing • Excellent entry level job opportunity • There are many marketers that operate Field Marketing Organizations • Beverage Industry (Beer, Soft Drink) • Fast Food Industry • Franchise Organizations • In many cases, ad agencies that service these marketers also provide Field Marketing • “Think Global. Act Local.”

  31. The Marketing Process • Simply put, it’s... • Planning • Implementation • Evaluation

  32. Planning 1. Setting overall marketing strategy 2. Developing annual marketing plan 3. Calculating annual marketing budget 4. Assigning marketing tasks (planning) NOTE: All of this is covered in more detail in Chapter 8 - Marketing & Planning

  33. Implementation 4. Assigning marketing tasks (continued) • After budgets approved, operations move from the theoretical to the practical • NOTE: Actual costs may vary from budget - plans may need to be changed “on the fly” 5. Supervising internal functions • NOTE: PR may be internal, external or both 6. Overseeing external services • Advertising, sales promotion, etc. • NOTE: Variety of MarCom program options is growing

  34. Evaluation: 7. Measuring and tracking efforts • Sales Results • Media Expenditures • Awareness and Usage • Ongoing Market Research programs (tracking) 8. Reporting performance to management • NOTE: May be daily, weekly, or quarterly. Trend is for more frequent reporting 9. Integrating results into planning • The cycle continues - working for improvement NOTE: Some of this is covered in more detail in Chapter 11 Evaluation & Integration

  35. Marketing Challenges: • Increasing importance of marketing • As mentioned, “Marketing is Everything” the function is more important for everyone • Hyper-Competition • Too much capacity for size of market • Happening on a global scale • Examples: Automobiles, computers • Fragmentation • Consumers, Media, etc. • Harder to do “mass” marketing • And of course…

  36. Marketing Challenges: • The Media Revolution • Changing Business Models • Example: Newspapers/Network TV • Chan ging Consumer Habits • Example: Response to Economy • Shift in Control of Media Channels • Example: Social Media

  37. Marketing Challenges: • The Media Revolution • Changing Business Models • Example: Newspapers/Network TV • Changing Consumer Habits • Example: Response to Economy • Shift in Control of Media Channels • Example: Social Media • New Communication Channels • Example: “The Third Screen”

  38. Marketing Challenges: The future is sure to be challenging. But those challenges will be met with Marketing! Because today and tomorrow Marketing is Everything!

  39. Questions & Discussion

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