Studiengang Betriebswirtschaftslehre: Marketing

1 Studiengang betriebswirtschaftslehre : MarketingGrundlagenstudium Marketing , Hochschule Ingolstadt, Prof. Dr. Andrea E. RaabWhat is Marketing not ?????- 2 -Prof. Dr. Andrea E. RaabHochschule IngolstadtWhat is Marketing ?????FUTURECUSTOMERCUSTOMERCUSTOMERCUSTO MERCUSTOMER- 3 -Prof. Dr. Andrea E. RaabHochschule IngolstadtCUSTOMERCUSTOMERCUSTOMER Nature and function of Marketing Strategic planning processes Corporate and business unit strategic planning Analyzing Macro-Environment, Conducting market research, Forecasting and Demand Measurement Dealing with the competition Introduction; gives an overview on different Marketing definitions and concepts Demonstrates that strategic planning in a company is carried out on corporate level, on business unit leveland within the Marketing .

2 Explains the steps of strategic planning (on corporate and business unit level) necessary to understand and solve business problems. Demonstrates basic research methods and analyzing toolsfor analysis of Marketing situations and for measuring of market demand. Identifies competitorsas well as competitive forcesand explainsAgendaAimAims of selected Agenda points- 4 -Prof. Dr. Andrea E. RaabFachhochschule Ingolstadt Dealing with the competition Identifying market segments and selectingtarget markets (market targeting) Designing Marketing strategies Developing Marketing programs Designing and managing channels andintegrated Marketing communications Identifies competitorsas well as competitive forcesand explainspossible competitive strategies.

3 Shows possibilities to identify segmentsthat make up a market and describes criteria useful to choose the most attractive target segments. Shows the major available differentiating attributesand describes the contents of a consistent positioning strategy. Shows variety of decision areas in product offering and pricing. Shows variety of decision areas in channel managementand of contentContentPage Nature and function of marketing6 Strategic planning processes13 Corporate strategic planning22 Business unit strategic planning30 Marketing process38 Analyzing market opportunities Conducting market research40 Forecasting and Demand measurement51 Dealing with the competition57 Identifying market segments70- 5 -Prof.

4 Dr. Andrea E. RaabFachhochschule Ingolstadt Selecting target markets (Market targeting)75 Designing Marketing strategies Positioning strategies78 Differentiation strategies83 Developing Marketing programs Setting the product and branding strategy87 Developing pricing strategies and programs103 Managing the Marketing effort Designing and managing Marketing channels118 Designing and managing integrated Marketing communications128 Learning objectives: Nature and function of Marketing * What are the tasks of Marketing ? What are customer needs? What are the strategic planning processes within a company all about? Nature and function of Marketing : Learning objectives- 6 -Prof. Dr. Andrea E. RaabHochschule Ingolstadt* see also Kotler, Ph.

5 (2009), , Chapter 1: p. 44-49 ; p. 52-55; p. 81 and function of Marketing : Some historical perspectives on marketingPlato: In well-ordered states, the storekeepers and salesmen are commonly those who are weakest in bodily strength and therefore of little use for any other purpose. Cicero: Merchants are those who are to be accounted vulgar; therefore they can make no profit except by a certain amount of falsehood. Karl Marx: To believe that a coat is worth less than $ 5 as long as it remains in the hands of the tailor, but that its value rises to $ 5 when I take possession of it is ridiculous. Already in the minute when the commodity is finished, it must be worth as much as the consumer pays for it in the end. Convincing bygulling selling- 7 -Prof.

6 Dr. Andrea E. RaabHochschule IngolstadtThe aim of Marketing has to change; today s focus must be: price for valuePeter Drucker:Convincing bycreatingcustomervalue There will always, one can assume, be need for some selling. But the aim of Marketing is to make selling superfluous. The aim of Marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, Marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available. Nature and function of Marketing : What is Marketing ???- 8 -Prof. Dr. Andrea E. RaabHochschule Ingolstadtdelivering value to customers and for managing customer relationships in ways that benefit the organization Official definition according to the American Marketing Association (see Kotler, p.)

7 45) Marketingis an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders. Generally accepted doctrine ( Marketing News, March 1, 1985, Vol. 19, No. 5, S. 1) Marketing (management)is the process of planning and executing the conception, pricing and distribution ofideas, goods, services to create exchanges that satisfy individual and organizational goals. Nature and function of Marketing : The three aspects of Marketing Marketing as a philosophymarket-drivencorporate management, to live with the customer , customer orientedcorporate style Marketing as a medium to organize the marketplace / -spaceIndustry(sellers)MarketCommunicati onGoods / services- 9 -Prof.

8 Dr. Andrea E. RaabHochschule IngolstadtIndustry(sellers)Market(buyers )InformationMoney Marketing as a method to serve customer needs Marketing Mix: 4 P s: set of marketingtoolsthat the firm uses to pursue its market objectivesin the target marketNature and function of Marketing : A classification of markets Market: various groupings of customers need markets product markets demographic markets geographic markets basic economic markets Marketplace: physical market consumer market (place)Industry(sellers)Market(buyers)Go ods / servicesMoneyCommunication- 10 -Prof. Dr. Andrea E. RaabHochschule Ingolstadt business market (place) manufacturer intermediary (resource, nonprofit, governmental market (place)) global marketplace Market space: digital marketInformation Customer needsNature and function of Marketing : customer needs (1)needs1wantsdemandspurchasetransaction basicrequirementdirected to aspecific objectpurchasedisposition- 11 -Prof.

9 Dr. Andrea E. RaabHochschule IngolstadtMarketers do not create needs: Needs pre-exist marketers (Kotler, 2009, p. 52)3 goods, services, experiences, information classification of needs: stated needs, real needs, unstated needs, delight needs,secret needs (Kotler, p. 52)2five conditions are prerequisite (Kotler, p. 44 f.)pre sales phase:target market / prospects (prospective customers)are the focussales phase:exchange2of any offering3between marketer and customer Customer needsNature and function of Marketing : customer needs (2)needs1wantsdemandspurchasetransaction basicrequirementdirected to aspecific objectpurchasedispositionsatisfactionval ue4delivery- 12 -Prof. Dr. Andrea E. RaabHochschule IngolstadtMarketers do not create needs: Needs pre-exist marketers (Kotler, 2009, p.)

10 52);the marketer delivers value to the customer if the benefits of the offering are higher than the costs it causespre sales phase:target market / prospects (prospective customers)are the focussales phase:exchange2of any offering3between marketer and customer3 goods, services, experiences, information : benefits/costsafter sales phase:successful transaction if offering deliversvalue to the customer1see classification of needs: stated needs, real needs, unstated needs, delight needs,secret needs (Kotler, p. 52)2five conditions are prerequisite (Kotler, p. 44 f.)Broad environmentTask environmentCorporate strategic planningDefining corporate missionEstablishing strate-gic business unitsAssigning resources to SBUA ssessing growth opportunitiesPLANNINGO verview - Strategic planning processes- 13 -Prof.