《管理学基础英语教材》课件Chapter11

Chapter11UnderstandingMarketandCustomers1.Incontextoftheabovecase,intermsofbigandsmallcustomers,whichgroupismoreimportant?2.Whatwillyoudototreatyoursmallcustomersastreatingthebigones?BrainstormingTextAFromSalesObsessiontoMarketingEffectiveness

TheAimsofthisArticleToshowexecutiveshowtotellwhetheranorganizationunderstandsandpracticesmarketing—andifso,howwellThiscanbedonebymeansofamarketingeffectivenessaudit.Theauditisaformforratingmarketingeffectivenessineachoffivemajorfunctions;theresultingscoretellswheretheorganizationfallsonascalerangingfromnomarketingeffectivenesstosuperioreffectiveness.ToshowtopmanagementhowtorespondtoalowormediocrescorebyinjectingmoremarketingthinkingintothedivisionorcompanySalesV.SMarketingSalesanddistributionarethemajorelementsofthemarketingmix,withadvertisingplayingaveryminorrole.ContrastsinThinkingSalesexecutives:Salesvolumeratherthanprofits.Short-runratherthanlong-runterms.Individualcustomersratherthanmarketsegmentclasses.Fieldworkratherthandeskwork.

Marketingexecutives:Profitplanning.Long-runtrends,threats,andopportunities.Customertypesandsegmentdifferences.Goodsystemsformarketanalysis,planning,andcontrol.ACommonDilemmaDilemma:Nooneinthecompanyisatrainedmarketingmanager.Thewholeindustrymaybedevoidoftrainedmarketingmanagers.Yettrainedmarketersoutsidetheindustryarenotknowledgeableabouttheindustry’sproductsandcustomers’buyingpatterns.Solution:Promotatopsalesmanagertoanewtitle—vicepresidentofmarketing.JoboftheMarketingExecutiveMarketingexecutiveisAnexpertatdemandstimulation.Anexpertindemandmanagement.Effectiveatsystemsmanagement.MarketingExecutiveis

AnExpertinDemandStimulationTheyknow:Howtocombinethetoolsofmarketingtocreateanefficientimpactonchosenmarkets.Buyers’wants,buyinginfluences,channels,andcompetition.Howtouseproductfeatures,personalselling,advertising,salespromotion,price,andservicetostimulatepurchasingbehavior.MarketingExecutiveis

AnExpertinDemandManagementTheycan:Workwithavariedandchangingsetofdemandproblems.Beskilledatmoretasksthansimplystimulatingdemand.MarketingExecutiveis

EffectiveatSystemsManagementTheycan:Beabletodevelopmarketingstrategiesandplansthatareprofitable.Theseplansshouldstrikeabalancebetweentheneedsofthemarketingmix(salesforceeffort,advertising,productquality,service),businessfunctions(manufacturing,finance,marketing),andtheexternalsystem(customers,distributors,suppliers)fromthevantagepointofprofit.AuditingEffectivenessCustomerphilosophy.Integratedmarketingorganization.Adequatemarketinginformation.Strategicorientation.Operationalefficiency.CustomerPhilosophyKeymanagersrecognizetheprimacyofstudyingthemarket,distinguishingthemanyopportunities,selectingthebestpartsofthemarkettoserve,andgearinguptooffersuperiorvaluetothechosencustomersintermsoftheirneedsandwants.Somemanagementsareproductoriented.Theythinkthetrickistomakeagoodproductandgooutandsellit.Somearetechnologyoriented.Theyarefascinatedwiththechallengeofnewtechnologiesandpaylittleattentiontothesizeandrequirementsofthemarket.Stillothersaresalesoriented.Theythinkanythingcanbesoldwithsufficientsaleseffort.IntegratedmarketingorganizationThemajormarketingfunctionsmustbeintegratedandcontrolledbyahigh-levelmarketingexecutive.Variousmarketingpositionsmustbedesignedtoservetheneedsofimportantmarketsegments,territories,andproductlines.Marketingmanagementmustbeeffectiveinworkingwithotherdepartmentsandearningtheirrespectandcooperation.Theorganizationmustreflectawell-definedsystemfordeveloping,evaluating,testing,andlaunchingnewproductsbecausetheyconstitutetheheartofthebusiness’sfuture.AdequateInformationEffectivemarketingcallsfortheexecutivestohaveadequateinformationforplanningandallocatingresourcesproperlytodifferentmarkets,products,territories,andmarketingtools.ThesignofthequalityofinformationisWhethermanagementpossessesrecentstudiesofcustomers’perceptions,preferences,andbuyinghabits.Thepresenceofgoodinformationregardingthesalespotentialandprofitabilityofdifferentmarketsegments,customers,territories,products,channels,andordersizes.Thecontrollermustworkcloselywithmarketingandprovidearesponsiveaccountingsystemthatgivesprofitinformationbylineitem.Skillfulmarketersneedinformationtoevaluatetheresultsoftheirmarketingexpenditures.StrategyandOperationsFirst,thisrequiresaformalsystemforannualandlong-rangemarketingplanning.Second,thesystemshouldleadtoacorestrategythatisclear,innovative,anddata-based.Third,managementshouldlookaheadtowardcontingentactionsthatmightberequiredbynewdevelopmentsinthemarketplace.Andlast,marketingplansdonotbearfruitunlesstheyareefficientlycarriedoutatvariouslevelsoftheorganization.Theinterestsofthecustomersmustbeofparamountconcerntoemployeesthroughouttheorganization.Marketingmanagementmusthavetherightamountofresourcestodothejob.Italsomusthavesystemsthatenableittoreactquicklyandintelligentlytoon-the-spotdevelopments.ImprovingPoorPerformanceAmarketingimprovementplanwiththeseneeds:1.Trainingofofficers,throughseminars,forexample,toprovideabetterunderstandingofmodernmarketing.2.Hiringofconsultantstobringintothecompanyspecificmarketingimprovementsthatareneeded.3.Creationofnewpositionsinthemarketingorganization.4.Personneltransferswherenecessary.5.Increasedinvestment—orsometimesjustmoreefficientinvestment—inmarketingresearch.6.Installmentofimprovedformalplanningprocedures.ConclusionWetendtoconfusemarketingeffectivenesswithsaleseffectiveness.Onewaytoviewthedifferencebetweenmarketingandsalesisintermsofthedifferencebetweenseedingafieldandharvestingthecrops.Marketingexecutivesareresponsibleforthisyear’sprofitsaswellaslong-runprofitability.Marketingthinkingisnoteasytointroduceintoanorganization.Thecorporationhastheresponsibilityofassessingmarketingeffectivenessineachdivision.Insomedivisions,topmanagementmayneedtointervene.NotesDemarketing

