Marketing session 2
•Download as PPT, PDF•
0 likes•261 views
The document discusses several key concepts in marketing including: 1. The concept of "metamarkets" which are clusters of related activities that customers think of as a single experience, like home ownership, rather than just individual products. 2. Marketers aim to understand customer needs, wants, and demands and craft value propositions and offerings to satisfy them. 3. Customer value is assessed based on the perceived benefits received versus the total costs involved in a transaction. 4. Relationships are increasingly important in marketing as transaction costs decrease and retaining existing customers becomes more critical than acquiring new ones.
Report
Share
Report
Share
![Metamarkets: Markets in the Minds of the Customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/marketingsession2-100905020923-phpapp02/85/Marketing-session-2-1-320.jpg)
![Home Ownership Metamarket ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
ProductCamp Vancouver 2019 Value to the Customer
Price and value are central to the user experience. Ignoring them leads to poor design decisions. Ask how does each stakeholder receive emotional and economic value? How is that value distributed over the customer journey?
Kotler framework 5e_07_sppt
The document discusses market segmentation and targeting. It defines a market segment as a group of customers who share similar needs and wants. Companies can segment markets geographically, demographically, psychographically, and behaviorally. Effective segmentation involves identifying distinct customer groups, selecting target segments, and communicating the benefits of products for those segments. Companies must also consider segment measurability, size, accessibility, differentiation, and how to develop an appropriate market mix strategy for each target.
Chapter 8 sourcing strategies and relationships
The document outlines chapters on sourcing strategies and relationships. It discusses the nature of sourcing decisions, attributes of good suppliers, different types of sourcing, the sourcing process, evaluating suppliers, and developing partnerships and tiers among suppliers. Strategic sourcing aims to continuously improve procurement by reducing costs, maintaining quality, and creating alliances with suppliers to support long-term organizational goals. The sourcing process involves analysis, identifying suppliers, selection, contracting, integration, and monitoring performance.
L1 introduction to marketing mm i
Marketing involves creating, communicating, and delivering value to customers. It is a business process of planning, pricing, promoting, and distributing products to satisfy customer needs. The key aspects of marketing include understanding customer needs and wants, identifying target markets, creating value for customers, and managing relationships. Effective marketing requires coordinating an organization's marketing mix of product, price, place, and promotion.
Nigeria tyre market
The document summarizes the tire market in Nigeria. It notes that Nigeria has high economic growth potential but transportation is primarily by road due to deficiencies in rail and sea transportation. The tire market is 100% dependent on imports and divided between premium brands from Western countries and cheaper brands from Asian countries like Indonesia and Thailand. Major brands like Michelin and Dunlop have exited the Nigerian market since 2007 due to challenges like high costs, using diesel instead of electricity, unrest in the Niger Delta region, and inconsistent government policies around import tariffs that initially lowered duties but then raised them too late.
APOLLO TYRE CASE STUDY
This document summarizes an environmental scan conducted by the Boston Consulting Group for Apollo Tyres to identify opportunities and threats in India. The scan analyzed how factors like agriculture, industrial performance, transportation and vehicle production impact the tyre industry. It found the industry is primarily demand-driven and dependent on original equipment and replacement segments. The main macro factors selected for analysis were GDP, industrial production, road length and inflation. The scan concluded increasing income, consumption and vehicle production present opportunities for Apollo Tyres to partner with automakers and target youth. Tying rural sales to tractors and motorcycles was also recommended.
