understanding business and entrepreneurship
TRANSCRIPT
Understanding Business and Entrepreneurship
IME GSEVEE
Unit Introduction to Marketing
2 Unit title
This Course Unit aims to provide you with a comprehensive overview of the critical components by introducing some general aspects related to marketing management marketing research and novel approaches of boosting successful new ventures through the implementation of modern marketing techniques
By the end of this course unit you will be able to understand concepts such as marketing mix strategic positioning marketing planning process and Marketing 30 which are core elements of the course
This Unit aims to enhance the understanding on the marketing management providing you with a valuable insight and skills to identify and act on innovative opportunities and inform the strategic development of you enterprise or business venture through insightful marketing methods
Unit Scope
1Introduction to Marketing
2Marketing and Strategic Planning
3Marketing Planning Process
4Marketing information systems
5Marketing research
6Segmentation and positioning
7Marketing 30
Unit content
1 Introduction to Marketing
Introduction to Marketing - the role of creativity
Marketing is a management process by which individuals and groups obtain that need and want through the production supply and exchange value with other products
Key Concepts
Needs desires requirements
Product
Exchange
Market
Kotler amp Keller 2015
Introduction ndash basic terms
Marketing management is the process of planning and implementation of the conception pricing promotion and distribution of ideas goods and services that will result in exchanges (transactions) that meet the objective of individuals and organizations objectives
Four basic approaches
Marketing with a focus on production
The marketing-centered product
Marketing focused on sale
Marketing with a focus on market
Kotler amp Keller 2015
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
2 Unit title
This Course Unit aims to provide you with a comprehensive overview of the critical components by introducing some general aspects related to marketing management marketing research and novel approaches of boosting successful new ventures through the implementation of modern marketing techniques
By the end of this course unit you will be able to understand concepts such as marketing mix strategic positioning marketing planning process and Marketing 30 which are core elements of the course
This Unit aims to enhance the understanding on the marketing management providing you with a valuable insight and skills to identify and act on innovative opportunities and inform the strategic development of you enterprise or business venture through insightful marketing methods
Unit Scope
1Introduction to Marketing
2Marketing and Strategic Planning
3Marketing Planning Process
4Marketing information systems
5Marketing research
6Segmentation and positioning
7Marketing 30
Unit content
1 Introduction to Marketing
Introduction to Marketing - the role of creativity
Marketing is a management process by which individuals and groups obtain that need and want through the production supply and exchange value with other products
Key Concepts
Needs desires requirements
Product
Exchange
Market
Kotler amp Keller 2015
Introduction ndash basic terms
Marketing management is the process of planning and implementation of the conception pricing promotion and distribution of ideas goods and services that will result in exchanges (transactions) that meet the objective of individuals and organizations objectives
Four basic approaches
Marketing with a focus on production
The marketing-centered product
Marketing focused on sale
Marketing with a focus on market
Kotler amp Keller 2015
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
This Course Unit aims to provide you with a comprehensive overview of the critical components by introducing some general aspects related to marketing management marketing research and novel approaches of boosting successful new ventures through the implementation of modern marketing techniques
By the end of this course unit you will be able to understand concepts such as marketing mix strategic positioning marketing planning process and Marketing 30 which are core elements of the course
This Unit aims to enhance the understanding on the marketing management providing you with a valuable insight and skills to identify and act on innovative opportunities and inform the strategic development of you enterprise or business venture through insightful marketing methods
Unit Scope
1Introduction to Marketing
2Marketing and Strategic Planning
3Marketing Planning Process
4Marketing information systems
5Marketing research
6Segmentation and positioning
7Marketing 30
Unit content
1 Introduction to Marketing
Introduction to Marketing - the role of creativity
Marketing is a management process by which individuals and groups obtain that need and want through the production supply and exchange value with other products
Key Concepts
Needs desires requirements
Product
Exchange
Market
Kotler amp Keller 2015
Introduction ndash basic terms
Marketing management is the process of planning and implementation of the conception pricing promotion and distribution of ideas goods and services that will result in exchanges (transactions) that meet the objective of individuals and organizations objectives
Four basic approaches
Marketing with a focus on production
The marketing-centered product
Marketing focused on sale
Marketing with a focus on market
Kotler amp Keller 2015
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
1Introduction to Marketing
2Marketing and Strategic Planning
3Marketing Planning Process
4Marketing information systems
5Marketing research
6Segmentation and positioning
7Marketing 30
Unit content
1 Introduction to Marketing
Introduction to Marketing - the role of creativity
Marketing is a management process by which individuals and groups obtain that need and want through the production supply and exchange value with other products
Key Concepts
Needs desires requirements
Product
Exchange
Market
Kotler amp Keller 2015
Introduction ndash basic terms
