lesson 1 marketing management. subject detail unit 7: strategic marketing management – unit code:...

Lesson 1

Marketing Management

Subject Detail

• Unit 7: Strategic Marketing Management– Unit code: Y/602/2065

– QCF Level 7: BTEC Professional– Credit value: 10

– Guided learning hours: 30

Learning Outcome

• Understand the principles of strategic

marketing management

Introduction to Marketing

Miss Mary Lynn Mundell

What Is Marketing?

Simple definition: Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably.” (CIM,2001)

Goals: 1. Attract new customers by promising superior value. 2. Keep and grow current customers by delivering satisfaction.

Marketing Defined

• Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

OLD view of marketing:Making a sale—“telling and

selling”

NEW view of marketing:

Satisfying customer needs

Why is Marketing Important?

Shifting Business Paradigms

Sellers’ markets

Buyers’ markets

The Marketing Process

A simple model of the marketing process:• Understand the marketplace and customer needs

and wants.• Design a customer-driven marketing strategy.• Construct an integrated marketing program that

delivers superior value.• Build profitable relationships and create customer

delight.• Capture value from customers to create profits and

customer quality.

Needs, Wants, and Demands

Need: State of felt deprivation including physical, social, and individual needs.

• Physical needs: Food, clothing, shelter, safety• Social needs: Belonging, affection• Individual needs: Learning, knowledge, self-expressionWant: Form that a human need takes, as shaped by

culture and individual personality.

• Wants + Buying Power = Demand

Need/ Want Fulfillment

Needs & wants are fulfilled through a Marketing Offering:

• Products:– Persons, places, organizations, information, ideas.

• Services:– Activity or benefit offered for sale that is essentially

intangible and does not result in ownership.

• Experiences:– Consumers live the offering.

Customer Value and Satisfaction

Dependent on the product’s perceived performance relative to a buyer’s expectations.

Care must be taken when setting expectations:• If performance is lower than expectations, satisfaction is low.• If performance is higher than expectations, satisfaction is

high.Customer satisfaction often leads to consumer loyalty.Some firms seek to DELIGHT customers by exceeding

expectations.

Marketing ManagementThe art and science of choosing target markets and

building profitable relationships with them.• Requires that consumers and the marketplace be

fully understood.• Aim is to find, attract, keep, and grow customers by

creating, delivering, and communicating superior value.

Marketing Management

Marketing managers must consider the following, to ensure a successful marketing strategy:

1. What customers will we serve?— What is our target market?

2. How can we best serve these customers?

— What is our value proposition?

Choosing a Value Proposition

The set of benefits or values a company promises to deliver to consumers to satisfy their needs.

• Value propositions dictate how firms will differentiate and position their brands in the marketplace.

The Marketing Concept

The marketing concept:• A marketing management philosophy that holds that

achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors.

Customer Perceived Value

Customer perceived value:– “Customer’s evaluation of the difference between

all of the benefits and all of the costs of a marketing offer relative to those of competing offers.” (Armstrong & Kotler)

– Perceptions may be subjective – Consumers often do not objectively judge values

and costs.Customer value = perceived benefits – perceived sacrifice.

The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.

• Product: Variety, features, brand name, quality, design, packaging, and services.

• Price: List price, discounts, allowances, payment period, and credit terms.

• Place: Distribution channels, coverage, logistics, locations, transportation, assortments, and inventory.

• Promotion: Advertising, sales promotion, public relations, and personal selling.

The Marketing Mix

Marketing Strategy

Customer-Driven Marketing Strategy

Requires careful customer analysis.To be successful, firms must engage in:• Market segmentation• Market targeting• Differentiation• Positioning

Segmentation:• The process of dividing a market into distinct groups

of buyers with different needs, characteristics, or behavior who might require separate products of marketing programs.

Targeting:• Involves evaluating each market segment’s

attractiveness and selecting one or more segments to enter.

Market Segmentation and Targeting

Differentiation and PositioningDifferentiation:• Creating superior customer value by actually

differentiating the market offering.Positioning:• Arranging for a product to occupy a clear, distinctive,

and desirable place relative to competing products in the minds of target consumers.

