dugga marknadsföring

Walk into any company and the first thing that strikes you is the corporate culture ;the way people dress, talk to one another, and greet customers

an SBU is a strategic business unit that has three characteristics

Ferrari as a company is an example of an SBU with specialized portfolio , which means its consisting of one or a few products

Amazon is an example of a company with diverse portfolio consisting of a borad assessment of SBUs

The BCG matrix is a widely used approach to portfolio analysis

The 5 C framework consists of customers, competitors, collaborators, company, context

the customer value is the worth of an offering to its customers and hinges on customers assessment of how well an offering fulfills their needs

the collaborator value sums up all benefits and costs that an offering creates for collaborators and reflects how attractive an offering is to collaborators

the company value is the worth of the offering to the company. The value of an offering is defined relative to all benefits and costs associated with it

when you are designing value you use the 7 attributes of the marketing mix

the marketing mix with 7 attributes are firstly incentitives, product, brand, service, price, communication, distribution

The viable business model and action plan is encapsulated in the G-STIC framework which describes approach to action planning

The goals in the G-STIC plan can be both monetary and strategic

The strategy in the G-STIC model delineating the company’s target market and value proposition provides the basis for the company’s business model

The tactics of the G-STIC model is to define the key attributes of the comapany's offering

A regular performance metric is penetration

its important not to define the problem too broadly or narrowly in the first step of the marketing research process

The type of information that can be gathered in the marketing research is? exploratory, descriptive, casual

Secondary or primary data is gathered in the stage of developing the research plan in the marketing research process

what is the research approaches you can use in the marketing research plan? observational, focus group, survey research, behavioral research

this research instrument consists of a set of questions presented to respondents. Because of its flexibility, it is by far the most common instrument used to collect primary data questionnaries

relatively indirect and unstructured measurement approaches, limited only by the marketing researcher’s creativity qualitative measures

fairly expensive and have not been universally accepted. Given the complexity of the human brain, many researchers caution that it should not form the sole basis for marketing decisions technological devices

a word association is when you ask someone what word that comes to mind if they hear a brands name

When you are giving people an incomplete stimulus like a part of a logo, you use projective techniques to distinguish your brand

visualization ask people to create a collage depict from their perceptions

when you compare a brand with a person you use brand personification like asking how if volvo was a human, how would he look like?

when asking a series of why questions you use laddering as a qualitative measure

marketing statisticants use data mining to extract useful information from mass data

why are we using the products we by? to solve a problem, for sensory pleasure, to self enhance

what influences our consumption behavior? cultural, social group and individual level

family is a example of an reference group that have a direct or indirect effect on a person’s beliefs, decisions, and behavior

Marketers try to identify the occupational groups that have above-average interest in their products and services

McClelland's Human Motivation Theory (The Trio of Needs) need for power, affiliation, achievement

We are more likely to notice stimuli related to our current needs or interests and selective attention means that marketers must work hard to attract the notice of consumers

consumers will often have a selective distortion where they interpret information to fit their preconceptions like if a beer change name to something more luxury, they will think that it tastes better as well

We tend to remember information that fits our interests, values and beliefs which is selective retention

humans have a compensatory decision rule which is that negative attributes can be compensated by positive attributes

non- compensatory decision rules when negative attributes eliminates the alternative from the consideration set

which three segments are relevant when identifying market segments and targets full market coverage, multiple segments, single segment

based on the deliberate choice to ignore some customers to better serve other customers strategic targeting focuses on offerings that matches their specific needs

Rather than excluding any potential customers tactical targeting strives to reach all strategically important customers in an effective and cost-efficient manner

target compataibility is a function of the company’s resources and its capacity to use these resources in a way that creates value for target customers

by using monetary value you include both the revenues a particular customer segment generates and the costs of serving these customers

strategic value refers to nonmonetary benefits that customers bring to the company like social, scale and information value

With single-segment concentration , the firm markets to only one particular segment

With wider customer adoption companies often start to focus on multiple segments

demographic segmentation is about age, gender, income, race

behavioral segmentation is about user status, rate and loyalty

Psychographic segmentation is about morals, values

the monetary value includes the financial benefits and costs associated with the offering

reflects the benefits and costs that are directly related to an offering’s performance that create functional value such as performance, durability, form, style

Emotional benefits of driving a car is an example of psychological value that encompasses the psychological benefits and costs associated with the offering that extends beyond the functional benefits

the goal of positioning is to instill the brand in the minds of consumers to maximize the potential benefit to the firm

Positioning is inspired by the unique selling proposition (USP)

attributes or benefits that differentiate the company’s offering from the competition is described by PODS that consumers strongly associate with a brand and where they believe they could not find to the same extent with a competitive brand

An increasingly important aspect of differentiation is brand authenticity the extent to which consumers perceive a brand to be faithful to its essence and its reason for being

points of parity are Attributes or benefits that are not necessarily unique to the brand but may be shared with other brands

by using perceptual maps marketers can reveal “holes” or “openings” that suggest unmet consumer needs and marketing opportunities together with PODS and POPS

An offering’s competitive advantage reflects its ability to satisfy a customer need to a greater degree than alternative means of satisfying the same need

One core strategy of designing an value proposition is differentiate on an existing attribute where for example gilette has stressed the quality of shave that now is their main competitive advantage

a company can distinguish its offering by introducing (core strategy value proposition) a new attitude one that competitors don’t have.

