Week 5 in the course - this time on marketing and how it relates to projects.

1. Project Management 4. Marketing and Project Management

2. week 5

3. Anthony F. Tardugno; Thomas R. DiPasquale; Robert E. Matthews (2000) IT Services: Costs, Metrics, Benchmarking, and Marketingby Prentice Hall, ISBN-10: 0-13-019195-7Print ISBN-13: 978-0-13-019195-3, Chapter 5 James Cadle and Donald Yeates (2004) Project Management for Information Systems , Pearson Education, ISBN 0 273 68580 5, Chapter 17

8. What is Marketing? Plan & Execute Exchange Satisfaction Conception Pricing Promotion Distribution People & Organisations Goods and Services

9. 8

10. Selling Buying Exchange

11. Distribution Transport Storage Selling Buying

12. Selling Buying Transport Storage Facilitating functions Finance Risk Taking Standardize Gather Market Info

13. Selling Buying Transport Storage Finance Gather Market Info 8 Standardize Risk Taking

15. The marketing mix Price Promotion Product Place

16. The marketing mix Price Promotion Product Place People Process Physicals

17. The marketing mix Price Promotion Product Place People Process Physicals Personalization Peer to Peer Participation Predictive models

19. 19C WW1 20’s 30’s WW2 50’s 60’s 70’s 80’s 90’s Now Advertising industry develops Customer orientation What Next? Industrial Revolution Demand outpaced supply Production exceeds supply Marketing Mix (4 Ps)

20. Figure 11.2 Evolution of the customer orientation (Pride, Hughes & Kapoor, 1998, p321) 20’s 30’s 50’s 60’s 19C Now

21. Permission marketing Now

23. The American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” www.marketingpower.com

25. http://www.altadvertising.com/pdf%20files/salesvmarketing.pdf Is Your Business "Sales" or "Marketing" Driven? By Les Altenberg

27. Understand potential and existing customers Identify their wants and needs Look at the market – are their needs being met? Can you deliver the goods? Can you do it well, fast or cheap? How do customers feel about your brand image? Look at specific customer stories Mobilize your resources Build and sell your product

32. There are different types of markets Consumer Reseller Industrial Producer Government Institutional

33. Consumer Purchasers and/or household members who intent to consume or benefit from the purchased products and who do not buy products in order to make a profit Consumer Reseller Industrial Producer Government Institutional

34. Industrial Purchases products for use in day-to-day operations or in making other products for profit. Producers consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products Governments at all levels, purchase goods and services to maintain operations and to provide citizens with products such as roads, education, water, defense And institutional organizations include churches, civic clubs, charitable groups. Not driven by profit, ROI Consumer Reseller Industrial Producer Government Institutional

35. Resellers consist of intermediaries such as wholesalers, and retailers who buy finished products and sell them for profit. Consumer Reseller Industrial Producer Government Institutional

42. For example

55. Figure 11.3 General approaches for selecting target markets (Pride, Hughes & Kapoor, 1998, p324)

57. (Pride, Hughes & Kapoor, 1998, p325)

58. Figure 11.4 The marketing mix and the marketing environment (Pride, Hughes & Kapoor, 1998, p327)

62. Figure 11.5 Marketing information system (Pride, Hughes & Kapoor, 1998, p331)

66. Figure 17.1 The buying cycle (Cadle & Yates, 2005, p280)

69. Selling is an asking process

73. Who is the Target Market?

79. Next Week References Pride, W., Hughes, R. & Kapoor, J. Business (2nd ed.). Boston, MA.: Houghton Mifflin. Gray & Larson, 2006, Ch 10. Reading: Project Leadership. Topic:

80. http://flickr.com/photos/spine/272900992/ http://wendy.kinesisinc.com/ http://flickr.com/photos/7-how-7/95677126/ http://flickr.com/photos/missrogue/115899126/in/photostream/ http://flickr.com/photos/liveu4/134980839/ http://flickr.com/photos/liveu4/133041494/in/photostream/ http://flickr.com/photos/roadsidepictures/225771856/ http://flickr.com/photos/furnari/126438084/ http://flickr.com/photos/untitlism/2609684221/ http://flickr.com/photos/jek-a-go-go/1235462170/ http://flickr.com/photos/26158685@N04/2767676288/ http://flickr.com/photos/edyson/516871444/ http://flickr.com/photos/dunechaser/160405659/ http://flickr.com/photos/peterkaminski/860512054/ http://flickr.com/photos/mateus27_24-25/2224073271/ http://flickr.com/photos/storeyland/343438012/ http://flickr.com/photos/mattandbecky/28052539/ http://flickr.com/photos/calavera/65098350/