MARKETING MANAGEMENT Introduction SUBHADIP ROY Session 1, 2
What Are These? Apple Blackberry Jaguar Kingfisher Nokia Polo
What These Are Apple – A Fruit Blackberry – A Fruit Jaguar – An Animal of the Cat Family Kingfisher – A Bird Nokia – A River Polo – A Sport
Brands to Generic Product
Band Aid – plastic bandages Walkman - portable cassette player with headphones Xerox - photocopier Lycra – Spandex Kleenex - facial tissues Scotch Tape - cellophane tape Teflon - nonstick coating Vaseline - petroleum jelly Velcro - hook and loop fastener
Definition of Marketing AMA’s
Definition: Marketing is the process of Planning and Executing the Conception, Pricing, Promotion and Distribution of Ideas, Goods and Services to create Exchanges that satisfy Individual and Organisational Goals.
What is Marketing Management? Marketing
Management is the Art and Science of choosing Target Markets and Getting, Keeping and Growing Customers through Creating, Delivering and Communicating Superior Customer Value - Kotler
Definition of Marketing Contd. Social
Definition: Marketing is a societal Process by which Individuals and Groups obtain what they Need and Want through Creating, Offering and freely Exchanging Products and Services of Value with others. Managerial Definition: Art of Selling Products /Services/Information
Selling is only the tip of the iceberg
“There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker
Transaction and Exchange For Exchange to take Place
There need to be at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
Transaction is trading of value
What is/could be Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
Events and Experiences
Grand Canyon Railways
Person
Place
Adirondack National Park
Organization
Information
Idea
Needs, Wants and Demand Needs
– states of felt deprivation including physical needs for food, social needs for belonging and individual needs for selfexpression. Ex: I am hungry. Wants – form that a human need takes as shaped by culture and individual personality. Ex: I want Chinese Food. Demands – human wants backed by buying power. Ex: I have money to go to Mainland China.
Demand States 1. 2. 3. 4. 5. 6. 7. 8.
Negative Demand (Pollution) Nonexistent/No Demand (????) Latent Demand (Organized Retail, Low Price Airline, Multiplex) Faltering Demand (Postal Services) Irregular Demand (Shares, Winter Clothes) Full Demand (mostly FMCG) Overfull Demand (Remember Swift?) Unwholesome Demand (Cigarettes, Drugs)
Flows in a Modern Exchange Economy
A Simple Marketing System
Changing Business Scenario Technology Globalization Deregulation Privatization Customer Empowerment Customization Competition Industry/Product Convergence Retail Boom Disintermediation
Company Responses to Competition Reengineering Outsourcing Benchmarking Alliances Partner-suppliers Decentralization E-commercialization “Glocal”ization
Company Orientations 1
2
Production
Product Holistic Marketing
Marketing 4
Selling 3
Holistic Marketing Dimensions
The Four P’s
Marketing Mix and the Customer Four P’s Product Price Place Promotion
Four C’s Customer solution Customer cost Convenience Communication
Some Terms
Marketer and Prospect Target Market, Segmentation and Market Offering Channels (Communication, Distrbution, Service) Marketplace, Marketspace and Metamarket Product and Brand Value and Satisfaction Relationships and Networks Marketing Environment (Micro/Task, Macro)
Factors Influencing Marketing Strategy
Marketing Management Tasks
Developing marketing strategies Capturing marketing insights Connecting with customers Building strong brands
Shaping market offerings Delivering value Communicating value Creating long-term growth
MARKETING ENVIRONMENT Subhadip Roy Session 3, 4
Marketing Environment The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers.
Objectives of Studying The Environment • Know the environmental forces that affect the company’s ability to serve its customers. • Realize how changes in the demographic and economic environments affect marketing decisions. • Identify the major trends in the firm’s natural and technological environments. • Know the key changes in the political and cultural environments. • Understand how companies can react to the marketing environment.
