Introduction to Marketing

Reena Roy
SASTRA
 What is marketing?

• Marketing is a social and managerial process

by which individuals obtain what they need and
want through creating, offering and exchanging
products of value with others (Kotler 1997).
• American Marketing Association (Late 2004)
Organizational function and set of processes for
creating, communicating and delivering value
to customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders.
 Marketing Definition (in layman terms)

 Marketing is about knowing, delivering and

satisfying the consumer’s needs while meeting
the organization’s goals.
• Knowing - Sensing, figuring out
• delivering – giving, getting into customers
hands
• Goals - needs
 What Is Marketing?
The Marketing Process

1. Understand the marketplace and customer wants

and needs
2. Design a customer-driven marketing strategy
3. Construct a marketing plan that delivers superior
value
4. Build profitable relationships and create customer
satisfaction
5. Capture value from customers to create profit and
customer equity

1-5
Core Marketing Concepts
 Understanding the Marketplace
and Customer Needs
 Instincts. Human nature is full of instincts, such
as hunger, thirst, protection against the forces of
the environment etc.
 Needs. They are requirements for basic
satisfaction. Eg: Food, water, clothing, safety,
belonging, esteem
• Needs are not created by marketing, they exist
in human nature.
• Needs are states of deprivation
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
 Understanding the Marketplace
and Customer Needs
 Wants. They are desires for specific need
satisfiers . They are numerous and may
differ from person to person.
• They are changing by the passage of time.
• They are shaped by the political,
economic, cultural and technological
environment of a society.
• Wants = form human needs take that are
shaped by culture and individual personality
 Understanding the Marketplace
and Customer Needs
 Demands. They are wants for specific products,
backed by an ability and willingness to acquire them.
• A want is transformed to a demand when backed by
purchasing power
 Product. It is anything that can satisfy a need or a
want. It can be a physical good, a service or an idea.
• Every physical good is surrounded by a number of
services.
• In most cases when people buy a physical good,
they buy it for the services that it provides.
• Broad-minded manufacturers focus on the services
that surround their physical goods, not on the
physical good itself
 Marketing Offer
Market offerings are some combination of
Products, Service, Information, Experience
• The offer provides the answer or solution to
needs and wants of the customers.
• Marketing myopia is focusing only on existing
wants and losing sight of underlying consumer
needs.
• Exchange is the act of obtaining a desired object
from someone by offering something in return.
• Relationships consist of actions to build and
maintain desirable relationships
 Understanding the Marketplace
and Customer Needs
 Customers Value. It is the estimate of the consumer
of the extent to which a product can satisfy his/her
needs.
• Consumers can choose from a set of products.
• Every product offers both functional value and
symbolic value.
• Different products provide different levels of value.
• Customers seek value maximization
• Since products are purchased at a cost, customers
usually have to make a tradeoff between value
maximization and ability to buy the right product
 Understanding the Marketplace
and Customer Needs
 Value (perception)
• 1. Before Purchase
• 2. Expectations
• 3. Customer Perceived Value
 Satisfaction
• 1. After purchase
• 2. Customer satisfaction
 Understanding the Marketplace
and Customer Needs
• Total customer value - It represents the
aggregation of benefits that a customer
expects from a good, a service or an idea
• Total customer cost - It is the
aggregation of costs (monetary and non-
monetary) that customers have to pay in
order to locate, evaluate, purchase, use
and divest a good, a service or an idea
 Understanding the Marketplace
and Customer Needs
• Customer delivered value. It is the
difference between total customer value and
total customer cost.
• Customer satisfaction. It depicts a
customer’s feelings of pleasure or
displeasure, emanating from comparing a
good’s, a service’s or an idea’s actual
performance with his/her pre-purchase
expectations
 Understanding the Marketplace
and Customer Needs
 Exchange. It is the process of obtaining a
desired product from someone by offering
something in return.
 Transaction. It is a process of value trading
between one or two parties.
 Monetary transactions: A pays $100 to B, in
order to acquire a desired value.
 Barter transactions: Non-monetary
transactions, whereby products are traded for
other products
 Marketing Management

