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Wats marketing
 

Wats marketing

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MARKETING

MARKETING

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    Wats marketing Wats marketing Presentation Transcript

    • What’s Marketing?
    • Where’s Marketing?
    • What’s Marketing?• Traditional Definition• Is it telling and selling?• Managing profitable customer relationships• Value creation• Ex-Tide, Wal Mart, Walt Disney, Apple
    • Marketing Process• Understand the marketplace and customer needs and wants• Design a customer driven marketing strategy• Construct an integrated marketing program that delivers superior value• Build profitable relationships and build customer delight• Capture value from customers and create profits and customer equity
    • Understanding marketplace and customer needs• Needs, wants and demands• Market offerings• Customer value and satisfaction• Exchanges and relationships• Markets-Interactivity -Marketing System
    • Design a customer driven marketing strategy• What customers we will serve?• How can we serve these customers best?• Marketing Strategies Orientations-Production Concept-Product Concept-Selling Concept-Marketing Concept (Herb Kelleher-Customer Department not marketing department /Customer DrivenCustomer Driving “Our goal is to lead customers where they want to go before they know where they want to go”-A 3M-Societal Marketing Concept Conflict between short run wants and long term welfare needs to be addressed. Need to balance three considerations-Customer, Company and Society J&J Credo-not a social welfare program, but plain good business
    • Integrated Marketing Program• All marketing mix tools need to be blended into an IM program that communicates and delivers intended value to chosen customers.
    • Building Customer Relations• Relationship Marketing vs Transaction Marketing• CRM means building and maintaining profitable customer relationships by delivering-Value-Not accurate and objective. Its on perceived value-Satisfaction• CRM, PRM
    • Capture Value from Customers• Creating Customer Loyalty and Retention• CLTV