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Fundamentals of Marketing

Chris Banman Fall 2010 471.21 Providence College. Fundamentals of Marketing. To Do. By Today. By Thursday. Groups Read syllabus Chapter 1 and 2 Review website. Meet group Chapter 3 McDonald’s Seniors Following Monday Quiz and chapter 4. Marketing Strategy. example .

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Fundamentals of Marketing

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  1. Chris Banman Fall 2010 471.21 Providence College Fundamentals of Marketing

  2. To Do By Today By Thursday • Groups • Read syllabus • Chapter 1 and 2 • Review website • Meet group • Chapter 3 • McDonald’s Seniors • Following Monday • Quiz and chapter 4

  3. Marketing Strategy example thumbnail history • Computer magazines • Internet • Canadian tariff reductions • Corporate & government sales • Europe • IBM • Oops! • Extend care

  4. in rest of firm Marketing Manager • plan • implement • control inside marketing dept

  5. Production-oriented manager sees everyone as basically similar and practices “mass marketing” Marketing-oriented manager sees everyone as different and practices “target marketing” Marketing Manager • Plan • target

  6. Product Place C Price Promotion Marketing Manager

  7. Product C Marketing Manager

  8. Place Procter&Gamble Dell GM Sears Wholesaler Wholesaler Wholesaler Retailer Retailer Retailer Marketing Manager Consumer

  9. Promotion Marketing Manager • sales promotion • advertising • publicity • direct selling

  10. objectives cost / demand legal issues firm’s other products competitors & substitutes sensitivity flexibility changes discounts & allowances geographic variations Price Marketing Manager

  11. Product Place C Price Promo- tion Marketing Manager • plan • target • Toddler University • Traditionalists • Fashionistas • Economizers • Attentives

  12. strategies push pull tactics direct Indirect means retail personal selling door-to-door in-store word-of-mouth one-on-one supplemental sales promotion coupons POP displays purchase incentives sales premiums trade shows contests publicity objectives information positioning added value sales volume advertising Yellow Pages newspapers magazines direct mail catalogues radio television Internet click-through search engine or… outdoor sidewalk flyers skywriting Later in the course Promotion Plan

  13. Marketing Jargon Target Market Product1 Marketing Strategy = + Marketing Mix Marketing Plan = + Firm’s Marketing Program Time- Related Details = + Other Marketing Plans Products 2…n

  14. Marketing Planning Company objectives & resources S W O T differentiation & positioning Competitors current & prospective segmentation & targeting Customers qualities & desires Environment

  15. Marketing Opportunities case: McDonald’s Seniors

  16. Marketing Planning case: McDonald’s Seniors Company objectives & resources S W O T differentiation & positioning Competitors current & prospective segmentation & targeting Customers qualities & desires Environment

  17. marketing mgmt process strategic planning marketing strategy target market marketing mix target marketing mass marketing channel of distribution personal selling mass selling advertising publicity sales promotion marketing plan implementation operational decisions marketing program breakthrough opportunities competitive advantage differentiation S.W.O.T. analysis market penetration market development product development diversification Key Terms

  18. Marketing case: McDonald’s Seniors “plan the work… …then work the plan”

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