Implementation choices for each element of the marketing mix (the 4(5)Ps) Project, process and supplier management. Once key implementation initiatives have been identified, marketing managers oversee the execution of the marketing plan.
Chapter- 2
Marketing Plan
A study of the marketing organization, marketing research systems, and current marketing objectives and strategies. It is only at this stage (of deciding on the marketing objectives) that the active part of the marketing planning process begins.
Chapter- 3
Customer Relationship Management
Human responses at all levels of the organization can influence the customer experience for better or worse. Sales Force Automation (SFA) uses software to streamline all phases of the sales process, minimizing the time salespeople have to spend on each phase.
Chapter- 4
Strategic Planning
A combination of the goals (objectives) to which the firm strives and the means (policies) by which it seeks to get there. The first chapters of a business plan include Analysis of the current situation and marketing plan strategy and objectives.
SWOT Analysis
Strengths: The characteristics of a company or team that give it an advantage over others in the industry. The identification of SWOTs is essential because further steps in the planning process to achieve the chosen objective can be derived from the SWOTs.
PEST Analysis
Technological factors include technological aspects such as R&D activities, automation, technological incentives and the speed of technological change. These factors can affect how a company operates, its costs, and the demand for its products.
Chapter- 5
Quantitative Marketing Research
Test-retest reliability checks how similar the results are if the research is repeated under similar circumstances. Content validation (also called face validity) checks how well the content of the research is related to the variables to be investigated.
Questionnaire construction
The writing style should be conversational, yet concise and accurate and appropriate for the target group. According to the three-phase theory (also called the sandwich theory), initial questions should be screening and reporting questions.
Statistical Survey
Finally, an expression of the surveyor's appreciation for cooperation and an opening to ask questions for the survey. It can also be helpful to make it clear that you are not selling anything (De Leeuw, (2001) showed that this led to a slightly higher response rate).
Chapter- 6
Product Management
Product life cycle management
So the life cycle can be useful as a description, but not as a predictor; and should generally be firmly under the marketer's control. The important point is that in many markets the life cycle of products or brands is significantly longer than the planning cycle of the organizations involved.
Product Differentiation
Nevertheless, it is difficult for marketing management to accurately estimate where a product sits on the PLC chart. Differentiation comes from buyers perceiving a difference. So causes of differentiation can include functional aspects of the product or service, the way it is distributed and marketed, or who buys it.
Planned Obsolescence
The main concern of the opponents of planned obsolescence is not the existence of the process, but its possible postponement. In the UK, planned obsolescence of products is considered a breach of customer rights.
Chapter- 7
Promotional Activities
Advertising Campaign
Ambush Marketing
Values ambush: Using an event or property's central value or theme to imply an association with the property in the mind of the consumer. 1984 Olympic Games; Kodak sponsors TV broadcasts of the Games as well as the US track team, although Fujifilm is the official sponsor.
Television Advertisement
The increasing number of ads, as well as replaying the same ad, are secondary irritation factors. In the 18 percent of TV viewing that is time-shifted (i.e., not viewed live), viewers still see 30 percent of the ads at normal speed.
Chapter- 8
Enterprise Engagement
Buy-in - the willingness of an organization's constituents to do what is asked of them. Emotions - the state of mind people have related to their work or relationship with the organization.
Chapter- 9
Fear, Uncertainty and Doubt & Appeal to Fear
Fear, uncertainty and doubt
Statements that "..FOSS [Free and Open Source Software] infringe no fewer than 235 Microsoft patents," before software patent precedent was even established. 34;Both companies [IBM and Red Hat] have shifted the responsibility to the customer and then mocked us for suing them." 34;We have the ability to go to users with lawsuits, and we will, if we have to, " It would be within SCO Group's rights to order any copy of AIX [IBM's proprietary UNIX] destroyed."
Appeal to fear
Fear appeals are non-monotonic, meaning that the level of persuasion does not increase in proportion to the amount of fear used. Others argue that it is not the level of fear that is decisive for changing attitudes through the persuasive process.
Chapter- 10
Embrace, Extend and Extinguish &
Directional Marketing
Embrace, extend and extinguish
The Department of Justice, Microsoft critics and computer industry journalists argue that the strategy aims to monopolize the product category. An older version of the phrase is "embrace, expand, then innovate" in J Allard's 1994 paper "Windows: The Internet's Next Killer Application" to Paul Maritz et al.
