Business Management : Marketing and Communications IBMI Certification

International Business Management Institute

Business Management : Marketing and Communications

10 chapters | 3 hours

Course Content

1. Introduction

2. The Customer

4 Topics

3. Marketing Mix (4P)

5 Topics

4. New Models: 7P, 4C, SIVA

4 Topics

5. Marketing Environment

3 Topics

6. Marketing Strategies

4 Topics

7. Segmentation & Positioning

4 Topics

8. Marketing Performance

2 Topics

9. Digital Marketing

2 Topics

10. Case Study & Conclusion

2 Topics

Marketing and Communications - Exam

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https://www.ibm-institute.com/courses/marketing-communications/

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$14/-

International Business Management Institute

Berlin Germany

Business Management :

Marketing and Communications

Certificate ID 355085-161-xxx-xxx

Issue Date: xxxx-xx-xx

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* 1. Introduction

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Welcome to Marketing & Communications!

From a societal சமூக point of view, marketing is the link between a society’s requirements and its 

economic patterns of response. Marketing satisfies these needs through exchange processes and 

building long-term relationships.

Marketing can be looked at as an organizational function and as a set of processes for creating, 

delivering and communicating value to customers, and managing customer relationships in ways 

that benefit the organization and its shareholders. Marketing is the science of choosing target 

markets through market analysis and market segmentation, as well as understanding consumer buying 

behavior and providing superior customer value.

The set of engagements necessary for successful marketing management include:

(7)

* capturing marketing insights

* connecting with customers

* building strong brands

* shaping the market offerings

* delivering and communicating value

* creating long-term growth

* developing marketing strategies and plans

Noted Harvard Professor of Business Theodore Levitt states that the purpose of all business is to 

“find and keep customers”. The only way you can achieve this objective is to create a competitive 

advantage. That is, you must convince potential buyers that what you have to offer them comes 

closest to meeting their particular need.

Every organization has a set of functional areas (e.g. purchasing, manufacturing, finance, 

human resources, marketing, etc.) in which tasks that are necessary for the success of the organization 

are performed. These functional areas must be managed if they are to achieve maximum performance. 

Marketing differs from the other functional areas in that its primary concern is with exchanges 

that take place in markets outside the organization (e.g. customers, competitors, public relations, 

transport, etc).

Intro.!!!!!!! :

Marketing is the creation, communication, and delivery of value as well as the management of 

customer relationships for a lifetime.

(CCD)

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* 2. The Customer :

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In this chapter, we will focus on one of the most important essentials of marketing: the basic need, 

demand, want and value of customers. We will then discuss how customers make decisions and how exchanges 

take place between companies and their clients.

Lesson Content

Customer Needs

Customer Decision Process

The Exchange Process

Evolution of Customer-Centered Marketing

* Customer Needs

----------------

Although many variations of the definition of marketing exist, they all include the same primary determinant: 

Success is achieved by meeting the customer’s needs. All the time, effort, and money put into marketing aim 

to meet the needs of the customer.

  

  -------- -------- -------- --------

  \ Basic \ \     \ \       \ \      \

  / Needs / / Wants / / Demand / / Values /

  -------- -------- -------- ---------

  

* The most basic needs are those inherent உள்ளார்ந்த to all human beings. For example, people have physiologic needs, 

for food, water, and sleep, in addition to safety, social, and personal needs.

* As individuals grow in their environment, and into their own personality, these needs become wants. For example, 

when someone is hungry, perhaps ஒருவேளை the person does not want a piece of bread with water, but a pizza with 

juice, because he has seen a commercial that advertised pizza and juice.

* The next question is, whether a person can actually afford to purchase the item. If yes, this then creates a 

demand for the product. A want combined with the ability to pay creates demand.

* When multiple purchase options are available, a multitude கூட்டம் of factors play into the consumer’s decision, 

such as price, personal tastes, and preferences. Ultimately though, a consumer most likely chooses the option that 

provides the most value. Value is typically viewed as the subjective relationship between the உணரப்பட்டது  perceived 

benefits and perceived costs of a product or service.

In the quest தேடலை to meet customer needs, wants, and demand, while providing maximum value, companies 

employ a wide array of activities to make their marketing more effective. Through their own interactions with 

their customer base, as well as the feedback through now mostly online media, companies can gauge பாதை the pulse 

of their customers on a day-to-day, real-time basis.

Truly successful marketing organizations use this market intelligence, and their own operational efficiency, 

to adapt to any situation, while continually focusing their energy and strategy on meeting the customer’s needs.

* Customer Decision Process

The Consumer or Buyer Decision-Making Process is the method used by marketers to identify and 

track the decision-making process of a customer journey from start to finish. It is broken down 

into five individual stages:

---------------------------------------

| 1. Need Recognition |  |

------------------------------------|------

  |  2. Information Search v |   |

  ------------------------------------|-------

    | 3. Evaluation   v | |

    ------------------------------------|--------

      | 4. Purchase v  |     |

      -------------------------------------|---------

     | 5. Post-Purchase Evaluation    v      |

         --------------------------------------------

 

1. Need Recognition

The customer decision process begins with need identification. Whether we act to resolve a particular 

problem depends upon two factors: the magnitude of the discrepancy முரண்பாடு between what we have and 

what we need, and the importance of the problem. This involves the concept of consumer motivation, which 

is the internal drive consumers experience to fulfill conscious and unconscious wants and needs. Once the 

problem is recognized, it must be defined in such a way that the consumer can actually initiate the action 

that will bring about a relevant solution.

2. Information Search

The next step is information search and processing. After a need is recognized, the prospective consumer 

may seek information from family, friends, personal observation, consumer reports, salespeople, or mass media. 

The promotional component of the marketer’s offering is aimed at providing information to assist the consumer 

in their problem-solving process. If the buyer can retrieve relevant information about a product, brand, or 

store, he or she will apply it to solve a problem or meet a need.

3. Evaluation

The criteria used in the evaluation of alternatives vary from consumer to consumer. One consumer 

may consider price the most important factor while another may put more weight upon quality or 

convenience. The search for alternatives is influenced by such factors as time and money costs, 

how much information the consumer already has, the amount of the perceived உணரப்பட்டது risk if a 

wrong selection is made, and the consumer’s disposition toward particular choices.

4. Purchase

During the purchase phase of the decision-making process, the consumer may form an intention to buy 

the most preferred brand because he has evaluated all the alternatives and identified the value that 

it will bring him. Anything marketers can do to simplify purchasing will attract buyers. Providing basic 

product, price, and location information through labels, advertising, personal selling, and public relations 

is an obvious வெளிப்படையானது starting point. Product sampling, coupons, and rebates may also provide an 

extra incentive to buy.

5. Post-Purchase Evaluation

A consumer’s feelings and evaluations after the sale come into play during the post-purchase phase. 

These feelings can influence customer retention தக்கவைத்தல் and influence what the customer tells 

others about the product or brand. The marketer may take specific steps to reduce post-purchase 

dissonance ஒத்திசைவு. Advertising that stresses the many positive attributes or confirms the 

popularity of the product can be helpful.

Intro.!!!!!!! :

The Customer Decision Process includes 5 stages: 

need recognition, information search, evaluation, 

purchase and post-purchase evaluation.

* The Exchange Process

The exchange process is the act of obtaining a desired object from someone by offering something 

of value in return. The exchange between the person in need (i.e., someone who offers money, time, 

labor or some other personal resource) and the organization selling the product, service, experience, 

or idea results in a transaction.

Customer  Seller

Values Values

Money, time,     =><= Product, Service,

credit, labor, Experience, idea,

  etc.    etc.

Customer Values-MTCL

Seller Values-PSEI

Note : For the "The Exchange Process" refer to the exact image from the local folder of IBMI.

convincing potential -நம்பகமான திறன்,drastically-கடுமையாக,competes-போட்டியிடுகிறது

The top goal of any marketing organization is to facilitate and help increase sales transaction 

by convincing potential consumers and existing customers to buy their company’s product or service.

With the emergence of the internet, the nature of the marketing exchange has changed drastically. 

Today’s consumers have access to far more and far better information. They also have many more 

choices. Businesses must provide personalized, relevant and high-quality content that competes 

with a fast, ever-changing competitive landscape.

The exchange process allows the parties to assess the relative trade-offs they must make to satisfy 

their respective needs and wants. For the marketer, analysis of these trade-offs is guided by company 

policies and objectives. For example, a company may engage in exchanges only when the profit margin is 

10% or greater.

customers seldom write down வாடிக்கையாளர்கள் எப்போதாவது எழுதுவார்கள்

Customers also have personal policies and objectives that guide their responses in an exchange. 

Unfortunately, customers seldom எப்போதாவது write down their personal policies and objectives. Even more 

likely, they often do not understand what prompts them to behave in a particular manner. This is the 

mystery or the “black box” of customers behavior that makes the exchange process so unpredictable and 

difficult for marketers to understand.

When potential customers are not satisfied, the exchange falters பரிமாற்ற தவறுகளை and the goals of the marketer 

cannot be met. As long as customers have free choice and competitive offerings from which to choose, they are 

ultimately in control of the marketplace.

The potential customers, in commercial situations, “vote” (with their dollars) for the market offering that they 

feel best meets their needs. An understanding of how they arrive at a decision allows the marketer to build an 

offering that will attract buyers. Two of the key questions that a marketer needs to answer relative to buyer 

behavior are:

* How do potential customers go about making purchase decisions?

* What factors influence their decision process and in what way?

The answers to these two questions form the basis for target market selection, and, ultimately, the design 

of a market offering and strategy that we will discuss later in this course.

Quote : !!!!!!!

Selling may be viewed as a process in which two individuals exchange items of value. In the most simple 

situation, the customer receives a product and the seller receives money. In reality, it is likely that

buyer and seller exchange attributes with both physical and psychological values.

catered-வழங்கப்பட்டது

* Evolution of Customer-Centered Marketing

The evolution from production-oriented organizations to marketing-oriented organizations was driven by a shift 

toward a marketplace that catered to meeting customer wants and needs rather than strictly delivering product 

features and functionality.

--------------- --------------- --------------- ---------------

|   Product   | |   Selling   | | Marketing   | |   Holistic  |

| Orientation |  => | Orientation |  => | Orientation |  => | Orientation |

--------------- --------------- --------------- ---------------

Product Orientation

The product orientation of marketing focuses solely on the product a company intends to sell. 

This orientation was popular during the 1950s. A firm employing a product orientation is chiefly 

concerned with the quality of its product. A firm such as this would assume that as long as its 

product was of a high standard, people would buy and consume the product. This approach stresses 

the research and development of products in order to maintain the attention of potential customers.

Selling Orientation

As opposed to product orientation, a firm using a sales orientation focuses primarily on the selling 

and promotion of a particular product. The successful management of the relationship between the company 

and its customers defines the act of sales. It creates value for customers. Emphasis is not placed on 

determining new consumer desires, as such. Consequently, this entails simply selling an already existing 

product and using promotion techniques to attain the highest sales possible. Approaching marketing with 

a selling orientation was popular for companies in the 1960s.

Marketing Orientation

Marketing orientation is a business model that focuses on delivering products designed according to customer 

desires, needs, and requirements, in addition to product functionality and production efficiency (i.e., product 

orientation). Beginning in the 1970s, Harvard Professor Theodore Levitt and other academics argued that the sales 

orientation model was ill-equipped to deliver products tailored to customer wants and needs. Instead of 

manufacturing products for the sole purpose of generating profit, they argued for businesses to shift their 

strategy toward developing products based on customers’ desires, insights, and opinions.

Holistic Marketing

The holistic முழுமையானது marketing concept looks at marketing as a complex activity and acknowledges that 

everything matters in marketing. The four components that characterize holistic marketing are : 

relationship marketing, internal marketing, integrated marketing, and socially responsive marketing.

emphasizes -வலியுறுத்துகிறது,retention-தக்கவைத்தல்,dominant-ஆதிக்கம் செலுத்துகிறது

* Relationship marketing emphasizes customer retention and satisfaction rather than a dominant 

focus on <sales transactions>.

empower-அதிகாரம்

* Internal marketing is a process that occurs within a company or organization whereby the functional 

process aligns, motivates, and empowers employees at all management levels to deliver a satisfying 

<customer experience>.

seamless experience-தடையற்ற அனுபவம், reinforces-வலுப்படுத்துகிறது

* Integrated ஒருங்கிணைந்த marketing is an approach to brand communications where the different modes 

work together to create a seamless experience for the customer and are presented with a similar tone 

and style that reinforces the <brand’s core message>.

