Marketing 571 Complete Slide Set Fall 2009
description
Transcript of Marketing 571 Complete Slide Set Fall 2009
Welcome
Who the hell are you?
Why do clean restrooms matter?
Why are there 36 varieties of spaghetti sauce?
Lets take a Survey !
He was born here...
Who the hell is Larry?
*disclaimer: I wasn’t really born here, but there are no good pictures of Rochester, NY
raised here...
*disclaimer: I did have a home, I wasn’t raised on the streets
Went to school here...
Carnegie Mellon University & Tepper School of Business
Went to work and live here...
Management Science Associates (consulting)
Where he cheered for...
and...
and tried to ignore...
Then he went overseas to here...
(Geneva Switzerland)
then here...
Then he had his own internet startup
I’m gonna be rich!
...in 1999...
Then he worked in offshore outsourcing...
Development is cheaper offshore!
Until he got outsourced...
Hey, wait!
Marketing is cheaper offshore too!
Then he moved here …
but it felt like here …
Started a marketing consulting firm …
Adopted a best friend...
The dog, not the beer. Beer is 2nd best friend.
and started teaching at UOP...
That’s who I am.
Who the hell are you?
• How should I address you?
• Where are you from?
• Where do you work?
• What are you great at?
Class Policies
• Miss one class – lose (5) participation points
• Second missed class – auto-drop
• Learning teams, APA format
• Late penalty 10% per day
• Syllabus posted in forums is guiding document
classic air (wk1)7
product offering (wk2)5
classic air sol’n (wk3)23
channel & pricing (wk4)5
communications (wk5)10
launch plan (wk6)20
participation30
What are we going to learn?
How to identify markets & consumers
How to segment markets
How & why consumers buy
Developing new products
Marketing across channels
How internet marketing works
How to write a marketing plan
How to think like a marketer
Why Marketing?
discussHow is marketing management
both an art and a science?
Learning team formation
www.surveymonkey.com
1. Register one account per team
2. Develop online survey
3. Post link to survey in LT forum
4. Answer other groups surveys
The “Brand Ladder”
TopicScanning the
Macro Environment
Social Economic Technology Competitive Regulatory
Green Marketing
Technological Obsolescence
Regulator y forces
interactdescribe your business in
one sentence
Topicmarketing
myopia
Define your business by customer needs,
not products
“
“
DVD
TV
Web
Games
We make movies
We provide entertainment
interactdescribe your business in
one sentence
TopicMarketing
Research
video
• What do you want to know?
• Who do you ask?
“Spaceman From Pluto”
“3000”
“Would I lie to You?”
“Eight Arms to Hold You”
Research: The 5 Steps
Problem
Definition
Research
Plan
Data
Collection
Present
Findings
Take
Action
Primary vs. Secondary
video
discussCan you think of a
product with negative demand?
discussWhy are the production concept, the
product concept, and the selling concept of limited use for the
conduct of business operations today?
What can I use at work tomorrow?
Twitter for research
Twistori
Visible Tweets
quoteI have only made this letter longer because I have not had
the time to make it shorter
Blaise Pascal, (1623-1662) Lettres provinciales.
“
“
interactresearch crowdsourcing
post to @mba570+message
discussGood? Bad?
good and bad?
TopicCreating compelling
presentations
debateDoes Marketing Create Needs
or Satisfy Needs?
interactThe 4P’s
10987654321
PromotionA: PriceB:
PublicityC: PlaceD:
Which one is not part of the 4Pʼs marketing mix model?
PublicityC:
Quiz
PublicityC:
Product is the fourth P
Publicity is considered to be a component of promotion
Quiz
Welcome
Administrative Issues
• Week 1 paper grading
• Week 5 field trip
• Questions?
Concept Review
He was born here...
Who the hell is Larry?
discussHow is marketing management
both an art and a science?
Social Economic Technology Competitive Regulatory
Define your business by customer needs,
not products
“
“
TopicMarketing
Research
“There is no perfect pickle”
• What do you want to know?
• Who do you ask?
“Spaceman From Pluto”
“3000”
“Would I lie to You?”
“Eight Arms to Hold You”
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior
The Consumer Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior
“I want a car, but I have no money”
How to steal a car
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior
Primary vs. Secondary
Secondary Internet Research
TopicThe rational
Consumer
The Rational Consumer
The Rational Consumer
The Rational Consumer
The Rational Consumer
TopicDifferent Views
on choice
video
video
discussDifferent Views
on choice
Topicmarket
segmentation
How do we service customers with varied needs?
