• Like

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Mm intro & value

  • 562 views
Uploaded on

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

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

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
562
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
11
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Marketplace Market Marketing
  • 2. What is Marketing? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- 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. What is Marketing Management? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1- 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. Core Marketing Concepts
    • Needs, wants, and demands
    • Target markets, positioning, segmentation
    • Offerings and brands
    • Value and satisfaction
    • Marketing channels
    • Supply chain
    • Competition
    • Marketing environment
    Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 1-
  • 5. Market : Group of people who have the needs or wants for certain products or services and willing to pay for it.
  • 6. Marketplace Market Target Market Marketing
  • 7. Market : Group of people who have the needs or wants for certain products or services and willing to pay for it.
  • 8. Needs Wants Demand CORE CONCEPTS OF MARKETING
  • 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. S elling versus M arketing
  • 11. Selling is only the tip of 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.” Peter Drucker
  • 12. Peter Drucker (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. Selling is only the tip of the iceberg ! Peter Drucker
  • 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. Value
  • 16. CUSTOMER PERCEIVED VALUE
    • 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.
    • 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. 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.
    • 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
    • Offers product or service ideas to company
    • Costs less to serve than new customers because
    • transactions are routine.
    • Methods to measure customer satisfaction:
    • Customer complaint and recommendation system
    • Periodic surveys using standard questionnaires
    • Lost customer analysis (exit interview)
    • Mystery shoppers (ghost shopping)
  • 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. INTEGRATED MARKETING Kesemua elemen campuran pemasaran perlu disepadukan perancangan dan perlaksanaannya agar ia dapat mengkomunikasikan dan seterusnya memberikan nilai yang superior kpd pelanggan
  • 22. The Four P’s
  • 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. Satisfaction
  • 25. Loyalty
  • 26. The process of selecting target market (s) and expanding the market by creating, delivering and communicating superior customer values MARKETING MANAGEMENT
  • 27. Segmentation
  • 28. Targeting
  • 29. Positioning
  • 30. Product Positioning How we want our target market to think about our product compared to the competing products
  • 31.  
  • 32. What is Marketed? watch hotel Le’ Tour De Langkawi politicians, KL Tower consulting charity orgs Goods Services Events & Experiences Persons Places & Properties Organizations Information & Idea Others
  • 33. Key Customer Markets Nonprofit/ Government Markets Consumer Markets Business Markets Global Markets
  • 34. Marketing Philosophy Production Selling Marketing Product
  • 35. RELATIONSHIP MARKETING The process of building long term business relationship with customers for mutual benefits
  • 36. The Four P’s
  • 37. Holistic Marketing Dimensions
  • 38. Factors Influencing Marketing Strategy
  • 39. 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 ???
  • 40. MARKETING Marketers job is to find: A. The right products for their customers OR B. The right customers for their products. Answer: A