CBS MBA 401 workshop 2 @IBBM

1. Unit 401
Marketing Management
Sweta Sud
Chifley Adjunct Faculty
PNG
Ins(tute
of
Banking
and
Business
Management

2. PNG
Ins(tute
of
Banking
and
Business
Management

3. In this Unit..
• First
workshop
Week
1
• 31st
Jan,
Friday
• Read
the
Study
guide
Week
2
• Read
the
book
–
Fee
Refund
• 2nd
workshop
Week
3
• 14th
Feb,
Friday
• Do
the
assignment
–
17th
Feb
Week
4
• Due
on
24th
Feb
• 3rd
workshop
Week
5
• 28
Feb,
Friday
• Exam
on
6th
March
–
return
7th
March
Week
6
PNG
Ins(tute
of
Banking
and
Business
Management

4. Today’s Agenda
Unit-401, Workshop1, 31st Jan 2014
1
• Market
Informa(on
and
Marke(ng
Strategy(Chap
4,7)
• Morning
tea@10:00
2
• Buyer
Behaviour
(Chap
5,6)
• Lunch
@
12:30pm
3
• Products,
Services,
Brands
(Chap8,9)
• Evening
Tea@
2:30pm
• Pricing
Strategies
(Chap10,11)
4
PNG
Ins(tute
of
Banking
and
Business
Management

5. Principles
of
Marke7ng
Chapter
4
Managing
Marke7ng
Informa7on
Marke7ng
Informa7on
Customer
Insights
Market
Research
PNG
Ins(tute
of
Banking
and
Business
Management

6. Conduc(ng
Marke(ng
Research
PNG
Ins(tute
of
Banking
and
Business
Management

7. Discussion
Ques(ons
1. What
cons(tutes
good
marke(ng
research?
2. What
are
the
best
metrics
for
measuring
marke(ng
produc(vity?
3. How
can
marketers
access
their
return
on
investment
of
marke(ng
expenditures?
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
7
of
22

8. Marke(ng
Research
System
Market
Research
Insight
PNG
Ins(tute
of
Banking
and
Business
Management

9. Marke(ng
Research
The
systema*c
design,
collec*on,
analysis,
and
repor*ng
of
data
and
findings
relevant
to
a
specific
marke*ng
situa*on
facing
the
company.
PNG
Ins(tute
of
Banking
and
Business
Management

10. PNG
Ins(tute
of
Banking
and
Business
Management

11. PNG
Ins(tute
of
Banking
and
Business
Management

12. Crea(ve
Research
Means
Check
out
rivals
Internet
sources
Rivals
Marke(ng
partners
Student
projects
PNG
Ins(tute
of
Banking
and
Business
Management

13. Marke(ng
Research
Process
PNG
Ins(tute
of
Banking
and
Business
Management

14. Step
1:
Define
the
Problem
Focused
inquiry
PNG
Ins(tute
of
Banking
and
Business
Management

15. Step
2:
Develop
the
Research
Plan
Data
Sources
• Secondary
data
• Primary
data
Research
Approaches
• Observa(on
• Focus
groups
• Surveys
• Behavioral
data
• Experiments
Sampling
plan
Contact
method
PNG
Ins(tute
of
Banking
and
Business
Management
Research
instrument
• Ques(onnaires
• Qualita(ve
measures
• Technological
devices

16. PNG
Ins(tute
of
Banking
and
Business
Management

17. Step
3:
Collect
the
Informa(on
Online
surveys
Telephone
surveys
Interviews
In-­‐home
surveys
PNG
Ins(tute
of
Banking
and
Business
Management

18. PNG
Ins(tute
of
Banking
and
Business
Management

19. PNG
Ins(tute
of
Banking
and
Business
Management

20. PNG
Ins(tute
of
Banking
and
Business
Management

21. PNG
Ins(tute
of
Banking
and
Business
Management

22. Step
4:
Analyze
the
Informa(on
PNG
Ins(tute
of
Banking
and
Business
Management

23. Step
5:
Present
the
Findings
PNG
Ins(tute
of
Banking
and
Business
Management

24. Step
6:
Make
the
Decision
Research
Decisions
PNG
Ins(tute
of
Banking
and
Business
Management

25.
Characteris7cs
of
Good
Marke7ng
Research
1.
Scien(fic
method
2.
Research
crea(vity
3.
Mul(ple
methods
4.
Interdependence
of
models
and
data
5.
Value
and
cost
of
informa(on
6.
Healthy
skep(cism
7.
Ethical
marke(ng
PNG
Ins(tute
of
Banking
and
Business
Management

26. Former
marke(ng
research
execu(ve
for
General
Foods
concluded
that
Star
Wars
would
fail
at
the
box
office.
The
film
grossed
$4.3
billion
in
box
office
receipts.
PNG
Ins(tute
of
Banking
and
Business
Management

27. Measuring
Marke(ng
Produc(vity
Marke(ng-­‐mix
modeling
Marke(ng
metrics
PNG
Ins(tute
of
Banking
and
Business
Management

