Product Development: sales are 0, investment costs mount
Introduction: slow sales growth, profits nonexistent. Low sales, high cost per customer, negative profits,
innovator customers, few competitors. Objective is to create product awareness and trial. O
Segmentation, Targeting, and
There is no single way
to segment a market.
Consumers differ in
their wants, resources,
attitudes, and buying
A marketer has to
Direct and Online Marketing
Any direct communication to a consumer
or business recipient designed to generate
obtain an immediate response (e.g., order,
request for information)
cultivate lasting cus
Segmentation, Targeting and
MKTG 2270.2 E
February 2nd, 2015
Dividing a market into groups with distinct
needs, characteristics, or behaviors that might
Pricing Strategies and Tactics
March 16th, 2015
Price-Forms of Prices
Value exchanged for something of value
The only element of the marketing mix which
creates revenue for the firm.
2005 ANNUAL REPORT
RUTHS CHRIS STEAK HOUSE, INC.
BOARD OF DIRECTORS
Robin P. Selati
Chairman of the Board,
Madison Dearborn Partners
Carla R. Cooper
Senior Vice President, QTG Sales
Bannus B. Hudson
Marketing Strategy and the
Elements of the Marketing Environment:
Forces that affect the ability to build and
maintain successful relationships with
Environmental Audits and
MKTG 2270.2 E
Sobey School of Business
January 14th, 2015
Processes in a Marketing Plan
Where are We Now?
Where Do We Want to Go?
How Do We Get There?
Social Responsibility and Ethics
A system of moral principles and values that can result in
duties or obligations.
Everyone has their own ideas about what is right or wrong
Influenced and determi
Information to Gain
More than 60 years ago, P&Gs Tide revolutionized
the industry as the first detergent to use synthetic
compounds rather than soap chemicals for cleaning
P&G was on a consumer
Case Analysis For Entrepreneurial Leadership At Maritime Bus
Environmental Scan CREST(N)
o Profitability in the busing industry was generally easier to achieve in dense
o Over the next eight years, commuters began shifting away from bu
Matt Moreau's Dilemma
A. Situational Assessment
The line operations department is well-respected and influential within the
company, but it has very little real power or authority. Currently, the department
need to get good people, preferably those with s
Donglegate: Candour Through Social Media
Situational Assessment / Environmental Scan
- The technology oriented industry are dominated by men. Even girls have interest
in science, technology, engineering and math, few of them pick computer sc
Analyzing the Marketing
Responding to the Marketing
There are three kinds of companies: those
who make things happen, those who
watch things happen, and those who
wonder whats happened.
The Marketing Environment
Developing and Managing
Products and Services
What is a product?
Items you can actually touch
Reebok Shoes, Coca-Cola, Cheetos
Intangible consumer benefits
Air travel, banking, insurance,
Communicating Customer Value:
Advertising & Public Relations
The Promotion Mix
The specific blend of communication tools:
Used to influence attitudes and beha
Supply Chain Management
This supply chain consists of upstream and downstream
Upstream partners include raw material suppliers, components,
parts, information, finances, and expertise to create a product
Understanding Consumer and
Business Buyer Behaviour
Model of Consumer Behaviour
It is important for marketers to understand how
consumers think, feel, and behave.
Consumer buyer behaviour
The process individuals or groups go through to select,
This was an Test Given in Winter 2014
Answer each of the following questions in the space
provided on the test. Please be clear and concise with your answers.
There are 6 questions on this exam. Total value is 25 Marks. It is
MKTG 2270.2 E
January 21st , 2015
Consumer Buying Behavior
What Influences Consumer Behavior?
Consumer buying behavior:
The buying behavior of individuals and households
who buy goods and services
Marketing Environment: includes the actors and forces outside marketing that affect marketing
managements ability to build and maintain successful relationships with customers.
- Strengths, Weaknesses, Opportunities, and Threats. The goal is
Marketing is a process by which companies create value for customers and build strong customer
relationships to capture value from customers in return.
To create value, we use the Marketing Process
1. Market place find the needs/wants of the customers.
Market Segmentation involves dividing the market into smaller groups with distinct needs,
characteristics, or behaviours that might require separate marketing strategies or mixes.
- Segmenting consumer markets, segmenting business markets, segmenting inte
Retailing includes all the activities in selling products or services directly to final consumers for their
person, non-business use. Retailers are businesses whose sales come primarily from retailing
Major Store Retailer Types
Specialty: MEC, Body Shop.
Strategic Planning: the process of developing and maintaining a strategic fit between the organizations
goal and capabilities and its changing marketing opportunities. It sets the stage for the rest of the
planning in the firm.
1. Defining a Market-Orient
BUSINESS TO BUSINESS MARKETING (B2B)
Boeing markets to airlines, cargo companies, military. They dont necessarily market to the consumers.
Business buyer behaviour: refers to the buying behaviour of the organizations that buy goods and
services for use in
MIS provides information to the companys marketing and other managers and external partners such as
suppliers, resellers, and marketing service agencies.
MARKETING RESEARCH PROCESS
1. Defining the problem and research objectives
a. Exploratory research
Upstream Partners include raw material suppliers, components, parts, information, finances, and
expertise to create a product or service
Downstream Partners include the marketing channels or distribution channels that look toward the
Product is anything that can be offered in a market for attention, acquisition, use, or consumption that
might satisfy a need or want.
Services are any activity or benefit that one party can offer to another that is essentially intangible and
does not res