Types of Environment • Micro-environment: actors close to the company that affect its ability to serve its customers. • Macro-environment: larger societal forces that affect the microenvironment. – Considered to be beyond the control of the organization.
Microenvironment
Microenvironment • Suppliers: – Provide resources needed to produce goods and services. – Important link in the “value delivery system.” – Most marketers treat suppliers like partners.
• Marketing Intermediaries: – Help the company to promote, sell, and distribute its goods to final buyers.
• Customers: • Competitors: – Those who serve a target market with products and services that are viewed by consumers as being reasonable substitutes
• Publics: – Group that has an interest in or impact on an organization's ability to achieve its objectives
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The Macro-environment
• The larger environment consisting of forces that shape opportunities and pose threats to the company.
Macro-environment • Demographic: – The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
• Economic: – Consists of factors like Per Capita Income, Income Distribution, Trade Duties, Taxes, etc.
• Natural: – Involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.
Macro-environment contd. • Technological: – Involves a rapidly changing scenario and considerations for technology diffusion, obsolescence, etc.
• Political: – Includes Laws, Government Agencies, and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society.
Macro-environment contd. • Culture: – The forces that affect a society’s basic values, perceptions, preference, and behaviors.
Themselves
Society’s Major Cultural Views Are Expressed in People’s Views of:
Others Organizations Society Nature
The Universe
Culture
Global Environment Session 5 Subhadip Roy
Basis for International Trade
• Classical Theories • Modern Theories • Theory of The MNC
The International Trade System • Tariffs – Levied on certain products, designed to raise revenue and protect domestic markets. • Quota systems – Limit on product categories to conserve foreign exchange and protect local industry and employment. – Embargos • Exchange controls – Imposed to limit foreign exchange with other countries and on its exchange rate against other currencies. • Non-tariff trade barriers – Biases against foreign company’s bids or product standards.
Some TRADE Bodies • The General Agreement on Tariffs and Trade (1948) designed to promote world trade by reducing tariffs and other international trade barriers. • WTO came in 1995 • European Union (EU) • North American Free Trade Agreement (NAFTA) • BIMSTEC – Bangladesh, India, Myanmar, Sri Lanka, Thailand, Bhutan and Nepal.
What is an MNC?
A Multinational corporation (MNC) or Transnational corporation (TNC) is one that spans multiple nations.
Marketer’s Definition • Multinational Firm – Focused on marketing to different countries with local adaptation of products and promotions; production localized and technology less advanced. Ex- McDonalds
• Global Firm – Involves more standardization of products and integration across countries; driven by strong foreign competition and growing homogenization of world markets. Ex- Coke, Microsoft
Global vs. Multinational GLOBAL R & D, DESIGN MANUFACTURING
MULTINATIONAL
CENTRALIZED AND STANDARD
DECENTRALIZED AND CUSTOMIZED
LIMITED LOCATIONS
MANY LOCATIONS
MANAGEMENT SALES & MKTG
CENTRALIZED AND INTEGRATED
INDEPENDENT LOCAL COUNTRY MANAGERS
CUSTOMER
GLOBAL SEGMENTS
REGIONAL SEGMENTS
AFTER-SALES SERVICE
LOCAL-SUBCONTRACTED LOCAL-COMPANY HANDLED
INTERNATIONAL MARKET ENTRY
EXPORTING-LICENSING
WHOLLY-OWNED OR J.V. LOCAL MANUFACTURING
TO GO OR NOT TO GO INTERNATIONAL THAT IS THE QUESTION YES Should I Think of Going International ?