Age
Sex
(Pat?)
Race
(who the hell is this?)
Behavior
Segmentation gone wrong
Segmentation
• Consumer segmentation
• Demographics, psychographics, behavioral
• Benefits segmentation & needs-based segmentation
• Business segmentation
• Company size, industry, geography
• Profitability of segments: 80 – 20 rule
iBook iMac
PowerBook Power Mac G5
Business
Home
Desktop Portable
video
interactCreate market segments for your company in groups
Illustrate segments on board
TopicPerceptual
mapping
ask Barney. . .
Perceptual Mapping?
Start with companiesconsumersproducts
Position on x-y graph
classy
practical
sportyconservative
wasteful
fuel efficient
largesmall
Try other dimensions
Single
Family
MatureYouth
Try other dimensions
interactCreate perceptual map for Classic Airlines
TopicPresentation skills
workshop(part I)
Top 12 Presentation Resources
tech
interactDraw a stick figure on the white board
Informal Drawings Work Too
techtwitter
marketing
video
interactExperience
interactis this useful?
(tweet your answer)
video
video
Welcome
Marketing 571, Class 3
October / November 2009
Lawrence Linn
Housekeeping
• Week 2 assignment grading
• Presentation & other materials
• Next week assignment option
http://mkt571.lawrencelinn.com/
Paper
or
Presentation
Presentation Option Guidelines
• 5 - 10 minutes maximum length
• Cover same material as paper
• Not all group members need to present
• Submit powerpoint slides
Concept Review
“There is no perfect pickle”
Primary vs. Secondary
techtwitter
marketing
video
interactExperience
interactis this useful?
(tweet your answer)
video
video
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Behavior
The Consumer Decision Process
Remember consumers
are not always
rational
How do we service customers with varied needs?
Age
Sex
(Pat?)
Race
(who the hell is this?)
Behavior
Perceptual Mapping?
Start with companiesconsumersproducts
Position on x-y graph
classy
practical
sportyconservative
wasteful
fuel efficient
largesmall
Try other dimensions
Single
Family
MatureYouth
Try other dimensions
TopicDifferent Views
on choice
video
video
discussDifferent Views
on choice
TopicAll about branding
debateWhat is a brand?
videoPepsi re-branding video
HOW TO BRIDGE
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN
TopicWord of mouth, social media &
remarkable marketing
Toni
videoFabrege’ Organic Shampoo Ad, 1975
videoFOX News: Take Back the Beep, 8.16.2009
video
videoViral Marketing
Seth Godin
videoSeth Godin on standing out, TED Conference, July 2007
TopicNew Product Development
video
How Do New Products Get Developed?
• Flash of Innovation
• Structured development
• Customer research
quoteThe radio craze will die out in time - Thomas Edison
Video won’t be around more than 6 months; people will soon get tired of
staring at a plywood box
- president of 20th century fox, 1946
What is new?
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Hauser, John R. (2008), “Note on Product Development”
Simplicity Sells
video
Milkshakes & Cake Mix
interactNew frontiers in product development
TopicHow do you price products?
Price Discrimination
Supply, Demand & Elasticity
interact• Research your group, then others (10 min)
• Data dump to twitter – @mba570
• One person per group wiki organizer
• http://start.email.phoenix.edu/
• login with upx ID
• go to more -> sites -> looking for...
• mkt571 research roundtable
TopicPresentation skills
workshop(part I)
Top 12 Presentation Resources
tech
interactDraw a stick figure on the white board
Informal Drawings Work Too
Welcome
Concept Review
the stor y so far.. .
“There is no perfect pickle”
Chapter one
Malcolm Gladwell
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1 2
Marketing 571 October / November 2009
consumers have varied tastes
marketing myopia
“The rational consumer*”
Chapter two
Clotaire Rapaille
13 14
Marketing 571 October / November 2009
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the reptile brain
consumer decision process
irrational consumers
“Remarkable marketing”
Chapter three
Seth Godin
25 26
Marketing 571 October / November 2009
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speak to who’s listening
the “otaku”
segmentation
“Channel your efforts”
Chapter four
Chris Anderson
38 39
Marketing 571 October / November 2009
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marketing channels
the long tail
merchandising
Channel Strategies
Channel LevelsThe producer and the final customer are part of every channel. We will use the num-ber of intermediary levels to designate the length of a channel. Figure 13.3a illustratesseveral consumer-goods marketing channels of different lengths, while Figure 13.3billustrates industrial marketing channels.
