Visa Marketing Audit

Topics: Debit card, Credit card, Payment systems Pages: 29 (7496 words) Published: May 3, 2013
HUYNH Minh Thong-VEMBA 5 – GROUP3
Class: BUS 623
Marketing Management
Fall 2012 -- HCMC

Requirement

Giving the appropriate answers, focus on explain the implications of marketing (capital m v/s small m).

Demonstrate writer’s mastery of as many of the concepts (e.g., segmenting, targeting, and positioning, etc), models (e.g., customer equity, customer experience , etc.), and tools (e.g., perceptual and preference maps, the Boston Consulting Group and GE matrices, etc.)

State the distinction between and implications for the organization of the goods-dominant logic and service-dominant logic perspectives.

Company

Visa Incorporation

Table of Contents
IMPLICATIONS OF MARKETING (Capital M vs. Small m) .............................................................3 INTRODUCTION ..............................................................................................................................................5 Company Description ...................................................................................................................................5 Products and services ..................................................................................................................................5 SWOT analysis………………… .......................................................................................................................7 Portfolio analysis..........................................................................................................................................12 BCG portfolio matrix ...................................................................................................................................12 GE matrix .........................................................................................................................................................13 Global brand ...................................................................................................................................................16 Segmenting .....................................................................................................................................................16 Visa’s Unique Competitive Advantages...............................................................................................17 Targeting .........................................................................................................................................................18 Positioning ......................................................................................................................................................19 Goods dominant service V/S Service dominant logic .................................................................21 Sponsorship marketing – one kind of services dominant strategy.........................................21 Conclusion………….......................................................................................................................26 IMPLICATIONS OF MARKETING (Capital M vs. Small m)

“Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view” -- Peter Drucker What words change meaning when the first letter is capitalized? Most often, a word changes because a noun becomes a proper noun, usually either a brand, a place where something commonly known originated or to emphasize a word with specific meaning. It is hard to definite the sense of Marketing, because it is a set of concepts related to bring the firm’s value to the client, is not only selling.

When many people think of marketing, they think of either selling or advertising. Selling has a bad reputation, we might be reminded such as annoying telemarketer that interrupted your dinner last night or follow doggedly when...

References: VISA SPONSORSHIP MARKETING (Victoria Chang)
Miriam Kreinin Souccar, “Visa’s Sponsorship Gives it Inside Lane for Olympic Games,” American Banker, November 9, 1999, vol
Lavonne Kuykendall, “War Jitters Aside, Card Giants Defending Sponsorship Deals,” The American Banker, March 25, 2003, p. 7.
Lavonne KuyKendall, “Gauging Value Has High Degree of Difficulty,” The American Banker, February 27, 2002, p. 1
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