Tải bản đầy đủ

Chapter 1 basic marketing

Marketing

Creating
and Capturing
Customer Value
Chapter 1
1-1

Copyright © 2012 Pearson Canada Inc.


Previewing the Concepts
1. Define marketing and the marketing process
2. Understand customers and identify the five core
marketplace concepts
3. Identify elements of a customer-driven marketing
strategy and discuss the marketing management
orientations that guide strategy
4. Discuss customer relationship management and
identify strategies for creating value for and
capturing value from customers

5. Describe the major trends and forces that are
changing the marketing landscape
1-2

Copyright © 2012 Pearson Canada Inc.


What Is Marketing?
• Simple definition:
– Marketing is managing profitable customer
relationships

• Goals:
1.Attract new customers
2.Keep and grow current customer base

1-3

Copyright © 2012 Pearson Canada Inc.


Marketing Defined
• Marketing:
– The process of creating value for customers
and building strong relationships to capture
value from customers in return

1-4

OLD view of
marketing:

NEW view of
marketing:

Making a sale “telling and selling”

Satisfying
customer needs
Copyright © 2012 Pearson Canada Inc.




The Marketing Process
• A simple model of the marketing process:

1-5

Copyright © 2012 Pearson Canada Inc.


Core Concepts
• Marketers must understand five core
customer and marketplace concepts:
– Needs, wants, and demands
– Market offerings
– Value and satisfaction
– Exchanges and relationships
– Markets

1-6

Copyright © 2012 Pearson Canada Inc.


Needs, Wants, and Demands
• Need:
– State of felt deprivation

• Wants:
– Form that a human need takes, as shaped by
culture and individual personality

• Wants + Buying Power = Demand

1-7

Copyright © 2012 Pearson Canada Inc.


Market Offerings
• Needs and wants are fulfilled through
market offerings:
– Combination of products, services,
information, or experiences offered to a
market to satisfy a need or want

1-8

Copyright © 2012 Pearson Canada Inc.


Marketing Myopia
• Marketing Myopia:
– Mistake of focusing on specific products a
company offers rather than the benefits and
experiences produced by the products
– They focus on the “wants” and lose sight of
the “needs”

1-9

Copyright © 2012 Pearson Canada Inc.


Customer Value and Satisfaction
• Care must be taken when setting
expectations for market offerings:
– If expectations are too low, offering may fail to
attract enough buyers
– If expectations are too high, buyers will be
disappointed

1 - 10

Copyright © 2012 Pearson Canada Inc.


Exchanges and Relationships
• Exchange:
– Obtaining a desired object from someone by
offering something in return
– Marketing builds and maintains exchange
relationships with target audiences
– Marketers build strong relationships by
delivering value

1 - 11

Copyright © 2012 Pearson Canada Inc.


Markets
• Market:
– The set of actual and potential buyers of a
product
– These buyers share a need or want that can
be satisfied through exchange relationships

1 - 12

Copyright © 2012 Pearson Canada Inc.


Modern Marketing Systems
• Main elements in a modern marketing
system include:
– Suppliers
– Company (marketer)
– Competitors
– Marketing intermediaries
– Consumers

• Major environmental forces affect each
element
1 - 13

Copyright © 2012 Pearson Canada Inc.


Marketing Management
• Marketing Management:
– The art and science of choosing target
markets and building profitable relationships
with them
– Aim is to find, attract, keep, and grow
customers by creating, delivering, and
communicating superior value

1 - 14

Copyright © 2012 Pearson Canada Inc.


Marketing Management
• Design a winning marketing strategy by
answering the following questions:
1. What customers will we serve?
– What is our target market?

2. How can we best serve these
customers?
– What is our value proposition?

1 - 15

Copyright © 2012 Pearson Canada Inc.


Selecting Customers to Serve
• Market Segmentation:
– Dividing the market

• Target Marketing:
– Selecting one or more segments to cultivate

1 - 16

Copyright © 2012 Pearson Canada Inc.


Choosing a Value Proposition
• Value Proposition:
– The benefits or values a company promises to
deliver to consumers to satisfy their needs
– Differentiate brands within the marketplace
– Answer why a consumer should buy their
brand rather than a competitor’s

1 - 17

Copyright © 2012 Pearson Canada Inc.


Marketing Management Orientations
• Organizations design and carry out
marketing strategies under five concepts:
– Production Concept
– Product Concept
– Selling Concept
– Marketing Concept
– Societal Marketing Concept

1 - 18

Copyright © 2012 Pearson Canada Inc.


The Marketing Concept
• Selling and marketing concepts
contrasted:

1 - 19

Copyright © 2012 Pearson Canada Inc.


The Societal Marketing Concept
• Societal Marketing Strategy considers:
– consumers’ wants
– company needs
– consumers’ and society’s long-run interests
– Calls for sustainable marketing, socially and
environmentally responsible marketing

1 - 20

Copyright © 2012 Pearson Canada Inc.


The Integrated Marketing Plan
• Transforms the marketing strategy into
action
• Includes the marketing mix and four Ps of
marketing:
– Product
– Price
– Place (Distribution)
– Promotion
1 - 21

Copyright © 2012 Pearson Canada Inc.


Building Customer Relationships
• Customer Relationship Management
(CRM):
– Building and maintaining profitable customer
relationships by delivering superior customer
value and satisfaction
– Deals with all aspects of acquiring, keeping,
and growing customers
– Customer value and satisfaction are key

1 - 22

Copyright © 2012 Pearson Canada Inc.


Customer-Perceived Value
• Customer-Perceived Value:
– Customer’s evaluation of the difference
between all benefits and costs of a marketing
offer relative to those of the competitors

1 - 23

Copyright © 2012 Pearson Canada Inc.


Customer Satisfaction
• Customer Satisfaction:
– Extent to which the product’s perceived
performance matches a buyer’s expectations
• High customer satisfaction = consumer loyalty
• Exceeding expectations
• Profitability?

1 - 24

Copyright © 2012 Pearson Canada Inc.


Customer Relationships
• Firms may choose to build relationships at
different levels
• Loyalty and retention programs build
relationships and may include:

1 - 25

Copyright © 2012 Pearson Canada Inc.


Tài liệu bạn tìm kiếm đã sẵn sàng tải về

Tải bản đầy đủ ngay

×