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Copyright 2011 Pearson Education, Inc. Publishing as as Prentice Hall Copyright 2011 Pearson Education, Inc. Publishing Prentice Hall
Marketing
The process of creating and delivering desired goods and services to customers. n Involves all of the activities associated with winning and retaining loyal customers.
n
55% of small business owners say they do not need marketing because their products and services sell
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One objective of market research: Pinpoint the company's target market, the specific group of customers at whom the company aims its products or services. Marketing strategy must be built on clear definition of a companys target customers. Examples: Great Call and Lexus of Palm Beach
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Target customer must permeate the entire business merchandise sold, background music, layout, dcor, and other features. Without a clear image of its target market, a small company tries to reach almost everyone and ends up appealing to few.
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Market Research
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n n
Market research is the vehicle for gathering the information that serves as the foundation for the marketing plan. Never assume that a market exists for your companys product or service; prove it! Market research does not have to be time consuming, complex, or expensive to be useful.
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Tracking Trends
n n n n n n n
Read many diverse current publications Monitor blogs and newsgroups Watch the top 10 TV shows See the top 10 movies Talk to at least 150 customers a year Talk with the 10 smartest people you know Listen to your children and their friends
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Market Research
How to Conduct Market Research: 1. Define the objective. 2. Collect the data.
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See customer complaints for what they are - a chance to improve your service and quality. Encourage complaints and then fix them!
Make sure your companys product and service quality will astonish your customers.
Source: Adapted from Susan Greco, The Road to One-to-One Marketing, Inc., October 1995, pp. 56-66.
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Market Research
(continued)
How to Conduct Market Research: 1. Define the problem. 2. Collect the data.
nIndividualized (one-to-one)
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Relationship Marketing
Involves developing and maintaining long-term relationships with customers so that they will keep coming back to make repeat purchases.
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Relationship Marketing
Steps:
Collect meaningful customer information and compile it in a database. n Mine the database to identify best customers. n Use the information to develop lasting relationships with best customers. n Attract more customers who fit the best customer profile.
n
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Analy ze
Conduct detailed customer intelligence to pinpoint most valuable customers and to learn all you can about them, including their lifetime value (LTV) to the company.
Learn from your customers by encouraging feedback from them; develop a thorough customer profile and constantly refine it.
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n n
Collect meaningful information on existing customers and compile it in a database. Mine the database to identify the companys best and most profitable customers and their buying habits. Use the information to establish lasting relationships with these customers. Attract more customers who fit the profile of the companys best customers.
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Find a niche and fill it. Use the power of publicity Dont just sell; entertain!
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Entertailing
Strive to be unique.
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n n n
A key customer benefit of a product or service that sets it apart from its competition. Answers key customer question: Whats in it for me? Consider intangible or psychological benefits as well as tangible ones. Communicate your USP to your customers often.
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FIGURE 8.1 The Connection between Branding and a USP Source: Based on Brandsavvy, Highlands Ranch, Colorado
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Building a Brand
High
Antes
Features that are important to customers but all competitors provide them Every company in the market must ante up on these features.
Drivers
Features that are both important to customers and are highly differentiated from those of competitors These are the attributes on which a company must focus to build its brand.1
Relevance
Neutrals
Features that are irrelevant to customers These features are useless when it comes to branding.
Fools Gold
Features that are unique to your company but do not drive customers loyalty to your product and services Dont make the mistake of trying to build a brand on these features!
Low Low
Differentiation
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High
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Source: Adapted from What Really Matters in Building a Brand, The McKinsey Quarterly, May 2004, www.mckinseyquarterly.com/newsletters/chartfocus/2004_05.htm
nCreate
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Social Networking
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n n
Social networks sites, such as Facebook and MySpace, allow entrepreneurs to connect with potential and existing customers at little or no cost. More than half of Facebook users are over the age of 25. These sites now offer business survey tools and advertising functions for promotional purposes.
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nCreate
an identity for your business through branding. nEmbrace social networking. nStart a blog.
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Blogging
n n n
An estimated 113 million blogs exist with 5,000 of them from businesses. Economical and effective online communication. Blog Guidelines:
Be honest, balanced, and interesting. n Post blog entries consistently so that readers have a reason to return. n Ask customers for feedback.
n
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Blogging
(continued)
Strive to cultivate the image of an expert or a trusted friend on a topic that is important. n Use services such as Google Alerts that scan the Web for a companys name and send e-mail alerts when they find posts. n Promote the blog via e-mail and promotional Web Sites.
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nCreate
an identity for your business through branding. nEmbrace social networking. nStart a blog. nCreate online videos.
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Online Videos
n n
Study: 19% of Internet users watch online videos every day. Online video guidelines:
Think edutainment. n Be funny. n Connect with current events. n Involve customers. n Keep it short.
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nCreate
an identity for your business through branding. nEmbrace social networking. nStart a blog. nCreate online videos. nFocus on the customer.
n
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n n n
31% tell family members, friends, and colleagues about their negative experience. 6% of those people tell their horror stories to six or more people. For every 100% of customers who have negative experiences with a business, the company stands to lose 32 to 36 current customers or potential customers.
