part 5 slides

8/2/2019 Part 5 Slides

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The Oxford Textbook of

Marketing

Part 5: Issues in Implementing

Marketing Strategies


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The anatomy of a brand

Brand proposition

Positioningand

personality

Functional attributes Symbolic values


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The five loyalty profiles

The

committed

Active loyalist

Habitual buyer

Constrained switcher

Promiscuous switcher


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The branding cycle

The consumer

Physical needs

Psychological

needs

Buying power

Communication mix

Brand name

Strapline

Packaging

Marketing mix

Product

Price

Communication

Distribution

Brand

proposition

Positioning

Personality

Research


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Brand franchise matrix

PRODUCT DEVELOPMENT

MARKE

TDEVELOPMENT

International markets

New domestic markets

New segments

Current

markets

Current

products

Line

extensions

New

products


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The global brand strategy matrix

PRODUCT

STANDARDIZED ADAPTED

Fully global

strategy

Product-adaptive

strategy

Proposition-adaptive

strategy

Fully adaptive

strategy

STANDARD

IZED

ADAPTED

B

R

A

N

D

P

R

O

P

O

SI

T

I

O

N


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Production and consumption processes in physical-product

and service contexts

Production and consumption of physical products (outcome consumption):

M

A

R

K

E

T

I

N

G

Production ProductConsumption

The service (production) process and service consumption (process consumption):

Service process

Service Consumption

MARKETING???


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The perceived service quality model

(a)

Expected

service

Perceived Service QualityExperienced

Service

Image

Technical

quality:

what

Functional

quality:

how

Source: Gronroos (1982:41;1990:41)


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The perceived service quality model

(b)

Expected

Service

Perceived Service Quality Experienced

Service

Image

Technical

quality:

what

Functional

quality:

how

Giving promises

- Market communication- Image

- Word of mouth

- Customer needs

Source: Gronroos (1982:41;1990:41)


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The augmented service offering

The service concept

The core service

Facilitating

services

(and

goods)

Supporting

services

(and

goods)

InteractionsAccessibility

of the service

Source: Gronroos (1990a:77)

Customer

participation


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The gap analysis model

CONSUMER

Word of mouth

communications

Personal needs

Expected service

Perceived

service

Service delivery(including pre- and

post-contacts

Translation of

perceptions intoservice quality specs.

Management

perceptions of

consumer expectations

Past experience

MARKETER

GAP 1

GAP 5

Externalcommunications

to consumers

GAP 4

GAP 3

GAP 2

Source: Zeithaml et al (1998:36)


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Three types of marketing

Customer

INTERACTIVEMARKETING

Keeping promises

EXTERNALMARKETING

Making promises

INTERNAL MARKETING

Enabling promises

Employees Corporate


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Associations between transactional and relational marketing

Transaction

marketing

Database

marketing

Interactionmarketing

Network

marketing

Strongpositive

relationship

Strong

positive

relationship

Strong

negative

relationship

Strongpositive

relationship


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Relationship Marketing in Consumer

Markets

Challenges to the traditional view of marketing

Defining relationship marketing

Differences between transactional and relationship

marketing Major trends in marketing practice

Types of marketing in practice

Future marketing practice Consumer products

Industrial products

Services


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Relationship Marketing in Consumer

Markets The increasing importance of relationship

marketing to consumer products

Future trends Service aspects of consumer products

Financial accountability, loyalty, and

consumer value management

Organizational transformation

Retailers and systematic relationships

Interactive media and mass customization


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Evaluation of potential partners

Low

Operating

risk

High

Low

Value added to partner

High

Facilitative Integrative

Loser Developmental


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Empirical models of buyer-seller

relationships Reputation

Performance satisfaction

Trust

Social bonds

Comparison level of alternatives

Mutual goals Interdependence and power


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Empirical models of buyer-seller

relationships

Shared technology

Non-retrievable investments

Adaptation

Structural bonds

Co-operation

Commitment


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Relationship building process

Partner selection

Defining purpose Boundary definition

Creating relationship value

Relationship maintenance


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The new-product development

process

Stage 1 - Idea generation

External Sources Internal Sources

Stage 2 - Idea screening

Stage 3 - Concept evaluation Stage 4 - The business case


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The new-product development

process

Stage 5 - Product development and testing

Stage 6 - Market testing and validation

How much testing?

Market testing in consumer markets

Market testing in industrial marketed

Stage 7 - Market launch


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New-service development

Impact of service intangibility

Effect of simultaneity

Impact of service variability


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Entrepreneurship and marketing

practice in small firms Marketing in practice in small firms

Industry norms

Small firms exporting difficulties and barriers Influence of the entrepreneur

Motivations

Difficulties

Stages of internationalisation

Short cuts

Overall barriers


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A classification of export motives

INTERNAL EXTERNAL

PROACTIVE

REACTIVE

Managerial urge

Growth and profit goals

Marketing advantages

Economies of scale

Unique product/technology

competence

Foreign markets

Change agents

Risk diversification

Extend sales of a seasonal

productExcess capacity of resources

Unsolicited orders

Small home market

Stagnant ordeclining home market


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Fundamental aspects of small-firmmarketing

Personal-contact networks

Marketing competencies


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Alternative marketing for small

firms

Alternative marketing 1: export marketing

Alternative marketing 2: customer versus profitorientation

Alternative marketing 3: scientific versus natural

marketing research


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Alternative marketing for small

firms

Alternative marketing 4: small-firm selling

Alternative marketing 5: small-firm distribution

Alternative marketing 6: small-firm pricing

Alternative marketing 7: the small-firm marketing

plan


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Assessment of the quality of

marketing decision-making in small

firms

Marketing quality assessment: pricing quality

Marketing quality assessment: delivery quality

Marketing quality assessment: selling quality


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Customer lifetime value

Calculating the LTV of individual customers

The benefits of LTV analysis

Assigning acquisition allowances

Choosing media for initial customeracquisition

Setting selection criteria for retention

marketing

Investing in the reactivation of lapsed

customers

Assigning an asset value to the marketing

database


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Customer Acquisition

Objectives

Segmentation and profiling

Targeting Lifestyle lists

Geodemographic lists

Choosing a list Other sources of prospects


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Media selection

Direct mail

Telemarketing Direct Response Press Advertising (DRPA)

Door-to door distribution

Direct Response Television Advertising(DRTV)

Inserts

The Internet and electronic media


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Communication of the offer

Fulfilment

Response Analysis


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Building a customer database

Three ways of producing a database

Purchasing or leasing a software package

Using proprietary software Designing a custom database

What information should be stored?


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The acquisition pyramid

MGMs

FormerCustomers

Unconverted

enquiries

Selective media

Broadscale media

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