This document provides an overview of marketing and marketing management. It defines marketing as the process of creating value for customers to build relationships to capture value in return. The marketing process involves understanding customers, designing strategies to satisfy them, implementing marketing programs, building relationships, and capturing value from loyal customers. Companies must manage different states of demand through various marketing approaches like stimulation, development, and maintenance. The philosophies that guide marketing strategies range from production and product-focused to customer-driven approaches like the marketing concept. Relationship marketing aims to develop long-term relationships with key stakeholders to earn business over time.
This document provides an overview of marketing and the marketing process. It defines marketing as creating value for customers to build strong customer relationships. The marketing process involves understanding customer needs, designing a customer-driven strategy, creating a marketing plan to deliver value, building relationships, and capturing value from customers. It discusses understanding customer needs and the marketplace. It also outlines different marketing management orientations like production, product, selling, and marketing concepts. The document describes elements of an integrated marketing plan including the marketing mix. It discusses trends in customer relationship management, partner relationships, and building customer loyalty and equity. Major developments in the new marketing landscape include the digital age, globalization, ethics, and growth of not-for-profit marketing.
After reading the entire "Principles of Marketing 15th Edition" by Philip Kotler and Gary Armstrong, I have prepared this ppt covering all of the contents in a condensed form. There are 200 slides comprising of the total 17 chapters.
Marketing Defined:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”
Marketing is about managing profitable customer relationships
Attracting new customers
Retaining and growing current
Understand the marketplace 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
Need
State of felt deprivation
Example: Need food
Wants
The form of needs as shaped by culture and the individual
Example: Want a Big Mac
Demands
Wants which are backed by buying power
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses each step in more detail, focusing on understanding customer needs, wants, demands and the different concepts of marketing, exchanges, relationships and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses in more detail understanding customer needs, wants, and demands as well as the concepts of market offerings, value and satisfaction, exchanges and relationships, and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
Understanding Customer Needs and Value.pptxFiqhStation
The document discusses marketing concepts including understanding customer needs and wants, delivering superior customer value through an integrated marketing program, and building profitable customer relationships. It explains that marketing involves understanding the marketplace, designing a customer-focused strategy, constructing an integrated marketing program, building relationships, and capturing value from customers. The key is creating superior customer value and satisfaction through engagement and loyalty to build customer equity.
This document defines marketing and discusses its core concepts. Marketing is defined as managing profitable customer relationships by attracting new customers and growing current customers. The core concepts of marketing include understanding customer needs, wants and demands; developing offers that provide value and satisfaction to customers; facilitating exchanges and relationships; and understanding relevant markets. The document also discusses different marketing management orientations such as production, product, selling, marketing, and societal concepts. It emphasizes that the marketing concept focuses on customer needs to achieve organizational goals.
This document provides an overview and introduction to marketing concepts. It discusses key topics such as defining marketing and examining the core concepts of customer value and satisfaction. It also compares the five marketing management philosophies and analyzes some of the major challenges facing marketers heading into the next century, including changes in technology, globalization, and a need for greater social responsibility.
This document provides an overview of marketing and the marketing process. It defines marketing as creating value for customers to build strong customer relationships. The marketing process involves understanding customer needs, designing a customer-driven strategy, creating a marketing plan to deliver value, building relationships, and capturing value from customers. It discusses understanding customer needs and the marketplace. It also outlines different marketing management orientations like production, product, selling, and marketing concepts. The document describes elements of an integrated marketing plan including the marketing mix. It discusses trends in customer relationship management, partner relationships, and building customer loyalty and equity. Major developments in the new marketing landscape include the digital age, globalization, ethics, and growth of not-for-profit marketing.
After reading the entire "Principles of Marketing 15th Edition" by Philip Kotler and Gary Armstrong, I have prepared this ppt covering all of the contents in a condensed form. There are 200 slides comprising of the total 17 chapters.
Marketing Defined:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”
Marketing is about managing profitable customer relationships
Attracting new customers
Retaining and growing current
Understand the marketplace 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
Need
State of felt deprivation
Example: Need food
Wants
The form of needs as shaped by culture and the individual
Example: Want a Big Mac
Demands
Wants which are backed by buying power
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses each step in more detail, focusing on understanding customer needs, wants, demands and the different concepts of marketing, exchanges, relationships and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
The document describes the marketing process as a 5-step model: 1) understand customer needs and marketplace, 2) design a customer-driven marketing strategy, 3) construct an integrated marketing program, 4) build profitable customer relationships and delight, 5) capture value from customers. It then discusses in more detail understanding customer needs, wants, and demands as well as the concepts of market offerings, value and satisfaction, exchanges and relationships, and markets. Finally, it outlines 5 alternative marketing concepts that guide strategy: production, product, selling, marketing, and societal marketing concepts.
