2. The Marketing Process Mike Morgan D114 595174 mmorgan@bournemouth.ac.uk

3. What is marketing about? Customers How to find them How to satisfy them How to keep them The British Chartered Institute of Marketing defines marketing as : "The Management Process responsible for identifying, anticipating and satisfying customers needs profitably. "

4. How does this happen "Marketing is a process by which individuals and groups obtain what they need and want through creating and exchanging products and value with each other" Philip Kotler Marketing Management Not just goods and services but political and social objectives

5. What marketing is not Not just advertising  Not just selling Selling products that don't come back to customers who do. Baker (1985) converting consumer spending power into effective demand for a specific product. Rodger (1971)

6. Marketing as Process Analysis  What is our business?  Who are our customers  What are they buying  What is value to them Planning  Who to target  How to gain a competitive advantage

7. Implementation four key elements, described by McCarthy (1981) as the Four Ps of the Marketing Mix:  Product - what to offer  Price - how much to charge for it  Promotion - how to tell people about it  Place - how or where people can buy it  all decided with the customer's needs and values in mind.

8. The 4ps -over-simplistic? only tools to implement a strategy, they are not a strategy in themselves (Kotler) First you need to decide –Segmentation –Targeting –Competitive Positioning

9. Booms and Bitner (1981) say the Services Marketing Mix also includes People – the way staff interact with customers  Training, supervision and motivation issues Process – the systems that ensure that customer satisfaction is delivered  Quality assurance procedures Physical evidence – the tangible elements of an intangible product  Uniforms, décor, signs, printed material

10. Lauterborn says that the 4Ps are too company orientated and should be translated into the 4Cs Product Price Place Promotion Customer Need Cost to the customer Convenience Communication

11. Marketing as a Philosophy marketing is too important to be left to the marketing department It is the whole business seen from the viewpoint of the end-user, the customer Peter Drucker (1954)

12. Marketing as Relationship Management The Swedish writer, Christian Grönroos, proposed a Nordic definition of marketing : The aim of Marketing is to establish, develop and commercialise long-term customer relationships so that the objectives of the parties are met. This is done by a mutual exchange and keeping of promises. (Gronroos (1989)

13. Gronroos also emphasises the key role of Service Management even for tangible products. When the core products are alike, it is the service quality that differentiates and gives a competitive advantage

14. Leisure marketing - why is it different ? Leisure activities are  intangible  perishable  inseparable  variable  and competing for the customer's spare time and disposable income.

15. Beyond Customer Needs “What is certain is that we are living in a desire economy. The majority of people have all the things they need. So you have to ensure consumers feel they want what you have. Emotional pull is central to brand attractiveness, rather than functional product performance” Tamar Kasriel, The Henley Centre www.henleycentre.com

16. The Experience Economy Pine and Gilmore 1999 Service is not enough to create an advantage Offer a unique and memorable experience –‘Work is theatre and every business a stage’ –Venue = stage set –Staff = cast –Create a script which needs the customer to take part The most valuable resource in the future will be good stories (Jensen 1999 The Dream Society)

17. Resources

18. Web Site http://apollo4.bournemouth.ac.uk/si/mmorgan/index.html