Managing Resources for Marketing Effectiveness Introductions - PDF document

Managing Resources for Marketing Effectiveness Introductions Managing Resources for Marketing Effectiveness Arthur McKeown 2014 BMG159 Business Institute ae.mckeown@ulster.ac.uk www.arthurmckeown.com Arthur McKeown My Background Introduction • To introduce / review some key tools and techniques used Objectives in marketing TEFL - • To relate these to the particular context of organisations in Teaching English a range of different organisations and sectors as a Foreign Language • To consider how Web 2.0 - social networks, the world wide web and the internet - can help those responsible for marketing a range of products and services. Overview • PowerPoint -supported inputs, with discussion • Small group agendas and cases Business and • Assignment: requirement and guidance. management When you complete this module you should be better able: Outcomes • To identify some current marketing tools and techniques which can be used in your organisation Online • To relate them to the generic marketing planning process • To identify potential for better informed decision making and action in your organisation. Joseph Schumpeter The McKeown Model Five different types of innovation: • New products Enterprise • New methods of production • New sources of supply INNOVATION MARKETING OPERATIONS PEOPLE FINANCE • Exploitation of new markets Generating Marketing Processes Recruitment Cash, Profit Ideas Research and Selection and Assets • New ways to organise business. . Screening Marketing Suppliers Motivation Budgets and Options Mix and Rewards Business Plans Selecting Marketing Quality Appraisal Business the Best Planning Assurance and Training Support Option Network 2014 Arthur McKeown

Managing Resources for Marketing Effectiveness An Entrepreneurial Nun Disruptive Innovation in Airlines Sister Celine Castleblayney The Future of Work Clayton Christensen Disruptive Innovation www.thinkers50.com Marketing Mentor Some Resources www.bookboon. com User name ulster Password ulster 2014 Arthur McKeown

Managing Resources for Marketing Effectiveness Mind mapping Thinkers50 (2013) Linda Hill Clayton Christensen Herminia Ibarra W. Chan Kim Marshall Goldsmith & Renée Mauborgne Pankaj Ghemawat Roger Martin Jim Collins Don Tapscott Daniel Pink Vijay Govindarajan Lynda Gratton Rita McGrath Amy Edmondson Michael Porter Assignment Bain 25 (2013 ) Introduce your context : organisation, its • Balanced scorecard business activities, your role, etc. • Open innovation • Benchmarking • Outsourcing Some significant factors in the macro • Big data analytics • Price optimization models environment • Business process reengineering • Satisfaction and loyalty management • Change management programs • Scenario and contingency planning Marketing plan , as pecha kucha • Complexity reduction • Social media programs • Core competencies • Strategic alliances Reflective statement • Customer relationship management • Strategic planning • Customer segmentation • Supply chain management Annotated bibliography • Decision rights tools • Total quality management Peter Drucker • Downsizing • Zero-based budgeting • Employee engagement surveys • Mergers and acquisitions • Mission and vision statements A Starting Point Some Definitions of Marketing Marketing is the management process responsible for identifying, anticipating and satisfying customer • “The term Audience Development describes activity requirements profitably. which is undertaken specifically to meet the needs of Chartered Institute of Marketing existing and potential audiences and to help arts [and cultural] organisations to develop on-going Marketing is the social process by which individuals and relationships with audiences. groups obtain what they need and want through creating and exchanging products and value with others. Kotler • It can include aspects of marketing, commissioning, programming, education, customer care and Selling goods and services that don’t come back to customers who do. distribution.” Anon Arts Council of England 2014 Arthur McKeown

Managing Resources for Marketing Effectiveness Political Changes Megachange 2050 • Population • Ageing Scotland? • Urban • Rise of Africa Ukraine? • Social • More women working • Technology Fracking • Facebook • iPad • Obesity • Political levelling of inequality • Size and role of the state • Rise of China • “Black swan” • Innovation in biology and health care • 3D printing • Food – more people, more demand Belfast’s Industrial Heritage Changes in Education Ken Robinson Local entrepreneurs Technology William Dargan Lillian Bland 2014 Arthur McKeown

Managing Resources for Marketing Effectiveness Richard Branson Sean Quinn Reggae Reggae Sauce The Sausage Entrepreneur Bill O’Hagan, 1944 - 2013 3D Printing FitBit Webquest What is FitBit? To what extent is it an example of entrepreneurship in action ? 2014 Arthur McKeown

Managing Resources for Marketing Effectiveness The Marketing Process Needs and Wants Inputs Find out what your customers want ... • Processing … then provide what your customers want ... • Outputs … and keep doing it - well! • Good quality inputs The right tools and techniques Better outputs Why people make purchases Maslow’s Hierarchy of Needs Survival - Food and drink, clothes and shelter • Self protection - Insurance, pensions, AA • Social - Party dresses, sports equipment • ... getting more customers • Self esteem - Swanky briefcases • … getting those we have to spend more • Self actualisation - Activity holidays • … both! • Types of Market Research Some Concepts Secondary Primary S T E E P Stakeholders SWOT • Books and journals • Questionnaires • Market reports • Telephone Strengths Employees • • Changing • Online • Group interviews • Weaknesses • demographics Senior • Opportunities • management team The marketing research process Online technologies Threats • • • Define objectives Customers Local, national and • • • Develop the research plan • Collect and analyse the data Suppliers international • • Interpret and report the findings economy Local community • Quantitative research Qualitative research Green agenda and • Government • climate change • More open-ended questions, • Asks closed questions requiring specific answers using: Sustainability • • Face-to-face interviews • Lets the user put percentage figures to findings. • Telephone interviews • Postal surveys • Group discussions in focus groups • … or a mixture. The Marketing Mix Market Research • P roduct • P eople • What are you selling? • Who is involved in service delivery? • P rice • P rocesses • How much will it cost? • How will you deliver the www.keynote.co.uk services offered? P romotion • Secondary • P hysical evidence • • How will you tell customers • Key Note about it? • What premises, facilities, other Film Market June 2006 • Music Industry April 2006 tangibles do you need? • P lace / Distribution • William Cohen Primary • • How will you get it to your • Box office data customers? • Questionnaires • Focus groups SurveyMonkey 2014 Arthur McKeown

Managing Resources for Marketing Effectiveness Product / Benefits Pricing • Innovation and new product development Cost-based • Bigger / Smaller • • Faster • More healthy • What does it cost to make it? • More fashionable • Material + Labour + Overheads + Profit = • More convenient Selling price Cheaper • • The benefits Customer-based • To the consumer • To the customer • • How much are customers prepared to pay? • Product life cycle Competitor-based • • How much are competitors charging for the same thing? • … or a mixture ... Promotion Advertisements Options include • Advertising • Exhibitions and trade shows • Public relations and sponsorship • Personal selling ? www.tv-ark.org.uk More Advertisements Place / Distribution • Distribution channels • Wholesalers • Retailers • Direct • Marketing on the Internet • B2C - Selling to consumers • B2B - Business to business 2014 Arthur McKeown

Managing Resources for Marketing Effectiveness Customer Journey Mapping Marketing Planning Principal sections • Introduction • Analysis • STEEP analysis • SWOT analysis • Stakeholder analysis • Customers • Competitors Philip Kotler • Your USP • The marketing mix - 4(+) Ps • Product • Pricing • Promotion • Place / Distribution • Recommendations for further action - with Gantt chart Stage Gate Model Ansoff Matrix Igor Ansoff Porter’s Five Forces Michael Porter 2014 Arthur McKeown