1. Local Marketing in Mature Markets
Chapter Eight
Local Marketing in Mature Markets 1 1 1 1

2. Chapter 8: Mature Markets Marketing Environments and Tasks
Emerging markets - build infrastructure
New growth markets - market development
Mature markets - build market share
Analysis and strategy focus by market type

3. Three Marketing Environments
Product/Market situation
Exhibit 9.1 2 2 2 2

4. Dominant Marketing Dimensions
Product/Market Situation
Exhibit 9.2 3 3 3 3

5. Dominant Marketing Dimensions
Product/Market Situation
Task Emerging New Growth
Mature
Marketing strategy:
Strategic focus
Market
Participation
Compete for share
development
in growth
Competitive Focus
Lead/follow
Domestic/foreign
Strengths/
weaknesses
Product line
Low end
Limited
Wide
Product design
Basic
Advanced
Adapted
New product
intro
Rare
Selective
Fast
Pricing
Affordable
Status
Value
Advertising
Awareness
Image
Value-added
Distribution
Build-up
Penetrate
Convenience
Promotion
Awareness
Trial
Value
Exhibit 9.2
cont.
Service
Extra
Desired
Required 4 4 4 4

6. Local Marketing in Mature Markets
Market analysis
market segmentation, positioning, brand image, country of origin
Product strategy
wide line, differentiated, first mover (leaders); me-too (followers)
Pricing
range of options, relative to product position
Promotion
brand image, sales promotion for support, differentiated position
Distribution
solid infrastructure, full channels, slotting fees, piggybacking
Customer satisfaction
quality, technical vs emotional quality, surprise

7. CS and Two Kinds of Quality
High
Level of satisfaction
Emotional quality
Functional quality
Low
High
Level of quality
Low
exhibit 9.3 5 5 5 5

8. Pan-European Marketing
Market segmentation
Strategies
Market retreat, pan-European competition, niche position
Euro-brands, Euro currency

9. Marketing in Japan Fragmentation of distribution
Close relationships with channel members
Demanding customers - lead market
Customers show increasing price sensitivity
Quality = “function without fault”

10. Marketing in Australia and New Zealand
Mature economies with British heritage
Asian trade agreements
Traditional British roots, pioneer spirit, some preference for home products
Coastal concentration of distribution

11. Marketing in North America
NAFTA agreement
Ethnic diversity
Regulatory complexity
Power of distribution channel members

12. Chapter Terms and Essay
Euro-brands, pan-European marketing, Euro currency, Japanese distribution, product/market situations, marketing tasks
Essay
How do mature markets differ from emerging and new growth markets. Using one of the four areas discussed in the text as an example, explain the challenges involved in competing in mature markets.

13. Legacy of China Video
Identify and describe the three major religious/philosophical traditions which form the foundation of Chinese civilization.
Explain how traditional Chinese cuisine, medicine, calligraphy and artistic traditions reflect the values of these three traditions.
What historical events in the last 150 years have caused the Chinese people to lose faith in these traditions? With what results for modern China?

14. Local Marketing in Mature Markets
Chapter Eight
Local Marketing in Mature Markets 1 1 1 1