Apollo tyres presentation
Apollo Tyres Ltd generates 59% of its revenue from India, 28% from Europe, and 13% from Africa. It has operations in India, the Netherlands, South Africa, and Zimbabwe. The company's vision is to become a significant global tyre player and a preferred brand that enhances stakeholder value. The Indian tyre industry is worth approximately Rs. 225 billion with the top players being Apollo Tyres, MRF, JK Tyres, and Ceat, which combined account for 75% of industry turnover. Apollo Tyres has grown its net worth, net current assets, net block, and total debt between 2007-2011. It has also increased total operating income, profits, earnings per share, and
Project report on apollo tyres ltd
Apollo Tyres Ltd is a global tire manufacturer founded in 1972 with headquarters in Gurgaon, India. It has manufacturing facilities in India, South Africa, Zimbabwe, and the Netherlands and sells tires across 118 countries. The company aims to be a significant global player and India's top tire brand through strategies like expanding its product range, increasing market share in passenger vehicle tires, and implementing robust human resources and corporate social responsibility programs. Apollo analyzes its strengths in geographic reach and product variety and weaknesses in new models and segments in a SWOT analysis to guide its growth.
Recommended
ProductCamp Vancouver 2019 Value to the Customer
Price and value are central to the user experience. Ignoring them leads to poor design decisions. Ask how does each stakeholder receive emotional and economic value? How is that value distributed over the customer journey?
Kotler framework 5e_07_sppt
The document discusses market segmentation and targeting. It defines a market segment as a group of customers who share similar needs and wants. Companies can segment markets geographically, demographically, psychographically, and behaviorally. Effective segmentation involves identifying distinct customer groups, selecting target segments, and communicating the benefits of products for those segments. Companies must also consider segment measurability, size, accessibility, differentiation, and how to develop an appropriate market mix strategy for each target.
Chapter 8 sourcing strategies and relationships
The document outlines chapters on sourcing strategies and relationships. It discusses the nature of sourcing decisions, attributes of good suppliers, different types of sourcing, the sourcing process, evaluating suppliers, and developing partnerships and tiers among suppliers. Strategic sourcing aims to continuously improve procurement by reducing costs, maintaining quality, and creating alliances with suppliers to support long-term organizational goals. The sourcing process involves analysis, identifying suppliers, selection, contracting, integration, and monitoring performance.
L1 introduction to marketing mm i
Marketing involves creating, communicating, and delivering value to customers. It is a business process of planning, pricing, promoting, and distributing products to satisfy customer needs. The key aspects of marketing include understanding customer needs and wants, identifying target markets, creating value for customers, and managing relationships. Effective marketing requires coordinating an organization's marketing mix of product, price, place, and promotion.
Nigeria tyre market
The document summarizes the tire market in Nigeria. It notes that Nigeria has high economic growth potential but transportation is primarily by road due to deficiencies in rail and sea transportation. The tire market is 100% dependent on imports and divided between premium brands from Western countries and cheaper brands from Asian countries like Indonesia and Thailand. Major brands like Michelin and Dunlop have exited the Nigerian market since 2007 due to challenges like high costs, using diesel instead of electricity, unrest in the Niger Delta region, and inconsistent government policies around import tariffs that initially lowered duties but then raised them too late.
APOLLO TYRE CASE STUDY
This document summarizes an environmental scan conducted by the Boston Consulting Group for Apollo Tyres to identify opportunities and threats in India. The scan analyzed how factors like agriculture, industrial performance, transportation and vehicle production impact the tyre industry. It found the industry is primarily demand-driven and dependent on original equipment and replacement segments. The main macro factors selected for analysis were GDP, industrial production, road length and inflation. The scan concluded increasing income, consumption and vehicle production present opportunities for Apollo Tyres to partner with automakers and target youth. Tying rural sales to tractors and motorcycles was also recommended.
Apollo tyres presentation
Apollo Tyres Ltd generates 59% of its revenue from India, 28% from Europe, and 13% from Africa. It has operations in India, the Netherlands, South Africa, and Zimbabwe. The company's vision is to become a significant global tyre player and a preferred brand that enhances stakeholder value. The Indian tyre industry is worth approximately Rs. 225 billion with the top players being Apollo Tyres, MRF, JK Tyres, and Ceat, which combined account for 75% of industry turnover. Apollo Tyres has grown its net worth, net current assets, net block, and total debt between 2007-2011. It has also increased total operating income, profits, earnings per share, and
Project report on apollo tyres ltd
Apollo Tyres Ltd is a global tire manufacturer founded in 1972 with headquarters in Gurgaon, India. It has manufacturing facilities in India, South Africa, Zimbabwe, and the Netherlands and sells tires across 118 countries. The company aims to be a significant global player and India's top tire brand through strategies like expanding its product range, increasing market share in passenger vehicle tires, and implementing robust human resources and corporate social responsibility programs. Apollo analyzes its strengths in geographic reach and product variety and weaknesses in new models and segments in a SWOT analysis to guide its growth.