28. Marke(ng
Metrics
Quan(fy
Marke(ng
Performance
Compare
Interpret
PNG
Ins(tute
of
Banking
and
Business
Management

29. Marke(ng
Metrics
External
•
•
•
•
•
•
•
•
•
Awareness
Market
share
Rela(ve
price
Number
of
complaints
Consumer
sa(sfac(on
Total
number
of
customers
Perceived
quality/esteem
Loyalty/reten(on
Rela(ve
perceived
quality
PNG
Ins(tute
of
Banking
and
Business
Management

30. Marke(ng-­‐Mix
Modeling
Awareness
Expenditure
PNG
Ins(tute
of
Banking
and
Business
Management

31. Marke(ng
Dashboards
PNG
Ins(tute
of
Banking
and
Business
Management

32. Marke(ng
Dashboard
Example
PNG
Ins(tute
of
Banking
and
Business
Management

33. {
Commercial
Break
}
PNG
Ins(tute
of
Banking
and
Business
Management
This
(me
is
for
real…

34. Principles
of
Marke7ng
Chapter
2
OK,
We’re
back.
Again.
PNG
Ins(tute
of
Banking
and
Business
Management

35. Principles
of
Marke7ng
Chapter
7
Marke7ng
Strategy
Segmenta7on
Targe7ng
Differen7a7on
Posi7oning
PNG
Ins(tute
of
Banking
and
Business
Management

36. Iden(fying
Market
Segments
and
Targets
PNG
Ins(tute
of
Banking
and
Business
Management

37. Discussion
Ques(ons
1. What
are
the
different
levels
of
market
segmenta(on?
2. In
what
ways
can
a
company
divide
a
market
into
segments?
3. What
are
the
requirements
for
effec(ve
segmenta(on?
4. How
should
business
markets
be
segmented?
5. How
should
a
company
choose
the
most
aorac(ve
target
markets?
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
37
of
22

38. Target
Marke(ng
Requirements
1. Iden(fy
and
profile
dis(nct
groups
of
buyers
(market
segmenta(on).
2. Select
one
or
more
market
segments
to
enter
(market
targe(ng).
3. For
each,
establish
and
communicate
benefits
of
offering
(market
posi(oning).
PNG
Ins(tute
of
Banking
and
Business
Management

39. Bases
for
Segmen(ng
Consumers
Geographic
Demographic
Psychographic
PNG
Ins(tute
of
Banking
and
Business
Management
Behavioral

40. Geographic
Segmenta(on
Geoclustering
PNG
Ins(tute
of
Banking
and
Business
Management

41. Demographic
Segmenta(on
Age
and
Life-­‐cycle
Stage
Life
Stage
Gender
Income
Genera(on
Race
and
Culture
PNG
Ins(tute
of
Banking
and
Business
Management

42. Age
and
Life-­‐Cycle
Stage
PNG
Ins(tute
of
Banking
and
Business
Management

43. Life
Stage
PNG
Ins(tute
of
Banking
and
Business
Management

44. Gender
Women:
Influence
80%
of
consumer
purchases
Make
75%
of
new
home
decisions
Purchase
60%
of
cars
PNG
Ins(tute
of
Banking
and
Business
Management

45. Income
PNG
Ins(tute
of
Banking
and
Business
Management

46. Genera(on
Gen
X
(1964-­‐1978)
Baby
Boomers
(1946-­‐1964)
Silent
Genera(on
(1925-­‐1945)
Millennials
(Gen
Y)
–
(1979-­‐1994)
-­‐78
Million
people
-­‐$187
annual
spending
power
PNG
Ins(tute
of
Banking
and
Business
Management

47. U.S.
Genera(on
Cohorts
Cohort
Size
Defining
Features
Millennials
Raised
in
affluence,
tech
savvy,
78
m
perceived
immunity
from
marke(ng
Gen
X
Parents
relied
on
day
care,
accepts
50
m
diversity,
pragma(c
and
individualis(c
Baby
Boomers
Control
3/4th
of
the
wealth
in
the
U.S,
76
m
seek
fountain
of
youth
(hair
color,
hair
replacement),
home
exercise
equipment
(1979-­‐1994)
(1964-­‐1978)
(1946-­‐1964)
Silent
Genera(on
42
m
Lead
vibrant
lives,
spend
money
and
(1925-­‐1945)
(me
on
grandchildren.
PNG
Ins(tute
of
Banking
and
Business
Management

48. Race
and
Culture
PNG
Ins(tute
of
Banking
and
Business
Management

49. Mul(cultural
Market
Profile
PNG
Ins(tute
of
Banking
and
Business
Management

50. Psychographic
Segmenta(on
• Personality
traits
• Lifestyle
• Values
PNG
Ins(tute
of
Banking
and
Business
Management

51. VALS
Segmenta(on
System
PNG
Ins(tute
of
Banking
and
Business
Management

52. Behavioral
Segmenta(on
Usage
occasions
Ini(ator
User
status
User
Influencer
Usage
rate
Buyer-­‐readiness
Buyer
Decider
Decision
Roles
Needs
and
Benefits
PNG
Ins(tute
of
Banking
and
Business
Management
Loyalty
status
User
and
Usage

