design marketing programs

new perspective on marketing
strategy and tactics behind marketing programs have changed dramatically in recent years as firms have dealt with enormous shifts in their external marketing environments.
integrating marketing programs and activities
creative and original thinking is necessary to create fresh new marketing programs that break through the noise in the marketplace to connect with customers.
personalizing marketing
All of these approaches are a means to create deeper, richer, and more favorable brand associations.
personalizing marketing concepts
experiential marketing, one-to-one marketing, permission marketing
essential marketing
focuses on customer experience, focuses on the consumption situation, uses electric methods and tools
one-to-one marketing: competitive rationale
consumers help add value by providing information, firm adds value by generating rewarding experiences with information
one-to-one marketing: consumer differentiation
treat different consumers differently, devote more marketing effort on most valuable consumers (and customers)
one-to-one marketing: five key steps
identify consumers individually, differentiate them by value and needs, interact with them more cost-efficiently, customize some aspect of the firm’s behavior, brand the relationship
permission marketing
marketing to consumers only after gaining their express permission
-“Encourages consumers to participate in a long-term interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages.”
5 steps in permission marketing
1. Offer prospect an incentive to volunteer.
2. Offer interested prospect a curriculum over time, teaching consumers about product.
3. Reinforce incentive to guarantee that prospect maintains the permission
4. Offer additional incentives to get more permission from the consumer.
5. Over time, leverage the permission to change consumer behavior toward profits.
integrating the brand into supporting marketing programs
product strategy, pricing strategy, channel strategy
product strategy
consumers experience with a brand, at heart of great brand is invariably a great product,
perceived quality
customer’s perception of the overall quality or superiority of a products or service compared to alternatives and with respect to its intended purpose.
quality dimensions
performance, features, conformance quality, reliability, durability, serviceability, style and design
performance
Levels at which the primary characteristics of the product operate
features
Secondary elements of a product that complement the primary characteristics
conformance quality
Degree to which the product meets specifications and is free of defects
reliability
Consistency of performance over time and from purchase to purchase
durability
Expected economic life of the product
serviceability
Ease of servicing the product
style and design
Appearance or feel of quality
relationship marketing
based on the premise that current customers are the key to long term brand success
mass customization
make products fit customer’s exact specifications. can reduce inventory, saving warehouse space. can be powerful when applied to internet commerce
aftermarketing
marketing activities that occur after customer purchase
seven after marketing activities
• Establish and maintain a customer information file
• “Blueprinting” customer contacts (id and characterize points of interaction)
• Analyze customer feedback
• Conduct customer satisfaction surveys
• Formulate and manage communications program
• Host special customer events or programs
• Id and reclaim lost customers
loyalty programs
create stronger ties to customers
-“identifying, maintaining, and increasing the yield from the firm’s best customers through long-term, interactive, value-added relationships”
pricing strategy
price premiums are among the most important brand equity benefits of building a strong brand
channel strategy
manner by which a product is sold or distributed can have a profound impact on the resulting equity and ultimate sales success of a brand
-includes design and management of intermediaries
direct channels
selling through personal contacts from the company to perspective customers by mail, phone, electronic means, in person visits, and so forth
indirect channels
Selling through third-party intermediaries such as agents or broker representatives, wholesalers or distributors, and retailers or dealers
pull strategies
manufacturer devotes marketing efforts to the end consumer
push strategies
marketers can devote their selling efforts to the channel members themselves, providing direct incentives for them to stock and sell products to the end consumer
channel support
two such partnership strategies are retail segmentation activities and cooperative advertising programs.
cooperative advertising
manufacturer pays for a portion of the advertising that a retailer runs to promote the manufacturer’s product and its availability in the retailer’s place of business
retail segmentation
retailers are “customers” too
web strategies
advantage of having both a physical “brick and mortar” channel and a virtual, online retail channel