Buyer supplier relationship
The document discusses various types of buyer-supplier relationships including transactional relationships, value-added exchanges, and collaborative/partnering relationships. It compares and contrasts transactional relationships with partnerships. Strategic alliances are defined as relationships based on mutual trust and open communication to reduce costs and improve quality. Supplier development aims to increase supplier efficiency through assistance. Effective buyer-supplier relationships require communication, trust, and a team approach. Relationship management also depends on internal team dynamics and understanding each party's goals.
Marketing intro
This document provides an overview of key concepts in marketing, including:
1. It defines marketing as managing profitable customer relationships by attracting new customers and retaining current customers through delivering satisfaction.
2. It outlines the marketing process and explains the importance of understanding customers and the marketplace using concepts like needs, wants, demands, products, value, satisfaction, exchange and relationships.
3. It discusses marketing management orientations like the production, product, selling, and marketing concepts and identifies the marketing mix of product, place, promotion, and price as elements of a customer-driven marketing strategy.
4. It describes customer relationship management and strategies for building lasting relationships like lifetime customer value and share of customer.
Designing the Customer-Focused Sales Organization
presented by Rob Bentley and Paul Reiman of Hewitt Associates at the TrueConnection 2008 Sales Performance Management Conference, hosted by Callidus Software
ch03 Customer Relationship Management.ppt
This document discusses strategies for developing effective customer relationships in business markets. It begins by explaining that developing strong relationships gives businesses a competitive advantage. It then outlines different types of buyer-seller relationships on a spectrum from transactional to collaborative. Transactional exchanges focus only on the exchange itself while collaborative relationships involve close partnerships and information sharing. Developing value-added services can move a relationship further along this spectrum. The document also discusses using customer profitability analysis and customer relationship management (CRM) programs to identify the most profitable customers and develop strategies for retaining them.
E Marketing Week12
Relationship marketing
Week 12 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.
Personal Selling Chapter 2
The document discusses different types of relationships between buyers and sellers, from transactional exchanges to strategic partnerships. It notes that partnerships require mutual trust, dependability, competence, open communication, common goals, and a commitment to mutual gain. Successful relationships also need organizational support through training, rewards, and technology. Relationships develop over time from awareness to commitment as investments are made in sharing information. Choosing the right partner depends on size, access to innovation, and managing the relationship for long-term benefit.
Defining Marketing for the Twenty-First Century
The document defines key concepts in marketing for the 21st century. It outlines the benefits of the digital revolution for consumers and firms. Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The core functions of marketing include understanding target markets and segmentation, products and brands, exchange and transactions, and developing marketing programs. Companies must understand customer needs and develop orientations focused on customer value in order to be successful in today's changing marketplace.
Marketing session 001
The document discusses several trends related to the new global economy, including worldwide consumer needs, rapidly changing technologies, the empowered customer, and new capabilities for companies. It also covers different types of marketing such as formulated marketing, creative marketing, and various marketing tasks related to managing demand levels and timing.
Unit-1.pptx
The document provides an introduction to marketing concepts. It defines marketing according to the American Marketing Association as creating and delivering value for customers and managing relationships. It discusses the evolution of marketing approaches from production-oriented to customer-oriented. It also outlines key marketing concepts like the marketing mix, exchange relationships, segmentation, and environmental analysis tools like PEST and SWOT.
B2 B Bitm
The document discusses business-to-business (B2B) markets. It defines B2B as transactions between businesses where both the buyer and seller are business entities. It describes the nature of demand in B2B markets as derived, joint, and inelastic. It outlines the characteristics of B2B buyer-seller relationships and the multi-stage purchase decision process used by businesses. It also discusses the sizes and types of businesses that are active in B2B markets.