53. Brand
Funnel
PNG
Ins(tute
of
Banking
and
Business
Management

54. Consumer
Avtudes
Enthusias(c
Posi(ve
Indifferent
PNG
Ins(tute
of
Banking
and
Business
Management
Nega(ve
Hos(le

55. Behavioral
Segmenta(on
PNG
Ins(tute
of
Banking
and
Business
Management

56. Bases
for
Segmen(ng
B2B
Markets
Demographic
Industry,
company
size,
loca(on
Opera(ng
Variables
Technology,
user
status,
customer
capabili(es
Purchasing
Approach
Power
structure,
nature
of
exis(ng
rela(onship
Situa(onal
Factors
Urgency,
specific
applica(on,
size
of
order
Personal
Characteris(cs
Buyer-­‐seller
similarity,
loyalty,
risk
avtude
PNG
Ins(tute
of
Banking
and
Business
Management

57. Market
Targe(ng
Effec(ve
Segmenta(on
Criteria
Measurable
Substan(al
Accessible
Differen(able
Ac(onable
PNG
Ins(tute
of
Banking
and
Business
Management

58. Market
Targe(ng
Porter’s
Five
Force
Subs(tute
Products
Buyer
Power
Supplier
Power
New
Entrants
Rivals
PNG
Ins(tute
of
Banking
and
Business
Management

59. Evalua(ng
and
Selec(ng
Segments
Mul(ple
segment
specializa(on
Full
market
coverage
Single-­‐segment
concentra(on
PNG
Ins(tute
of
Banking
and
Business
Management
Individual
marke(ng

60. Levels
of
Segmenta(on
PNG
Ins(tute
of
Banking
and
Business
Management

61. PNG
Ins(tute
of
Banking
and
Business
Management

62. PNG
Ins(tute
of
Banking
and
Business
Management

63. PNG
Ins(tute
of
Banking
and
Business
Management

64. PNG
Ins(tute
of
Banking
and
Business
Management

65. PNG
Ins(tute
of
Banking
and
Business
Management

66. PNG
Ins(tute
of
Banking
and
Business
Management

67. PNG
Ins(tute
of
Banking
and
Business
Management

68. PNG
Ins(tute
of
Banking
and
Business
Management

69. PNG
Ins(tute
of
Banking
and
Business
Management

70. PNG
Ins(tute
of
Banking
and
Business
Management

71. Principles
of
Marke7ng
Chapter
5
Consumer
Buyer
Behavior
Consumer
Behaviour
Buying
Decision
Buyer
Decision
Buyer
Decision
Process
PNG
Ins(tute
of
Banking
and
Business
Management

72. Analyzing
Consumer
Markets
PNG
Ins(tute
of
Banking
and
Business
Management

73. Discussion
Ques(ons
1. How
do
consumer
characteris(cs
influence
buying
behavior?
2. What
major
psychological
processes
influence
consumer
responses
to
the
marke(ng
program?
3. How
do
consumers
make
purchasing
decisions?
4. In
what
ways
do
consumers
stray
from
a
delibera(ve,
ra(onal
decision
process?
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
73
of
22

74. Buyer’s
Characteris(cs
The
study
of
how
individuals,
groups,
and
organiza(ons
select,
buy,
use,
and
dispose
of
goods,
services,
ideas,
or
experiences
to
sa(sfy
their
needs
or
wants.
PNG
Ins(tute
of
Banking
and
Business
Management

75. Buyer’s
Characteris(cs
Personal
Factors
Cultural
Factors
Psychological
Factors
Social
Factors
PNG
Ins(tute
of
Banking
and
Business
Management

76. Cultural
Factors
Social
Class
Culture
Subculture
PNG
Ins(tute
of
Banking
and
Business
Management

77. Average
U.S.
Outlays
IN
2007
38.5%
4.8%
15.5%
11.4%
4.2%
PNG
Ins(tute
of
Banking
and
Business
Management
8.5%
3.3%
6.1%
2.1%

78. Social
Factors
Reference
Groups
Family
Role
and
Status
PNG
Ins(tute
of
Banking
and
Business
Management

79. Personal
Factors
Personality
Age
Life
Cycle
Stage
PNG
Ins(tute
of
Banking
and
Business
Management

80. Personal
Factors
Occupa(on
Values
Lifestyle
Economic
situa(on
PNG
Ins(tute
of
Banking
and
Business
Management

81. Psychological
Factors
PNG
Ins(tute
of
Banking
and
Business
Management

82. Mo(va(on
Freud
Maslow
Herzberg
PNG
Ins(tute
of
Banking
and
Business
Management

83. Maslow’s
Hierarchy
of
Needs
PNG
Ins(tute
of
Banking
and
Business
Management

84. Percep(on
Selec(ve
Aoen(on
Selec(ve
Reten(on
Subliminal
Percep(on
Selec(ve
Distor(on
PNG
Ins(tute
of
Banking
and
Business
Management

85. Learning
Driver
Cues
Discrimina(on
PNG
Ins(tute
of
Banking
and
Business
Management

86. Emo(ons
PNG
Ins(tute
of
Banking
and
Business
Management

87. Memory
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have
been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the
image and then insert it again.
Memory
Processes
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your
computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Mental
Maps
Encoding
Retreival
Associa(on
Associa(on
Associa(on
Associa(on
Associa(on
Brand
Associa(ons
PNG
Ins(tute
of
Banking
and
Business
Management
Brand

