mba570.marapr09.class2

+

MBA/570

Sustainable Customer Relationships

Class 2

+
Agenda

Housekeeping


Workshop 1 review: major concepts


Marketing in the news


Marketing research


Product development


Interactive marketing


Marketing planning


Next time…


MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009

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Housekeeping

Week 1 assignments



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Marketing in the News

MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

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Google Flu
Trends

Google –

predicting flu
outbreaks

How do they do it?


Still time to get a

flu shot!

How else could this

be used?


+
Workshop 1 Review


+
Environmental Scanning
What is it?



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The Consumer Decision Process


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Organizational Buying Criteria


+
Marketing Research


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Research in Action: Spaghetti Sauce

What sauce do you buy? Why?



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Marketing Research: Example

What do you want to

know?

Who do you ask?



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Marketing Research: Example


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Marketing Research

What is it?


Why is it difficult?


The 5 – steps



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Primary vs. Secondary


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A New Source: The ―Underweb‖

Consumers web activity can reveal valuable

information

Google Flu Trends


Twitter Superbowl



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Types of Market Research

Scanner & Shipments Data


Surveys


Buyer Panels


Internet traffic

google flu prediction


Focus groups



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The Marketing Mix

The 4 P’s



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Exercise: Applying the 4 P’s

Dell laptop computer


Coca Cola


Apple iPhone


Frosted Flakes


Starbucks


Paul Mitchell salon products



+
A finer classification


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New Product Development


+ How Do New Product Get Developed?

Flash of Innovation


Structured development


Customer research



FIGURE 10-AWhy new-product development
can be a dice roll: some forecasts

Slide 10-60

NEW PRODUCTS AND WHY THEY
SUCCEED OR FAIL

• What is a New Product?
 Newness Compared with Existing Products
 Newness in Legal Terms (Regular Distribution?)
• Regular Distribution

 Newness from the Company’s Perspective

Slide 10-16

Sony’s PlayStation 2 and Microsoft’s Xbox
How does the term “new” apply?

PS2 Xbox

Slide 10-17

NEW PRODUCTS AND WHY THEY
SUCCEED OR FAIL

• What is a New Product?
 Newness from the Consumer’s Perspective
• Continuous Innovation

• Dynamically Continuous Innovation

• Discontinuous Innovation

Slide 10-19

FIGURE 10-2 Consumption effects define
newness

Slide 10-20

FIGURE 10-4 Stages in the new-product
process

Slide 10-33

FIGURE 10-BWhat it takes to launch one
commercially successful new product

Slide 10-22

MARKETING NEWSNET
What Separates New-Product
Winners and Losers

Slide 10-23

When Less is More—
How Reducing the Number of Features Can
Open Up Huge Markets

Slide 10-28

FIGURE 10-3 Why did these new products
fail?

Slide 10-29

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Case Study: 3M


3M Post-it Flag Highlighter
How are new-product ideas screened & evaluated?

+ =
3M Post-it
3M Post-it Notes Felt Tip Highlighters
Flag Highlighters

Slide 10-39

FIGURE 10-5Six important U.S. test markets
and the “demographics winner”:
Wichita Falls, Texas, metropolitan statistical
area

Slide 10-48

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Multi-Channel Marketing


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Multichannel Marketing

What is it?


NFL & NFLshop.com



NFL Fantasy Football


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Putting it all together

Web – Fantasy Football

He likes the Steelers


E-Mail – weekly game preview


Television – Steelers gear commercial


Direct mail – customized catalog


NFLShop.com – more customization


Facebook – discount for abandoned shopping cart


E-Mail – game preview with gear advertisement



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Multichannel Marketing Multiplier

Web – Fantasy Football


FIGURE 21-5 Why consumers shop and buy
online

Slide 21-30

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The Long Tail

The internet opens new markets by aggregation



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The Long Tail


FIGURE 21-1 Trend in online shoppers and
online retail sales revenue in the United
States

Slide 21-7

FIGURE 21-2 Website design elements that
drive customer experience

Slide 21-15

Harley-Davidson
What customer experience is created
by its website?

Slide 21-16

FIGURE 21-3 Internet access at home
among U.S. households

Slide 21-21

FIGURE 21-4 Online consumer retail sales
by product/service category: 2003 and 2007

Slide 21-28

MULTICHANNEL MARKETING
TO THE ONLINE CONSUMER

• Integrating and Leveraging Multiple
Channels with Multichannel Marketing
 Dual Distribution
 Multichannel Retailers
Multichannel Marketing

Slide 21-41

FIGURE 21-6 Implementing multichannel
marketing with promotional websites

Slide 21-44

+
One More Example…


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Marketing Planning


FIGURE 22-2 The strategic marketing
process: actions and information

Slide 22-13

FIGURE A The strategic marketing phases
and corresponding output reports

Slide 22-14

THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS

• The Variety of Marketing Plans
 Long-Range Marketing Plans
 Annual Marketing Plans

Slide 22-15

FIGURE 22-3 Steps a large consumer
packaged goods firm takes in developing its
annual marketing plan

Slide 22-16

FIGURE 22-4 Porter’s four generic business
strategies

Slide 22-22

Wal-Mart and Volkswagen
Which of Porter’s generic business strategies
do these firms use?

Slide 22-23

+ Porter’s Competitive Threat Landscape


+
SWOT Analysis


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Developing a Marketing Plan

There is no magic bullet or template


Some of the best are 5 pages long


―I have only made this letter longer because I have not had
the time to make it shorter.‖

Blaise Pascal, (1623-1662) Lettres provinciales.

―If you want me to give you a two-hour presentation, I am
ready today. If you want only a five-minute speech, it will
take me two weeks to prepare.‖

Mark Twain


+
Next Week…

Z-wing marketing plan


Submit to individual forum

Please bring paper copy to class



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