39. That’s who I am.
Who the hell are you?
• How should I address you?
• Where are you from?
• Where do you work?
• What are you great at?
40. Class Policies
• Miss one class – lose (5) participation points
• Second missed class – auto-drop
• Learning teams, APA format
• Late penalty 10% per day
• Syllabus posted in forums is guiding document
41. classic air sol’n (wk3)
23
product offering (wk2)
channel & pricing (wk4)
5
5
classic air (wk1)
7 communications (wk5)
10
participation
30
launch plan (wk6)
20
43. How to identify markets & consumers
How to segment markets
How & why consumers buy
Developing new products
Marketing across channels
How internet marketing works
How to write a marketing plan
How to think like a marketer
163. Presentation Option Guidelines
• 5 - 10 minutes maximum length
• Cover same material as paper
• Not all group members need to present
• Submit powerpoint slides
209. How Do New Products Get Developed?
• Flash of Innovation
• Structured development
• Customer research
210. quote
The radio craze will die out in time
- Thomas Edison
Video won’t be around more than 6
months; people will soon get tired of
staring at a plywood box
- president of 20th century fox, 1946
225. interact
•
•
•
Research your group, then others (10 min)
Data dump to twitter – @mba570
One person per group wiki organizer
• http://start.email.phoenix.edu/
• login with upx ID
• go to more -> sites -> looking for...
• mkt571 research roundtable
237. October / November 2009
Marketing 571
Chapter one
“There is no perfect pickle”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
consumers have varied tastes
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna porttitor ullamcorper, odit
venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra
arcu. Libero sed sit myopia
marketing mollis blandit. Faucibus dolor vel sapien
sagittis pellentesque fermentum, a amet Malcolm Gladwell
1 2
238. October / November 2009
Marketing 571
Chapter two
“The rational consumer*”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. consumer decision process
Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
the reptile brain
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
irrational consumers
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Clotaire Rapaille
13 14
239. October / November 2009
Marketing 571
Chapter three
“Remarkable marketing”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. speak to who’s listeningridiculus elit dolor quis
Phasellus est mollis distinctio,
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
the “otaku”
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibussegmentation
dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Seth Godin
25 26
240. October / November 2009
Marketing 571
Chapter four
“Channel your efforts”
Lorem ipsum dolor sitchannels
marketing amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementumthe long tail
pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
merchandising
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Chris Anderson
38 39
243. 248 Part V Delivering Value
FIGURE 13.4 The Value-Adds Versus Costs of Different Channels
High
Sales force
Value-added
partners
Value-Add of Sale
Direct sales
Distributors channels
Retail stores
Telemarketing "Indirect" channels
Internet
Direct marketing
channels
Low
Low High
Cost per Transaction
Source: Oxford Associates, adapted from Dr. Rowland T. Moriarty, Cubex Corp.
CHANNEL-MANAGEMENT DECISIONS
245. MARKETING INSIGHT GLOBAL STANDARDIZATION OR ADAPTATION?
The marketing concept holds that consumer needs vary and that following elements and determine which would add more revenue
marketing programs will be more effective when they are tailored to than cost:
each target group. This also applies to foreign markets. Yet in 1983,
in a groundbreaking article in the Harvard Business Review, Harvard
I Product features
Professor Theodore Levitt challenged this view and supplied the intel- I Brand name
lectual rationale for global standardization: “The world is becoming a I Labeling
common marketplace in which people—no matter where they live— I Packaging
desire the same products and lifestyles.”
The development of the Web, the rapid spread of cable and satel- I Colors
lite TV around the world, and the global linking of telecommunications I Advertising execution
networks have led to a convergence of lifestyles. The convergence of I Materials
needs and wants has created global markets for standardized prod-
I Prices
ucts, particularly among the young middle class.
Levitt favors global corporations that try to sell the same product I Sales promotion
the same way to all consumers. They focus on similarities across I Advertising themes
world markets and “sensibly force suitably standardized products and I Advertising media
services on the entire globe.” These global marketers achieve
economies through standardization of production, distribution, mar- Consumer behavior can dramatically differ across markets. Take
keting, and management. They translate their efficiency into greater annual beverage consumption. One of the highest per capita con-
value for consumers by offering high-quality and more reliable prod- sumers of carbonated soft drinks is the United States, with 203.9
ucts at lower prices. liters per capita consumption; Italy is among the lowest. But Italy is
Coca-Cola, McDonald’s, Marlboro, Nike, the NBA, and Gillette are one of the highest per capita drinkers of bottled water with 164.4
among the companies that have successfully marketed global prod- liters, whereas the United Kingdom is only 20 liters. When it comes to
ucts. Consider Gillette: Some 1.2 billion people use at least one beer, Ireland and the Czech Republic lead the pack, with over 150
Gillette product daily, according to the company’s estimates. Gillette liters per capita, with France among the lowest at 35.9 liters.
enjoys huge economies of scale by selling a few types of razor blades Besides demand-side differences, other types of supply-side dif-
in every single market. ferences can also prevail. Levitt’s critics pointed out that flexible
Many companies have tried to launch their version of a world manufacturing techniques made it easier to produce many different
product. Yet, most products require some adaptation. Toyota’s Corolla product versions, tailored to particular countries. One study showed
will exhibit some differences in styling. McDonald’s offers a ham and that companies made one or more marketing-mix adaptations in 80
cheese “Croque McDo” in France, a variation of the French favorite percent of their foreign products and that the average number of
croque monsieur. Coca-Cola is sweeter or less carbonated in certain adapted elements was four. So perhaps Levitt’s globalization dictum
countries. Rather than assuming that its domestic product can be should be rephrased. Global marketing, yes; global standardization,
introduced “as is” in another country, the company should review the not necessarily.