A valuable source of sustainable competitive advantage is (value propositon) building a strong brand that gives customers a reason to choose the company’s offering

a positioning statement clearly articulates the offering’s target customers and the key benefit that will provide customers with a reason to choose the company’s offering.

some marketers use positioning as storytelling as a market tool where they describe the setting, cast, narrative and language

3 product classifications are... durability, tangibility, use

Based on consumer shopping habits unsought goods and special goods happens once in a lifetime

Based on consumer shopping habits shopping goods and convenience goods happen almost to every day

to create customer value, products must deliver their core functionality to the product, like a brand that sells fast cars should sell fast cars

Buyers expect high conformance quality he degree to which all pro- duced units are identical and meet promised specifications

A measure of the product’s expected operating life under natural or stressful conditions is durability , a valued attribute for vehicles, kitchen appliances, and other durable goods

reliability is a measure of the probability that a product will not malfunction within a speci- fied time period

In our visually oriented culture, transmitting brand meaning and positioning through design like eye catching form or color is critical

Manufacturing firms that implement services in their portfolio servatization

a product portfolio all products offered by a company, including various product categories and product lines

the depth of a product portfolio consists of the number of variants offered for each product in the line

the consistency of the product portfolio reflects how closely related the various product lines are in end use, production requirements, distribution channels, or some other way

the length f a product portfolio is the total number of items in the mix. We can also talk about the average length of a line.

the width of a product portfolio is the number of different product lines the company carries.

3 common layers of packaging primary, secondary, shipping

Promises that the product will perform as specified or that the seller will repair it, replace it, or refund the money during a specified period guarantee

brands are one of the most valuable intangible assets of a firm, and it is incumbent on marketers to properly manage their value.

The monetary value of a brand is called brand equity and reflects the premium that is placed on a company’s valuation because of its ownership of the brand.

three most common methods of measuring brand equity: cost, market and financial approach

calculates brand equity by examining the costs of developing the brand, such as marketing research, brand design, communication, management, and legal costs cost approach

estimates brand equity by measuring the difference between the sales revenues from a branded offering against those of an identical unbranded offering market approach to brand equity

evaluates brand equity as the net present value (NPV) of a brand’s future earnings financial approach to brand equity

also referred to as customer-based brand equity, is the ancillary value contributed by the brand to a product or a service brand power

is a focused series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. brand audit

the brand audit is used as input to collect quantitative data from consumers over time, providing consistent, baseline information about how brands and marketing programs are performing brand tracking

a brand mantra is a three- to five-word articulation of the heart and soul of the brand

The mantra’s purpose is to guide the actions of employees within the organization, and of all external marketing partners

Unlike brand slogans meant to engage consumers brand mantras are designed with internal purposes in mind.

betyder att man tar hela eller delar av namnet - immaterialrätt varumärkesintrång

betyder att man tar hela eller delar av ett annat varumärkes brand elements/ trademarks - marknadsföringslagen renomesnyltning

a brand personality is the specific mix of human traits that we can attribute to a particular brand

Ex. Orkla som aldrig skyltar med sitt corporate brand utan bara visar sitt product brand i marknadsföring och på förpackningar är ett house of brands

Ex. Heinz som alltid har sitt corporate brand tydligast på alla produkter och i sin marknadsföring är ett branded house

Ex. Kellogs Cornflakes, Kellogs Frosties, Numera också. Lantmännen som visar sin logga på Kungsörnen är ett sub brand strategy

Varumärket går in i ny kategori brand extension

Fler produkter inom samma kategori line extension

varumärket introducerar produkter i en lägre eller högre prisklass vertical extension

denna metoden frågar sig frågorna: vid vilket pris blir du tveksam på produktens kvalitet? Vilken nivå anser du produkten är för dyr för dina behov? Van Westendorf metoden

u högre volym desto lägre kostnad så länge du inte behöver investera I ny fabrik eller nya leverantörer fixed variable and total costs

Some intermediaries (also referred to as channel leves)—such as wholesalers and retailers merchants

