Beruflich Dokumente
Kultur Dokumente
NG
DECISION
MAKING
Marketing and Customer
Service Stories
A distinguished-looking
gentleman in blue jeans
walks into a bank and
asks the teller to make a
specific transaction.
Marketing and Customer
Service Stories
Price
Promotion
Place
Marketing Mix.
Turn the 4 P’s into 9 P's
Themarketing mix is the set
of controllable, tactical
marketing tools that the firm
blends to produce the
response it wants in the
marketplace.
Marketing Mix.
Turn the 4 P’s into 9 P's
Consists of everything
controllable, tactical the
firm can do to influence
demand for the product.
Turns into 7P’s
1. Planning or Process
2. People (Target Market)
3. Product- The goods and service
combination the firm offers to the target
market. Includes variety of product mix,
features, designs, packaging, sizes,
services, warrantees and return policies.
4. Price- The price consumers are willing
to pay. Retail price/wholesale,
discounts, trade-in allowances, credit
terms, quantity discounts, credit terms,
sales and payment periods.
Turns into 7P’s
5.Promotion-
The activities that
promote and
communicate the merits
of the overall product.
Marketing Mix.
Turn the 4 P’s into 9 P's
Promotion Includes
A. Personal Selling
or Sales Force
B. Advertising
C. Sales Promotion –
Samples, coupons, premiums, cash refunds,
demos, point-of-purchase materials, display
allowances, trade shows, sales rep contests
Marketing Mix.
Turn the 4 P’s into 9 P's
Promotion Includes
D. Public Relations
E. Direct Marketing
Direct mail, direct-response,
database management,
catalogs and telemarketing
P>W>R>C>U
P >C
Turns into 7P’s
6. Place/Distribution-
The company’s activities
that make the product
available to the target
market. Includes channel
of distribution, geographic
coverage, locations,
inventory, transportation
and logistics.
Turns into 7P’s
7. Partners/Alliances-
The joint relationships
involving cooperation and
responsibilities. Involves
several duties including
products, distribution and
promotion functions.
Marketing’s Role
R & D Department:
Interested in making new discoveries. Like Ronco, but
can they sell? Sometimes they expect marketing people
to find markets for their new concepts and inventions..
Engineering Department:
Looking for design simplicity
and economy.
Purchasing Department:
Looks for economy in purchasing and not
always quality.
Manufacturing Department:
Wants to keep costs low, fewer models and keep the
assembly line moving.
Marketing’s Role:
Inventory Department:
Keep inventory costs low, fewer models. Hold down
carrying costs. Doesn’t always look at the costs of
stock-outs.
Finance Department:
Keep company’s expenses down. Generate good
ratios.
Accounting Department:
Not always willing to analyze sales and costs.
What about marketing territory info? Pricing?
Credit Department:
Look at keeping costs down. Bad debt.
Integrated Marketing
When all of the company’s
departments work together to
serve the customer’s interests.
Unfortunately,not all
employees are trained or
motivated to work for the
customer.
Integrated Marketing
Two levels:
◆ The various marketing functions
of marketing research, planning,
sales force, advertising,
product/brand management,
pricing and promotion work
together.
◆ “Think Customer”: Marketing
must be well-coordinated with the
other departments.
Integrated Marketing
Target
Markets/Groups and
Marketing Needs.
Every
major industry was once a
growth industry.
Marketing Myopia