Marketing management topic 8 introducing new market offering

Marketing management Chapter 8 ppsx

Marketing management Chapter 8 ppsx
... community.24 ' CHAPTER 247 FIG 8. 2 Examples of Marketing Customization Sources: "Creating Greater Customer Value May Require a Lot of Changes," Organizational Dynamics (Summer 19 98) : 26; Erick ... in their experiences Figure 8. 3 depicts six well-established cohort groups "Marketing Insight: Marketing to Generation Y" provides insight into that key age cohort "Marketing Memo: Cheat Sheet ... undifferentiated marketing or differentiated marketing In undifferentiated marketing, the firm ignores segment differences and goes after the whole market with one offer It designs a product and a marketing...
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Enterprise Marketing Management The New Science of Marketing phần 8 docx

Enterprise Marketing Management The New Science of Marketing phần 8 docx
... beautiful weather— rather than the unique features of their own resort In short, they were selling the category of skiing, not their own particular brand of skiing Developing Initial Brand Hypotheses ... one of these stages, they experience your brand The goal is to map the key benefits from your brand architecture the aspects that you know motivate purchase intent—to each of the stages of the ... together to minimize the number of handoffs between various stakeholder groups Based on these groupings and the relative size of the customer segments, you can begin to determine the level of...
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Enterprise Marketing Management - The New Science of Marketing - John Wiley & Sons

Enterprise Marketing Management - The New Science of Marketing - John Wiley & Sons
... Enterprise Marketing Management Enterprise Marketing Management The New Science of Marketing Dave Sutton and Tom Klein John Wiley & Sons, Inc Copyright © 2003 by ... interacts on the brand’s behalf with any customer From the smallest local business to sprawling global enterprises, it’s the end of the art of marketing and the beginning of the new science of marketing ... investments in ENTERPRISE MARKETING MANAGEMENT what are often creative exercises It’s this discipline that is at the heart of enterprise marketing management (EMM) and the new science of marketing...
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New Products Management- CHAPTER 8 THE CONCEPT EVALUATION SYSTEM docx

New Products Management- CHAPTER 8 THE CONCEPT EVALUATION SYSTEM docx
... Concept/ Project Evaluation Figure III.1 CHAPTER THE CONCEPT EVALUATION SYSTEM McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc All right reserved The Evaluation System ... probability dimensions Planning the Evaluation System: Four Concepts  Rolling Evaluation (tentative nature of new products process)  Potholes  People  Surrogates Rolling Evaluation (or, "Everything ... Figure 8. 1 Cumulative Expenditures Curve % of expenditures Figure 8. 2 Many high-tech products Many consumer products Time Launch Risk/Payoff Matrix at Each Evaluation Figure 8. 3 Decision  A Stop the...
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Enterprise Marketing Management The New Science of Marketing phần 1 ppsx

Enterprise Marketing Management The New Science of Marketing phần 1 ppsx
... interacts on the brand’s behalf with any customer From the smallest local business to sprawling global enterprises, it’s the end of the art of marketing and the beginning of the new science of marketing ... investments in ENTERPRISE MARKETING MANAGEMENT what are often creative exercises It’s this discipline that is at the heart of enterprise marketing management (EMM) and the new science of marketing ... pass on our knowledge to our new clients Enterprise Marketing Management: The New Science of Marketing, which has been written by two of the senior members of Zyman Marketing Group, Dave Sutton...
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Enterprise Marketing Management The New Science of Marketing phần 2 potx

Enterprise Marketing Management The New Science of Marketing phần 2 potx
... focus of the sales force—all in support of the needs and wants of the target customers The good news is that knowing what these systems can for you will help you adapt to the new science of marketing ... architecture and plugging marketing in to the rest of the enterprise represent the right first steps The next piece missing from the puzzle is to take the 12 ENTERPRISE MARKETING MANAGEMENT value proposition ... timing of the return, which in turn lets you monitor both the incremental and the cumulative ROI for a specific marketing initiative It offers an immediate snapshot of the validity of the marketing...
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Enterprise Marketing Management The New Science of Marketing phần 3 ppsx

Enterprise Marketing Management The New Science of Marketing phần 3 ppsx
... Knowing the specific results of marketing efforts allows marketers to correct their course along the way The old practice of rolling the dice at the start of the year and measuring the results at the ... remain exclusively within the marketing department They have to be shared with the rest of the company Marketing has to rely on the rest of the company to help it deliver the brand benefits and ... unless marketing participates in the effort And the time for that to happen is now Now is the chance for marketing to ride to the rescue Now is the time to plug marketing in to these enterprise...
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Enterprise Marketing Management The New Science of Marketing phần 4 ppsx

