This document discusses key concepts in service marketing. It begins by defining marketing and explaining its importance. It then outlines the evolution of marketing approaches from a product orientation to a market orientation and service dominant logic. The document also discusses marketing goals of customer satisfaction, stimulating exchanges, and branding. It introduces the GAP model and requirements of service marketing using the 4Ps and co-creation. Finally, it presents an integrated service marketing model outlining the marketing and buying processes.
Marketing consists of activities designed to generate exchanges to satisfy human or organizational needs. The evolution of marketing has progressed from a product-orientation to a market-orientation and now emphasizes customer needs and service dominant logic. The goals of marketing are customer satisfaction, stimulation of exchanges and retention, and branding. Service marketing requires closing gaps between expectations and quality using marketing mix instruments while co-creating with customers. Information management is crucial across the integrated service marketing process.
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
This document appears to be a resume or CV for Sandra Eisenberg. It includes details about her work experience including roles in marketing, product management, sales, and as a marketing consultant. It lists companies and organizations she has worked with including Microsoft, Citrix, Avaya, TechData, NCR, and Teradata. The document spans 15 pages and includes sections about her background, experience, education, and references.
Product Marketing: A Critical Role in the Marketing Value ChainTodd Ebert
How to align technical product management with product marketing and integrated marketing for maximum effectiveness. A framework from my 20+ years in B2B marketing at leading technology companies.
Marketing Assistance Services is a full-service marketing agency established in 1985 that provides comprehensive marketing services including strategic planning, creative design, web design, and target marketing. They offer individually customized marketing solutions tailored to each client's unique needs across various industries such as banking, insurance, retail, and education. Their extensive experience and tailored approach helps clients efficiently achieve their marketing goals and compete successfully in their markets.
The document provides an overview of the MKTG 1 Principles of Marketing course taught by Roxanne Tan. It includes:
- An introduction to the course description, objectives, and grading system.
- Definitions of marketing from various experts that focus on satisfying customer needs through exchange.
- Explanations of the 3 components of marketing: sales, market share, and profit.
- Descriptions of the 4Ps and 4Us frameworks for increasing sales volume.
- Discussions of different marketing philosophies like production, product, selling, and marketing concepts.
- An overview of marketing challenges today and key trends/forces shaping the new marketing landscape.
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
The document provides an overview of marketing concepts including:
1. The marketing concept holds that companies should focus on determining customer needs and delivering superior value compared to competitors.
2. Marketing involves creating, communicating, delivering and exchanging offerings with customers to achieve organizational goals.
3. Core marketing concepts include understanding customer needs/wants, segmentation, products/services, value, exchange, relationships and environmental factors.
Marketing consists of activities designed to generate exchanges to satisfy human or organizational needs. The evolution of marketing has progressed from a product-orientation to a market-orientation and now emphasizes customer needs and service dominant logic. The goals of marketing are customer satisfaction, stimulation of exchanges and retention, and branding. Service marketing requires closing gaps between expectations and quality using marketing mix instruments while co-creating with customers. Information management is crucial across the integrated service marketing process.
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
This document appears to be a resume or CV for Sandra Eisenberg. It includes details about her work experience including roles in marketing, product management, sales, and as a marketing consultant. It lists companies and organizations she has worked with including Microsoft, Citrix, Avaya, TechData, NCR, and Teradata. The document spans 15 pages and includes sections about her background, experience, education, and references.
Product Marketing: A Critical Role in the Marketing Value ChainTodd Ebert
How to align technical product management with product marketing and integrated marketing for maximum effectiveness. A framework from my 20+ years in B2B marketing at leading technology companies.
Marketing Assistance Services is a full-service marketing agency established in 1985 that provides comprehensive marketing services including strategic planning, creative design, web design, and target marketing. They offer individually customized marketing solutions tailored to each client's unique needs across various industries such as banking, insurance, retail, and education. Their extensive experience and tailored approach helps clients efficiently achieve their marketing goals and compete successfully in their markets.