Understanding Customer Needs and Value.pptxFiqhStation
The document discusses marketing concepts including understanding customer needs and wants, delivering superior customer value through an integrated marketing program, and building profitable customer relationships. It explains that marketing involves understanding the marketplace, designing a customer-focused strategy, constructing an integrated marketing program, building relationships, and capturing value from customers. The key is creating superior customer value and satisfaction through engagement and loyalty to build customer equity.
This document defines marketing and discusses its core concepts. Marketing is defined as managing profitable customer relationships by attracting new customers and growing current customers. The core concepts of marketing include understanding customer needs, wants and demands; developing offers that provide value and satisfaction to customers; facilitating exchanges and relationships; and understanding relevant markets. The document also discusses different marketing management orientations such as production, product, selling, marketing, and societal concepts. It emphasizes that the marketing concept focuses on customer needs to achieve organizational goals.
This document provides an overview and introduction to marketing concepts. It discusses key topics such as defining marketing and examining the core concepts of customer value and satisfaction. It also compares the five marketing management philosophies and analyzes some of the major challenges facing marketers heading into the next century, including changes in technology, globalization, and a need for greater social responsibility.
This document provides an overview of key marketing concepts and frameworks. It discusses the evolution of marketing orientations from production to societal marketing concepts. The marketing process is defined as understanding customer needs, designing a strategy, constructing a program, building relationships, and capturing value. Key concepts covered include the marketing mix, customer relationship management, perceived value, customer satisfaction, loyalty, and lifetime value. The document also outlines challenges in today's digital landscape of globalization and ethics.
Marketing involves creating value for customers and capturing value from customers in return through profitable customer relationships. Marketers need to understand customer needs and the marketplace. They design marketing strategies by selecting target customer segments and developing a value proposition to serve those customers better than competitors through an integrated marketing program using the marketing mix. The goal is to build strong customer relationships, satisfaction, loyalty and lifetime value to increase customer equity.
Marketing aims to satisfy existing human and social needs. It does this through identifying needs and wants, then developing products and services to fulfill those needs in a way that benefits both customers and businesses. While marketing activities like advertising can expose customers to new products and potentially influence wants, the underlying needs themselves are pre-existing aspects of human nature and society. The goal of marketing is to meet needs, not create them.
The document discusses the key concepts and steps of the marketing process. It begins by defining marketing as how companies create value for customers and build relationships to capture value in return. The 5 main steps of the marketing process are: 1) Understanding customer needs and wants, 2) Designing a customer-driven marketing strategy, 3) Constructing an integrated marketing plan, 4) Building profitable relationships, and 5) Capturing value from customers. Each step is then further explained, with a focus on understanding customer needs, developing a marketing strategy and mix, building relationships, and evaluating results to improve future efforts.
The document provides an overview of marketing and marketing management, defining marketing as a process of understanding customer needs and delivering value through products and services, with the goal of attracting new customers and retaining existing ones. It discusses marketing management philosophies like the production, product, selling, and marketing concepts. The chapter outlines then cover topics in marketing environments, market opportunities, strategy, and the marketing mix.
This document discusses marketing concepts and the marketing process. It defines marketing as managing profitable customer relationships by attracting new customers and retaining existing customers. The marketing process involves understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, and building relationships to capture value. It outlines five steps - understand the marketplace, design a strategy, construct a program, build relationships, and capture value. It also discusses key marketing concepts like customer value, exchanges, markets, and different orientations like production, product, selling, and marketing concepts.
The holistic marketing concept has four main components: 1) relationship marketing, 2) integrated marketing, 3) internal marketing, and 4) social responsibility marketing. Relationship marketing focuses on building long-term relationships with customers, suppliers, and partners. Integrated marketing combines marketing activities to create and deliver value for customers. Internal marketing involves training employees to serve customers well. Social responsibility marketing considers the needs of society as well as customers and profits. The outcomes of holistic marketing include developing marketing strategies and plans to connect with target markets while delivering value through an integrated approach.
The holistic marketing concept has four main components: 1) relationship marketing, 2) integrated marketing, 3) internal marketing, and 4) social responsibility marketing. Relationship marketing focuses on building long-term relationships with customers, suppliers, and partners. Integrated marketing combines marketing activities to create and deliver value for customers. Internal marketing involves training employees to serve customers well. Social responsibility marketing considers the needs of society as well as customers and profits. The outcomes of holistic marketing include developing marketing strategies and plans to connect with target markets while delivering value through an integrated approach.
Marketing involves creating value for customers and capturing value from customers in return through relationships. It is defined broadly as a social and managerial process to obtain what individuals and organizations need through exchanges. A marketer must understand customer needs and the marketplace. The marketer must design a strategy that selects target customers and determines how to best serve them through a value proposition. Building relationships and customer loyalty are key to capturing long-term value. The modern marketing landscape faces challenges like globalization, digital technologies, ethics, and economic changes.
