Hollensen Pearson Textbooks Compressed 1

Svend Hollensen, [email protected], Pearson Sales Conference, January 2010

Svend HollensenUniversity of Southern Denmark

[email protected]


Here I live

SDU


University of Southern Denmark Sønderborg


1st ed. came in 1998

2nd ed. came in 2001

3rd ed. came in 20044th ed. came

in 2007


Svend Hollensen:

Marketing Mangement – A Relationship Approach

2nd ed., Feb. 2010


Comes out in March 2010:


1. edition 2003 2. edition 2010 (published Feb. 2010)


Part 1: Assessing the competitiveness of the firm (internal)Chapter 2: Identification of the firm’s core competencesChapter 3: Development of a firm’s competitive advantage

Part 2: Assessing the external marketing situation Chapter 4: Customer behaviourChapter 5: Competitor analysisChapter 6: Analysing relationships in the value chain

Appendix:Marketing Research and decision support system

Part 3: Developing marketing strategiesChapter 7: SWOT and strategic marketing planning and portfolio analysisChapter 8: Segmentation, targeting and positioning and competitive strategiesChapter 9: CSR strategy and the Sustainable Global Value Chain

Part 4: Developing marketing programmes Chapter 10: Establishing, developing and managing buyer-seller relationshipsChapter 11: Product and service decisionsChapter 12: Pricing decisionsChapter 13: Distribution decisionsChapter 14: Communication decisions

Part 5: Organizing, implementing and controlling the marketing effortChapter 15: Organizing and implementing the marketing planChapter 16: Controlling and budgeting

Chapter 1: Introduction

Assessing the current situation:

ANALYSIS

PLANNING

&

IMPLEMENTION

Strategic

decisions

Functional/Tactical decisions

Action planning decisions

Structure: Svend Hollensen: Marketing Management - A Relationship Approach, 2/e, Pearson, 2010


21 cases 0 Cases On-line cases 4 cases

736 pages 464 pages 928 pages 664 pages

£42.99 £43.99 £49.99 £46.99


Suppliers

CompetitorsFocalfirm

Complemen-tors

Customers

The Value Net:

Horizontal Network

Vertical Network


Suppliers

Customers

(Upstream)

(Downstream)

Focal firm:Braun (Gillette)

Complementors: e.g.Competitors: e.g.

Horizontal cooperation:

Verticalcooperation:

Possible cooperation about expanding the total product programme in oral care

Possible cooperation with Philips about developing new technologiesin electrical tooth brushing,e.g. software-development


Case: SaipaSaipa facts:- Established in 1966-Headquarters in Teheran, Iran-18,500 employees-Second-largest car manufacturer in Iran after IKCO (Iran Khodro Company)-Iranian Government owns 48% of Saipa


Saipa

Employees

Partnership and JVs with other car maufacturers: - Citroën (France)- Renault (France)- Kia (Korea- Proton (Malaysia)

Saipa Culture:-Cultural events-Film festivals- Contests- Theatre

Saipa Sports:- Football (Saipa FC)- Basketball- Weightlifting (celebrity endorser, Hossein Rezazadeh)- Ancient Wrestling

Iranian Religious clergy Iranian

Government

Iranian society:- General public- Customers (dealers, end-customers)


CSR – YouthAIDS case:


YouthAIDS ALDO Shoes

(Canadian owned shoe retail chain with 1,000 stores operating in 37 countries around the world)

(A non-profit organization operating in more than 60 countries to stop spred of HIV / AIDS)

USD 3.5 million for the sales of nearly 1 million tags in Aldo stores

Provide awareness for Aldo shoes by making the campaign / tag trendy among celebrities


Svend Hollensen:

Global Marketing

5th ed., June 2010


4th edition of Global Marketingcame out in 2007:

5th edition is coming out in June 2010 :


Main structureof ’Global Marketing’:


= The wold’s biggestpublisher within businessliterature for uni. courses

Reps in UK(home)

Reps inBenelux

Reps inSkandinavia

Reps inEasternEurope

Reps inAsia

Reps inNorthAmerica

Business schools = end customers

Lecturers Students

Lecturers Students

Lecturers Students

Lecturers Students

Lecturers Students

Lecturers Students

Supplier:R & DProduct development

Customer:Production & Marketing

GAM -relation

HQ in UK (London)

What to do as a supplier with small relative power?

Info. about ”external” competitors etc.Guest lectures, tours etc.


On tour with ……….


77 cases 12 cases 20 cases 28 cases 24 Cases

750 pages 480 pages 608 pages 672 pages 420 pages

£45.99 £43.99 £37.99 £48.99 £36.99

Comparison - European market


77 cases 23 cases 20 cases 28 cases 14 Cases

750 pages 744 pages 752 pages 672 pages 672 pages

$185 $174 $209 $185 $174

Comparison - US market


Most fashionable items (own production):- Own factories in Spain an Portugal (app. 50% of all supplies) - Rest of Europe (app. 25% of all supplies)

Items with longer shelf life, e.g. basic T-shirts (out-sourced production ):Low-cost producers in:Turkey, India, Bangla Desh and China

1500 ZARA stores around the world

Suppliers:

Inditex

75% 25%

Millions of end-customers around the world

ZARA:

End-customers:

In the customer feed-back chain, Zara stores act as customer information gathering terminals, that will bring back the information to Zara HQ in order to create new designs, that will be produced in the factories

Info-feedback

Info-feedback

Info-feed-back


Two new cases in Global Marketing, 5e – What are the similarities between these two products from a marketing point of view?


Case: LifestrawThe Problem: The Solution:

How to market the solution (Lifestraw) worldwide through international organizations?


Thank you for your attention

Now it is time for questionsor comments

Hollensen Pearson Textbooks Compressed 1

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