* Socially responsible சமூக பொறுப்பு marketing is a marketing philosophy that states a company should take 

into consideration what is in the <best interest of society in the present and long term>.

* 3. Marketing Mix (4P) :

-------------------------

--------- -----------

| Product | |   Price   |

--------- -----------

 

--------- -----------

|  Place  | | Promotion |

--------- -----------

The Marketing Mix is a tool invented by the American professor Neil Borden, to describe the 

different types of choices organizations have, when bringing a product or service to market.

The basic principles of Borden’s model were refined over the years until professor and author 

E. Jerome McCarthy reduced them to four elements, called the “Four Ps” of marketing.

Lesson Content

Product

Price

Place

Promotion

Example: Starbucks Marketing Mix

* Product :

---------   

| Product |  

---------   

tangible-உறுதியான, assessing-மதிப்பீடு

As a company evolves, it must continually assess the customers’ needs, to know whether it is providing 

the right product. In this course (as in the world of marketing) “products” can be both tangible goods or 

intangible services. In assessing which customers it wants to serve, a company gains direction in terms of 

the products or services it will offer.

The “product life cycle” is a frequently used model for analyzing a product. It identifies the stages of a 

product, by observing sales volumes over time. Traditionally, the product life cycle charts the following 

four stages:

                Product (Service) Life Cycle

 ^

 |

 | Introduction . Growth    . Maturity . Decline .

 |  Low Sales . Increasing Sales . Constant Sales . Reducing Sales .

 |  High Costs .  Reducing Costs  . Reducing Costs . Constant Costs .

 |  No Profits .  Some Profits    . Increasing Profits . Reducing Profits .

        .        ~   ~ ~ ~     . .

s|      .      ~ ~ ~ .             .

e|      .    /  .   \ . .

l|      .      /    . \ .

a|      .    /    . . \     .

S|      .      /    . .   \ .

 |      .    /    . . .

 |      .     /    . . .

 |      .   /    . . .

 |      . /     . . .

 |            /    .        . .  

 |      ~~~~~ .       . . .

 |      / .       . . .

 |     /   .       . . .

 |    /   .       . . .

 |  -    .       . . .

 |-      .       . . .

 --------------------------------------------------------------------------------->

Time

Note : For the "Product (Service) Life Cycle" refer to the exact image from the local folder of IBMI.

Product (Service) Life Cycle - IG, MD

1. Introduction Stage

This stage of the cycle could be the most expensive for a company launching a new product. 

The size of the market is still small, although it will be increasing. However, the cost of 

development, production, and marketing can be very high, especially if it’s a competitive 

sector.

2. Growth Stage

The growth stage is typically characterized, by strong growth in sales and profits, and the 

company starts to benefit. This makes it possible for businesses to invest more money in the 

promotional activity, to maximize the potential of this stage.

3. Maturity Stage

During the maturity stage, the product is established, and the manufacturer’s aim is now to 

maintain the market share they have built up. This is probably the most competitive time, for 

most products and businesses need to invest wisely in any marketing they undertake.

4. Decline Stage

Eventually, the market for a product will start to shrink, and this is what’s known as the 

decline stage. The cause of this shrinkage could be, the market becoming saturated 

(i.e. all the customers who might buy the product, have purchased it already), or the 

consumers switching to a different type of product.

Info. : !!!!!!!

The stages of a product life cycle are: 1. introduction, 2. growth, 3. maturity, 

4. decline

Win. : !!!!!!!

It is important to assess the life cycle of the products you sell. If, for example, most of 

your revenues come from products in the mature or decline phases of their life cycles, you’ll 

be hard-pressed to grow your sales in the teeth of stable or declining demand. At the other 

extreme, if you’re too reliant நம்பகமான on new products, the lack of an established cash cow 

to pay for those products’ marketing and R&D could sink you. Keeping a good mix of new, 

refreshed, and established products can help stabilize your revenues, and give you 

predictable growth.

* Price :

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| Price |  

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Now more than ever, consumers are price-conscious in almost all their purchases. For companies 

trying to market their goods or services, understanding customers’ needs and wants as they 

relate to the price variable, is essential to survival. A great product priced too high will 

struggle; while a product priced too low, might be devalued in the marketplace, and hamper தடை

the company’s profit and growth potential. Thus, it is important for companies to find the right 

price point that meets both the customer’s, and the company’s needs.

Marketers generally choose from one of the following four pricing strategies, or create 

some successive combination of these strategies:

1. Penetration Pricing:

Marketers often use penetration ஊடுருவல் pricing to introduce a new product. In a penetration strategy, 

marketers set the price of an item as low as possible, to generate the greatest possible volume of sales 

for that product. The company uses penetration pricing, to motivate consumers to make their purchase 

decision based on price.

2. Perceived Value Pricing:

Perceived value உத்தேச மதிப்பு is a pricing strategy, where marketers set the price to how valuable, 

the customer believes the item to be, and therefore how much the customer is willing to pay for it. 

The gap between the cost to produce and the perceived value is irrelevant பொருத்தமற்ற to this 

மூலோபாயம் strategy. For this reason, it is most often used for luxury goods, like prestige 

fragrances வாசனை திரவியங்கள்.

3. Skimming Pricing:

In a skimming strategy மூலோபாயம், marketers set the price of the new product as high as the market will allow. 

Once the population segment மக்கள் தொகை பிரிவு that is not price-sensitive has been saturated, or the 

product has reached almost all those consumers who were ever going to buy it, marketers progress to 

incorporatea different pricing strategy.

4. Target Return Pricing:

Target Return Pricing இலக்கு வருவாய் விலை; Some companies measure the success or failure of a product 

based on the relationship of how much revenue, or in some cases profit, a product generates in relation 

to how much it costs to make the product. This measure is called return on investment, or ROI.

Info. : !!!!!!!

The strategy மூலோபாயம் a firm uses to price a product or service, can and does vary from firm to 

firm, and from product to product within a firm. Clearly, marketing professionals weigh a host of 

factors before choosing one strategy. Aside from the features and quality of the product itself, 

price is the single most powerful variable in determining the success or demise மறைவுக்கு of a product.

Win. : !!!!!!!

Today, beyond promotions and discounts, companies use dynamic pricing strategies on the internet, 

to capture even greater profits. Dynamic pricing is a “real-time” change in price, based on 

customer preferences and past purchasing habits. However, having different prices for the 

same product can backfire பின்னடைவு , if consumers become aware of it.

* Place :

--------   

|  Place |  

--------

From a marketing perspective சந்தைப்படுத்தல் முன்னோக்கு, place, also often labeled as “distribution”, 

refers to any activity designed to create value and utility by making the product(s) available. 

In any manufacturing industry, products must be made, packaged, and distributed to the point 

of sale.

If a product is a mass consumer product, it needs to be available as far and wide as possible. On 

the other hand, if the product is a premium consumer பரிசு  வாடிக்கையாளர் product, it will be 

available only in select stores. Similarly, if the product is a business product, you need a 

team which interacts with businesses and makes the product available to them.

A company could make the best product, but if it cannot get that product into the hands of the 

customers, then the company’s potential success is at risk.

Important questions are:

* Where do buyers look for your product or service?

* If they look in a store, what kind of store? A specialist boutique சிறப்பு பூட்டிக்

 or in a supermarket, or both? Or online?

* How can you access the right distribution channels?

* Do you need to use a sales force? Or attend trade fairs? 

Or make online submissions?

* Promotion :

------------   

|  Promotion |  

------------

Finally, promotion is the marketing mix variable most commonly recognized by the consumer, 

given its visual nature, such as in television advertising. Promotion, however, is not 

just a short television commercial or a massive billboard. It functions as a company’s 

communication arm, transmitting to consumers the other Ps – product, price, and place.

In today’s world of digital and mobile technology, promotion takes many new forms while 

still including traditional media. Companies use a variety of outlets to promote their 

products (and/or services). The most common promotional methods used, include the following:

 (   Advertising () Sales Promotions () Personal Selling () Direct Marketing () Public Relations (PR)   )

 

Note : For the "Five most Common Promotional Methods" refer to the exact image from the local folder of IBMI.

* Advertising:

Advertising consists of the promotion of a given product, service, or message through mass media channels, 

such as newspapers, billboards, magazines, radio, internet, and television, and is used to both inform a 

given target market and persuade சம்மதிக்க them, aiming நோக்கமாக at an increase in the use or sale of the 

company’s products or services.

* Sales promotions:

Sales promotions are found everywhere in society, such as 50% off, 0% financing, 

and the ever-popular “buy one, get one free.” Sales promotions are used to persuade சம்மதிக்க

consumers, to buy the product or service at that specific moment in time, or while the sales 

promotion lasts.

* Personal selling:

Personal selling involves a one-on-one interaction between an individual salesperson and a 

prospective client. Generally speaking, a company’s sales force is meant for personal selling. 

For years, companies have employed sales personnel to develop solid relationships with the 

customers they serve.

* Direct marketing:

Direct marketing is a much more focused and targeted promotion, than advertising. In the 

current market, direct marketing has greatly expanded its reach, because of the internet 

and mobile technology. These always-expanding channels, enable message customization and 

personalized marketing messages to be directed at a specific person, place, and time.

* Public relations (PR):

As its name implies குறிக்கிறது, PR involves relating with the public, or those considered to be 

company stakeholders பங்குதாரர்கள். PR efforts, such as press releases, sponsorship, and corporate 

literature பெருநிறுவன இலக்கியம, are used to generate positive attitudes நேர்மறை அணுகுமுறைகள்

and feelings, or goodwill, toward the company and its products and services.

* Example: Starbucks Marketing Mix

    ------   

   | CAFE |  

    ------

  | |

=============

| || |  || |  |

-------------

| | ||        | |-~O  

| | ||     ---| |  

| | || o   | || |  

| | || ^   | || |  

=================

    =================

Let’s take a look at a short and simple example: the Marketing Mix of American coffee chain 

company Starbucks.

* Product: 

Starbucks specializes in coffee and related beverages. The company sells coffee and espresso 

beverages, cold blended beverages, as well as a selection of premium teas. In addition, the 

firm also sells coffee-related accessories and equipment.

* Price: 

Starbucks expects to maintain or lower the price of some of its most popular beverages, including 

certain espresso beverages; and, in most markets, its popular $1.50 tall brewed coffee. 

Furthermore, it anticipates raising prices of the labor-intensive, and larger-sized beverages.

* Place: 

Starbucks coffees and teas were available in approximately 39,000 grocery and warehouse club 

stores, 33,000 of which were in the US, and 5,500 in international markets. In many cities, 

it is impossible to walk several blocks, and not run into a Starbucks store. Proximity and 

accessibility are some of the company’s greatest assets.

* Promotion: 

The company has gone to great lengths to create a “community atmosphere” among premium coffee 

lovers. The Starbucks reward program allows members to earn a free drink after a certain 

number of purchases at participating Starbucks stores. In general, Starbucks stresses quality 

above price, and other features it could emphasize வலியுறுத்துங்கள்.

* 4. New Models: 7P, 4C, SIVA :

-------------------------------

While the marketing mix was predominately முக்கியமாக associated with the traditional 4P’s of marketing, 

new models such as the 7Ps model, the 4Cs theory, as well as the SIVA model try to build upon the 

4P’s model while increasing its explanatory விளக்கமளிக்கும் power.

Lesson Content

The Extended 7P's

Example: Starbucks Marketing Mix II

The 4C Model

SIVA Model

Previous Lesson

* The Extended 7P’s

In the late 70’s it was widely acknowledged by marketers, that the marketing mix should be updated. 

