Notas de marketing

MKGT621 Notes

Marketing decision process:

Step I: Situation analysis ("the 4 C's"). Identify problems and opportunities 1. Consumers: unmet needs 2. Company: competencies 3. Competitors: vulnerabilities 4. Collaborators: common goals

Step II: Generate alternative strategies/courses of action: 1. Choice of target markets/market segments 2. Product positioning 3. Various marketing mix combinations

Step III: Evaluate alternatives using both quantitative and qualitative means.

Step IV: Make decision, detail strategy and plans ("the 4 P's" or "the marketing mix"): 1. Product 2. Price 3. Promotions 4. Place

|Key concepts |Quantitative tools |
|Market segmentation |Break-even analysis |
|Product positioning |Estimates of market potential |
|Consumer decision processes |Life time value of the customer (LTVC) |
|Channel design (informational and logistic) |Trade-off analysis (conjoint analysis) |
|share of voice, share of mind, share of distribution |EVC analysis (attempt to quantify consumer reservation prices) |
|Advertising message design | |

Analyzing markets

Developing segment-based strategies:
1. Market segmentation. Identify variables that allow segmentation of the market.
2. Market targeting. Evaluate the attractiveness of each segment and choose a target segment.
3. Market positioning. Identify positioning concepts for each