Evaluate & Revise International Product, Pricing, Distribution, Advertising and Product Positioning & Control Strategies
Do I Have a Chance of Success Internationally? INTERNAL AUDIT
Where Should I Go First? External Environmental Analysis: Economics Political, Legal, Cultural, Technology SEGMENT
Foreign Country-Region Choice SELECT
DEVELOP
Choice of the Foreign Entry Method
MACROECONOMIC ENVIRONMENT Size – GDP, GNP, Trade – Population – Growth Rates
Corporate Capabilities & Objectives – Develop The List Of Most Economically Optimum Countries & Regions
Affordability – Per Capita GDP or GNP – Personal Income – PPP-measures
Need – – – –
Economic Need Social Need Maslow’s Concept Engel’s Law
MICROECONOMIC ENVIRONMENT Product – New – Differentiated – Existing
Corporate Capabilities & Objectives – Determine The Actual & Desired Product Positioning In Foreign Markets
Demand – Exists & Is Satisfied – Exists & Is Unsatisfied – Is Expected To Emerge
Competition – Highly Competitive – Niche Competition – Non-Existent
Microeconomic Environment Demand Structure in the Foreign Market Satisfied Needs
New To Them or New To All
Tang
Unsatisfied Needs
Emerging Needs
Bravia
Nintendo Wii
Innovative Companies
Your Product
Modified for ThemDifferentiated
Common or “Me Too”
High Cash
Whirlpool
McDonalds
Konka TV
Creative Labs
Nokia
Comp anies
PC Games
Culture • •
•
•
Language: e.g., in Canada labels must be in both English and French Colors: e.g., in Japan black and white are colors of mourning and should not be used on a product’s package Customs and taboos: e.g., McDonald’s in India serves chicken burgers as beef and pork are religiously tabooed meat Values: e.g., Americans are materialistic, Indians’ philosophy is non-materialism
• •
•
•
Aesthetics: e.g., Americans believe suntans are attractive, Japanese do not Time: e.g., Americans value punctuality and deadlines; Latin Americans consider deadlines rude and pushy Business norms: e.g., Americans are more verbose than Japanese who prefer periods of silence in negotiations Religious beliefs: e.g., in conservative Islamic countries women have less or no say in household buying decisions
Some Cultural Blunders •
Coca-Cola: – Pronunciation in China – "ko-ka-ko-la." meaning - ‘Bite The Wax Tadpole’
More Cultural Mistakes
• Coke: – 2 Litre bottles too big for Spanish fridges • Johnson’s Floor Wax: – Made Japanese floors slippery • The Japanese do not wear shoes indoors • McDonald’s: – The white face of ‘Ronald McDonald’ • A white face is seen as a death mask in Japan • Radio Shack: – Christmas Promotion in Holland in Dec 25th whereas the Dutch Celebrate St Nicholas Day on Dec 6th • Disney: – Websites for South East Asian countries are designed differently
Feedback and continually reassess
THE INTERNATIONAL MARKETING STRATEGY Understand the environmental influences on firm’s international markets Segment international markets, identify & analyse opportunities Develop appropriate international marketing Strategies for small and medium sized firms and global players
Decide marketing entry strategies and determine product portfolio Build added value through communication, distribution and pricing Using enabling technologies
Consumer Behavior Session 6 Subhadip Roy
What Influences Consumer Behavior?
Culture The fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions
Subcultures Nationalities Religions Racial groups Geographic regions Special interests
Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers
Characteristics of Social Classes
• Within a class, people tend to behave alike • Social class conveys perceptions of inferior or superior position • Class may be indicated by a cluster of variables (occupation, income, wealth) • Class designation is mobile over time
Social Factors Reference groups
Family
Social roles
Statuses
Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups
Family • Family of Orientation – Religion – Politics – Economics • Family of Procreation – Everyday buying behavior
Personal Factors Age Selfconcept
Life cycle stage
Lifestyle
Occupation
Values
Wealth Personality
Behavior changes according to life cycle stage •Family •Psychological •Critical life events
Model of Consumer Behavior
Key Psychological Processes Motivation
Perception
Learning
Memory
Motivation
• Freud’s theory • Maslow’s hierarchy of needs • Herzberg’s two-factor theory
Maslow’s Hierarchy of Needs
Perception Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
Consumer Buying Process Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase Behavior
Sources of Information Personal
Commercial
Public
Experiential
Non-compensatory Models of Choice
• Conjunctive • Lexicographic • Elimination-by-aspects
Perceived Risk
• Functional • Physical • Financial
• Social • Psychological • Time
Other Theories of Consumer Decision Making
Involvement • Elaboration Likelihood Model • Low-involvement marketing strategies • Variety-seeking buying behavior
Decision Heuristics • Availability • Representativeness • Anchoring and adjustment
Consumer Behavior Session 6B Subhadip Roy
Key Psychological Processes
Motivation
Perception
Learning
Memory
Motivation
• Freud’s theory (The Unconscious) • Maslow’s hierarchy of needs • Herzberg’s two-factor theory (Motivators and Hygiene Factors)
Maslow’s Hierarchy of Needs
Perception Process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world.
