Practice of Marketing

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Practice of Marketing

• Lecturer Stephen Ginns
• A marketing decision simulation
• Rules
• Seminars Real and Virtual
• Virtual Lectures.

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Todays Tasks

• The Marketing Game - what it is
• Assessment
• 50 from the Game
• 50 from a 1½ hour exam (scenario)
• 30 minimum mark required in BOTH PARTS
• Average 40 or above
• Lectures and Workshops.

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Overview

• Long Term Perspective
• Focus on Marketing Planning
• Focus on Strategic Issues
• Competitive Environment
• Rapid Feedback.

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The Process

• Analysis of Company Results
• Planning and Budgeting
• Marketing Plan decisions
• Upload Decisions (Friday lt3pm)
• Game Simulation is Run
• Results on the Internet (Friday gt10)
• Reports on ftp site or website (Friday gt10).

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Bad News! Or is it good?
Marketing has unfortunately been reduced to a 1 P
(promotion) function when it should be the driver
of business strategy.
The problem is that most marketers dont have the
financial and strategic competencies to assert
more influence and warrant board membership.
Part of the answer is to train marketers in
broader business skills.
Philip Kotler, Marketing Business, January 2004
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Bad News! Or is it good?
Unless the marketing people are involved in the
capital investment in the business, in how range
and product come onstream and in how to offer
service to meet customer needs they are not doing
marketing.
They might be doing sales promotion or
advertising, but not marketing.
After Tim Mason Marketing Director, Tesco Ltd.
Quoted in the Grocer, Sep 2003. And in
Distribution Management assignment, December 2003
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Bad News! Or is it good?
PY Gerbeau The Millennium Dome
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Industry Environment

• Market Growth
• Technological Environment
• No Major innovations Expected
• Yearly Revision Cycle
• Competitive Environment
• Type of Competition depends on Firms Decisions

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The Market Segments
Six Product-Market Segments
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Past Sales by Market Segment
Voice Recognition Device
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Distribution Channels
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Product Features
Voice Recognition Device - Product 1

• Number of Special Commands (5-20)
• Error Protection (1-10)
• Ease of Learning (1-10)

Starting position 8, 3, 3
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Response Functions
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Marketing Responsibilities (1)

• Product
• Features (Product Modifications)
• Price
• Wholesale Price
• Place
• Distribution Intensity in each channel
• Promotion
• Advertising - Spending
• Selling - Number of Sales Reps in each Channel
• Customer Service
• Spending
• Market Research
• 6 Reports may be Purchased
• Production
• Number of Units

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Budget Items - Level 1

• RD Product Modification Costs
• Sales Force Salaries and Severance Pay
• Advertising Expense
• Customer Service Expense
• Market Research Reports Expense

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Workshop Activities Week One

• Familiarize yourself with this Coursebook
• Study the TMG program on the BTC Computers or
  available from www.sginns.co.uk
• Practice using input at level one (note starting
  point)
• Find out about uploading files
• Sort yourselves into groups 3 or 4 which is not
  2 or 5!

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Start Page Level 1
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Input Form Level One
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Proforma
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www.sginns.co.uk
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