This document provides an overview of marketing concepts and principles. It defines marketing as creating value for customers through strong customer relationships. The marketing process involves understanding customer needs, designing a customer-driven strategy, constructing a marketing plan, building customer relationships, and capturing value from customers. It also discusses key topics like the marketing mix, customer relationship management, building customer loyalty, and major trends changing marketing like digitalization and a focus on ethics.
This document discusses various marketing concepts used by organizations, including the production concept, product concept, selling concept, marketing concept, and holistic marketing concept. It provides details on each concept, such as the production concept focusing on inexpensive mass-produced goods. The holistic marketing concept recognizes the interdependencies between marketing programs, processes, and activities. It has four components - relationship marketing, integrated marketing, internal marketing, and social responsibility marketing. The document also discusses fundamental marketing concepts like customer value, needs, wants, demands, and value delivery processes.
1) Marketing is a social and managerial process of satisfying customer needs through the exchange of products. The goal is to deliver customer satisfaction at a profit.
2) There are various marketing orientations including production, product, selling, and societal marketing. The marketing concept focuses on understanding customer needs better than competitors.
3) The marketing mix, or 4Ps, are product, price, place, and promotion. These tools are used to implement marketing strategy and satisfy customers.
Introduction of Marketing, Definitions, Core concept of Marketing, Marketing Management, Marketing Mix, Marketing Environment, Sales VS Marketing, Function of Marketing, Evolution of Marketing,
Marketing involves creating value for customers and building strong customer relationships to capture value in return. It is the process of communicating the value of a product or service to customers. Marketing includes identifying, pricing, distributing, and promoting products and services to satisfy customer needs and wants better than competitors. It is a critical business function that is customer-oriented, competitor-focused, and market-driven with the long-term objective of maximizing profits through customer satisfaction.
1. The document defines marketing and outlines the key elements of the marketing process model, including understanding customer needs and designing a customer-driven marketing strategy.
2. It discusses how marketers must understand customer needs, wants, and demands to identify the right target market and offer superior value. The marketing orientations like production, product, and selling concepts are also examined.
3. The marketing concept prioritizes understanding customer needs and delivering better satisfaction than competitors to build profitable relationships. Customer value, satisfaction, exchange and transactions are also core marketplace concepts covered.
This document discusses key marketing concepts including customer value, satisfaction, and the marketing concept philosophy. It outlines different marketing management philosophies like the production, product, selling, marketing, and societal concepts. It also defines customer value and satisfaction, how to measure them, and the relationship between performance, expectations, and satisfaction. The marketing concept philosophy that customer satisfaction should guide organizational goals is contrasted with the selling concept that large promotions are needed. The document provides an overview of important marketing topics.
1. Marketing involves managing profitable customer relationships by creating value for customers and capturing value from them in return.
2. The marketing process involves understanding customer needs, designing a customer-driven strategy, constructing an integrated marketing program, and building profitable relationships.
3. The marketing program uses the marketing mix of product, price, place, and promotion to implement the strategy and deliver superior value to target customers, with the goal of attracting new customers and retaining existing customers.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
This document summarizes key concepts from the marketing textbook "Principles of Marketing" by Philip Kotler and Gary Armstrong. It discusses the definition of marketing as managing profitable customer relationships by creating value for customers. It outlines the five steps of the marketing process as understanding customer needs, designing a customer-driven strategy, implementing an integrated marketing program, building customer relationships, and capturing value from customers. It also discusses marketing management orientations, relationship building, and the changing marketing landscape including trends like digital marketing and globalization.
Introduction to Marketing management By Nitin ShekapureNitin Shekapure
This document provides an overview of marketing concepts. It defines marketing as delivering customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value and keeping current customers satisfied. Marketing deals with customers and creating value and satisfaction. Market segmentation involves dividing the market into groups that may require different products or marketing approaches. The benefits of segmentation include focusing on opportunities, reducing costs, and achieving competitive advantage. Key steps in segmentation include identifying variables, developing profiles, evaluating attractiveness, and selecting target segments. Potential variables for segmenting consumers or businesses are also outlined.
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
This document provides an overview of key marketing concepts and frameworks. It discusses the evolution of marketing orientations from production to societal marketing concepts. The marketing process is defined as understanding customer needs, designing a strategy, constructing a program, building relationships, and capturing value. Key concepts covered include the marketing mix, customer relationship management, perceived value, customer satisfaction, loyalty, and lifetime value. The document also outlines challenges in today's digital landscape of globalization and ethics.