88. The
Buying
Decision
Process
PNG
Ins(tute
of
Banking
and
Business
Management

89. Buying
Decision
Process
PNG
Ins(tute
of
Banking
and
Business
Management

90. Problem
Recogni(on
“I’m
Hungry”
S(mulus
• Internal
• External
PNG
Ins(tute
of
Banking
and
Business
Management

91. Informa(on
Search
Commercial
Personal
of
Banking
and
Business
Management
PNG
Ins(tute
Public
Experien(al

92. Successive
Sets
Involved
in
Consumer
Decision
Making
PNG
Ins(tute
of
Banking
and
Business
Management

93. Evalua(on
of
Alterna(ves
Beliefs
Avtudes
PNG
Ins(tute
of
Banking
and
Business
Management

94. Steps
between
Evalua(on
of
Alterna(ves
and
Purchase
Decision
PNG
Ins(tute
of
Banking
and
Business
Management

95. Purchase
Decision
Noncompensatory
Models
Choice
Heuris(cs:
• Conjec(ve
• Lexicographic
• Elimina(on-­‐by-­‐aspect
A
Brand
Dealer
Purchase
subdecisions
Quan(ty
Timing
Payment
method
PNG
Ins(tute
of
Banking
and
Business
Management

96. Postpurchase
Behavior
Postpurchase
Sa7sfac7on
Delighted
Sa(sfied
Dissa(sfied
Loyal
Stay
or
Go
Defect
PNG
Ins(tute
of
Banking
and
Business
Management
Postpurchase
Ac(ons

97. Modera(ng
Effects
Low-­‐involvement
Variety
seeking
PNG
Ins(tute
of
Banking
and
Business
Management

98. Behavioral
Decision
Theory
Decision
Framing
Decision
Heuris(cs
PNG
Ins(tute
of
Banking
and
Business
Management

99. {
Commercial
Break
}
PNG
Ins(tute
of
Banking
and
Business
Management
This
(me
is
for
real…

100. Principles
of
Marke7ng
Chapter
2
OK,
We’re
back.
Again.
PNG
Ins(tute
of
Banking
and
Business
Management

101. Principles
of
Marke7ng
Chapter
6
Business
Buyer
Behavior
Business
Markets
Business
Buyer
Behavior
E-­‐Procurement
Govt.
and
Ins7tu7onal
Buying
PNG
Ins(tute
of
Banking
and
Business
Management

102. Analyzing
Business
Markets
PNG
Ins(tute
of
Banking
and
Business
Management

103. Discussion
Ques(ons
1. What
is
the
business
market,
and
how
does
it
differ
from
the
consumer
market?
2. What
buying
situa(ons
do
organiza(onal
buyers
face?
3. Who
par(cipates
in
the
B2B
buying
process?
4. How
do
business
buyers
make
their
decisions?
5. How
can
companies
build
strong
rela(onships
with
business
customers?
6. How
do
ins(tu(onal
buyers
and
government
agencies
do
their
buying?
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
103
of
22

104. Organiza(onal
Buying
The
decision-­‐making
process
by
which
formal
organiza(ons
establish
the
need
for
purchased
products
and
services
and
iden(fy,
evaluate,
and
choose
among
alterna(ve
brands
and
suppliers.
-­‐-­‐
F.
Webster
Jr
and
Y.
Wind
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
104
of
27

105. Business
Markets
Transporta(on
&
Distribu(on
Construc(on
Agriculture
Forestry
Manufacturing
Communica(ons
Banking
&
Finance
PNG
Ins(tute
of
Banking
and
Business
Management

106. Business
Markets
Similari(es
to
the
Consumer
Market
• Understanding
deep
customer
needs
• Iden(fy
areas
for
growth
• Improving
value
management
techniques
• Calcula(ng
beoer
marke(ng
metrics
• Compe(ng
and
growing
in
global
markets
• Countering
product
commodi(za(on
• Gain
support
for
the
marke(ng
concept
PNG
Ins(tute
of
Banking
and
Business
Management

107. Business
Markets
Differences
to
the
Consumer
Market
Geographically
Concentrated
Fewer,
Larger
Buyers
Professional
Buyers
Mul(ple
Sales
Calls
PNG
Ins(tute
of
Banking
and
Business
Management
Personal
Rela(onships

108. Business
Markets
Differences
to
the
Consumer
Market
Derived
Demand
Inelas(c
Demand
Demand
• Derived
• Inelas(c
• Fluctua(ng
Fluctua(ng
Demand
PNG
Ins(tute
of
Banking
and
Business
Management

109. Buying
Situa(ons
New
Task
Straight
Rebuy
Modified
Rebuy
PNG
Ins(tute
of
Banking
and
Business
Management

110. Systems
Buying
and
Selling
yer
Bu
actor
Contr
Prime
-­‐(er
d
econ tors
S
ntrac
Co
PNG
Ins(tute
of
Banking
and
Business
Management

111. Business
Buying
Par(cipants
Ini(ator/
Users
Buyers
Influencer
Gatekeeper
PNG
Ins(tute
of
Banking
and
Business
Management
Decider
Approver

