syam new abstract.docx

8/20/2019 syam new abstract.docx

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INTRODUCING NEW MARKET OFFERINGS - MANAGING A

HOLISTIC MARKETING ORGANISATION

INTRODUSING NEW MARKET OFFERINGS

1. New product opto!"#

New-product de$e%op&e!t "'(pe" t'e co&p(!)*" +uture. I&pro$ed or rep%(ce&e!t

product" (!d "er$ce" c(! &(!t(! or ,u%d "(%e" !ew-to-t'e-wor%d product" (!d "er$ce"

c(! tr(!"+or& !du"tre" (!d co&p(!e" (!d c'(!e %$e". /ut t'e %ow "ucce"" r(te o+ !ew

product" (!d "er$ce" po!t" to t'e &(!) c'(%%e!e" t'e) +(ce.

0. T)pe" o+ !ew product"#

New to t'e wor%d.

New product %!e".

Addto!"

I&pro$e&e!t"

Co"t reducto!

. New - product de$e%op&e!t c'(%%e!e"#

New-product !troducto!" '($e (cce%er(ted2 (!d ! ret(%!2 co!"u&er ood"2

e%ectro!c"2 (uto"2 (!d ot'er !du"tre"2 t'e t&e to ,r! ( product to &(r3et '(" ,ee! cut

! '(%+.

1. T'e !!o$(t$e &per(t$e.

0. New product "ucce"".

. New product +(%ure.


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4. Or(!5(to!(% Arr(!e&e!t"

Or(!5! !ew product de$e%op&e!t#

Co&p(!e" '(!d%e t'e or(!5(to!(% ("pect o+ !ew-product de$e%op&e!t ! "e$er(%

w()". M(!) (""! re"po!",%t) to product managers. /ut product &(!(er" (re o+te!

,u") &(!(! e6"t! %!e" (!d &() %(c3 t'e "3%%" (!d 3!ow%ede to de$e%op (!d

crt7ue !ew product".

1. Cro"" +u!cto!(% te(&".

0. St(e (te ")"te&".

8. T'e !ew product de$e%op&e!t (!d dec"o! proce""#

1. Ide( e!er(to!2 0. Ide( "cree!!2 . Co!cept de$e%op&e!t (!d te"t!2

4. M(r3et "tr(te)2 8. /u"!e"" (!(%)""2 9. :roduct de$e%op&e!t2

;. M(r3et te"t!2 cu"to&er??

0. M(r3et de$e%op&e!t

(. S(%e" w($e re"e(rc'

,. Co!tro%%ed te"t &(r3et!

c. S&u%(ted te"t &(r3et!d. Te"t &(r3et"

. Co&&erc(%5(to!

(. w'e!

,. w'ere


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c. 'ow

d. To w'o&

;. T'e co!"u&er (dopto! @ proce""#

Adopto! " (! !d$du(%*" dec"o! to ,eco&e ( reu%(r u"er o+ ( product (!d "

+o%%owed ,) t'e consumer-loyalty process. New-product &(r3eter" t)pc(%%) (& (t e(r%)

(dopter" (!d u"e t'e t'eor) o+ !!o$(to! d++u"o! (!d co!"u&er (dopto! to de!t+)

t'e&. St(e" ! (dopto! proce""

1. Aw(re!e""

0. I!tere"t

. E$(%u(to!4. tr(%

8. (dopto!

M(!(! ( 'o%"tc &(r3et! or(!5(to!

1. Tre!d" ! &(r3et! pr(ctce"

G%o,(%5(to! Dereu%(to!

M(r3et +r(&e!t(to!

Co!"u&er e&power&e!t

E!$ro!&e!t(% co!cer!"

0. I!ter!(% &(r3et!

Tr(dto!(%%)2 &(r3eter" p%()ed t'e ro%e o+ &dd%e&(!2 c'(red wt' u!der"t(!d!

cu"to&er"* !eed" (!d tr(!"&tt! t'er $oce to $(rou" +u!cto!(% (re(". /ut ! (

!etwor3ed e!terpr"e2 every +u!cto!(% (re( c(! !ter(ct drect%) wt' cu"to&er".

M(r3et! !o %o!er '(" "o%e ow!er"'p o+ cu"to&er !ter(cto!" r(t'er2 t !ow &u"t

!ter(te (%% t'e cu"to&er-+(c! proce""e" "o cu"to&er". See ( "!%e +(ce (!d 'e(r (

"!%e $oce w'e! t'e) !ter(ct wt' t'e +r&. Internal marketing re7ure" t'(t e$er)o!e


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! t'e or(!5(to! (ccept t'e co!cept" (!d o(%" o+ &(r3et! (!d e!(e ! c'oo"!2

pro$d!2 (!d co&&u!c(t! cu"to&er $(%ue.

FIG 1# Fu!cto!(% Or(!5(to!

