Marketing 4 NoN Marketing

Marketing For Non Marketing
Ahmed Kamel
Marketing 4 NoN Marketing akamel@aucegypt.edu 1
over the long run, the ability to learn faster than your competition may be the only sustainable competitive advantages.
Arie De Geus, Head, Strategic Planning Royal Dutch Shell
What Is Marketing
The aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or service fits and sells itself. Peter Drucker
What Is Marketing?
THE OFFICIAL (AMAs) DEFINITION
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization objectives
Marketing
A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Marketing 4 NoN Marketing
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Marketing Management
The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer values.
Core Marketing Concepts

Needs, wants, & demands Markets
Core Marketing concepts
Products and services
Exchange, transactions and relationships
Value, satisfaction, and quality
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Core Marketing Concepts

Needs, wants, and demands
Markets
Core Marketing concepts
Products and services
Exchange, transactions and relationships
Value, satisfaction, and quality
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Marketing Is A Managerial Process

Conception Pricing Promotion Distribution
Planning
Products Ideas Goods Services
Control
Marketing 4 NoN Marketing akamel@aucegypt.edu
Implementation
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Marketing As An Exchange Activity

Two parties They should each possess something the other wants They must be able to communicate and deliver They must be free to accept the others offer
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Marketing & Prospects

A Marketer is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the prospect. If two parties are seeking to sell something to each other, we call them both marketers.
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Simple Marketing System

Communication
Industry (a collection of sellers) Products-services Money Market (a collection of buyers)
Information
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Needs, Wants & Demand

Needs are the basic human requirements (food, water, air, clothing). These needs become wants when they are directed to specific objects that might satisfy the need. Wants are shaped by ones society. Demands are wants for specific products backed by an ability to pay.
Product, Offering & Brands

Companies address needs by putting forth a value proposition, a set of benefits they to customers to satisfy their needs. The intangible value proposition is made physical by an offering, which can be a combination of products, services, information, and experiences. A Brand is an offering from a known source. A brand name such as McDonalds carries many associations in the minds of people.
Value & Satisfaction

The offering will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses between different offerings on the basis of which is perceived to deliver the most value. Value can be seen as primarily a combination of quality, service, and price (QSP), called the customer value triad. Value increases with quality and service and decreases with price.

Value is a ratio between what the customer gets and what he gives. Customers gets benefits and assumes costs. Benefits include functional benefits and emotional benefits. Cost include monetary costs, time costs, energy costs, and psychic costs.

Value =
Benefits Costs Functional benefits + Emotional benefits = Monetary + Time + Energy + Psychic
Marketers can increase the value by: Raise benefits Reduce costs Raise benefits by more than the raise in costs Lower benefits by less than theakamel@aucegypt.edu reduction in costs Marketing 4 NoN Marketing
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Marketing Mix
Seven Ps Product Place Price Promotion People Process Physical evidence
Four Cs Customer solution Customer cost Convince Communication
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Evolution Of The Business Philosophy

Production Concept Focus on increasing production and reducing costs Product Concept Focus on product design and quality Selling Concept Focus on aggressive selling and promotion Buyers Market 1930-1950 Marketing Concept Focus on identify consumer needs and developing marketing programs to satisfy them 1950-1980 Societal Marketing Concept Balances customer needs, firms profits and societys well-being 1980- Time
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Sellers Market 1880 - 1930

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The Marketing Concept

The MARKETING CONCEPT holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets
Evolution Of The Business Philosophy

1880 - 1930 Production Concept Product Concept 1930-1950 Selling Concept 1950-1980 Marketing Concept 1980Societal Marketing Concept
Customer needs Firms profits Societys well-being
Customer needs Target market Integrated marketing Profitability
Sellers Market
Buyers Market
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Time
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Production Concepts
The philosophy that the consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.
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Product Concept
The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements.
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Selling Concept
The idea that the consumers will not buy enough of the organizations products unless the organization undertake a large-scale selling and promotion effort.
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Marketing Concept
The marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than the competitors do.
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Selling & Marketing Concepts
Factory
Existing Products
Selling & Promotions
Profits through sales volume
The selling concept

Customer needs Integrated marketing Profits through Customer satisfaction
Market
The marketing concept