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
Learning • Involves changes in an individuals behavior arising out of experience. – Drive: Internal stimulus impelling action – Cues: Minor stimuli determining response – Discrimination: Distinguishing between different sets of stimuli and adjusting responses
Memory • Short and Long Term • Associative Network Theory • Memory Storage and Retrieval
Consumer Buying Process Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase Behavior
Sources of Information
Personal
Commercial
Public
Experiential
Information Search • • • • •
Total Set Awareness Set Consideration Set Choice Set Purchase Decision
Evaluation of Alternatives • Beliefs and Attitudes • Expectancy Valued Model • Product: Camera, Airlines, Motorbike, Perfume
Purchase Decision
• Non-Compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspects
Perceived Risk
• Functional • Physical • Financial
• Social • Psychological • Time
Post-purchase
• Satisfaction • Post-purchase Actions • Post-purchase Use and Disposal
Other Theories of Consumer Decision Making Involvement • Elaboration Likelihood Model • Low-involvement marketing strategies • Variety-seeking buying behavior
Decision Heuristics • Availability • Representativeness • Anchoring and adjustment
ANALYZING BUSINESS BUYING BEHAVIOUR
Session 7 SUBHADIP ROY
DEFINITION • Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.
Difference with Consumer Buying • Market Structure: – Contains fewer but larger buyers. – Customers are more geographically concentrated. – Reciprocal Buying – Leasing
Difference with Consumer Buying
• Demand: – Derived demand – Inelastic demand – Fluctuating demand
Difference with Consumer Buying • Nature of the Buying Unit: – Business purchases involve more decision participants. – Business buying involves a more professional purchasing effort. – Multiple Sales Call
Types of Buying Situations Straight Rebuy
The buyer routinely reorders something without any modifications.
Modified Rebuy
The buyer wants to modify product specifications, prices, terms, or suppliers.
New Task
The buyer purchases a product or service for the first time.
Influences on Business Buyer Behavior
Model of Business Buyer Behavior
The Buying Center • Decision-making unit of a buying organization is called its buying center. • Buying Center Members: – – – – – – –
Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
Buying Center Influences
• Different Backgrounds • Different Needs
Buying Center Targeting • Customer Types – – – –
Price Oriented Solution Oriented Gold-Standard Strategic-Value
• Solutions – To Enhance Revenue – To Decrease Risk – To Reduce Cost
Purchasing/Procurement Process • Purchasing Orientation – Buying Orientation – Procurement Orientation – SCM Orientation
• Purchased Product Types – – – –
Routine Products Leverage Products Strategic Products Bottleneck Products
Procurement Orientation
SCM Orientatio n
The Business Buying Process
e-Supplier Search
eSolutions
Partial e-Procurement
Order Routine Specification and Inventory • Stockless purchase plans • Vendor-managed inventory • Continuous replenishment Desirable Outcomes of a B2B transaction: OTIFNE • On time • In full • No error
Factors Affecting Buyer-Supplier Relationships • • • •
Availability of alternatives Importance of supply Complexity of supply Supply market dynamism
Categories of Buyer-Seller Relationships • Basic buying and selling • Bare bones • Contractual transaction • Customer supply
• Cooperative systems • Collaborative • Mutually adaptive • Customer is king
Institutional B2B
Govt. Purchas e
Thank You, Class