This led to the creation of the Extended 7Ps Marketing Mix in 1981 by Booms & Bitner, which added 

three new elements to the 4 Ps model. The three new factors focus not on physical products, but 

services. That’s why the 7Ps model is also called “service marketing mix.

Note : For the "The Extended 7Ps Model" refer to the exact image from the local folder of IBMI.

The Old 4P's : 1* Product: 2* Price: 3* Place: 4* Promotion: 

and 

The three new factors are: 5* People: 6* Processes: 7* Physical Evidence:

* People:

All companies are reliant on the people who run them, from front line Sales staff to the Managing 

Director. Having the right people is essential because they are as much a part of your business 

offering as the products/services you are offering.

* Processes:

The delivery of your service is usually done with the customer present, therefore, how the service 

is delivered, is once again part of what the consumer is paying for.

* Physical Evidence:

Almost all services include some physical elements, even if the product is intangible புலனாகாத. 

For example, a travel agency would give their customers some form of printed material. Even if 

the material is not physically printed (in the case of PDFs), they are still receiving a kind 

of “physical evidence”.

Though existing since the 1980s, the 7Ps are still widely taught, due to their fundamental logic, 

being sound in the marketing environment, and marketers’ abilities to adapt the marketing mix to 

include changes, such as in communications (social media), updates in selling locations, or 

customers' expectations.

* Example: Starbucks Marketing Mix II

    ------   

   | CAFE |  

    ------

  | |

=============

| || |  || |  |

-------------

| | ||        | |-~O  

| | ||     ---| |  

| | || o   | || |  

| | || ^   | || |  

=================

    =================

Let’s go back to our Starbucks example.

What is the company’s marketing mix concerning People, Process and Physical Evidence?

 * People:

   Starbucks has a massive workforce. In addition, it plans to recruit around 240,000 more people 

worldwide. It is an equal opportunity employer who is committed to building a diverse workforce. 

Starbucks is also known for its investment in employee training and development. It is a 

customer-centric company, where customers are the focal point மையப்புள்ளி.

 * Process:

  * For costumers: 

  Starbucks is often a very busy place, and employees need to serve customers as efficiently as 

possible. The interaction with the customers begins with a greeting by a Starbucks employee. 

Customers will then place their food/drink order and make the payment. This is then followed 

by the order being served, and a farewell being given.

  

* For business partners: 

  The Starbuck Company’s International special activities, includes retail stores with licensing 

operations in more than 55 countries. Like other big chains such as McDonald’s, Burger King or 

Subway, Starbucks operates primarily through joint ventures and licensing arrangements, with 

consumer products business partners. This enables Starbucks to expand fast while keeping 

financial risks of store closures to a minimum.

* Physical Evidence:

  The famous Starbucks Logo (which is green and features a partially nude siren) has stayed largely 

unchanged since its origin. However, it has been altered to adjust to international sensibilities. 

Their logo is well-known and can be seen all over major cities. Their presence and recognizability 

are very important assets of the company.

* The 4C Model

  The 4Cs marketing model was developed by Robert F. Lauterborn in 1990. This relatively new approach to marketing shifts the focus from producer and product to the consumers and their needs. Instead of the focus on mass marketing of the traditional 4P marketing model, the 4C marketing model is aimed at niche marketing.

The idea behind it is that the more familiar a company is with the consumer, the better it can align its strategies and the greater its conversion rates will be. Because it is the customers who form a company’s marketing mix, the 4C marketing model makes them the main focus.

----------------  | --------------------

  The 4 Ps   |   The 4 Cs

----------------  | --------------------

Product   |   Customer solution

Price   |   Customer cost

Place   |   Convenience வசதி

Promotion   |   Communication 

----------------  | ---------------------

* Consumer Solutions:

A company should only sell a product, that addresses consumer demand. So, marketers and business researchers should carefully study the consumers’ wants and needs.

* Customer Cost:

According to Lauterborn, price is not the only cost incurred when purchasing a product. Cost of conscience and opportunity cost is also part of the cost of product ownership.

* Convenience:

The product should be readily available to consumers. Marketers should strategically place the products, for example in several visible distribution points.

* Communication:

According to Lauterborn, “promotion” is manipulative while communication is “cooperative”. Marketers should aim to create an open, two-way dialogue, with potential clients, based on their needs and wants.

Intro.!!!!!!! :

Whether you are using the 4Ps, the 7Ps, or the 4Cs, your marketing mix plan plays a vital role. It’s important to devise a plan that balances profit, client satisfaction, brand recognition, and product availability. It is also extremely important to consider the overall “how” aspect, which will ultimately determine your success or failure.

* SIVA Model :

--------------

 SIVA is a formal approach to customer-focused marketing. It stands for Solution, Information, 

 Value, and Access. This system is basically the four Ps renamed and reworded to provide a 

 customer focus. The SIVA Model provides a demand and customer-centric alternative to the 

 well-known four Ps supply-side model of marketing management.

Note : For the "4 Ps Supply-side Model of Marketing Management" refer to the exact image from the local folder of IBMI.

 Instead of....... Focus on.......

 Product Solution Desing offering by needs to solve customer's problems, not by technology,

functionality or features.

 Promotion Information Provide relevant information and maintain educational dialogue with the marketplace,

rather than one-way push communications.

 Price  Value Articulate benefits related to price, rather than focusing on cost-plus or competitors

prices.

 Place Access Allow customers to purchase when where and how they want, instead of static 

distribution.

* Solution :

The “Product” in the four Ps model is replaced by “Solution” in order to shift 

focus to satisfying the consumer needs. The product is no longer a one-size-fits-all 

offering, but rather a solution created to solve a problem for the customer. The 

customer-centric focus allows customers to feel cared for because they are offered 

a custom solution.

* Information :

The “Promotion” in the four Ps model is replaced by “Information,” which represents a broader focus. பரந்த கவனம்

Information can include advertising, public relations, personal selling, viral advertising, and 

any form of communication between the firm and the consumer. The “I” also stands for “Incentives,” such as 

trade promotions. A trade promotion is a marketing technique aimed at increasing demand for products based on 

special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, etcetera.

* Value :

The “Price” in the four Ps model is replaced by “Value,” reflecting the total value gained 

through purchasing the product. Value can be defined as the extent to which goods or services 

are perceived உணரப்பட்டது by customers to meet their needs or wants. It refers to the benefits a 

buyer receives when their needs are met. Value is measured in terms of a customer’s willingness 

to pay for a product and often depends more on the customer’s perception கருத்து of a product’s 

worth rather than its intrinsic உள்ளார்ந்த value.

* Access :

The “Place” in the four Ps model is replaced by “Access”. With the rise of the internet and hybrid 

models of purchasing, geography is becoming less relevant. Access takes into account the ease of buying 

the product, finding the product, finding information about the product, and several other factors.

* 5. Marketing Environment :

----------------------------

In this chapter, we will assess the marketing environment. We will group and classify different groups 

of relevant stakeholders and discuss how to design, implement and evaluate different communication 

strategies to reach these stakeholders.

Lesson Content

Communication to Stakeholders

Micro and Macro Environment

B2B and B2C Marketing

* Communication to Stakeholders

Stakeholders are involved in or affected (negatively or positively) by the outcome 

and impact of a marketing action, project or program. Stakeholders can be divided 

into two main categories:

* Internal Stakeholders are engaged in economic transactions with the business (for example, 

stockholders, customers, suppliers, creditors, and employees).

* External Stakeholders are affected by or can affect a business’s actions without being directly 

engaged in the business (for example, the general public, communities, activist groups, business 

support groups, and the media).

Marketing communication can be divided into two flows directed at different target audiences. 

This necessitates அவசியம் different yet compatible communication strategies. A company cannot be 

telling customers one story and stockholders another.

Preparing a good communication and marketing strategy for all stakeholders typically involves 

four key points:

    (1) Determine stakeholder groups (methodology)      --- >  (2) Assess groups with stakeholder mapping

        ^                                                       |

|                                                       |

| Stakeholder Mapping                        |

|                    ( + )                              |

|           Communication Strategy                      |

|                                                       |

|                                                       |

|                                                       |

|                                                       v

(4) Measure the effectiveness of your communication --- >  (3) Define communication strategy per group

strategy

Note : For the "good communication and marketing strategy" refer to the exact image from the local folder of IBMI.

* Determine stakeholder groups (defining the audience): List the key stakeholders that need information.

* Assess groups with stakeholder mapping: Once the stakeholders are clearly defined, you can deep-dive into assessing 

and grouping them. To do so, stakeholder mapping has proven to be the best method. You can visually organize and classify 

different stakeholders according to characteristics like significance, urgency, interest, etc.

* Define communication/marketing strategy per group: A flexible yet consistent strategy needs to be tailored for 

each stakeholder group.

* Measure the effectiveness of your communication/marketing strategy: If possible, the effectiveness of the strategy 

should be measured (with quantitative and qualitative methods).

* Micro and Macro Environment :

A successful marketing campaign increases a company’s profits and helps it reach its strategic 

goals. However, there are challenges to marketing because the business environment is constantly 

changing. Customer preferences and attitudes keep evolving and require managers to adapt rapidly. 

Another challenge involves reaching different target markets with culturally relevant propositions.

Proactive attention to the environment allows marketers to prosper by efficiently marketing in areas 

with the greatest customer potential. Reactive attention to the environment, on the other hand, can 

lead to a disconnect with potential customers and can allow competitors to gain advantages that will 

win them a higher market share.

Two key levels of the marketing environment are the micro-environment (near environment) and the 

macro-environment (far environment):

Micro and Macro Environment"

Note : For the "Micro and Macro Environment" refer to the exact image from the local folder of IBMI.

The Micro Environment:

The micro-environment includes the company itself, its suppliers, marketing intermediaries, customer 

markets, and competitors. It also includes consumers, collaborators, and centers of influence. Let’s 

take a closer look at three of them:

* The company aspect of micro-environment refers to the internal environment of the company. 

Each internal department has an impact on marketing decisions. For example, research and 

development has input on the features a product can have, and accounting approves the financial 

side of marketing plans and budgets.

* The suppliers of a company are also a part of the micro-environment because even the slightest delay 

in receiving supplies can result in customer dissatisfaction. Examples of suppliers for such companies as 

automobile manufacturers would include providers of steel, aluminum, leather, and even audio system 

manufacturers.

* Competitors include companies with similar offerings for goods and services. To remain competitive, 

a company must consider who their biggest competitors are and simultaneously consider its own size and 

position in the industry. The company should aim to develop a strategic advantage over their competitors.

The Macro Environment:

The macro-environment includes concepts such as demography, economy, natural forces, technology, politics, 

and culture.

* Demography refers to studying human populations in terms of size, density, location, age, gender, race, 

and occupation. This helps to divide the population into market segments which can be beneficial to a 

marketer in deciding how to tailor their marketing plan to attract that demographic.

* The economic environment refers to the purchasing power of potential customers and the ways in which 

people spend their money.

* Technology includes all developments from antibiotics and surgery to nuclear missiles அணு ஏவுகணைகள் and 

chemical weapons to automobiles and credit cards. As these markets develop, it can create new markets and 

new uses for products. It also requires a company to stay ahead of others and update their own technology.

* The political environment includes all the laws, government agencies, and groups that influence or limit 

organizations and individuals within a society. It is important for marketers to be aware of these restrictions 

as they can be complex and can change often. For example, regulations on packaging, such as the necessary 

inclusion of ingredients for food products or the limitation on product capability claims, must be understood 

by marketers to avoid negative public perception or sanctions கருத்து அல்லது தடைகள்.

* The cultural environment consists of institutions and the basic values and beliefs of a group 

of people. The values can also be further categorized into core beliefs, which are passed on 

from generation to generation and are very difficult to change, and secondary beliefs, which 

tend to be easier to influence. As a marketer, it is important to know the difference between 

the two and to focus your marketing campaign to reflect the values of a target audience.

Intro.!!!!!!! :

Since the business environment is constantly changing and customer preferences keep evolving, 

marketers are required to adapt rapidly. It is important to place equal emphasis on both the 

macro and micro-environment and to react accordingly to changes within them.

