Mm intro & value


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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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Mm intro & value

  1. 1. Marketplace Market
  2. 2. Copyright © 2009 Pearson Education, Inc. What is Marketing? 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.
  3. 3. Copyright © 2009 Pearson Education, Inc. What is Marketing Management? 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.
  4. 4. Copyright © 2009 Pearson Education, Inc. Core Marketing Concepts • Needs, wants, and demands • Target markets, positioning, segmentation • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment
  5. 5. MarketMarket: Group of people who have the needs or wants for certain products or services and willing to pay for it.
  6. 6. Marketplace Market Target Market
  7. 7. MarketMarket: Group of people who have the needs or wants for certain products or services and willing to pay for it.
  9. 9. Needs A state of felt deprivation Wants: Specific objective to satisfy the need – “brand specifics”. Often influence by culture, and personality/lifestyle Demand: Wants supported by purchasing power
  10. 10. Selling versus Marketing
  11. 11. Selling is only the tip ofSelling is only the tip of the iceberg !the iceberg ! “There will always, one can assume, 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.” PeterPeter DruckerDrucker
  12. 12. PeterPeter DruckerDrucker (1909~2005) On the 11th November 2005, the man who was revered as the father of modern corporate management died. Although he reputedly hated the label of ‘guru’, Peter Drucker was, by any standards, the greatest management guru the world has yet seen. In 1996, the McKinsey Quarterly journal described him as the ‘the one guru to whom other gurus kowtow’ and Robert Heller described him as ‘the greatest man in the history of management’, praise indeed for a man who described himself as ‘just an old journalist’.
  13. 13. Selling is only the tip ofSelling is only the tip of the iceberg !the iceberg ! PeterPeter DruckerDrucker
  14. 14. Market: Group of people who have the needs or wants for certain products or services and willing to pay for it. What makes them willing to pay?
  15. 15. Value
  16. 16. CUSTOMERPERCEIVEDVALUE Customers tend to be value-maximizers, within the bounds of search costs, limited knowledge, mobility and income. Customer perceived value (CPV) – nilai tertanggap pelanggan: The difference between benefits and costs of an offering as perceived by the customers. Benefits: Monetary value of the bundle economic, functional and psychological benefits of a product Costs: Bundle of costs customer expect to incur in evaluating, obtaining, using and disposing a product -Including monetary, time, energy, and physic costs Why customer value is so important? - It would help create customer satisfaction and ultimately customer loyalty
  17. 17. So, the key to generating high customer loyalty is to deliver high customer value. A company must design a competitively superior value proposition aimed at a specific market segment. Value Proposition: - Consist of the whole cluster of benefits the company promises to deliver. - It is more than the core positioning of a product. Ex; Volvo’s core positioning has been “safest” but the buyer is promised more than a safe car. – “The safest and most durable wagon in which your family can ride in.”
  18. 18. Total Customer Satisfaction Performance < Expectation = Dissatisfied Performance = Expectation = Satisfied Performance > Expectation = WOW (Delighted) Satisfaction: A person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his/her expectations. If expectation is raised too high, the buyer is likely to be disappointed. However, if the expectation is set too low, it wont attract enough buyers
  19. 19. A highly satisfied customer generally: a. Stays loyal longer b. Buys more as the company introduces new products and upgrades existing products c. Talks favorably about the company and its products d. Pay less attention to competing brands e. Less sensitive to price f. Offers product or service ideas to company g. Costs less to serve than new customers because transactions are routine. Methods to measure customer satisfaction: a. Customer complaint and recommendation system b. Periodic surveys using standard questionnaires c. Lost customer analysis (exit interview) d. Mystery shoppers (ghost shopping)
  20. 20. RELATIONSHIP MARKETING Proses membina suatu bentuk perhubungan perniagaan jangkapanjang dengan pelanggan, pembekal, pengedar dan rakan pemasaran lain yang menguntungkan kedua-dua pihak. Melibatkan ikatan ekonomi, teknikal mahupun sosial HSBC Bank, The Relationship Bank TM – Bukan Sekadar Nombor
  21. 21. INTEGRATED MARKETING Kesemua elemen campuran pemasaran perlu disepadukan perancangan dan perlaksanaannya agar ia dapat mengkomunikasikan dan seterusnya memberikan nilai yang superior kpd pelanggan
  22. 22. The Four P’s
  23. 23. Marketing Management Tasks • Developing marketing strategies • Capturing marketing insights • Connecting with customers • Building strong brands • Shaping market offerings • Delivering value • Communicating value • Creating long-term growth
  24. 24. Satisfaction
  25. 25. Loyalty
  26. 26. The process of selecting target market (s) and expanding the market by creating, delivering and communicating superior customer values MARKETINGMARKETING MANAGEMENTMANAGEMENT
  27. 27. Segmentation
  28. 28. Targeting
  29. 29. Positioning
  30. 30. Product Positioning How we want our target market to think about our product compared to the competing products
  31. 31. What is Marketed? GoodsGoods ServicesServices Events & ExperiencesEvents & Experiences PersonsPersons Places & PropertiesPlaces & Properties OrganizationsOrganizations Information & IdeaInformation & Idea OthersOthers watch hotel Le’ Tour De Langkawi politicians, KL Tower consulting charity orgs
  32. 32. Key Customer Markets Consumer Markets Business Markets Global Markets Nonprofit/ Government Markets
  33. 33. Marketing PhilosophyMarketing Philosophy Production Selling Marketing Product
  34. 34. RELATIONSHIP MARKETING The process of building long term business relationship with customers for mutual benefits
  35. 35. The Four P’s
  36. 36. Holistic Marketing Dimensions
  37. 37. Factors Influencing Marketing Strategy
  38. 38. MARKETING Marketers job is to find: A. The right products for their customers OR B. The right customers for their products. Answer: A or B ???
  39. 39. MARKETING Marketers job is to find: A. The right products for their customers OR B. The right customers for their products. Answer: A