A zero-level channel (also called a direct-marketing channel) consists of a pro-ducer selling directly to final customers through door-to-door sales, Internet selling,mail order, telemarketing, TV selling, and other methods. A one-level channel con-tains one intermediary, such as a retailer. A two-level channel contains two interme-diaries; a three-level channel contains three intermediaries. From the producer’sperspective, obtaining information about end users and exercising control becomesmore difficult as the number of channel levels increases.
Channels normally describe a forward movement of products. One can also talkabout reverse-flow channels, which bring products back for reuse (such as refillable bot-tles), refurbishing items for resale, recycling products, or disposal of products andpackaging. Several intermediaries play a role in these channels, including manufactur-ers’ redemption centers, community groups, traditional intermediaries such as soft-drink intermediaries, trash-collection specialists, recycling centers, trash-recyclingbrokers, and central-processing warehousing.8 Noranda is a recycling partner forHewlett-Packard, which encourages consumers and small businesses to recycle theirold computers through a low-cost recycle-by-mail program. Using this reverse-flowchannel, nearly 2 million tons of computer equipment arrive every month at the com-pany’s recycling center in California.9
244 Part V Delivering Value
(a) Consumer marketing channels
RetailerRetailerRetailer
WholesalerWholesaler
Jobber
0-level 1-level 2-level 3-level 0-level 1-level 2-level 3-level
Manufacturer Manufacturer Manufacturer Manufacturer
Consumer Consumer Consumer Consumer
(b) Industrial marketing channels
Manufacturer Manufacturer Manufacturer Manufacturer
Industrialdistributors
Industrialcustomer
Industrialcustomer
Industrialcustomer
Industrialcustomer
Manufacturer'srepresentative
Manufacturer'ssales branch
FIGURE 13.3 Consumer and Industrial Marketing Channels
A Framework for Marketing Management, Third Edition, by Phiip Kotler and Kevin Lane Keller. Published by Prentice Hall. Copyright © 2007 by Pearson Education, Inc.
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CHANNEL-MANAGEMENT DECISIONS
After a firm has chosen a channel alternative, individual intermediaries must beselected, trained, motivated, and evaluated. Marketers must also be ready to modifychannel arrangements over time.
Selecting Channel MembersCompanies need to select their channel members carefully because to customers, thechannels are the company. Producers should determine what characteristics distin-guish the better intermediaries and examine the number of years in business, otherlines carried, growth and profit record, financial strength, cooperativeness, and ser-vice reputation of potential channel members. If the intermediaries are sales agents,producers should evaluate the number and character of other lines carried and the sizeand quality of the sales force. If the intermediaries want exclusive distribution, theproducer should evaluate locations, future growth potential, and type of clientele.
Training Channel MembersCompanies need to plan and implement careful training programs for their intermedi-aries. The fast-growing Culver’s restaurant chain requires its Midwestern franchiseesto work 60 hours in one of the 5 restaurants Culver owns and then work 12-hour days,6 days a week for 4 months at headquarters, learning every facet of how the companyoperates logistically and financially.17 Channel training is also a good competitive tool.Kyocera Mita arranged for J.D. Power and Associates to survey its customers and certify
248 Part V Delivering Value
Value-addedpartners
Telemarketing
Internet
High
LowLow High
Direct marketingchannels
"Indirect" channels
Direct saleschannels
Cost per Transaction
Valu
e-Ad
d of
Sal
e
Retail stores
Distributors
Sales force
FIGURE 13.4 The Value-Adds Versus Costs of Different Channels
Source: Oxford Associates, adapted from Dr. Rowland T. Moriarty, Cubex Corp.
A Framework for Marketing Management, Third Edition, by Phiip Kotler and Kevin Lane Keller. Published by Prentice Hall. Copyright © 2007 by Pearson Education, Inc.
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Standardize or Adapt?
> TAPPING INTO GLOBAL MARKETS < CHAPTER 21 679
consumers saw expensive small-sized cans and did not realize that water needed to be added. Straight extension is tempting because it involves no additional R&Dexpense, manufacturing retooling, or promotional modification; but it can be costly inthe long run.
Product adaptation involves altering the product to meet local conditions or prefer-ences. There are several levels of adaptation.
! A company can produce a regional version of its product, such as a Western Europeanversion. Finnish cellular phone superstar Nokia customized its 6100 series phone forevery major market. Developers built in rudimentary voice recognition for Asia, wherekeyboards are a problem, and raised the ring volume so the phone could be heard oncrowded Asian streets.