The document provides an overview of the MKTG 1 Principles of Marketing course taught by Roxanne Tan. It includes:
- An introduction to the course description, objectives, and grading system.
- Definitions of marketing from various experts that focus on satisfying customer needs through exchange.
- Explanations of the 3 components of marketing: sales, market share, and profit.
- Descriptions of the 4Ps and 4Us frameworks for increasing sales volume.
- Discussions of different marketing philosophies like production, product, selling, and marketing concepts.
- An overview of marketing challenges today and key trends/forces shaping the new marketing landscape.
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
The document provides an overview of marketing concepts including:
1. The marketing concept holds that companies should focus on determining customer needs and delivering superior value compared to competitors.
2. Marketing involves creating, communicating, delivering and exchanging offerings with customers to achieve organizational goals.
3. Core marketing concepts include understanding customer needs/wants, segmentation, products/services, value, exchange, relationships and environmental factors.
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channel
Channel Development
Channel Adaptation
Channel Decisions
Marketing of Industrial Product also called:(B2B)
Definition
Differences Between B2B and B2C
• Products/Services being marketed
• Nature of demand
• How the customer buys
• Communication process
• Economic/Financial factors
• Relationship Marketing
Marketing of Services
What is a service?
Difference between goods and services
Intangibility Inseparability, Heterogeneity and Perishability
Services -
Business Services, Health Services, Professional Services and
Hospitality Services
• The role of marketing in a service firm
Sales and Field Force Management
• Sales Management defined
• Task and goals of the sales
• Sales Management Model
• Sales Management Trends
• Transaction Selling vs Relationship Selling
• Recruiting and Managing the field team
• Time and Territory Management
Personal Selling
The most important promotional tool in B2B marketing
Transaction/relationship is often too complex to consummate without personal interaction between marketer and buyer.
Boundary Spanner
Customers are sophisticated and you need a long-term relationship to be successful.
B2B sales cost more than B2C selling
This document discusses the changing nature of marketing from mass targeting to individual relationships. It notes that marketing is evolving from interruptive tools to those that engage. It provides examples of how a marketer's job has changed from 2000 to 2009, moving from maintaining websites and measuring metrics to creating content, publishing on blogs and social networks. The document recommends various marketing thought leaders and resources to stay informed and concludes that trust is essential in marketing without it, marketers have nothing.
This 3 credit, 33 session course on Industrial Marketing is taught by Manish Parihar. The purpose is to understand concepts of business-to-business marketing and differences from consumer marketing. Students will learn organizational buying processes and latest online B2B marketing trends. The course covers fundamentals of industrial marketing, business buying behaviors, product strategies, pricing, distribution channels, strategic planning, and industrial marketing using online media.
The document discusses creating a marketing plan, including analyzing the market environment, defining marketing strategies and objectives, and developing tactical plans for the marketing mix, distribution, trade marketing, internal marketing, and front-end relationships to implement the overall marketing strategy. It also addresses potential issues that could arise in enforcing the marketing plan and opposition to formal planning.
Various marketing charts (such as marketing triangles, the marketing face according to Kühn, simple marketing models, situation analyses) and other illustrations, charts and diagrams on the areas of marketing strategies, marketing concepts, competition analyses and market field strategies.
The document discusses the shift from traditional transactional marketing to relationship marketing. Relationship marketing focuses on establishing long-term relationships with customers rather than one-time transactions. It also discusses the concepts of customer relationship management (CRM) which aims to understand customer needs in order to better manage relationships. CRM systems integrate customer data to provide personalized customer service and maximize long-term customer lifetime value.
This document discusses concepts related to marketing. It defines marketing as a planned process to understand and plan markets, involving analyzing markets and acquiring satisfied customers. The purpose of marketing is to identify optimal customers and efficiently direct company resources to maximizing their long-term satisfaction. Marketing functions within a company are typically subordinate to the general management or commercial director. Strategic marketing involves analyzing the market, competitors, and company positioning to inform the company's strategic plan, while operational marketing defines specific policies around products, pricing, placement, and promotion. Effective segmentation involves dividing the market into homogeneous subgroups.