Class Work
Customer Needs: Consider the customer who says he wants an inexpensive car. As a marketer what should you consider?
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Customer Needs
As a marketer we should consider: Stated needs (the customer wants an inexpensive car) Real needs (the customer wants a car whose operating cost, not the initial price, is low) Unstated needs (the customer expects good service from the dealer) Delight needs (the customer would like the dealer to include an onboard navigation system) Secret needs (the customer wants to be seen by friends as a savvy consumer)
The Societal Marketing Concept

The SOCIETAL MARKETING CONCEPT holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well-being
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The Societal Marketing Concept

The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer want satisfaction, and public interest.
Old Economy Vs New Economy

Old Economy
Organize by product units Focus on profitable transactions Looks primarily at financial scorecard Focus on shareholders Marketing does the marketing Builds brands through advertising Focus on customer acquisition No customer satisfaction measurements Overpromise, underdeliver
New Economy
Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard Focus on stakeholders Everyone does the marketing Build brands through performance Focus on customer retention Measure customer satisfaction & retention rate Underpromise, overdeliver
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Supplier-Customer Relationship
Supplier
Executives Marketing Systems Sales Finance Manufacturing
(Traditional Structure)
Customer
Executive Merchandise Systems Buyers Finance Warehousing
Buying
(a)
(New Economy Structure)
Supplier
Executives Marketing Systems Sales Finance Manufacturing
Customer
Executive Merchandise Systems Buyers Finance Warehousing
(b)
Defining Customer Value & Satisfaction
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Customer Perceived Value

CPV is the difference between the prospective customers evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
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Total Customer Value

TCV is the perceived monetary of the bundle of the economic, functional, and psychological benefits customers expect from a given market offering.
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Total Customer Cost

TCC is the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering.
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Customer Delivered Value
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Customer Delivered Value

Total Customer Value Total Customer Cost
Product Value
Monetary Cost
Services Value
Time Cost
Personnel Value
Energy Cost
Image Value Marketing 4 NoN Marketing akamel@aucegypt.edu
Psychic Cost 38
High Performance Business

Companies that navigate all these pitfalls to reach their customer value and satisfaction goals. Arthur D. Little proposed a model of characteristics of a high performance business as follow:
Stakeholders Processes Resources Organization
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High Performance Business

Set strategies to Satisfy key Stakeholders
Stakeholders
By improving Critical business Processes
Process
Resources
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Organization
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And aligning Resources and Organization
Dynamic Relationship
Stockholders satisfaction Employee satisfaction
High growth & profits
High effort
Repeat business
Higher satisfaction
High quality products
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Corporate Culture
Its the shared experiences, stories, beliefs, and norms that characterize an organization
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Customer Lifetime Value

Its the case for increasing the customer retention rate. CLV describes the present value of the stream of future profits expected over the customers lifetime purchases. The company must subtract from the expected revenues the expected costs of attracting, selling, and servicing that customer.

Cost of an average sales call (including salary, commission, benefits, and expenses) Average number of sales calls to convert an average prospect into a customer
Cost of attracting a new customer
$300 X4 $1,200
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Annual customer revenue Average number of loyal years Company profit margin Customer lifetime value (CLV)
This company is spending more to attract new customers than they are worth
$5,000 X2 .10 $1,000
Strategic Planning
I.
Strategic planning calls for action in three key areas:

Managing the companys business as an investment portfolio II. Assessing each businesss strength by considering the markets growth rate and the companys position and fit in that market III. Establish a strategy
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Organizational Levels
Corporate level Division level Business unit level
Product level
Corporate Level
Corporate headquarter is responsible for designing a corporate strategic plan to guide the whole enterprise. It makes decisions on the amount of resources to allocate to each division, as well as on which businesses to start or eliminate.
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Division Level
Each division establishes a division plan covering the allocation of funds to each business unit within the division.
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Business Unit Level

Each business unit develops a strategic plan to carry that business unit into a profitable future.
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Product Level
Each product level (product line, brand) within a business unit develops a marketing plan for achieving its objective in its product market.
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Marketing Plan
Strategic marketing plan lays out the target markets and the value proposition that will be offered based on an analysis of the best market opportunities. Tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service.
Buying Role
Initiator: The person who first suggests the idea of buying the product or service. Influencer: The person whose view or advice influences the decision. Decider: The person who decides on any component of a buying decision: whether to buy, how to buy, or where to buy. Buyer: The person who makes the actual purchase. User: The person who consumes or uses the product or service.
Buying Behavior
High Involvement Significant differences between brands
Complex buying behavior Dissonance-reducing buying behavior
Low Involvement
Variety seeking buying behavior Habitual buying behavior
Few differences between brands
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Complex Buying Behavior