112. Buying
Center
Influences
Par7cipants
differ
by:
•
•
•
•
•
PNG
Ins(tute
of
Banking
and
Business
Management
Interest
Authority
Status
Persuasiveness
Decision
criteria

113. Targe(ng
Firms
and
Buying
Centers
Who
to
target?
PNG
Ins(tute
of
Banking
and
Business
Management

114. Purchasing/Procurement
Process
Diverse
supplier
base
Benefits
vs.
Costs
PNG
Ins(tute
of
Banking
and
Business
Management

115. Stages
in
the
Buying
Process
Problem
Recogni(on
Descrip(on
and
Characteris(cs
Supplier
Search
Proposal
Solicita(ons
Performance
Review
Order
Specifica(on
PNG
Ins(tute
of
Banking
and
Business
Management
Supplier
Selec(on

116. Stages
in
the
Buying
Process
Problem
Recogni(on
Internal
s7muli
• New
product
being
developed
• Broken
machine
• Low
stock
level
External
s7muli
• Trade
show
visit
• Adver(sement
PNG
Ins(tute
of
Banking
and
Business
Management

117. Stages
in
the
Buying
Process
Descrip(on
and
Characteris(cs
Technical
specifica7ons
• Reliability
• Durability
• Price
Product
value
analysis
PNG
Ins(tute
of
Banking
and
Business
Management

118. Stages
in
the
Buying
Process
Supplier
Search
Trade
directories
Trade
adver(sements
Trade
shows
E-­‐Procurement
Lead
genera(on
PNG
Ins(tute
of
Banking
and
Business
Management

119. Stages
in
the
Buying
Process
Proposal
Solicita(ons
Formal
presenta(on
Wrioen
PNG
Ins(tute
of
Banking
and
Business
Management

120. Stages
in
the
Buying
Process
Supplier
Selec(on
Supplier-­‐evalua(on
model
Number
of
suppliers
PNG
Ins(tute
of
Banking
and
Business
Management

121. Stages
in
the
Buying
Process
Order
Specifica(on
Technical
specifica(ons
Quan(ty
Delivery
(me
Return
policy
Warran(es
PNG
Ins(tute
of
Banking
and
Business
Management
Stockless
purchase
plan

122. Stages
in
the
Buying
Process
Performance
Review
End
user
evalua(ons
Weighted-­‐score
method
7
PNG
Ins(tute
of
Banking
and
Business
Management
9
4

123. Buygrid
Framework
Table
7.1
Buyclasses
Modified
Rebuy
Straight
Rebuy
1.
Problem
Recogni(on
Yes
Maybe
No
2.
General
need
descrip(on
Buyphases
New
Task
Yes
Maybe
No
3.
Product
specifica(on
Yes
Yes
Yes
4.
Supplier
search
Yes
Maybe
No
5.
Proposal
solicita(on
Yes
Maybe
No
6.
Supplier
Selec(on
Yes
Maybe
No
7.
Order-­‐rou(ne
specifica(on
Yes
Maybe
No
8.
Performance
review
Yes
Yes
Yes
PNG
Ins(tute
of
Banking
and
Business
Management

124. Managing
B2B
Rela(onships
Online
social
media
One-­‐to-­‐one
Marke(ng
PNG
Ins(tute
of
Banking
and
Business
Management

125. Managing
B2B
Rela(onships
Ver(cal
Coordina(on
Rela(onship
Factors
Availability
of
alterna(ves
Importance
of
supply
Complexity
of
supply
Supply
market
dynamism
PNG
Ins(tute
of
Banking
and
Business
Management

126. Buyer-­‐Seller
Rela(onship
Categories
Coopera(ve
systems
Collabora(ve
Customer
is
king
Contractual
transac(on
PNG
Ins(tute
of
Banking
and
Business
Management
Mutually
adap(ve

127. Ins(tu(onal
and
Governments
Markets
Prisons
Government
agencies
Schools
Hospitals
PNG
Ins(tute
of
Banking
and
Business
Management

128. Principles
of
Marke7ng
Chapter
8
Products,
Services,
Brands
Product
Services
Marke7ng
Branding
Strategy
PNG
Ins(tute
of
Banking
and
Business
Management

129. PNG
Ins(tute
of
Banking
and
Business
Management

130. PNG
Ins(tute
of
Banking
and
Business
Management

131. PNG
Ins(tute
of
Banking
and
Business
Management

132. PNG
Ins(tute
of
Banking
and
Business
Management

133. PNG
Ins(tute
of
Banking
and
Business
Management

134. THREE
LEVELS
OF
PRODUCT
DECISION
1.
Individual
Product
Decision
Product
Aoributes
Product
Support
Services
PNG
Ins(tute
of
Banking
and
Business
Management
Branding
Packaging
Labelling

135. 2.
Product
Line
Decision
Product
Aoributes
Product
Support
Services
PNG
Ins(tute
of
Banking
and
Business
Management
Branding
Packaging
Labelling

136. 3.
Product
Mix
Decision
Product
Aoributes
Product
Support
Services
PNG
Ins(tute
of
Banking
and
Business
Management
Branding
Packaging
Labelling