Marketing involves creating value for customers and capturing value from customers in return through profitable customer relationships. Marketers need to understand customer needs and the marketplace. They design marketing strategies by selecting target customer segments and developing a value proposition to serve those customers better than competitors through an integrated marketing program using the marketing mix. The goal is to build strong customer relationships, satisfaction, loyalty and lifetime value to increase customer equity.
Marketing aims to satisfy existing human and social needs. It does this through identifying needs and wants, then developing products and services to fulfill those needs in a way that benefits both customers and businesses. While marketing activities like advertising can expose customers to new products and potentially influence wants, the underlying needs themselves are pre-existing aspects of human nature and society. The goal of marketing is to meet needs, not create them.
The document discusses the key concepts and steps of the marketing process. It begins by defining marketing as how companies create value for customers and build relationships to capture value in return. The 5 main steps of the marketing process are: 1) Understanding customer needs and wants, 2) Designing a customer-driven marketing strategy, 3) Constructing an integrated marketing plan, 4) Building profitable relationships, and 5) Capturing value from customers. Each step is then further explained, with a focus on understanding customer needs, developing a marketing strategy and mix, building relationships, and evaluating results to improve future efforts.
The document provides an overview of marketing and marketing management, defining marketing as a process of understanding customer needs and delivering value through products and services, with the goal of attracting new customers and retaining existing ones. It discusses marketing management philosophies like the production, product, selling, and marketing concepts. The chapter outlines then cover topics in marketing environments, market opportunities, strategy, and the marketing mix.
This document discusses marketing concepts and the marketing process. It defines marketing as managing profitable customer relationships by attracting new customers and retaining existing customers. The marketing process involves understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, and building relationships to capture value. It outlines five steps - understand the marketplace, design a strategy, construct a program, build relationships, and capture value. It also discusses key marketing concepts like customer value, exchanges, markets, and different orientations like production, product, selling, and marketing concepts.
The holistic marketing concept has four main components: 1) relationship marketing, 2) integrated marketing, 3) internal marketing, and 4) social responsibility marketing. Relationship marketing focuses on building long-term relationships with customers, suppliers, and partners. Integrated marketing combines marketing activities to create and deliver value for customers. Internal marketing involves training employees to serve customers well. Social responsibility marketing considers the needs of society as well as customers and profits. The outcomes of holistic marketing include developing marketing strategies and plans to connect with target markets while delivering value through an integrated approach.
The holistic marketing concept has four main components: 1) relationship marketing, 2) integrated marketing, 3) internal marketing, and 4) social responsibility marketing. Relationship marketing focuses on building long-term relationships with customers, suppliers, and partners. Integrated marketing combines marketing activities to create and deliver value for customers. Internal marketing involves training employees to serve customers well. Social responsibility marketing considers the needs of society as well as customers and profits. The outcomes of holistic marketing include developing marketing strategies and plans to connect with target markets while delivering value through an integrated approach.
Marketing involves creating value for customers and capturing value from customers in return through relationships. It is defined broadly as a social and managerial process to obtain what individuals and organizations need through exchanges. A marketer must understand customer needs and the marketplace. The marketer must design a strategy that selects target customers and determines how to best serve them through a value proposition. Building relationships and customer loyalty are key to capturing long-term value. The modern marketing landscape faces challenges like globalization, digital technologies, ethics, and economic changes.
This document provides an overview of marketing concepts and principles. It defines marketing as creating value for customers through strong customer relationships. The marketing process involves understanding customer needs, designing a customer-driven strategy, constructing a marketing plan, building customer relationships, and capturing value from customers. It also discusses key topics like the marketing mix, customer relationship management, building customer loyalty, and major trends changing marketing like digitalization and a focus on ethics.
This document discusses various marketing concepts used by organizations, including the production concept, product concept, selling concept, marketing concept, and holistic marketing concept. It provides details on each concept, such as the production concept focusing on inexpensive mass-produced goods. The holistic marketing concept recognizes the interdependencies between marketing programs, processes, and activities. It has four components - relationship marketing, integrated marketing, internal marketing, and social responsibility marketing. The document also discusses fundamental marketing concepts like customer value, needs, wants, demands, and value delivery processes.
1) Marketing is a social and managerial process of satisfying customer needs through the exchange of products. The goal is to deliver customer satisfaction at a profit.
2) There are various marketing orientations including production, product, selling, and societal marketing. The marketing concept focuses on understanding customer needs better than competitors.
3) The marketing mix, or 4Ps, are product, price, place, and promotion. These tools are used to implement marketing strategy and satisfy customers.
Introduction of Marketing, Definitions, Core concept of Marketing, Marketing Management, Marketing Mix, Marketing Environment, Sales VS Marketing, Function of Marketing, Evolution of Marketing,
Marketing involves creating value for customers and building strong customer relationships to capture value in return. It is the process of communicating the value of a product or service to customers. Marketing includes identifying, pricing, distributing, and promoting products and services to satisfy customer needs and wants better than competitors. It is a critical business function that is customer-oriented, competitor-focused, and market-driven with the long-term objective of maximizing profits through customer satisfaction.
