mktg1001 wk8 - Marketing Principles This week Chapter 8 )...

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MKTG1001: Semester 1 Marketing Principles This week… Products (Goods, services, experiences) Brands and Brand Equity Chapter 8
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MKTG1001: Semester 1 Operating in a dynamic environment: Its position within the industry and the influences of macro change Where we were. .. The firm (Strengths: resources, brands, products, finance, culture) Develop an appropriate strategy (Considering the 3C’s and the environment) Using its knowledge of consumers ( From consumer behaviour and market research/information) Select a target market/s and set positioning (And then proceeds to implementation 4Ps/7Ps)
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MKTG1001: Semester 1 Product is connected to Target Market and Positioning TARGET MARKET POSITIONING PRODUCT MIX and PRODUCT ATTRIBUTES OTHER SUPPORTING MARKETING MIX ELEMENTS
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MKTG1001: Semester 1 From now on, a change in emphasis Before the exam After the exam Strategy and planning Understanding the market Understanding consumers Implementation Day-to-day operations Early in your career After about 10 years or so
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MKTG1001: Semester 1 The marketing mix
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MKTG1001: Semester 1 Milo A Marketing Case Study
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MKTG1001: Semester 1 About Nestle and Milo Milo is now sold in 30 countries, with over $500 million in sales Built brand thru cinema + TV advtg
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MKTG1001: Semester 1 Classic Product Management and Brand Development Successful base product Build brand equity with advertising and other promotions Leverage brand equity with line extensions and brand extensions Maintaining clear and distinct positioning Ongoing proactive management of brand and products
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MKTG1001: Semester 1 What is a Product?
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MKTG1001: Semester 1 What is a product? Anything offered to the market for use or consumption Physical goods Services Experiences Biscuits, laptop, furniture, books Banking, transport, education, phone calls Holidays, concerts, sports, movies
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MKTG1001: Semester 1 Other Product Categories Event marketing Person Marketing Political Marketing Cause-related Marketing Not-for-profit Marketing Experiences Marketing
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MKTG1001: Semester 1 Event Marketing Includes sporting events like the Olympics and the Soccer World Cup A recent example is the Easter Show in Sydney These are products in their own right, as well as providing sponsorship opportunities
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MKTG1001: Semester 1 Person Marketing Developing and building a high profile of an individual to generate $’s
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MKTG1001: Semester 1 Political Marketing Marketing of the politician or political messages
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MKTG1001: Semester 1 Cause-related Marketing Designed to change social attitudes Drink driving Drugs, gambling Firms may use to support charities, e.g. McHappy Day
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MKTG1001: Semester 1 Not-for-profit Marketing Charities RSPCA Education Professional Associations Churches
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This note was uploaded on 08/18/2011 for the course MKTG 1001 taught by Professor ? during the Three '09 term at University of Sydney.

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mktg1001 wk8 - Marketing Principles This week Chapter 8 )...

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