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Product marketing - Nelson Infotech
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Product marketing - Nelson Infotech


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Nelson Infotech providing Product Marketing services. There is a product marketing or product manager titled person responsible for the high-level product requirements.

Nelson Infotech providing Product Marketing services. There is a product marketing or product manager titled person responsible for the high-level product requirements.

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  • 2. Definition  The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return  Marketing is a societal process by which individuals and groups obtain what they need and want through creating offering and freely exchanging products and services of value with others.
  • 3. Marketing Process Understand the market place and customer needs and wants Design a customer driven marketing strategy Construct a marketing program that delivers superior value Build profitable relationships and create customer delight Capture value from customers to create profits and customer quality
  • 4. Company Orientation Towards the Marketplace The Production Concept    The Product Concept   Consumers will not buy enough of the organization’s products if left alone The Marketing Concept   Consumers will favour those products that offer the most quality, performance or innovative features The Selling Concept   Consumers will prefer products that are widely available and inexpensive Business shifted to customer centered Sense and respond philosophy The Holistic Marketing Concpet  Based on the development, design and implementation of marketing programs, processes and activities that recogonizes their breadth and interdependencies.  Relationship Marketing – aim of building mutually satisfying long term relationships with key parties – customer, suppliers, distributors andother marketing partners
  • 5. The Societal Marketing Concept Society (Human welfare) Consumers (Want satisfaction)  Company (Welfare) A principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumer’s wants, the company’s requirements, consumers long term interests and society’s long run interests
  • 6. Customer Relationship Management    The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction Customer Perceived Value - The difference between total customer value and total customer cost Customer Satisfaction – The extent to which a product’s perceived performance matches a buyer’s expectation.
  • 7. Marketing Network  Consists of company and its supporting stakeholders with whom it has built mutually profitable business relationships.  Integrated Marketing - Traditional depiction of marketing activities is in term of marketing mix
  • 8. Marketing Mix
  • 9. Four P’s  Product Four C’s  Customer solution  Price  Customer cost  Place  Convenience  Promotion  Communication
  • 10. Marketplace and Customer Needs, Wants and Demands  Human needs are state of felt deprivation  Physical needs – food, clothing, warmth and safety  Social needs - belonging and affection  Individual needs - knowledge and self expression   Wants are the form human needs take as they are shaped by culture and individual personality When wants are backed by the purchasing power, wants become demand
  • 11. Target Markets, Positioning and Segmentation  Division of market – Segmenting  Identifying and profiling distinct groups of buyers who might prefer or require varying product and services  Target Market – the segment which present the greatest opportunity
  • 12. Marketing Environment Task Environment Broad Environment Company Demographic environment Suppliers Distributors Economic environment Dealers Physical environment Target customers Technological environment Political legal environment Social cultural environment
  • 13. Marketing Research and Information System  Marketing Research is a systematic, objective process of getting information about potential customers to guide marketing decisions.  Primary data and secondary data  Marketing Information System
  • 14. New Marketing Landscape The pace of change is so rapid that the ability to change has now become a competitive advantage – Richard Love, HP  The digital age  The Internet 
  • 15. Ethics and Social Responsibility The growth of not for profit marketing Stakeholders of Organizations  Customers  Employees  Local communities  Government  Intermediaries  Suppliers 
  • 16. Marketing Environment
  • 17.  A company's marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationship with target customers. Micro environment Macro environment
  • 18. The Company’s Micro Environment Marketing Intermediaries Suppliers Company Customers Competitors Public
  • 19.   The Company Suppliers  Form an important link in the company’s overall customer value delivery system.  Provide the resource needed by the company to produce its goods and services  Customers  Consumer market  Business market  Reseller market  Government market  International market
  • 20.  Marketing Intermediaries  Firms that help the company to promote, sell and distribute its goods to final buyers,  Physical distribution firms  Marketing services agencies Competitors  Public   Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
  • 21. The Company’s Macro Environment Natural forces Economic forces Demographic forces Technological forces Political forces Cultural forces
  • 22.  Demographic environment  Study of human population in terms of size, density, location, age, gender, race, occupation and other statistics.  Economic environment  Changes in income  Changing consumer spending patterns  Natural Environment  Growing shortage of raw materials  Increased pollution  Increased government intervention
  • 23.  Technological Environment  Political environment  Increasing legislation  Increased emphasis on ethics and socially responsible actions  Cultural environment  Persistence of cultural values  Shift in secondary cultural values