1. The document defines marketing and outlines the key elements of the marketing process model, including understanding customer needs and designing a customer-driven marketing strategy.
2. It discusses how marketers must understand customer needs, wants, and demands to identify the right target market and offer superior value. The marketing orientations like production, product, and selling concepts are also examined.
3. The marketing concept prioritizes understanding customer needs and delivering better satisfaction than competitors to build profitable relationships. Customer value, satisfaction, exchange and transactions are also core marketplace concepts covered.
This document discusses key marketing concepts including customer value, satisfaction, and the marketing concept philosophy. It outlines different marketing management philosophies like the production, product, selling, marketing, and societal concepts. It also defines customer value and satisfaction, how to measure them, and the relationship between performance, expectations, and satisfaction. The marketing concept philosophy that customer satisfaction should guide organizational goals is contrasted with the selling concept that large promotions are needed. The document provides an overview of important marketing topics.
1. Marketing involves managing profitable customer relationships by creating value for customers and capturing value from them in return.
2. The marketing process involves understanding customer needs, designing a customer-driven strategy, constructing an integrated marketing program, and building profitable relationships.
3. The marketing program uses the marketing mix of product, price, place, and promotion to implement the strategy and deliver superior value to target customers, with the goal of attracting new customers and retaining existing customers.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
This document summarizes key concepts from the marketing textbook "Principles of Marketing" by Philip Kotler and Gary Armstrong. It discusses the definition of marketing as managing profitable customer relationships by creating value for customers. It outlines the five steps of the marketing process as understanding customer needs, designing a customer-driven strategy, implementing an integrated marketing program, building customer relationships, and capturing value from customers. It also discusses marketing management orientations, relationship building, and the changing marketing landscape including trends like digital marketing and globalization.
Introduction to Marketing management By Nitin ShekapureNitin Shekapure
This document provides an overview of marketing concepts. It defines marketing as delivering customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value and keeping current customers satisfied. Marketing deals with customers and creating value and satisfaction. Market segmentation involves dividing the market into groups that may require different products or marketing approaches. The benefits of segmentation include focusing on opportunities, reducing costs, and achieving competitive advantage. Key steps in segmentation include identifying variables, developing profiles, evaluating attractiveness, and selecting target segments. Potential variables for segmenting consumers or businesses are also outlined.
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Marketing Management ch 1.ppt
1. FACULTY OF BUSINESS AND ECONOMICS
DEPARTMENT OF MANAGEMENT
Course: Marketing Management
CHAPTER 1
An Overview to Marketing and Marketing Management
2. 3-2
Chapter objectives
• Define marketing and outline the steps in the marketing process.
• Explain the importance of understanding customers and the
marketplace and identify the five core marketplace concepts.
• Identify the key elements of a customer-driven marketing strategy
• Discuss the marketing management orientations that guide
marketing strategy.
• Discuss customer relationship management and identify strategies
for creating value for customers and capturing value from
customers in return.
4. 3-4
Marketing Defined
• Many people think of marketing only as selling and
advertising.
• Selling and advertising are only part of a larger
“marketing mix”
– a set of marketing tools that work together to satisfy
customer needs and build customer relationships
• Today, marketing must be understood not in the
old sense of making a sale—“telling and selling”—
but in the new sense of satisfying customer needs.
5. 3-5
Definition of Marketing
• According to Philip Kotler
– Marketing is a social and managerial process by which
individuals and groups obtain what they need and want
through creating and exchanging products and value with
others.
– Marketing is the process by which companies create
value for customers and build strong customer
relationships in order to capture value from customers in
return.
• According to the American Marketing Association
– Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large
7. 3-7
The importance of marketing
• Marketing has helped introduce new products that have
eased or enriched people’s lives.
• Creates employment opportunity
• It can inspire enhancements in existing products as
marketers innovate to improve their position in the market
place.
• Successful marketing also allows firms to more fully engage
in socially responsible activities.
8. 3-8
The Marketing Process
• In the first four steps, companies work to understand
consumers, create customer value, and build strong
customer relationships.
• In the final step, companies reap the rewards of creating
superior customer value.
• By creating value for consumers, they in turn capture value
from consumers in the form of sales, profits, and long-term
customer equity.
9. 3-9
Step1: Understanding the Marketplace and
Customer Needs
– Marketing is all about creating value for
customers. So, as the first step in the marketing
process, the company must fully understand
consumers and the marketplace in which it
operates.
– We examine five core customer and marketplace
concepts:
• Needs, wants, and demands
• Market offerings (products, services, and experiences)
• Value and satisfaction
• Exchanges and relationships
• Markets.
