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Marketing
Creating, communicating, and delivering
value to customers.
Managing customer relationships
that benefit
the organization and its stakeholders.
1-1
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
2-2
Develop Core Competencies
• A source of competitive advantage
• Applications in a wide variety of markets
• Difficult to imitate
2-3
Environmental Assessment
• Size
• Growth rate
• Age distribution
• Ethnic mix
• Household
patterns
• Regional
characteristics
• Movement
• Educational
levels
3-4
Population and Demographics
• For many businesses in Lethbridge the
critical issue is whether the population
base can sustain the business.
• Will 70,000 people sustain you?
• How can you test this?
3-5
Marketing Research Flowchart
Understanding
of problem
Good
Objective
answers by
asking?
Poor EXPLORATORY or
SECONDARY
RESEARCH
No
OBSERVATIONAL
RESEARCH
No
FOCUS GROUPS
Yes
SURVEY
Yes
Need estimates
of prevalence?
Enhancing Customer Bonds
Add financial
benefits
Add social
benefits
Add structural
ties
5-7
Good Targeting…
• Identify and profile distinct groups of buyers
who differ in their needs and preferences.
• Select one or more market segments to
enter.
• Establish and communicate the distinctive
benefits of the market offering.
8-8
Consumer Desirability Criteria
Relevance
Distinctiveness
Believability
10-9
Differentiating your Product
• Product form
• Style
• Features
• Design
• Performance
• Ordering ease
• Conformance
• Delivery
• Durability
• Installation
• Reliability
• Customer training
• Reparability
• Customer consulting
• Maintenance
12-10
Pricing
1: Determine your Objective
2: Determine Demand
3: Estimate Costs
4: Analyze Competition
5: Select a Pricing Method
6: Select the Final Price
14-11
Consumer Marketing Channels
15-12
Retail Positioning Map
16-13
Advertising Diagnostics
17-14
Low
Involvement
High
Involvement
Foote, Cone & Belding (FCB) Grid
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
17-15
Direct Marketing Channels
Catalogues
Direct mail
Telemarketing
Email marketing
Web sites
Mobile devices
19-16
Five Modes of Entry into Foreign Markets
Indirect
exporting
Direct
exporting
Licensing
Joint
ventures
Direct
investment
Commitment, Risk, Control, Profit Potential
21-17
Marketing at the Corporate Level
• To promote a culture of customer orientation
• To be an advocate for the customer
• To assess market attractiveness
• To develop firm’s overall value proposition,
the vision, and articulation of how it delivers
superior value to customers.
22-18