* B2B and B2C Marketing :

   /|    |\

  / -------------       --------------  \

 / B2B      |     | B2C             \

< Business-to- | VS. | Business-to-     >

 \ Business     |     | Consumer        /

  \ -------------       --------------  /

   \|    |/

   

There is a difference between marketing to businesses and marketing to consumers. Business-

to-Business (B2B) markets differ from Business-to-Consumer (B2C) markets in many ways and 

thus require different marketing actions.

For one, the number of products sold in business markets dwarfs சந்தைகள் குள்ளர்கள் the number 

sold in consumer markets.

" Suppose you buy a computer from Dell. The sale amounts to a single transaction for you. 

But think of all the transactions Dell had to go through to sell you that one computer. 

Dell had to purchase many parts from many computer component makers. It also had to purchase 

equipment and facilities to assemble the computers; hire and pay employees; pay money to 

create and maintain its website and advertisements; and buy insurance, accounting, and 

financial services to keep its operations running smoothly. Many transactions had to happen 

before you could purchase your computer.

Business marketing generally entails shorter and more direct channels of distribution. While 

consumer marketing is aimed at large groups through mass media and retailers, the negotiation 

process between the buyer and seller is more personal in business marketing. A single customer 

can account for a huge amount of business. Some businesses, like those that supply the U.S. 

auto industry, have just a handful of customers, i.e., General Motors, Chrysler, Ford, etc.

However, B2B and B2C marketing do share some basic principles. Namely, the marketer must always:

* successfully match the product or service strengths with the needs of a definable target market

* position and price to align the product or service with its market, often an 

intricate balance சிக்கலான சமநிலை

* communicate and sell the product in the fashion that demonstrates its value effectively to 

the target market.

* Marketing Strategies :

------------------------

  o <

 x   x\

      /

    / x

Identifying the right strategy to market your business can be challenging. How do you get 

your message to the right audience effectively, and how do you beat your competitors? 

In this chapter, we will discuss how to choose the best marketing strategy for your 

product or service.

Lesson Content

Creating a Strategy

Three Main Marketing Strategies

Tool: Ansoff Opportunity Matrix

Implementing Global Strategies

* Creating a Strategy

The benefits of a planned marketing strategy are numerous. Business owners often rely solely 

on their intuition உள்ளுணர்வு to make business decisions. While this informal knowledge is important 

in the decision-making process, it may not provide you with all the facts you need to achieve the 

best marketing results.

A marketing strategy will help you define business goals and develop activities to achieve them. 

Creating a marketing strategy generally involves the following six steps:

1. Information Gatherting

       |

   v

2. Evalution of Organization Capabilities

       |

   v

3. Identify Market Opportunities

       |

   v

4. Set Objectives of Marketing Strategy

       |

   v

5. Formulate an Action Plan

       |

   v

6. Monitor & Evaluate

      

* Information Gathering: 

Research potential customers, their needs and spending habits in order to understand what 

sort of product, service or idea they wish to buy. A specific method of information 

gathering is targeting, which is the process of finding customers whose needs and 

preferences match the product range offered by a company.

* Evaluation of Organization Capabilities: 

Decide what your organization can produce and what your organization is not capable of producing 

based on the organization’s specific strengths and weaknesses.

* Identify Market Opportunities: 

Research the current market for a product idea with no competition or strong demand.

* Set Objectives of Marketing Strategy: 

Decide what results need to be achieved in order to reach the organization’s goals. An objective 

is a specific result that an organization aims to achieve within a certain time-frame and with 

available resources.

* Formulate an Action Plan: 

List the specific steps the organization needs to take to implement the marketing plan and assign 

the responsibilities to specific staff members. One such step is product positioning, which is the 

process by which marketers try to create an image or identity in the minds of their target market. 

Action plans should be based around the 4 Ps of marketing or SIVA analysis.

* Monitor & Evaluate: 

Study the marketing plan at least once per quarter to track performance against the set objectives.

Info. !!!!!!! :

---------------

Everyone knows you need a business plan, yet many entrepreneurs don’t realize a marketing plan is 

just as vital. Unlike a business plan, a marketing plan focuses on winning and keeping customers; 

it’s strategic and includes numbers, facts, and objectives. A good marketing plan spells out all 

the tools and tactics you’ll use to achieve your sales goals. It’s your plan of action—what you’ll 

sell, who’ll want to buy it and the tactics you’ll use to generate leads that result in sales.

* Three Main Marketing Strategies :

Niche - முக்கிய

There are different types of marketing strategies, and every marketing manager should decide what’s 

the appropriate one. This step is important because it has a big impact on the marketing mix. A manager 

needs to pick one of the following marketing strategies:

 Undifferentiated(Mass) Marketing | Differentiated(Segmented) Marketing   | Concentrated(Niche) Marketing |

    |   | |

 Whole market with one offer   | Decide to target serveral different   | Concentrate on one or a few segments |

 ->Ignore segment   | market segments, separeate offers for | or niches |

                                  | each                                  | |

 

    <=============== Targeting broadly | Targeting narrowly =======================================================>   

  Note : For the "Three Main Marketing Strategies" refer to the exact image from the local folder of IBMI.

Persuasion-தூண்டுதல்

1. Mass Marketing :

This is a “push” market strategy, in which segmentation is completely ignored, and an attempt is made 

to reach the largest possible number of potential customers. This technique relies on the persuasion 

potential of communication. Traditional mass marketing methods are radio, television, and print 

advertising.

Win.!!!!!!! :

-------------

Coca Cola’s original marketing strategy was based on this format, at a time that they offered only one 

product, which they believed had universal appeal. However, now that Coca Cola has introduced other products, 

it has changed its marketing strategy to differentiated marketing.

2. Differentiated Marketing :

This marketing strategy is also known as a multi-segment marketing strategy. Each customer segment is handled 

uniquely so that you target each customer segment with a different solution. This strategy keeps your team more 

focused and is more efficient in spending your marketing dollars.

Win.!!!!!!! :

-------------

An airline company offering first, business, and economy class tickets, with separate marketing programs to 

attract customers for each of the ticket types, is an example of a differentiated marketing strategy.

3. Concentrated Marketing :

This strategy targets a single well-defined segment of the customer population. The marketing costs are low, 

but so is your sales potential. It is particularly effective for small companies with limited resources, as 

it does not believe in the use of mass production, mass distribution, and mass advertising.

Win.!!!!!!! :

-------------

The car-manufacturer Rolls Royce only targets the premium segment of the car market.

* Tool: Ansoff Opportunity Matrix :

The Ansoff Matrix is a strategic planning tool that provides a framework to help executives, 

senior managers, and marketers devise strategies for future growth.

According to this tool, there are four possible combinations for growth. Each company needs 

to decide which strategy to use based on the strengths and weaknesses of the organization and 

its competitors. Each strategy has a different level of risk, with market penetration having 

the lowest risk and diversification having the highest risk.

M             Products

a            Existing       New

r    Existing | Market Penetration | | Product Development |

k

e       New | Market Development | |   Diversification   |

t 

Market Penetration : சந்தை ஊடுருவல்

This occurs when a company infiltrates ஊடுருவுகிறது a market in which current products already exist. The best way 

to achieve this is by gaining the customers of competitors. Other ways include attracting non-users of your product 

or convincing உறுதியானது current clients to use more of your product. 

While market penetration may come with the lowest risk, at some point the company will reach market saturation with 

the current product and will have to switch to a new strategy.

Market Development : சந்தை மேம்பாடு

Market development targets non-buying customers in currently targeted segments. It also targets new customers 

in new segments in order to expand the potential market. New users can be defined as new geographic, demographic, 

institutional, or psychographic segments. 

If a company believes that its strength lies with its products and they believe their products would be enticing கவர்ந்திழுக்கும்

to new customers, then a company may want to use a market development strategy.

New Product Development : புதிய தயாரிப்பு மேம்பாடு

New product development is a process that has two parallel paths: one involves the idea generation, product design, 

and detail engineering; the other involves market research and marketing analysis. Companies typically see new 

product development as the first stage in the overall strategic process of product life cycle management used to 

maintain or grow market share. 

If a company believes that its strength lies with the customers, then they should consider a product development 

strategy.

Diversification : பல்வகைப்படுத்தல்

Diversification seeks to increase profitability through greater sales volume obtained from new products and new 

markets. At the business unit level, diversification is most likely to expand into a new segment of an industry 

that the business is already in. At the corporate level, it is generally via investing in a promising business 

outside of the scope of the existing business unit. 

Because of the high risk involved with diversification, many marketing experts believe a company shouldn’t attempt 

diversification unless there is a high return on investment.

Info.!!!!!!! :

--------------

The Ansoff Matrix is a useful tool for organizations wanting to identify and explore their growth options. It is 

one of the most commonly used tools for this type of analysis due to its simplicity and ease of use.

entice - கவர்ந்திழுக்க

* Implementing Global Strategies

We are seeing the emergence of an interdependent global economy. This global market is characterized by faster 

communication, transportation, and financial flows, all of which are creating new marketing opportunities and 

challenges. Companies recognize that worldwide competition, international marketing trends, and Internet 

technologies must be considered when launching campaigns both domestically and internationally.

As a result of this rapid shift towards an integrated, global economy, brands must adjust all aspects of the 

marketing mix to fit local tastes and needs, while maintaining a consistent product and brand image.

Quote !!!!!!! :

---------------

Oxford University Press defines a global marketing strategy as “marketing on a worldwide scale reconciling or taking 

commercial advantage of global operational differences, similarities and opportunities in order to meet global 

objectives.“

The four “P’s” of marketing–product, price, placement, and promotion–are affected as a domestic or multinational 

company adjusts its strategy to become a global company. At the global marketing level, global marketing plans must 

be tailored so that companies speak in many voices rather than just one. Developing marketing plans for different 

regions gives companies flexibility when reacting against competition or defending பாதுகாத்தல் their position 

(market leadership, low-cost provider, etc.) in a particular market.

 

-----------   -----------

|  Product  | |   Price |

-----------   -----------

 

-----------   -----------

| Placement | | Promotion |

-----------   -----------

* Product: 

A global company will have to tweak மாற்றங்கள் certain elements of its products for different markets. Even a 

single product will need to be modified according to the market it will be sold in. Product packaging features, 

including color, shape, and form, may be similar. However, messaging and language are tailored according to the 

country’s native language and customs.

Ingredients-தேவையான பொருட்கள்

* Price: 

Because it is affected by several variables, the price will always vary from market to market. For example, cost 

of product development (produced locally or imported), cost of ingredients, cost of delivery (transportation, 

tariffs, etc.), and other variables will determine product pricing. Product positioning, including whether the 

product is high-end, low-cost, or middle ground, compared with competing brands also influences the ultimate 

profit margin.

* Placement: 

Product distribution will also be determined by local and global competition, as well as the product’s positioning 

in the marketplace. For example, brands would not want to place high-end products in “dollar stores” in the United 

States. Likewise, a low-cost product in France would find limited success in an expensive boutique.

Tactics-தந்திரோபாயங்கள், redundancies-பணிநீக்கங்கள், unifies-ஒன்றிணைக்கிறது

* Promotion: 

After product research, development and production, promotional tactics தந்திரோபாயங்கள், such as advertising, are 

generally the largest line item in a global marketing budget. An integrated marketing communications (IMC) strategy 

is key to achieving marketing goals, since IMC reduces costs, minimizes organizational redundancies, maximizes 

the speed of implementation, and unifies brand messaging.

The global economy provides many advantages for companies that are able to introduce their products on a global scale 

while customizing their marketing strategies for different languages, cultures, and socio-economic demographics. 

