3 Objectives Defined marketing, and marketing process. Examine five core customer and marketplace concepts.Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations.Discuss customer relationship management and creating value for and capturing value from customersDescribe the major trends and forces changing the marketing landscape
4 Wal-Mart “Always low price Always” AT&T “it’s within your reach” What is MarketingThe simplest definition of marketing is :“ managing profitable customer relationship”The two main goals of marketing is:Attract new customer by promising superior valueTo keep and grow current customer by delivering satisfaction.The key is delivering your promiseWal-Mart “Always low price Always”AT&T “it’s within your reach”Dell “be direct”
5 Marketing Defined Kotler’s definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”Marketing definition in the scope of business:The process by which companies create value for customers and build a strong customer relationship in order to capture value from customer in return.Marketers should understand consumer needs, develops products that provide superior value, and price, distributes, and promotes them effectively.
6 The Marketing ProcessUnderstanding the market place and customer needs and wantsDesign a customer-driven marketing strategyConstruct marketing program that deliver superior valueBuild profitable relationship and create customer delightCapture value from the customers to create profits
7 Understanding The Market Place Marketing Core Concepts:Customer needs, wants, and demandsMarket offerings- products, services, and experiencesCustomer value and satisfactionExchange and relationshipMarkets
8 Maslow’s Hierarchy of Needs Self- actualizationPersonal growth and fulfillmentEsteem needsSelf-esteem, confidence, achievement, respect of others, respect by othersBelonging, and love needsFamily, friends, affection, relationshipsSafety needsProtection, security, order, law, limits, stability, etcPhysiological needsBreathing, food, water, sleep
9 Needs, Wants, and Demand Needs Wants Demands The state of deprivationExample: FoodWantsThe form human needs take as shaped by culture and individual personalityExample: Want a big MacDemandsHuman wants that are backed by buying powerTo understand customer needs wants and demands marketers conduct consumer research and analyze customer data
10 Market offersSome combination of products, services, information, or experiences offered to a market to satisfy.Marketing offers are not limited to physical products, it includes services, activities, or benefits offered for sale that are intangible and do not result in the owner ship of anything“ Example: banking, airline, hotel…”.Market offers It also includes other entities, such as persons, place, organization, information, and ideas.
11 Market Offers Marketing myopia “the mistake of paying more attention to the specific product a company offers then to the benefits and experiences produced by these products”Marketers shouldn’t focus only on existing wants and lose sight of underlying customer needs ………………... they should create brand meaning and brand experiences (Example: Coca-Cola, Nike)The product is only a tool to solve a consumer problem.
12 Customer Value and Satisfaction Customer form expectations about the value of various marketing offers and buy accordingly.How do buyers form there expectations?Past buying experience.The opinions of friends.market and competitor information and promisesCustomer satisfaction depend on how well the product’s performance lives up to the customer’s expectations.Marketers must be careful to set the right level of expectation.
13 Exchanges and Relationship The act of obtaining a desired object from someone by offering something in returnOne exchange is not the goal, relationships with several exchanges are the goalRelationships are built through delivering value and satisfaction
14 MarketsThe Market is:“ The set of actual and potential buyers of a product.”Marketers should work to:understand the needs and wants of specific markets.Select the market they can serve best.Developing products and services to satisfy customers in this market.
15 Designing a Customer-Driven Marketing Strategy Marketing management“is the art and science of choosing target markets and building profitable relationships with them.”This definition must include answer to two questionsWhat customers will we serve? (segmentation and targeting)How can we serve these customers best? (value proposition)
16 Select Customer to Serve Marketers decide who they will serve by dividing the market into segments of customers. And select which segment they will go after (target marketing).Market segmentation: “ dividing a market into different groups with similar needs, characteristics, or behaviors”Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segment to enter.Demand managementMarketers must deal with different demand states ranging from no demand to too much demand.
17 Choosing the Value Proposition The company must decide how it will serve targeted customer-how it will differentiate and position it self.Differentiation: the way that you make your business or product more desirable than all the others like it. (Example: Mercedes “Unlike any other” – BMW “Ultimate Driving Machine”)Positioning: Is the process by which marketers try to create an identity in the minds of their target market for its product, brand, or organization. It is the image their product occupies in a given market as perceived by the target market. (Example: Honda – BMW)Value Proposition:“Is the set of benefits or values a company promises to deliver to consumers to satisfy their needsWe stopped here on Saturday.
18 Marketing Management Orientations The production concept:The philosophy that consumers will favor products that are available and highly affordable and that management therefore should focus on improving production and distribution efficiency. (Example: Ford, model T )The product concept:The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote energy to making continuous product improvements. (Example: the mousetrap)We stopped here on Monday and Tuesday.
