TWU MKT1 Handouts
Transcript of TWU MKT1 Handouts
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8/13/2019 TWU MKT1 Handouts
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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
Demographics
PsychographicsHomogeneous
Heterogeneous
E- or M-marketing
B2B
B2C
SCA
RiskTransformations
Transactions
Transections
Marketing Concept
Marketing Strategy
Marketing Mi!"ti#ity
Profit
Bias
$a#i%ity
Re#ia&i#ity
Primary Data
Secon%ary DataTA or TMSegmentation
Differentiation
Positioning
'iche
CRM
Motiation(no)#e%ge
Attitu%e
'ee%s
*ants
Bran% E+uity
,eatureAccessory"PC
"SP
'E*
Packaging
.a&e#ing
Bran%ing
Canni&a#i/ationE!posure
Channe#s
Commercia#i/ation
Physica# Distri&ution
Skimming
Penetration
BEP0MC
A%ertising
Direct marketing
Puic Re#ations
Puicity
PushPu##P1S
Rating
Reach
,re+uency
CPM
Purpose o t!is course"Purpose o t!is course"
a&i#ity to sit in marketinga&i#ity to sit in marketingmeeting un%erstan%meeting un%erstan%
)hat is &eing %iscusse%)hat is &eing %iscusse%
an% contri&ute toan% contri&ute to
the %iscussion3the %iscussion3
60 concepts youre most apt to hear in a marketing meeting
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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
Sustainae competitie a%antage 4 SCA#$allmar%&s slo'an is()
"ni+ue se##ing proposition 4 "SP
#*vis employers tell drivers")
Differentiation
#+ello''&s vs, Post -aisin .ran)
Positioning#L&/real says,,,)
How marketers reduce risk
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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
5The process of p#anning an% e!ecutingthe conception pricing promotion an%
%istri&ution of i%eas goo%s an% serices
to create e!changes that satisfy in%ii%ua#
an%organi/ationa# o&6ecties7
ierence eteen mar%etin'and ein' mar%etin'4oriented
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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
*ssumption"Customer )i## &uy my pro%uct if8
Pro%uctionPro%uction Pro%uctPro%uct Se##ingSe##ing MarketingMarketing
4 business concepts
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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
,orm,orm P#aceP#ace TimeTime PossessionPossession
Utility"po)erto satisfy
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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
Physio#ogica#
SafetySecurity
Be#onging
Esteem
Se#f Actua#i/ation
aslo&s $ierarc!y o 6eeds
Can marketers actually create needs?
Tn
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8/13/2019 TWU MKT1 Handouts
7/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
Same productSame mar%et
Same product6e mar%et
6e productSame mar%et
6e product6e mar%et
MarketMarket
Dee#opmentDee#opment
PenetrationPenetration
DiersificationDiersification
Pro%uctPro%uct
Dee#opmentDee#opment
6e productSame product
Same mar%et
6e mar%et
4 -is% 74 -is% 7
Marketing opportunity grid helps reduce risk
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8/13/2019 TWU MKT1 Handouts
8/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
A)are that theseA)are that these
uncontro##aesuncontro##aes)e ne!t &ui#% our)e ne!t &ui#% our strategystrategy
Po#itica#Po#itica#.ega#.ega#
EconomyEconomy
ResourcesResources
CompetitionCompetition
Socia#Socia#Cu#tura#Cu#tura#
Techno#ogyTechno#ogy
0nnoation0nnoation
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8/13/2019 TWU MKT1 Handouts
9/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
UncontrollableUncontrollableMarketplaceMarketplaceUncontrollableUncontrollableMarketplaceMarketplace
Pro%uct P#ace
PricePromotion
Po#itica#Po#itica#.ega#.ega#
EconomyEconomy
ResourcesResources
CompetitionCompetition
Socia#Socia#Cu#tura#Cu#tura#
Techno#ogyTechno#ogy
0nnoation0nnoation
TargetMarket
Marketing strategy 8 Tar'et mar%et 7 ar%etin' mi9
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10/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
9393 :eographic:eographic
2323 DemographicDemographic
;3;3 PsychographicPsychographic
W!ere #oundaries)
$o many #y type)
W!at t!ey do:t!in%: and eel
Markets must be deined and !uantiied
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8/13/2019 TWU MKT1 Handouts
11/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
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8/13/2019 TWU MKT1 Handouts
12/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
"egmentation by #emographics
:en%er>ale> Female
Age> 4 ?> ?411>1241@>1A42B>2543B>354BB>B545B>554?B>?54@B
>@57
Status>Unmarried> arried> Separated> ivorced
> Widoed
0ncome>C D15> 1542B,E> 2543B,E> 354BE,E> 504@B,E> @57
E%ucation>Some $,S,> $,S, 'raduate> Some colle'e> ;olle'e de'ree> *dv, de'ree
1ccupation=;> categories?
>9ecutive>ana'erial>Proessional>Tec!nical>Sales>Service>Farmin'
RaceRe#igion
'ationa#ity
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13/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
Actiities #do: 'o: read: atc!)
0nterests #!oies: recreation: liestyle)
1pinions #eel aout various issues)
"egmentation by $sychographics (behavior)
6ielsen: Simmons: TG
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14/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
9393 Re#ia&i#ity@Re#ia&i#ity@stu%y can &e rep#icate%stu%y can &e rep#icate%an% get same &asic resu#tsan% get same &asic resu#ts#ree o errors)#ree o errors)
2323 $a#i%ity@$a#i%ity@%ata ref#ects )hat%ata ref#ects )hat
it )as %esigne% to measureit )as %esigne% to measure
;3;3 Bias@Bias@insert opinionsinsert opinionsor ske)ing %ata to meanor ske)ing %ata to mean
other than )hat they sayother than )hat they say
% important research terms
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15/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
,in% an unmet nee%
A##ocate resources
Make a profit
Define targetmarket
Right pro%uct
Right p#ace
Right price
Right promotion
How can research reduce risk?
ar%etin' concept
ar%etin' strate'y
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16/18TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
Secon%ary %ataare acts and i'uresalready collectedeore current pro=ect
Data are t!e acts and i'ures t!at
mi'!t e or can e appliedto t!e prolem
Primary %ataare acts and i'uresnely4collectedor t!e pro=ect at !and
Data are t!e acts and i'urespertinent tot!e prolem
& types o marketing data
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TWU 5133 Lecture 1 | 2011 Steve Toms | [email protected]| For educational use only
#ata sources
DataFactsHi'urespertinent tot!e prolem
0nterna# %ata#inside company)>Financial statements>-eports and iles>Sales reportsHletters
E!terna# %ata#outside company)>;ensus reports>TradeHma'aIines>P!oneHonline surveys
Secon%ary %ataFacts and i'uresa#rea%y recor%e%prior to pro=ect
Primary %ataFacts and i'ures
ne)#y co##ecte%or t!e pro=ect
1&serationa# %ata#atc!in'ot!ers)>ec!,Helectronic>Personal approac!es
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TWU 5133 Lecture 1 | 2011 Steve Toms | steve@stevetoms net | For educational use only
*here to fin% %ata
1E30s"S0C co%es set uniform metho%for co##ecting %ata #up to B di'its)
1EE@"'A0CS rep#aces S0C ref#ects ne)&usinesses in "3S3 Cana%a an% Me!ico
#? di'its) Goo'le" 0nput'A0CS/ip co%eEnter
#or ot!er U,S, ;ensus se'ment)
How to ind data on the 'nternet
www.census.gov/epcd/www/naics.html