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Marketing chapter 1 edition(13)
1.
Getting a Marketing
Perspective Chapter 1- slide 1 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
2.
Components of a
Business • Finance- Capital- People • Management • Marketing Chapter 1- slide 2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
3.
Why is Marketing
Important? • To let people know you exist • To let them be inform about your product or service • To make goods and services available when it is needed and where it is need and in the right quantity • To satisfy customers by delivering on what you promised in your marketing messages Chapter 1- slide 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
4.
Q: What are
the factors impacting marketing decisions 1 - 4 today? Chapter 1- slide 4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
5.
Factors Impacting Marketing
Today • Increased information from a variety of sources 1 - 5 • Knowledgeable Customer •Increased buying power •Intense competition • Greater variety of goods and services • Enhanced shopping convenience Chapter 1- slide 5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
6.
Factors Impacting Marketing
• New Technologies and platforms- Websites, Internet, intranet, social media, phones ect. can provide companies with powerful new information and sales channel •Online software can facilitate purchase, training, recruiting •Companies can collect scientific information about markets, customers, prospects and competitors from a variety of sources and be in a position to make comparisons and decisions 1 - 6 Today cont’d Chapter 1- slide 6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
7.
Factors Impacting Marketing
• Companies can send value- added and incentives eg. Coupons, samples, rebates, cash- back and information to targeted customers • Companies can customize offerings and services to individual customers 1 - 7 Today Chapter 1- slide 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
8.
Factors Impacting Marketing
1 - 8 Today •Greater distribution channel •Variety in prices Chapter 1- slide 8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
9.
Myths Impacting Marketing
• The best product or service idea will win and be successful. • You should cut back on your marketing and advertising expenditures in a recession. 1 - 9 • Marketing is selling. • Marketing is Public relations. • Anyone can be a successful marketer Chapter 1- slide 9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
10.
Doing any marketing
at all, is better than doing nothing.( shooting in the dark) Great marketing is dreamed up by highly paid executives who make ads and brochures and websites and then let them loose in the marketplace. Use short copy. People won't read long copy. (NB.People need information not clutter) 1 - 10 Myths of Marketing Chapter 1- slide 10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
11.
•Word-of-mouth marketing is
all that a great business needs. Once your business has a solid customer base, it can cease marketing. •Repetition of a marketing message is boring. 1 - 11 Myths of Marketing • Marketing should entertain and amuse Chapter 1- slide 11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
12.
Marketing is part
of all of our lives and touches us in some way every day. To be successful each company that deals with customers on a daily basis must not only be customer-driven, but customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. 1 - 12 Marketing Overview Chapter 1- slide 12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
13.
Purpose of Marketing
• To build awareness, credibility and trust with your preferred prospect or customer • To be ‘out there’, networking, writing articles that educate your preferred prospects, being active in social media circles, getting recommendations, testimonials and referrals, delivering what you promised, going above and beyond for your clients. Chapter 1- slide 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
14.
Purpose of Marketing
cont’d – To facilitate the decision-making process of your preferred prospect or customer; • The process is accomplished by providing valuable educational content so that your prospects have all the information they require to make a good decision when buying the service or product you sell. Chapter 1- slide 14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
15.
Purpose of Marketing
cont’d • Is to lower the risk for your preferred prospect or customer to purchase from your competitor • Is to make the purchasing decision easy through: availability, trial, specials, brand identification and quality service Chapter 1- slide 15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
16.
Marketing Overview summary
Aside from the most important decisions of a company which are: Vision, mission and objectives , the first marketing strategy question a company needs to ask is, “What consumers will we serve?” This is market segmentation and targeting. The second marketing strategy question is, “How can we best serve targeted customers?” This is differentiation, branding and positioning. 1 - 16 Chapter 1- slide 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
17.
Marketing Overview Summary
With its marketing strategy decided, the company now constructs a marketing Program-consisting of the four marketing mix elements, the 4 Ps. Perhaps the most important step in the marketing process involves building value-laden, profitable relationships with target customers. 1 - 17 cont’d Chapter 1- slide 17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
18.
Chapter 1- slide
18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
19.
The Holistic Marketing
Concept Marketing Channels Dept. Senior Products & Services Integrated Marketing Relationship Marketing Communications Customers Channels Partners 1 - 19 Holistic Marketing Mgt. Internal Marketing Other Dept. Social Responsibility Marketing Ethics Legal Community Environment Chapter 1- slide 19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
20.