This document discusses key aspects of business-to-business (B2B) marketing and industrial marketing. It covers differences between industrial and consumer markets, types of industrial customers and products purchased, classifications of industrial products, and strategies for various industrial buying situations and phases. It also discusses potential conflicts that can arise between marketing and engineering departments in organizations.
The document discusses various concepts and frameworks related to strategic marketing and market planning. It covers topics such as Ansoff's product-market expansion grid, the McKinsey 7-S framework, factors that influence marketing strategy, the traditional and value-based processes of delivering products to customers, components of a marketing plan, and considerations for product design, pricing, market segmentation, customer follow-up, and conducting opportunity and competitive analyses.
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
This document provides information about sponsors and logistics for the ProductCampBoston 2011 event. It lists Platinum, Gold, and Silver sponsors. It also provides information about connecting on social media platforms related to the event and using the event WiFi network. The document promotes additional sponsors and upcoming related events.
This document discusses key concepts in technology marketing. It identifies 7 building blocks of technology marketing: corporate image, positioning, product, price, place, promotion, and marketing information mix. It then discusses factors that influence market-driven strategies such as demographic trends, technology environment, suppliers, price, and competitors. Finally, it outlines different technology marketing roles in a company including customer marketing, product engineering, and sales. The document provides an overview of developing marketing strategies for technology products and services.
This document is a chapter summary for a marketing fundamentals course on retailing. It defines retailing and retailers, and classifies retail operations by ownership, level of service, and product assortment. It describes major store retailer types like supermarkets, department stores, and drugstores. It also discusses non-store retailing methods like vending machines, direct marketing, and electronic retailing. The document outlines franchising models and explains retail marketing strategy and the retailing mix. It concludes with trends in retailing and considerations for the future of retailing.
This document provides an overview of key topics in marketing fundamentals covered in Chapter 1, including definitions of marketing, understanding customer needs and the marketplace, marketing management orientations, and the differences between sales and market orientation. The chapter introduces concepts such as the marketing process and major trends that help define modern marketing.
This 3-credit, 33-session course on Brand Management aims to provide students with a fundamental understanding of building, measuring, and managing brands. It will cover topics such as defining what a brand is, measuring brand equity, developing brand positioning strategies, implementing marketing programs to build brand equity, measuring brand performance, and enhancing brand equity for sustainability. Course deliverables include understanding the fundamentals and contemporary issues of brand management, and how marketing activities increase brand equity.
The document provides an overview of marketing concepts as they relate to the property market. It defines key marketing terms like marketing, market, marketing process, and the 4 P's of marketing. It also discusses developing a marketing plan and marketing strategies like market segmentation, targeting, and positioning. The document aims to equip students with knowledge of marketing principles and their application in real estate agencies and property development.
This document discusses how telecom companies can use business intelligence to boost sales. It outlines that business intelligence plays a large role in helping telecom providers make profits by analyzing large amounts of customer data. It then provides three key ways telecom companies can leverage business intelligence: 1) providing strong marketing support through customer profiling and targeted advertising, 2) analyzing sales data to inform strategic decisions, and 3) building customer retention models to reduce churn and increase loyalty.
Redundant Internet service provision - customer viewpointKae Hsu
The document discusses redundant internet service provision from the customer's viewpoint. It covers the requirement for redundancy, different types including backup, load-sharing and multihoming. It also discusses the challenges for service providers in providing redundant services, such as needing new equipment and routing architectures. Solutions for customers are explored, as well as other issues like MPLS VPNs. The next challenges in the area are also noted.
Integrated service marketing communication with exampleRadhika Venkat
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
Describes how the different parts of the Marketing roles and functions serve a company and names what leaders must expect from each part of the whole. Talk originally done for a High-Tech Seminar course at Santa Clara Uinversity MBA program.
Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channel
Channel Development
Channel Adaptation
Channel Decisions
Marketing of Industrial Product also called:(B2B)
Definition
Differences Between B2B and B2C
• Products/Services being marketed
• Nature of demand
• How the customer buys
• Communication process
• Economic/Financial factors
• Relationship Marketing
Marketing of Services
What is a service?
Difference between goods and services
Intangibility Inseparability, Heterogeneity and Perishability
Services -
Business Services, Health Services, Professional Services and
Hospitality Services
• The role of marketing in a service firm
Sales and Field Force Management
• Sales Management defined
• Task and goals of the sales
• Sales Management Model
• Sales Management Trends
• Transaction Selling vs Relationship Selling
• Recruiting and Managing the field team
• Time and Territory Management
Personal Selling
The most important promotional tool in B2B marketing
Transaction/relationship is often too complex to consummate without personal interaction between marketer and buyer.
Boundary Spanner
Customers are sophisticated and you need a long-term relationship to be successful.
B2B sales cost more than B2C selling
This document discusses the changing nature of marketing from mass targeting to individual relationships. It notes that marketing is evolving from interruptive tools to those that engage. It provides examples of how a marketer's job has changed from 2000 to 2009, moving from maintaining websites and measuring metrics to creating content, publishing on blogs and social networks. The document recommends various marketing thought leaders and resources to stay informed and concludes that trust is essential in marketing without it, marketers have nothing.
This 3 credit, 33 session course on Industrial Marketing is taught by Manish Parihar. The purpose is to understand concepts of business-to-business marketing and differences from consumer marketing. Students will learn organizational buying processes and latest online B2B marketing trends. The course covers fundamentals of industrial marketing, business buying behaviors, product strategies, pricing, distribution channels, strategic planning, and industrial marketing using online media.
The document discusses creating a marketing plan, including analyzing the market environment, defining marketing strategies and objectives, and developing tactical plans for the marketing mix, distribution, trade marketing, internal marketing, and front-end relationships to implement the overall marketing strategy. It also addresses potential issues that could arise in enforcing the marketing plan and opposition to formal planning.
Various marketing charts (such as marketing triangles, the marketing face according to Kühn, simple marketing models, situation analyses) and other illustrations, charts and diagrams on the areas of marketing strategies, marketing concepts, competition analyses and market field strategies.
The document discusses the shift from traditional transactional marketing to relationship marketing. Relationship marketing focuses on establishing long-term relationships with customers rather than one-time transactions. It also discusses the concepts of customer relationship management (CRM) which aims to understand customer needs in order to better manage relationships. CRM systems integrate customer data to provide personalized customer service and maximize long-term customer lifetime value.
This document discusses concepts related to marketing. It defines marketing as a planned process to understand and plan markets, involving analyzing markets and acquiring satisfied customers. The purpose of marketing is to identify optimal customers and efficiently direct company resources to maximizing their long-term satisfaction. Marketing functions within a company are typically subordinate to the general management or commercial director. Strategic marketing involves analyzing the market, competitors, and company positioning to inform the company's strategic plan, while operational marketing defines specific policies around products, pricing, placement, and promotion. Effective segmentation involves dividing the market into homogeneous subgroups.
This document discusses key aspects of business-to-business (B2B) marketing and industrial marketing. It covers differences between industrial and consumer markets, types of industrial customers and products purchased, classifications of industrial products, and strategies for various industrial buying situations and phases. It also discusses potential conflicts that can arise between marketing and engineering departments in organizations.
The document discusses various concepts and frameworks related to strategic marketing and market planning. It covers topics such as Ansoff's product-market expansion grid, the McKinsey 7-S framework, factors that influence marketing strategy, the traditional and value-based processes of delivering products to customers, components of a marketing plan, and considerations for product design, pricing, market segmentation, customer follow-up, and conducting opportunity and competitive analyses.
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
This document provides information about sponsors and logistics for the ProductCampBoston 2011 event. It lists Platinum, Gold, and Silver sponsors. It also provides information about connecting on social media platforms related to the event and using the event WiFi network. The document promotes additional sponsors and upcoming related events.
