- 1. COMP113 Web 2.0 and Online Communities introduction to
marketing for web 2.0 projects Phil Osborne summer school 2008
2. 3. 4. 5. one size fits no one 6. 7. 8. 9. what is
marketing?
- as old as business itself
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- marketers reputation as bad as politicians, lawyers, used car
salesman
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- most people perceive marketing as promotion
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- advertisements, sales promotions
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- convincing people to consume / purchase things they dont
need
10. beyond selling things
- marketer as agent for the firm
- marketer as agent for the customer
- good marketing decreases the need for promotion
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- word of mouth and word of mouse
- ultimate aim is to understand the market (particularly
customers) and align the companies efforts
- the right product, at the right place, at the right time, at
the right price
11. the four Ps framework
- a resource allocation model for organisations
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- what is the organisation offering / taking to market
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- what are your customers buying / what needs are being
satisfied
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- chief determinant of value, total cost of ownership
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- where and when can the market access your offering
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- how does the market become aware of your offering
- need to fit these with overall strategy / purpose of the
organisation
12. integration is the key
- each element of the marketing mix is interrelated
- marketing does not take place in a vacuum
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- what are customers buying
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- what needs is your application satisfying
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- dont sell what you cant deliver
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- easy to sell someone something once
13. first principle
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- belief that consumers wont buy enough unless a large scale
selling and promotion program undertaken
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- example _ as seen on TV products
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- belief that the most successful approach is to determine the
needs of the customer and satisfy them more effectively (and
efficiently) than competitors
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- focus on creating value for (with) customers
14. marketing as philosophy 15. real marketing attempts to
- know and understand the customer so well that that market
offering fits him/her/them and sells itself
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- though the marketer will have to let the customer know it is
available
- create enough value so both the customer and organisation are
satisfied
- it should result in a customer who is ready to interact (again
and again)
16. value
- generally represented by money in exchange
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- can be non economic in both benefit and cost calculation
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- customer benefits can include emotional, status
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- costs can include time, convenience
17. implications
- you (producer) cannot produce value
- you wont know what they value!
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- flexible, adaptable, customisable
18. the marketing management framework
- the addition of the word management suggests concern with
control and efficient allocation of resources
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- research, understanding the environment, what is happening now
and likely to happen in the future
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- measuring progress, taking corrective action
19. Plan HQ 20. marketing can help the STP process 21.
segments
- there are a number of different ways to identify the
composition of a market using geographic, demographic,
psychographic and behaviouristic variables
- in practice, a marketer will use as many segmentation variables
as possible to get a clear description of the segment
- describing segments of a market lets us profile who the typical
customer in that segment will be
- this picture is used to determine which segments within the
market we will target
22. targeting
- evaluate the attractiveness of segments
- make a choice which segments to serve
- target markets are those segments of a market at which we will
direct marketing activity
- developing a marketing mix that will appeal to that
segment
23. positioning
- positioning aims to shape the way consumers perceive the offer
by creating a distinct image of the product in the consumers
mind
- positioning works to determine a products positionin relation
to competing productsand has the effect of influencing peoples
opinions as it recognises that consumers set a products position
based on their understanding of it
24. choosing a positioning strategy
- products position - the way the product isdefined by
consumerson important attributes
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- the place the product occupies in consumers minds relative to
competing products
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- plan positions to give their offerings the greatest advantage
in selected target markets
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- design marketing mixes to create these planned positions
25. so
- you will be expected to understand the market and justify your
decisions
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- by investors (venture capitalists, bankers etc)
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- KNOWING THIS STUFF GIVES YOU A COMPETITIVE ADVANTAGE
- market information makes it easier to make decisions
- marketing cant be considered an afterthought
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- retro-fitting anything makes it harder
26. inspiration? 27. books