Chapter One Marketing:
Creating and Capturing Customer Value Chapter 1- slide 20 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
21.
Creating and Capturing
Customer Value Topic Outline • What Is Marketing? • Understand the Marketplace and Customer Needs • Designing a Customer-Driven Marketing Strategy • Preparing an Integrated Marketing Plan and Program • Building Customer Relationships • Capturing Value from Customers • The Changing Marketing Landscape Chapter 1- slide 21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
22.
What Is Marketing?
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return Chapter 1- slide 22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
23.
What Is Marketing?
• Marketing is about managing profitable customer relationships – Attracting new customers – Retaining and growing current customers Chapter 1- slide 23 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
24.
What Is Marketing?
The Marketing Process Chapter 1- slide 24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
25.
The ________ is
the nation’s twenty-fourth largest advertiser with an annual budget of more than $1 billion. 1. Procter & Gamble Company 2. Boeing Company 3. Levi Strauss & Co. 4. U.S. Government Chapter 1- slide 25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
26.
Answer • 4.
U.S. Government Chapter 1- slide 26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
27.
Understanding the Marketplace
and Customer Needs Core Concepts involved You must understand: • Customer needs, wants, and demands • Market offerings • Value and satisfaction • Exchanges and relationships • Markets Chapter 1- slide 27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
28.
Understanding the Marketplace
and Customer Needs Customer Needs, Wants, and Demands • States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression Needs Wants and individual personality • Form that needs take as they are shaped by culture Demands • Wants backed by buying power Chapter 1- slide 28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
29.
Marketing is ___________.
1. the same as advertising and sales 2. not used by small corporations 3. about satisfying customer needs 4. making a profit Chapter 1- slide 29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
30.
Answer! • 3.
about satisfying customer needs Chapter 1- slide 30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
31.
Marketing is ________.
1. part of manufacturing 2. part of the finance department 3. managing customer relationships 4. sales promotion Chapter 1- slide 31 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
32.
Answer! • 3.managing
customer relationships Chapter 1- slide 32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
33.
The most basic
concept underlying marketing is that of satisfying ________. 1. profits 2. products 3.human needs 4. services Chapter 1- slide 33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
34.
3. HUMAN NEEDS
Chapter 1- slide 34 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
35.
Understanding the Marketplace
and Customer Needs • Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs Chapter 1- slide 35 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
36.
Understanding the Marketplace
and Customer Needs Customer Value and Satisfaction Expectations Customers • Value and satisfaction Marketers • Set the right level of expectations • Not too high or low Chapter 1- slide 36 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
37.
Value and Satisfaction
• Perceived Value – The customers’ evaluation of the difference between benefits and costs. – Customers often do not judge values and costs accurately or objectively. • Customer Satisfaction – Product’s perceived performance relative to customers’ expectations. Chapter 1- slide 37 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
38.
Understanding the Marketplace
and Customer Needs Exchange is the act of obtaining a desired object from someone by offering something in return Chapter 1- slide 38 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
39.
Understanding the Marketplace
and Customer Needs Markets are the set of actual and potential buyers of a product Chapter 1- slide 39 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
40.
Designing a Customer-Driven
Marketing Strategy Marketing management is the art and science of choosing target markets and building profitable relationships with them – What customers will we serve? – How can we best serve these customers? Chapter 1- slide 40 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
41.
Selecting Customers and
Creating Copyright © 2010 Pearson Education, Inc. Chapter 1 1- - slide 41 41 Publishing as Prentice Hall Value • What customers will we serve? – Marketers select customers that can be served profitably- target market • How can we serve these customers best? – By defining a value proposition – Includes the set of benefits or values a company promises to deliver to consumers in order to satisfy their needs
42.
Designing a Customer-Driven
Marketing Strategy Selecting Customers to Serve Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after Chapter 1- slide 42 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
43.
Designing a Customer-Driven
Marketing Strategy Selecting Customers to Serve Demarketing :Efforts aimed at discouraging (not destroying) the demand for a product which (1) a firm cannot supply in large-enough quantities, or (2) does not want to supply in a certain region where the high costs of distribution or promotion allow only little profit margin. Common demarketing strategies include higher prices, scaled-down advertising, and product redesign. Chapter 1- slide 43 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
44.
Designing a Customer-Driven
Marketing Strategy Choosing a Value Proposition The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs Such value proposition differentiate one brand from another Chapter 1- slide 44 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
45.
