Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Presentation principles of marketing presentation

2,241 views

Published on

presentation is covered vi chapter one

Published in: Marketing
  • Download or read that Ebooks here ... ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Presentation principles of marketing presentation

  1. 1. MARKETING: CREATING AND CAPTURING CUSTOMER VALUE PRESENTED TO . . . SYED ABUL KALAM AZAD Professor, Department of Marketing Faculty of Business Studies University of Dhaka
  2. 2. GROUP LINE UP: GROUP 1 NAME ID NO. BATCH KAZI RASEL KABIR 41325010 25TH MD. MAIDUL ISLAM 41325064 25TH JAMSHED ALAM 41426088 26TH MD. RAFIKUL ISLAM 41427010 27TH MOLOY KANTI RAHA 41427088 27TH Principles of Marketing (MKT 502)- Section A MBA (Evening) Program, Department of Marketing Faculty of Business Studies, University of Dhaka
  3. 3. TOPICS TO BE COVERED Marketing & the Marketing Process Customer Needs, Wants and Demands Market Offerings Customer Value, Satisfaction & Quality Exchange, Transaction & Relationships Markets & Marketing Myopia Modern Marketing System Marketing Management, Demand management Profitable Customer Relationship The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept Green Marketing Customer Perceived Value Customer Equity, Share of Customer & Customer Lifetime Value Customer Relationship Groups Marketing Challenges in the New Connected Millennium Goals of Marketing
  4. 4. TOPICS COVERED BY MD. KAZI RASEL KABIR Marketing & the Marketing Process Customer Needs, Wants and Demands Market Offerings Customer Value, Satisfaction & Quality
  5. 5. MARKETING DEFINED A social & managerial Process Creating & retaining value for the customers Developing & managing relationship with customers • long-term relationship • profitable relationship Capturing Value from customers in return Superior Value Delivery Marketing Mix- 4 P’s or 4 C’s • Product (Customers’ Solution), Price (Customers’ Cost), Place (Customers’ Convenience), Promotion (Communication to Customers)
  6. 6. THE MARKETING PROCESS Creating Value for Customers and build customer relationships Understan ding the marketplac e & customer needs & wants Design a customer driven marketing strategy Construct an integrated marketing program that delivers superior value Build profitable relationship & create customer delight Capture value from customers to create profits & customer equity Needs Wants Demands We will we serve? How will we be different? Customers lifetime Value, Share of customers, Customers Equity Marketing Mix Product Price Place promotion CRM, Are we actually creating value? Are our customers satisfied Capturing Value from customers in return
  7. 7. CUSTOMER NEEDS, WANTS AND DEMANDS Need • A state of felt deprivation of some basic satisfaction. • Basic physical needs for food, clothing, warmth, and safety • Social needs for belonging and affection; • Individual needs for knowledge and self-expression. • Our need: Knowledge, Higher Education or Certificate ??? Want • Desires for specific satisfies of these deeper needs. • If you are thirsty, you can satisfy this need by drinking water, tea etc. • Our want: MBA Degree. Demand • Human wants that are backed by buying power and willingness to buy. • Do you have money and willingness to buy a bottle of mineral water or a cup of tea? • Our Demand: MBA (Evening) Degree from University of Dhaka.
  8. 8. MARKET OFFERINGS Some combination of products, services, information, or experience offered to a market to satisfy a need or want. • Physical Products – Food items, Text Books, Clothing & Fashion Wares etc. • Services- Educational Services (EMBA Program), Medical Services, Financial Services etc. • Idea- Anti Smoking Campaign, Anti-Cancer Campaign, Forest Reservation Campaign etc. • Information- Call Centers, Research Journals, Telephone Directory, Yellow Pages etc. • Experiences – Professional Services, Consultancy Services, Architectural Design Services etc. • Events- Concerts, Seminars, River Cruise, etc. • Places- Community Centers, Picnic spots, Town Halls etc.
  9. 9. CUSTOMER VALUE & SATISFACTION Customer Value • Two aspects- Desired value and Perceived value. • Desired value refers to what customers desire in a product or service. EMBA Program of DU: Quality Education, Experienced Teachers, Affordable Cost etc. • Perceived value is the benefit that a customer believes he or she received from a product after it was purchased. EMBA Program of D: ???? Customer Satisfaction • Difference between a product’s perceived performance in delivering value relative to a buyer’s expectations Level of Customer Satisfaction • Satisfied Customer : Customers Expectations = Marketers Performances • Dissatisfied Customer: Customers Expectations >Marketers Performances • Delighted Customer: Customers Expectations < Marketers Performances • Are EMBA students of DU satisfied/ dissatisfied/ delighted ???
  10. 10. TOPICS COVERED BY MD. MAIDUL ISLAM Exchange, Transaction & Relationships Markets & Marketing Myopia Modern Marketing System MARKETING MANAGEMENT
  11. 11. EXCHANGE, TRANSACTION & RELATIONSHIPS EXCHANGE • The act of obtaining a desired object from someone by offering something in return. • 3 Conditions: 1. Two Parties, 2. Both parties own something which has got value to each other, 3. Both parties are agreeable two each other. • Two parties: Authority of University of Dhaka, Students • Our desired object: MBA Degree from University of Dhaka. • You pay a substantial amount of earnings of our parents as tuition fees. TRANSACTION • A trade between two parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. • Unit of measurement of exchange. RELATIONSHIPS • The way in which two or more people or things are connected, or the state of being connected. • Relationship marketing is the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders
