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UNIVERSITY OF GUYANA MARKETING 2204 …..MODULE 3…WEEK 3. ERIC M. PHILLIPS (MBA, CTP, BSc. Eng.; WHITE HOUSE FELLOW) FEBRUARY 2014. MARKETING MANAGEMENT SUMMARY. EXCELLENCE. John. W. Gardner, the Great American Leader once stated - PowerPoint PPT Presentation
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UNIVERSITY OF GUYANAMARKETING 2204 …..MODULE 3…WEEK 3
ERIC M. PHILLIPS (MBA,
CTP, BSc. Eng.; WHITE HOUSE FELLOW)
FEBRUARY 2014
MARKETING MANAGEMENT SUMMARY
EXCELLENCE
John. W. Gardner, the Great American Leader once stated
“We must learn to honor excellence in every socially accepted human
activity, however humble the activity, and to scorn shoddiness, however
exalted the activity.
An excellent plumber is infinitely more admirable than an
incompetent philosopher. The society that scorns excellence in plumbing
because plumbing is a humble activity and tolerates shoddiness in
philosophy because it is an exalted activity will have neither good plumbing
nor good philosophy. Neither its pipes nor its theories will hold water."
MARKETING & YOU
Marketing is an exciting subject.
A Way of Life.
We humans are walking, talking Marketers.
ROLES , RIGHTS & RESPONSIBILITIES OF THE STUDENT
The student learns Marketing through self-inquiry, self-analysis and self-participation. The Principles of Marketing taught at most first year university courses are introduced through the student’s mental prism by the fundamental idea……each student is a unique product, with God given talents, skills, attributes and life paths. So instead of teaching in a manner that asks the student to remember ideas or facts, the approach taken in this text book, has the following characteristics:Learning through personalization for internalization.Learning by doing.Thinking more abstractly than linearly.Exploring natural learning “hooks”.The Vision MapThe use of “life lessons”Exercises to nurture and promote “creativity”, and Team building through leadership training.
THE PHILLIPS VISION MAP
LEARNING TOOLS
Here Lies Berry Bill Caught Napping On A Friday Night
ABSTRACT VERSUS LINEAR THINKING
1+ 1 = 2;
1 + 1 = 11
1 + 1 = ?
ABSTRACT AND LINEAR THINKING
1 = 11
2 = 22
3 = 33
4 = 44
5 = 55
6 = 66
7 = 77
8 = 88
9 = 99
What is 11 equal to?
LINEAR THINKING?
ABSTRACT THINKING?
ABSTRACT THINKING?
ABSTRACT THINKING
ABSTRACT THINKING
NO SMOKING ALLOWED
NO, SMOKING ALLOWED
IMPOSSIBLE
I’M POSSIBLE
UG…..DEAD OR ALIVE IN 50 YEARS
NELSON MANDELA
Courage is not the absence of fear — it's inspiring others to move beyond it.
Lead from the front — but don't leave your base behind.
Lead from the back — and let others believe they are in front.
Know your enemy — and learn about his favorite sport.
Keep your friends close — and your rivals even closer
Appearances matter — and remember to smile
Nothing is black or white
Quitting is leading too
MARKETING IDIOMSPERCEPTION IS REALITY? OR IS REALITY
PERCEPTION?
PERCEPTION IS REALITY?
All the world's a stageAnd all the men and women merely players.
They have their exits and their entrances;And one man in his time plays many parts,His acts being seven ages.
At first the infant,Mewling and puking in the nurse's arms
Last scene of allThat ends this strange eventful historyIs second childishness and mere oblivion
Sans teeth, sans eyes, sans taste, sans everything.
THE GARDEN OF EDEN?
PERCEPTION VERSUS REALITY
THE CUSTOMER IS ALWAYS RIGHT?
ADVERTISING……THE SEVEN DEADLY SINS
LUST- Excessive sexual desire
GLUTTONY- over consumption of anything
GREED- Excess acquisition of wealth
SLOTH- Sadness
WRATH- uncontrolled feelings of hatred and anger
PRIDE- excessive love of self
ENVY- Resentful
MESSAGING………ADVERTISING
Who are you?
What problems do you solve?
Where is your target market?
When would your audience benefit?
Why do they pick your solution?
IDIOM: THE CUSTOMER IS ALWAYS RIGHT?
Creating Perception is a process, not a destination.
It's a continuing process.