• Marketing management is the process of

planning and executing the conception,
pricing, promotion and distribution of
ideas, goods, and services to create
exchanges that satisfy individual and
organizational needs (American Marketing
Association)
Designing a Customer-Driven Marketing
Strategy
• Market. It is the total number of potential
customers (consumer or organizational) who have
similar needs or wants and who are willing and
able to engage in an exchange process that will
result in the satisfaction of their needs or wants.
• In other words market are the set of actual and
potential buyers of a product.
• Market segmentation. The process of
investigating the total market in order to detect
sizeable parts, consisting of customers with
similar and specific needs and wants
 Designing a Customer-Driven Marketing
Strategy
• Targeting. It is the process of choosing one or more market
segments and of concentrating corporate resources on them,
in order to meet their needs and wants in the best way.
• De-marketing: Marketing to reduce demand temporarily or
permanently; the aim is not to destroy demand but to reduce
or shift it.
• Marketing system consists of all of the actors (suppliers,
company, competitors, intermediaries, and end users) in the
system who are affected by major environmental forces
• Demographic
• Economic
• Physical
• Technological
• Political–legal
• Socio-cultural
The Marketing Process
 Preparing an Integrated Marketing
Plan and Program
Marketing Mix

The marketing mix is the set of tools (four Ps)

the firm uses to implement its marketing
strategy
• Product
• Price
• Promotion
• Place
Marketing Mix and the Customer

Four Ps Four Cs
• Product • Customer solution
• Price • Customer cost
• Place • Convenience
• Promotion • Communication
 Building Customer Relationships

Customer Relationship Management

(CRM)
Customer relationship management is the overall process of
building and maintaining profitable customer relationships by
delivering superior value and satisfaction

Customer perceived value is the difference between total

customer value and total customer cost

Customer satisfaction is the extent to which a product’s

perceived performance matches a buyer’s expectations
 Building Customer Relationships

Customer Relationship Management

(CRM)
Customer Relationship Levels and Tools

• Basic relationship
• Full relationships
• Frequency marketing programs
• Club marketing programs
 Building Customer Relationships

The Changing Nature of Customer Relationships

Relating with more carefully selected customers

uses selective relationship management to target
fewer, more profitable customers
Relating for the long term uses customer relationship
management to retain current customers and build
profitable, long-term relationships
Relating directly uses direct marketing tools
(telephone, mail order, kiosks, Internet) to make
direct connections with customers
 Building Customer Relationships

Partner Relationship Management

Partner relationship management refers to

working closely with partners in other
company departments and outside the
company to jointly bring greater value to
customers
 Building Customer Relationships

Partner Relationship Management

Partners inside the company is every function area

interacting with customers
• Electronically
• Cross-functional teams

Partners outside the company is how marketers

connect with their suppliers, channel partners, and
competitors by developing partnerships
 Building Customer Relationships

Partner Relationship Management

Supply chain is a channel that stretches from

raw materials to components to final
products to final buyers
• Supply management
• Strategic partners
• Strategic alliances
 Capturing Value from Customers
Creating Customer Loyalty and Retention

Customer lifetime value is the value of the entire

stream of purchases that the customer would
make over a lifetime of patronage
Share of customer is the portion of the customer’s
purchasing that a company gets in its product
categories
Customer equity is the total combined customer
lifetime values of all of the company’s customers
 Capturing Value from Customers

Building Customer Equity

Building the right relationships with the right

customers involves treating customers as
assets that need to be managed and
maximized
• Different types of customers require different
relationship management strategies
• Build the right relationship with the right
customers
 Marketing Management Orientations
• Production concept is the idea that consumers will favor
products that are available or highly affordable
• Product concept is the idea that consumers will favor
products that offer the most quality, performance, and
features for which the organization should therefore devote
its energy to making continuous improvements.
• Selling concept is the idea that consumers will not buy
enough of the firm’s products unless it undertakes a large
scale selling and promotion effort.
• Marketing concept is the idea that achieving organizational
goals depends on knowing the needs and wants of the target
markets and delivering the desired satisfactions better than
competitors do
• Societal concept is the idea that a company should make
good marketing decisions by considering consumers’ wants,
the company’s requirements, consumers’ long-term
interests, and society’s long-run interests
1-18
 Value chain analysis
• A value chain is a linked set of value creating
activities beginning with basic raw materials
coming from suppliers, moving on to a series
of value added activities involved in producing
and marketing a product or service, and ending
with distributors getting the final goods into the
hands of the ultimate consumer.
• The focus of value-chain analysis is to
examine the corporation in the context of the
overall chain of value creating activities which
12/08/21 30
the firm may only be a small part.
 Company Value Chain
Primary Activities and Costs

