MM 1 VA 1
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Transcript of MM 1 VA 1
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MARKETINGMARKETING
MANAGEMENT IMANAGEMENT I
Porters Value ChainPorters Value Chain
andand
Marketing MixMarketing Mix
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Porters Value ChainPorters Value Chain
SeparatingSeparating thethe organizationorganization intointo valuevaluegeneratinggenerating activitiesactivities
OneOne of of thethe twotwo modelsmodels forfor buildingbuilding
competitivecompetitive advantageadvantage AimsAims toto provideprovide valuevalue toto customerscustomers inin excessexcess
ofof costscosts..
ModelModel forfor understandingunderstanding relativerelative strengthsstrengths
AimsAims toto promotepromote competitivecompetitive efficienciesefficiencies
IntegratesIntegrates withwith supplier,supplier, channelchannel andand customercustomervaluevalue systemssystems..
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Porters Value ChainPorters Value Chain
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Inbound Logistics Receiving, storing, inventory control, transportation scheduling.
Operations Machining, packaging, assembly, equipment maintenance, testing and all other
value-creating activities that transform the inputs into the final product.
Outbound Logistics The activities required to get the finished product to the customers:warehousing, order fulfillment, transportation, distribution management.
Marketing and ales The activities associated with getting buyers to purchase the product including
channel selection, advertising, promotion, selling, pricing, retail management,
etc.ervice The activities that maintain and enhance the product's value, including
customer support, repair services, installation, training, spare parts
management, upgrading, etc.
Procurement Procurement of raw materials, servicing, spare parts, buildings, machines, etc.
Technology Development Technology development to support the value chain activities, such as Research
and Development, Process automation, design, redesign.
Human Resource Management The activities associated with recruiting, development (education),
retention and compensation of employees and managers.
Firm Infrastructure general management, planning management, legal, finance, accounting, public
affairs, quality management, etc.
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Marketing MixMarketing Mix
MarketingMarketing decisionsdecisions generallygenerally fallfall intointo fourfour controllablecontrollablecategoriescategories:: Product,Product, Price,Price, PlacePlace andand PromotionPromotion ((44Ps)Ps)..
MarketingMarketing ToolsTools forfor efficientefficient valuevalue creationcreation forfor thethe targettargetsegmentsegment byby takingtaking decisionsdecisions thatthat revolverevolve aroundaround thethe 44PsPs..
GainingGaining competitivecompetitive edgeedge by by decidingdeciding onon thethe rightrightcombinationcombination ofof thethe 44PsPs
OtherOther customercustomer--centriccentric improvisationsimprovisations:: 44CsCs:: CustomerCustomer value,value, CostCost toto thethe customer,customer, ConvenienceConvenience andand
CommunicationCommunication
44RsRs:: Relevance,Relevance, Returns,Returns, RelationshipsRelationships andand ResponseResponse 44AsAs:: Acceptability,Acceptability, Affordability,Affordability, Accessibility,Accessibility, AwarenessAwareness..
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Marketing MixMarketing Mix
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Product What is the product in need? A good product will sell
itself. Defining the characteristics of the product or
service that meets the needs of customers.
Functionality; Quality;
Appearance;
Packaging; Brand;
Service; Support;Warranty.
Price
How much are the intended customers willing to pay?
Here we decide on a pricing strategy. Price has also an
irrational side: something that is expensive must be
good.
List Price; Discounts;
Financing; Leasing
Options; Allowances.
Place Available at the right place, at the right time, in the
right quantities. Some of the recent major changes in
business have come about by changing Place.
Locations; Logistics;
Channel members;
Market Coverage;
Service Delivery.
Promotion How are the chosen target groups informed or educated
about the organization and its products? Promotion has
become the most important P to focus on.
Advertising; Public
Relations; Message;
Direct Sales; Sales
Promotions; Media;
Budget.