Beruflich Dokumente
Kultur Dokumente
MANAGEMENT (MKTG-201)
https://hbsp.harvard.edu/import/599061
Syllabus
Submit your weekly reports and final report from week 4-8 on
BBlearn
Grading
Recitation Grading
40% (40 pts) of your final grade on MKTG-201
Situation Analysis
(SWOT-Internal and External Analysis: context,
competitors, customers, collaborators, and company)
Marketing Strategy
(STP- Segmentation, Targeting, and Positioning.
Determine the value proposition)
Marketing Mix
(4Ps- Product, Place, Price, Promotion.
Determine how to deliver value)
The Marketing Mix – 4 P’s
Product Place
Target
market
Price Promotion
The Marketing Mix – 4 P’s
1. Product
Is it creating any value?
Is it meeting customer needs?
Is it satisfying needs better than
competitors?
Can be both a product or service
The Marketing Mix – 4 P’s
2. Price
Cost of production
Consistency with brand image
Market price (supply and demand)
The Marketing Mix – 4 P’s
3. Place (Distribution)
A.Advertising
• Increase product awareness
• Influence consumer perception (brand
image)
Promotional mix
B. Sales Promotion
Make the consumer take action (purchase)
• Coupons (vs lowering the price?)
• Helps you determine the price sensitive
customers
• Trial sizes
• Helps consumers to observe the quality at
low cost
• Value – added (eg. buy one, get one free)
• Effect on brand image and perceived
quality
Promotional mix
C. Personal Selling
• One-on-one sales facilitation
• Sometimes it’s not the product but the relationship
that generates utility for consumers
• Usually with products or services that are
• Expensive – Lexus, BMW, Ferrari
• Complex – HI FI stereos, computer systems
• Ongoing – Business, life insurances
Promotional mix
Why do this?
Market Segmentation - Principles
• Segmentation Variables
– Geographic
– Demographic
– Psychographic
– Behavioral
– Other (anything!)
– Measurable
– Accessible
– Substantial
– Differentiable
– Actionable
Targeting Segments - Overview
Positioning
eBay’s positioning: No
matter what “it” is, you
can find “it” on eBay!
A Finder: Identifies as a
facilitator not a seller
unlike Amazon. They
even use auction to
facilitate.
Positioning Strategy
• Competitive advantages
• Points of Parity
• Points of Difference => Differentiation