Föreläsning 1 vid kursintroduktionen den 3 oktober i kursen FEGA01 Marknadsföring A vid Handelshögskolan vid Karlstads universitet.

1. © Patrik Gottfridsson 2016-10-031
Vad är marknadsföring?
-diskutera i fem minuter med era bänkgrannar.
Marknadsföring

2. Vad är marknadsföring?

3. Marknadsföring (definition)
Marketing is the process by which companies create
value for customers and build strong customer
relationships to capture value from customers in
return

4. The Marketing Process - enkelt

5. Olika kunder och marknader
• B2C (business–to–consumer)
• Ett marknadsförhållande i vilket företagets kunder utgörs av
konsumenter.
• B2B (business–to–business)
• Ett marknadsförhållande i vilket företagets kunder utgörs av
andra företag.
• C2C (consumer–to–consumer)
• Ett marknadsförhållande som innebär att en privatperson
säljer till en annan privatperson.

6. Marknadserbjudanden

7. Customer-
perceived value
Customer
satisfaction
The difference
between total
customer value
and total
customer cost
The extent to
which a product’s
perceived
performance
matches a buyer’s
expectations

8. Hur påverkar ’förväntningsdelen’ av
kundtillfredsställelsen hur man
marknadsför?

9. Understanding the marketplace
and customer needs
Customer value and satisfaction
expectations
Customers
• Value and
satisfaction
Marketers
• Set the right level
of expectations
• Not too high or low

10. The company’s micro environment
Actors in the microenvironment
Figure 3.1 Actors in the microenvironment

11. The company’s macro environment
Figure 3.2 Major forces in the company’s macroenviroment

12. The Changing Marketing Landscape
Digital age
Rapid
globalization
Ethics and
social
responsibility
Not-for-profit
marketing
Major Developments

13. Designing a customer-driven marketing strategy
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
concept
Marketing management orientations

14. Designing a customer-driven marketing strategy
Figure 1.4 Three considerations underlying the societal marketing
concept

15. The Marketing ProcessThe Marketing Process - utvidgad

16. Markets
Exchanges:
Services/Products
Money
Interaction/Relationship
Company Consumers
Marketing mix
•Price
•Place
•Product
•Promotion (Market
Communication)
Consumer
buyer
behavior
Product
development
B2B
marketing
Segmentation and Positioning
All functions and/or
activities necessary
to bring a product to
a market
Macro environment
Marketing
Partners Suppliers
Distribution
Competitors
Mission
/Vision
Company and
marketing strategy
Market Information
Exchanges:
Services/Products
Money
Market Information