This document discusses key concepts in technology marketing. It identifies 7 building blocks of technology marketing: corporate image, positioning, product, price, place, promotion, and marketing information mix. It then discusses factors that influence market-driven strategies such as demographic trends, technology environment, suppliers, price, and competitors. Finally, it outlines different technology marketing roles in a company including customer marketing, product engineering, and sales. The document provides an overview of developing marketing strategies for technology products and services.
This document is a chapter summary for a marketing fundamentals course on retailing. It defines retailing and retailers, and classifies retail operations by ownership, level of service, and product assortment. It describes major store retailer types like supermarkets, department stores, and drugstores. It also discusses non-store retailing methods like vending machines, direct marketing, and electronic retailing. The document outlines franchising models and explains retail marketing strategy and the retailing mix. It concludes with trends in retailing and considerations for the future of retailing.
This document provides an overview of key topics in marketing fundamentals covered in Chapter 1, including definitions of marketing, understanding customer needs and the marketplace, marketing management orientations, and the differences between sales and market orientation. The chapter introduces concepts such as the marketing process and major trends that help define modern marketing.
This 3-credit, 33-session course on Brand Management aims to provide students with a fundamental understanding of building, measuring, and managing brands. It will cover topics such as defining what a brand is, measuring brand equity, developing brand positioning strategies, implementing marketing programs to build brand equity, measuring brand performance, and enhancing brand equity for sustainability. Course deliverables include understanding the fundamentals and contemporary issues of brand management, and how marketing activities increase brand equity.
The document provides an overview of marketing concepts as they relate to the property market. It defines key marketing terms like marketing, market, marketing process, and the 4 P's of marketing. It also discusses developing a marketing plan and marketing strategies like market segmentation, targeting, and positioning. The document aims to equip students with knowledge of marketing principles and their application in real estate agencies and property development.
This document discusses how telecom companies can use business intelligence to boost sales. It outlines that business intelligence plays a large role in helping telecom providers make profits by analyzing large amounts of customer data. It then provides three key ways telecom companies can leverage business intelligence: 1) providing strong marketing support through customer profiling and targeted advertising, 2) analyzing sales data to inform strategic decisions, and 3) building customer retention models to reduce churn and increase loyalty.
Redundant Internet service provision - customer viewpointKae Hsu
The document discusses redundant internet service provision from the customer's viewpoint. It covers the requirement for redundancy, different types including backup, load-sharing and multihoming. It also discusses the challenges for service providers in providing redundant services, such as needing new equipment and routing architectures. Solutions for customers are explored, as well as other issues like MPLS VPNs. The next challenges in the area are also noted.
Integrated service marketing communication with exampleRadhika Venkat
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
Integrated service marketing communicationAbhishek Dutta
This document discusses integrated service marketing communications. It outlines the role of marketing communications in services and challenges in communicating intangible services. It discusses planning marketing communications using the 5Ws model and targeting audiences. The marketing communications mix includes advertising, public relations, direct marketing, sales promotion, personal selling, trade shows, websites, and service delivery channels. It also discusses the role of word-of-mouth, blogs, media coverage, and ethical issues. Finally, it discusses the role of corporate design and integrating marketing communications.
e-Marketing principles. Strategic look at Internet marketing: a look at open collaborative innovation and role of social media integration. For more please visit http:gotastrategy.typepad.com
Online marketing involves promoting products and services over the Internet. It includes various digital marketing channels like email, search engine marketing, display ads, social media, and more. Effective online marketing requires building an email list, writing great content, using social media to drive people to the website, and optimizing paid search ads. Measurement of online marketing efforts is also important.
The document discusses e-commerce business models, outlining seven unique features that define an e-business model including value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, and organizational development. It then describes the multistage model for e-commerce consisting of search and identification, selection and negotiation, purchasing electronically, product delivery, and after-sales service. Finally, it lists some major business-to-consumer and business-to-business e-commerce business models.
