Marketing Building Blueprints for Business Marketers Marketers Advertisers Advertisers Many Many different different types types of of marketers marketers Packaged Packaged goods goods Marketers Marketers Advertisers Advertisers Many Many different different types types of of marketers marketers Packaged Packaged goods goods Durable Durable Goods Goods Marketers Marketers Advertisers Advertisers Many Many different different types types of of marketers marketers Packaged Packaged goods goods Durable Durable Goods Goods Services Services Marketers Marketers Advertisers Advertisers Many Many different different types types of of marketers marketers Packaged Packaged goods goods Durable Durable Goods Goods Services Services Retailers Retailers Marketers Marketers Advertisers Advertisers Many Many different different types types of of marketers marketers Packaged Packaged goods goods Durable Durable Goods Goods Services Services Retailers Retailers High High Tech Tech Marketers Marketers Advertisers Advertisers Many Many different different types types of of marketers marketers Packaged Packaged goods goods Durable Durable Goods Goods Services Services Retailers Retailers High High Tech Tech And And more more But But they they all all have have similar similar methodologies methodologies and and organizations organizations Marketers Marketers Advertisers Advertisers Today Today we ll we ll cover cover The The Marketing Marketing Function Function 44 Ps Ps The The Marketing Marketing Department Department Organizational Organizational Structure Structure Types Types of of Jobs Jobs The The Marketing Marketing Process Process Challenges Challenges for for the the Future Future Marketing Marketing is is Everything Everything Marketing become the Marketing has has become the dominant dominant and and often often most most critical critical business business function function Manufacturing Manufacturing techniques techniques and and resources resources are are now now less less critical critical often often easy easy to to obtain obtain Brand capital are Brand equity equity and and intellectual intellectual capital are now now more more critical critical harder harder to to duplicate duplicate Business from manufacture manufacture of of Business is is evolving evolving from goods goods to to manufacture manufacture of of thinking thinking The The Four Four Ps Critical Critical Marketing Marketing Decisions Decisions Product Product Price Price Place Place physical physical distribution distribution Promotion Promotion All All types types of of promotional promotional activities activities Advertising Advertising Sales Sales Promotion Promotion PR PR etc etc 1 1 Product Product Product Product may may be be tangible tangible Packaged Packaged goods goods Durable Durable goods goods Product Product may may be be aa service service Product Product may may be be aa combination combination Products Products are are bundles bundles of of benefits benefits 2 2 Price Price Key Key part part of of value value equation equation At At the the price price product product must must have have some some measure measure of of functional functional superiority superiority Price Price must must also also contain contain margin margin For For funding funding of of necessary necessary activities activities and and profit profit Price Price can can send send additional additional signals signals Can Can be be aa strategy strategy in in itself itself or or more more likely likely part part of of aa strategy strategy 3 3 Place Place Similar Similar products products can can make make different different place place decisions decisions Example Example Coffee Coffee Folgers Folgers 3 3 Place Place Similar Similar products products can can make make different different place place decisions decisions Example Example Coffee Coffee Folgers Folgers Gevalia Gevalia 3 3 Place Place Similar Similar products products can can make make different different place place decisions decisions Example Example Coffee Coffee Folgers Folgers Gevalia Gevalia Starbucks Starbucks A A Critical Critical Decision Decision 4 4 Promotion Promotion A A range range of of marketing marketing communications communications MarCom MarCom techniques techniques can can be be used used Advertising Advertising Sales Sales Promotion Promotion Public Public Relations Relations Publicity Publicity Internet New Internet New Media Media Direct Direct Sales Sales Direct Direct Marketing Marketing Event Event Marketing Marketing Trade Trade Shows Shows Promotional Promotional Products Products The Marketing Mix The The right right combinations combinations of of Demand Demand Example Example Price Supply Price Supply Marketing Marketing Variables Variables Four Four PP Variables Variables Promotional Promotional Variables Variables Marketing Marketing Strategy Strategy Unique Combinations Unique Unique Marketing Marketing Strategies Strategies Example Example Early Early auto auto industry industry Ford Ford Product Price Product Price GM GM Product Value Product Value GM GM Multiple Multiple Brands Brands Unique Combinations Unique Unique Marketing Marketing Strategies Strategies Example Example Early Early auto auto industry industry Ford Ford Product Price Product Price GM GM Product Value Product Value GM GM Multiple Multiple Brands Brands Example Example Bose Bose Promotion Promotion Place Place Direct Direct instead instead of of stores stores Marketing Marketing Departments Departments 22 Types Types of of Organization Organization Vertical Vertical Organization Organization Traditional Traditional military military command command structure structure Clear Clear lines lines of of responsibility responsibility Seems Seems to to work work best best when when there there are are numerous numerous similar similar products products Horizontal Horizontal Organization Organization More More fluid fluid ad ad hoc hoc structure structure Organize Organize around around needs needs and and functions functions Top Top Job Functions Functions For For both both types types of of organizations organizations CEO CEO COO COO CMO CMO Chief Chief Executive Executive Officer Officer Chief Chief Operating Operating Officer Officer Chief Chief Marketing Marketing Officer Officer Top Top Marketing Marketing person person Heavy Heavy hitter hitter 35 35 CFO CFO CIO CIO Chief Chief Financial Financial Officer Officer Chief Chief Information Information Officer Officer