The Perception of a business - what it is, what it does, what it offers - is something that requires periodic updating
… as the times and the expectations of its customers and the public change.
THE CUSTOMER IS ALWAYS RIGHT
SUBLIMINAL MARKETING?
WHAT COLOUR ARE YOU?
Color can influence our emotions, our actions and how we respond to various people, things and ideas. Much has been studied and written about color and its impact on our daily lives.
Many people believe that colors are powers, and that colored stones are especially powerful. Here are some of the meanings of colors and the energies contained in their corresponding stones.
WHICH COLOUR ARE YOU?
WHICH COLOUR ARE YOU?
WHICH COLOUR ARE YOU?
WHICH COLOR ARE YOU?
WOMEN DRESS FOR OTHER WOMEN?
COGNITIVE DISSONANCE
FOX AND THE GRAPES
RELIGIOUS DOOMSDAY GROUP
SMOKING AND LUNG CANCER
YOUNG WOMEN IN LOVE
FROZEN HEAT
POEM……IMMORTALITY
COGNITIVE DISSONANCE ?
COGNITIVE DISSONANCE?
COGNITIVE DISSONANCE
CANCER IS SUCH A SWEET SORROW
PERCEPTION VRS REALITY
BOOK SENSE, COMMON SENSE & NONSENSE?
TODAY’S MARKETING REALITY
PHILIP KOTLER
GOING INTERNATIONAL?
AUTOMOBILE AND INDUSTRIAL EQUIPMENT
NEAL & MASSY TRANSPORTATION GROUP LTD
NEAL & MASSY AUTOMOTIVE LTD
CITY MOTORS (1986) LTD
TOBAGO SERVICES LTD
BEST AUTO LTD
AUTOMOTIVE COMPONENTS LTD
MASTER SERV LTD
TRACMAC ENGINEERING LTD
PRES-T-CON LTD
NEAL & MASSEY ENERGY AND INDUSTRIAL GASES
NEAL & MASSY ENERGY LTD
NEAL & MASSY ENERGY SERVICES LTD
NEAL & MASSY ENERGY RESOURCES LTD
NEAL & MASSY Wood Group LTD (Holding 50%)
NM INSERTECH (CARIBBEAN) LTD
NM INDUSTRIAL GAS HOLDINGS LTD
NEAL & MASSY GAS PRODUCTS LTD
INDUSTRIAL GASES LTD
TRINTOGAS CARBONICS LTD
CARIBBEAN INDUSTRIAL GASES UNLIMITED
NMAP SERVICES UNLIMITED (Holding 50%)
NM PETROCHEMICALS SERVICES LTD
NM SUPPLY CHAIN INTEGRATORS (Holding 51%)
FOOD GROUP(FOOD/LOGISTICS/DISTRIBUTION) HI-LO FOOD STORES DIVISIONMARKETING & DISTRIBUTION DIVISIONHUGGINS SHIPPING &CUSTOMS BROKERAGE LIMITEDMELVILLE SHIPPING LTDCMA CGM TRINIDAD LTD (Holding 40%) FINANCIAL, PROPERTY & OTHERWISE GENERAL FINANCE CORPORATION LTDNM REMITTANCE SERVICES LTDMAGNA REWARDS (TRINIDAD & TOBAGO) LTDNEALACO PROPERTIES LIMITEDNEALCO REAL ESTATE LTD. INFORMATION TECHNOLOGY, COMMUNICATIONS, OTHER SERVICESNEAL & MASSY ITC GROUP LTDILLUMINAT (TRINIDAD & TOBAGO) LTDNEALCO DATALINK LTDTHREE SIXTY COMMUNICATIONS LTD (Holding 75%)PEREIRA & COMPANY LTDG4S HOLDINGS (TRINIDAD) LTD (Holding 24.5%)
YOU ARE WHAT YOU THINK?
Watch your thoughts; they become words.
Watch your words; they become actions.
Watch your actions; they become habits.
Watch your habits; they become character.
Watch your character; it becomes your destiny.
Frank Outlaw
GLOBAL WARFARE
MODULE 3…..WEEK 3
WHAT IS A MARKET?
DIFFERENT MARKETS?
MARKETS?
WHAT IS A MARKET?
48
Suppliers
Competitors
Company (marketer)
Marketing intermediaries End user market
Main actors and forces in a modern marketing system
THE MARKETING PROCESS
CARICOM………….CSME
CARICOM OR CARI-GONE?