This document discusses various e-commerce business models. It begins by defining key elements of a business model, including value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team. It then examines several business-to-consumer and business-to-business models like e-tailers, marketplaces, exchanges, and industrial networks. It also briefly mentions consumer-to-consumer, peer-to-peer, and mobile commerce models. The document aims to categorize e-commerce business models and analyze their common components.
The document discusses different types of e-commerce:
- B2B e-commerce accounts for about 80% of all e-commerce and is the fastest growing segment. It involves transactions between businesses.
- B2C e-commerce involves transactions between businesses and consumers through online retail stores. It was an early form of e-commerce.
- B2G e-commerce is commerce between businesses and the public sector, such as through government procurement websites. However, it is a small part of the overall e-commerce market.
- C2C e-commerce allows transactions between individuals, such as through online auctions, file sharing, and classified listings. It has potential to create new markets.
The document discusses various business models used in B2C e-commerce. It defines key terms like business model and e-commerce business model. It also describes different types of business models like portals, e-tailers, content providers, service providers, transaction brokers, community providers, and market creators. Each model is explained with examples. The document also discusses capabilities of B2C models like instant communication, global reach, reduced costs, and increased efficiency.
Art is a creative expression that stimulates the senses or imagination according to Felicity Hampel. Picasso believed that every child is an artist but growing up can stop that creativity. Aristotle defined art as anything requiring a maker and not being able to create itself.
This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.
This document discusses strategic marketing planning. It begins with definitions of marketing and outlines the key elements of world class marketing. It then discusses tasks involved in producing a strategic marketing plan, including conducting an audit, setting objectives and strategies, and techniques used in the planning process like gap analysis, Boston matrix, and Ansoff matrix. The document emphasizes the importance of a marketing plan having a clear summary of key market trends, target segments and how the organization will create superior value for customers.
The document discusses marketing orientation and customer orientation. It defines marketing as activities designed to generate exchange to satisfy human needs. The key aspects of customer orientation are being obsessed with customers and their unfulfilled needs, monitoring needs continuously through research, and ensuring marketing expenditures are an investment. The goal of customer orientation is profitability through customer satisfaction.
Marketing management involves applying marketing techniques and managing a firm's marketing resources and activities. The document discusses key marketing concepts like the marketing mix of product, price, place, and promotion. It explains the difference between sales and marketing, the scope of what can be marketed, and core marketing concepts like identifying customer needs and managing relationships in markets. The marketing process and external factors that influence marketing are described. Traditional and expanded views of the marketing mix are also presented, along with insightful quotes about marketing.
Learn more at www.wdcep.com/business-in-dc/marketing-your-business/
Doing Business 2.0 is an education seminar that features content from the WDCEP's Doing Business in DC publication.
This document discusses strategic marketing and becoming a market-driven organization. It emphasizes understanding customers, competitors, and markets to develop a strategy. A strategy is defined as objectives, resource deployment, and interactions with the environment. It discusses becoming customer-focused, acquiring market information, and delivering superior customer value through capabilities like new product development. The goal is to continuously create value that meets customer needs better than competitors.
CMO Axis is an outsourced marketing services company that was founded in 2008. It aims to provide measurable and cost-effective marketing solutions through process-driven delivery models. CMO Axis has four key business units that provide services such as managing marketing programs, integrated sales and marketing support, outsourced CMO offices, and a virtual marketing engine. It focuses on serving both large enterprises and SMBs through customized solutions and standardized offerings.
Digital Marketing Strategic Planning WorkshopDigi Mark
5th ITI Digital Marketing Day
By: Mohab Ayman
#DMDay5
Digital Marketing Strategy is:
Definition of the approach by which applying digital technology
platforms to integrate with the other Marketing activities and support the overall Business Objectives.
The document discusses key concepts in marketing including defining marketing, its scope and importance for companies. It covers different philosophies guiding marketing efforts like production, product and selling concepts versus the marketing concept of customer orientation. It also discusses fundamental concepts like customer needs, wants and demands, marketing mix, competition and the marketing environment. Finally, it outlines trends in marketing management like organizing by customer segments and focusing on customer lifetime value over individual transactions.
