Marketing Management Assistant Material
MARKETING MANAGEMENT:
Brief Edition
College of Economics & Trade, NAU
Feb. 2003 CONTENTS
1. Marketing & Marketing Concept
1
1.1 Definitions of Marketing
1
1.2 The Philosophy Marketing and the Marketing Concept.
2
2. Environment
3
2.1 The Marketing Environment
3
2.1.1 the micro-environment; 2.1.2 the macro-environment; 2.1.3 the internal environment
3
2.2 SWOT Analysis
4
SWOT Analysis - Exercise: Highly Brill Leisure Center.
5
2.3 Five Forces Analysis
6
2.3.1 the threat of entry; 2.3.2 the power of buyers; 2.3.3 the power of suppliers; 2.3.4 the threat of substitutes; 2.3.5 competitive rivalry
7
Exercise: 'The market for on-line education'
8
2.4 PEST Analysis
8
2.4.1 political factors; 2.4.2 economic factors; 2.4.3 socio-cultural factors; 2.4.4 technological factors
9
?Malaysia - Exercise PEST Analysis
10
2.5 Marketing Research
12
2.5.1 the marketing research process; 2.5.2 sources of data - primary and secondary; 2.5.3 primary research; 2.5.4 Secondary Research;
13
Marketing Research: Puerto Vallarta Autos
18
3. MARKETING PLANNING
19
3.1 Segmentation
19
Segmentation Exercise: Music industry
20
3.2 Targeting
21
3.3 Positioning
23
Exercise - Positioning - UK Grocery Retail
25
3.4 Objective Setting
26
3.5 Strategies
27
3.6 Marketing plans
28
Stage One - Situation Analysis; Stage Two - Set marketing ; Stage Three - Describe your target market; Stage Four - Marketing Tactics; Stage Five - Control
28
Exercise: Case Study - Counseling on the Internet. A new innovation
30
3.7 Marketing Control
30
3.8 Internal Marketing
32
Exercise: Casey Brothers Insurance (CBI) goes to Las Vegas
34
4. MARKETING STRATEGY
35
4.1 Ansoff's Matrix - Planning for Growth
35
Ansoff’s Matrix Exercise: Colorado Ricardo Mountain Bikes.
36
4.2 The Boston Matrix
37
Problems with the Boston Matrix
38
Boston Matrix Exercise: Manor Way Tools
38
4.3 The Strategy Clock: Bowman's Competitive Strategy Options
39
4.4 Generic Strategies – Michael Porter (1980)
41
4.4.1 Cost Leadership; 4.4.2 Differentiation; 4.4.3 Focus or Niche strategy
42
The danger of being ‘stuck in the middle.’
43
?Exercise - Generic Strategies
43
4.5 Value Chain Analysis
44
4.5.1 Primary Activities; 4.5.2 Support Activities
44
?Exercise - Value Chain - Fen Side Golf Course
46
5. MARKETING TACTICS
47
5.1 Consumer buyer Behavior
47
Consumer Buying Behaviour - Exercise
49
5.2 Marketing mix
49
5.3 Pricing Strategies
50
?Pricing Strategies - Exercise
52
5.4 Place, distribution, channel, or intermediary
52
5.4.1 six basic 'channel' decisions; 5.4.2 Selection Consideration; 5.4.3 Types of Channel Intermediaries
53
Exercise - Newtown
55
5.5 The Product Life Cycle (PLC)
56
5.5.1 Strategies for the differing stages of the PLC; 5.5.2 Problems with PLC
56
The Product Life Cycle - Exercise
57
