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Marketplace
Market
Copyright © 2009
Pearson Education, Inc.
What is Marketing?
Marketing is an organizational function
and a set of processes...
Copyright © 2009
Pearson Education, Inc.
What is Marketing Management?
Marketing management is the
art and science
of choo...
Copyright © 2009
Pearson Education, Inc.
Core Marketing Concepts
• Needs, wants, and
demands
• Target markets,
positioning...
MarketMarket:
Group of people
who have the
needs or wants
for certain
products or
services and
willing to pay
for it.
Marketplace
Market
Target Market
MarketMarket:
Group of people
who have the
needs or wants
for certain
products or
services and
willing to pay
for it.
Needs
Wants
Demand
CORE CONCEPTS OFCORE CONCEPTS OF
MARKETINGMARKETING
Needs
A state of felt deprivation
Wants:
Specific objective to satisfy
the need – “brand
specifics”. Often influence
by cu...
Selling
versus
Marketing
Selling is only the tip ofSelling is only the tip of
the iceberg !the iceberg !
“There will always, one can assume, be
nee...
PeterPeter
DruckerDrucker
(1909~2005)
On the 11th November 2005, the man
who was revered as the father of modern
corporate...
Selling is only the tip ofSelling is only the tip of
the iceberg !the iceberg !
PeterPeter
DruckerDrucker
Market:
Group of people who
have the needs or
wants for certain
products or services
and willing to pay for
it.
What makes...
Value
CUSTOMERPERCEIVEDVALUE
Customers tend to be value-maximizers, within the bounds
of search costs, limited knowledge, mobili...
So, the key to generating high customer loyalty is to deliver
high customer value.
A company must design a competitively s...
Total Customer Satisfaction
Performance < Expectation = Dissatisfied
Performance = Expectation = Satisfied
Performance > E...
A highly satisfied customer generally:
a. Stays loyal longer
b. Buys more as the company introduces new products
and upgra...
RELATIONSHIP MARKETING
Proses membina suatu bentuk
perhubungan perniagaan jangkapanjang
dengan pelanggan, pembekal, penged...
INTEGRATED
MARKETING
Kesemua elemen campuran
pemasaran perlu disepadukan
perancangan dan
perlaksanaannya agar ia dapat
men...
The Four P’s
Marketing Management Tasks
• Developing
marketing strategies
• Capturing marketing
insights
• Connecting with
customers
• ...
Satisfaction
Loyalty
The process of selecting
target market (s) and
expanding the market by
creating, delivering and
communicating superior
cus...
Segmentation
Targeting
Positioning
Product
Positioning
How we want our
target market to
think about our
product compared
to the competing
products
What is Marketed?
GoodsGoods
ServicesServices
Events & ExperiencesEvents & Experiences
PersonsPersons
Places & PropertiesP...
Key Customer Markets
Consumer Markets
Business Markets
Global Markets
Nonprofit/ Government
Markets
Marketing PhilosophyMarketing Philosophy
Production
Selling Marketing
Product
RELATIONSHIP
MARKETING
The process of building
long term business
relationship with
customers for mutual
benefits
The Four P’s
Holistic Marketing Dimensions
Factors Influencing
Marketing Strategy
MARKETING
Marketers job is to find:
A. The right products for
their customers
OR
B. The right customers for
their products...
MARKETING
Marketers job is to find:
A. The right products for
their customers
OR
B. The right customers for
their products...
Mm intro & value
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Mm intro & value

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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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Transcript of "Mm intro & value"

  1. 1. Marketplace Market
  2. 2. Copyright © 2009 Pearson Education, Inc. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
  3. 3. Copyright © 2009 Pearson Education, Inc. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
  4. 4. Copyright © 2009 Pearson Education, Inc. Core Marketing Concepts • Needs, wants, and demands • Target markets, positioning, segmentation • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment
  5. 5. MarketMarket: Group of people who have the needs or wants for certain products or services and willing to pay for it.
  6. 6. Marketplace Market Target Market
  7. 7. MarketMarket: Group of people who have the needs or wants for certain products or services and willing to pay for it.
  8. 8. Needs Wants Demand CORE CONCEPTS OFCORE CONCEPTS OF MARKETINGMARKETING
  9. 9. Needs A state of felt deprivation Wants: Specific objective to satisfy the need – “brand specifics”. Often influence by culture, and personality/lifestyle Demand: Wants supported by purchasing power
  10. 10. Selling versus Marketing
  11. 11. Selling is only the tip ofSelling is only the tip of the iceberg !the iceberg ! “There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.” PeterPeter DruckerDrucker
  12. 12. PeterPeter DruckerDrucker (1909~2005) On the 11th November 2005, the man who was revered as the father of modern corporate management died. Although he reputedly hated the label of ‘guru’, Peter Drucker was, by any standards, the greatest management guru the world has yet seen. In 1996, the McKinsey Quarterly journal described him as the ‘the one guru to whom other gurus kowtow’ and Robert Heller described him as ‘the greatest man in the history of management’, praise indeed for a man who described himself as ‘just an old journalist’.
