Strategic Marketing - Contemporary Issues by Prof. Jayanta Chatterjee,Department of Management,IIT Kanpur.For more details on NPTEL
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Coca-Cola VP Jonathan Mildenhall's Guest Lecture on Creative Excellence
Uploaded on 11 May 2011
Coca-Cola's VP of Global Advertising Strategy & Creative Excellence and MMU graduate, Dr Jonathan Mildenhall, gave a guest lecture at the MMU Business School entitled 'A Manifesto for Creative Excellence at the Coca-Cola Company'.
In this video Dr Mildenhall talks about how Coca-Cola approaches brand communication strategy and creativity across its global brands.
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Manchester Metropolitan University
Advertising, Marketing, and Public Relations: On the Rise
Uploaded on 14 Mar 2011
Who came up with those Apple commercials with the dancing silhouettes? How did the Coca-Cola polar bears campaign go from conception to completion? Get an insider's look at the Mad Men of advertising who come up with your favorite ads and market your favorite products. Hear from employees at major players in the traditional advertising industry and product managers who lead marketing and research for major brands. This year's "On the Rise" is designed to help you explore a career in advertising, marketing and public relations and uncover the paths you can take after graduation. Panelists will be discussing the industry, current work and future trends they see becoming popular. There will also be time set aside to answer your questions about advertising, marketing and public relations.
This panel was filmed as part of Taking the Next Step 2011
Firms that are not market leaders in their industry or product category are trailing firms. One or two of them could be close competitors to the market leader and they can be termed as runner-up firms. These firms can take the role of challengers when they make aggressive efforts to further their market share or they can be termed followers when they keep quiet and maintain their market share.
There are successful trailing firms which challenged and became industry No. 1 firms. Canon is one such example in copiers. Toyota is now the world No. 1 company in automobiles; it displaced General Motors.
The challenger companies have to attack the leader, other comparable firms, and smaller firms in their bid to gain market share.
Attack has a greater probability of success when there is customer dissatisfaction with the current leader. There is a gap in the market which the leader is not serving. Comparable firms can be successfully attacked when they are underfinanced and are charging excessive prices and customers are showing dissatisfaction. Similarly, underfinanced smaller firms can be attacked to gain market share.
With each attack, the challenger may hope to gain a reasonable increase in its market share.
Challenger Marketing: Succeeding In Today's B2B Battleground
Published on 21 May 2014
Brent Adamson, co-author of "The Challenger Sale," kicked off the 2014 Content2Conversion Conference for B2B marketers by introducing the concept of challenger marketing. In this session, Adamson challenged marketers to rethink content marketing and lead generation by leading with commercial insight.
From challenger brand to No. 1
Published on 25 Mar 2014
The Big Rethink 2014 US - The 360° CMO
March 13th 2014 / New York, NY
What does it take to challenge the dominant brand in your category? In addition to a great product, you need a marketing plan with the courage to challenge the status quo. In this session, a CMO and his agency partner discussed what it takes for a brand to spark growth and innovation within a category, how to reshape the category and become No. 1, and how to hold onto the challenger brand mentality to maintain its leadership and no. 1 position.
Peter McGuinness
Chief marketing and brand officer, Chobani
B2B Marketing - Organizational Buying Processes and Buying Behavior:
B2B Buing Process
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woltersworld
Shawn Burns, Global Vice President, Digital Marketing at SAP and Dan Barnicle, MD, SapientNitro, share SAP's Business-to-Business (B2B) Marketing Strategy at the Adobe Summit 2013. They explain how a shift has occurred in the business-to-business (B2B) marketing space making it time to rethink outdated notions of the B2B Customer
Experience. Learn how SAP is addressing today's digital marketing challenges and is optimizing customer experience by integrating Search Marketing, Content Optimization, and Social Media to effectively drive brand awareness, leads and sales conversions.
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SA:P
The Four Minute Mile & Its Implications for B2B Marketers
Google Small Business
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Uploaded on 28 Oct 2011
Dr. Yoram Wind, Lauder Professor at the Wharton School of Business, examines some of the limits of the mental models of marketing and ways to expand our thinking to increase creativity and value.
Organization buying is the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. (Webster and Wind)
Some of the characteristics of organizational buyers are:
1. Consumer market is a huge market in millions of consumers where organizational buyers are limited in number for most of the products.
2. The purchases are in large quantities.
3. Close relationships and service are required.
4. Demand is derived from the production and sales of buyers.
5. Demand fluctuations are high as purchases from business buyers magnify fluctuation in demand for their products.
6. The organizational buyers are trained professionals in purchasing.
7. Several persons in organization influence purchase.
8. Lot of buying occurs in direct dealing with manufacturers.
Organizational Buying Situations
Straight rebuy
In this buying situation, only purchasing department is involved. Thet get an information from inventory control department or section to reorder the material or item and they seek quotations from vendors in an approved list.
The "in-suppliers" make efforts to maintain product and service quality. The "out-suppliers" have to make efforts to get their name list in the approved vendors' list and for this purpose they have to offer something new or find out any issues of dissatisfaction with current suppliers and promise to provide better service.
Modified rebuy
In this buying situation, there is a modification to the specifications of the product or specifications related to delivery. Executives apart from the purchasing department are involved in the buying decisions. The company is looking for additional suppliers or is ready to modify the approved vendors list based on the technical capabilities and delivery capabilities.
New task buy
In this situation, the buyer is buying the product for the first time. As the cost of the product or consumption value becomes higher, more number of executives are involved in the process. The stages of awareness, interest, evaluation, trial, and adoption will be there for the products of each potential supplier. Only the products which pass all the stages will be on the approved list and price competition will follow subsequently.
Systems buy
Systems buying is a process in which the organization gives a single order to a single organization for supplying a full system. The buying organization knows that no single party is producing all the units in the system. But it wants the system seller to engineer the system, procure the units from various vendors and assemble, fabricate or construct the system.
Organizational Buying/Purchasing/Procurement Process
Dr. Sangeeta Sahney, Department of Management, IIT Kharagpur.
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NPTELHRD
Azercell presented: Jack Trout - Positioning around the world
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Published on 30 Apr 2012
Jack Trout - Positioning around the world
Presented by Azercell Telecom LLC
November 30, 2011
Target Market
Buyers for a generic product constitute a market. But different buyers may have different preferences for attributes of a generic product. A marketer may have to focus on a particular group of potential buyers for a product with specific attributes. This focus is termed as targeting. Market segmentation is the effort to isolate groups of potential buyers having similar preferences for attributes of a product. Instead of mass marketing a single product, segmented marketing is done at four levels: segments, niches, local areas and inviduals.
Markets can be segmented in a number of ways.
Market Segmentation
Two broad groups of variables are used to segment consumer markets. One group of variables is consumer characteristics. The other group of variables is behavioral characteristics. Behavior is consumer response in terms of benefits sought or occasions when the product is used.
Consumer characteristics used for market segmentation include geographic, demographic and psychographic characteristics.