Marketing management is the process of planning and implementation of the conception pricing promotion and distribution of ideas goods and services that will result in exchanges (transactions) that meet the objective of individuals and organizations objectives
Four basic approaches
Marketing with a focus on production
The marketing-centered product
Marketing focused on sale
Marketing with a focus on market
Kotler amp Keller 2015
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
1 Introduction to Marketing
Introduction to Marketing - the role of creativity
Marketing is a management process by which individuals and groups obtain that need and want through the production supply and exchange value with other products
Key Concepts
Needs desires requirements
Product
Exchange
Market
Kotler amp Keller 2015
Introduction ndash basic terms
Marketing management is the process of planning and implementation of the conception pricing promotion and distribution of ideas goods and services that will result in exchanges (transactions) that meet the objective of individuals and organizations objectives
Four basic approaches
Marketing with a focus on production
The marketing-centered product
Marketing focused on sale
Marketing with a focus on market
Kotler amp Keller 2015
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Introduction to Marketing - the role of creativity
Marketing is a management process by which individuals and groups obtain that need and want through the production supply and exchange value with other products
Key Concepts
Needs desires requirements
Product
Exchange
Market
Kotler amp Keller 2015
Introduction ndash basic terms
Marketing management is the process of planning and implementation of the conception pricing promotion and distribution of ideas goods and services that will result in exchanges (transactions) that meet the objective of individuals and organizations objectives
Four basic approaches
Marketing with a focus on production
The marketing-centered product
Marketing focused on sale
Marketing with a focus on market
Kotler amp Keller 2015
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Introduction ndash basic terms
Marketing management is the process of planning and implementation of the conception pricing promotion and distribution of ideas goods and services that will result in exchanges (transactions) that meet the objective of individuals and organizations objectives
Four basic approaches
Marketing with a focus on production
The marketing-centered product
Marketing focused on sale
Marketing with a focus on market
Kotler amp Keller 2015
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Strategy comes firsthellip
Existing New
Existing
New
Products
Mar
kets
Ansoff (1957)
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The 4Pshellip
The Marketing Mix supports the decision regarding the potential customers and how can they buy your product or service
Marketing Mix is a method to think about the right place price and promotion for your product
Kotler amp Keller 2015
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The 4Ps
Product what the business offers for sale (eg products or services)
Price decisions related to total cost and list pricing
Place direct or indirect channels to market (physical location or distribution channels)
Promotion marketing strategy and communication aim to make the value proposition and the offerings known to potential customers
Kotler amp Keller 2015
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
2 Marketing and Strategic Planning
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Strategic planning is the management process for creating and maintaining a sustainable relationship between the objectives of the organization and resources of both and changing market opportunities on the other
The objective of strategic planning is to establish and or reshape the activities and products of the company so that they produce good profits and growth
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Corporate strategy
Overall strategic plan on the whole enterprise This decides how many resources should be allocated to each sector or activity and what activities will stopwill go
Business Unit strategy
Action plans of sectors and activities Every industry launches a plan that deals with the distribution of funds in each sector belonging to the sector Each business segment in turn draw up a strategic plan that would lead to a profitable future
Strategic planning at the product level (Product-market unit strategy)
Each product level (product line brand) laid belongs to a sector launches a plan
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Usually involves four distinct procedures
Send company
Identify strategic sector
existing portfolio evaluation
Development of new activities
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The companys mission to define the main competitive fields of action within which the company will operate
Sector level
Market segment
Geographical scope
Vertical scope
Vision describes the form of the business in the future and sets specific targets
Kotler amp Keller 2015
2 Marketing and strategic planning ndash activitiesrsquo levels
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Most companies even small ones have many activities
Industry ne Activity
Therefore companies must make the important step of identifying the activities they deal with and make management in each as if it were a separate company
2 Marketing and strategic planning ndash activitiesrsquo levels
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The modern definition of a business is based on three dimensions
customer groups
customer needs
technology
2 Marketing and strategic planning ndash activitiesrsquo levels
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Each strategic business area has three characteristics
1 It is a single activity or a group of related activities that can be designed separately from the rest of the company
2 Has its own competitors who are trying to be treated with it or to overcome it
3 Has a responsible manager who is responsible for the strategic planning and profit and who controls them more than the factors that influence earnings