Nevertheless, many companies struggle with meeting the challenge of a larger and more complex marketplace:

Advantages   Challenges

* Differences in consumer needs and

* Economies of scale in production   wants

  and distribution * Differences in brand and product 

* Lower marketing costs   development and the competitive 

* Enhanced power and scope   environment

* Consistency in brand image * Differences in the legal environment,

* Ability to leverage good ideas   which may conflict with laws in the 

  quickly and efficiently   home market

* Uniformity of marketing practices * Differences in product placement or 

  distribution channels

  

Economies of scale in production and distribution-உற்பத்தி மற்றும் விநியோகத்தில் அளவிலான பொருளாதாரங்கள்

Differences in consumer needs and wants-நுகர்வோர் தேவைகள் மற்றும் விருப்பங்களில் வேறுபாடுகள்

Consistency in brand image-வியாபாரக் குறி படத்தில் நிலைத்தன்மை

Enhanced power and scope-மேம்படுத்தப்பட்ட சக்தி மற்றும் நோக்கம்

Uniformity of marketing practices-சந்தைப்படுத்தல் நடைமுறைகளின் சீரான தன்மை

Differences in product placement or distribution channels-தயாரிப்பு வேலை வாய்ப்பு அல்லது விநியோக அலைவரிசைகளில் வேறுபாடுகள்

Segmentation & Positioning-பிரிவு மற்றும் நிலைப்படுத்தல்

consumer surveys and extensive research-நுகர்வோர் ஆய்வுகள் மற்றும் விரிவான ஆராய்ச்சி

* 7. Segmentation & Positioning :

--------------------------------- 

Segmentation allows marketers to divide a market of potential customers into different groups 

that share similar characteristics. They then try to position the product by carrying out 

consumer surveys and extensive research in order to find the perfect product-market fit.

Lesson Content

STP Process

Perceptual Mapping

BCG Matrix

Customer Value Analysis

demonstrates-நிரூபிக்கிறது

segmentation, targeting, and positioning-பிரிவு, இலக்கு மற்றும் பொருத்துதல்

* STP Process : 

  The STP process is an important concept in the study and application of marketing. The STP 

  process demonstrates the links between an overall market, and how a company chooses to compete 

  in that market. STP stands for the three main steps: segmentation, targeting, and positioning.

--------------    -----------   -------------

| Segmentation | ===> | Targeting | ===> | Positioning |

--------------    -----------   -------------

Step 1: Segment your market :

Your organization, product, or brand can’t be all things to all people. That’s why you need 

to use market segmentation, and divide your customers into groups of people with common 

characteristics and needs. This allows you to tailor your approach, and meet each group’s 

needs cost-effectively, which gives you a huge advantage over competitors who use a “one 

size fits all” approach. There are many ways to segment your target markets. For example, 

you can use the following approaches:

* Demographic Segmentation – மக்கள்தொகை பிரித்தல் : 

By personal attributes such as age, marital status, gender, ethnicity இனம், sexuality, 

education, or occupation.

* Geographic Segmentation – புவியியல் பிரிவு :

By country, region, state, city, or neighborhood.

* Psychographic Segmentation – உளவியல் பிரிவு :

By personality, risk aversion இடர் தவிர்ப்பு, values, or lifestyle.

* Behavioral Segmentation – நடத்தை பிரிவு :

By how people use the product, how loyal they are, or the benefits that they are 

looking for.

Step 2: Target your best customers :

Next, you decide which segments to target by finding the most attractive ones. It can take 

a lot of effort to target a segment effectively. Choose only one segment to focus on at 

any one time. There are several factors to consider here.

* First, look at the profitability of each segment. Which customer groups contribute most 

to your bottom line?

* Next, analyze the size and potential growth of each customer group. Is it large enough 

to be worth addressing? Is steady growth possible? And how does it compare with the other 

segments? (Make sure that you won’t be reducing revenue by shifting your focus to a niche 

market that’s too small.)

* Last, think carefully about how well your organization can service this market. For example, 

are there any legal, technological or social barriers சமூக தடைகள் that could have an impact? 

Conduct an environmental analysis to understand the opportunities and threats that might affect 

each segment.

Step 3: Position your offering :

In this last step, your goal is to identify how you want to position your product to target the 

most valuable customer segments. Then, you can select the marketing mix that will be most 

effective for each of them. According to Michael Treacy and Fred Wiersema, two famous marketing 

experts, most successful firms fall into one of < three categories > :

* Operationally excellent firms, செயல்பாட்டு ரீதியாக சிறந்த நிறுவனங்கள்

which maintain a strong competitive advantage by maintaining 

exceptional efficiency விதிவிலக்கான செயல்திறன் , thus enabling the firm to provide reliable service 

to the customer at relatively low costs.

emphasis-வலியுறுத்தல், முக்கியத்துவம்

* Customer intimate firms, வாடிக்கையாளர் நெருக்கமான நிறுவனங்கள்

which excel in serving the specific needs of the individual customer well.  There is 

less emphasis on efficiency, செயல்திறனுக்கு குறைந்த முக்கியத்துவம் which is sacrificed 

for providing more precisely துல்லியமாக what is wanted by the customer.

* Technologically excellent firms, தொழில்நுட்ப ரீதியாக சிறந்த நிறுவனங்கள்

which produce the most advanced products currently available with the latest technology, 

constantly maintaining leadership in innovation.

Info.!!!!!!! :

Market segmentation is the process of dividing a broad market into sub-groups of consumers 

(known as segments) based on some type of shared characteristics. Targeting involves 

concentrating your marketing efforts on one or a few key segments. Positioning refers to the 

place that a brand occupies in the mind of the customers and how it is distinguished புகழ்பெற்ற 

from products from competitors.

* Perceptual Mapping :

  One of the biggest headaches for marketing professionals is deciding where a new product 

  or service fits into the marketplace. In this lesson, we will show how your business can 

  benefit from using perceptual maps புலனுணர்வு வரைபடங்கள்  to decide where to position your 

  product or service against those of the competitors.

Perceptual mapping is a diagrammatic technique used by marketers, in an attempt to visually 

display the perceptions of potential customers. Typically, the position of a product, product 

line, brand, or company is displayed relative to their competition. This kind of visual 

representation can give valuable information about the current position, as well as the 

future strategy of a company.

The data for perceptual maps புலனுணர்வு வரைபடங்கள் comes from customer surveys of products 

or services – customers are typically asked to rate their views on various criteria such as:

* Performance

* Ease of use

* Price

* Reliability

* Quality

* Customer support

Survey results are compiled and plotted on a graph according to their scale values. These graphs 

commonly have two dimensions. In the example below, customer perceptions of price versus quality 

for three different brands are displayed on a graph, providing an excellent visual representation 

of how brands can be differentiated in the minds of consumers.

Perceptual Map of Price Vs Quality 

Higher Price

   ^

   |

   |

   |

   |

   | BRAND A

   |

   |

   |

   |

   |    

Lower Quality<-------------------------------------------------->Higher Quality 

   |

   | BRAND C

   |

   |

BRAND B    |

   |

   |

   |

   |

   |

   v

  Lower Price

Aside from price versus quality, perceptual maps can be made for a variety of product/service 

attributes. For example:

* Trucks: 

Towing capacity தோண்டும் திறன் versus எதிராக fuel consumption

* Landscaping services: 

Appearance versus effect on the environment

* Coffee: 

Price versus sustainability நிலைத்தன்மை

* Food/drink: 

Taste versus sugar or salt content

* Hotels: 

Price versus location, amenities வசதிகள், etc.

As an example, let’s say you think you have developed a winning recipe for a granola bar 

and wish to use perceptual mapping to help you decide where to position the product in the marketplace சந்தை.

* Define the attributes பண்புக்கூறுகள் that are of the highest importance to the consumer and will 

influence their purchasing decisions. In this example, we have decided to use taste and nutritional ஊட்டச்சத்து 

value as the determinant attributes தீர்மானிக்கும் பண்புக்கூறுகள்.

* Compile a list of the competing products that will be included in your market survey and plotted on 

your perceptual map. Depending on the product a minimum of four or five competitors should be surveyed, 

preferably those with the largest market share.

* Develop a rating scale for the determinant attributes (in this case taste and nutrition) and distribute 

the survey to customers. A simple 1-5 rating works well.

* Once you have your perceptual map புலனுணர்வு, you will need to determine where to position your product 

versus the competition – preferably where there appears to be a gap in the marketplace.

Perceptual Map of Taste Vs Nutritional Value 

More Nutritious

   ^

   |

   |

   |

   |

   |

   |

   |

   | My BRAND ?

   |

BRAND A    |    

More Taste<-------------------------------------------------->Less Taste 

   |

   | BRAND C

BRAND D    |

   |

BRAND B    |

   |

   |

   |

   |

   |

   v

Less Nutritious

In the above example, you may decide that a segment of the market would prefer to 

sacrifice a degree of taste for more nutrition. Competing for head to head with 

another brand is generally risky, but the price may enter into the decision. You 

may be able to take market share from a competing product that has the same or 

similar attribute rankings if you are able to set the price of your product 

sufficiently low enough.

* BCG Matrix : 

  The BCG Matrix, named after its inventors from Boston Consulting Group, assess products 

  on two dimensions. 

  The first dimension looks at the products general level of growth within its market.

  The second dimension then measures the product’s market share relative to the largest 

  competitor in the industry. Analyzing products this way provides a useful insight into 

  the likely opportunities and problems with a particular product.

Products are classified into four distinct groups: 

Stars, Cash Cows பண மாடுகள், Question marks கேள்விக்குறிகள், and Dogs.

      

      Relative Mareket Share

M        High    Low

a ----------------------------------------

r |    |           |

k   H|    |           |

e   I|    * |      ?       |

t   G|  Stars |  Question Marks |

    H|    |           |

    |    |           |

  ----------------------------------------

G |    |           |

r |    |           |

o   L|      //-$-0 |      o-\      |

w   O|  Cash Cows | Dogs |

t   W|    |           |

h    |    |           |

----------------------------------------

R

a

t

e

Note : For the "Relative Market Share" refer to the exact image from the local folder of IBMI.

Let’s have a look at what each of these four outcomes means for the product and the 

decision making process:

* Stars: 

   Star products all have rapid growth and dominant ஆதிக்கம் செலுத்துகிறது market share. 

   This means that star products can be seen as market-leading products. These products 

   will need a lot of investment to retain their position, to support further growth as 

   well as to maintain its lead over competing products. Star products will also be 

   generating a lot of income.

* Cash Cows: 

    Cash cows don’t need the same level of support as stars. This is due to less 

competitive pressures within a low growth market where they usually enjoy a 

dominant position. Cash cows are still generating a significant level of income 

but are not costing the organization much to maintain. These products can be 

“milked” to fund Star products.

* Dogs: 

   Products classified as dogs always have a weak market share in a low growth market. 

   These products are very likely making a loss or a very low profit at best. The 

   question for managers is whether the investment currently being spent on keeping 

   these products alive could be spent on making something that would be more profitable.

* Question Marks (also called Problem Children): 

    These products are in a high growth market but do not seem to have a high share of 

the market. One reason for this might be that a very new product was recently added 

to the market. If this is not the case, then some questions need to be answered. 

What is the organization doing wrong? What are competitors doing right?

The BCG Matrix is easy to perform, it helps to understand the strategic மூலோபாய 

positions of the business portfolio, and it’s a good starting point for further analysis. 

Nevertheless, this growth-share analysis has been heavily criticized விமர்சிக்கப்பட்டது 

for its oversimplification மிகைப்படுத்தல். Market growth is one of many factors that determine 

industry attractiveness கவர்ச்சி and relative market share is only one of many factors that 

determine competitive போட்டியை தீர்மானிக்கவும் advantage. This matrix does not take into 

account any other factors that may have a bearing தாங்கி on both industry attractiveness 

and competitive advantage.

* Example: BCG Matrix for Nestle

Note : For the "BCG Matrix for Nestle" refer to the exact image from the local folder of IBMI.

The BCG matrix analysis for Nestle reveals some interesting perspectives சுவாரஸ்யமான முன்னோக்குகள். 

As a global multinational in the food and beverage industry, the Swiss company is one of the 

biggest corporations in the world. Over 8000 brands fall within its umbrella and are as widespread 

as bottled water and pet food. The company announced plans to sell off under-performing brands which 

were consistently showing poor sales.