The marketing concept holds that consumer needs vary and thatmarketing programs will be more effective when they are tailored toeach target group. This also applies to foreign markets. Yet in 1983,in a groundbreaking article in the Harvard Business Review, HarvardProfessor Theodore Levitt challenged this view and supplied the intel-lectual rationale for global standardization: “The world is becoming acommon marketplace in which people—no matter where they live—desire the same products and lifestyles.”
The development of the Web, the rapid spread of cable and satel-lite TV around the world, and the global linking of telecommunicationsnetworks have led to a convergence of lifestyles. The convergence ofneeds and wants has created global markets for standardized prod-ucts, particularly among the young middle class.
Levitt favors global corporations that try to sell the same productthe same way to all consumers. They focus on similarities acrossworld markets and “sensibly force suitably standardized products andservices on the entire globe.” These global marketers achieveeconomies through standardization of production, distribution, mar-keting, and management. They translate their efficiency into greatervalue for consumers by offering high-quality and more reliable prod-ucts at lower prices.
Coca-Cola, McDonald’s, Marlboro, Nike, the NBA, and Gillette areamong the companies that have successfully marketed global prod-ucts. Consider Gillette: Some 1.2 billion people use at least oneGillette product daily, according to the company’s estimates. Gilletteenjoys huge economies of scale by selling a few types of razor bladesin every single market.
Many companies have tried to launch their version of a worldproduct. Yet, most products require some adaptation. Toyota’s Corollawill exhibit some differences in styling. McDonald’s offers a ham andcheese “Croque McDo” in France, a variation of the French favoritecroque monsieur. Coca-Cola is sweeter or less carbonated in certaincountries. Rather than assuming that its domestic product can beintroduced “as is” in another country, the company should review the
following elements and determine which would add more revenuethan cost:
! Product features! Brand name! Labeling! Packaging! Colors! Advertising execution! Materials! Prices! Sales promotion! Advertising themes! Advertising media
Consumer behavior can dramatically differ across markets. Takeannual beverage consumption. One of the highest per capita con-sumers of carbonated soft drinks is the United States, with 203.9liters per capita consumption; Italy is among the lowest. But Italy isone of the highest per capita drinkers of bottled water with 164.4liters, whereas the United Kingdom is only 20 liters. When it comes tobeer, Ireland and the Czech Republic lead the pack, with over 150liters per capita, with France among the lowest at 35.9 liters.
Besides demand-side differences, other types of supply-side dif-ferences can also prevail. Levitt’s critics pointed out that flexiblemanufacturing techniques made it easier to produce many differentproduct versions, tailored to particular countries. One study showedthat companies made one or more marketing-mix adaptations in 80percent of their foreign products and that the average number ofadapted elements was four. So perhaps Levitt’s globalization dictumshould be rephrased. Global marketing, yes; global standardization,not necessarily.
Sources: Theodore Levitt, “The Globalization of Markets,” Harvard Business Review (May–June 1983): 92–102; Bernard Wysocki Jr., “The Global Mall: InDeveloping Nations, Many Youths Splurge, Mainly on U.S. Goods,” Wall Street Journal, June 26, 1997, p. A1; “What Makes a Company Great?” Fortune,October 26, 1998, pp. 218–226; David M. Szymanski, Sundar G. Bharadwaj, and P. Rajan Varadarajan, “Standardization versus Adaptation of InternationalMarketing Strategy: An Empirical Investigation,” Journal of Marketing (October 1993): 1–17; “Burgers and Fries a la Francaise,” The Economist, April 17,2004, pp. 60–61; Johny K. Johansson, “Global Marketing: Research on Foreign Entry, Local Marketing, Global Management,” in Handbook of Marketing,edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 457–483.
GLOBAL STANDARDIZATION OR ADAPTATION?MARKETING INSIGHT
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Marketing Management, Twelfth Edition, by Philip Kotler and Kevin Lane Keller. Published by Prentice-Hall. Copyright © 2006 by Pearson Education, Inc.
Dis intermediat ion
Consumer $110
Manufacturer $100
Importer $105
Wholesaler $115
Retailer $160
Consumer $200
D I S I N T E R M E D I AT I O N
The Long Tail
Ryukyu Long Tailed Giant Rat (Diplothrix legatus)
6ft
30ft
Sale
s
Bestsellers Custom
tops
Local Book Stores
80%
Sale
s
Bestsellers Custom
20%
17M 15M
Distribution cost
The Strategy of Free
Welcome
video
Concept Review
the stor y so far.. .