10. 3-10
Needs, Wants, and Demands
• Needs:
– Needs are the basic human requirements such as for air, food,
water, clothing, and shelter. Humans also have strong needs
for recreation, education, and entertainment.
– Human needs are states of felt deprivation.
• Wants:
– Want are the form taken by human needs as they are shaped
by culture and individual personality.
– Needs become wants when directed to specific objects that
might satisfy the need.
• Demands:
– Demands are wants for specific products backed by an ability
to pay.
– Many people want a Mercedes; only a few can buy one.
– Companies must measure not only how many people want
their product, but also how many are willing and able to buy it
11. 3-11
Market Offerings—Products, Services, and
Experiences
• Consumers’ needs and wants are fulfilled through
market offerings—some combination of products,
services, information, or experiences offered to a
market to satisfy a need or a want.
• Market offerings are not limited to physical products.
• They also include services— activities or benefits
offered for sale that are essentially intangible and do
not result in the ownership of anything.
– Examples include banking, airline, hotel, tax preparation,
and home repair services. More broadly, market offerings
also include other entities, such as persons, places,
organizations, information, and ideas
12. 3-12
Customer Value and Satisfaction
• Customer value is the difference between the values the
customer gains from owning and using a product and the
costs of obtaining the products.
• Value is primarily a combination of quality, service, and
price (qsp), called the customer value triad.
– Value perceptions increase with quality and service but
decrease with price.
• Satisfaction reflects a person’s judgment of a product’s
perceived performance in relationship to expectations.
• Customer satisfaction- The extent to which a product’s
perceived performance matches a buyer’s expectations.
• If performance falls short of expectations, the customer is
disappointed. If it matches expectations, the customer is
satisfied. If it exceeds them, the customer is delighted.
13. 3-13
Exchange and Relationships
• Marketing occurs when people decide to satisfy
needs and wants through exchange relationships.
• Exchange
– is the act of obtaining a desired object from someone by
offering something in return.
Relationship marketing :
• The process of creating, maintaining, and
enhancing strong, value – laden relationships with
customers and other stakeholders
14. 3-14
Markets
• Market is the set of all actual and potential buyers of a
product or service
• Marketing involves serving a market of final consumers in
the face of competitors.
A modern marketing system
15. 3-15
Marketers and Prospects
• A marketer is someone who seeks a
response attention, a purchase, a vote, a
donation from another party, called the
prospect.
• If two parties are seeking to sell something
to each other, we call them both marketers
16. 3-16
Step 2: Designing a Customer-Driven Marketing
Strategy
• Once it fully understands consumers and the
marketplace, marketing management can design a
customer-driven marketing strategy.
• To design a winning marketing strategy, the
marketing manager must answer two important
questions:
– What customers will we serve (what’s our target
market)?
– How can we serve these customers best (what’s
our value proposition)?
• How companies differentiate and position itself in the
marketplace
17. 3-17
Step 3: Preparing an Integrated Marketing Plan
and Program
• The company’s marketing strategy outlines which customers
it will serve and how it will create value for these customers.
• Next, the marketer develops an integrated marketing
program that will actually deliver the intended value to
target customers.
• The marketing program builds customer relationships by
transforming the marketing strategy into action.
•
• It consists of the firm’s marketing mix, the set of marketing
tools the firm uses to implement its marketing strategy.
18. 3-18
Preparing an Integrated Marketing Plan and
Program
• The major marketing mix tools are classified into
four broad groups, called the four Ps of marketing:
product, price, place, and promotion.
– To deliver on its value proposition, the firm must first
create a need-satisfying market offering (product).
– It must decide how much it will charge for the offering
(price) and how it will make the offering available to
target consumers (place).
– Finally, it must communicate with target customers about
the offering and persuade them of its merits (promotion).
19. 3-19
Step 4: Building Customer Relationships
• Customer relationship management is the overall process of
building and maintaining profitable customer relationships
by delivering superior customer value and satisfaction.
• It deals with all aspects of acquiring, keeping, and growing
customers.
• Relationship Building Blocks: Customer Value and
Satisfaction
– Customer-perceived value- the customer’s evaluation of the
difference between all the benefits and all the costs of a market
offering relative to those of competing offers
– Customer satisfaction-the extent to which a product’s perceived
performance matches a buyer’s expectations
20. 3-20
Step 5: Capturing Value from Customers
• The final step involves capturing value in return in the form
of current and future sales, market share, and profits.
• By creating superior customer value, the firm creates highly
satisfied customers who stay loyal and buy more.
– This, in turn, means greater long-run returns for the firm.
• The outcomes of creating customer value includes: customer
loyalty and retention, share of market and share of customer,
and customer equity.