Or(!5! t'e &(r3et! dep(rt&e!t"

1. Fu!cto!(% or(!5(to!#

I! t'e &o"t co&&o! +or& o+ &(r3et! or(!5(to!2 +u!cto!(% "pec(%"t" report to (

&(r3et! $ce pre"de!t w'o coord!(te" t'er (ct$te". T'e &(! (d$(!t(e o+ (

+u!cto!(% &(r3et! or(!5(to! " t" (d&!"tr(t$e "&p%ct).

0. eor(p'c or(!5(to!#

A co&p(!) "e%%! ! ( !(to!(% &(r3et o+te! or(!5e" t" "(%e" +orce >(!d "o&et&e"

&(r3et!? (%o! eor(p'c %!e".

. :roduct or ,r(!d &(!(e&e!t#


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Co&p(!e" produc! ( $(ret) o+ product" (!d ,r(!d" o+te! e"t(,%"' ( product- >or

,r(!d-? &(!(e&e!t or(!5(to!. T'" doe" !ot rep%(ce t'e +u!cto!(% or(!5(to! ,ut

"er$e" (" (!ot'er %()er o+ &(!(e&e!t.

4. M(r3et &(!(e&e!t or(!5(to!#

C(!o! "e%%" +(6 &(c'!e" to co!"u&er2 ,u"!e""2 (!d o$er!&e!t &(r3et". Nppo! Stee%

"e%%" to t'e r(%ro(d2 co!"tructo!2 (!d pu,%c ut%t) !du"tre". W'e! cu"to&er" +(%% !to

d++ere!t u"er roup" wt' d"t!ct ,u)! pre+ere!ce" (!d pr(ctce"2 ( &(r3et-

M(!(e&e!t or(!5(to! " de"r(,%e.

8. M(tr6 &(!(e&e!t or(!5(to!

Co&p(!e" t'(t produce &(!) product" +or &(!) &(r3et" &() (dopt ( &(tr6

or(!5(to! e&p%o)! ,ot' product (!d &(r3et &(!(er". T'e ru, " t'(t t*" co"t%) (!d

o+te! cre(te" co!+%ct". T'ere*" t'e co"t o+ "upport! (%% t'e &(!(er"2 (!d 7ue"to!"

(,out w'ere (ut'ort) (!d re"po!",%t) +or &(r3et! (ct$te" "'ou%d re"de(t

'e(d7u(rter".

. T'e :roduct M(!(er*" I!ter(cto!"

A product-&(!(e&e!t or(!5(to! &(3e" "e!"e + t'e co&p(!)*" product" (re 7ute

d++ere!t or t'ere (re &ore t'(! ( +u!cto!(% or(!5(to! c(! '(!d%e. T'" +or& "

"o&et&e" c'(r(cter5ed (" ( 'u,-(!d-"po3e ")"te&. T'e ,r(!d or product &(!(er "

+ur(t$e%) (t t'e ce!ter2 wt' "po3e" %e(d! to $(rou" dep(rt&e!t" repre"e!t!.


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FIG 0# T'ree t)pe" o+ product te(&"

FIG # T'e product &(!(er*" !ter(cto!"

Re%(to!"'p wt' ot'er dep(rt&e!t"#

U!der t'e &(r3et! co!cept2 (%% dep(rt&e!t" !eed to Bt'!3 cu"to&er (!d wor3

toet'er to "(t"+) cu"to&er !eed" (!d e6pect(to!". et dep(rt&e!t" de+!e co&p(!)

pro,%e&" (!d o(%" +ro& t'er $ewpo!t2 "o co!+%ct" o+ !tere"t (!d co&&u!c(to!"


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pro,%e&" (re u!($od(,%e. T'e &(r3et! $ce pre"de!t2 or t'e CMO2 &u"t u"u(%%) wor3

t'rou' per"u("o! r(t'er t'(! t'rou' (ut'ort) to

>1? Coord!(te t'e co&p(!)*" !ter!(% &(r3et! (ct$te" (!d

>0? Coord!(te &(r3et! wt' +!(!ce2 oper(to!"2 (!d ot'er co&p(!) +u!cto!" to "er$e

t'e cu"to&er.

Cre(t$e &(r3et! or(!5(to!"#

M(!) co&p(!e" re(%5e t'e)*re !ot )et re(%%) &(r3et (!d cu"to&er dr$e!t'e) (re

product (!d "(%e" dr$e!. Tr(!"+or&! !to ( true &(r3et-dr$e! co&p(!) re7ure"#

1. De$e%op! ( co&p(!)-wde p(""o! +or cu"to&er"

2. Or(!5! (rou!d cu"to&er "e&e!t" !"te(d o+ product"

3. U!der"t(!d! cu"to&er" t'rou' 7u(%t(t$e (!d 7u(!tt(t$e re"e(rc' t'e t("3 " !ot

e(")2 ,ut t'e p()o++" c(! ,e co!"der(,%e. It wo!*t '(ppe! (" ( re"u%t o+ t'e CEO &(3!

