The role of marketing in any organization is to improve performance by establishing and nurturing worthwhile relationships (for companies, “worthwhile” usually means profitable) with customers, clients, sponsors, or other stakeholders. The professional practice of marketing, however, is more complicated than the unfortunate media-created stereotypes of fast-talking salespeople and manipulative advertisers. Indeed, marketers have many ways to win. This note explains the major choices that all marketers face and the ways in which marketing decisions can be made to obtain winning relationships with stakeholders.
The role of marketing in any organization is to improve performance by establishing and nurturing worthwhile relationships (for companies, "worthwhile" usually means profitable) with customers, clients, sponsors, or other stakeholders. The professional practice of marketing, however, is more complicated than the unfortunate media-created stereotypes of fast-talking salespeople and manipulative advertisers. Indeed, marketers have many ways to win. This note explains the major choices that all marketers face and the ways in which marketing decisions can be made to obtain winning relationships with stakeholders. Please note that this product replaces the previous version "Note on Marketing Management" product no. 9A99A032.
A new line of chilled ready meals has been developed after significant technological breakthroughs in food processing by Maple Leaf Consumer Foods. The chilled ready meals category in Canada is expected to exceed $200 million by 2011, and plans call for Maple Leaf to own more than half the category by that time. In the (A) case in this four-part series, the vice president of innovation and brand development is convening a group meeting to finalize ambitious launch plans for Maple Leaf Simply Fresh.
In this supplement to Maple Leaf Simply Fresh (A), the launch team is preparing for questions that senior management is expected to ask (before giving the final go-ahead) about how the team plans to mitigate risks during the launch.
In this supplement to Maple Leaf Simply Fresh (A), the results of the first year after the launch and the next challenges the team faces are discussed.
Test marketing is an important aspect of market research. This technical note deals with why test marketing is undertaken and how to do it. Topics include test market design, selection of test markets, length of test and interpretation of results.
Test marketing is an important aspect of market research. This technical note deals with why test marketing is undertaken and how to do it. Topics include test market design, selection of test markets, length of test and interpretation of results.
The chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian retailers are resisting the change, claiming greater price sensitivity in their consumer base. The CEO thinks he needs a detailed test marketing plan to offer to selected retailers.
The chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian retailers are resisting the change, claiming greater price sensitivity in their consumer base. The CEO thinks he needs a detailed test marketing plan to offer to selected retailers.
Marketing improves an organization's performance by establishing and fostering profitable relationships with customers. This note details the major choices faced by marketing professionals and the 10 steps for preparing a successful marketing plan.
The chief executive officer and the marketing director of Saku Olletehase AS of Estonia must decide on the company's product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. While domestic beer sales have fallen, the company has experienced increases in other product lines such as alcoholic long drinks, cider and non-alcoholic beverages, which compliment its existing agreement to sell Pepsi and 7Up. For the last three years, the company has had the exclusive right to resell three well-known international beer brands (Guinness, Kilkenny and Carlsberg) in Estonia. With so many options and finite marketing resources, the company needs to decide where to focus its effort.
This note is intended to elaborate on the many dimensions of retail location analysis and decisions. Location is a retail marketing decision that is typically difficult to change frequently, yet it determines access to customers, investments in building and equipment, and many operating costs such as rent, utilities and taxes. In short, it deserves careful attention. This note may be used with product 9B05A031, Note on Retail Convenience.
A retail marketing strategy is intended to accomplish performance objectives. This note examines what performance dimensions retailers typically use, how one might assess retail performance, and most importantly, how a focus on performance can assist in making decisions about retail marketing strategy.
Value means much more than simply price, more than the money the customer pays and the money the retailer gets. Value is the perception that customers have (or may be convinced to have) of the total package of benefits received at a price from the retailer. Price from the customer's perspective then becomes an indicator, a measure of the promised value. If the benefits appear to be substantially higher than the cost (the price being asked), the customer perceives the retailer to be offering good value and a sale is likely. On the other hand, if the cost is perceived as higher than the benefits, the value is note there for the customer. When customers say the price is too high they also mean the value is too low. This note explores value and price from the retailer's perspective, including ways retailers set and change price.
Assortment is generally the major element of the retail marketing offer and is central to any effective retail marketing strategy. A well-defined and executed assortment strategy can be powerful in differentiating the total retail offering from other retailers. This note is about the assortment choices that retailers face. Assortment is what the retailer manages; selection is what the customer perceives to be offered by the assortment provided. This note explores assortment strategies, ways of making assortment decisions, category management and more.
Every retailer faces competition, either directly or indirectly. This note examines how a retailer can systematically conceptualize and analyze his or her competition in order to make better retail marketing decisions. The two key topic areas are retail formats (a way to classify retail competitors) and competitive analysis. Every retailer needs to find some reason why customers should buy from him or her rather than from a competitor - in short, a competitive advantage. Gaining competitive advantage requires not only customer understanding, but also competitive understanding.
This note is intended to elaborate on the many dimensions of retail location analysis and decisions. Location is a retail marketing decision that is typically difficult to change frequently, yet it determines access to customers, investments in building and equipment, and many operating costs such as rent, utilities and taxes. In short, it deserves careful attention. This note may be used with product 9B05A031, Note on Retail Convenience.