review: section 1 & 2 · empathise define ideate prototype test a design thinking approach 5...
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Review: section 1 & 2
Unit purpose & structure Brief revisit section 1& 2 Provide a preview of section 3 & expand
our mental picture Introduce Design thinking Blue ocean thinking
Directions
Let’s have a brief review of sections 1 & 2
Then we will preview section 3 [application]
the marketing concept
Central to understanding marketing is an understanding of
the marketing concept
Because it is overarching think of it as a giga-concept
1. the buyer decision process2. the total product 3. the circle of satisfaction
many X milli-marketing concepts
© Dr. Stephen Fanning
1 X giga-marketing concept
3 X mega-marketing concepts
Organisation adopts the marketing concept
Designs and develops a unique marketing philosophy
Considers the prevailing situational factors [COMP]
Nurtures an organisational culture
The quest to better serve the customerThe quest to overcome the challenges facing societyThe quest for better use [application] of existing resourcesThe quest for more effective distribution of: o information, products, & people
Organisations adopt one of 3 business concepts
However, it is not uncommon to have elements of other business concepts
1
2
3
Marketing concept
PhilosophyDefinition
Evolution
Objectives
Buyer decision process
Total product concept
Communicating
Positioning
Circle of satisfaction
Controlling
Theory
Application
Unit structure
✔✔
[-] [+]expectations
delivered
Purchase behaviour Product delivery Post purchase
Searching, estimating & selecting Reflecting & evaluating
financial3 strategic3 communication3
Marketing objectives3
costs3
risks/qualities8
Values1
situational factors4
[COMP]
The marketing concept – best satisfy2
qualities
value2
costs
expectations
satisfaction
cumulative sat.
trust
loyalty
collective satisfaction
trust & loyalty
exit
1 2 3
need
product selectioncore
expected
augmented
Brand equity
P. considerations
iterative
goods services
experiences
ideas people
place
Experiencing & assessing
potential
B. considerationsCLV
© Dr. Stephen Fanning
Now that we have studied the philosophy & theory
sections we need to apply our knowledge
Good idea
In section 3 we will integrate 2 contemporary ‘ideas’design thinking and blue ocean thinking
empathise define ideate prototype test
A design thinking approach5 interactive tasks
empathise define ideate prototype test
A design thinking approach5 interactive tasks
Empathise: this is about understanding, through asking, listening, & observing what
are the needs of the people I am designing this product for Define: this is about defining the problem from the perspective of the recipient
Ideate: this is about brainstorming and creating a mind map of all ideas
Prototype: this is about designing and creating a prototype that can be tested to
provide feedback Test: this is about returning to the target market and testing the product to
gain feedback and feedforward
A blue ocean thinking approach
Challenges marketing practitioners to seek out uncontested markets and avoid crowded markets
[+ purple and red oceans]
Communication PlanAttractRetain
Enahance
Marketing Audit[COMP]
Articulate position
Marketingplan
Marketingaction plans
Corrective actions
Organisation’sphilosophy
Organisation’sobjectives priorities &
budget
EVALUATE
IMPLEMENT
ANALYSE
DESIGN
1
Evaluateperformance
Analysedata
Implementaction plans
COLLECT
DEVELOP
Businessplans
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