Marketing Models

MARKETING MODELS & FRAMEWORKS • MARKETING OBJECTIVES o Specific o Measurable o Achievable o Realistic o Timescaled Sales Volumes or Sales Revenues, Profit, Market Share, Positioning • CORPORATE OBJECTIVES o Revenue, ROI, Profit, ROCE, Shareholder Value • DIRECT MARKETING OBJECTIVES o Customer Acquisition o Customer Retention o Volumes of Responses or leads o Value of Responses or leads o Share of Customer o Conversion rates Qualified by a target cost e.g. cost per 1000 (CPT or CPM), cost per response (CPR), cost per sale (CPS) • MARKETING MIX (for understanding and targeting markets) o Product, Place/Distribution, Promotion, Price, People

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• 5 PORTER’S FORCES (for the analysis of the competitive context)

• STEPS IN ANALYSING COMPETITORS

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• MODEL OF CONSUMER BEAHVIOUR IN INTERNATIONAL MARKETS

• MODEL OF THE NEGOTIATION PROCESS (Graham 1986) Non-task sounding

Task-related exchange of information

Persuasion

Concession and agreement

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• MICRO-MKT ENVIRONMENT o The Business, Suppliers, Marketing Intermediaries, Buyers, Competitors, Publics • CONSUMER BUYER DECISION PROCESS (Kotler)

• PESTLE ANALYSIS or MACRO-MKT ENVIRONMENT (for understanding and targeting markets)

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• BCG MATRIX (Tool for Strategic Market Planning)

• SWOT ANALYSIS

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• B2B BUYING DECISION PROCESS AND INFLENCING FACTORS (Identifying Potential Customers, Locating Industrial Customers, Estimating Purchase Potential)

• ANSOFF’S MATRIX FOR COMPETITIVE STRATEGY (Tool for Strategic Market Planning)

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• 5 STEPS OF MARKETING RESEARCH PROCESS

• PHASES OF NEW PRODUCT DEVELOPMENT

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• 3 LEVELS OF PRODUCT

• 4 STAGES OF THE PRODUCT LIFE CYCLE

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• FACTORS IN PRICING DECISION

• ESTABLISHING PRICES

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• DISTRIBUTION CHANNELS (CONSUMER PRODUCTS)

• DISTRIBUTION CHANNELS (B2B PRODUCTS)

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• PROMOTIONAL MIX

• MARKETING MIX FOR SERVICES

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• SERVICE QUALITY MODEL

• BACKGROUND (7 Ps) o Product o Place o Price o Promotion o People o Physical Evidence o Processes o Political Power

• MARKETING COMMUNICATIONS MIX o Sales promotion o Advertising o Selling o Merchandising o Packaging o Corporate Identity o Exhibitions o Sponsorship o Direct and e-Marketing o Publicity and Public Relations 12

• EFFECTIVENESS (4 Cs) o Communications o Credibility o Costs o Control • PROMOTIONAL STRATEGIES FOR DIFFERENT LEVELS OF INVOLVEMENT

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• CONTEXT ANALYSIS

• THE CUSTOMER CONTEXT

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• MARCOMMS PLANNING PROCESS

• MARKET SEGMENTATION, TARGETING, POSITIONING

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