Sources: Theodore Levitt, “The Globalization of Markets,” Harvard Business Review (May–June 1983): 92–102; Bernard Wysocki Jr., “The Global Mall: In
Developing Nations, Many Youths Splurge, Mainly on U.S. Goods,” Wall Street Journal, June 26, 1997, p. A1; “What Makes a Company Great?” Fortune,
October 26, 1998, pp. 218–226; David M. Szymanski, Sundar G. Bharadwaj, and P. Rajan Varadarajan, “Standardization versus Adaptation of International
Marketing Strategy: An Empirical Investigation,” Journal of Marketing (October 1993): 1–17; “Burgers and Fries a la Francaise,” The Economist, April 17,
2004, pp. 60–61; Johny K. Johansson, “Global Marketing: Research on Foreign Entry, Local Marketing, Global Management,” in Handbook of Marketing,
edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 457–483.
269. October / November 2009
Marketing 571
Chapter one
“There is no perfect pickle”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna porttitor ullamcorper, odit
venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra
arcu. Libero sed sit mollis blandit. Faucibus dolor vel sapien
sagittis pellentesque fermentum, a amet Malcolm Gladwell
1 2
270. October / November 2009
Marketing 571
Chapter two
“The reptile brain”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Clotaire Rapaille
13 14
271. October / November 2009
Marketing 571
Chapter three
“Be Remarkable”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Seth Godin
25 26
272. October / November 2009
Marketing 571
Chapter four
“The Long Tail”
Lorem ipsum dolor sitchannels
marketing amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
disintermediation
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementumthe long tail
pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
merchandising
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Chris Anderson
38 39
273. October / November 2009
Marketing 571
Chapter five
“Advertising is wasteful”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
advertising
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
integrated marketing
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ethics in marketing
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sitpresentation a bibendum
auctor mauris, hints
rutrum orci non sit volutpat, sit p
John Wanamaker
38 39
298. Chapter 15 Designing and Managing Integrated Marketing Communications 281
TABLE 15.1 Common Communication Platforms
Events/ Personal Direct
Advertising Sales Promotion Experiences Public Relations Selling Marketing
Print and broadcast ads Contests, games, Sports Press kits Sales Catalogs
sweepstakes, lotteries presentations
Packaging—outer Entertainment Speeches Sales meetings Mailings
Packaging—inserts Premiums and gifts Festivals Seminars Incentive Telemarketing
programs
Motion pictures Sampling Arts Annual reports Samples Electronic
shopping
Brochures and booklets Fairs and trade shows Causes Charitable Fairs and TV shopping
donations trade shows
Posters and leaflets Exhibits Factory tours Publications Fax mail
Directories Demonstrations Company Community relations E-mail
museums
Reprints of ads Coupons Street activities Lobbying Voice mail
Billboards Rebates Identity media
Display signs Low-interest Company magazine
financing
Point-of-purchase Entertainment
displays
Audiovisual material Trade-in allowances
Symbols and logos Continuity programs
Videotapes Tie-ins
media. Four represent major communication functions—encoding, decoding, response, and
306. data
$1,050
$730
$502 $520
$194 $242
$121
web
store
catalog
catalog+internet
internet+retail
catalog+retail
catalog+retail + internet
307.
308. Share of Ad Spending
Local TV
Internet
14.8%
5.9%
4.5% 2.5% Network TV
National Magazines
17.1% Cable TV
2.4% National Magazines
Local TV
7.2% Internet
Local Newspapers
Hispanic TV
Cable TV Syndicated TV
22.7% Network TV Other
22.8%
source: Nielsen Online, AdAcross, Marketingcharts.com
317. More Tips
• Look at online materials forum
• Slides support speakers
• Have hip-pocket slides
• Be prepared
• Use pictures, not clip art - www.compfight.com
• Have fun, create a story arc
318. This is an ugly slide
• Look at online materials forum
• Slides support speakers
• Have hip-pocket slides
• Be prepared
• Use pictures, not clip art - www.compfight.com
• Have fun, create a story arc
330. October / November 2009
Marketing 571
Chapter one
“There is no perfect pickle”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna porttitor ullamcorper, odit
venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra
arcu. Libero sed sit mollis blandit. Faucibus dolor vel sapien
sagittis pellentesque fermentum, a amet Malcolm Gladwell
1 2
331. October / November 2009
Marketing 571
Chapter two
“The reptile brain”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Clotaire Rapaille
13 14
332. October / November 2009
Marketing 571
Chapter three
“Be Remarkable”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Seth Godin
25 26
333. October / November 2009
Marketing 571
Chapter four
“The Long Tail”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Chris Anderson
38 39
334. October / November 2009
Marketing 571
Chapter five
“Advertising is wasteful”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
John Wanamaker
49 50
335. October / November 2009
Marketing 571
Chapter six
“Mmmm….Donuts”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus relations
public est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ethics
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p
Homer Simpson
60 61