strategic brand mgt wk1b bm intro m and cb-1

strategic brand mgt wk1b bm intro m and cb-1 - v Strategic...

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v 12/08/2000 v Strategic Brand Management
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v 12/08/2000 Overview v What is Marketing? v The Four P’s of Marketing v Market Segmentation v Marketing Orientation v Consumer Behavior
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v 12/08/2000 What is Marketing? v Marketing is a set of human activities directed at facilitating and consummating exchanges ( Kotler, 1971) v 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 organizational objectives (AMA, 1985)
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v 12/08/2000 What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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v 12/08/2000 What is Marketing? The Marketing Concept v An organization aims its efforts at satisfying its customers needs - at a profit v Purpose: o To understand consumers’ needs and wants o To create customer value o To operate more effectively than competitors
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v 12/08/2000 Profi t Cust omer Satis facti on Total Com pany Effor The Marketing Concept What is Marketing? The Marketing Concept
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v 12/08/2000 The Four P’s of Marketing “The Marketing Mix” Produc t Plac e Pric e Promotio n
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v 12/08/2000 The Four P’s of Marketing Product - Physical good - Product line - Service - Packaging - Features & Accessories - Branding - Installation - Instructions - Warranty / Guaranty
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v 12/08/2000 The Four P’s of Marketing Place - Channel type - Market exposure - Kinds of middlemen - distributors and retailers - Kinds and locations of stores - Service levels - Transportation and storing
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v 12/08/2000 The Four P’s of Marketing Promotion - Advertising - Public Relations and - target customers Publicity - kinds of ads - media type - Selling - Sales Promotion - trade - consumer
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v 12/08/2000 The Four P’s of Marketing Price - Objectives - Discounts & Allowances - Geographic terms - Economic vs. Marketing priorities - costs and revenues - price as a “marketing tool” for a competitive advantage - Management level over the Product Life Cycle
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v 12/08/2000 Market Segmentation v What is market segmentation? The process of dividing a potential market into distinct subsets of consumers and
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strategic brand mgt wk1b bm intro m and cb-1 - v Strategic...

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