137. PNG
Ins(tute
of
Banking
and
Business
Management

138. PNG
Ins(tute
of
Banking
and
Business
Management

139. PNG
Ins(tute
of
Banking
and
Business
Management

140. PNG
Ins(tute
of
Banking
and
Business
Management

141. PNG
Ins(tute
of
Banking
and
Business
Management

142. PNG
Ins(tute
of
Banking
and
Business
Management

143. Crea(ng
Brand
Equity
PNG
Ins(tute
of
Banking
and
Business
Management

144. Brand
“A
name,
term,
sign,
symbol,
or
design,
or
a
combina(on
of
them,
intended
to
iden(fy
the
goods
or
services
of
one
seller
or
group
of
sellers
and
to
differen(ate
them
from
those
of
compe(tors.”
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
144
of
27

145. Strategic
Brand
Management
Plan
Measure/
Interpret
Iden(fy
Grow
PNG
Ins(tute
of
Banking
and
Business
Management

146. Role
of
Brands
Consumer
Benefits
Brands:
• Iden(fy
source/maker
• Simplifies
decision
making
• Reduces
risk
PNG
Ins(tute
of
Banking
and
Business
Management

147. Role
of
Brands
Marketer
Benefits
Brands:
• Simplify
product
handling
• Protect
unique
features
• Create
loyalty
• Establish
barriers
to
entry
PNG
Ins(tute
of
Banking
and
Business
Management

148. Scope
of
Branding
Crea(ng
difference
between
products
Brand
PNG
Ins(tute
of
Banking
and
Business
Management

149. Brand
Equity
The
added
value
endowed
on
products
and
services
because
of
the
brand.
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
149
of
27

150. Customer-­‐based
Brand
Equity
Differences
in
consumer
response
Consumers’
brand
knowledge
Percep(ons,
preferences,
and
behaviors
PNG
Ins(tute
of
Banking
and
Business
Management

151. Brand
Promise
What
the
brand
must
be
and
do
for
consumers.
PNG
Ins(tute
of
Banking
and
Business
Management

152. Branding
Strategy
Develop
new
brand
elements
Apply
exis(ng
brand
elements
Combine
new
and
exis(ng
elements
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then
open the file again. If the red x still appears, you may have to delete the image and then insert it again.
PNG
Ins(tute
of
Banking
and
Business
Management

153. Branding
Strategy
Parent
Brand
(Master
or
Family
Brand)
Line
Extension
Tide
-­‐ Fruit
on
the
Bottom
-­‐ Fruit
Blends
PNG
Ins(tute
of
Banking
and
Business
Management
Category
Extension
Honda
-­‐ Automobiles
-­‐ Lawn
Mowers

154. Branding
Decisions
Individual
Brand
Names
•
•
•
•
Bisquick
Gold
Medal
Whea(es
Yoplait
Company
Brand
GE,
Heinz,
Campbell
Soup
Sub-­‐brand
name
Kellogg’s
Rice
Krispies,
Frosted
Flakes…
PNG
Ins(tute
of
Banking
and
Business
Management

155. Brand
Porzolio
A
brand
porzolio
is
the
set
of
all
brands
and
brand
lines
a
par(cular
firm
offers
for
sale
in
a
par(cular
category
or
market
segment.
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
155
of
27

156. Brand
Porzolio
-­‐
Sony
Computer
VAIO
-­‐notebook
-­‐desktop
Digital
Home
Disc
Burner
Televisions
Theatre
Cameras
Cyber-­‐shot
Televisions
Alpha
SLR
Home
theatre
systems
HandyCam
Printers
Digital
Loca(on
Free
picture
mylo
frames
So{ware
Photo
services
Portable
Electronics
Walkman
Video
MP3
Rolly
Blu-­‐ray
Disc
Reader
Digital
Book
DVD
players
Home
audio
components
Sony
Cell
Phone
GPS
PNG
Ins(tute
of
Banking
and
Business
Management
Sony
Pictures
Movies
-­‐Theatre
-­‐DVD
-­‐Blue-­‐ray
Television
-­‐Comedy
-­‐Drama
-­‐Day(me
-­‐Cartoons
Music
Games
PlaySta7on
-­‐PS3
-­‐PS2
-­‐Portable

157. Brand
Roles
High-­‐end
Pres(ge
Cash
Cows
Low-­‐end
Entry
Level
PNG
Ins(tute
of
Banking
and
Business
Management
Flankers

158. Brand
Extensions
Improve
the
odds
of
new-­‐product
success
PNG
Ins(tute
of
Banking
and
Business
Management

159. Building
Strong
Brands
Brand
Posi(oning
• Aoributes
• Benefits
• Beliefs
and
Values
Brand
Name
Selec(on
Brand
Sponsorship
PNG
Ins(tute
of
Banking
and
Business
Management
Brand
Development

160. {
Commercial
Break
}
PNG
Ins(tute
of
Banking
and
Business
Management
This
(me
is
for
real…