Marketing Management
The document provides an overview of key concepts in marketing management. It defines marketing, discusses the new economy and challenges for firms, and covers core concepts like segmentation, the marketing mix, and marketing strategies. The summary explores how marketing satisfies customer needs through exchange and creates value for both customers and organizations.
Marketing management 01
Marketing management involves choosing target markets and maintaining profitable customer relationships. It is defined as the art and science of creating, delivering, and communicating superior customer value. The key aspects of marketing management are understanding customer needs and wants, developing appropriate products and services to meet those needs, determining pricing, and promoting and distributing offerings to maximize value for both customers and the organization. Marketing orientations have evolved from a production focus to a customer-centric approach centered on delivering value.
Introduction To Marketing Mm I
This document provides an introduction to key marketing concepts. It defines marketing as both a social process of exchanging products and services of value, as well as a management process of planning, pricing, promoting and distributing goods and services to create exchanges. It discusses how marketing involves understanding customer needs and wants in order to develop products and target specific market segments. Effective marketing requires understanding concepts like the marketing mix, marketing channels, competition, and adapting to changes in the marketing environment.
Marketing for the 21st Century
This presentation is about Marketing for the 21st Century, the subject of
Marketing Management. This tells us about the core values and subject matter
or in a net shell i can say that the summery of Marketing Management.
--
Best Regards,
Mohammed Naveed Haider Khawaja
E-Mail: naveedtaji@gmail.com
Blog: http://naveedtaji.blogspot.com
Profile: http://naveedtaji.hi5.com
Quote:
Expect nothing, live frugally on surprise. (Alice Walker)
Enabling government through smart procurment.
A breakdown of the challenges and opportunities in modernizing public sector procurement. Some guiding principles for best practice.
Principles of marketing
This document provides an overview of key marketing concepts including needs, wants, demand, products, exchanges, transactions, markets and marketing strategies. It discusses understanding customer needs and wants, designing a customer-driven strategy, implementing tactics through the marketing mix, and building profitable customer relationships. The goal of marketing is to create superior customer value in order to increase loyalty, market share and profits through heavy users and loyal customers while limiting costs from less profitable customers.
Fundamental Of Marketing For Orientation
The document provides an overview of fundamental marketing management concepts. It defines marketing and discusses the marketing mix (product, price, place, promotion). It explains concepts like segmentation, target markets, customer value and satisfaction. Marketing is presented as a process of understanding customer needs and delivering superior value compared to competitors. The document also distinguishes between marketing and selling orientations.
Ten slides in Ten Minutes - Thinking about Products and Solutions
The document summarizes key points about developing products and solutions that resonate with clients. It discusses defining the type of sales organization, focusing on business improvement rather than just products. It also covers becoming client-centric, articulating industry knowledge, using account management to determine mutually agreed solutions, having a product development process, establishing a business acquisition flow, deploying cost-efficient evolving solutions, avoiding forcing solutions, and pulling it all together with strategic market development and concurrent planning. The overall message is that an organization needs various processes to develop solutions that truly fit client needs and build long-term relationships.
Introductory Session on Marketing
The document discusses several trends in the new global economy including worldwide consumer needs, rapidly changing technologies, and the empowered customer. It also covers the rise of formulated and creative marketing approaches and various marketing tasks like stimulating demand for new products and revitalizing faltering demand.
Introduction To Marketing and Basic Terms
This document provides an overview of key marketing concepts. It discusses what marketing is, why it is important, and some fundamental concepts. Marketing is defined as an organizational function for creating and delivering value to customers. It involves understanding customer needs and wants in order to create superior value through products and services. Key terms are also defined, including exchange, transactions, needs, wants, demands, value, satisfaction, offerings, and branding. Different types of markets are discussed as well as different demand states that marketers must understand in order to effectively stimulate demand. The document emphasizes that marketing is both an art and a science involving understanding customers and choosing the right target markets.
