Beruflich Dokumente
Kultur Dokumente
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Agenda
Prayer
Report from the Pres. or Corpsec.
Business Information
Lecture
Final Activity
JOLLIBEE STORY
REALIZATION
Chapter 1
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Class Questions:
What is marketing?
What can marketers market?
What types of decisions do marketers
make?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing and Exchange
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Class Questions:
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
What Can We Market?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
What Can We Market?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Orientations
Product/Production
Build a better mousetrap
Selling Orientation
Lets make a Deal
Marketing/Customer
Building relationships with the customer
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Discussion Question
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing is the Business
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
Customers
Who are they?
What are they like?
Do we want to draw different customers?
Company
What are our strengths and weaknesses?
What customer benefits can we provide?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
Context
What is happening in our industry that might
reshape our future business?
Collaborators
Can we address our customers needs while
strengthening our B2B partnerships?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
Competitors
Who are the competitors we must consider?
What are their likely actions and reactions?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
Segmentation
Customers arent all the same; they vary in
their preferences, needs, and resources
Targeting
Attracting some of those customers makes
better sense than going after others
Positioning
Communicate your benefits clearly to your
intended customers
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
Product
Will customers want what your company is
prepared to produce?
Price
Will customers pay what youd like to
charge?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing Framework
Place
Where and how will customers purchase
your market offering?
Promotion
What can you tell your customers or do for
them to entice them to purchase?
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Framework Considerations
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Discussion Question
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Shopping
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Shopping
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Purchase Decision Making
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Models for How Buyers Decide
Lexicographic method
Compare brands by most important
attribute; brands that make the cut go into
consideration set; then compare on next
important attribute, etc.
Average method
One attribute cant make or break a brand
Use attribute importance
Assists with segmentation
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B2B Customers
Classifications
Installations
Accessories
Raw materials
Components
Business services
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From Marketing Management of D.
Iacobuchi
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Book Map Layout
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Discussion Question
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Assignment 2