21. 3-21
Marketing Management
• Marketing management
– Is the analysis, planning, implementation, and control of
programs designed to create, build, and maintain
beneficial exchanges with target buyers for the purpose
of achieving organizational objectives.
• It involves;
– Demand Management : The organization has a desired level of
demand for its products.
– Marketing management must find ways to deal with these different
demand states.
– Building Profitable Customer Relationships : Beyond designing
strategies to attract new customers and create transactions with
them, companies now are striving to retain current customers and
build lasting customer relationships.
22. 3-22
States of Demand
• Marketing managers in different organizations might
face any of the following states of demand.
• The marketing task is to manage demand
effectively.
Negative demand
No demand
Latent demand
Falling demand
Irregular demand
Full demand
Overfull demand
Unwholesome demand
Demand
state
23. 3-23
Negative Demand
This is a state in which all
or the major parts of the
society, dislikes the
product and may even pay
a price to avoid it.
Examples are
vaccination, alcoholic
employees, dental
work, and seat belts,
and gallbladder
operations.
The marketing task is to
analyze why the market
dislikes the product and
whether product redesign,
lower price, or more positive
promotion can change the
consumer attitudes.
This marketing task or
activity is known as
CONVERSIONAL
marketing which tries
to change people’s
want rather than serve
their wants.
24. 3-24
No demand
• This is a case where target customers may
be uninterested in or unaware to a particular
product.
• Three different categories of products are
characterized by no demand.
• First, there are those familiar products that
are perceived as having no value.
– Examples would be last week’s newspaper, and
broken pens.
25. 3-25
Cont…
• Second, products that have value but not in a
particular market. Examples would be snowmobiles in
areas that do not have snow and residence alarms
where there is no crime.
• Third, unfamiliar products or services which are
innovative and face a situation of no demand because
the relevant market segment has no knowledge of its
benefits.
• Examples include certain consulting services and new
software.
• This marketing task is known as STIMULATIONAL
marketing; it tries to stimulate a want for an object in
people who initially have no knowledge or interest in
the product
26. 3-26
Latent Demand
• Latent demand: state of demand where
many customers share a strong need for
something that does not exist in the form of
actual
• Examples the need for harmless cigarettes,
more fuel-efficient cars, etc.
• The marketing task is called
DEVELOPMENTAL marketing and its task is
to measure the size of the potential market
and trying to develop a new product or
service that would satisfy the demand.
27. 3-27
Declining Demand
• Sooner or later, every organization faces
falling demand for one or more of its
products.
• For example, churches have seen their
membership decline, and private colleges
have seen fewer applications.
• The marketer must find the causes of market
decline and re-stimulate demand by finding
new markets, changing product features, or
creating more effective communication and
the marketing task is REMARKETING.
28. 3-28
Irregular Demand
It is a state in which the timing pattern
of demand is marked by seasonal and
volatile fluctuations causing problems of
idle capacity and overworked.
For example museums are under-visited
during weekdays and overworked during
weekends.
The corresponding marketing task is
SYNCHROMARKETING, i.e., to find ways to
alter the time pattern of demand through flexible
pricing, promotion and other incentives so that it
will better match the time pattern of supply.
29. 3-29
Full Demand
The organization has just the amount of
demand it wants and can handle.
It is a state where the current level and
timing of demand is equal to the desired
level and timing of demand.
The marketing task is MAINTENANCE marketing
and is designed to maintain the current level of
demand against changing consumer preferences.
The organization maintains quality, and
continually measures satisfaction to make
sure it is doing a good job
30. 3-30
Overfull Demand
It is a state in which demand is higher than the company
can or wants to handle.
The marketing task is called DEMARKETING and its task is
finding ways to reduce the demand temporarily, or
permanently.
De-marketing involves such actions as raising prices and
reducing promotion and service.
It does not aim to destroy demand, but only to reduce it. It
calls for using normal marketing tools in reverse.
31. 3-31
Unwholesome Demand
Unwholesome products such as cigarettes, alcohol, and
hard drugs will attract organized effort to destroy the
demand or interest in particular product or service.
The corresponding marketing task is known as
COUNTERMARKETING it is a difficult task in that the
aim is to get people who like something to give it up.
Marketing manager cope with these tasks by carrying
out marketing research, planning, implementation and
control.
32. 3-32
MARKETING MANAGEMENT PHILOSOPHIES
• The role that marketing plays within a company
varies according to the overall strategy and
philosophy of each firm.
• There are different alternative concepts under
which organizations conduct their marketing
activities:
– Production concept
– Product concept
– Selling concept
– Marketing concept
– Societal marketing concepts
– The holistic marketing concepts
33. 3-33
Production Concept
• The production concept is the oldest concepts in
business
• Looks only to the product or service that the
company provide rather than to a customer need.