The document discusses several topics related to marketing and business including:
1. The four focuses of running a business: financially driven, product driven, sales driven, and market driven.
2. Five steps to marketing: attraction, value, uniqueness, authority, and relationship.
3. The objectives of marketing which are to get the right product promoted in the right way, sold at the right price, distributed at the right place profitably.
4. Examples of e-marketing techniques like affiliate programs, search engine optimization, email campaigns, and mobile phone marketing.
Integrate provides B2B marketing solutions including strategy development, implementation, and optimization. Their services include custom campaign offerings with flexible pricing models and targeting, as well as analytical tools and real-time reporting for tracking performance. Integrate aims to streamline the media buying process and facilitate effective cross-channel strategies through their centralized platform and dedicated support.
This document provides an introduction to marketing concepts and the marketing of services. It defines marketing as a total system of business activities designed to plan, price, promote and distribute want-satisfying goods and services. Key aspects of services marketing are discussed, including the intangible, inseparable, and heterogeneous nature of services. Challenges of services marketing are outlined. The marketing mix and services marketing triangle are introduced as frameworks for addressing these challenges. Specific considerations for bank marketing are also reviewed.
Marketing strategy is different from marketing tactics. You have to know where you want to go and you have to know what it looks like when you get there. Market research and analysis plays a vital roll in marketing strategy. The information collected aids in making the correct product, competitive, and pricing decisions while minimizing your risk of expensive incorrect decisions.
GfK is Germany's largest and the world's fourth largest market research firm with over 10,000 employees working across more than 100 countries. It delivers services in major consumer, pharmaceutical, media and service sectors. GfK's divisions include Consumer Research, Social Research, and specialized research centers. The company works with clients like Deutsche Telekom, BMW, and Johnson & Johnson utilizing over 50 tools and instruments to provide custom research, retail analysis, media measurement, and other integrated intelligence services.
When researchers come to the Technology Transfer Office with a brilliant idea, it is often not clear what the commercialization possibilities are. The idea is often very technical in nature, making it difficult to align in with potential commercialization options. Therefore, it is important for Technology Transfer Officers to assess the commercialization opportunities of these technologies. They can decide to perform market research themselves or to rather rely on marketing agencies such as BEM in France. However, in case the market is still emerging, it might be more useful to test the technology and its potential applications in a living lab.
www.FITT-for-Innovation.eu
When researchers come to the Technology Transfer Office with a brilliant idea, it is often not clear what the commercialization possibilities are. The idea is often very technical in nature, making it difficult to align in with potential commercialization options. Therefore, it is important for Technology Transfer Officers to assess the commercialization opportunities of these technologies. They can decide to perform market research themselves or to rather rely on marketing agencies such as BEM in France. However, in case the market is still emerging, it might be more useful to test the technology and its potential applications in a living lab.
www.FITT-for-Innovation.eu
The document discusses marketing concepts and the marketing mix. It defines marketing concepts as the philosophies adopted by companies to market their products. It then outlines traditional concepts like the exchange concept versus modern concepts like the marketing concept. The marketing mix is introduced as the combination of product, price, place, and promotion strategies used to satisfy the target market. The roles of each element are defined, along with other factors like packaging, people, and politics. The document provides details on how the marketing mix elements can be blended to meet customer needs.
Chapter 5 managing marketing for mice industryPavit Tansakul
This chapter discusses marketing issues relevant to the MICE industry in Thailand. It outlines the current competitive environment and examines the key stakeholders in the industry, their customers, and the marketing distribution system. The chapter explores concepts like market segmentation, product positioning, differentiation, and the marketing mix as applied to MICE service providers. It also covers relationship marketing and how technology is impacting the industry.
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
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2. Marketing Basics
What is Marketing???
Think about organizations/companies (Google,
Trader Joe’s, The San Jose Chamber of
Commerce, World Wildlife Fund, …) as well as
individuals (politicians, professional athletes, …)
They all do marketing! How and why?