* Question Marks:

There are products that formulate a part of the industry that is still in the phase of 

development, yet the organization has not been able to create a significant position in 

that industry. The small market share obtained by the organization makes the future 

outlook for the product uncertain, therefore investing in such domains is seen as a 

high-risk decision. With increasing competition and growing need to consume healthy 

products among consumers, Nestle’s Milk products and Nutrition requires significant 

investment from the brand to maintain and grow its market share. Nestle’s Chocolates 

and confectionaries தின்பண்டங்கள் is another business unit that can be placed in the 

Question Mark quadrant of the BCG Matrix of Nestle. High competition and small market 

share of the product in the industry is what makes it being placed in this quadrant நால்வர்.

* Stars:

The products or business units that have a high market share in high growth industry 

are the stars of the organization. In the case of Nestle, Nestle’s Mineral Water and 

Nestle’s Nescafe Coffee fall in the Star quadrant of the BCG Matrix of Nestle. Growing 

healthier lifestyle trends போக்குகள் and emerging வளர்ந்து வருகிறது markets have prompted தூண்டப்பட்டது

the brand to invest large amounts of investments in order to differentiate the bottled 

water brands from competitors in mature markets and grow brand awareness in emerging 

markets.

* Dogs:

Dogs are those products that were perceived உணரப்பட்டது to have the potential சாத்தியமான to 

grow but however failed to create magic due to the slow market growth. Failure to deliver the 

expected results makes the product a source of loss for the organization, propelling செலுத்துதல் 

the management to withdraw future investment in the venture. Since the product is not expected 

to bring in any significant capital, future investment is seen as a wastage of company resources, 

which could be invested in a Question mark or Star category instead. Nestle’s Milo was launched 

as chocolate and malt powder for Milk and water, however, the product failed to create any 

significant impact on the business and is placed in the Dog Quadrant நாய் நால்வர் of 

BCG Matrix of Nestle.

* Cash Cows:

Cash cows are the products that have a high market share in a market that has low growth. For 

Nestle, there is one product that has undoubtedly been the Cash Cow and its Nestle’s Maggi 

Noddles. With a market share of 80-85 %, Maggi Noddles holds a very stronghold in the market 

and have high customer loyalty. The product requires very less investment to maintain its 

market share and fight off any competition.

Win.!!!!!!! :

The BCG matrix helps organizations determine which areas of their business deserve more resources 

and investment. This is especially helpful for corporations like Nestle that offer a broad range 

of products in many different markets.

* Customer Value Analysis :

Customer Value Analysis

To deliver value to their customers, marketers must consider what is known as the “total market offering.” This includes the reputation of the organization, staff representation, product benefits, and technological characteristics as compared to the market offerings and prices of competitors. Value, in this sense, can be defined as the relationship of a firm’s market offerings to those of its competitors.

Value in marketing can be defined by both qualitative and quantitative measures. On the qualitative side, value is the perceived gain composed of an individual’s emotional, mental, and physical condition plus various social, economic, cultural, and environmental factors. On the quantitative side, value is the actual gain measured in terms of financial numbers, percentages, and dollars.

One way for an organization to increase its perceived value to show consumers that its products will help them solve a problem, offer a solution, produce results, make them happy, and comes at a great quality-price-ratio.

To reveal the company’s strengths and weaknesses compared to other competitors, it is important to conduct a customer value analysis. This is the collection and evaluation of data associated with customer needs and market trends. The steps are as follows:

1.* Identify the major attributes and benefits

|

v

2.* Assess the quantitative importance

|

v

3.* Assess the company’s and competitors’ performance

|

v

4.* Examine customer ratings

  |

  v

5. * Monitor customer perceived value over time.

Perceived-உணரப்பட்டது  

* Identify the major attributes and benefits, such as ease of use or improved social standing, 

that customers value for choosing a product. It is important to identify and define benefits 

as opposed to features.

* Assess the quantitative importance of the different attributes and benefits. In other words, 

attempt to assign an actual price differentiation for products with value-adding benefits.

* Assess the company’s and competitors’ performance on each attribute and benefit. It is 

important to be honest with yourself about who your actual closest competitors are and how 

they price their products.

* Examine how customers in the particular segment rated the company against major competitors 

on each attribute.

* Monitor customer perceived உணரப்பட்டது value over time.

Example: customer value analysis of smartphone operating systems

The customer value analysis identifies a firm’s key competitors and compares them 

using industry’s critical success factors. The analysis also reveals a company’s 

relative strengths and weaknesses against its competitors, so a company would know 

which areas it should improve and which areas it should protect. 

An example is demonstrated below.

   |  Android OS  |    iOS        | Windows Phone|

------------------------------------------------------------------------------ 

Critical Success Weight Rating Score Rating Score Rating Score

Factor

------------------------------------------------------------------------------ 

Market Share 0.13 4 0.52   2 0.26   2 0.26

Number of apps in store 0.10 4 0.40   4 0.40   2 0.20

Frequency of updates 0.06 3 0.18   4 0.24   2 0.12

Design 0.07 3 0.21   3 0.21   3 0.21

Product brand reputation 0.05 3 0.15   3 0.15   2 0.10

Distribution channels 0.11 4 0.44     2 0.22   3 0.33

Usability         0.11 3 0.33   3 0.33   3 0.33

Customization features   0.04 4 0.16   2 0.08   2 0.08

Marekting capabilities   0.04 2 0.08   4 0.16   2 0.08

Company brand reputation 0.10 4 0.40   4 0.40   3 0.30

Openness          0.02 4 0.08   2 0.04   2 0.04

Cloud integration       0.12 4 0.48   2 0.24   2 0.24

Rate of OS crashes 0.08 1 0.08   4 0.32   3 0.24

------------------------------------------------------------------------------ 

* Total     1.00 - 3.51   - 3.05   - 2.53

------------------------------------------------------------------------------ 

The analysis reveals that Android is the strongest player in the industry with 

relative strengths in market share, distribution channels, customization features, 

openness, and cloud integration. On the other hand, iOS prevails நிலவுகிறது in 

frequency updates, marketing capabilities and the rate of OS crashes. Windows Phone 

is the weakest of them all and doesn’t have any relative strengths against its rivals போட்டியாளர்கள். 

The companies should create their strategies according to their strengths and weakness 

and improve their ratings in the most significant industry’s areas.

digress-விலகு

8. Marketing Performance :

--------------------------

At some point, every company has to assess the success of its marketing activities. Marketing 

effectiveness is the measure of how effective a marketing strategy is in maximizing their 

spending to achieve positive results, in both the short- and long-term.

Lesson Content

Marketing Effectiveness

Performance Measurement

* Marketing Effectiveness :

One way to assess whether a company successfully practices marketing is to assess 

its overall level of marketing effectiveness. Marketing effectiveness is based on 

five dimensions, including a firm’s degree of holding to a customer-oriented 

philosophy, strategic marketing orientation, ability to gather relevant and timely 

market intelligence, level of integration of the marketing organization, and operational 

efficiency.

-------------   -------------   --------------   ---------------- -------------

|   Customer  | |  Strategic  | |     Market   | | Organizational | | Operational |

| Orientation | | Orientation | | Intelligence | | Integration  | |  Efficiency |

-------------   -------------   --------------   ---------------- -------------

1. Customer Orientation :

Successful marketing is based on being able to meet customers’ needs. Marketing is 

highly dependent on knowing, analyzing, and meeting customer needs, as opposed to a 

singular focus on the product or general sales. Does the company respond quickly to 

the customers’ issues or troubles?

2. Strategic Orientation :

From a strategic point of view, the marketing professionals in a company must function 

with the long-term strategy and success in mind. This typically takes the form of formal 

marketing planning, and a culture of strategic, long-term thinking.

3. Market Intelligence :

To serve the customers’ needs, a company and its marketing professionals should obtain as 

much objective information as possible, regarding its status in the marketplace. In 

addition to having the necessary information for planning and resource allocation, from 

their own internal data and sources, key decision-makers should also have at their disposal 

up-to-date information about the external market.

4. Organizational Integration :

Based on the competitive intelligence the company gains, a company must react in an 

integrated and efficient manner, to maintain its level of customer service, and if 

necessary, adjust its strategy. Integration focuses on how good marketing and other 

departments in an organization communicate and work together.

5. Operational Efficiency :

Operational efficiency speaks to how effective the organization is at its business. How 

well are the decisions, made at the higher levels of marketing, filtered throughout the 

organization? How responsive is the marketing department to problems and issues? How 

responsive is the organization to customer requests?

* Performance Measurement :

Marketing performance metrics, or key performance indicators (KPIs), are useful not 

only for marketing professionals but also for non-marketing executives. From the 

chief executive officer to the vice president of sales, the senior management team 

needs marketing KPIs to measure how marketing activities and spending impact the 

company’s bottom line. This is particularly important since companies are prone வாய்ப்புள்ளது 

to reduce marketing budgets during economic downturns, downsizing, and mergers.

As marketers face more and more pressure to show a return on investment (ROI) on their 

activities, marketing performance metrics help measure the degree to which marketing 

spending contributes to profits. It also highlights how marketing contributes to initiatives 

in other areas of the organization, such as sales and customer service.

Other reasons why companies evaluate marketing performance include:

* Monitoring the marketing department’s progress towards its annual goals.

* Determining what areas of the marketing mix – product, price, place, and promotion – need modification 

or improvement to increase some aspect of performance.

* Assessing whether company goods, services, and ideas meet customer and stakeholder 

needs.

* Establishing marketing performance metrics is an essential part to help brands satisfy 

customers, establish a clear company image, be proactive செயலில் in the market, and fully 

incorporate marketing into the company’s overall business strategy.

Win.!!!!!!! :

To measure the effectiveness of a marketing campaign, a business needs to agree upon the 

goals of the campaigns, and the KPIs (key performance indicators) that it needs to track. 

For example, the goal of a campaign பிரச்சாரம் could be to increase a company’s online brand 

reputation. A good KPI to measure the success of this campaign might be, the number of 

website visitors.

* 9. Digital Marketing :

------------------------

Digital marketing encompasses உள்ளடக்கியது all marketing efforts that use an electronic device or 

the internet. Businesses leverage அந்நிய digital channels such as search engines, social media, 

email, and websites to connect with current and prospective வருங்கால customers.

Lesson Content

Digital Marketing Channels

Digital Marketing Roles & KPIs

 

* Digital Marketing Channels :

Digital marketing features a key characteristic traditional marketing has often struggled with : 

it makes marketing actions easily measurable. Though marketing always used data, the newest 

integrations with technology have allowed many companies to work more efficiently with bigger 

data sets. With modern web analytics software, the success of specific digital marketing 

actions (such as an ad on Google, a post on social media, an email campaign or a blog post) can 

be tracked and reported.

Digital marketing is defined by the use of numerous digital tactics and channels to connect with 

customers where they spend much of their time: online. From the website itself to a business’s 

online branding assets – digital advertising, email marketing, online brochures சிற்றேடுகள், and 

beyond – there’s a spectrum of tactics தந்திரோபாயங்களின் ஸ்பெக்ட்ரம் that fall under the umbrella 

of “digital marketing.”

Here’s a quick rundown of some of the most common digital marketing tactics and the channels involved 

in each one:

Search Engine Optimization (SEO)

             |

|

Email Marketing ---- Digital Marketing Channels  ----  Search Engine Advertising (SEA)

       | |

       | |

Social Media Marketing          Content Marketing

Note : For the "Most common digital Marketing tactics" refer to the exact image from the local folder of IBMI.

* Search Engine Optimization (SEO)

This is the process of optimizing your website to “rank” higher in search engine results pages 

(like Google or Bing), thereby increasing the amount of organic (or free) traffic your website 

receives. Typically this is achieved by researching and including important user-relevant keywords 

to your website or blog. However, it normally takes a lot of time and effort to receive a good 

Google ranking.

* Search Engine Advertising (SEA)

One of the most common types of online advertising is using Google Ads. Google Ads allow 

you to pay for top slots on Google’s search engine results pages. You get charged for 

every click that your ad receives. This is the reason why this type of marketing is also 

known as Pay-per-Click (PPC). SEA will often lead to faster results than SEO, but it 

will also come with a price tag.