Others like brokers, manufacturers, representatives search for customers and may negotiate on the producers behalf but do not take titles to the goods, are called agents

transportation companies, independent ware- houses, banks, advertising agencies, assist in the distribution process but neither take title to goods nor negotiate purchases or sales; they are called facilitators

manufacturer selling directly to the final customer: Online selling, door to door sales, own stores zero level channel/ direct marketing chanenel

contains one intermediary, such as a retailer single level channel

contains two intermediaries, typically a wholesaler and a retailer dual level channel

perform several important functions, such as reuse products or containers, refurbish products for resale, recycle reverse flow channel

Using multiple distribution channels give companies three important benefits: Increased market coverage, lower channel costs, the ability to do more customized selling

Severely limits the number of intermediaries and is appropriate when the producer wants a closer partnership with its reseller exclusive distribution

Relies on some but not all of the intermediaries willing to carry a particular product and can include retailers competing for the same customers selective distribution

Places the goods or services in as many outlets as possible and works well for snacks, food, newspapers, gum etc intensive distribution

the ability to alter channel members behavior so they take actions they would not have taken otherwise channel power

threatens to withdraw a resource or terminate a relationship if intermediates fail to cooperate Coercive power

The manufacturer offers intermediaries an extra benefit for performing specific acts or functions reward power

the manufacturer requests a behavior that is warranted under the contract legal power

consist of an independent producer, wholesaler(s), and retailer(s). Each is a separate business seeking to maximize its own profits conventional marketing channels

include the producer, wholesaler(s), and retailer(s) acting as a unified system vertical marketing systems

owns or franchises the others or has so much power that they all cooperate channel steward

nvolve two or more unrelated companies putting together resources or programs to exploit an emerging marketing opportunity. horizontal marketing systems

costs of setting up the processes required to produce one item settup costs

operating costs when production is running running costs

If setup costs are low, the manufacturer can produce the item often and the average cost per item is stable and equal to the running costs

If setup costs are high, however, the manufacturer can reduce average costs per unit by producing a long run and carrying more inventory

Retailers vary in the degree to which they use incentives. Two extreme strategies stand out: everyday low pricing, high low pricing

An increasingly popular tool among brick-and-mortar retailers is geofencing which involves targeting customers with a mobile promotion when they are within a defined geographic space, typically near or in a store

the majority of shopping are made inside the store and this form of influence is accomplished through shopper marketing where manufacturers and retailers use stocking, displays, and promotions to affect consumers actively shopping for a product

include non-store retailers that have extended their reach to include online retailing in their portfolio. omnichannel retailing

a private label (also called a reseller, store, or house brand) is a proprietary brand that retailers and wholesalers develop

are unbranded, plainly packaged, less expensive versions of common products such as spaghetti, paper towels, and canned peaches generics

Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or who make large purchases for business use wholesaling

provide a vast array of supplementary functions, such as maintaining a sales force to promote the products, offering credit, making deliveries, and providing management assistance full service wholesalers

offer few if any extra services and instead aim to offer lower prices on merchandise limited service wholesalers

differ from merchant wholesalers in that they typically do not take ownership of the goods they buy and sell brokers and agents

is a company’s ability to perform in one or more ways that competitors cannot or will not match competitive advantage

Porters five forces: supplier power, buyer power, competitive rivalry, threat of substitution, threat of new entry

reducera kostnader med bibehållen försäljning harvesting

Sälja av verksamheter innan det blir försent divest

value chain modell Marketing program investments, Customer mindset, Brand performance, Shareholder value

tre nivåer av hur man utvecklar marknadsstrategier: corporate planning, business unit planning, offering planning

holistic marketing includes... internal, integrated, relationship and performance marketing

3 different reference groups: membership, aspirational, dissociative

... means that marketers must work hard to attract the notice of consumers. The real challenge is to determine which stimuli people will notice selective attention

... is the tendency to interpret information to fit our preconceptions for example changing the label of a beer to sound more luxury, we will think that it is selective distortion

... when w tend to remember information that fits our interests, values and beliefs selective retention

the rational consumer have consistent preferences, evaluate alternatives correctly and make decisions that provide maximum satisfaction

the real consumer is sensitive to the environment, use shortcuts and make fast bad decisions

with compensatory decision rules negative attributes can be compensated by positive attributes

with non compensatiry decision rules negative attributes eliminates the alternative from the consideration set

is a function of the company’s resources and its capacity to use these resources in a way that creates value for target customers target compatibility

reflects the ability of a market segment to create superior value for the company. Thus, the company must carefully select customers for whom to tailor its offering target attractiveness

the value proposition often consists of... functional, psychological, monetary value

Many marketing experts believe positioning should have both rational and emotional components, in other words appeal to both head and heart

Good enough on attributes that competitors have made to their PoDs for example create a drink like loka and their different flavours competitive points of parity

three core strategies to create a sustainable competitive advantage: differentiating on existing attribute, introd. new attribute, build a strong brand

by developing an positioning statement marketers can communicate their position strategy he key benefit that will provide customers with a reason to choose the company’s offering.