Purchased
Distribution
Supplies
And Sales and Profit
and Operations Service
Inbound
Outbound Marketing Margin
Logistics Logistics

Product R&D, Technology, Systems Development

Human Resources Management Support

Activities
General Administration and Costs
 The
Marketing Environment
 Chapter Outline

1. The Company’s Microenvironment

2. The Company’s Macroenvironemnt
3. Responding to the Marketing Environment
 The Marketing Environment

The marketing environment includes the actors

and forces outside marketing that affect
marketing management’s ability to build and
maintain successful relationships with
customers
Microenvironment consists of the actors close to
the company that affect its ability to serve its
customers, the company, suppliers, marketing
intermediaries, customer markets, competitors,
and publics
 The Company’s Microenvironment
Marketing Environment

Macroenvironment consists of the larger societal forces

that affect the microenvironment
• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural
 The Company’s Microenvironment

1. The Company
2. Suppliers
3. Marketing intermediaries
4. Customers
5. Competitors
6. Publics
 The Company’s Microenvironment

1. The Company

Internal environment includes:

• Top management
• Finance
• R&D
• Purchasing
• Operations
• Accounting
 The Company’s Microenvironment
2. Suppliers

• Provide the resources to produce goods and

services
• Treated as partners to provide customer value
 The Company’s Microenvironment
3. Marketing Intermediaries
• Help the company to promote, sell, and distribute its
products to final buyers
• Include:
• Resellers - are the distribution channel firms that help the
company find customers or make sales to them; Include:
Wholesalers, Retailers
• Physical distribution firms -are the distribution channel firms
that help the company to stock and move goods from their
points of origin to their final destination
• Marketing services agencies - are the marketing research firms,
advertising agencies, media firms, and marketing consulting
firms that help the company target and promote its products to
the right markets
• Financial intermediaries - include banks, credit companies,
insurance companies, and other businesses that help finance
transactions or insure against the risks associated with the
buying and selling of goods
 The Company’s Microenvironment
4. Customers

• Customer markets consist of individuals and

households that buy goods and services for personal
consumption
• Business markets buy goods and services for further
processing or for use in their production process
• Reseller markets buy goods and services to resell at a
profit
• Government markets buy goods and services to
produce public services or transfer goods and services
to others who need them
• International markets consist of buyers in other
countries including consumers, producers, resellers, and
governments
 The Company’s Microenvironment
5. Competitors

Firms must gain strategic advantage by positioning

their offerings against competitors’ offerings
The Company’s Microenvironment

6. Publics

Any group that has an actual or potential interest in

or impact on an organization’s ability to
achieve its objectives
• Financial publics
• Media publics
• Government publics
• Citizen-action publics
• Local publics
• General public
• Internal publics
 The Company’s Microenvironment
6. Publics

Financial publics influence the company’s ability

to obtain funds—banks, investment houses,
and stockholders
Media publics carry news, features, and editorial
opinion—newspapers, magazines, and radio
and television stations
Government publics influence product safety and
truth in advertising
 The Company’s Microenvironment

6. Publics

Citizen-action publics include consumer organizations,

environment groups, and minority groups
Local publics include neighborhood residents and
community organizations
General publics influence the company’s public image
Internal publics include workers, managers, volunteers,
and directors
 The Company’s Macroenvironment

1. Demographic environment
2. Economic environment
3. Natural environment
4. Technological environment
5. Political environment
6. Cultural environment
 The Company’s Macroenvironment

1. Demographic Environment

Demography is the study of human populations in terms of

size, density, location, age, gender, race, occupation,
and other statistics
Demographic environment is important because it
involves people, and people make up markets
Demographic trends include age, family structure,
geographic population shifts, educational
characteristics, and population diversity
 The Company’s Macroenvironment
Demographic Environment
Changing Age Structure of the Population

Generational marketing is important in

segmenting people by lifestyle of life state
instead of age
 The Company’s Macroenvironment

