W1 Marketing The Art And Science Of Satisfying Customers

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W1 Marketing The Art And Science Of Satisfying Customers

  1. 1. MARKETING : THE ART & SCIENCE OF SATISFYING CUSTOMERS Week 1 Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
  2. 2. Learning Objectives 1. Know what marketing is and why you should learn about it. 2. Know what the marketing concept is—and how it should guide a firm or nonprofit organization. 3. Understand what customer value is and why it is important to customer satisfaction. 4. Know how social responsibility and marketing ethics relate to the marketing concept. www.slideshare.net/natriumz
  3. 3. What is marketing ? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably CHARTERED INSTITUTE OF MARKETING (UK) Marketing defined : “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others” www.slideshare.net/natriumz
  4. 4. 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. managing profitable customer relationship (attracting new customers, and retaining and growing current customers) by creating value for customers and capturing value in a return. www.slideshare.net/natriumz
  5. 5. Marketing VS Sales SELLING IS ONLY THE TIP OF THE ICEBERG “There will always 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. All that should be needed is to make the product or service available.” - Peter Drucker - www.slideshare.net/natriumz
  6. 6. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Markets Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
  7. 7. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts www.slideshare.net/natriumz
  8. 8. Designing the “right” product www.slideshare.net/natriumz
  9. 9. Only the best is good enough for Lexus customers www.slideshare.net/natriumz
  10. 10. www.slideshare.net/natriumz
  11. 11. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts Value, satisfaction, and quality www.slideshare.net/natriumz
  12. 12. Value CUSTOMER VALUE The relationship between benefits and sacrifice necessary to obtain those benefits. Perceived Value Customer’s evaluation of the difference between benefits & costs. Customers often do not judge values and costs accurately or objectively. www.slideshare.net/natriumz
  13. 13. Satisfaction • The feeling that a product met or exceeded the CUSTOMER customer’s expectations. SATISFACTION • Product’s perceived performance relative to customer’s expectations. www.slideshare.net/natriumz
  14. 14. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
  15. 15. Customer relationship It’s not just a laptop. It’s knowing each pilot’s aircraft is fit to fly before an urgent mission www.slideshare.net/natriumz
  16. 16. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Markets Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
  17. 17. A simple five-step model of the marketing process Create value for customers and build customer relationship Understand the marketplace Construct a marketing Design a customer-driven and customer needs program that delivers marketing strategy and wants superior value Capture value from customers to Build profitable relationship create profits and and create customer delight customer quality Capture value from customers in return www.slideshare.net/natriumz
  18. 18. Elements of a Modern Marketing System Company (marketer) Marketing Suppliers End Users intermediaries Company (marketer) www.slideshare.net/natriumz
  19. 19. Marketing Management Orientations 1. Production Concept 2. Product Concept 5. Societal Key Concept Marketing Concepts 4. Marketing 3. Selling Concept Concept www.slideshare.net/natriumz
  20. 20. The Selling and Marketing Concepts Contrasts www.slideshare.net/natriumz
  21. 21. Marketing V.S. Production Concept www.slideshare.net/natriumz
  22. 22. Marketing Concept www.slideshare.net/natriumz
  23. 23. MARKETING STIMULATES NEW IDEAS www.slideshare.net/natriumz
  24. 24. Societal Marketing SOCIETAL An organization exists not only to satisfy MARKETING customer wants but also to preserve or enhance individuals’ and society’s long- ORIENTATION term best interests. • Less toxic products • More durable products • Products with reusable or recyclable materials www.slideshare.net/natriumz
  25. 25. Societal Marketing Concept Society (Human Welfare) Societal Marketing Concept Consumers Company (Satisfaction) (Profits) www.slideshare.net/natriumz
  26. 26. Example : www.slideshare.net/natriumz
  27. 27. www.slideshare.net/natriumz
  28. 28. Marketing Mix Customer Solution Distribution Customer Cost Communication www.slideshare.net/natriumz
  29. 29. Marketing Challenges Digital Age Non-profit Marketing EMERGING Ethics and CHALLENGES Globalization Social Responsibility Marketing Relationship www.slideshare.net/natriumz
  30. 30. Criticisms of Marketing www.slideshare.net/natriumz
  31. 31. Reasons for studying Marketing Why Study Marketing ? Important Important Good to to Career Society Business Opportunities + Marketing affects you every day! www.slideshare.net/natriumz
  32. 32. www.slideshare.net/natriumz
  33. 33. Chocolat movie trailler www.slideshare.net/natriumz

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