Involves the following steps:
Buyer develops beliefs about the product He/She develops attitudes about the product He/She makes a thoughtful choice
Consumers engage in complex buying behaviors when they are highly involved in purchase and aware of significant differences among brands. This is usually the case when the product is expensive, brought infrequently, risky, and highly self expressive.
Complex Buying Behavior

The marketer must understand consumers information gathering and evaluation behavior. Marketers need to develop strategies that assist the buyer in learning about the products attribute and their relative importance. Marketers need to differentiate the brands features, use print media to describe the brands benefits, and motivate sales personnel and the buyers acquaintances to influence the final brand choice.
Dissonance Buyer Behavior

Sometimes the consumer is highly involved in a purchase but sees little difference in brands. The high involvement is based on the fact that the purchase is expensive, infrequent, and risky. If the consumer finds quality differences in the brands, they might go for the higher price. If the consumer finds little difference, they might simply buy on price or convenience.
Habitual Buying Behavior

Many products are bought under conditions of low involvement and absence of significant brand differences. Consumers have low involvement with most low-cost, frequently purchased products. For low involvement products, the buying process begins with brand beliefs formed by passive learning and is followed by purchase behavior, which might be followed by evaluation. Marketers find it effective to use price and sales promotion to stimulate product trial.
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Variety-Seeking Buying Behavior

Some buying situations are characterized by low involvement but significant brand differences. Consumers often do a lot of brand switching (ex. Cookies) Market leader will try to encourage habitual buying behavior by dominating the shelf space, avoiding out of stock conditions, and sponsoring frequent reminder advertising. Challenger firm will encourage variety seeking by offering lower prices, deals, coupons, and free samples.
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The Outline of Marketing

Business Marketing Philosophy Marketing Concept
Customer needs Target market Integrated marketing Profitability
Marketing Strategies
Marketing Tactics
STP Marketing Marketing Mix

Segmentation Targeting Positioning Product Pricing Promotion Place
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Demographic/ economic environment
Marketing intermediaries
Technical/ physical environment
Product
Suppliers
Price
Publics
Target Customer Promotion Place
Political/ legal Marketing 4 NoN Marketing environment
Competitors
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Social/ cultural environment
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THE CORE CONCEPTS
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The Core Concept

Need
Want Demand
Human need is a state of felt deprivation Needs are not invented by marketing They are basic part of human make-up Human wants are the form taken by human needs They shaped by culture and individual personality Wants are expanded when people are exposed to more want-satisfying products Demands are human wants that are backed by buying power
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The Core Concept

Product Good Service Idea
A product is anything that can be offered to a market to satisfy a need or want A product can consist of as many as three components: Physical good Service, and Idea
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The Core Concept

Value Satisfaction Cost
Value is the satisfaction of customer requirements at the lowest possible cost of acquisition, ownership and use
The Core Concept

Exchange
Is the act of obtaining a desire product from someone by offering something in return
Conditions for exchange potential to exist

At least two parties Each party has something of value to the other party Capable of communication and delivery Free to accept or reject the exchange offer Desirable to deal with the other party
The Core Concept

A MARKET consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want
Communication
(a collection of sellers)
Industry
Goods / services Money
(a collection of buyers)
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Market
Information akamel@aucegypt.edu
The Places of Marketing Within an Organization
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Marketing As an Equal Function
Production
Finance
Marketing
Human Resources
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Marketing As a More Important Function

Production Finance Human Resources Marketing
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Marketing As the Major Function
Marketing
Human Resources
The Customer As The Controlling Function

Marketing Production Finance
Customer
Human Resources
The Consumer As the Controlling Function and Marketing As the Integrative Function
Marketing
Customer
Human Resources
MARKETING IN THE NEW ECONOMY
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The New Economy

A substantial increase in the buying power A greater variety of available goods and services A great amount of information about particularly anything A greater ease in interacting and placing and receiving orders Ability to compare notes on products and services
Impact of Information Technology

1. Transportation and Communication have become faster and cheaper
GLOBALISATION
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GLOBALISATION
More competition
Different competitive strategies
Higher level of competition

Transparancy & information
Consumer behavior
Larger action radius
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Marketing Tools In The New Economy

Brand
(Yield)
PRODUCT
PRICE
Database Acquisition Management ACCESS Research Retention Logistics