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Because 20% of a typical companys customers account for about 80% of its sales, no business can afford to alienate its best and most profitable customers and survive! Research shows that repeat customers spend 67% more than new customers. Attracting new customers costs the typical business seven to nine times as much as keeping existing customers.
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customers customers
Source: Adapted from Wake-Up Call: To Fix CRM, Fix the Customer Experience Now!, BearingPoint White Paper ( www.bearingpoint.com, Fall 2005, p. 5.
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Companies that are successful at retaining their customers constantly ask themselves (and their customers) four questions: 1. What are we doing right? 2. How can we do that even better? 3. What have we done wrong? 4. What can we do in the future?
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nCreate
an identity for your business through branding. nEmbrace social networking. nStart a blog. nCreate online videos. nFocus on the customer. nBe devoted to quality.
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Devotion to Quality
n
Study: 60% of customers who change suppliers do so because of problems with a companys products or services. World-class companies treat quality as a strategic objective, an integral part of company culture. The philosophy of Total Quality Management (TQM):
n n n
Quality in the product or service itself. Quality in every aspect of the business and its relationship with the customer. Continuous improvement in quality.
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Reliability (average time between breakdowns) Durability (how long an item lasts) Ease of use Known or trusted brand name Low price
n n n n
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Tangibles - equipment, facilities, people Reliability - doing what you say you will do Responsiveness - promptness in helping customers Assurance and empathy conveying a caring attitude
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nCreate
an identity for your business through branding. nEmbrace social networking. nStart a blog. nCreate online videos. nFocus on the customer. nBe devoted to quality. nPay attention to convenience.
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Attention to Convenience
The average U.S. work week is 42.5 hours, an increase from 37.5 hours in 2003. n Is your business conveniently located near customers? n Are your business hours suitable to your customers? n Would customers appreciate pickup and delivery services? n Do you make it easy for customers to buy on credit or with credit cards?
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Attention to Convenience
(continued)
n n n n
Are your employees trained to handle business transactions quickly, efficiently, and politely? Does your company offer extras that would make customers easier? Can you bundle existing products to make it easier for customers to use them? Can you adapt existing products to make them more convenient for customers? Does your company handle telephone calls quickly and efficiently?
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Concentrate on innovation.
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Concentration on Innovation
n
Innovation
The key to future success. n One of the greatest strengths of entrepreneurs. It shows up in the new products, techniques, and unusual approaches they introduce. Entrepreneurs often create new products and services by focusing their efforts on one area and by using their size and flexibility to their advantage.
n
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nConcentrate
25% of customers have walked out of a store within the past year because of poor service. nSurvey: 80% say they will never return to a business after a negative customer service experience.
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Dedication to Service
Goal: To achieve customer astonishment!
n n n n n n
Listen to customers. Define superior service. Set standards and measure performance. Examine your companys service cycle. Hire the right employees. Train employees to deliver superior service.
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Dedication to Service
(continued)
Empower employees to offer superior service. Treat employees with respect and show them how valuable they are. Use technology to provide improved service.
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Dedication to Service
(continued)
Use mystery shoppers to measure customer service Reward superior service. Get top managers support. View customer service as an investment, not an expense.
n n n
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n n
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Emphasis on Speed
n
Speed new products to market Shorten customer response time in manufacturing and delivery Reduce the administrative time required to fill an order.
Study: Most businesses waste 85 to 99% of the time required to produce products or services!
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Emphasis on Speed
(continued)
n n
Re-engineer the process rather than try to do the same thing - only faster. Create cross-functional teams of workers and empower them to attack and solve problems. Set aggressive goals for production and stick to the schedule.
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Emphasis on Speed
(continued)
n n n
Rethink the supply chain. Instill speed in the company culture. Use technology to find shortcuts wherever possible. Put the Internet to work for you.
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Promotion
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FIGURE 8.3
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Introductory stage
High Costs
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n n
High Costs
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n n n
Introductory stage Growth and acceptance stage Maturity and competition stage
High Costs
Sales Climb
Profits Peak
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n n n n
Introductory stage Growth and acceptance stage Maturity and competition stage Market saturation stage
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n n n n n
Introductory stage Growth and acceptance stage Maturity and competition stage Market saturation stage Product decline stage
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Manufacturer
Retailer
Consumer
Manufacturer
Wholesaler
Retailer
Consumer
Manufacturer
Wholesaler
Wholesaler
Retailer
Consumer
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Manufacturer
Wholesaler
Industrial User
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Price
A key factor in the decision to buy Focus attention on non-price competition
Free trial offers Free delivery Lengthy warranties Money back guarantees
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Promotion
n n
Goal: To inform and persuade. Through advertising and other communication techniques. Create an image. Marketing is not a battle of products; it is a battle of perceptions.
n n
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Conclusion
n
n n
A guerrilla marketing plan offers the entrepreneur significant benefits. Target marketing is key. Create a competitive and edge through customer focus, quality, convenience, innovation, service and speed.
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