1. Week 1 Class One

2. Marketing Management

3. Five Components of Marketing Management

4. What is Marketed? Goods Services Events and experiences Persons Places and properties Organizations Information Ideas

5. Demand States Negative Nonexistent Latent Declining Irregular Unwholesome Full Overfull

6. Marketing Mix and the Customer Four Ps Product Price Place Promotion Four Cs Customer solution Customer cost Convenience Communication

7. Marketing Management Tasks Developing marketing strategies Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth

8. Muji

11. Read ch 1 and 2 of Aaker (gallo case!) At Amazon, Marketing Is for Dummies Presentation: 5% grade Pretend that Muji is coming to Colombia. Make an external and customer analysis like the one seen in Gatorade for Muji. Maximum of ten slides, groups of three people max. Each member of the group must upload slides Please upload powerpointsin moodle (next class)

12. Week 1 Class Two

13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 1-13 Marketing Management Tasks Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth

14. Benefits of Marketing Management

15. Benefits of Marketing Management

16. Benefits of Marketing Management

17. Gatorade Video

18. What benefits do these companies receive from Marketing Management Gallo Muji Gatorade

19. Methods of Organizing Marketing Department

20. Steps and Procedures in Staffing and Managing Marketing Personnel

21. Unsophisticated Budgeting Approaches

22. Sophisticated Budgeting Approaches

23. “Building-Block” Procedure

24. “Building-Block” Procedure

25. Definition of Marketing Control

26. Definition of Marketing Evaluation

27. Control Process for the Marketing Plan

28. Marketing Evaluation Techniques

29. Industry Dynamics

30. D’Aveni’s Four-Arena Analysis Study trends and looking for discontinuities Firms compete in four arenas cost/quality; timing/know-how; barriers to entry; and deep pockets -- Competition in each arena escalates up a ladder of intensity until competitors fall out, or shift arenas.

31. Tool: Four Arena Analysis Thus the analysis consists of: identifying which arenas are hot; tracing the ladder of escalation; trying to predict when the competition might shift into a new arena; trying to predict the next hot arena. An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.

32. Tool: Four Arena Analysis An obvious strategy for a new entrant is to stake out a new arena of competition before the established players move.

34. Knowledge, capital barriers, etc (often built with timing & know-how)

35. Patents & other legal walls.

36. Distribution agreements or patterns.

37. The competitive landscape.

38. Deep Pockets