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Principles of Marketing   Creating and Capturing     Customer Value                            1
What is Marketing   “Managing a profitable customer relationship”Building a lasting    Delivering our    customer         ...
Value Statement• Wal-Mart “Save Money Live Better”• Disney “Imagineers”• Apple “Think Different”• Galina ““We are committe...
The Marketing Process                   Design a     Construct an                       Capture valueUnderstand the       ...
Understanding the Marketplace and        customer needs   Customer Needs / Wants / Demands          Needs                 ...
Marketing Myopia: The mistake of paying more attentionto the specific products the company offers than to thebenefits prod...
Marketing System                  Company                                       Marketing         ConsumersSuppliers      ...
Normally, marketing is carried out by sellers, but withtoday’s digital technologies consumers can do marketingas well.    ...
Designing a Customer-Driven          Marketing Strategy              Marketing Management we need to know:• What’s our tar...
10
Production             Product                  Selling              Marketing concept               Concept              ...
What is the best concept / Orientation for Galina to                      follow?                                         ...
Preparing an Integrated Marketing Plan             and Program• Transforming the Marketing strategy into action• Company u...
Marketing Mix• Set of tools that work together to satisfy customer need  and build strong customer relationship           ...
Building Customer Relationship                               “We are committed to provide             Customer            ...
Working closely with partners inside and outside the company to bring a greater value to customers                        ...
Capturing Customer Value• Customer Relationship Groups                           True           Butterflies               ...
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Principles of marketing

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Transcript of "Principles of marketing"

  1. 1. Principles of Marketing Creating and Capturing Customer Value 1
  2. 2. What is Marketing “Managing a profitable customer relationship”Building a lasting Delivering our customer promise of Attract new relationship superior value to customers keep based on customers growing current creating value 2
  3. 3. Value Statement• Wal-Mart “Save Money Live Better”• Disney “Imagineers”• Apple “Think Different”• Galina ““We are committed to provide superior value products to our partners worldwide” 3
  4. 4. The Marketing Process Design a Construct an Capture valueUnderstand the Build Profitable customer integrated from marketplace relationships driven marketing customers to and customer and create marketing program that creates profits needs and customer strategy delivers and customer wants delight superior value equity Simple Model of Marketing Process 4
  5. 5. Understanding the Marketplace and customer needs Customer Needs / Wants / Demands Needs Wants Demands • State of felt • Culture, personality • Buying Power deprivation Shaped • IQF Fruits and • Ex: Fruits and • Cuts, shapes, vegetables and vegetables brine…etc other forms for retail/Industries Market Offering: a combination of products, service, information, experience offered 5
  6. 6. Marketing Myopia: The mistake of paying more attentionto the specific products the company offers than to thebenefits produced by this products !• …..its not what we sell, its what the customer want! Try to join your tunnel with the customers’ What we sell : IQF Fruits and Vegetables • What our customers want : • Production Jam/ice cream/Juice, Other industries, Retail, etc 6
  7. 7. Marketing System Company Marketing ConsumersSuppliers Intermediaries CompetitorsMarketing- in short – involves serving a market of final consumers inthe face of competitors.Each party in this system, adds value, for example, Galina cannotmeet its goal of high quality /reasonable price, unless our suppliers(Procurement) provide such high quality products at a convenientprice. 7
  8. 8. Normally, marketing is carried out by sellers, but withtoday’s digital technologies consumers can do marketingas well. • How can we reach customers? • How can customers reach us? 8
  9. 9. Designing a Customer-Driven Marketing Strategy Marketing Management we need to know:• What’s our target market? (who will we serve)• What’s our value proposition? (How will we serve) 9
  10. 10. 10
  11. 11. Production Product Selling Marketing concept Concept Concept ConceptThe idea that The idea thatconsumers will consumers will favor The idea thatfavor products that The idea that products that offer achievingare available and consumers will not the most organizational goalshighly affordable buy enough of the quality, performance depends on knowingand that the firms’ products , and features and the needs and wantsorganization should unless it undertakes that the organization of target markets,therefore focus on a large – scale should devote its delivering satisfactionimproving selling and energy to making better thanproduction and promotion effort continuous product competitors dodistribution improvementsefficiency 11
  12. 12. What is the best concept / Orientation for Galina to follow? 12
  13. 13. Preparing an Integrated Marketing Plan and Program• Transforming the Marketing strategy into action• Company use a marketing mix to fulfill a marketing program 13
  14. 14. Marketing Mix• Set of tools that work together to satisfy customer need and build strong customer relationship Product Price Customer Solution Customer Cost Place Promotion Convenience Communication 14
  15. 15. Building Customer Relationship “We are committed to provide Customer superior value products to ourCustomer Value Satisfaction partners worldwide” • Satisfied customer buy again and tell others about the good experience • Dissatisfied customer often switch to a competitor! • Customer value and customer satisfaction are key building blocks for developing and managing customer relationship 15
  16. 16. Working closely with partners inside and outside the company to bring a greater value to customers outside Supply chain managementInside Every employee must be customer focused, teams from different departments cooperate together to bring company value 16
  17. 17. Capturing Customer Value• Customer Relationship Groups True Butterflies Friends Strangers Barnacles 17
  18. 18. 18
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