What is Marketing? by Andrew

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Presentasi dari Andrew Pratomo Budianto, Crew dari Agate Studio dalam event Talent Development Saturday Agate Studio. http://agatestudio.com

Talent Development Saturday adalah acara Agate Studio crew sharing berbagai topik. Mulai dari Art, Programming, Game Production dan General Business/Management. TDS ini dilakukan tanggal 8 Februari 2014 di Bandung Digital Valley.

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What is Marketing? by Andrew

  1. 1. @agatestudio What is Marketing? Andrew A summary from: Principle of Marketing 14th ed Publishing Agate Studio
  2. 2. @agatestudio What is Marketing? It is not about telling and selling anymore Marketing is: managing profitable customer relationship
  3. 3. @agatestudio Marketing Process
  4. 4. @agatestudio UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS, WANTS, AND DEMANDS Step I
  5. 5. @agatestudio Understanding: • Needs, wants and demands – Needs? – Wants? – Demands? • Market offerings – Market offerings? – Marketing myopia • Customer-perceived Value & Satisfaction • Exchanges and Relationships • Markets
  6. 6. @agatestudio DESIGN A CUSTOMER DRIVEN MARKETING STRATEGY Step II
  7. 7. @agatestudio Marketing Strategy • What customer will we serve? – Segmenting & Targeting • How can we serve these customer best? – Differentiate & Positioning “Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well”. Kotler, Phillip.
  8. 8. @agatestudio INTEGRATED MARKETING PLAN & PROGRAM Step III
  9. 9. @agatestudio Marketing Mix • Product – What is the need-satisfying market offering? • Price – How much to charge for the offering? • Place – How it will make the offering available to target customers? • Promotion – How to communicate the offering and persuade the customers of its merits?
  10. 10. @agatestudio BUILDING PROFITABLE CUSTOMER RELATIONSHIP Step IV
  11. 11. @agatestudio Customer Value and Satisfaction Ritz – Carlton Without ever asking, they seem to know that you’re allergic to peanuts and want a king-size bed, a non- allergenic pillow, the blinds open when you arrive, and breakfast with decaffeinated coffee in your room. Each day, hotel staffers—from those at the front desk to those in maintenance and housekeeping— discreetly observe and record even the smallest guest preferences.
  12. 12. @agatestudio Profitable Customer Relationship Progressive Insurance It asks prospective customers a series of screening questions to determine if they are right for the firm. If they’re not, Progressive will likely tell them, “You might want to go to Allstate.” A marketing consultant explains: “They’d rather send business to a competitor than take on unprofitable customers.”
  13. 13. @agatestudio CAPTURE VALUE FROM CUSTOMER TO CREATE PROFIT & CUST. EQUITY Part V
  14. 14. @agatestudio Capturing Value • Creating Customer Loyalty and Retention – Customer Lifetime Value? • Growing Share of Customer – Share of Customer? • Building Customer Equity – Customer Equity?
  15. 15. @agatestudio Pulling it All Together

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