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Connecting with Customers: The Art and Science of Marketing

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Presentation on theme: "Connecting with Customers: The Art and Science of Marketing"— Presentation transcript:

1 Connecting with Customers: The Art and Science of Marketing
© Prentice Hall, 2007 Excellence in Business, 3e

2 Marketing in a Changing World
Planning New product Execution © Prentice Hall, 2007 Excellence in Business, 3e

3 Excellence in Business, 3e
What is Marketing? Conception Pricing Promotion Distribution © Prentice Hall, 2007 Excellence in Business, 3e

4 Core Marketing Concepts
Needs, wants, and demands Products and services Value, satisfaction, and quality Exchanges, transactions, relationships Markets © Prentice Hall, 2007 Excellence in Business, 3e

5 Excellence in Business, 3e
Types of Marketing Product marketing Place marketing Cause-related marketing © Prentice Hall, 2007 Excellence in Business, 3e

6 Excellence in Business, 3e
The Role of Marketing Needs and wants Exchange process Transactions © Prentice Hall, 2007 Excellence in Business, 3e

7 Excellence in Business, 3e
The Four Utilities Form Time Place Possession © Prentice Hall, 2007 Excellence in Business, 3e

8 Excellence in Business, 3e
Selling vs. Marketing Selling Factory Existing products Selling and promoting Profits through sales volume Marketing Market Customer needs Integrated marketing Profits through customer satisfaction © Prentice Hall, 2007 Excellence in Business, 3e

9 Customer Satisfaction
Positive Customer Experiences Negative Customer Experiences Greater customer loyalty Positive “word of mouth” More sales opportunities Less price sensitivity Damaged business reputation Negative “word of mouth” Fewer sales opportunities Reduced business prospects © Prentice Hall, 2007 Excellence in Business, 3e

10 Marketing on the Leading Edge
Increased accountability Technology and the human touch Business ethics and etiquette © Prentice Hall, 2007 Excellence in Business, 3e

11 Understanding Today’s Customers
Sophisticated Price sensitive Demanding Informed © Prentice Hall, 2007 Excellence in Business, 3e

12 Understanding Today’s Customers
Organizational market Industry and commerce Resellers Government Consumer market Individuals Families Households © Prentice Hall, 2007 Excellence in Business, 3e

13 The Consumer Decision Process
Need recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation © Prentice Hall, 2007 Excellence in Business, 3e

14 Factors That Influence the Buyer’s Decision Process
Culture Social class Reference groups Self-image Situational factors © Prentice Hall, 2007 Excellence in Business, 3e

15 Purchasing in Organizations
Decision-making factors Economics and logic Formal buying procedures Multi-party participation Buyer-seller relationship © Prentice Hall, 2007 Excellence in Business, 3e

16 Excellence in Business, 3e
Marketing Research Observations Surveys and questionnaires Experiments Interviews Small samples Focus groups © Prentice Hall, 2007 Excellence in Business, 3e

17 Excellence in Business, 3e
Database Marketing Customers Preferences Interactions Behaviors © Prentice Hall, 2007 Excellence in Business, 3e

18 Planning Marketing Strategies
Examine current marketing situation Assess opportunities and set objectives Develop marketing strategies © Prentice Hall, 2007 Excellence in Business, 3e

19 Examine the Current Marketing Situation
Reviewing performance Evaluating competition Examining strengths and weaknesses Analyzing the external environment © Prentice Hall, 2007 Excellence in Business, 3e

20 Assess Opportunities and Set Objectives
Market penetration New product development Geographic expansion Diversification © Prentice Hall, 2007 Excellence in Business, 3e

21 Develop the Marketing Strategy
Segments and niches Target markets Market position Marketing mix © Prentice Hall, 2007 Excellence in Business, 3e

22 Excellence in Business, 3e
Segmenting Markets Demographics Geographics Psychographics Geodemographics Behavior Usage © Prentice Hall, 2007 Excellence in Business, 3e

23 Target Market Strategies
Undifferentiated Differentiated Concentrated © Prentice Hall, 2007 Excellence in Business, 3e

24 Positioning the Product
Features Services Image Category leadership © Prentice Hall, 2007 Excellence in Business, 3e

25 Developing the Marketing Mix
Target market Product Price Place Promotion © Prentice Hall, 2007 Excellence in Business, 3e

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