2 Marketing and strategic planning ndash activitiesrsquo levels
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Activities portfolio evaluation
The most known method of evaluating the activities of a holding company is to share development matrix which developed by the Boston Consulting Group (BCG)
2 Marketing and strategic planning ndash activitiesrsquo levels
Παπαδάκης 2016 Weblink httpsopenlibumneduprinciplesmarketingchapter2-5-strategic-portfolio-planning-approaches Principles of Marketing University of Minnesota Libraries Publishing edition 2015 (Open Textbook ndash adapted edition)
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Four types
Questions operate in markets with high growth but have relatively low market shares
Stars leader in a high growth market This does not necessarily mean a positive cash flow for the company
Liquidity Cows It generates a lot of money for the company H company need not largely finances the expansion of its capacity because the market growth has slowed
Dogs Scarce market share in markets with low growth They usually produce low profits or losses
Activitiesrsquo portfolio evaluation
Παπαδάκης Β (2016)
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The alternative objectives that may be pursued are four
Building The objective is to expand its market share Suitable for activities-questions
Conservation The objective is to maintain the market share of the strategic sector This object is suitable for strong cows
Harvesting The objective is to increase short-term revenues H strategy is suitable for weak cows whose future is unclear and from requiring greater cash flow
Abolishing The objective is to be sold or liquidated activity because the funds can be used somewhere else better This is suitable for dog-activities and activities-questions
Activitiesrsquo portfolio evaluation
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
3 Marketing Planning Process
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Mission of the sectorbusiness identify the reason of enterprise existence and its purpose and promoted common values and expectations of customers and among employees
Includes Section scope groups customer needs vertical scope the geographic scope current policies practices
3 Marketing Planning Process
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The company must follow the main forces macro-environmental (demographiceconomic technological politicallegal and socialcultural) and the micro (customers competitors distribution channels suppliers) that affect its activity
Opportunities
Marketing opportunity is an attractive arena for marketing activity of the company in which the company will have a competitive advantage
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Threats
Environmental threat is a challenge that is presented by an unfavorable trend or development environment which could lead to erosion of the position of the company if not taken appropriate marketing action
3 Marketing Planning Process- external environment
Kotler amp Keller 2015
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Internal environment analysis finding strengthsweaknesses
One thing is to distinguish the attractive opportunities in the environment and another thing to have the necessary skills to succeed in these opportunities
All factors are not equally important to succeed in an activity or to obtain a new marketing opportunity
3 Marketing Planning Process- internal environment
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
This analysis tells us that even when an activity has a significant advantage in a factor (ie a distinctive advantage) this advantage does not generate necessarily a competitive advantage
The big question is whether the activity should be limited to those opportunities which now has the necessary advantages or whether you should probably think of better opportunities where you had to acquire or create some advantages
Sometimes an activity is not bad performance because the parts do not have the necessary advantages but because they do not work together as a team
3 Marketing Planning Process- internal environment
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Most business sectors are seeking a mixture of objectives include profitability sales growth improving market share risk containment innovativeness reputation and so on
Each business area sets these goals and perform management by objectives
The objectives of the sector should be
Prioritized
Quantitative
Realistic
Consistent
Marketing Planning Process ndash targets
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The objectives defines the business direction The strategy provides answers on ldquohow to go thererdquo
Three general types of strategies
Leadership in the cost The company is trying to achieve the lowest cost of production and distribution in order to sell at a price lower than its competitors
Diversification The company focuses on achieving superior performance in an important area of customer interest estimated by the market as a whole
Focus Here the company focuses on one or more small segments
3 Marketing Planning Process ndash strategy
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Marketing plans differ from plans of strategic business segments because their focus is found more specifically on a product or market providing more detailed marketing strategies
3 Marketing Planning Process - Plans
Kotler amp Keller 2015
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The marketing process consists of analyzing marketing opportunities conduct surveys and selecting target markets planning of marketing strategies for implementing marketing plans etc
Marketing process
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Marketing Plan
Executive summary
Current marketing situation market competition macro-environment etc
Opportunities and threats analysis identifying opportunities strengths weaknesses etc
Objectives setting goals
Marketing Strategy overall marketing approach
Action programs allocating roles and activities
Profitsrsquo valuation expected financial results
Control-evaluation Monitoring plan
Πετράκης 2011