19 Marketing Management Orientations The selling conceptThe idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large scale selling and promotion effort. (Example: unsought products - blood donation)The marketing conceptThe marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors do. (Example: Dell, Wal-Mart)
20 Marketing Management Orientations The societal marketing conceptThe idea that the organization should determine the needs, wants and interests of target markets and deliver the desired satisfactions more effectively and efficiently than do competitors in a way that maintains or improves the consumer’s and society’s well being.(Example: fast-food industry)Society(human welfare)SocietalmarketingconceptConsumer(want satisfaction)company(profit)
21 Preparing a Marketing Plane and Program The marketing plane actually deliver the value to the target customer, by transforming the marketing strategy into actions.The marketing plane consists of the firm’s marketing mix, which called the four PsProduct: to deliver on it’s value proposition the firm must first create a need-satisfying market offering.Price: it must decide how much it will charge for the offer.Place: and how it will make the offer available to target customer.Promotion: it must communicate with target customer about the offer and persuade them of its merits.
22 Building Customer Relationships Customer relationship management CRM“The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping and growing customers.”
23 CRM Why the emphasis on retaining and growing customers? There is fewer customers to go around due to sophisticated competitors, and overcapacity in most industriescosts 5 to 10 times MORE to attract a new customer than it does to keep a current customer satisfied.The lifetime value of the customer. Is the value of the entire stream of purchases that the customer would make over a life-time of patronage.(Example: Stew Leonard)The key in building lasting customer relationship is to create superior value, and satisfaction.
24 CRMCustomer valueCustomer perceived value:The difference between total customer value and total customer cost.TCV – TCC = CPVThe customer evaluation of the difference between all the benefits and all the cost of a marketing offer relative to those of competing offers.Customers often do not judge values and costs accurately or objectively.Customer often act on perceived value (Example: FedEx)
25 CRM Customer satisfaction: Depend on the product’s perceived performance relative to buyer’s expectationsPerformance matches expectations the customer is satisfied, performance exceeds expectations the customer is delighted.Satisfied customer repeat purchases, and tell others.
26 Capturing Value From Customer Customer loyalty and retention:Loyalty increases as satisfaction levels increaseCustomer delight leads to emotional relationships and loyaltyloyal customers are less price sensitive.Customer Lifetime Value shows true worth of a customerGrowing share of customerShare of customer’s purchase in a product category.Cross-selling (Example: Vodafone – TE-Data, the wireless modem)Building customer equityThe total combined customer lifetime values of all current and potential customers.Measures a firm’s performance, but in a manner that looks to the future.Customer lifetime value and customer equity are the name of the game. (Example: Cadillac and BMW)
27 Customer relationships levels and tools Target market nature decide the type the relationshipBasic relationship / low-margin customersFull partnership / high margin customersCustomer loyalty and retention toolsAdding financial benefits – frequency marketing programs (Example: Marie Louis)Adding social benefits – club marketing programs (Example: Swatch)Adding structural ties – special equipments (Example: FedEx)
28 Marketing Challenges in the 21st Century The new digital ageGrowth of the InternetAdvances in telecommunications, information, transportationCustomer research and trackingProduct developmentDistributionNew advertising tools24/7 marketing through the InternetRapid globalizationGeographical and cultural distances have shrunkGreater market coverageMore options for purchasing and manufacturingIncreased competition from foreign competitors
29 Marketing Challenges in the 21st Century The call for more ethics and social responsibilityMarketers need to take great responsibility for the impact of their actionsCaring capitalism is a way to differentiate your companyThe growth of not-for-profit marketingMany organizations are realizing the importance of strategic marketingPerforming artsGovernment agenciesCollegesHospitals
30 Understanding the market place and customer needs and wants Design a customer-driven marketing strategyConstruct marketing program that deliver superior valueBuild profitable relationship and create customer delightCapture value from the customers to create profitsMarketing ProcessResearch customer and the market placeManaging marketing information and customer dataSelect customer to serve: market segmentation and targetingDecide on value proposition: differentiation and positioningProduct and service design: building a strong brandPrice Create real valueDistributionmanage demand and supply chainPromotionCommunicating the valueCustomer relationship management: build strong relationship with chosen customersPartner relationship management : build a strong relationship with marketing partnersCreate satisfied loyal customerCapture customer life time valueIncrease share of market and share of customer
31 What Is Marketing? Pulling It All Together The process of building profitable customer relationships by creating value for customers and capturing value in return