BRAZIL
MAJOR COMMERCIAL CROPS OF BRAZIL
Coffee WORLD’S LARGEST PRODUCER
Citrus fruit WORLD’S LARGEST PRODUCER
Soybeans SECOND LARGEST PRODUCER
UNASUR………MARKET?
MERCURSOR
Separated by history and culture in the past, Guyana has made a conscious decision to pursue its continental destiny and signing this Agreement today marks another step in this direction.”
THE EU….27 COUNTRIES, 24 LANGUAGES
With a combined population of over 500 million inhabitants]or 7.3% of the world population, the EU, in 2012, generated a nominal gross domestic product (GDP) of 16.584 trillion US dollars, representing approximately 20% of the global GDP when measured in terms of purchasing power parity (PPP).
THE WORLD’S LARGEST MARKETS
CHINA….1.334 B AND COUNTING
PRODUCERS AND BUYERS OF OIL
GUYANA’S MARKET?
MALE POWER OR FEMALE POWER?
GUYANA THE FREE?DOM
Guyana's emigration rate is among the highest in the world - more than 55% of its citizens reside abroad - and it is one of the largest recipients of remittances relative to GDP among Latin American and Caribbean counties.
Although remittances are a vital source of income for most citizens, the pervasive emigration of skilled workers deprives Guyana of professionals in healthcare and other key sectors. More than 80% of Guyanese nationals with tertiary level educations have emigrated. Brain drain and the concentration of limited medical resources in Georgetown hamper Guyana's ability to meet the health needs of its predominantly rural population. Guyana has one of the highest HIV prevalence rates in the region and continues to rely on international support for its HIV treatment and prevention programs.
A DIFFERENT CONCEPTUAL VIEW OF A MARKET
MASLOW’S HIERARCHY
IS TIME THE PRODUCT ?….MASLOW’S HIERARCHY
THE CUSTOMER IS ALWAYS RIGHT?
MARKETING VERSUS SELLING?
FRIEDRICH NIETZSCHE
“A pair of powerful spectacles has sometimes sufficed to cure a person in love”.
QUESTION
What is the difference between MARKETING and SELLING?
THE PET ROCK CRAZE (1975)
GARY DAHL……….DOGS, CATS, PETS…..TOO EXPENSIVE
WHAT IS THE MARKETING MIX?
OVERARCHING DEFINITION
PHILIP KOTLER and GARY ARMSTRONG……………..PRINCIPLES OF MARKETING (14TH EDITION)
MARKETING IS
“CREATING AND CAPTURING CUSTOMER VALUE”
“MANAGING PROFITABLE CUSTOMER RELATIONSHIPS”
THE MARKETING PROCESS
MARKETING MANAGEMENT?
Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer value.
Marketing Management is the analysis, planning, implementation and control of programs designed to create, build and maintain
beneficial exchanges with target markets for the purpose of achieving organizational goals.
CHOOSING A VALUE PROPOSITION
EVERY COMPANY MUST CHOOSE HOW IT WILL SERVE ITS TARGET MARKET. HOW IT WILL DIFFERENTIATE AND POSITION ITSELF IN THE MARKETPLAC HOW TO BRAND ITSELF HOW TO CREATE A “VALUE PROPOSIION IN THE MIND OF CONSUMERS.
BRAND MESSAGES………………………………
1. HERTZ ……………………..WE ARE NUMBER ONE
2. PEPSI ………………………EMBRACE YOUR PAST..BUT LIVE FOR NOW
3. COKE………………………….ADDS LIFE
4. LEXUS…………………………THE RELENTLESS PURSUIT OF PERRFECTION
5. McDONALDS I AM LOVING IT
MARKETING MANAGEMENT PHILOSOPHIES
THERE ARE 5 MARKETING MANAGEMENT PHILOSOPHIES
Under which organizations conduct their marketing activities.
1. Production
2. Product
3. Selling
4. Marketing, and
5. Societal marketing
PROGRESSION ?
FIFTH CONCEPT: THE SOCIETAL MARKETING CONCEPT
The Societal marketing concept holds that the organization should determine the needs, wants, and interests of target markets.
It should then deliver superior value to customers in a way that maintain or improves the consumer's and the society's well being.