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
4 Marketing information systems
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The first step in the marketing management process is the Analysis of marketing opportunities
The analysis of opportunities begins with the collection of information necessary for the micro and macro environment of the company
A marketing information system consists of people equipment and procedures to gather sort analyze evaluate and distribute needed timely and accurate information to marketing decision makers
The marketing information system should be a mixture of what managers think they need what they really need and what is economically feasible
4 Marketing information systems
Kotler amp Keller 2015
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Marketing information system is a set of procedures and sources used by managers to ensure their daily information on prominent interest developments in the marketing environment
External environment analysis in four ways
Non-directed observation General to report information which the manager does not have a specific purpose in mind
Directed observation Directed report which contains no active investigation in a more or less clearly defined area or type of information
Informal analysis A relatively limited and unplanned effort to obtain such information or information for a particular purpose
Formal investigation A deliberate attempt -usually after a predetermined plan or process- to obtain such information or information relating to a specific theme
4 Marketing information systems
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
5 Marketing research
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Marketing research is the systematic design collection analysis and reporting of data and findings related to a specific event marketing facing the company
Marketing research mechanisms
Companies specialized in customized marketing surveys
Companies specialized in research services
Experts
Software
5 Marketing research
Πετράκης 2011
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Fields of research
identify the characteristics of the market
measurement of market potential
analysis of market share sales etc
studies of business trends
competing products
pilot studies of existing products
Πετράκης 2011
5 Marketing research
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Marketing research process
Defining the problem
Design a research project
Collection of information
Analysis of information
Πετράκης 2011
5 Marketing research
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Problem definition and objectives
Different types of marketing surveys
Exploratory gathering preliminary data that will illuminate the true nature of the problem and possibly to propose some cases or new ideas
Descriptive to describe certain sizes
Recitals to test a causal relationship
Πετράκης 2011
5 Marketing research
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Implementation of a research project
Information sources primary - secondary
Research methods observation focus groups surveys experiment
Research Tools questionnaires mechanical instruments
Sampling plan sample unit sample method sampling procedure
Contact methods Internet telephone personal communication
Πετράκης 2011
5 Marketing research
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Implementation of a research project
The research project may require collection of secondary data primary data or both
The primary data consist of original information collected for that specific purpose
Secondary data consist of information that already exists somewhere and have collected for some other purpose
Πετράκης 2011
5 Marketing research
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
6 Segmentation and positioning
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The basis of modern strategic marketing moves in three axes Segmentation Targeting and Positioning
Market segmentation is the process of dividing a market into specific groups of buyers who might want separate products andor marketing mixes
Targeting is the process of preparing segment attractiveness measures and the selection of one or more market segments where we operate
Positioning (or differentiation) is the process of seeking a ldquomarket spacerdquo based on a sustainable competitive position for the company and its offerings to each target market
6 Segmentation Targeting and Positioning
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
A general approach of market segmentation
Markets consist of buyers and buyers differ from one or more views
They may differ in terms of desires purchasing power geographical location buying attitudes and buying methods
Any from these variables can be used to segment a market
6 Segmentation Targeting and Positioning
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
The variables are classified into two broad categories
In those based on consumer characteristics Usually they are using geographic demographic and psychographic characteristics
Those that examine consumer attitudes towards a particular product such as the desired advantages the uses for which they are intended the brand and trust
6 Segmentation Targeting and Positioning
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Variables for the segmentation of consumer markets
Geographical segmentation
Demographic segmentation (eg age sex)
Psychographic segmentation (eg lifestyle personality characteristics)
Behavioral segmentation (eg loyalty attitude)
6 Segmentation Targeting and Positioning
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
7 Marketing 30
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Emergence of Marketing 30 marketing experts no longer face people only as consumers but approaching them as entities with mind heart and soul
Marketing 30 is developing the concept of marketing by connecting with human ideals values and spirit
Gives emphasis to an additional concept that of the human factor
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Marketing 10 ndash products marketing
Marketing 20 ndash customer-oriented marketing
Marketing 30 ndash human-oriented marketing