Demographic Environment
The Changing Family

More people are:

• Divorcing or separating
• Choosing not to marry
• Choosing to marrying later
• Marrying without intending to have children
• Higher divorce rates
• Increased number of working women
• Stay-at-home dads
 The Company’s Macroenvironment

Demographic Environment
Geographic Shifts in Population
• Trends include:
• Migratory movements between and within
countries
• Moving from rural to metropolitan areas
• Changes in where people work
• Telecommuting
• Home office
• Divorcing or separating
 The Company’s Macroenvironment

Demographic Environment
Changes in the Workforce

Trends include:
• More educated
• More white collar
• More professional
 The Company’s Macroenvironment

Demographic Environment
Increasing Diversity

• Markets are becoming more diverse

• International
• National
• Trends Include:
• Ethnicity
• Gay and lesbian
• Disabled
 The Company’s Macroenvironment

2. Economic Environment

Economic environment consists of factors that

affect consumer purchasing power and
spending patterns

• Subsistence economies consume most of their own

agriculture and industrial output

• Industrial economies are richer markets

 The Company’s Macroenvironment

Economic Environment
Changes in Income

Value marketing involves ways to offer financially

cautious buyers greater value—the right
combination of quality and service at a fair
price
 The Company’s Macroenvironment

Economic Environment
Changes in Income

• Income distribution
• Upper-class consumers
• Middle-class consumers
• Working-class consumers
• Underclass consumers
 The Company’s Macroenvironment

Economic Environment
Changes in Consumer Spending Patterns

Ernst Engel—Engel’s Law

• As income rises:
• The percentage spent on food declines
• The percentage spent on housing remains constant
• The percentage spent on savings increases
 The Company’s Macroenvironment
3. Natural Environment

Natural environment involves the natural resources that

are needed as inputs by marketers or that are affected
by marketing activities
• Trends
• Shortages of raw materials
• Increased pollution
• Increased government intervention
• Environmentally sustainable strategies
• Green marketing
 The Company’s Macroenvironment
4. Technological Environment

Most dramatic force in changing the marketplace with many

positive and negative effects
• Rapid change
• Provides new markets and new opportunities
• Internet
• Medicine
• Miniaturization
• Weapons
• Credit cards
• Communication
 The Company’s Macroenvironment
5. Political Environment

Political environment consists of laws,

government agencies, and pressure groups
that influence or limit various organizations and
individuals in a given society
 The Company’s Macroenvironment
Political Environment

• Legislation regulating business

• Public policy to guide commerce—sets of laws and
regulations that limit business for the good of society
at large
• Increasing legislation
• Protect companies
• Protect consumers
• Protect the interests of society
 The Company’s Macroenvironment

Political Environment
Changing Government Agency Enforcement

• Government Trade Commission

• Food and Drug Administration
• Federal Communications Commission
• Federal Energy Regulatory Commission
• Federal Aviation Administration
• Consumer Product Safety Commission
• Environmental Protection Agency
 The Company’s Macroenvironment

Political Environment
Increased Emphasis on Ethics and Socially Responsible
Actions

Socially responsible behavior occurs when firms

actively seek out ways to protect the long-term
interests of their consumers and the
environment
• Cause-related marketing
 The Company’s Macroenvironment

6.Cultural Environment

Cultural environment consists of institutions and

other forces that affect a society’s basic values,
perceptions, and behaviors
 The Company’s Macroenvironment
Cultural Environment
Persistence of Cultural Values

Core beliefs and values have a high degree of

persistence, are passed on from parents to
children, and are reinforced by schools,
churches, businesses, and government
Secondary beliefs and values are more open to
change
 The Company’s Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values

Major cultural values of a society are expressed in people’s

view of:
• Themselves
• Others
• Organization
• Society
• Nature and the universe
 The Company’s Microenvironment

Cultural Environment
Shifts in Secondary Cultural Values

• People’s view of themselves

• Yankelovich Monitor’s consumer segments:
• Do-It-Yourselfers—recent movers
• Adventurers
• People’s view of others
 The Company’s Macroenvironment

Cultural Environment
Shifts in Secondary Cultural Values

• People’s view of organizations

• People’s view of society
• Patriots defend it
• Reformers want to change it
• Malcontents want to leave it
 The Company’s Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values

