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BIG IDEAS IN ORGANISATIONS (Marketing Mix 4p 4/5/7 P's (Place…
BIG IDEAS IN ORGANISATIONS
Focus on offering
Market segmentation
Demographic values
Geographic values
Psychographic values
Behavioural values
Targeting
Customers wants/needs
Competitors
Organisations competencies
Positioning
Success
Clarity
Consistancy
Credability
Competitiveness
Marketing
Marketing Concept
Marketing Function
Trends
Strategies
Managing brands
Identifying customers
Price
Marketing Process
Analysis of market
Strategy selection
Build Offering
Implementation
Mission
Vision
Opportunities and resources
Evaluate Opportunity
Understand capabilities
Environmental Scanning
Changes in Market
New needs
New technology
New products
New channel
Response to change
Marketing Environment
Competitive advantage
Cost
Differentiation
Focus
Differential advantage
Only supplier
Strategic focus
Ansoff, 1987
Marketing Research
The function that links consumer, customer or public to the marketeer through information
Planning cycle
What Goals?
What Information?
What research?
Who for?
Did it work?
The process
Planning
Exploratory Research
Refine Design
Research
Analysis
Report
Marketing information
Organisational records
Market research
Marketing intelligence
Marketing Mix
4/5/7 P's
Product
New Products
Opportunity identification
Concept generation
Concept evaluation
Development
Launch
Success
Spiral development
Focus
Due diligence
Market driven
Superior product
Fail
No market
Costs
Poor Design
Wrong time
Competition
4 types of product
Convenience
Shopping
Speciality
Unsought (new)
Place
Distribution channels
Collaborative distribution
Co-loading
Back-hauling
Multiple distribution
The right distribution channel
Promotion
Promotion Mix
Advertising
Personal selling
Direct Marketing
Digital marketing
Sales promotion
Sponsorship
Public relations
Communication process
Linear
Complex
.
A
ttention
I
nterest
D
esire
A
ction
AIDA:
Pricing
Types
Cost
Cost plus %
Margin cost
Competitor based
Consumer based
The cost of exchange in return for an offering
Product mix pricing
Product line
Optional product
Captive product
By-product
Bundle
Informing decisions
Survey
Price sensitivity analysis
Experimentation
People
Play key role
B2B requires relationship
First impressions
Processes
May or may not be visible
Important for efficiency
Operations management
Physical evidence
Allows differentiation
Represents brand
Customer service
Operations
Operations Management
Input - Process - Output
Simplicity vs Complexity
Operations Managers
Organise resources
Manage outputs
Manage processes
Design
Control
Improve
Risk
Importance
Enhance revenues
Minimise capital
Develop capabilities
Reduce costs
Operations Strategy
Key areas
Capacity and facilities
Supply chain
Technology
Workforce
Performance objectives
Quality
Speed
Flexibility
Sustainability
Dependability
Cost
Operations and Marketing
The relationship between marketing and operations can often be quite difficult
Areas of conflict
Capacity planning
Scheduling
Stock control
Breadth of range
New products
Improvements
Speed
Insight
Access
Flexibility
Product and Service Design
Almost any product or service has a limited life cycle
New product development
Essential in most organisations
Types
Incremental enhancement
New generation
Breakthrough
Failure
40% will not make target
Company can not support growth
Launched too soon
No appeal to market
Not understood
No market
Product design
Asthetics
Reliability
Maintainability
Durability
Produceability
Service design
The 'organising idea'
Service experience
Service outcome
Service operation
Value of service
Design thinking
No idea too wild
Reframe
Collaborate
Prototype
Understand user
See bigger picture
QFD Matrix
Quality
Functional
Deployment
Raising Finance
Equity
Ordinary shares
Preference shares
Private equity
Lease
Banks
Overdraft
Finance
Committed
Uncommitted
Negative working capital
Debt factoring
Process Design
Manufacturing
Project
Jobbing
Batch
Mass
Continuous
Services
Professional
Service shop
Mass
Factors
Volume
Variety
Variation in demand
Visability
4 V's
Layout choice
Fixed position
Functional
Product
Hybrid
External Business Environment
Political
Microeconomic
Competitive market
Consumer tastes
Rising costs
Macroeconomic
National / International
Economy
Growing
Recession
Social / Cultural
Technological
Environmental
Legal
Ethical
Labour
Labour shortage
Skills shortage
International trade
Globalisation
Trade policies (WTO)
Import taxes/tariffs
