MarketingMarketing

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o

o

o

o

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X

X

X

X

X26D

12A

E4

ZONE 41X9 RED

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AAggeennddaa

What is Marketing?Where was it?Where is it going?What can we do to help get there?

Positioning

Integrated Marketing Communication

Moments-of-Truth

The Challenge Ahead

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Marketing is Marketing is MisunderstoodMisunderstood

just selling just advertising is too expensive is a waste of money is unethical

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EXCHANGE

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The Nature of MarketingThe Nature of Marketing

ART

SCIENCE

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IX

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Our Marketing MixOur Marketing Mix

Product Price Promotion Place People Process Physical Evidence

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The old path of Marketing…The old path of Marketing…

Truth

Dollars

Mind Control

Art

Competition

Interruption

ADVERTISER

CONSUMERS

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A new direction for A new direction for Marketing…Marketing…

Perception

Deflection

Social Acceptance

Partnerships

Integration

Science

ADVERTISER

CONSUMERS

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Some Suggestions….Some Suggestions…. Target opinion leaders

Put your arm around your audience - don’t lecture them

Take the widest possible definition of “media”

Integrate the strategy

Don’t let your marketing show

Use a visual approach

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POSITIONING

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Adventurous

ArrogantAuthenticBoring

Busy

CarefreeCasual

Colourful

Compact

CosyCultural

Cutting EdgeDifferent

Diverse

Distinguished

Empty

Energetic

Fresh

Friendly

Fun

Festive

Indulgent

Intelligent

Leader

Mysterious

Plain

Popular

Quality

Relaxed

Reliable

Romantic

SafeSlowSophisticated

Spectacular

Stylish

Traditional

Trendy

UniqueUnspoilt

Warm

Wild

ADELAIDE

BRISBANE

CANBERRA

DARWIN

HOBARTMELBOURNE

PERTH SYDNEY

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MotivationMotivation

Problem Recognition

Search for Information

Evaluation of Alternatives

Choice

Usage/Post-purchase Behaviour

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Behavioural Sequence ModelBehavioural Sequence Model (BSM)(BSM)

DataInputs

(1) What (decision stages)

(2) Who(roles)

(3) Where(location)

(4) When(time & timing)

(5) How(description)

Need Arousal Purchas

e

Information Search & Evaluation

Usage

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Integrated Marketing Communication

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$ x 2

EquityEquity

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Category Need – Motivations to Enter

Positive origin

6. Sensory gratification

7. Intellectual stimulation

8. Social approval

Negative or averse origin.

1. Problem removal

2. Problem avoidance

3. Incomplete satisfaction.

4. Mixed approach-avoidance

Mildly negative origin

5. Normal depletion

Informational

Transformational

Rational

Emotional

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Moments-of-TruthMoments-of-Truth

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We’re predicting the We’re predicting the futurefuture

actually on course only 4% of the time!

MarketingMarketing

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