<ul><li>An Overview of Marketing </li></ul><ul><li>Satisfaction, Value, And CRM </li></ul>1
Learning Objectives <ul><li>1. Describe four marketing management  philosophies </li></ul><ul><li>Discuss satisfaction, va...
What Is Marketing? 1 American Marketing Association Definition Marketing  is an organizational function and a set of proce...
Marketing 1 Customer value and beneficial relationships Product Price Place Promotion Exchange A  B Delivering  value Comm...
The Concept of Exchange 1 Necessary Conditions for Exchange At Least Two Parties Something of Value Communication and Deli...
The Concept of Exchange <ul><li>Exchange may not take place even  if conditions are met </li></ul><ul><li>An agreement mus...
Marketing Management Philosophies Competing Philosophies Production Sales Market Societal Marketing 2
The Marketing  Concept <ul><li>Focusing on customer wants and needs to distinguish products from competition </li></ul><ul...
Marketing Management Philosophies 2 Orientation Focus Production Sales Marketing Societal What can we make or do best? How...
Comparing the Sales and Marketing Orientations <ul><li>Organization’s focus </li></ul><ul><li>Firm’s business </li></ul><u...
Perbedaan antara konsep penjualan dan pemasaran
The Organization’s Focus Key Issues in Developing Competitive Advantage 3 Create  Customer Value Build Long-Term Relations...
Customer Value The ratio of benefits to the sacrifice necessary to obtain those benefits 1
Customer Value Requirements <ul><li>Offer products that perform </li></ul><ul><li>Give consumers more than they expect </l...
Customer Satisfaction The feeling that a product has met or exceeded the customer’s expectations. Q=P-E 2
Maintaining Customer Satisfaction <ul><li>Meet or exceed customer’s expectations </li></ul><ul><li>Focus on delighting cus...
Hubungan antara kepuasan pelanggan dengan kesetiaan pelanggan
Relationship Marketing The name of a strategy  that entails forging ( memerlukan tempaan )  long-term partnerships  with c...
Relationship Marketing Requirements for  Building  Relationships Who are your customers What do customers value How do the...
Perbedaan Pemasaran Tradisional  d an Relasional Kualitas adalah urusan semua departemen/orang Kualitas adalah urusan bagi...
Konsep Inti Pemasaran Relasional <ul><li>Long-term orientation/horizon </li></ul><ul><li>Commitment and fulfillment of pro...
Tujuan  Pemasaran Relasional <ul><li>Tujuan utama  Relationship Marketing  adalah untuk menemukan  life time value (LTV)  ...
E-CRM <ul><li>What is CRM software </li></ul><ul><li>Scope of CRM today </li></ul><ul><li>Economics of customer retention ...
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Pertemuan Ke 4 Satisfaction And Value

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Pertemuan ke-4-Satisfaction and value

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  • Chapter 1
  • Chapter 1
  • Chapter 1 Notes: Customer value is not simply a matter of high quality or high price. Instead, the customer’s perception of value is the product/service quality they expect and a price they are willing to pay. Value also includes customization and fast delivery. Discussion/Team Activity: Discuss ways that successful companies deliver superior customer value. Examples: Dell Computer Corporation Lexus Mercedes Benz Amazon.com Southwest Airlines
  • Chapter 1
  • Chapter 1
  • Chapter 1 On-Line Volvo Cars How does Volvo use its Web site to maintain customer relations? Do you think Volvo has a sales or a market orientation? What evidence do you have to support your conclusion?
  • Chapter 1
  • Chapter 1
  • Chapter 1
  • Chapter 1
  • Pertemuan Ke 4 Satisfaction And Value