Market Segmentation

Key segmenting variables:• Geographic• Demographic• Psychographic• Behavioral

Different segments desire different benefits from products.Best to use multivariable segmentation bases in order to identify

smaller, better-defined target groups.

Market Segmentation

Why Segment?:• Meet consumer needs more precisely• Increase profits• Segment leadership• Retain customers• Focus marketing

communications

Evaluating Market Segments

Segment size and growth:• Analyze current segment sales, growth rates, and expected

profitability.Segment structural attractiveness:• Consider competition, existence of substitute products, and

the power of buyers and suppliers.Company objectives and resources:• Examine company skills and resources needed to succeed in

that segment.• Offer superior value and gain advantages over competitors.

Market Targeting

Market targeting involves:• Evaluating marketing segments.

– Segment size, segment structural attractiveness, and company objectives and resources are considered.

• Selecting target market segments.– Alternatives range from undifferentiated marketing to

micromarketing.• Being socially responsible.

Differentiation and Positioning

A product’s position is:• The way the product is defined by consumers on

important attributes—the place the product occupies in consumers’ minds relative to competing products.

• Perceptual positioning maps can help define a brand’s position relative to competitors.

Differentiation and Positioning

Identifying possible value differences and competitive advantages:

• Key to winning target customers is to understand their needs better than competitors do and to deliver more value.

Competitive advantage:• Extent to which a company can position itself as

providing superior value.– Achieved via differentiation.

What's next?

Weekly Program

• 1.1 discuss the role of strategic marketing in an organisation

• 1.2 explain the processes involved in strategic marketing

• 1.3 evaluate the links between strategic marketing and corporate Strategy

Today’s Objective

• 1.1 Discuss the role of strategic marketing in

an organisation

Main issues to discuss LO 1• Role of strategic marketing:

key definitions of strategic marketing from the Chartered Institute of Marketing and key authors (eg Hugh Davidson; Peter Doyle; Philip Kotler; Malcolm McDonald);• role and importance of strategic marketing

in an organisation; concepts; systematic approach; sequencing and scheduling of activities; integration of activities; resource requirements; timescaling; onitoring and control elements• Processes:

strategic marketing planning processes (eg Peter Doyle, Malcolm McDonald) including strategic marketing analysis, marketing strategy objective setting, perceptual mapping, factor analysis, option evaluation, choice,

• formulation, implementation and control

Links to corporate strategy: the nature of strategy and marketing links to

corporate strategy eg Michael Porter; links to mission statement, organisational structure,

corporate responsibility and ethics; dynamic strategy (Carpenter and Sanders); knowledge management systems

Focus on Strategic Marketing

Marketing - Definition

• The management process responsible for identifying, anticipating and satisfying customer requirements profitably

Strategic Marketing

• Strategic marketing focuses on how to develop competitive advantage through the drivers of shareholder value. Delivering value to your business requires insight into your changing marketplace and decisions regarding how to match your organisation’s distinctive capabilities with promising value opportunities. Being able to do this is the key for many marketers to increase their influence in the organisation

FIGURE 2-1 The three levels of strategyin organizations: corporate, business unit, and functional

• Strategy Issues in Organizations

Goals or Objectives

• Profit

• Sales

• Market Share

• Quality

• Customer Satisfaction

• Employee Welfare

• Social Responsibility

ORGANIZATIONS AND THEIRLEVELS OF STRATEGY

THE STRATEGIC MARKETING PROCESS

Strategic Marketing Process

• How do we allocate our resources to get wherewe want to go?

• How do we convert our plans to actions?

• How do our results compare with our plans,and do deviations require new plans?

Marketing Plan

FIGURE 2-4 The strategic marketing process

• Strategic Marketing Process:The Planning Phase

Step 1: Situation (SWOT) Analysis

• Situation Analysis

• SWOT Analysis

Opportunities

Strengths

Threats

Weaknesses

THE STRATEGIC MARKETING PROCESS

FIGURE 2-5 Ben & Jerry’s: a SWOT analysis to get it growing again

Ben & Jerry’s One Sweet Whirled CampaignWhat is the impact of a SWOT analysis?