* Content Marketing

This term denotes the creation and promotion of content assets for the purpose of generating brand 

awareness, traffic growth, lead generation, and customers. Since many potential customers are looking 

for information on the internet, this can be a great technique to combine consumer-relevant information 

with the products and services your company has to offer. Providing high-quality content can also be 

useful for SEO, social media postings, downloadable ebooks, email campaigns, etc.

* Social Media Marketing

This practice promotes your brand and your content on social media channels and video platforms to 

increase brand awareness, drive traffic, and generate leads for your business. The channels you can 

use in social media marketing include Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube, 

Pinterest, and many more. Social networks also offer companies the possibility to run paid ads in 

order to reach even more potential customers.

* Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to 

promote content, discounts, and events, as well as to direct people toward the business’s website. The 

types of emails you might send in an email marketing campaign include blog subscription newsletters, 

follow-up emails to website users or customer welcome emails.

Info.!!!!!!! :

Digital marketing tactics can help your organization get found online by the right people to attract, 

engage and convert with your products and services.

* Digital Marketing Roles & KPIs :

Digital marketers are in charge of driving brand awareness and lead generation through 

all the digital channels that are at a company’s disposal. As you already know, these 

channels include social media, the company’s own website, search engine rankings, email, 

display advertising, the company’s blog, and many more.

The digital marketer usually focuses on different key performance indicators (KPIs) for 

each channel so they can properly measure the company’s performance across each one. 

Digital marketing is carried out across many marketing roles. In small companies, one 

generalist might own several of the digital marketing channels at the same time. Larger 

companies have multiple specialists who focus on just one or two of the firm’s digital 

channels.

Here are some examples of these specialists:

   Search Engine Optimization Manager

              (SEO Manager)

             |

|

Email Marketing -----------  O   ------------- Content Marketing Specialist

Manager         /|\

        | |

           /   \

  /    \

Performance Marketing Manager     Social Media Manager

Note : For the "Digital marketing Speacilists" refer to the exact image from the local folder of IBMI.

* SEO Manager 

(main KPIs: Organic traffic, Google ranking)In short, SEO managers get the business to rank 

on Google. Using a variety of approaches to search engine optimization, this person might work 

directly with content creators to ensure the content they produce performs well on Google.

* Content Marketing Specialist 

(main KPIs: Time spent on a webpage, overall blog traffic, YouTube channel 

subscribers) Content marketing specialists are digital content creators. They 

frequently keep track of the company’s blogging calendar and come up with a content 

strategy that includes texts, images, podcasts, videos, and much more. These professionals 

often work with people in other departments to ensure the products and campaigns ']

பிரச்சாரங்கள் the business launches are supported with promotional content on each digital channel.

* Social Media Manager 

(main KPIs: Follows, Likes, Fans, Impressions, Shares) The role of a social media 

manager is easy to infer from the title, but which social networks they manage for the company 

depends on the industry. Above all, social media managers establish a posting schedule for the 

company’s written and visual content. This employee might also work with the content marketing 

specialist to develop a common strategy.

* Performance Marketing Manager 

(main KPIs: Cost-per-Click, Cost-per-Lead, Return-on-Investment) A performance marketing manager is 

responsible for developing, implementing and managing paid online advertising campaigns that promote 

a company and its products and services (for example with Google Ads or Facebook Ads). He or she 

plays a major role in acquiring leads and customers and typically is a number-driven and analytical 

person.

* Email Marketing Manager 

(main KPIs: Email open rate, Email click rate) This person is responsible for editing the company’s 

email campaigns, analyzing the results of the latest emails, and making recommendations for further 

improvement.

Info.!!!!!!! :

The best digital marketers have a clear picture of how each digital marketing activity supports their 

overarching அதிகப்படியான goals அதிக இலக்குகள்.  Depending on the goals of their marketing strategy, 

marketers can support a larger campaign through the free and paid channels at their disposal.

takeaways-எடுத்துச் செல்லுதல்

 

10. Case Study & Conclusion :

-----------------------------

Marketing is about putting the right product in the right place, at the right time, and with the right 

price. The difficult part is doing this well. To complete this course and highlight its core concepts, 

we will take a closer look at the marketing of Mercedes-Benz and we will summarize the key takeaways.

Lesson Content

Case Study: Mercedes-Benz

Summary

best-selling premium-அதிகம் விற்பனையாகும் பிரீமியம் (பரிசு)

perceptual mapping - புலனுணர்வு மேப்பிங்

 and marketing segmentation-சந்தைப்படுத்தல் பிரிவு

* Case Study: Mercedes-Benz :

Mercedes-Benz is part of the German automaker Daimler. The German automaker is the best-selling 

premium brand in the automotive industry and one of the largest (volume) selling automakers in 

the world. High performance and high-quality cars produced by Mercedes have helped the company 

in selling more than two million cars in the year 2018.

In this case study, we will discuss how Mercedes-Benz used perceptual mapping and 

marketing segmentation in order to change its marketing mix and appeal to a younger 

target audience.

* Perceptual Mapping :

Research shows that Mercedes-Benz is seen as a premium car brand that offers high-quality cars. 

The perceptual map below shows that consumers felt that Mercedes cars were the most prestigious 

but also the most expensive cars in the study.

Note : For the "Perceptual Mapping" refer to the exact image from the local folder of IBMI.

However, the same sample of consumers also rated Mercedes as a classy, yet conservative 

brand பழமைவாத பிராண்ட் .  Rivals போட்டியாளர்கள் such as BMW, Audi, and Porsche போர்ஷே 

were described as rather sporty. As a result, the study showed that Mercedes had difficulties 

to attract younger customers.

Note : For the "Marketing Segmentation" refer to the exact image from the local folder of IBMI.

* Marketing Segmentation :

Mercedes-Benz noticed that its Marketing Mix needed to change: 

while the firm continued to break sales records, the average Mercedes buyer reached the 

age of 53 years. Research also revealed that twice as many Millennial buyers chose 

competitors Audi and BMW over Mercedes.

As the Mercedes-Benz demographic began to age, the company faced the challenge of appealing to 

a younger audience without losing the prestige of the brand, risking the loss of its core customers.

Mercedes-Benz intensified தீவிரமடைந்தது marketing segmentation to reach a younger audience in 2010 

with the creation of “Generation Benz” – an online community of approximately 200 to 250 people 

between the ages of 20 to 39. This online community provided consulting to the Mercedes-Benz 

marketing team about buyer habits and preferences in this demographic. The “Generation Benz” 

community helped to produce a new customer profile.

The company leveraged நிறுவனம் நெம்புகோல் கருவியின் செயல்  the insight from the community to update 

its marketing mix by launching new car models, changing its pricing strategy, facilitating online 

sales, and creating innovative marketing campaigns.

* Marketing Mix :

The marketing mix of Mercedes-Benz shows how the company was able to become the most recognized 

global automobile brand. This high profile success is not an accident but hard work, patience and 

excellent application of effective marketing strategy all rolled into one. Updates to its marketing 

mix indicate how the brand tries to better connect with a younger audience.

1. Product :

Mercedes Benz is one of the leading premium car brands in the world. The company offers a wide range 

of passenger cars, light commercial and heavy equipment vehicles. However, the strongest in its product 

portfolio will be the luxury car segment which consists of Sedans, SUVs, sports cars, cabriolets, and 

roadsters. Mercedes-Benz sells products with a lot of variety available, which allows customers to 

select the product variety that best suits them. Three common key factors of all Mercedes-Benz cars 

are design, technology, and performance.

In order to appeal to a younger audience, Mercedes-Benz has given its conservative பழமைவாத designs 

a fresher and more sportive look. The car marque குறி has also shifted its product development to 

resonate ஒத்ததிர்வு with younger drivers and launched new and “younger” models such as the Mercedes-Benz CLA.

Note : For the "Mercedes-Benz CLA" refer to the exact image from the local folder of IBMI.

2. Price :

The company deals in a niche முக்கிய segment where the customer is most concerned with the value and 

quality they are getting on the product. Therefore, Mercedes-Benz has tried to ensure it makes 

high-quality cars first and foremost முதலிலும் முக்கியமானதுமாக.  The company has a price structure 

ranging up to $100,000, depending on the model. Thus, the Mercedes-Benz marketing mix pricing 

strategy uses premium pricing.

The primary method to entice கவர்ந்திழுக்க the younger and less affluent வசதி படைத்தவர் consumers 

has been the introduction of new models with a lower price point. A lower price reduces the 

barrier to entry and the price objection for less affluent customers while leveraging the luxury 

brand appeal. Mercedes-Benz has launched the CLA at a starting price of just under $30,000. 

3. Place :

Mercedes Benz cars are present all across the world. Mercedes caters to a number of countries 

worldwide, with its dealerships and service stations present across various countries. The 

major markets are Europe, North America, and the Asia Pacific region. Mercedes Benz traditionally 

sells its products to wholesalers who then sell to different retailers located all over the 

country. These then sell to its customers.

Nowadays, however, Mercedes-Benz increasingly sells its cars directly to its customers through 

its online website. The firm also follows an omnichannel distribution system where it has integrated 

its online and offline stores to allow customers easy access to its products.

4. Promotion :

Mercedes Benz has always been an aggressive promoter. The company uses multiple channels to promote 

its products. It uses traditional media, which includes advertisements on television, radio, and print. 

This is beneficial due to its large reach and ability to attract a large number of people.

Competition has now propelled செலுத்தப்பட்டது Mercedes-Benz to adjust its promotion message and channels 

to reach younger customers. Today, its marketing strategy focuses on presenting a more energetic, 

fun-loving and approachable side of Mercedes-Benz (see examples below). The firm now uses digital 

and social media channels to target millennials with a mix of owned media, paid media, influencers, 

and celebrities in the target demographic to create brand awareness and ultimately brand equity.

Note : For the "Promotion Mercedes-Benz" refer to the exact image from the local folder of IBMI.

Conclusion

Mercedes-Benz provides an example of how a prestige brand can effectively segment and target a 

different audience without losing its brand prestige. Mercedes-Benz had struggled in this area 

before but had learned from its past mistakes. The launch of the CLA model proved to be a huge 

success: it was the best product launch for Mercedes-Benz in the last 20 years while reaching 

an average customer age of 46 (compared to the company-wide 53 years).

* Summary :

-----------

The heart of your business success lies in its marketing effectiveness. Marketing does not 

start with a new idea or innovative product. It begins with the customers – these are the 

people who make your business successful, and this is where good marketing can really make 

a difference.

Marketing enables you to position a product or service and to target different groups of customers 

more efficiently. It helps you to quickly zoom in on the most profitable parts of your business so 

that you can fully exploit the opportunities present. Start by segmenting your market into groups. 

Next, choose which of these groups you want to target. Last, identify how you want to position your 

product, based on the personality and behavior of your target market.

In this course, we have seen that marketing is not just a single advertisement or 

public relations campaign, but rather a continual process of creating value for 

customers, and meeting their needs. Through managing and adjusting the four primary 

marketing mix variables (product, price, place, and promotion), identifying appropriate 

customers (segmentation and targeting), and placing the desired product or service 

image in the minds of those customers (positioning), marketing professionals are putting 

their companies in a position to achieve success.

In this course, you learned about:

* the most essential marketing concepts,

* the evolution of marketing over the years,

* analyzing the micro and macro environment,

* the importance of preparing a marketing strategy,

* the most important tools for marketing segmentation and positioning,

* ways to measure marketing performance,

* and the importance of digital marketing.

Thank you for taking this course and good luck with the quiz!

*------- * 

Marketing and Communications – Exam :

-------------------------------------

Welcome to the course quiz!

Now it’s time to test your knowledge and get your course certificate. You will be 

able to download your certificate after reaching a minimum score of 70%. You can 

retake this quiz as often as you like if you do not reach this score.

====================================

Question 1 of 10

The four elements of the marketing mix are …

product, position, person, and price

product, person, promotion, and price

product, placement, profession, and price

Answer : product, place, promotion, and price

* 3. Marketing Mix (4P) :

-------------------------

--------- -----------

| Product | |   Price   |

--------- -----------

 

--------- -----------

|  Place  | | Promotion |

--------- -----------

Question 2 of 10

SIVA stands for Solution, Information, Value, and …

Answer : Access

Action

Advertising

Administration

* SIVA Model :

--------------

 SIVA is a formal approach to customer-focused marketing. 