“There is no perfect pickle”
Chapter one
Malcolm Gladwell
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Marketing 571 October / November 2009
“The reptile brain”
Chapter two
Clotaire Rapaille
13 14
Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
“Be Remarkable”
Chapter three
Seth Godin
25 26
Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
“The Long Tail”
Chapter four
Chris Anderson
38 39
Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
marketing channels
the long tail
merchandising
disintermediation
“Advertising is wasteful”
Chapter five
John Wanamaker
38 39
Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
advertising
integrated marketing
presentation hints
ethics in marketing
Advertising
Advertising does not work
How Advertising Works
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video
video
Who was this commercial aimed at?
Outdoor advertising
Quiz Time
Multichannel marketingintegrated marketing communications
emailwebTVdirect mailradiomobile
What are marketing channels?
Chapter 15 Designing and Managing Integrated Marketing Communications 281
TABLE 15.1 Common Communication Platforms
Events/ Personal Direct Advertising Sales Promotion Experiences Public Relations Selling MarketingPrint and broadcast ads Contests, games, Sports Press kits Sales Catalogs
sweepstakes, lotteries presentationsPackaging—outer Entertainment Speeches Sales meetings MailingsPackaging—inserts Premiums and gifts Festivals Seminars Incentive Telemarketing
programsMotion pictures Sampling Arts Annual reports Samples Electronic
shoppingBrochures and booklets Fairs and trade shows Causes Charitable Fairs and TV shopping
donations trade showsPosters and leaflets Exhibits Factory tours Publications Fax mailDirectories Demonstrations Company Community relations E-mail
museumsReprints of ads Coupons Street activities Lobbying Voice mailBillboards Rebates Identity mediaDisplay signs Low-interest Company magazine
financingPoint-of-purchase EntertainmentdisplaysAudiovisual material Trade-in allowancesSymbols and logos Continuity programsVideotapes Tie-ins
SENDER Encoding Decoding
ResponseFeedback
Noise
RECEIVERMessage
Media
FIGURE 15.2 Elements in the Communications Process
media. Four represent major communication functions—encoding, decoding, response, andfeedback. The last element in the system is noise (random and competing messages thatmay interfere with the intended communication).3
Micromodel of Consumer Responses Micromodels of marketing communica-tions concentrate on consumers’ specific responses to communications. Figure 15.3summarizes four classic response hierarchy models.
A Framework for Marketing Management, Third Edition, by Phiip Kotler and Kevin Lane Keller. Published by Prentice Hall. Copyright © 2007 by Pearson Education, Inc.
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video
data$121
$194 $242
$502 $520
$730
$1,050
webstore
catalogcatalog+internet
internet+retailcatalog+retail
catalog+retail + internet
Network TV22.8%
Cable TV22.7%
National Magazines17.1%
Local TV14.8% Internet
5.9%4.5% 2.5%
2.4%
7.2%
Network TVCable TVNational MagazinesLocal TVInternetLocal NewspapersHispanic TVSyndicated TVOther
source: Nielsen Online, AdAcross, Marketingcharts.com
Share of Ad Spending
video
video
Advertising Ethics
videoCereal Marketing, ABC News, October 2009
Ad Spending Salesleads to
warning: slide may contain instructor bias
video
Presentation hints
video
More Tips
• Look at online materials forum
• Slides support speakers
• Have hip-pocket slides
• Be prepared
• Use pictures, not clip art - www.compfight.com
• Have fun, create a story arc
• Look at online materials forum
• Slides support speakers
• Have hip-pocket slides
• Be prepared
• Use pictures, not clip art - www.compfight.com
• Have fun, create a story arc
This is an ugly slide
before
after
before
after
before
after
before
after
before
after
One more thing...
Welcome
Concept Review
“There is no perfect pickle”
Chapter one
Malcolm Gladwell
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1 2
Marketing 571 October / November 2009
“The reptile brain”
Chapter two
Clotaire Rapaille
13 14
Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
“Be Remarkable”
Chapter three
Seth Godin
25 26
Marketing 571 October / November 2009
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Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
“The Long Tail”
Chapter four
Chris Anderson
38 39
Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
“Advertising is wasteful”
Chapter five
John Wanamaker
49 50
Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
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“Mmmm….Donuts”
Chapter six
Homer Simpson
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Marketing 571 October / November 2009
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio.
Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis.
Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p
public relations
ethics
Public Relations
How to get free advertising with a doughnut
Advertising Ethics
videoCereal Marketing, ABC News, October 2009
Ad Spending Salesleads to
warning: slide may contain instructor bias
video