• Strategic Marketing Process:The Planning Phase

Step 2: Market-Product Focus and Goal Setting

• Market Segmentation

• Set Marketing and Product Goals

• Select Target Markets

• Find Points of Difference

• Position the Product

THE STRATEGIC MARKETING PROCESS

• Strategic Marketing Process:The Planning Phase

Step 3: Marketing Program

• Product Strategy

• Price Strategy

• Promotion Strategy

• Place (Distribution) Strategy

THE STRATEGIC MARKETING PROCESS

FIGURE 2-6 Elements of the marketing mix that comprise a cohesive marketing program

• Strategic Marketing Process:The Implementation Phase

Obtaining Resources

Designing the Marketing Organization

Developing Schedules

THE STRATEGIC MARKETING PROCESS

FIGURE 2-7 Organization of a typical manufacturing firm showing a breakdown of the marketing department

• Strategic Marketing Process:The Implementation Phase

Executing the Marketing Program

• Marketing Strategy

• Marketing Tactics

THE STRATEGIC MARKETING PROCESS

• Strategic Marketing Process:The Control Phase

Comparing Results With Plans to IdentifyDeviations

Acting on Deviations

• Planning Gap

• Exploiting a Positive Deviation

• Correcting a Negative Deviation

THE STRATEGIC MARKETING PROCESS

MARKETING VERSUS BUSINESS PLANS

SUPPLEMENTALLECTURE

FIGURE A-1 Elements in typical marketing and business plans targeted at different audiences

FIGURE 2-A Results of good and bad marketing planning and implementation

FIGURE 2-E Gantt chart for scheduling the term project

Profit

Profit is the reward to a business firm for the risk it undertakes in offering a product for sale. It is also the money left over after a firm’s total expenses are subtracted from its total sales.

Profit is the reward to a business firm for the risk it undertakes in offering a product for sale. It is also the money left over after a firm’s total expenses are subtracted from its total sales.

Mission is a statement of the organization’s scope, often identifying its customers, markets, products, technology, and values.

Mission is a statement of the organization’s scope, often identifying its customers, markets, products, technology, and values.

Mission

Organizational culture is a set of values, ideas, and attitudes that is learned and shared among the members of an organization.

Organizational culture is a set of values, ideas, and attitudes that is learned and shared among the members of an organization.

Organizational Culture

Goals or objectives convert the mission into targeted levels of performance to be achieved, often by a specific time.

Goals or objectives convert the mission into targeted levels of performance to be achieved, often by a specific time.

Goals or Objectives

Market share is the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself.

Market share is the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself.

Market Share

The strategic marketing process is the approach whereby an organization allocates its marketing mix resources to reach its target markets.

The strategic marketing process is the approach whereby an organization allocates its marketing mix resources to reach its target markets.

Strategic Marketing Process

A marketing plan is a road map for the marketing activities of an organization for a specified future period of time, such as one year or five years.

A marketing plan is a road map for the marketing activities of an organization for a specified future period of time, such as one year or five years.

Marketing Plan

Situation analysis involves taking stock of where a firm or product has been recently, where it is now, and where it is headed in terms of the organization’s plans and the external factors and trends affecting it.

Situation analysis involves taking stock of where a firm or product has been recently, where it is now, and where it is headed in terms of the organization’s plans and the external factors and trends affecting it.

Situation Analysis

SWOT analysis is an acronym describing an organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats.

SWOT analysis is an acronym describing an organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats.

SWOT Analysis

Market segmentation involves aggregating prospective buyers into groups, or segments, that (1) have common needs and (2) will respond similarly to a marketing action.

Market segmentation involves aggregating prospective buyers into groups, or segments, that (1) have common needs and (2) will respond similarly to a marketing action.

Market Segmentation

Points of difference are those characteristics of a product that make it superior to competitive substitutes.

Points of difference are those characteristics of a product that make it superior to competitive substitutes.

Points of Difference

A marketing strategy is the means by which a marketing goal is to be achieved, usually characterized by a specific target market and a marketing program to reach it.

A marketing strategy is the means by which a marketing goal is to be achieved, usually characterized by a specific target market and a marketing program to reach it.

Marketing Strategy

Marketing tactics are detailedday-to-day operational decisions essential to the overall success of marketing strategies.

Marketing tactics are detailedday-to-day operational decisions essential to the overall success of marketing strategies.

Marketing Tactics