MKTG 301

• 1. Star
• 2. Cow
• 3. ?
• 4. Dog

Process by which companies create value for customers and build relationships in order to capture value from customers in return

Acheiving goals relies on knowing customer needs & wants

inside-out

(Marketing Approach is outside-in)

Wants backed by buying power

When a company is so smitten with it's product it loses sight of customer needs

art and science of choosing target markets and building profitable relationships with them

1. Customer Wants

2. Society (Welfare)

3. Profits

• Company (micro)
• Competitors (micro)
• Collaborator (micro)
• Customer (micro)
• Context (macro)

• Positioning
• Targeting
• Segmentation
• Differentiation

• Product
• Price
• Place
• Promotion

• 1. Market Penetration
• 2. Product Development
• 3. Market Development
• 4. Diversification

• 1. Strengths
• 2. Weaknesses
• 3. Opportunities
• 4. Threats

What firm is all about; Long-Term strategy of firm

ex: Be best in customer service

Short Term coroporate goals (measurable)

Marketing: reputation, martket share, quality,

Business: Profit Level, ROI, Growth

• 1 Define Problem
• 2 Research
• 3 Collect/Analyze date
• 4 Interpret findings

I.) Exploratory - suggest hypothesises to problem

II.) Descriptive - describe/understand problem better

III.) Causal - test hypo about cause & effect

I.) Secondary Data - info provided by other

II.) Primary Data - collected by firm

• 1. Big ticket items
• 2. Cheap items
• 3. Serves Individual Needs
• 4. Economies of Scale

• Based on differences
• Provide perceived value
• Diffivult to copy

1.) Design, Features, Brand

2.) After Sale services, warranty

• Development
• Launch
• Growth
• Maturity
• Decline

# of products in a line

Fill/Stretch - Downward/Upward

• m = margin
• r = retention rate
• i = discount rate
• AC = acquistion costs