• People’s view of nature

• Some feel ruled by it
• Some feel in harmony with it
• Some seek to master it
• People’s view of the universe
• Renewed interest in spirituality
 Responding to the Marketing
Environment
Views on Responding

• Uncontrollable
• Reacting and adapting to forces in the environment
• Proactive
• Taking aggressive actions to affect forces in the
environment
• Reactive
• Watching and reacting to forces in the environment
SEGMENTATION AND TARGET
MARKETING
 WHAT IS A MARKET?
• An aggregate of people who, as
individuals or organizations, have needs or
wants for products or services and who
have the ability, willingness and authority
to buy
QUALIFIERS
INDIVIDUALS NEEDS PRODUCTS ABILITY
WILLINGNESS
ORGANIZATIONS WANTS SERVICES AUTHORITY
 TYPES OF MARKETS?
• CONSUMER: Intend
to consume or
benefit, but not to
make a profit
• ORGANIZATIONAL:
– Resale
– Direct use in
production
– Use in daily operations
 MARKET SEGMENTATION

• There are very few products which can be

sold to all people or organizations.
Therefore, marketers must segment
potential customers into subsets, or target
markets that can be effectively and
efficiently reached.
• A viable target market must be…
 VIABLE TARGET MARKETS

• IDENTIFIABLE
• MEASURABLE
• ACCESSIBLE
• SUBSTANTIAL
• STABLE OR
GROWNG
(USUALLY)
• UNIQUE MARKET
NEEDS
 MARKET SEGMENTATION

• Almost any variable may be used as a

segmentation variable as long as the
marketer remembers…
– Not all buyers are alike
– Meaningful sub groups must have similar
purchasing motives
– Every time a marketer adds another
segmentation dimension, the market gets smaller
Maybe I won’t segment
my market!
• MASS MARKETING
– + Economies of scale
– + Appropriate if all consumers have the same needs
and wants
– + Simplicity
– -------------------------------------
– Ideal method IF all consumers have identical
purchasing motives. Reality = RARELY HAPPENS
 DEVELOPING A TARGET
MARKET STRATEGY
• Analyze consumer demand
• Segment the market into like
clusters
• Select one or more
segments to target with a
specific marketing mix
• Position the product or
service so that it is
perceived by each target
market segment as
satisfying their needs better
than the opposition.
 ALTERNATIVE STRATEGIES
• Sale of barley, oats or wheat by
• UNDIFFERENTIATIED Cooperative (undifferentiated
product to any buyers)

• CONCENTRATED • Marketing of Bosch 17” electric

chainsaws to Sears for home
use by consumers
(differentiated product to fill
specific need
• CUSTOM
• Dell Optiplex Gxi with custom
configuration to Mr. X for
personal use.
• MULTISEGMENT
• Chain saw example x 3
 THE 80/20 PRINCIPLE
• 20% OF YOUR Harrison Electric
CUSTOMERS Company
ACCOUNT FOR 80%
OF YOUR
PROFITABLE
SALES.
– Essential to identify
these 20%.

Harrison Foundry
 MUST ALSO AVOID THE
MAJORITY FALICY
• Some marketers
blindly pursue the
largest and most PETITES JUNIORS

visible target markets

and miss very
attractive niche
markets
MISSES
XLT
 COMMON CONSUMER MARKET
SEGMENTATON BASES
• Geographic segmentation
• Demographic segmentation
• Family Life-Style segmentation
• Psychographic segmentation
• Behavioral segmentation
– Occasions
– Benefits sought
– User rates
– Loyalty
• Personal characteristics
• Multi-dimensional cross-classification
segmentation matrices
 GEOGRAPHIC AND DEMOGRAPHIC
SEGMENTATION
• GEOGRAPHIC
• DEMOGRAPHICS
– USA / JAPAN / AUSTRALIA
– MARTAL STATUS
– SMALL TOWNS
– INCOME
– TOURIST DESTINATIONS
– EDUCATION
– CLIMATE
– OCCUPATION
– POPULATION DENSITY
– HEIGHT & WEIGHT
– GENDER
– AGE
– RELIGION
 FAMILY LIFE STYLE SEGMENTATION