The Definition of Product

A product is an idea, a service, a good or any combination of them It is everything one receives in an exchange: a complexity of tangible and intangible attributes including
functional utilities social utilities and psychological utilities
Bundle of Benefits
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Product Decisions
Product variety Product performance Product presentation Product packaging
Product features Product design

Sizes Brand name

Total Product Concept

AUGMENTED PRODUCT ACTUAL PRODUCT
Warranty
Styling
Quality level
CORE PRODUCT
Features
Brand name
Credit
Core benefit Packaging
Installation
Delivery
After-sale service
The total product concept: example tooth paste
TOTAL PRODUCT
romance
AUGMENTED PRODUCT
money saved on dental bills packaging CLEAN TEETH size brand name
social confidence white teeth
pleasant taste
color
safety
flavor
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fresh breath
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What Is A Brand?
A name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
Brand Equity
The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks and channel relationship
Brand Equity Based on Awareness and Preference

Brand value
Brand unawareness
Brand awareness
Brand acceptability
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Brand preference
Brand loyalty
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Characteristics of a Good Brand Name

Short and simple Easy to spell and read Easy to recognize and remember Pleasing when read or heard--and easy to pronounce Pronounceable in only one way Pronounceable in all languages (for goods exported) Always timely (does not get out of date) Legally for use (not in use by another firm) Not offensive, obscene, or negative Suggestive of product benefits
COMMUNICATION STRATEGY
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Definition Of Promotion
Communication with potential buyers about an items existence and uses with the objective of changing or confirming their behavior in order to stimulate sales
There is nothing wrong with producing ads that people in your company like. In fact, it is nice if they do. It is good for company morale. But the people inside your company are not the target market Sergio Zyman
The Aya Cola
Tasks of communications
Tell consumers where they can buy Get consumers to trade up to more expensive products Alert consumers of sales Justify the price of a product or service Answer questions Close transactions Provide after sale service Marketing 4 NoN Marketing akamel@aucegypt.edu
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The Communication Process

Sender Encoding Message
Media Noise Feedback
Decoding
Receiver
Response
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ENCODING
We keep your promises DHL Make sure home knows where your heart is GSM PTT World currency American Express World proof Samsonite Lets make things better Philips
Communication Goals
ADVERTISMENTS ARE EXPECTED TO: generate attention be understood be believed be remembered
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THE PROMOTION MIX
ADVERTISING
PERSONAL SELLING
SALES PROMOTION
PUBLICITY PUBLIC RELATIONS

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Communication Mix
and promotion of ideas, goods, and services by an identified sponsor Sales promotion -- short term incentives to encourage purchase of a product or service Publicity -- Nonpersonal stimulation of demand for a product or service by planting commercially significant news about in in some type of media Personal selling -- face-to-face interaction between a customer and sales person with the purpose of making a sale Marketing 4 NoN Marketing akamel@aucegypt.edu 98
Advertising -- any paid form of nonpersonal presentation
Common Communication Tools

Advertising Print ads Broadcast ads Packaging Mailings Catalogs Brochures Billboards Point-of-sale displays
Sales Promotion Contests& Games Premiums Samples Exhibits Coupons Rebates Low Interest Financing Trade in allowance
Publicity
Press kits Speeches Seminars Annual reports Charitable donations Public relations
Personal Selling Sales presentation Sales meetings Tele-marketing Trade shows
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Steps in Developing Effective Communication

1. Identifying and analyzing the target audience 2. Determining communication objectives 3. Designing the message 4. Selecting the communication channel 5. Establishing the total promotional budget 6. Deciding on the promotional mix 7. Measuring promotional results
Determining communication objectives

Why do marketers go to work every day and launch hundred million dollar campaigns without having clearly figured out what results they are hoping to achieve
Sergio Zyman The Aya Cola
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Strengths and Weaknesses of major kinds of media

MEDIA Newspaper Strengths Weaknesses
Maybe expensive Short life No pass-along Expensive in total Clutter Short exposure Less selective audience Offers audio only Weak attention Short exposure Inflexible Long lead time
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Flexible Timely Local market Television Offers sight, sound, and motion Good attention Wide reach Wide reach Radio Segmented audiences Inexpensive Very segmented audiences Magazine Credible source Good reproduction Long life Good pass-along Marketing 4 NoN Marketing akamel@aucegypt.edu
The question is not how many promotions can we buy, but instead how many more sales can we get
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Example of objective and task method