More Related Content
Similar to Marketing session 2
Buyer supplier relationship
The document discusses various types of buyer-supplier relationships including transactional relationships, value-added exchanges, and collaborative/partnering relationships. It compares and contrasts transactional relationships with partnerships. Strategic alliances are defined as relationships based on mutual trust and open communication to reduce costs and improve quality. Supplier development aims to increase supplier efficiency through assistance. Effective buyer-supplier relationships require communication, trust, and a team approach. Relationship management also depends on internal team dynamics and understanding each party's goals.
Marketing intro
This document provides an overview of key concepts in marketing, including:
1. It defines marketing as managing profitable customer relationships by attracting new customers and retaining current customers through delivering satisfaction.
2. It outlines the marketing process and explains the importance of understanding customers and the marketplace using concepts like needs, wants, demands, products, value, satisfaction, exchange and relationships.
3. It discusses marketing management orientations like the production, product, selling, and marketing concepts and identifies the marketing mix of product, place, promotion, and price as elements of a customer-driven marketing strategy.
4. It describes customer relationship management and strategies for building lasting relationships like lifetime customer value and share of customer.
Designing the Customer-Focused Sales Organization
presented by Rob Bentley and Paul Reiman of Hewitt Associates at the TrueConnection 2008 Sales Performance Management Conference, hosted by Callidus Software
ch03 Customer Relationship Management.ppt
This document discusses strategies for developing effective customer relationships in business markets. It begins by explaining that developing strong relationships gives businesses a competitive advantage. It then outlines different types of buyer-seller relationships on a spectrum from transactional to collaborative. Transactional exchanges focus only on the exchange itself while collaborative relationships involve close partnerships and information sharing. Developing value-added services can move a relationship further along this spectrum. The document also discusses using customer profitability analysis and customer relationship management (CRM) programs to identify the most profitable customers and develop strategies for retaining them.
E Marketing Week12
Relationship marketing
Week 12 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.
Personal Selling Chapter 2
The document discusses different types of relationships between buyers and sellers, from transactional exchanges to strategic partnerships. It notes that partnerships require mutual trust, dependability, competence, open communication, common goals, and a commitment to mutual gain. Successful relationships also need organizational support through training, rewards, and technology. Relationships develop over time from awareness to commitment as investments are made in sharing information. Choosing the right partner depends on size, access to innovation, and managing the relationship for long-term benefit.
Defining Marketing for the Twenty-First Century
The document defines key concepts in marketing for the 21st century. It outlines the benefits of the digital revolution for consumers and firms. Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The core functions of marketing include understanding target markets and segmentation, products and brands, exchange and transactions, and developing marketing programs. Companies must understand customer needs and develop orientations focused on customer value in order to be successful in today's changing marketplace.
Marketing session 001
The document discusses several trends related to the new global economy, including worldwide consumer needs, rapidly changing technologies, the empowered customer, and new capabilities for companies. It also covers different types of marketing such as formulated marketing, creative marketing, and various marketing tasks related to managing demand levels and timing.
Unit-1.pptx
The document provides an introduction to marketing concepts. It defines marketing according to the American Marketing Association as creating and delivering value for customers and managing relationships. It discusses the evolution of marketing approaches from production-oriented to customer-oriented. It also outlines key marketing concepts like the marketing mix, exchange relationships, segmentation, and environmental analysis tools like PEST and SWOT.
B2 B Bitm
The document discusses business-to-business (B2B) markets. It defines B2B as transactions between businesses where both the buyer and seller are business entities. It describes the nature of demand in B2B markets as derived, joint, and inelastic. It outlines the characteristics of B2B buyer-seller relationships and the multi-stage purchase decision process used by businesses. It also discusses the sizes and types of businesses that are active in B2B markets.
Marketing Management
The document provides an overview of key concepts in marketing management. It defines marketing, discusses the new economy and challenges for firms, and covers core concepts like segmentation, the marketing mix, and marketing strategies. The summary explores how marketing satisfies customer needs through exchange and creates value for both customers and organizations.
