MBA 517: Session

1
MBA 517 Session 3 Marketing is everyones
job, marketing is everything, and everything is
marketing. Regis MacKenna

• Your host David Perry
• October 7, 1999

2
Recap from last week

• Established 12 teams
• Moved Goodyear this week Zenith on 11/4
• We discussed
• 3 stages of marketing
• Core marketing concepts
• 4 Ps
• Customer Satisfaction
• Relationship Marketing
• Examples Schwab Peapod

3
Teams

• 1 Gillingham Landers Tadaki, Richey
• 2 Fuentes Burke, Heinzig Ansis
• 3 Tsu Douglas Dickey Bakken
• 4 Hixson Thinvadhanakul Wu Porfirova
• 5 Eager Buchanan Roberts Roberts Saini
• 6 Gardner Kowalczik Frost Beck
• 7 Daquiz Hill Thomas
• 8 Carnite Holsclaw Edelman Ashe
• 9 Peterson Bjorkland Grady Harrington
  Peques
• 10 Orozco Kassis
• 11 Johnson Norby Hawk Newman

4
Case Assignments

• Microsoft Works
• Teams 1, 4, 7, 10
• Zenith HDTV
• Teams 2, 5, 8, 11
• USA Today Online
• Teams 3, 6, 9

5
Strategic Planning

• Business Portfolio Evaluation Models
• Boston Consulting Group (BCG)
• GE Model market attractiveness biz strength
• Growth Strategies
• SWOT
• Strategic Alliances
• The Marketing Plan

6
BCG Matrix
Stars
Question ???
20
Office
WebTV
Market Growth Rate
Cash Cow
Dogs
Ancient Lands
Project
0
1X
0.1X
10X
Relative Market Share
7
Growth Strategies

• Intensive Growth
• Market Penetration
• Market Development
• Product Development
• Diversification
• Integrative Growth
• Forward, Backward, Horizontal
• Diversification Growth

8
Strategic Alliances

• Product or Service Alliance
• WebTV and Sony WindowsCE and Casio
• Promotional Alliance
• MCI and United Airlines
• Logistics Alliance
• Amazon.com and Ingram (book distributor)
• Pricing Collaboration
• TCI and HBO

9
The Marketing Plan

• Executive Summary
• Situation
• Opportunities/Issues
• Objectives
• Strategies
• Action programs (tactics)
• PL
• Controls, Timeline, Next Steps

10
Marketing Research

• Marketing Information Systems (MIS)
• Sales force Automation
• Primary and Secondary data
• The research process
• Types of questions
• Quantitative Tools
• Estimating demand
• Current and Future

11
Secondary Data

• When to use Good way to confirm hypothesis or
  justify market opportunity
• Types of data
• Internal Data
• Government publications
• Periodicals/Books
• Commercial (research firms analysts, assoc.)

12
Marketing Research Process

• Step 1 Define problem research objectives
• Step 2 Develop the research plan
• Step 3 Collect the information
• Step 4 Analyze the information
• Multiple Regression Cluster Analysis Conjoint
  Analysis
• Step 5 Present the findings (hardest part!)
• Overcome barriers leverage research

13
Forecasting Demand Measurement

• Market Demand vs. Company Demand
• Current Demand
• Market Potential
• Industry Sales Market Shares
• Future Demand (forecasting)
• Surveys of buyer intent
• Salesforce opinions
• Experts
• Past sales
• Test market

14
Trends Forces

• Trends Naisbitt Faith Popcorn Dent
• Market Forces
• Demographic
• Economic
• Natural
• Technological
• Political-Legal
• Social-Cultural

15
Consumer Behavior

• Cultural
• Social
• Social Classes
• Personal
• Family Life Cycle
• Psychological
• Motivation Maslows Theory
• Perception

16
Buying Decision Process

• Buying Behavior
• Complex
• Dissonance-Reducing
• Habitual
• Variety Seeking

• Stages of Process
• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Postpurchase

17
B-to-B

• How different than B-to-C
• Who The Buying Center
• Initiators to Gatekeepers
• What Influences
• Environmental
• Organizational
• Interpersonal
• Individual
• Cultural

18
Procurement

• Stages
• Problem recognition
• General need description
• Product specification
• Supplier search
• Proposal solicitation
• Supplier selection
• Order-routine specification
• Performance review

19
Next Week

• Key Topics
• Market Segmentation Target Marketing
• Positioning Product Lifecycle
• New Products Services
• Global/International Marketing
• Guest Lecture Ben Keylin
• Marketing Mix for restaurants to theaters

20
Case Discussion Goodyear

• Focus Consumer Behavior Market Segmentation
• What is the key problem?
• Assess Goodyears industry position
• How do consumers buy tires? How can the market be
  segmented?
• Evolution of Goodyears distribution channels
• Assess Aquatreds strategic role marketing
  program
• Should Goodyear broaden distribution to mass
  merchants?