  13. 13. Selling is only the tip ofSelling is only the tip of the iceberg !the iceberg ! PeterPeter DruckerDrucker
  14. 14. Market: Group of people who have the needs or wants for certain products or services and willing to pay for it. What makes them willing to pay?
  15. 15. Value
  16. 16. CUSTOMERPERCEIVEDVALUE Customers tend to be value-maximizers, within the bounds of search costs, limited knowledge, mobility and income. Customer perceived value (CPV) – nilai tertanggap pelanggan: The difference between benefits and costs of an offering as perceived by the customers. Benefits: Monetary value of the bundle economic, functional and psychological benefits of a product Costs: Bundle of costs customer expect to incur in evaluating, obtaining, using and disposing a product -Including monetary, time, energy, and physic costs Why customer value is so important? - It would help create customer satisfaction and ultimately customer loyalty
  17. 17. So, the key to generating high customer loyalty is to deliver high customer value. A company must design a competitively superior value proposition aimed at a specific market segment. Value Proposition: - Consist of the whole cluster of benefits the company promises to deliver. - It is more than the core positioning of a product. Ex; Volvo’s core positioning has been “safest” but the buyer is promised more than a safe car. – “The safest and most durable wagon in which your family can ride in.”
  18. 18. Total Customer Satisfaction Performance < Expectation = Dissatisfied Performance = Expectation = Satisfied Performance > Expectation = WOW (Delighted) Satisfaction: A person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his/her expectations. If expectation is raised too high, the buyer is likely to be disappointed. However, if the expectation is set too low, it wont attract enough buyers
  19. 19. A highly satisfied customer generally: a. Stays loyal longer b. Buys more as the company introduces new products and upgrades existing products c. Talks favorably about the company and its products d. Pay less attention to competing brands e. Less sensitive to price f. Offers product or service ideas to company g. Costs less to serve than new customers because transactions are routine. Methods to measure customer satisfaction: a. Customer complaint and recommendation system b. Periodic surveys using standard questionnaires c. Lost customer analysis (exit interview) d. Mystery shoppers (ghost shopping)
  20. 20. RELATIONSHIP MARKETING Proses membina suatu bentuk perhubungan perniagaan jangkapanjang dengan pelanggan, pembekal, pengedar dan rakan pemasaran lain yang menguntungkan kedua-dua pihak. Melibatkan ikatan ekonomi, teknikal mahupun sosial HSBC Bank, The Relationship Bank TM – Bukan Sekadar Nombor
  21. 21. INTEGRATED MARKETING Kesemua elemen campuran pemasaran perlu disepadukan perancangan dan perlaksanaannya agar ia dapat mengkomunikasikan dan seterusnya memberikan nilai yang superior kpd pelanggan
  22. 22. The Four P’s
  23. 23. Marketing Management Tasks • Developing marketing strategies • Capturing marketing insights • Connecting with customers • Building strong brands • Shaping market offerings • Delivering value • Communicating value • Creating long-term growth
  24. 24. Satisfaction
  25. 25. Loyalty
  26. 26. The process of selecting target market (s) and expanding the market by creating, delivering and communicating superior customer values MARKETINGMARKETING MANAGEMENTMANAGEMENT
  27. 27. Segmentation
  28. 28. Targeting
  29. 29. Positioning
  30. 30. Product Positioning How we want our target market to think about our product compared to the competing products
  31. 31. What is Marketed? GoodsGoods ServicesServices Events & ExperiencesEvents & Experiences PersonsPersons Places & PropertiesPlaces & Properties OrganizationsOrganizations Information & IdeaInformation & Idea OthersOthers watch hotel Le’ Tour De Langkawi politicians, KL Tower consulting charity orgs
  32. 32. Key Customer Markets Consumer Markets Business Markets Global Markets Nonprofit/ Government Markets
  33. 33. Marketing PhilosophyMarketing Philosophy Production Selling Marketing Product
  34. 34. RELATIONSHIP MARKETING The process of building long term business relationship with customers for mutual benefits
  35. 35. The Four P’s
  36. 36. Holistic Marketing Dimensions
  37. 37. Factors Influencing Marketing Strategy
  38. 38. MARKETING Marketers job is to find: A. The right products for their customers OR B. The right customers for their products. Answer: A or B ???
  39. 39. MARKETING Marketers job is to find: A. The right products for their customers OR B. The right customers for their products. Answer: A
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