there are three product classifications that is about: durability, tangibility, use

byers expect high conformance quality the degree to which all produced units are identical and meet promised specifications

Level at which primary characteristics operate. Firms should design a performance level appropriate to the target market and competition. performance quality

to enter the high end of a market to receive growth and higher margins use: up market stretch

to sandwich your competition and complete your market use: line filling/ two way stretch

to compete against lower-end competitors who might move up-market and capture strong growth opportunities use: down market stretch

a guarantee promises that the product will perform as specified or that the seller will repair it, replace it, or refund the money during a specified period

a guarantee should be... relevant, easy to understand, easy to invoke

brand are one of the most valuable intangible assets of a firm, and it is incumbent on marketers to properly manage their value.

Marketers should conduct a brand audit when setting up marketing plans and when considering shifts in strategic direction

the brand tracking help us understand where, to what degree, and in what ways brand value is being created to facilitate day-to-day decision making

three criteria for the brand mantra is: communicate what is unique about the brand, simplify the essence and inspire

the stages in the brand value chain: marketing program investment, customer mindset, market performance, shareholder value

The two most common ways in which brands evolve are through: brand repositioning and brand extensions

Sellers often bundle products and features. Big Mac & Co, kanal-paket på Viasat, business package på bilfirmor. I bland kan man bara köpa paketet, ibland kan man bryta upp paketet, men då blir det dyrare än hela paketet. product bundle pricing

The production of certain goods—meats, petroleum products, and other chemicals—often yields by-products that should be priced on their value. Köttfärs, grytbitar, pyttipanna, skorpmjöl är Ibland biprodukter som tidigare kastats. by product pricing

Service firms engage in two-part pricing, consisting of a fixed fee for basic service plus a variable usage fee. Abonnemang plus rörlig kostnad inom elbolag (Rörligt var billigt och fast avgift dyr), nöjespark (Inträde, plus attraktioner plus restaurang). two part pricing

How should optional products, features, and services be with their main product. Higer, same or lower than the standard and main package (Garderob på teater, plastkassar I butik) Optional-feature pricing

Supermarkets often drop the price on well-known brands to stimulate additional store traffic and total sales. Manufacturers loss leaders typically object, because this can dilute the brand image loss leader pricing

the channel functions have three functions in common; they use scarce resources, perform better through specialization, can be shifted among channel members

some of the channel functions like storage movement and communications constitute a forward flow of activity to from the company to the customer

some channel functions constitute a backward flow like ordering and payment from customers to the company

some channel functions occur in both directions between customer and company like information, negotiation and risk taking

using multiple distribution channels give the companies three important benefits: increased market coverage, lower channel costs, ability to more customized selling

occurs when one channel member’s actions prevent another channel member from achieving its goal channel conflict

Most companies are trying to shorten the order to payment cycle that is, the time between an order's receipt, delivery and payment since it affects the customer satisfaction

incentives such as price discounts and coupons, also referred to as sales promotions aim to generate store traffic and “nudge” customers toward making a purchase

The three keys to retail success are often said to be: location, location, location

fight selectively, partner effectively, innovate brilliantly and create winning value propositions are four strategic recommendations for manufacturers to compete against or collaborate with private labels

som marknadsledare kan man använda sig av de 2 konkurrensstrategierna öka den totala efterfrågan och försvara sina marknadsandelar för att försvara sin position

the transaction platform serve as an intermediary for direct, exchange or transactions, subject to network effects (snapchat, instagram)

the innovation platform serve as a technological foundation upon which other firms develop complementary innovation (apple IOS, microsoft)

Network of centers in different locations search for partnerships with local governments, universities, and start-ups for rapid prototyping innovation centers

Project-specific groups with different skill sets increase the chances of creating new groundbreaking offerings cross functional teams

Common in large companies, led by a manager with significant authority, work with R&D department, generating and screening new ideas new product departments

Cross-functional groups of intrapreneurs that are relieved of other duties, given a separate budget and workplaces, and long-time frames venture teams

Forums in which employees from different departments are encouraged to share their knowledge and skills communities of practice

to build business model validation desirability can be used which indicates the extent to which target customers perceive the offering to be attractive.

to build business model validation feasibility can be used which indicates the extent to which the company can create an offering that delivers the functionality desired by customers

to build business model validation viability can be used which indicates the extent to which an offering can create value for the company like generate profits

the customer acquisition funnel consist of: awareness, appeal, ask, act, advocate

the brand can build customer loyalty through: interact closely with customers, develop loyalty programs, build brand communities

To gain trust in customer lifetime value you need to have: competence, honesty and empathy

Providing misleading information or giving a false impression that products or practices are environmentally friendly without living up to that promise green washing

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