What image comes to mind when you hear the word “marketing”?

Originates with needs and wants Marketing Originates with needs and wants Available alternatives

Marketing… Consumer choice is guided by value, costs, and satisfaction. Products available through self-production, coercion, begging and exchange.

Marketing applicable to… Goods – physical Services Experiences (Walt Disney’s Magic Kingdom) Events Persons Places Properties (real estate, stocks) Organizations Information Ideas

Assuming consumer chooses bottled water, how does company persuade them to pick their brand?

Develop Marketing Strategy Identify target market, segment Determine objectives Select Best Price, Product, Promotion, Distribution

                                                                                                                                                                                                                                                                                                                                                                                                                        DASANI® Treat Yourself Well. Everyday. DASANI is purified, noncarbonated water enhanced with minerals for a pure, fresh taste. It's Coca-Cola North America's first bottled water - sold in the U.S. and Canada since 1999. Packaged in recyclable light-blue tinted bottles, DASANI is also enjoyed in the Cayman Islands and Dominican Republic. With an emphasis on health and wellness, DASANI's new advertising campaign, "Treat Yourself Well. Everyday," features music from R&B bands and emphasizes the emotional and physical gratification that a healthy lifestyle provides. DASANI is sold in a special 12-ounce plastic bottle that can be dispensed from 12-ounce can vending machines and is featured on innovative underground advertising on tunnel walls in Atlanta's transit system. DASANI® Treat Yourself Well. Everyday. DASANI is purified, noncarbonated water enhanced with minerals for a pure, fresh taste. It's Coca-Cola North America's first bottled water - sold in the U.S. and Canada since 1999. Packaged in recyclable light-blue tinted bottles, DASANI is also enjoyed in the Cayman Islands and Dominican Republic. With an emphasis on health and wellness, DASANI's new advertising campaign, "Treat Yourself Well. Everyday," features music from R&B bands and emphasizes the emotional and physical gratification that a healthy lifestyle provides. DASANI is sold in a special 12-ounce plastic bottle that can be dispensed from 12-ounce can vending machines and is featured on innovative underground advertising on tunnel walls in Atlanta's transit system.                                                                                                                                                                                                                   All Brands Brand Fact Sheets                                           All Brands Brand Fact Sheets                                                                                                           Select a Brand Fact Sheet using the drop-down menu:        Select a Brand Fact Sheet using the drop-down menu:                                                         

Perceptual Map Of Marketing Easy to Learn Hard to Learn Easy to Do Hard to Do ACC FIN MHR MKT

Why Marketing Hard To Do CB Tricky To Predict CB Varies Based on Interaction of 4Ps Delayed Consumer Responses Competition Unpredictable Allocation Among Multiple Products Marketing Goals Vague or Nonexistent

Types of Marketing Mistakes Conservatism & Complacency Reckless Growth No SCA Ignore Environment Wrong Target Market, Product, Price, Promotion, and/or Public Image

Examples of Marketing Decisions How to choose right market segment(s)? How can we differentiate our offering? How should we respond to customers who press for a lower price? How can we compete against lower-cost, lower-price rivals? How far can we go in customizing our offering for each customer? How can we grow our business?

Marketing Decisions How can we build stronger brands? How can we reduce the cost of customer acquisition and keep customers loyal? How can we tell which customers are more important? How can we measure the payback from marketing communications? How can we improve our sales force productivity? How can we manage channel conflict? How can we get other departments to be more customer oriented?

Objectives of Course Use Case Analysis To Become More Effective Marketing Decision Makers To Solve Problems as Part of a Team To Develop Creative Solutions

Types of Case Analysis Evaluate the Solution(s) to a Problem Recommend & Justify Solution(s) to Problem Determine Problem(s); Recommend & Justify Solutions(s)

Steps in Case Analysis Analyze Situation External Analysis – Opportunities, Threats Internal Analysis – Strengths, Weaknesses Identify Problem(s)/ Decision(s) Determine Marketing Objectives Identify Alternatives Identify Decision Criteria & Evaluate Alternatives Recommend Alternative Course of Action Provide Detailed Plan for Implementation