Want 8% of market --100,000 total means 8,000 customers needed Hope to reach 50% of the market 40% of people who try the product will become regular users. Need 8,000 regular users, therefore must get 20,000 people to try the product ( 20% trial rate) Advertiser estimates that 10 exposures for every 1% of the population would bring about trial rate of 20%. A Gross rating point is one exposure to 1% of the target population. Since it is desired to achieve 10 exposures to 50% of the population, it will need to buy 500 GRPs If an average GRP costs $2,500, the budget must be set at $1,250,000
Relative Spending on Promotional Tools in Consumer Versus Business Markets

Consumer goods Sales promotion Advertising
Personal selling
Industrial goods Personal selling Sales promotion Advertising PR Relative spending

PR Relative spending
Promotional cost effectiveness
Cost Effectiveness of Different Promotional Tools at Different Buyer Readiness Stages

Personal selling Sales promotion
Advertising and publicity Comprehension
Awareness
Stages of buyer readiness

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Conviction
Ordering
Reordering
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Promotional cost effectiveness
Cost Effectiveness of Different Promotional Tools at Different Stages of the Product Life Cycle
Advertising and publicity
Sales promotion Introduction
Personal selling Growth Maturity Stages of product life cycle

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Decline
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Product Mix Strategies
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Classification Of Consumer Goods

CONVENIENCE GOOD SHOPPING GOODS SPECIALTY GOODS Bought frequently and with minimum buying effort Brand loyalty, product comparison, monetary & social risks Seldom purchased, no substitutes accepted, information search
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MARKET POSITIONING
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What Is Market Positioning?

Arranging for product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers Formulating competitive positioning for a product and a detailed marketing mix.
Touch of class *Mercedes Car to be proud of Distinctive *Porsche *Lincoln *BMW Conservative*Cadilac *Ford Spirited perforAppeals to older*Oldsmobile mance, for young people *Pontiac *Chevrolet people, fun to *Toyota drive *Buick *Dodge *VW *Isuzu *Hyundai *Plymouth Very practical Good gas mileage Affordable A PRODUCTS POSITION IS THE CUSTOMERS PERCEPTION Marketing 4 NoN Marketing akamel@aucegypt.edu 112 OF THE BRAND IN RELATION TO COMPETITIVE OFFERS
PRODUCT LIFE CYCLE (PLC)

Introduction stage Growth stage Maturity stage
Industry sales
Decline stage
Industry profits
Revenue
Time
Product Life Cycle

Sales and profits ($) Sales
Profit
Introduction
Growth Time
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Maturity
Decline
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Industry, Product Line and Brand Lifecycles Sales

Computer industry lifecycle IBM product line lifecycle
IBM1401
IBM120
IBM130
IBM1135&145
IBM1158
Time
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MARKETING PLANNING
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Marketing Management Tasks

Identifying target markets Marketing research Product development Marketing mix Monitoring
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Marketing Plan
A written statement of marketing objectives, strategies and specific courses of action to be taken when (or if) future events occur. It includes the marketing mix, personnel responsibilities, a budget and a timetable
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Characteristics Of Marketing Plan

Integrated Strategically driven Internally consistent Coordinated Flexible
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You dont want your airline pilot deciding before he takes off that he is going to fly over Omaha and then sticking to his plan when the thunderstorms roll in
MARKETING PLAN
MISSION Declaration of market definition Revlon: We sell hope Increase profit Capture new markets Introduce new products , etc. What to do to achieve objectives (use of 4 Ps) How to carry out these measures akamel@aucegypt.edu (Timing - media choice etc.)
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OBJECTIVE
STRATEGY
TACTICS
SWOT Analysis
Weaknesses
Strengths
Opportunities
Threats
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Check Feasibility
Costs
Feasibility Results Market Reaction
The discipline of marketing is a science and spending on marketing is an investment that pays returns. Marketing must be measured. It needs to be accounted for.
The Internal Environment
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TWO DETERMINANTS OF PROFITABILITY Competitive Position
Advantage
Disadvantage
Marketing 4 NoN Marketing akamel@aucegypt.edu Environmental Attractiveness Low High 126
Product Portfolio
MARKET GROWTH
STARS
QUESTION MARKS
MILK COWS
DOGS
MARKET SHARE
Tomorrows breadwinner
Developments Sleepers Ego trips
Todays breadwinner
Yesterdays breadwinners Failures

Balanced Portfolio
high
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market share
low
Unbalanced Portfolio
high
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market share
low
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Marketing For Non Marketing