Marketing Management orientations
• Marketing Management wants to design strategies that will build profitable relationships with target consumers. But what philosophy should guide these strategies? Chapter 1- slide 45 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
46.
Designing a Customer-Driven
Marketing Strategy Marketing Management Orientations Production concept Product concept Selling concept Marketing concept Societal concept Chapter 1- slide 46 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
47.
Designing a Customer-Driven
Marketing Strategy Marketing Management Orientations Production concept is the idea that consumers will favor products that are available or highly affordable Management should focus on improving production and distribution efficiency Chapter 1- slide 47 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
48.
Designing a Customer-Driven
Marketing Strategy Marketing Management Orientations Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements. Chapter 1- slide 48 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
49.
Designing a Customer-Driven
Marketing Strategy Marketing Management Orientations Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort This concept is typically practiced with unsought goods-those that buyers do not normally think of buying, such as insurance. Chapter 1- slide 49 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
50.
Designing a Customer-Driven
Marketing Strategy Marketing Management Orientations Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do Chapter 1- slide 50 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
51.
Designing a Customer-Driven
Marketing Strategy Marketing Management Orientations Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests Chapter 1- slide 51 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
52.
Designing a Customer-Driven
Marketing Strategy Chapter 1- slide 52 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
53.
Preparing an Integrated
Marketing Plan and Program The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers. Chapter 1- slide 53 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
54.
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 the most important concept of modern marketing • It deals with acquiring, growing and keeping customers. Chapter 1- slide 54 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
55.
Building Customer Relationships
Relationship Building Blocks: Customer Value and Satisfaction Customer-perceived value • The difference between total customer value and total customer cost Customer satisfaction • The extent to which a product’s perceived performance matches a buyer’s expectations Chapter 1- slide 55 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
56.
Building Customer Relationships
Customer Relationship Levels and Tools Basic Relationships Full Partnerships Chapter 1- slide 56 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
57.
Building Customer Relationships
The Changing Nature of Customer Relationships • Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers • Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networks Chapter 1- slide 57 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Building Customer Relationships
Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customers Chapter 1- slide 58 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Building Customer Relationships
Partner Relationship Management • Partners inside the company is every function area interacting with customers – Electronically – Cross-functional teams • Partners outside the company is how marketers connect with their suppliers, channel partners, and competitors by developing partnerships Chapter 1- slide 59 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Building Customer Relationships
Partner Relationship Management • Supply chain is a channel that stretches from raw materials to components to final products to final buyers • Supply management • Strategic partners • Strategic alliances Chapter 1- slide 60 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Capturing Value from
Customers Creating Customer Loyalty and Retention • Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage Chapter 1- slide 61 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Capturing Value from
Customers Growing Share of Customer Share of customer is the portion of the customer’s purchasing that a company gets in its product categories Chapter 1- slide 62 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Capturing Value from
Customers Customer equity is the total combined customer lifetime values of all of the company’s customers Chapter 1- slide 63 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Capturing Value from
Customers Building Customer Equity • Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized • Different types of customers require different relationship management strategies – Build the right relationship with the right customers Chapter 1- slide 64 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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The Changing Marketing
Landscape Major Developments Digital age Rapid globalization Ethics and social responsibility Not-for-profit marketing Chapter 1- slide 65 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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So, What Is
Marketing? Pulling It All Together Chapter 1- slide 66 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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REVISION Chapter 1-
slide 67 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Which of the
following reflects the marketing concept? • A) "The supplier is king." • B) "Marketing should be viewed as hunting and not gardening." • C) "This is what I make; won't you please buy it?" • D) "This is what I want; won't you please make it?" • E) "Customers need to be told where they want to go." • Answer: D • Reflective Thinking • Skill: Application Chapter 1- slide 68 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Some fast-food restaurants
offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy. • A) marketing concept • B) product concept • C) production concept • D) societal marketing concept • E) selling concept Chapter 1- slide 69 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Answer: D •
Reflective Thinking Skill: Application Chapter 1- slide 70 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Members of the
sales team at Dekko International visit only prospective customers who purchase a minimum of $50,000 of insulated wire per year. Dekko is using ________. • A) selective relationship management • B) a frequency marketing program • C) a club marketing program • D) demarketing • E) a value proposition Chapter 1- slide 71 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Answer: A •
Reflective Thinking • Application Chapter 1- slide 72 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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