• FAMILY LIFE STYLE

– SINGLE
– YOUNG MARRIED W/O
– DIVORCED WITH
CHILDREN
CHILDRED
– YOUNG MARRIED WITH
– DIVORCED WITHOUT
CHILDREN
CHILDREN
– MIDDLE AGED MARRIED
WITH CHILDREN
– MIDDLE AGED MARRIED – YOUNG
W/O DEPENDENT – MIDDLE AGED
CHILDREN – OLD
– OLDER MARRIED
– OLDER UNMARIED
 PSYCHOGRAPHIC SEGMENTATION
• PERSONALITY
VALS2
• MOTIVES
•RESOURCES
• LIFESTYLES
•SELF-
• VALUES ORIENTATION
• ATTITUDES
• BELIEFS
• PERCEPTIONS OF RISK
• REFERENCE GROUPS
• NEEDS
 VALS2
RESOURCES

SELF ORIENTATION

GO TO VALS2
 BEHAVIORAL SEGMENTATION

• BENEFIT
SEGMENTATION •Nutrition, taste, calories,, value to price,
alcohol content, longevity, etc.

• USAGE •Light, medium or heavy user; purchase

SEGMENTATION pattern, how product is used, family or
economy size vs singles, etc.

• LOYALTY •Level of brand, company, family of

SEGMENTATION brands, store loyalty; situation specific
brand loyalty
COMMON ORGANIZATION-TO-ORGANIZATION
MARKET SEGMENTATON BASES

• GEOGRAPHIC
• CUSTOMER SIZE
• CUSTOMER TYPE
• PRODUCT USE
• PURCHASE CRITERIA AND APPROACHES
• PURCHASING STRATEGIES
• IMPORTANCE OF THE PURCHASE
• PERSONAL CHARACTERISTICS
Recalling the Kotler Instinct…
• “Positioning is not what you do to a
product, but what you do to a mind of
a prospect”
• “Act of designing the company’s
image to occupy a distinctive place in
the mind of target market that ends in
a successful creation of customer
focused value-proposition”
 Positioning for Competitive
Advantage
• Product’s position is the way the product is
defined by consumers on important attributes, or
as the place the product occupies in consumers’
minds relative to competing products.
– Perceptual position maps can help define a brand’s
position relative to competitors.
• Positioning is the act of designing the company’s
offering and image to occupy a distinctive place
in the target market’s mind
 Brand Positioning
• Can position brands at any of three levels:
– Product attributes
– Product benefits
– Beliefs and values
• Attribute Positioning
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• ..\positioning\1.3suzuki.mpeg
• Benefit Positioning (Maggi, Moov).
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• ..\positioning\2.2zandubalm2.mpeg
• ..\positioning\2.3ponds.mpeg
 Brand Positioning
• Application Positioning (yatra.com, Zero-B).
• User Positioning (Nokia 1100, Cartoon
Network).
• Competitor Positioning (Coke and Pepsi,
Reliance).
• Product Category Positioning (MRF, Hero
Honda).
• Quality or Price Positioning (Krd rice, Nokia
Prism).
 Positioning Errors
• Underpositioning:
– Failing to really position the company at all
e.g. Security Instruments....\Tata Sky.mpeg
• Overpositioning:
– Giving buyers too narrow a picture of the
company e.g. Tanishq....\Tata Safari.MPG
• Confused Positioning:
– Leaving buyers with a confused image of a
company e.g. Dandi salt...\polo3.mpeg
 Perceptual mapping
• Perceptual mapping is a graphics
technique used by marketers that attempts
to visually display the perceptions of
customers or potential customers.
• Typically the position of a product,
product line, brand, or company is
displayed relative to their competition.
Perceptual Mapping of
Positions
 POSITIONING AND PERCEPTUAL MAPPING
( IN CONSUMER’S MIND RELATIVE TO
ALTERNATIVES)

. ATTRIBUTES
•PRICE AND QUALITY
•USE OR APPLICATION
•PRODUCT USER
•PRODUCT CLASS
•COMPTITOR
•A MIX OF THE ABOVE

HOTELS
Perceptual mapping
 Perceptual Map
Hotels

1 Days Inn
2 Embassy Suites
3 Holiday Inn
4 Holiday Express
5 Holidome
6 Homewood Suites
7 Howard Johnson
8 Hyatt