MARKETING II
1
,TABLE OF CONTENTS
INTRODUCTION...................................................................................................................................... 3
SESSION 1 .............................................................................................................................................. 4
1. NOTHING IS MORE IMPORTANT THAN MARKETING ....................................................................................... 4
2. WHAT IS A MARKETING STRATEGY ........................................................................................................... 5
3. WHAT IS A STRATEGIC MARKETING PLAN? ................................................................................................. 5
4. THE MARKETING PLANNING PROCES ......................................................................................................... 6
SESSION 2 .............................................................................................................................................. 7
1. PROBLEM ANALYSIS ............................................................................................................................. 7
2. OBJECTIVES........................................................................................................................................ 7
3. EXTERNAL ANALYSIS ............................................................................................................................. 9
SESSION 3 ............................................................................................................................................ 15
1. INTERNAL ANALYSIS (MICRO-LEVEL) ....................................................................................................... 15
2. SWOT & CONFRONTATION ................................................................................................................. 18
SESSION 4: STRATEGIC CHOICE ............................................................................................................. 20
1. PORTER’S GENERIC STRATEGIES ............................................................................................................. 20
2. TREACY AND WIERSEMA’S VALUE DISCIPLINES .......................................................................................... 21
3. ANSOFF’S GROWTH STRATEGIES ............................................................................................................ 22
4. BLUE OCEAN STRATEGY ...................................................................................................................... 23
5. SFA ............................................................................................................................................... 25
6. SUMMARY ....................................................................................................................................... 26
SESSION 5: SEGMENTING – TARGETING – POSITIONING (STP)................................................................ 27
1. SEGMENTING ................................................................................................................................... 27
2. TARGETING ...................................................................................................................................... 30
3. POSITIONING.................................................................................................................................... 31
SESSION 6: MARKETING MIX, IMPLEMENTATION AND EVALUATION ..................................................... 34
1. MARKETING MIX .............................................................................................................................. 34
2. IMPLEMENTATION ............................................................................................................................. 42
3. EVALUATION .................................................................................................................................... 42
2
,INTRODUCTION
Internal and
external analysis
x
Nothing is more important than marketing:
• Marketing is much more than just selling products
• “The purpose of a Business is to create and keep a customer.” – Peter Drucker
- Because its purpose is to create a customer, the business enterprise has two -and only these
two- basic functions: marketing and innovation
- Marketing and innovation create results, all the rest are ‘costs’
• “Business is about solving people’s problems – at a profit.” – Paul Marsden
Example: (slide 31)
3
, SESSION 1
1. Nothing is more important than marketing
1.1. Customer value is central to strategic marketing
Customer value
= customer perceived benefit – customer perceived cost
= difference between the entirety of benefits that customers receive in their own eyes and the costs
involved in obtaining those benefits
Important: perceived: if they perceive Starbucks as better than Dunkin’ Donut’s, then that is their own
perception
Examples: slides 34-36
Commoditization: the process in which people no longer see the difference between two companies
1.2. Marketing orientation
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” – Theodore Levitt
• A marketing manager basically should not involve himself or herself with strategic decisions
- It’s also about spending enough money/advertising budget to make the product sell itself
• The quote is a selling advertisement
• Marketing myopia: only have attention for creating a good product and you don’t look at what
customers really needs
- Focus on the product and not the customer
- It’s hard to create value purpose
• Marketing is about discovering the needs of the customers, creating a product that meets these
needs so that it creates value for the customer and gets value back from the customer
• It’s not creating needs but fulfilling the needs of the customer
Adopting a marketing orientation (rather than selling orientation) helps create value and reduces the
impact of low prices
On the condition that marketing is sound.
• Control over marketing
• Gut-feelings
1.3. Sound marketing
Example: flights:
• Pricing
• Flight schedules
• On-board service
• Ground service
• …
4
1
,TABLE OF CONTENTS
INTRODUCTION...................................................................................................................................... 3
SESSION 1 .............................................................................................................................................. 4
1. NOTHING IS MORE IMPORTANT THAN MARKETING ....................................................................................... 4
2. WHAT IS A MARKETING STRATEGY ........................................................................................................... 5
3. WHAT IS A STRATEGIC MARKETING PLAN? ................................................................................................. 5
4. THE MARKETING PLANNING PROCES ......................................................................................................... 6
SESSION 2 .............................................................................................................................................. 7
1. PROBLEM ANALYSIS ............................................................................................................................. 7
2. OBJECTIVES........................................................................................................................................ 7
3. EXTERNAL ANALYSIS ............................................................................................................................. 9
SESSION 3 ............................................................................................................................................ 15
1. INTERNAL ANALYSIS (MICRO-LEVEL) ....................................................................................................... 15
2. SWOT & CONFRONTATION ................................................................................................................. 18
SESSION 4: STRATEGIC CHOICE ............................................................................................................. 20
1. PORTER’S GENERIC STRATEGIES ............................................................................................................. 20
2. TREACY AND WIERSEMA’S VALUE DISCIPLINES .......................................................................................... 21
3. ANSOFF’S GROWTH STRATEGIES ............................................................................................................ 22
4. BLUE OCEAN STRATEGY ...................................................................................................................... 23
5. SFA ............................................................................................................................................... 25
6. SUMMARY ....................................................................................................................................... 26
SESSION 5: SEGMENTING – TARGETING – POSITIONING (STP)................................................................ 27
1. SEGMENTING ................................................................................................................................... 27
2. TARGETING ...................................................................................................................................... 30
3. POSITIONING.................................................................................................................................... 31
SESSION 6: MARKETING MIX, IMPLEMENTATION AND EVALUATION ..................................................... 34
1. MARKETING MIX .............................................................................................................................. 34
2. IMPLEMENTATION ............................................................................................................................. 42
3. EVALUATION .................................................................................................................................... 42
2
,INTRODUCTION
Internal and
external analysis
x
Nothing is more important than marketing:
• Marketing is much more than just selling products
• “The purpose of a Business is to create and keep a customer.” – Peter Drucker
- Because its purpose is to create a customer, the business enterprise has two -and only these
two- basic functions: marketing and innovation
- Marketing and innovation create results, all the rest are ‘costs’
• “Business is about solving people’s problems – at a profit.” – Paul Marsden
Example: (slide 31)
3
, SESSION 1
1. Nothing is more important than marketing
1.1. Customer value is central to strategic marketing
Customer value
= customer perceived benefit – customer perceived cost
= difference between the entirety of benefits that customers receive in their own eyes and the costs
involved in obtaining those benefits
Important: perceived: if they perceive Starbucks as better than Dunkin’ Donut’s, then that is their own
perception
Examples: slides 34-36
Commoditization: the process in which people no longer see the difference between two companies
1.2. Marketing orientation
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” – Theodore Levitt
• A marketing manager basically should not involve himself or herself with strategic decisions
- It’s also about spending enough money/advertising budget to make the product sell itself
• The quote is a selling advertisement
• Marketing myopia: only have attention for creating a good product and you don’t look at what
customers really needs
- Focus on the product and not the customer
- It’s hard to create value purpose
• Marketing is about discovering the needs of the customers, creating a product that meets these
needs so that it creates value for the customer and gets value back from the customer
• It’s not creating needs but fulfilling the needs of the customer
Adopting a marketing orientation (rather than selling orientation) helps create value and reduces the
impact of low prices
On the condition that marketing is sound.
• Control over marketing
• Gut-feelings
1.3. Sound marketing
Example: flights:
• Pricing
• Flight schedules
• On-board service
• Ground service
• …
4