161. Principles
of
Marke7ng
Chapter
2
OK,
We’re
back.
Again.
PNG
Ins(tute
of
Banking
and
Business
Management

162. Principles
of
Marke7ng
Chapter
9
New
Product
Development
NPD
Strategy
Product
Life
Cycle
Strategies
PNG
Ins(tute
of
Banking
and
Business
Management

163. Google.com
PNG
Ins(tute
of
Banking
and
Business
Management

164. Product
Life
Cycle
Challenges
1. New
Product
Development
2. Product
Life
Cycle
Strategies
PNG
Ins(tute
of
Banking
and
Business
Management

165. PNG
Ins(tute
of
Banking
and
Business
Management

166. PNG
Ins(tute
of
Banking
and
Business
Management

167. PNG
Ins(tute
of
Banking
and
Business
Management

168. PNG
Ins(tute
of
Banking
and
Business
Management

169. PNG
Ins(tute
of
Banking
and
Business
Management

170. PNG
Ins(tute
of
Banking
and
Business
Management

171. PNG
Ins(tute
of
Banking
and
Business
Management

172. PNG
Ins(tute
of
Banking
and
Business
Management

173. PNG
Ins(tute
of
Banking
and
Business
Management

174. PNG
Ins(tute
of
Banking
and
Business
Management

175. PNG
Ins(tute
of
Banking
and
Business
Management

176. {
Commercial
Break
}
PNG
Ins(tute
of
Banking
and
Business
Management
This
(me
is
for
real…

177. Principles
of
Marke7ng
Chapter
2
OK,
We’re
back.
Again.
PNG
Ins(tute
of
Banking
and
Business
Management

178. PNG
Ins(tute
of
Banking
and
Business
Management

179. PNG
Ins(tute
of
Banking
and
Business
Management

180. PNG
Ins(tute
of
Banking
and
Business
Management

181. PNG
Ins(tute
of
Banking
and
Business
Management

182. PNG
Ins(tute
of
Banking
and
Business
Management

183. PNG
Ins(tute
of
Banking
and
Business
Management

184. Principles
of
Marke7ng
Chapter
9,10
Pricing
Strategies
Pricing
Strategies
Price
Changes
PNG
Ins(tute
of
Banking
and
Business
Management

185. Developing
Pricing
Strategies
and
Programs
PNG
Ins(tute
of
Banking
and
Business
Management

186. Discussion
Ques(ons
1. How
do
consumers
process
and
evaluate
prices?
2. How
should
a
company
set
prices
ini(ally
for
products
or
services?
3. How
should
a
company
adapt
prices
to
meet
varying
circumstances
and
opportuni(es?
4. When
should
a
company
ini(ate
a
price
change?
5. How
should
a
company
respond
to
a
compe(tor’s
price
change?
PNG
Ins(tute
of
Banking
and
Business
Management
Copyright
©
2012
Pearson
Educa(on,
Inc.
Publishing
as
Pren(ce
Hall
Slide
186
of
22

187. Marke(ng
Mix
Cost
Product
Price
Cost
Place
Promo(on
Revenue
Producer
PNG
Ins(tute
of
Banking
and
Business
Management
Cost

188. Changing
Price
Environment
Buyers
I’ll
pay
$235.00
Instant
Price
Comparisons
Get
Products
Free
Name
Your
Own
Price
PNG
Ins(tute
of
Banking
and
Business
Management

189. Changing
Price
Environment
Sellers
$29.99
$19.99
$24.99
Selec7ve
Pricing
Nego7ate
Prices
PNG
Ins(tute
of
Banking
and
Business
Management
Monitor
Customers

190. How
Companies
Price
Product-­‐line
Managers
(w/guidance)
Small
Business
Owner
Pricing
Department
PNG
Ins(tute
of
Banking
and
Business
Management

191. Consumer
Psychology
and
Pricing
Price-­‐Quality
Inferences
Reference
Prices
99
$1.
Price
Endings
PNG
Ins(tute
of
Banking
and
Business
Management

192. A
Black
T-­‐Shirt
Armani
-­‐
$275
Gap
-­‐
$14.90
H&M
-­‐
$7.90
PNG
Ins(tute
of
Banking
and
Business
Management

193. Sevng
the
Price
6
5
Select
Final
Price
Price
Method
4
Compe(tor
Analysis
3
Es(mate
Costs
2
Determine
Demand
1
Pricing
Objec(ve
PNG
Ins(tute
of
Banking
and
Business
Management

194. Selec(ng
the
Pricing
Objec(ve
Survival
Maximum
Current
Profit
Maximum
Market
Share
Maximum
Market
Skimming
Product-­‐Quality
Leadership
Other
Objec(ves
PNG
Ins(tute
of
Banking
and
Business
Management

195. Determining
Demand
Price
sensi7vity
Es7ma7ng
demand
curves
Price
Elas7city
of
Demand
PNG
Ins(tute
of
Banking
and
Business
Management

196. Inelas(c
and
Elas(c
Demand
PNG
Ins(tute
of
Banking
and
Business
Management

197. Es(ma(ng
Costs
Demand
Price
Ceiling
Price
Profit
Costs
PNG
Ins(tute
of
Banking
and
Business
Management
Price
Floor

198. Es(ma(ng
Costs
Types
of
costs
Fixed
Costs
(overhead)
Variable
Costs
PNG
Ins(tute
of
Banking
and
Business
Management
Total
Costs

