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Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Svend HollensenUniversity of Southern Denmark
svend@sam.sdu.dk
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Here I live
SDU
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
University of Southern Denmark Sønderborg
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
1st ed. came in 1998
2nd ed. came in 2001
3rd ed. came in 20044th ed. came
in 2007
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Svend Hollensen:
Marketing Mangement – A Relationship Approach
2nd ed., Feb. 2010
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Comes out in March 2010:
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
1. edition 2003 2. edition 2010 (published Feb. 2010)
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Part 1: Assessing the competitiveness of the firm (internal)Chapter 2: Identification of the firm’s core competencesChapter 3: Development of a firm’s competitive advantage
Part 2: Assessing the external marketing situation Chapter 4: Customer behaviourChapter 5: Competitor analysisChapter 6: Analysing relationships in the value chain
Appendix:Marketing Research and decision support system
Part 3: Developing marketing strategiesChapter 7: SWOT and strategic marketing planning and portfolio analysisChapter 8: Segmentation, targeting and positioning and competitive strategiesChapter 9: CSR strategy and the Sustainable Global Value Chain
Part 4: Developing marketing programmes Chapter 10: Establishing, developing and managing buyer-seller relationshipsChapter 11: Product and service decisionsChapter 12: Pricing decisionsChapter 13: Distribution decisionsChapter 14: Communication decisions
Part 5: Organizing, implementing and controlling the marketing effortChapter 15: Organizing and implementing the marketing planChapter 16: Controlling and budgeting
Chapter 1: Introduction
Assessing the current situation:
ANALYSIS
PLANNING
&
IMPLEMENTION
Strategic
decisions
Functional/Tactical decisions
Action planning decisions
Structure: Svend Hollensen: Marketing Management - A Relationship Approach, 2/e, Pearson, 2010
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
21 cases 0 Cases On-line cases 4 cases
736 pages 464 pages 928 pages 664 pages
£42.99 £43.99 £49.99 £46.99
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Suppliers
CompetitorsFocalfirm
Complemen-tors
Customers
The Value Net:
Horizontal Network
Vertical Network
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Suppliers
Customers
(Upstream)
(Downstream)
Focal firm:Braun (Gillette)
Complementors: e.g.Competitors: e.g.
Horizontal cooperation:
Verticalcooperation:
Possible cooperation about expanding the total product programme in oral care
Possible cooperation with Philips about developing new technologiesin electrical tooth brushing,e.g. software-development
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Case: SaipaSaipa facts:- Established in 1966-Headquarters in Teheran, Iran-18,500 employees-Second-largest car manufacturer in Iran after IKCO (Iran Khodro Company)-Iranian Government owns 48% of Saipa
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Saipa
Employees
Partnership and JVs with other car maufacturers: - Citroën (France)- Renault (France)- Kia (Korea- Proton (Malaysia)
Saipa Culture:-Cultural events-Film festivals- Contests- Theatre
Saipa Sports:- Football (Saipa FC)- Basketball- Weightlifting (celebrity endorser, Hossein Rezazadeh)- Ancient Wrestling
Iranian Religious clergy Iranian
Government
Iranian society:- General public- Customers (dealers, end-customers)
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
CSR – YouthAIDS case:
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
YouthAIDS ALDO Shoes
(Canadian owned shoe retail chain with 1,000 stores operating in 37 countries around the world)
(A non-profit organization operating in more than 60 countries to stop spred of HIV / AIDS)
USD 3.5 million for the sales of nearly 1 million tags in Aldo stores
Provide awareness for Aldo shoes by making the campaign / tag trendy among celebrities
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Svend Hollensen:
Global Marketing
5th ed., June 2010
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
4th edition of Global Marketingcame out in 2007:
5th edition is coming out in June 2010 :
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Main structureof ’Global Marketing’:
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
= The wold’s biggestpublisher within businessliterature for uni. courses
Reps in UK(home)
Reps inBenelux
Reps inSkandinavia
Reps inEasternEurope
Reps inAsia
Reps inNorthAmerica
Business schools = end customers
Lecturers Students
Lecturers Students
Lecturers Students
Lecturers Students
Lecturers Students
Lecturers Students
Supplier:R & DProduct development
Customer:Production & Marketing
GAM -relation
HQ in UK (London)
What to do as a supplier with small relative power?
Info. about ”external” competitors etc.Guest lectures, tours etc.
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
On tour with ……….
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
77 cases 12 cases 20 cases 28 cases 24 Cases
750 pages 480 pages 608 pages 672 pages 420 pages
£45.99 £43.99 £37.99 £48.99 £36.99
Comparison - European market
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
77 cases 23 cases 20 cases 28 cases 14 Cases
750 pages 744 pages 752 pages 672 pages 672 pages
$185 $174 $209 $185 $174
Comparison - US market
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Most fashionable items (own production):- Own factories in Spain an Portugal (app. 50% of all supplies) - Rest of Europe (app. 25% of all supplies)
Items with longer shelf life, e.g. basic T-shirts (out-sourced production ):Low-cost producers in:Turkey, India, Bangla Desh and China
1500 ZARA stores around the world
Suppliers:
Inditex
75% 25%
Millions of end-customers around the world
ZARA:
End-customers:
In the customer feed-back chain, Zara stores act as customer information gathering terminals, that will bring back the information to Zara HQ in order to create new designs, that will be produced in the factories
Info-feedback
Info-feedback
Info-feed-back
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Two new cases in Global Marketing, 5e – What are the similarities between these two products from a marketing point of view?
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Case: LifestrawThe Problem: The Solution:
How to market the solution (Lifestraw) worldwide through international organizations?
Svend Hollensen, svend@sam.sdu.dk, Pearson Sales Conference, January 2010
Thank you for your attention
Now it is time for questionsor comments
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