Marketing ProgrammEssay Preview: Marketing ProgrammReport this essayMarketing “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
Market A collection of buyers and sellersDiscovering Consumer Needs The Challenge of Launching Winning New Products, Consumer Needs and Consumer WantsMarketings first task: discovering consumer needs Organizations Marketing Department Discover Customer NeedInformation about NeedsPotential Customers: The Market
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS Satisfying Consumer Needs (Target market) The Four Ps: Controllable Marketing Mix Factors The Uncontrollable, Environmental Factors
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT Global Competition, Customer Value, and Customer Relationships –Relationship Marketing – Easy to Understand/ Difficult to Implement
Corporate Goals/Objectives Profit Sales, Market share, Quality, Customer satisfaction, Employee welfare, Social responsibilitySETTING STRATEGIC DIRECTIONS A Look Around: Where Are We Now? Customers, Competencies: skills; technology; resources (ex. Competitive advantage: e.g. HP, Quality, benchmarking) Competitors
Lands Ends competitors? They go far beyond traditional catalogSETTING STRATEGIC DIRECTIONS Growth Strategies: Where Do We Want to Go? The Portfolios of Businesses: BCG AnalysisSETTING STRATEGIC DIRECTION Growth Strategies: Where Do We Want to Go? Market-Product AnalysisFour market-product strategies: alternative ways to expand sales revenues for Ben and Jerrys market penetration(selling more X to American), product development(selling a new X under company title to American),market development(selling more X in S America market for 1st time), diversification (selling a new X in S America for 1st time)
Situation Analysis The internal Enviro-review of current objectives, strategy, and performance; Availability of resources; organizational culture and structure The Customer Enviro Who are our current & potential customer, What do customers do w/product, Where do customers purchase product, Why/How do customer select product, Why do potential customer not purchase product External Enviro Competition, Economic Growth & Stability, Political Trends, Legal & regulatory issues, Technological advancements, Sociocultural trends
An environmental scan of the United States Social movement toward healthy product & lifestyles, Growing # &importance of Hispanic American, population shifts to small towns & remote suburbs, increasing in new & varied forms of entertainment Economic reduction in customer spending on consumer technologies, increase in per capita income & standard of living, increase in saving as many worker approach retirement , slow economic growth & stock market adjustments Technological increase in use of wireless messaging technology, declining cost of computer power & growth of smart products, growing use of voice recognition software, advances in biotechnology and cancer drugs Competitive increase focus on empowering worker to improve performances,
Citizen-led Environmental Action
(F-RES)
[email protected]
Citizen-led Environmental Action (CALA) (c-n-a-r/c) represents a grassroots movement to address environmental problems and prevent others. CCA promotes economic development through non-governmental organizations, community organizations, and local community leaders, while representing people from all walks of life. As one of the country’s largest groups of activists and members, ALA focuses on sustainability through non-profit support. It seeks to support clean technology through development and the restoration of jobs and neighborhoods to the public. CCA also promotes sustainable energy by focusing on non-fuel production, energy efficiency and environmental sustainability. CALA aims to “build an ‘environmental economy’ where the needs of the people and the planet are addressed – and where the land, water, air & food are conserved and conserved for the people, not used on an arbitrary whim” .
CALA seeks to:
: Advance sustainable development through sustainable business models, using sustainable production by non-profit organizations and local community leaders as the model for sustainable development and the future, providing services to support the work of those who benefit most from natural resources- to create environmentally sustainable businesses
: Promote the sustainable use of sustainable energy resources that don’t create additional carbon emissions through “: ECA : A program to promote and preserve the rights of all human beings; use environmentally friendly, sustainable energies to restore a world of ecological harmony.
: Promote and preserve the rights of all human beings; use environmentally friendly, sustainable energies to restore a world of ecological harmony. Implement the Climate Leadership Principles and the National Endowment for the Arts and Environmental Working Group.
: Promote and preserve the rights of all human beings; use environmentally friendly, sustainable energies to restore a world of ecological harmony. Commit to improve the quality and reliability of the public and businesses by creating a safe and efficient transportation system and investing in public, private, and philanthropic investments to help deliver quality public transportation and low carbon energy technologies in the communities they serve in. CEA will use the money and leadership of the group to develop these investments and to help build sustainable future businesses. (To be eligible, you must: Be on a U.S. citizen citizen’s legal permanent resident identification card. )