MARKETING
Definition


The process by which companies create value
for customers and build strong customer
relationships in order t...
Marketing Process
Understand
the market
place and
customer
needs and
wants

Design a
customer
driven
marketing
strategy

C...
Company Orientation Towards the
Marketplace
The Production Concept






The Product Concept




Consumers will not b...
The Societal Marketing Concept
Society

(Human welfare)

Consumers
(Want satisfaction)



Company
(Welfare)

A principle ...
Customer Relationship
Management






The overall process of building and maintaining
profitable customer relationship...
Marketing Network


Consists of company and its supporting
stakeholders with whom it has built
mutually profitable busine...
Marketing Mix
Four P’s
 Product

Four C’s
 Customer solution



Price



Customer cost



Place



Convenience



Promotion



C...
Marketplace and Customer Needs,
Wants and Demands


Human needs are state of felt deprivation
 Physical

needs – food, c...
Target Markets, Positioning and
Segmentation
 Division of market – Segmenting
 Identifying

and profiling distinct group...
Marketing Environment

Task Environment

Broad Environment

Company

Demographic environment

Suppliers Distributors

Econ...
Marketing Research and
Information System
 Marketing

Research is a systematic,

objective process of getting information...
New Marketing Landscape
The pace of change is so rapid that the
ability to change has now become a
competitive advantage –...
Ethics and Social Responsibility
The growth of not for profit marketing
Stakeholders of Organizations
 Customers
 Employ...
Marketing Environment


A company's marketing environment
consists of the actors and forces outside
marketing that affect marketing
management’...
The Company’s Micro Environment
Marketing
Intermediaries
Suppliers

Company

Customers
Competitors

Public



The Company
Suppliers
 Form

an important link in the company’s overall
customer value delivery system.
 Provide th...


Marketing Intermediaries
 Firms

that help the company to promote, sell
and distribute its goods to final buyers,
 Ph...
The Company’s Macro
Environment
Natural forces

Economic
forces

Demographic
forces

Technological
forces
Political forces...


Demographic environment
 Study

of human population in terms of size,
density, location, age, gender, race,
occupation...


Technological Environment



Political environment
 Increasing

legislation
 Increased emphasis on ethics and social...
Product marketing - Nelson Infotech
Product marketing - Nelson Infotech
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Product marketing - Nelson Infotech

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Nelson Infotech providing Product Marketing services. There is a product marketing or product manager titled person responsible for the high-level product requirements.

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Product marketing - Nelson Infotech

  1. 1. MARKETING
  2. 2. Definition  The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return  Marketing is a societal process by which individuals and groups obtain what they need and want through creating offering and freely exchanging products and services of value with others.
  3. 3. Marketing Process Understand the market place and customer needs and wants Design a customer driven marketing strategy Construct a marketing program that delivers superior value Build profitable relationships and create customer delight Capture value from customers to create profits and customer quality
  4. 4. Company Orientation Towards the Marketplace The Production Concept    The Product Concept   Consumers will not buy enough of the organization’s products if left alone The Marketing Concept   Consumers will favour those products that offer the most quality, performance or innovative features The Selling Concept   Consumers will prefer products that are widely available and inexpensive Business shifted to customer centered Sense and respond philosophy The Holistic Marketing Concpet  Based on the development, design and implementation of marketing programs, processes and activities that recogonizes their breadth and interdependencies.  Relationship Marketing – aim of building mutually satisfying long term relationships with key parties – customer, suppliers, distributors andother marketing partners
  5. 5. The Societal Marketing Concept Society (Human welfare) Consumers (Want satisfaction)  Company (Welfare) A principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumer’s wants, the company’s requirements, consumers long term interests and society’s long run interests
  6. 6. Customer Relationship Management    The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction Customer Perceived Value - The difference between total customer value and total customer cost Customer Satisfaction – The extent to which a product’s perceived performance matches a buyer’s expectation.
  7. 7. Marketing Network  Consists of company and its supporting stakeholders with whom it has built mutually profitable business relationships.  Integrated Marketing - Traditional depiction of marketing activities is in term of marketing mix
  8. 8. Marketing Mix
  9. 9. Four P’s  Product Four C’s  Customer solution  Price  Customer cost  Place  Convenience  Promotion  Communication
  10. 10. Marketplace and Customer Needs, Wants and Demands  Human needs are state of felt deprivation  Physical needs – food, clothing, warmth and safety  Social needs - belonging and affection  Individual needs - knowledge and self expression   Wants are the form human needs take as they are shaped by culture and individual personality When wants are backed by the purchasing power, wants become demand
  11. 11. Target Markets, Positioning and Segmentation  Division of market – Segmenting  Identifying and profiling distinct groups of buyers who might prefer or require varying product and services  Target Market – the segment which present the greatest opportunity
  12. 12. Marketing Environment Task Environment Broad Environment Company Demographic environment Suppliers Distributors Economic environment Dealers Physical environment Target customers Technological environment Political legal environment Social cultural environment
  13. 13. Marketing Research and Information System  Marketing Research is a systematic, objective process of getting information about potential customers to guide marketing decisions.  Primary data and secondary data  Marketing Information System
  14. 14. New Marketing Landscape The pace of change is so rapid that the ability to change has now become a competitive advantage – Richard Love, HP  The digital age  The Internet 
  15. 15. Ethics and Social Responsibility The growth of not for profit marketing Stakeholders of Organizations  Customers  Employees  Local communities  Government  Intermediaries  Suppliers 
  16. 16. Marketing Environment
  17. 17.  A company's marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationship with target customers. Micro environment Macro environment
  18. 18. The Company’s Micro Environment Marketing Intermediaries Suppliers Company Customers Competitors Public
  19. 19.   The Company Suppliers  Form an important link in the company’s overall customer value delivery system.  Provide the resource needed by the company to produce its goods and services  Customers  Consumer market  Business market  Reseller market  Government market  International market
  20. 20.  Marketing Intermediaries  Firms that help the company to promote, sell and distribute its goods to final buyers,  Physical distribution firms  Marketing services agencies Competitors  Public   Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
  21. 21. The Company’s Macro Environment Natural forces Economic forces Demographic forces Technological forces Political forces Cultural forces
  22. 22.  Demographic environment  Study of human population in terms of size, density, location, age, gender, race, occupation and other statistics.  Economic environment  Changes in income  Changing consumer spending patterns  Natural Environment  Growing shortage of raw materials  Increased pollution  Increased government intervention
  23. 23.  Technological Environment  Political environment  Increasing legislation  Increased emphasis on ethics and socially responsible actions  Cultural environment  Persistence of cultural values  Shift in secondary cultural values

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