The global marketing

Résumé du document

Study based on the global marketing. The 5 steps process of marketing are: understanding customer needs, wants and demands, market offering: products, services and experiences, customer value and satisfaction, exchanges and relationships, knowing markets.

Extraits

[...] The Mkg manager's aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value” (Armstrong & Kotler 2007, p.9) Implies answering 2 questions: Which customers will we serve? This deals with segmentation first, targeting then; How to serve them best, ie, what's our value proposition? That deals with differentiation, and positioning “value proposition” is the set of benefits or values it promises to deliver to customers to satisfy their needs Examples Slogan: basically refers to such, short, exciting, expression. Refers to a promise Answers qo such as: should I buy your stuff (rather than competitors' ones?) Qo: which value systems, vision of myself, is implicitely understood? [...]

[...] Ex. purpose of killing a flyproperly, in a non costly way (ne pas la tuer avec un bazooka); Use exactly the right tube, amunition, aiming tool, aiming: you will se the concept of positionning Metaphor of marketing Possible questions arising for a marketer Who shops online? Who prefers personnalized service in a shopping mall? What makes you return on such website? Why does grandma not buy online? [...]

[...] Most products aree bought for a service delivery Online, Wind & Mahajan (2002) will propose the 5 Cs (to be studied in BI2 ou BI4) More importantly, this is too company-oriented: could propose 4Cs: PRODUCT = CUSTOMER SOLUTION PRICE = CUSTOMER COST PLACE = CONVENIENCE PROMOTION = COMMUNICATION Marketing analysis and Planning Crucial decision is go/no go, where to go, how to do it: relies on analysis and particularly SWOT analysis; Internal and external-related approach; Strengths: internal capabilities, resources, positive situational factors that help mission fulfillment Weaknesses: internal limitations, negative situational factors Opportunities: favorable external-related factors or trends Threats: unfavorable external-related factors or trends Exis remains analysing, adapting, to aim well with a better profitability “Matching the company's strengths to attractive opportunities in the environment, while eleminating or overcoming the weaknesses and minimizing the therats” & p.54) Readings Summary, Segmentation (Filser 1993, Ch. I.1, pp.314-324) 2. General principles for choosing segmentation criteria: A. Theoretical principles: Must refer to a causality model not only correlations: Difference between correlation and causal effect (figure p.315) Caution with statistical tools: they may actually select statistically significant variables, which in reality have no explanatory power according to theory (NDT: correlation does not mean predictive power) Eg, step-by-step discriminant or regression analysis may mislead the beginner B. [...]

[...] Basic principles by Ries & Trout: Creating a new category by positioning “against” (7-UP against Coca Cola) Leader brands must systematically innovate on communication axis into their category (eg Coca Cola, obliging Pepsi to be only a challenger) A firm should occupy as many positions as possible, with different brands (UNILEVER) Brand name must express provided benefits. Symbolical meaning are then important too. Controlling positioning, using 3 criteria cf Pontier: The Perceived position respective to competitors (mental perception); The Desired positioning by the firm, ie the Marketing strategy aimed at; The Perceived positioning by the employees (we could add: by all stakeholders involved into implementation). Pontier shows nbr3 crucial in service sector: COOP probably failed in 1985 because of a weak positioning convergence (nbr 1 & 3). [...]

[...] Readings Summary, Positioning - Cont. A - Brands' relative perceptions analysis (declarative) 2 types of data collection and analysis methods, applied: Global brand perception, via similarity analysis; Disaggregated perceptions analysis, on beliefs, via factorial analysis Both show the perceptions proximity, but lacks an analysis of proximity with consumers' expectations: Use here Reference analysis with an ideal product, and see if some brand perceived as close to the ideal position B Competition amongst brand analysis 2 approaches allow a better understanding of competitors: Analyzing similarities across brand in term of consumer usage patterns: that is, substitution capacity across brands; Measuring the behavioral (instead of perceptual) component of attitude, eg PI (Purchase intention); Analyzing real purchase behaviors (eg Competitor Model, Merunka & Bourgeat, RAM 1988) Readings Summary, Positioning - Cont Implementing positioning (strategy) Choice criteria for positioning: 5 key choice criteria (Dubois & Nicholson): Market demand across segments (economies of scale); Existing competition in term of usage patterns; Compatibility across all products positioning by the firm (congruency; avoiding cannibalization); Feasibility of chosen positioning in term of consumer perception; Strength and clearness of all distinct chosen positioning (Ries & Trout). [...]