Target Productsrsquo sales Customersrsquo satisfaction Worldrsquos improvement
Driving forces Industrial revolution Information technology New technology wave
Market view from companiesrsquo perspective
Mass consumption Smarter consumers mind and heart
Integrated human beings (mind-heart-spirit)
Dominant marketing model Product development Differentiation Values
Firmrsquos marketing principles Productsrsquo standarisation Company consolidation and product positioning
Corporate goals and vision
Growth basis Functionality Functionality-emotion Functionality emotion and spirituality
Interaction with customers Transactions of a unit to multiple recipients
Interpersonal relationship Many-to-many collaboration
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Postwar
1950s
The Marketing Mix Product Life Cycle Brand Image Market Segmentation The Marketing Concept The Marketing Audit
Soaring
1960s
The Four Ps Marketing Myopia Lifestyle Marketing The Broadened Concept of Marketing
Turbulent
1970s
Targeting Positioning Strategic Marketing Service Marketing Social Marketing Societal Marketing Macro-Marketing
Uncertain
1980s
Marketing Warfare Global Marketing Local Marketing Mega-Marketing Direct Marketing Customer Relationship Marketing Internal Marketing
One-to-One
1990s
Emotional Marketing Experiential Marketing Internet and E-Business Marketing Sponsorship Marketing Marketing Ethics
Financially-Driven
2000s
ROI Marketing Brand Equity Marketing Customer Equity Marketing Social Responsibility Marketing Consumer Empowerment Social Media Marketing Tribalism Authenticity Marketing Co-creation Marketing
7 Μarketing 30 the evolution of marketing concepts
Kotler Kartajaya amp Setiawan 2010
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Marketing principles Current approach Future approach
Products management Τhe laquo4 Prsquosraquo (product price place promotion)
Co-creation
Consumers management STP (segmentation targeting and positioning)
Communitiesrsquo creation
Brand management Brand image creation Formulation of brand image character
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Today the trust more easily grown in the horizontal (consumer-consumer) than in the vertical relations (company-customer)
Consumers have more confidence in each other than they have towards companies
The proliferation of social networks is the evidence of the shift in consumer confidence from the companies to the rest of consumers
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Within Marketing 30 the main core of marketing strategy redefined in the form of a triangle where the brand positioning and differentiation are equally important
The triangle complements the model of three i brand identity (identity) reliability of the brand (integrity) and brand image (image)
Kotler Kartajaya amp Setiawan 2010
Positioning Differentiation
Brand
3i
Brand Integrity
7 Marketing 30
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Within Marketing 30 once a brand name becomes widely known is no longer belongs to the creator (eg Coca Cola - New Coke in the early 80s IKEA and its attempt to change the font of personalized Futura to Verdana)
The companies will have to accept the fact that the effort to totally influence the brand name journey is almost impossible
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Credo 1 Love your Customers Respect your
Competitors
Credo 2 Be sensitive to change be ready to
transform
Credo 3 Guard your name be clear about who
you are
Credo 4 Customers are diverse go first to those who can benefit most from you
Credo 5 Always offer a good package at a fair price
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Credo 6 Always make yourself available spread the
good news
Credo 7 Get your customers keep and grow them
Credo 8 Whatever your business it is a service
business
Credo 9 Always refine our business process in terms
of quality cost and delivery
Credo 10 Gather relevant information but use wisdom
in making your final decision
Kotler Kartajaya amp Setiawan 2010
7 Marketing 30
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Any Questions
Qamp A
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Reference notes
Kotler P amp Keller K (2015) Marketing Management 15th Edition Pearson
Kotler P Kartajaya H amp Setiawan I (2010) Marketing 30 From Products to Customers to the Human Spirit John Wiley amp Sons
Παπαδάκης Β (2016) Στρατηγική των Επιχειρήσεων Ελληνική και Διεθνής Εμπειρία 7η Έκδοση Εκδόσεις Μπένου
Πετράκης M (2011) Έρευνα Μάρκετινγκ Σταμούλη
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
End of unit
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
Funding bullThis educational material is developed within the project Open-up Entrepreneurship OpEn under the contract 2015-1-EL01-KA202-014168
bullThe OpEn project is funded by the Erasmus+ programme of the European Union
bullThe European Commission support for the production of this material does not constitute an endorsement of the contents which reflects the views only of the authors and the Commission cannot be held responsishyble for any use which may be made of the information contained therein
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested
License Notes The current material is available under the Creative Commons
AttributionNonCommercial-ShareAlike 40 International license or later International Edition The individual works of third parties are excluded eg photographs
diagrams etc They are contained therein and covered under their conditions of use in the section laquoUse of Third Parties Work Noteraquo
[1] httpcreativecommonsorglicensesby-nc-sa40 As Non-Commercial is defined the use that bull Does not involve direct or indirect financial benefits from the use of the work for the
distributor of the work and the license holder bull Does not include financial transaction as a condition for the use or access to the work bull Does not confer to the distributor and license holder of the work indirect financial benefit
(eg advertisements) from the viewing of the work on website The copyright holder may give to the license holder a separate license to use the work for commercial use if requested