• It holds that consumers prefer products that are
widely available and inexpensive
• Managers of production-oriented businesses
concentrate on achieving high production efficiency,
low costs, and mass distribution.
• This orientation has made sense in developing
countries
34. 3-34
Product Concept
• The philosophy that consumers will favor products that offer
the most quality, performance, and innovative features.
• Managers in these organisations focus on making superior
products or services and improving them over time.
• Product quality and improvement are important parts of
most marketing strategies.
– However, focusing only on the company’s products can also lead to
marketing myopia.
• Marketing Myopia- focusing too narrowly on their own
operations and losing sight of the real objective—satisfying
customer needs and building customer relationships
35. 3-35
The Selling Concept
• The selling concept is a focus on making sales
rather than really understanding the customers.
• The selling concept suggests businesses have to
persuade or force customers to buy the
organisation’s products or services.
• The organisation must, therefore, undertake an
aggressive selling and promotion effort.
• The selling concept was practised most
aggressively with unsought products or services
and when the company have overcapacity
36. 3-36
The Marketing Concept
• The marketing philosophy emerged in the mid-1950s.
• Instead of a product-centred and sales oriented ‘make-
and-sell’ philosophy, business shifted to a customer-
centred, ‘sense-and- respond’ philosophy.
• The marketing task is not to find the right customers for
your products or services, but to design the right
services and products for your customers.
• The marketing concept holds that the key to achieving
organisational goals is being more effective than
competitors in creating, managing, delivering and
communicating superior customer value to your chosen
target markets.
37. 3-37
Factory Existing products
Selling
and promoting Profits through sales
volume
Starting point
Focus
Means
Ends
The selling concept
Market Customer needs Integrated
marketing
Profits through customer
satisfaction
The marketing concept
The selling and Marketing Concepts Contrasted
38. 3-38
Societal Marketing Concept
• The idea that the organization should
– Determine the needs, wants, and interests
of target markets
– Deliver the desired satisfactions more
effectively and efficiently than competitors
– In a way that maintains or improves the
consumer’s and society’s well – being.
39. 3-39
The Holistic Marketing Concept
• The holistic marketing concept is based on the development,
design, and implementation of marketing programs,
processes, and activities that recognize their breadth and
interdependencies.
• Holistic marketing acknowledges that everything matters in
marketing and that a broad, integrated perspective is often
necessary.
• Holistic marketing thus recognizes and reconciles the scope
and complexities of marketing activities.
• Fundamental pillars of holistic marketing:
– Relationship marketing
– Integrated marketing
– Internal marketing
– Performance marketing
40. 3-40
Relationship Marketing
• Relationship Marketing Increasingly, a key goal of marketing is to
develop deep, enduring relationships with people and
organizations that directly or indirectly affect the success of the
firm’s marketing activities.
• Relationship marketing aims to build mutually satisfying long-term
relationships with key constituents in order to earn and retain their
business.
• Four key constituents for relationship marketing are customers,
employees, marketing partners (channels, suppliers, distributors,
dealers, agencies), and members of the financial community
(shareholders, investors, analysts).
• The ultimate outcome of relationship marketing is a unique
company asset called a marketing network, consisting of the
company and its supporting stakeholders—customers, employees,
suppliers, distributors, retailers, and others—with whom it has
built mutually profitable business relationships.
41. 3-41
Integrated Marketing
• Integrated marketing occurs when the marketer devises
marketing activities and assembles marketing programs to
create, communicate, and deliver value for consumers such
that “the whole is greater than the sum of its parts.”
• Two key themes are that
– (1) many different marketing activities can create,
communicate, and deliver value and
– (2) marketers should design and implement any one
marketing activity with all other activities in mind.
• When a hospital buys an MRI machine from General
Electric’s Medical Systems division, for instance, it
expects good installation, maintenance, and training
services to go with the purchase
42. 3-42
Internal Marketing
• Internal marketing, is the task of hiring, training, and motivating
able employees who want to serve customers well.
• Smart marketers recognize that marketing activities within the
company can be as important—or even more important—than
those directed outside the company.
• It makes no sense to promise excellent service before the
company’s staff is ready to provide it.
• Marketing succeeds only when all departments work together to
achieve customer goals.
• When engineering designs the right products, finance furnishes
the right amount of funding, purchasing buys the right materials,
production makes the right products in the right time horizon, and
accounting measures profitability
43. 3-43
Performance Marketing
• Performance marketing requires understanding the
financial and nonfinancial returns to business and
society from marketing activities and programs.
• Top marketers are increasingly going beyond sales
revenue to examine the marketing scorecard and
interpret what is happening to market share,
customer loss rate, customer satisfaction, product
quality, and other measures.
• They are also considering the legal, ethical, social,
and environmental effects of marketing activities
and programs.