Marketing management 01
Marketing management involves choosing target markets and maintaining profitable customer relationships. It is defined as the art and science of creating, delivering, and communicating superior customer value. The key aspects of marketing management are understanding customer needs and wants, developing appropriate products and services to meet those needs, determining pricing, and promoting and distributing offerings to maximize value for both customers and the organization. Marketing orientations have evolved from a production focus to a customer-centric approach centered on delivering value.
Introduction To Marketing Mm I
This document provides an introduction to key marketing concepts. It defines marketing as both a social process of exchanging products and services of value, as well as a management process of planning, pricing, promoting and distributing goods and services to create exchanges. It discusses how marketing involves understanding customer needs and wants in order to develop products and target specific market segments. Effective marketing requires understanding concepts like the marketing mix, marketing channels, competition, and adapting to changes in the marketing environment.
Marketing for the 21st Century
This presentation is about Marketing for the 21st Century, the subject of
Marketing Management. This tells us about the core values and subject matter
or in a net shell i can say that the summery of Marketing Management.
--
Best Regards,
Mohammed Naveed Haider Khawaja
E-Mail: naveedtaji@gmail.com
Blog: http://naveedtaji.blogspot.com
Profile: http://naveedtaji.hi5.com
Quote:
Expect nothing, live frugally on surprise. (Alice Walker)
Enabling government through smart procurment.
A breakdown of the challenges and opportunities in modernizing public sector procurement. Some guiding principles for best practice.
Principles of marketing
This document provides an overview of key marketing concepts including needs, wants, demand, products, exchanges, transactions, markets and marketing strategies. It discusses understanding customer needs and wants, designing a customer-driven strategy, implementing tactics through the marketing mix, and building profitable customer relationships. The goal of marketing is to create superior customer value in order to increase loyalty, market share and profits through heavy users and loyal customers while limiting costs from less profitable customers.
Fundamental Of Marketing For Orientation
The document provides an overview of fundamental marketing management concepts. It defines marketing and discusses the marketing mix (product, price, place, promotion). It explains concepts like segmentation, target markets, customer value and satisfaction. Marketing is presented as a process of understanding customer needs and delivering superior value compared to competitors. The document also distinguishes between marketing and selling orientations.
Ten slides in Ten Minutes - Thinking about Products and Solutions
The document summarizes key points about developing products and solutions that resonate with clients. It discusses defining the type of sales organization, focusing on business improvement rather than just products. It also covers becoming client-centric, articulating industry knowledge, using account management to determine mutually agreed solutions, having a product development process, establishing a business acquisition flow, deploying cost-efficient evolving solutions, avoiding forcing solutions, and pulling it all together with strategic market development and concurrent planning. The overall message is that an organization needs various processes to develop solutions that truly fit client needs and build long-term relationships.
Introductory Session on Marketing
The document discusses several trends in the new global economy including worldwide consumer needs, rapidly changing technologies, and the empowered customer. It also covers the rise of formulated and creative marketing approaches and various marketing tasks like stimulating demand for new products and revitalizing faltering demand.
Introduction To Marketing and Basic Terms
This document provides an overview of key marketing concepts. It discusses what marketing is, why it is important, and some fundamental concepts. Marketing is defined as an organizational function for creating and delivering value to customers. It involves understanding customer needs and wants in order to create superior value through products and services. Key terms are also defined, including exchange, transactions, needs, wants, demands, value, satisfaction, offerings, and branding. Different types of markets are discussed as well as different demand states that marketers must understand in order to effectively stimulate demand. The document emphasizes that marketing is both an art and a science involving understanding customers and choosing the right target markets.
Similar to Marketing session 2 (20)
Ten slides in Ten Minutes - Thinking about Products and Solutions
Ten slides in Ten Minutes - Thinking about Products and Solutions
Marketing session 2
- 29. Stages of the Exchange Process Offer from Marketer to prospect Analysis of others’ needs Counteroffer from Prospect to marketer Exchange Successful Exchange Unsuccessful If there is agreement on T & C If there is no agreement on T & C