    1. 1. <ul><li>An Overview of Marketing </li></ul><ul><li>Satisfaction, Value, And CRM </li></ul>1
    2. 2. Learning Objectives <ul><li>1. Describe four marketing management philosophies </li></ul><ul><li>Discuss satisfaction, value </li></ul><ul><li>Discuss CRM and e-CRM </li></ul>
    3. 3. What Is Marketing? 1 American Marketing Association Definition Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
    4. 4. Marketing 1 Customer value and beneficial relationships Product Price Place Promotion Exchange A B Delivering value Communicating value Creating value
    5. 5. The Concept of Exchange 1 Necessary Conditions for Exchange At Least Two Parties Something of Value Communication and Delivery Freedom to Accept or Reject Desire to Deal With Other Party
    6. 6. The Concept of Exchange <ul><li>Exchange may not take place even if conditions are met </li></ul><ul><li>An agreement must be reached </li></ul><ul><li>Marketing occurs even if exchange does not take place </li></ul>However... 1
    7. 7. Marketing Management Philosophies Competing Philosophies Production Sales Market Societal Marketing 2
    8. 8. The Marketing Concept <ul><li>Focusing on customer wants and needs to distinguish products from competition </li></ul><ul><li>Integrating all the organization’s activities to satisfy customer wants and needs </li></ul><ul><li>Achieving the organization’s long-term goals by satisfying customer wants and needs </li></ul>2
    9. 9. Marketing Management Philosophies 2 Orientation Focus Production Sales Marketing Societal What can we make or do best? How can we sell more aggressively? What do customers want and need? What do customers want and need, and how can we benefit society?
    10. 10. Comparing the Sales and Marketing Orientations <ul><li>Organization’s focus </li></ul><ul><li>Firm’s business </li></ul><ul><li>Those to whom the product is directed </li></ul><ul><li>Firm’s primary goal </li></ul>You can compare these orientations against these four categories: 3
    11. 11. Perbedaan antara konsep penjualan dan pemasaran
    12. 12. The Organization’s Focus Key Issues in Developing Competitive Advantage 3 Create Customer Value Build Long-Term Relationships Maintain Customer Satisfaction
    13. 13. Customer Value The ratio of benefits to the sacrifice necessary to obtain those benefits 1
    14. 14. Customer Value Requirements <ul><li>Offer products that perform </li></ul><ul><li>Give consumers more than they expect </li></ul><ul><li>Avoid unrealistic pricing </li></ul><ul><li>Give the buyer facts </li></ul><ul><li>Offer organization-wide commitment in service and after-sales support </li></ul>On Line http://www.iflyswa.com 3
    15. 15. Customer Satisfaction The feeling that a product has met or exceeded the customer’s expectations. Q=P-E 2
    16. 16. Maintaining Customer Satisfaction <ul><li>Meet or exceed customer’s expectations </li></ul><ul><li>Focus on delighting customers </li></ul><ul><li>Provide solutions to customer’s problems </li></ul><ul><li>Cultivate relationships, NOT one-time transactions </li></ul>
    17. 17. Hubungan antara kepuasan pelanggan dengan kesetiaan pelanggan
    18. 18. Relationship Marketing The name of a strategy that entails forging ( memerlukan tempaan ) long-term partnerships with customers, both individuals and firms. 3
    19. 19. Relationship Marketing Requirements for Building Relationships Who are your customers What do customers value How do they prefer to interact What do they want to buy 3
    20. 20. Perbedaan Pemasaran Tradisional d an Relasional Kualitas adalah urusan semua departemen/orang Kualitas adalah urusan bagian operasi Kualitas Kontak dengan konsumen tinggi Kontak dengan konsumen rendah Kontak Komitmen tinggi Komitmen terbatas Komitmen kepada konsumen Skala waktu jangka panjang Skala waktu jangka pendek Skala waktu Orientasi pada manfaat produk Orientasi pada karakteristik produk Orientasi Fokus pada mempertahankan konsumen Fokus pada penjualan Fokus Pemasaran Relasional Pemasaran Tradisional Aspek
    21. 21. Konsep Inti Pemasaran Relasional <ul><li>Long-term orientation/horizon </li></ul><ul><li>Commitment and fulfillment of promises </li></ul><ul><li>Customer share not market share </li></ul><ul><li>Customer lifetime value (CLV) </li></ul><ul><li>Two-way dialogue </li></ul><ul><li>Customization </li></ul>
    22. 22. Tujuan Pemasaran Relasional <ul><li>Tujuan utama Relationship Marketing adalah untuk menemukan life time value (LTV) dari pelanggan. Setelah LTV didapat maka tujuan selanjutnya, bagaimana LTV masing-masing kelompok pelanggan itu dapat terus diperbesar dari tahun ke tahun. Setelah itu, bagaimana menggunakan profit yang didapat dari dua tujuan pertama tadi untuk mendapatkan pelanggan baru dengan biaya yang relatif murah. Dengan demikian tujuan jangka panjangnya adalah menghasilkan keuntungan terus menerus dari dua kelompok pelanggan, yakni: pelanggan sekarang dan pelanggan baru. </li></ul>
    23. 23. E-CRM <ul><li>What is CRM software </li></ul><ul><li>Scope of CRM today </li></ul><ul><li>Economics of customer retention </li></ul><ul><li>Challenges impacting understanding your customer </li></ul><ul><li>Common customer service complaints </li></ul><ul><li>Understanding your customer in the context of CRM </li></ul><ul><li>A CRM solution has wide strategic benefits </li></ul><ul><li>Implementing CRM </li></ul>
    24. 24. End

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