Enterprise Marketing Management The New Science of Marketing phần 4 ppsx
... technology tend to be the Hatfields and McCoys of the enterprise, seeing eye to eye 63 64 ENTERPRISE MARKETING MANAGEMENT only long enough to stare one another down Marketing professionals are reluctant ... organized Despite the best efforts of FIGURE 4. 1 Defining the Brand Experience 66 ENTERPRISE MARKETING MANAGEMENT companies to reengineer the way they interact with their customers, they’re still ... companies fumble the ball Flush with the success of the sale, they lose sight of the fact that their job is not done just because the customer has signed on the dotted line Aside from the obvious...
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Enterprise Marketing Management The New Science of Marketing phần 5 pdf

Enterprise Marketing Management The New Science of Marketing phần 5 pdf
... These are, of course, hypothetical examples, but they give you an idea of the types of hypotheses that you must develop These hypotheses then must be validated to determine not only whether they ... Also, they’re the ones that have to create the big displays at the end of the grocery aisle, with packages of Oreos stacked to the ceiling Let’s not forget the customer (distinct from the consumer)—in ... finance manager’s office at the car dealership, trying to secure financing so that you can drive the car of your dreams off the lot today In the middle of the arduous process of collecting information...
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Enterprise Marketing Management The New Science of Marketing phần 6 pot

Enterprise Marketing Management The New Science of Marketing phần 6 pot
... have the addresses of the buyers of their products, most of them still haven’t taken the critical step of creating a profile, centered on an e-mail address, of all of the potential players in the ... engender the development of a superb new marketing tool for managing a brand experience and tying together disparate elements of marketing The new media utterly changed the science of marketing ... full advantage of new media because they don’t actually know the names of their customers or their e-mail addresses When the potential of one-to-one marketing became apparent, the traditional...
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Enterprise Marketing Management The New Science of Marketing phần 7 ppsx

Enterprise Marketing Management The New Science of Marketing phần 7 ppsx
... digital forms of all of the other media It’s relegated to little more than the library of the other media That’s like buying a brand -new Porsche and using only the CD player There’s a lot of potential ... in the enterprise must understand their role as a marketer, and marketing must understand 156 ENTERPRISE MARKETING MANAGEMENT every facet of the enterprise Your business model must have the marketing ... doing when they interact with new media ConTop Page Hits 500 400 Visits 300 200 100 6/12 6/19 6/26 7/ 03 7/ 10 7/ 17 7/24 7/ 31 8/ 07 8/14 8/21 8/28 Employment/ Company/ Home.htm FIGURE 7. 1 The Meaninglessness...
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Enterprise Marketing Management The New Science of Marketing phần 9 potx

Enterprise Marketing Management The New Science of Marketing phần 9 potx
... increase the number of leads) ~ What type of return we get if we increase the average deal size 190 ENTERPRISE MARKETING MANAGEMENT Step 3: Forecast Monthly Lead Requirements The final step of the ... both elements of the marketing mix and every customer touch point around the actual sale One of the drivers of the choices of investment should be the information that you might have gathered from ... profile of the investment and the return on the Marketing investment The need for potential return leads to the next required step: developing a detailed profile of the investment and, at the very...
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Enterprise Marketing Management The New Science of Marketing phần 10 pot

Enterprise Marketing Management The New Science of Marketing phần 10 pot
... plan, coordinate, and measure the business impact of their branding and marketing efforts Enterprise marketing management (EMM) and the new science of marketing, as a set of business appli- C O N ... closely No marketing mix detail is too picayune for marketing s attention— whether it’s the process color of the sales brochures or the placement of the tag line on the package Meanwhile, the total ... intent, 51 The End of Advertising As We Know It (Zyman), 14 The End of Marketing As We Know It (Zyman), 3, 16 enterprise marketing management See EMM Enterprise Rent-A-Car, 103 ERP (enterprise...
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docomo japan s wireless tsunami how one mobile telecom created a new market and became a global fo phần 8 docx

docomo japan s wireless tsunami how one mobile telecom created a new market and became a global fo phần 8 docx
... points I Fun gives us access to the subconscious Innovation calls for more than risk and learning; it also calls for several kinds of thinking 174 DoCoMo: Japan s Wireless Tsunami processes that, ... singing safety announcements Even the jaded, high-mileage flyer appreciates 184 DoCoMo: Japan s Wireless Tsunami hearing someone official send up those FAA-mandated warnings: And for those who haven’t ... purchase is made That s the kind 182 DoCoMo: Japan s Wireless Tsunami of thing that builds company cults, like for Harley Davidson, where “brand equity” is a very serious asset.5 Fun is one of...
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