.

660

1
..
30 2551

: 1
Concept

1
:
Market (n) : Customergroup ();

(v)

PR , ,
: Creating Products of Value, Distributing,
Communicating and Setting Correct Prices.

Marketing :

Marketing Management :

Management :


-


.660 .. 1 30 .. 51
MPPM 13 2

Market Segment

Total Market

Market Segment
Segment
Segment

Segment




(Market Position)

.660 .. 1 30 .. 51
MPPM 13 2

Segmentation : Segment

Segment

Segment

Targeting

Positioning :

Ex:

Positioning
(Differentiation)
2

Commondity

Undifferent
Commodity
1.

T P (Segmentation/Targeting/Positioning)

Strategic Marketing

.660 .. 1 30 .. 51
MPPM 13 2

2.

Marketing Mix + 4

Ps

: Product, Price, Place,

Promotion (

)
Tactical Marketing
Promotion :



.

T P

? ( Key)
Value (Mgt.) =

Value (Fin.)

Value (Mktg) =

, Customer

?
?
Value :

:
.660 .. 1 30 .. 51
MPPM 13 2

Feedback

Zero Defects

3 Vs

Approach to Marketing : 3

(Value

Segment)


(Value Proposition)

.660 .. 1 30 .. 51
MPPM 13 2

(Value

Network)

Benchmarks

Core Business Processes

Value Chain :

.660 .. 1 30 .. 51
MPPM 13 2

Characteristics of Core Competencies

Core

Line

Challenges Facing CMOs

PR

-


Levels of a Marketing Plan :

.660 .. 1 30 .. 51
MPPM 13 2

1.

Strategic

: +

: Strategic

Segmentation

Targeting
Positioning

2.

Tactical :

CSR

.660 .. 1 30 .. 51
MPPM 13 2

)


: Tactic


Tactic

Corporate Headquarters Planning Activities

SBUs-Strategic
Business Unit Business

Skin Care SBU

SBU Product
Service

SBU
Product

.660 .. 1 30 .. 51
MPPM 13 2

Good Mission Statements :

1 2

?

Major Competitive Spheres :

.660 .. 1 30 .. 51
MPPM 13 2

Dimensions That Define A Business : Define

3
Customer Groups
?
Customer Needs

Technology

Competency

Needs :

?
EX:
Competencies

Competencies

Competencies
Characteristics of SBUs

.660 .. 1 30 .. 51
MPPM 13 2

, ,

Organization :

Culture

Policies

Structure

3

Market Opportunity Analysis

MOA

.660 .. 1 30 .. 51
MPPM 13 2

Goal Formulation and MBO :

KPI

.660 .. 1 30 .. 51
MPPM 13 2

Porters Generic Strategies :

Categories of Marketing Alliances :

Marketing Plan Contents :

.660 .. 1 30 .. 51
MPPM 13 2

 3
Gathering Information and Scanning the
Environment

Q 1 :

Macro

.660 .. 1 30 .. 51
MPPM 13 2


Internal Records :








Steps to Improve Marketing Intelligence :

Feedback

.660 .. 1 30 .. 51
MPPM 13 2

Needs &

Trends :

Fad -

Trend

Fad

Megatrend -

CSR

10
10 Megatrends Shaping the Consumer Landscape

Online

.660 .. 1 30 .. 51
MPPM 13 2

Environmental Forces :

Population and Demographics :

!!!!!

8
.660 .. 1 30 .. 51
MPPM 13 2

Identifying Market

SEGMENTS & TARGETS

: Segments

/ ?

EX:

1


?
Four Levels of Micromarketing :

On
Line

.660 .. 1 30 .. 51
MPPM 13 2

Segment Marketing :
Segment

Segment

Needs

Wants :

Flexible Marketing Offerings :

Naked Solution
Discretionary Options

.

.

The Experience Economy :

.660 .. 1 30 .. 51
MPPM 13 2

Band

Band

Customerization :

Segmenting Consumer Markets :

Demographic Segmetation :
&
,

Behavioral Segmentation :
.660 .. 1 30 .. 51
MPPM 13 2

- OK

- Band
- Band
Segmenting for Business Markets :

.660 .. 1 30 .. 51
MPPM 13 2

Models of Sequential Segmentation :
*

?
*

*
Steps in Segmentation Process :

.660 .. 1 30 .. 51
MPPM 13 2

Effective Segmentation Criteria :
*
*

*

*
*

10

Crafting the Band Positioning

:

(3 100)

Band
Leo
Crafting The Band :

.660 .. 1 30 .. 51
MPPM 13 2

Marketing Strategy : 3

Segmentation
Targeting
Positioning
Positioning :

Value Propositins :

Perdue Chicken :

.660 .. 1 30 .. 51
MPPM 13 2

Dominos :
30

:

OK

Writing a Positioning Statement :

EX:

:


Defining Associations :

Points-of-Dirrerece
Points-of-Parity
PODs

POPs

.660 .. 1 30 .. 51
MPPM 13 2

Band

Band

Convering Category Membership :

EX:

BMW

Category

.660 .. 1 30 .. 51
MPPM 13 2

10

7 2551

10 : Band
Positioning
Segment

Positioning

Band
.660 .. 1 30 .. 51
MPPM 13 2

Sim Band

Pods

Pepsi

Fanta

(Modern Marketing Concept)

(Marketing Mixed)
Product , Price, Place, Promotion
Service
1.

(Product)

.660 .. 1 30 .. 51
MPPM 13 2

2.

(Price)

3.
(Place/ Distribution Channel

4. Promotion
(Total Communication)

Product Price Place Promotion

.660 .. 1 30 .. 51
MPPM 13 2