may

be

considered

“unselling”

or

“marketing

in

reverse”,

whichincludes

general

and

selective

demarketing.

Although

the

concept

ofdemarketing

lacks

a

precise

theoretical

definition,

it

refers

to

an

attempt

bythe

firm

to

discourage

all

or

some

of

its

customers

from

making

purchaseseither

temporarily

orpermanently.

Since

the

initial

interests

in

the

subjectarea

of

how

to

market

strategically

in

times

of

shortages

began,

differentviewpoints

have

been

offered

as

to

how

the

firm

should

pursue

demarketing.NotesAuditEffectivenessisforanyonepracticinginauditingoraccountingautomation,aswellasforthosewithanacademicorresearchinterestinthechallengesposedbytechnologicaladvancesforauditorsinparticular,andformanagersingeneral.Marketingeffectivenessisthemeasureofhoweffectiveagivenmarketer'sgotomarketstrategyistowardmeetingthegoalofmaximizingtheirspendingtoachievepositiveresultsinboththeshort-andlong-term.ItisalsorelatedtoMarketingROIandReturnonMarketingInvestment(ROMI).NotesSales

effectiveness

refers

to

the

ability

of

a

company’s

sales

professionals

to

“win”

at

each

stage

of

the

customer’s

buying

process,

and

ultimately

earn

the

business

on

the

right

terms

and

in

the

right

time

frame.

Improving

sales

effectiveness

is

not

just

a

sales

function

issue;

it’s

a

company

issue,

as

it

requires

deep

collaboration

between

sales

and

marketing

to

understand

what

is

workingand

not

working,

and

conti-nuous

improvement

of

the

knowledge,

messages,

skills,

and

strategies

that

sales

people

apply

as

they

work

sales

opportunities.RelatedTheoriesThe4C’sofMarketingMixTostayinthemarketforlongandtofindapositionincustomers’minds,youhavetothinklikecustomersandformstrategieswhichbenefitboththeparties.The4C’smarketingconceptfocusesonnichemarketingunlikemassmarketingwhichwaspropagatedbythe4P’s.Themoreyouknowtheconsumer,thebetterareyourtargetingstrategies,andmoreistheconversionrate.RelatedTheoriesThe4C’sofMarketingMixare:Consumerwantsandneeds:Forgetproduct.StudyConsumerwantsandneeds.Inthishighlycompetitiveenvironment,yourproductwillnotcreateitsowndemandifitisn’tdesiredbytheconsumer.Youneedtostudytheconsumerwantsandneedsbeforedevelopingtheproductasit’stheneedsandwantswhichtriggerdemand.Thisnotonlywillhelpyouindevelopingadesiredproductbutalsowillhelpyou:indevelopingapositioningstrategyforyourproduct,andinmarketingyourproductasperyourcustomer’sneeds.RelatedTheoriesThe4C’sofMarketingMixare:Cost:Forgetprice.Understandtheconsumer’scosttosatisfythatwantorneed.Priceisonlyasubsetoftotalcostincurredtosatisfythewantorneed.Theconsumerincurmuchmoreexpenditureinacquiringyourgoodorservice.Thecostsubsetofmarketing4C’sincludemonetaryaswellasnonmonetarycosts.Someofthemare:Price–Theistheamountthecustomerpaystothesellertoacquiretheproduct.Additionalcostofacquiring–Thecostincurredtodrivetoanoutlettopurchaseyourproduct,orthecostincurredwhileresearchingaboutyourproduct,etc.RelatedTheoriesThe4C’sofMarketingMixare:Costofconscience

–Supposeyou’redealinginanonvegetarianfoodproduct.Yourconsumermightincuracostofconsciencewhenhebuysandeatyournonvegetarianproduct.Opportunitycost

–Thisreferstoabenefityourconsumercouldhavereceived,butgaveup,tobuyyourproductorservice.ThecostsubsetofMarketing4C’sisareflectionof

totalcostofownership

unlikethePricesubsetofMarketing4P’swhichconsideronlythepriceaspectofthecost.RelatedTheoriesThe4C’sofMarketingMixare:Convenience:Forgetplace.

Thinkconveniencetobuy.Convenienceisthekeytomoresales.Mostofyourcustomerschooseaproductbasedontheconvenienceofpurchase.Thefocusshouldbeon-:toresearchandfindoutallthechannelsofdistributionyourcustomersconsiderwhilemakingapurchase;towalkonyourcustomer’spathandsellingyourproductonthechannelsheissearchingon;toremoveallthebarriersyourcustomersfacewhilebuyingyourproduct.Theconvenienceaspectofmarketing4C’sisoftenneglectedbybusinesseswhoprioritizegreaterprofitmarginsovercustomer’sconvenience.However,convenienceresultinmorebenefitstothebrandinthelongrun.