  12. 12. MARKETS & MARKETING MYOPIA Market • Customers are the market. The set of all actual & potential buyers of a product or service. • Actual Buyer: Someone who is committed to buying a product • Potential Buyer: Some who is interested in buying, but may not. • We, students, are the actual buyers. Different types of Market • Consumer Markets- Products and services bought by individuals for their own or family use. • Industrial Market- It involves the sale of goods between businesses Marketing Myopia • A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants. • It results in the failure to see and adjust to the rapid changes in their markets. • Nokia Smart Phones
  13. 13. MODERN MARKETING SYSTEM Suppliers Marketing Intermediaries Company Consumers Competitors Major Environmental Forces
  14. 14. MARKETING MANAGEMENT, DEMAND MANAGEMENT & PROFITABLE CUSTOMER RELATIONSHIP Marketing Management • The art & science of choosing target markets and building profitable relationships with them. • It focuses on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Demand Management • Recognizing all demands for goods and services to support the market place. • De-marketing : Marketing to reduce demand temporarily or permanently, the aim is not to destroy demand but only to reduce or shift it Profitable Customer Relationship • Key factor to be successful in the marketplace.
  15. 15. TOPICS COVERED BY JAMSHED ALAM The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept
  16. 16. THE PRODUCTION CONCEPT The idea that buyer will favor products that are widely available and highly affordable Large Scale production for reducing the cost of production & extensive distribution Economies of scale benefit Competitively Lower price as production cost is reduced It works when demand exceeds supply
  17. 17. THE PRODUCT CONCEPT The idea that buyers will favour products that offer the most in quality, performance, and innovative features Emphasis On Product Quality No Concern With Customers' Need Continuous Quality Improvement Price doesn’t matter at all A good quality product and high price Do the customers not take care of the price of the products, its availability, etc . ???
  18. 18. THE SELLING CONCEPT The idea that the market will not buy enough of the firm's products unless it undertakes a large-scale selling effort Customers can be attracted Selling what you have With repeated efforts, one can sell-anything. It offers only a short-term advantage and is not for long-term gains.
  19. 19. THE MARKETING CONCEPT The marketing philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target a markets and delivering the desired satisfactions better than competitors do. Marketers do not sell what they can make but they make what they can sell. Know what customers want. Achieving consumer satisfaction is the goal. Do marketing pay attention to social welfare ???
  20. 20. THE SOCIETAL MARKETING CONCEPT A principle of enlightened marketing that holds that marketing strategy should deliver value to the organization's customers in a way that maintains or improves the well-being of society Social Responsibility Orientation Customer Need Satisfaction Integrated Marketing Efforts Profit Through Social Well-being And Consumers' Welfare
  21. 21. TOPICS COVERED BY MD. RAFIKUL ISLAM Green Marketing Customer Perceived Value Customer Equity & Share of Customer Customer Lifetime Value
  22. 22. GREEN MARKETING Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Green products are defined by following measures: •Products those are originally grown, recyclable, reusable and biodegradable, •Products with natural ingredients, •Products containing recycled contents, non-toxic chemical, •Products contents under approved chemical, •Products that do not harm or pollute the environment, •Products that will not be tested on animals, •Products that have eco-friendly packaging i.e. reusable,refillable containers etc.
  23. 23. CUSTOMER PERCEIVED VALUE The customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.
  24. 24. CUSTOMER EQUITY , SHARE OF CUSTOMER & CUSTOMER LIFETIME VALUE Customer Equity • The total combined customer lifetime values of all of a company’s customers. Share of Customer • The portion of the customer's purchasing in its product categories that a company gets. Customer Lifetime Value • The value of the entire stream of purchases that the customer would make over a lifetime of patronage.
  25. 25. TOPICS COVERED BY MOLOY KANTI RAHA Customer Relationship Groups Marketing Challenges in the New Connected Millennium Goals of Marketing
  26. 26. CUSTOMER RELATIONSHIP GROUPS Butterflies - Profitable but not loyal True friends - Profitable and loyal Barnacles - Highly loyal but not very profitable Strangers - Low profitability and little loyalty
  27. 27. MARKETING CHALLENGES IN THE NEW CONNECTED MILLENNIUM Reaching potential customers through internet to increase the base of customers. Sharing necessary information through social communication media Removing unfavourable impression about the product or company Promoting new product and services through social communication media. Promoting favourable company events like its CSR activities to public through social communication media. Creating public awareness in social issues, Engaging public with day to day company Organizing for public polls on debatable company issues to learn about their view.
  28. 28. GOALS OF MARKETING Delivering Superior Value to customers Maintaining a fine balance between price and quality Delighting Customers, only satisfying is not enough Building Strong relationship with customers Giving customers a reason to buy the product
  29. 29. THANK YOU

×