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Things that Matter Marketing and Customers - Overview Stage by Stage Breakdown Stage 1 Marketing Concepts and principles Stage 2 Markets and Customers Stage 3 The Customer Revolution 1 Things that Matter Marketing and Customers Purpose and Objectives • To develop an understanding of marketing principles • To understand the interfaces between customers and organisations and the link between marketing and customer development • To practice techniques in analysing marketing concepts • To apply marketing principles in developing a business case • To understand the relationship between marketing, strategic development, financial management, people and internal processes and alignments • To start to apply the principles of marketing to our work at each level within RoadTek • To further develop an understanding customer service • To enhance the development of a customer oriented culture in RoadTek 2 Things that Matter Marketing and customers - Session Outline Stage 1 Introduction and Outline Current Understanding and Strategic Fit Moments of Truth Marketing Strategy Plan Development Where to from here? 3 The Marketing Process Market Opportunity Analysis Marketing Strategy Target Market Strategy Marketing Objectives Marketing Mix: Product; Place; Promotion; Price Environmental Scanning Organisation Mission Implementation Evaluation 4 Stage 1 Session Marketing Concepts 5 Production–Oriented and Marketing-Oriented Managers have different views of the Market A Production-oriented manager sees everyone as basically similar and practices “mass marketing” A Marketing-oriented manager sees everyone as different and practices “target marketing” 6 Three Management Orientations • The orientations of most organisations can be charactertised into one of three classifications: Production orientated Sales orientated Marketing orientated 7 Production Orientation • A production orientation organisation assumes that consumers will respond favourably to good products that are reasonably priced. • The production orientation has the following characteristics: Inward looking Traditional Conservative Paternalistic Finds change difficult e.g.“You can have any colour as long as its black” 8 Sales Orientation • Assumes that consumers will normally buy enough of your offerings unless they are prompted with a substantial promotion or selling effort. • They use selling techniques that “HELP” consumers discover unrealised needs and wants. • Sales orientation has the following characteristics: Inward looking Aggressive Short Term Solutions Volume driven – customer induced to buy more 9 Sales Orientation (continued) • Examples of this approach – the car salesman who thinks: Customer satisfaction is secondary to getting the sale Goods are sold not bought There are unlimited customers, therefore dissatisfaction is not important, therefore business is not an issue. 10 Marketing Orientation • The marketing orientation approach holds that – The key task of an organisation is to determine the needs – wants and preferences of the target market and to adapt the organisation to delivering the required products or services more satisfactorily than its competitors. • The marketing orientated organisation displays the following characteristics: Customer Needs are Foremost Integrated Organisational approach Outward Looking Change Oriented Responsive – Flexible Profit Driven e.g. McDonalds’ International Operation 11 Marketing Orientation • Marketers do not try to create needs and wants – recognise they pre-exist. • They do, however, along with other influencers fashion and foster needs and wants. This issue is a matter of perspective. • Marketing means that you must focus on your customers and concentrate on identifying and satisfying their needs. However, in an increasingly competitive world it will be necessary to adopt a competitor orientation as well as a customer orientation. 12 Marketing Myopia • Railroads did not stop growing because the need for passenger and freight transportation declined. That grew. The railroads are in trouble today not because the need was filled by others (cars, trucks, airplanes, even telephones), but it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business …. • Today TV is a bigger business than the old narrowly defined movie business ever was. Had Hollywood been customer-oriented (providing entertainment), rather than productoriented (making movies), would it have gone through the fiscal purgatory that it did? I doubt it … • The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller, marketing on the needs of the buyer. Selling preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of product and the whole cluster of things associated with creating, delivering, and finally consuming it. Source: Theodore Levitt, “Marketing Myopia”, Harvard Business Review July, August 1960, Copyright, 1960 by the President and Fellows of Harvard College all rights reserved. 13 Marketing is: A Total Organisational Concept Incorporated in a Strategic Plan Aimed at a Target Market Based on a Marketing Mix To Satisfy Customers Needs 14 Marketing • Is an activity performed by: Individuals Business Non-profit Organisations that satisfies needs and wants through exchange. • Exchange is the concept basic to all marketing. 15 The Marketing Environment Organisation Resources Customer Wants & Needs 16 The Marketing Environment (continued) The Organisation The Customer Income Product Price Promotion Delivery Location The Other Wants Needs Personality 17 Classes of Consumer Characteristics • Serve as the most common bases for Market Segmentation Geographic Variables - Region - Density - Climate (Seasons) Demographic Variables - Age – Sex – Education – Income (AIOs) Psychographics - Activities, Interests, Opinions Social Cultural - Religion – Class User Behaviour - User rate – Brand loyalty User Situation 18 Classes of Consumer Characteristics (continued) • Factors that define Purchase or Use Availability of Time Purpose - Gift Availability of Credit 19 Marketing Concepts Market Strategy – 4P’s Price Promotion Product Place 20 Elaboration of the Market Mix Quality Features and options Physical Style Brand Name Packaging PRODUCT Sizes Before sales and services Service During sales services After sales services Guarantees, warranties and return policies 21 Elaboration of the Market Mix (continued) Quantity discounts Basic Price Promotional allowances PRICE Transportation allowances Price Modifiers Credit terms 22 Elaboration of the Market Mix (continued) Transportation Logics Warehousing Inventory levels PLACE Market coverage Locations Channels Types (agents, brokers, wholesalers, retailers) Terms Motivation and management 23 Elaboration of the Market Mix (continued) Advertising PROMOTION Salesforce Sales promotion Publicity Budget Message Execution Media Timing Size Structure Compensation and motivation Call planning Budget Types (trade shows, point of sale displays, samples Timing Budget Events Ideas 24 Product Life Cycle Losses/Investment ($) 25 BCG Growth – Share Matrix 20% STRONG STAR PROBLEM CHILD CASH COW DOG 10% WEAK HIGH Objective: Create Balance 1.0 LOW Compare to nearest competitor Relative Market Share 0.1 26 Market Attractiveness/Business Position Matrix High Medium Low Strong Medium Business Strength The area of each circle represents the relative dollar sales on the matrix Weak High overall attractiveness Medium overall attractiveness Low overall attractiveness 27 ANSOFF (Growth) Matrix Products/ Services Same New Same Market Penetration Product Development New Market Development Diversification Markets/ Clients 28 Possible Pricing Objectives Target Return Profit Oriented Maximise profits Pricing Objective Sales Oriented Dollar or Unit Sales Growth Growth in Market Share Status Quo Meeting Competition Non-price Competition 29 Pricing Objectives Demand Price Flexibility Costs Competition Price of Other Products in line Price Setting Mark-up Chain in Channels Discounts and Allowances Legal Environment Geographic Pricing Terms 30 Apparent Strategy Who are the competitors Market Segmentation Competitive Forces Competitive Advantages How do they compete? Performance Assumptions Why are they doing it? Structure, systems, skills and values Commitment Strategic Thrusts What are they likely to do? Implications: • Response options • Areas of vulnerability to be exploited • Competitive reactions to be our move Signals? 31 Marketing Plan – Flow Chart Example Fight world hunger Business Mission Increase agricultural productivity Business Objectives Research new fertilisers Improve profits to support research Marketing Objectives Marketing Strategy Increase sales Reduce costs Increase market share in domestic market Enter new foreign markets Increase productivity availability and promotion Cut price and call on on large farms 32