The Societal marketing concepts asks if the firm senses, serves, and satisfies individual wants AND is always doing what's best for consumers and society in the long run
7
We are going globalWe are going global
Political/legalforces
Economicforces
1
2
Environmentaluncontrollablescountry market A
Environmentaluncontrollablescountrymarket B
Environmentaluncontrollablescountrymarket C
Competitivestructure Competitive
Forces
Level of Technology
Price Product
Promotion Channels of distribution
Geography and
Infrastructure
Foreign environment(uncontrollable)
Structure ofdistribution
Economic climate
Cultural forces
3
45
6
7Political/
legalforces
Domestic environment(uncontrollable)
(controllable)
GLOBAL WARFARE
WE DID OUR MARKET SEGMENTATION, TARGETING AND POSITIONING…AND WE HAVE A
GLOBAL CUSTOMER BASE
1. Identifysegmentationvariables andsegment themarket
2. Develop profiles ofresultingsegments
MarketSegmentation
3. Evaluateattractivenessof eachsegment
4. Select thetargetsegment(s)
MarketTargeting
5. Identifypossible
positioningconcepts foreach target
segment
6. Select,develop, andcommunicate
the chosenpositioning
concept
MarketPositioning
WATER FACTS
A dairy cow must drink four gallons of water to produce one gallon of milk
122 gallons of water are needed to produce one loaf of bread
It takes 50 glasses of water to grow enough oranges to make one glass of orange juice
It takes around 1,800 gallons of water to grow enough cotton to produce just one pair of regular ol' blue jeans.
UPS…….UNITED PARCEL SERVICE
ECONOMIC PROSPERITY…………………..PROFITABLE GROWTH THROUGH A CUSTOMER FOCUS
SOCIAL RESPONSIBILITY………………..COMMUNITY ENGAGEMENT AND INDIVIDUAL WELL BEING
ENVIRONMENTAL STEWARDSHIP…………………….OPERATIONG EFFICIENTLY AND PROTECTING THE ENVIRONMENT
AVON………………………………CANCER/PINK
THE MICRO ENVIRONMENT
DEFINED AS FORCES CLOSE TO THE COMPANY THAT AFFECT ITS ABILITY TO SERVE ITS CUSTOMERS
1. THE COMPANY’S OTHER DEPARTMENTS
2. SUPPLIERS (BAKEWELL…FLOUR)
3. MARKETING CHANNEL FIRMS (INTERMEDIARIES)
4. COMPETITORS (ENEMIES)
5. PUBLICS (HAS ACTUAL OR POTENTIAL INTEREST)
(BANKS,MEDIA, GOVERNMENT,CITIZENS, NGOs, ENVIRONMENTAL GROUPS, NDCs, RDCs, BOARD OF DIRECTORS,EMPLOYEES)
THE MARKETING ENVIRONMENT
WHAT TYPE OF PRODUCT AM I?
MY FACEBOOK PAGE
• NAME• OUTRAGEOUS EMAIL ADDRESSES• INTERESTING PICTURES• TYPE AND NUMBER OF FRIENDS• STATEMENTS AND COMMENTS MADE• ATTITUDES
THE REAL SUPERMAN…..I AM THE PERFECT PRODUCT
BE WELL PREPARED
TIME MANAGEMENT?
LIFE LESSON ?
GOD, GRANT ME THE SERENITY TO ACCEPT THE PEOPLE I CANNOT
CHANGE;
THE COURAGE TO CHANGE THE ONE I CAN;
AND THE WISDOM TO
KNOW THAT PERSON IS ME.
KEY SUCCESS FACTORS
CLASS ATTENDANCE
ABSTRACT THINKING
MATURITYTEAMWORK
INTERNATIONAL BUSINESS?
A GLOBAL FOOD SHORTAGE?
SCARCE RESOURCES, CREATED NEEDS
FOOD IS THE UNDERLYING GLOBAL WAR?
FOOD AS A GLOBAL COMPARATIVE ADVANTAGE
LIMITS TO GROWTH
FOOD IS TODAY’S BIGGEST PRODUCT
WE ARE AMAZINGLY BLESSED
GIVE ME 3 HAMBURGERS AND A DIET COKE
COGNITIVE DISSONANCE=GREAT MARKETING
MORE PROTEIN…..LESS FAT
BOOK SENSE, COMMON SENSE & NONSENSE?
SUPPLY AND DEMAND….
PERCEPTION IS NOT REALITY
GLOBAL FOOD AND BEVERAGE MONOPOLIES
THE NEW COLONIZERS
WHY ARE THE CHINESE AND VENEZUELANS HERE?