"peec'e" (!d ur! e$er) e&p%o)ee to Bt'!3 cu"to&er.

Soc(% re"po!",%e &(r3et!#

E++ect$e !ter!(% &(r3et! &u"t ,e &(tc'ed ,) ( "tro! "e!"e o+ et'c"2 $(%ue"2 (!d

"oc(% re"po!",%t). A !u&,er o+ +orce" (re dr$! co&p(!e" to pr(ctce ( ''er %e$e%

o+ corpor(te "oc(% re"po!",%t)2 "uc' (" r"! cu"to&er e6pect(to!"2 e$o%$!

e&p%o)ee o(%" (!d (&,to!"2 t'ter o$er!&e!t %e"%(to! (!d pre""ure2 !$e"tor

!tere"t ! "oc(% crter(2 &ed( "crut!)2 (!d c'(!! ,u"!e"" procure&e!t pr(ctce".

C(u"e re%(ted &(r3et!#

M(!) +r&" ,%e!d corpor(te "oc(% re"po!",%t) !t(t$e" wt' &(r3et! (ct$te".

C(u"e re%(ted &(r3et! %!3" t'e +r&*" co!tr,uto!" to ( de"!(ted c(u"e to cu"to&er"*

e!(! drect%) or !drect%) ! re$e!ue-produc! tr(!"(cto!" wt' t'e +r&.


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Soc(% &(r3et!#

C(u"e-re%(ted &(r3et! "upport" ( c(u"e. Soc(% &(r3et! ,) !o!pro+t or o$er!&e!t

or(!5(to!" furthers ( c(u"e2 "uc' (" B"() !o to dru" or Be6erc"e &ore (!d e(t ,etter.

D++ere!t t)pe" o+ or(!5(to!" co!duct "oc(% &(r3et! ! t'e U!ted St(te"

M(r3et! &p%e&e!t(to!#

M(r3et! &p%e&e!t(to! " t'e proce"" t'(t tur!" &(r3et! p%(!" !to (cto!

(""!&e!t" (!d e!"ure" t'e) (cco&p%"' t'e p%(!*" "t(ted o,=ect$e". A ,r%%(!t "tr(tec

&(r3et! p%(! cou!t" +or %tt%e + !ot &p%e&e!ted proper%).

M(r3et! &p%e&e!t(to! co!tro%#

Marketing control " t'e proce"" ,) w'c' +r&" (""e"" t'e e++ect" o+ t'er &(r3et!

(ct$te" (!d pror(&" (!d &(3e !ece""(r) c'(!e" (!d (d=u"t&e!t". Four t)pe" o+

!eeded &(r3et! co!tro% (re pro$ded ,) t'e (ut'or"

1. A!!u(%-p%(! co!tro%20. :ro+t(,%t) co!tro%2

. E++ce!c) co!tro%2

4. Str(tec co!tro%

1. T'e &(r3et! (udt

A &(r3et! (udt " ( co&pre'e!"$e2 ")"te&(tc2 !depe!de!t2 (!d perodc e6(&!(to!

o+ ( co&p(!)*" or ,u"!e"" u!t*" &(r3et! e!$ro!&e!t2 o,=ect$e"2 "tr(tee"2 (!d

(ct$te"2 wt' ( $ew to deter&!! pro,%e& (re(" (!d opportu!te" (!d reco&&e!d!

( p%(! o+ (cto! to &pro$e t'e co&p(!)*" &(r3et! per+or&(!ce.


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4. T'e +uture &(r3et!

To "ucceed ! t'e +uture2 &(r3et! &u"t ,e &ore 'o%"tc (!d %e"" dep(rt&e!t(%.

M(r3eter" &u"t (c'e$e %(rer !+%ue!ce ! t'e co&p(!)2 co!t!uou"%) cre(te !ew de("2

(!d "tr$e +or cu"to&er !"'t ,) tre(t! cu"to&er" d++ere!t%) ,ut (ppropr(te%).

T'e) &u"t ,u%d t'er ,r(!d" &ore t'rou' per+or&(!ce t'(! pro&oto!. T'e) &u"t o

e%ectro!c (!d w! t'rou' ,u%d! "uperor !+or&(to! (!d co&&u!c(to! ")"te&".

T'e co&! )e(r" w%% "ee#

T'e de&"e o+ t'e &(r3et! dep(rt&e!t (!d t'e r"e o+ 'o%"tc &(r3et!

T'e de&"e o+ +ree-"pe!d! &(r3et! (!d t'e r"e o+ ROI &(r3et!

T'e de&"e o+ &(r3et! !tuto! (!d t'e r"e o+ &(r3et! "ce!ce

T'e de&"e o+ &(!u(% &(r3et! (!d t'e r"e o+ ,ot' (uto&(ted and cre(t$e

&(r3et!

T'e de&"e o+ &("" &(r3et! (!d t'e r"e o+ prec"o! &(r3et!

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