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
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. 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. Selling is only the tip ofSelling is only the tip of
the iceberg !the iceberg !
PeterPeter
DruckerDrucker
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?
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. 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
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. 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
26. The process of selecting
target market (s) and
expanding the market by
creating, delivering and
communicating superior
customer values
MARKETINGMARKETING
MANAGEMENTMANAGEMENT