199. Costs
at
Varying
Levels
of
Produc(on
PNG
Ins(tute
of
Banking
and
Business
Management

200. Es(ma(ng
Costs
Accumulated
Produc7on
Experience
Curve
(Learning
Curve)
PNG
Ins(tute
of
Banking
and
Business
Management

201. Es(ma(ng
Costs
Target
Cos7ng
Market
research
PNG
Ins(tute
of
Banking
and
Business
Management
Design
engineers

202. The
Experience
Curve
PNG
Ins(tute
of
Banking
and
Business
Management

203. Analyzing
Compe(tors’
Offers
Price
Costs
Reac(on
“A”
PNG
Ins(tute
of
Banking
and
Business
Management
“B”
Worth
to
Customer

204. Selec(ng
a
Pricing
Method
Pricing
Methods
• Markup
• Target-­‐return
• Perceived-­‐Value
• Value
• Going-­‐rate
• Auc(on-­‐type
PNG
Ins(tute
of
Banking
and
Business
Management

205. High
Price
(No
possible
demand
at
this
price)
Three
Cs
Model
for
Price
Sevng
Ceiling
price
Customers’
assessment
of
unique
product
features
Orien(ng
point
Compe(tors’
prices
and
prices
of
subs(tutes
Costs
Floor
Price
Low
Price
(No
possible
profit
at
this
price)
PNG
Ins(tute
of
Banking
and
Business
Management

206. Markup
Pricing
Variable
cost
per
toaster
$10
Fixed
costs
$300,000
Expected
unit
sales
50,000
PNG
Ins(tute
of
Banking
and
Business
Management

207. Target-­‐Return
Pricing
PNG
Ins(tute
of
Banking
and
Business
Management

208. Target-­‐Return
Pricing
PNG
Ins(tute
of
Banking
and
Business
Management

209. Perceived-­‐Value
Pricing
Customer’s
perceived-­‐value
•
•
•
•
Performance
$$$
Warranty
$
Customer
support
$
Reputa(on
$$
PNG
Ins(tute
of
Banking
and
Business
Management

210. Value
Pricing
EDLP
THOUSANDS
OF
LOW
PRICES
EVERY
DAY
Level
of
Quality
throughout
the
store
P1
C1
P2
C2
High
Pricing
Low
PNG
Ins(tute
of
Banking
and
Business
Management

211. Going-­‐Rate
Pricing
Commodi(es
Follow
the
Leader
PNG
Ins(tute
of
Banking
and
Business
Management

212. Auc(on
Pricing
English
auc7on
(ascending
bids)
Dutch
auc7on
(descending
bids)
Sealed-­‐bid
auc7on
PNG
Ins(tute
of
Banking
and
Business
Management

213. Selec(ng
the
Final
Price
Impact
on
others
Brand
Quality
Pricing
Policies
Gain-­‐and-­‐risk-­‐sharing
PNG
Ins(tute
of
Banking
and
Business
Management

214. Adap(ng
the
Price
Geographic
Pricing
Price
Discounts
and
Allowances
Differen7ated
Pricing
Promo7onal
Pricing
PNG
Ins(tute
of
Banking
and
Business
Management

215. Dealing
with
Price
Changes
Raising
Prices
Cugng
Prices
PNG
Ins(tute
of
Banking
and
Business
Management
Compe7tor
Moves

216. {
Commercial
Break
}
PNG
Ins(tute
of
Banking
and
Business
Management
This
(me
is
for
real…

217. Principles
of
Marke7ng
Chapter
2
OK,
We’re
back.
Again.
PNG
Ins(tute
of
Banking
and
Business
Management

218. PNG
Ins(tute
of
Banking
and
Business
Management

219. PNG
Ins(tute
of
Banking
and
Business
Management

220. PNG
Ins(tute
of
Banking
and
Business
Management

221. PNG
Ins(tute
of
Banking
and
Business
Management

222. PNG
Ins(tute
of
Banking
and
Business
Management

223. PNG
Ins(tute
of
Banking
and
Business
Management

224. PNG
Ins(tute
of
Banking
and
Business
Management

225. PNG
Ins(tute
of
Banking
and
Business
Management

226. PNG
Ins(tute
of
Banking
and
Business
Management

227. PNG
Ins(tute
of
Banking
and
Business
Management

228. PNG
Ins(tute
of
Banking
and
Business
Management

229. PNG
Ins(tute
of
Banking
and
Business
Management

230. PNG
Ins(tute
of
Banking
and
Business
Management

231. {
Lets
call
it
a
day}
PNG
Ins(tute
of
Banking
and
Business
Management
This
(me
is
for
real…

232. Next
week’s
Case
Study
Team
1:
Page
A16-­‐
1.1
to
1.5
Team
2:
Page
A23-­‐2.1
to2.3
-­‐
Westgate
Team
3:
Page
A27-­‐3.1-­‐
Kingsford
Team
4:Page
A27-­‐3.2
–
Pepsi
Co
Team
5:Page
A27-­‐3.3
–
Hair
Zone
PNG
Ins(tute
of
Banking
and
Business
Management