Directional marketing
The digital component of directional media represented 10 percent of the total directional media market in 2004, and that share is expected to reach just under 28 percent in 2009. Recorded directional media revenues in North America in 2004 were $16.3 billion, accounting for 56 percent. of the global directional media market (recorded revenues of $28.8 billion worldwide).
Chapter- 11
Segmentation
Classic pretest-post test - The total population of participants is randomly divided into two samples; the control sample and the experimental sample. This is an improvement over the classic design because it controls for the pretest effect.
Freebie marketing
For the freebie market to be successful, the company must have an effective monopoly on the corresponding goods. This is because the printers are often sold at or below cost to generate sales of proprietary cartridges that will generate profit for the company over the life of the equipment.
Geodemographic segmentation
Neighborhoods can be categorized according to the characteristics of the population they contain. She has identified 10 types of residential neighborhoods that can be found in each of the countries.
Chapter- 12
Trailer
Since the trailer has a very compact format, voiceover is a useful tool to increase the audience's understanding of the plot. Often there will be logos for both the production company and the distributor of the film.
Chapter- 13
Prize and Premium (Marketing)
Prize
The best-known use of prizes in the United States (and the word "prize" in this context) is the Cracker Jack brand popcorn treat. In the late 1940s, millions of injection-molded plastic prizes began appearing in Cracker Jack and cereal boxes.
Premium
Sweet Home laundry soap, a product of the B. Babbit Company, came with certificates that could be collected and purchased for color lithographs. The book was originally available as an in-store prize with the purchase of two packages of cereal.
Chapter- 14
Market Segmentation, Loss Leader and In- store Demonstration
Market segmentation
One of the most common indicators of high-risk customers is a decline in the use of the company's service. Using the theory that “birds of a feather flock together,” the approach is based on the assumption that active customers will achieve similar retention results to those of their comparable predecessor.
Loss leader
Some examples of typical loss leaders include milk, eggs, rice, and other cheap goods that merchants do not want to sell without other purchases. Loss leaders can be an important part of companies' marketing and sales strategies, especially during dumping campaigns.
In-store demonstration
Chapter- 15
Vendor Lock-in
Gift cards are textbook examples of seller lock-in, as they can only be used in the seller's stores. In the computer industry, both hardware and software, vendor lock-in can be used to describe situations in which there is a lack of compatibility or interoperability between equivalent components.
Chapter- 16
Street Marketing and Third-party Technique
Street marketing
The majority of them are small companies, but there are also large companies involved in the street marketing environment. For example, Match.com organized a street marketing activity in the "Feria del Libro" ("Book Fair") in Madrid.
Third-party technique
In Italy, members of the company Nintendo also carried out a campaign using post-its to promote the Wii console. Wii not forgotten”, the name of the campaign and a short explanation of it, were the words written on the post-its.
Chapter- 17
Seeding Trial and Unique Selling Proposition
Seeding trial
Recruiting physicians as trial investigators because they typically prescribe similar medical interventions rather than for their scientific merit. Documents released during a court case show that Merck's ADVANTAGE trial of Vioxx may have been an initial trial, intended to introduce the drug to doctors rather than test its efficacy.
Unique selling proposition
It must be unique – either the uniqueness of the brand or a claim not otherwise made in that particular area of advertising. The proposal must be so strong that it can move a crowd of millions, ie. it attracts new customers to your product.
Chapter- 18
Social Media in the Fashion Industry
Posts: Number of posts your page has made either on the wall or in video. According to Hitha Prabhakar, a retail industry expert and principal of The Style File Group, "In the last year with a strong web and social media presence, von Furstenberg's online traffic has increased by 13%." The brand uses the re-tweeting feature of Twitter to capture the attention of their target market.
Chapter- 19
Angel Dusting, AIDA (Marketing) and Point of Sale Display
Angel dusting
Cosmetic companies want to avoid their products having any actual physiological effect in order to avoid being classified as medicinal products and placed under this scheme.
AIDA
Consumer products generally require ingredients to be listed, but not the amounts of each, making it difficult for consumers to detect angel dusting. Along with these developments came a more flexible view of the order in which the steps are taken, suggesting that different arrangements of the model could prove more effective for different consumer-to-product relationships.
Point of sale display