Note : For the "4 Ps Supply-side Model of Marketing Management" refer to the exact image from the local folder of IBMI.

 Instead of....... Focus on.......

 Product Solution Desing offering by needs to solve customer's problems, not by technology,

functionality or features.

 Promotion Information Provide relevant information and maintain educational dialogue with the marketplace,

rather than one-way push communications.

 Price  Value Articulate benefits related to price, rather than focusing on cost-plus or competitors

prices.

 Place Access Allow customers to purchase when where and how they want, instead of static 

distribution.

Question 3 of 10

the consumer decision process includes the following steps:

• Need recognition

• Information search

• Evaluation of alternatives

• Purchase

• ________________

Answer : Post-purchase evaluation

Post-purchase behavior

Post-purchase information

Post-purchase formulation

* Customer Decision Process

The Consumer or Buyer Decision-Making Process is the method used by marketers to identify and 

track the decision-making process of a customer journey from start to finish. It is broken down 

into five individual stages:

---------------------------------------

| 1. Need Recognition |  |

------------------------------------|------

  |  2. Information Search v |   |

  ------------------------------------|-------

    | 3. Evaluation   v | |

    ------------------------------------|--------

      | 4. Purchase v  |     |

      -------------------------------------|---------

     | 5. Post-Purchase Evaluation    v      |

         --------------------------------------------

Post-Purchase Evaluation-கொள்முதல் பிந்தைய மதிப்பீடு

Question 4 of 10

What is the third stage of the product life cycle?

Decline Stage

Growth Stage

Answer : Maturity Stage

Introduction Stage

The “product life cycle” is a frequently used model for analyzing a product. It identifies the stages of a 

product, by observing sales volumes over time. Traditionally, the product life cycle charts the following 

four stages:

                Product (Service) Life Cycle

 ^

 |

 | Introduction . Growth    . Maturity . Decline .

 |  Low Sales . Increasing Sales . Constant Sales . Reducing Sales .

 |  High Costs .  Reducing Costs  . Reducing Costs . Constant Costs .

 |  No Profits .  Some Profits    . Increasing Profits . Reducing Profits .

        .        ~   ~ ~ ~     . .

s|      .      ~ ~ ~ .             .

e|      .    /  .   \ . .

l|      .      /    . \ .

a|      .    /    . . \     .

S|      .      /    . .   \ .

 |      .    /    . . .

 |      .     /    . . .

 |      .   /    . . .

 |      . /     . . .

 |            /    .        . .  

 |      ~~~~~ .       . . .

 |      / .       . . .

 |     /   .       . . .

 |    /   .       . . .

 |  -    .       . . .

 |-      .       . . .

 --------------------------------------------------------------------------------->

Time

Note : For the "Product (Service) Life Cycle" refer to the exact image from the local folder of IBMI.

Product (Service) Life Cycle - IG, MD

Info. : !!!!!!!

The stages of a product life cycle are: 

1. introduction, 

2. growth, 

3. maturity, 

4. decline

Question 5 of 10

Two key levels of the marketing environment are the …

Firm and industry

Society and encomony

Answer : Micro-environment and macro-environment

National and international environment

Two key levels of the marketing environment are the micro-environment (near environment) and the 

macro-environment (far environment):

Micro and Macro Environment"

Note : For the "Micro and Macro Environment" refer to the exact image from the local folder of IBMI.

The Micro Environment:

The micro-environment includes the company itself, 

its suppliers, marketing intermediaries, 

customer markets, and competitors. 

The Macro Environment:

The macro-environment includes concepts such as 

demography, economy, natural forces, 

technology, politics, and culture.

Question 6 of 10

Suppliers are …

Answer : internal stakeholders

external stakeholders

both internal and external stakeholders

* Communication to Stakeholders

Stakeholders are involved in or affected (negatively or positively) by the outcome 

and impact of a marketing action, project or program. Stakeholders can be divided 

into two main categories:

* Internal Stakeholders are engaged in economic transactions with the business (for example, 

stockholders, customers, suppliers, creditors, and employees).

* External Stakeholders are affected by or can affect a business’s actions without being directly 

engaged in the business (for example, the general public, communities, activist groups, business 

support groups, and the media).

Marketing communication can be divided into two flows directed at different target audiences. 

This necessitates அவசியம் different yet compatible communication strategies. A company cannot be 

telling customers one story and stockholders another.

Preparing a good communication and marketing strategy for all stakeholders typically involves 

four key points:

    (1) Determine stakeholder groups (methodology)      --- >  (2) Assess groups with stakeholder mapping

        ^                                                       |

|                                                       |

| Stakeholder Mapping                        |

|                    ( + )                              |

|           Communication Strategy                      |

|                                                       |

|                                                       |

|                                                       |

|                                                       v

(4) Measure the effectiveness of your communication --- >  (3) Define communication strategy per group

strategy

Note : For the "good communication and marketing strategy" refer to the exact image from the local folder of IBMI.

* Determine stakeholder groups (defining the audience): List the key stakeholders that need information.

* Assess groups with stakeholder mapping: Once the stakeholders are clearly defined, you can deep-dive into assessing 

and grouping them. To do so, stakeholder mapping has proven to be the best method. You can visually organize and classify 

different stakeholders according to characteristics like significance, urgency, interest, etc.

* Define communication/marketing strategy per group: A flexible yet consistent strategy needs to be tailored for 

each stakeholder group.

* Measure the effectiveness of your communication/marketing strategy: If possible, the effectiveness of the strategy 

should be measured (with quantitative and qualitative methods).

Question 7 of 10

The Ansoff Opportunity Matrix was created by Igor Ansoff as a way to create growth 

strategies for corporations based on markets and products. According to Ansoff, 

there are ____ possible combinations.

2

Answer : 4

6

8

* Tool: Ansoff Opportunity Matrix :

The Ansoff Matrix is a strategic planning tool that provides a framework to help executives, 

senior managers, and marketers devise strategies for future growth.

According to this tool, there are four possible combinations for growth. Each company needs 

to decide which strategy to use based on the strengths and weaknesses of the organization and 

its competitors. Each strategy has a different level of risk, with market penetration having 

the lowest risk and diversification having the highest risk.

M             Products

a            Existing       New

r    Existing | Market Penetration | | Product Development |

k

e       New | Market Development | |   Diversification   |

t 

Info.!!!!!!! :

--------------

The Ansoff Matrix is a useful tool for organizations wanting to identify and explore their growth options. It is 

one of the most commonly used tools for this type of analysis due to its simplicity and ease of use.

entice - கவர்ந்திழுக்க

* Implementing Global Strategies

We are seeing the emergence of an interdependent global economy. This global market is characterized by faster 

communication, transportation, and financial flows, all of which are creating new marketing opportunities and 

challenges. Companies recognize that worldwide competition, international marketing trends, and Internet 

technologies must be considered when launching campaigns both domestically and internationally.

As a result of this rapid shift towards an integrated, global economy, brands must adjust all aspects of the 

marketing mix to fit local tastes and needs, while maintaining a consistent product and brand image.

Quote !!!!!!! :

---------------

Oxford University Press defines a global marketing strategy as “marketing on a worldwide scale reconciling or taking 

commercial advantage of global operational differences, similarities and opportunities in order to meet global 

objectives.“

The four “P’s” of : 

marketing–product, 

price, 

placement, and 

promotion–are affected as a domestic or multinational 

company adjusts its strategy to become a global company. 

Question 8 of 10

According to Ansoff, “market penetration” is …

Answer : A growth strategy that uses current products and current markets with the goal to increase market share.

A growth strategy that uses existing products to capture new markets.

A growth strategy that uses new products in the existing market.

A strategy that creates completely new opportunities for the company by creating new products and new markets.

Question 9 of 10

According to the BCG Matrix, a “dog” is a product that …

… has a high market share in a slowly growing industry.

Answer : … has a low market share in a slowly growing industry.

… has a high market share in a rapidly growing industry.

… has a low market share in a rapidly growing industry.

* BCG Matrix : 

  The BCG Matrix, named after its inventors from Boston Consulting Group, assess products 

  on two dimensions. 

  The first dimension looks at the products general level of growth within its market.

  The second dimension then measures the product’s market share relative to the largest 

  competitor in the industry. Analyzing products this way provides a useful insight into 

  the likely opportunities and problems with a particular product.

Products are classified into four distinct groups: 

Stars, Cash Cows பண மாடுகள், Question marks கேள்விக்குறிகள், and Dogs.

      

      Relative Mareket Share

M        High    Low

a ----------------------------------------

r |    |           |

k   H|    |           |

e   I|    * |      ?       |

t   G|  Stars |  Question Marks |

    H|    |           |

    |    |           |

  ----------------------------------------

G |    |           |

r |    |           |

o   L|      //-$-0 |      o-\      |

w   O|  Cash Cows | Dogs |

t   W|    |           |

h    |    |           |

----------------------------------------

R

a

t

e

Note : For the "Relative Market Share" refer to the exact image from the local folder of IBMI.

Let’s have a look at what each of these four outcomes means for the product and the 

decision making process:

* Stars: 

   Star products all have rapid growth and dominant ஆதிக்கம் செலுத்துகிறது market share. 

   This means that star products can be seen as market-leading products. These products 

   will need a lot of investment to retain their position, to support further growth as 

   well as to maintain its lead over competing products. Star products will also be 

   generating a lot of income.

* Cash Cows: 

    Cash cows don’t need the same level of support as stars. This is due to less 

competitive pressures within a low growth market where they usually enjoy a 

dominant position. Cash cows are still generating a significant level of income 

but are not costing the organization much to maintain. These products can be 

“milked” to fund Star products.

* Dogs: 

   Products classified as dogs always have a weak market share in a low growth market. 

   These products are very likely making a loss or a very low profit at best. The 

   question for managers is whether the investment currently being spent on keeping 

   these products alive could be spent on making something that would be more profitable.

* Question Marks (also called Problem Children): 

    These products are in a high growth market but do not seem to have a high share of 

the market. One reason for this might be that a very new product was recently added 

to the market. If this is not the case, then some questions need to be answered. 

What is the organization doing wrong? What are competitors doing right?

Perceptual புலனுணர்வு

Question 10 of 10

Perceptual mapping is a diagrammatic technique used by marketers in an attempt to …

… visually display the perceptions of shareholders and/or suppliers.

… visually display the perceptions of employees or potential candidates.

Answer : … visually display the perceptions of customers or potential customers.

* Perceptual Mapping :

  One of the biggest headaches for marketing professionals is deciding where a new product 

  or service fits into the marketplace. In this lesson, we will show how your business can 

  benefit from using perceptual maps புலனுணர்வு வரைபடங்கள்  to decide where to position your 

  product or service against those of the competitors.

Perceptual mapping is a diagrammatic technique used by marketers, in an attempt to visually 

display the perceptions of potential customers. Typically, the position of a product, product 

line, brand, or company is displayed relative to their competition. This kind of visual 

representation can give valuable information about the current position, as well as the 

future strategy of a company.

The data for perceptual maps புலனுணர்வு வரைபடங்கள் comes from customer surveys of products 

or services – customers are typically asked to rate their views on various criteria such as:

* Performance

* Ease of use

* Price

* Reliability

* Quality

* Customer support

Survey results are compiled and plotted on a graph according to their scale values. These graphs 

commonly have two dimensions. In the example below, customer perceptions of price versus quality 

for three different brands are displayed on a graph, providing an excellent visual representation 

of how brands can be differentiated in the minds of consumers.

Perceptual Map of Price Vs Quality 

Higher Price

   ^

   |

   |

   |

   |

   | BRAND A

   |

   |

   |

   |

   |    

Lower Quality<-------------------------------------------------->Higher Quality 

   |

   | BRAND C

   |

   |

BRAND B    |

   |

   |

   |

   |

   |

   v

  Lower Price