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

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

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

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

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

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

7.                   
                
                  
                
                                                                                                                  
                                                                                                                  
   
   
                                                
                                                
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 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 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:
      
   
         
        
   
         
        

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

9. 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

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

12. 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?

13. 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?

14. 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

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

16. 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