3. Marketing Basics
Marketing consists of activities designed to
generate and facilitate exchanges intended to
satisfy human or organizational needs or wants.
4. Marketing Basics
Importance of Marketing:
Personally - in daily life, in career aspirations, in better
informed consumer purchases
Organizationally - only marketing directly produces
revenue; marketing success depends on customer
satisfaction
Domestically - employment and costs, creation of utility
Globally - closed, national markets no longer exist and
companies compete in markets worldwide
5. Marketing Basics
Evolution of Marketing:
Product-orientation Stage “make all you can”
1. Demand exceeds available supply.
2. All that is made can be sold.
3. Focus is on engineering and generating output, not the customer.
4. Epitomized between late 1800s and early 1930s.
“The American public can have any color car it wants so long as it’s black.”
Henry Ford, referring to the Model T.
Sales-orientation Stage “sell all you make”
1. Supply frequently exceeds demand.
2. Focus is on promotion and pricing; objective is to sell all the inventory.
3. Hard-sell techniques create stereotype of pushy, annoying salesperson.
4. Epitomized between early 1930s and 1950s.
6. Marketing Basics
Evolution of Marketing:
“make what you can
Market-orientation Stage sell”
1. Variety in markets, variety in products.
2. Employs full marketing mix.
3. Focus is on customer needs and satisfaction; profitability over volume.
4. Most typical current orientation.
“make it together
with the customer”
Service Dominant Logic
1. Service industries gain more and more importance
2. Ideas generated in the service field spread to other sectors (like industrial
marketing, marketing for consumer goods, …)
3. “Intangible product features”
7. Marketing Goals
There are three main objectives that are followed by
the marketing discipline:
• Customer satisfaction and (service) quality
• Stimulation of market exchanges and
customer retention
• Branding of services, products, and companies
9. Marketing Goals
2. Stimulation of market exchanges and customer
retention
- Customer satisfaction is a main determinant for
stable and voluntary buying relationships
- Compliance management plays an important role in
retaining customers
- Stimulation of market exchanges and customer
retention is supported by a strong
service/product/company brand
10. Marketing Goals
3. Branding of services, products, and companies
Brand contacts
by Gronroos (2000), p.288
11. The GAP Model
Causes of Gaps
Promoted
Expectation Inflated Expectation
G4 Communication
Real Expectation
Management’s G1 Marketing
Service Perceived
Quality Customer
Expectation G2 Design
Service
Design Spec.
G3 Conformance
Service
Service Received
Delivered
Service Provider’s Customer’s
Assessment Assessment
12. Requirements of a Service Marketing approach
- Closing the “Gaps” (and thereby achieving customer satisfaction,
retention, and brand building) with the help of the marketing
instruments
- The “classic” marketing concept consists of 4 instruments (“4Ps”):
- Product
- Price
- Promotion (also communication)
- Place (also distribution)
- Due to the specialties of services (intangibility, inseparability,
heterogeneity, perishability) some speak of the 5P-approach by
adding a 5th instrument: “People”
13. Co-Creation
- One of the (if not THE) essential advantage(s) of service
management and service marketing is that service development in
most of the cases requires the participation of both the supplying
company and the customer
- Thus, services are “co-created”
- Impact on the marketing goals:
- Easier to anticipate and to react to customer expectations
stimulation of market exchanges and customer retention
- Direct contact with employees of the service provider impacts
the customer’s brand building process
- However, co-creation depends on the abilities of the customer
and the provider to express, anticipate, and react to the needs of
the counterpart!
14. The Integrated Service Marketing Model
Level of
Information Initial Market Research
Idea generation
Market
Initial market information
research
Service expectations
Buying decision
Integration into the
service production
process
quality perception/
(dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
15. The Integrated Service Marketing Model
Initial Market Research
- Capturing market trends, market sizes, market
potentials
- What do customers expect?
- Market research can be performed in a formal
way (e.g. standardized questionnaires, telephone
interviews, …) or informally (checking
competitors’ websites, ask experts, visit trade
shows, …)
- Design of marketing instruments relies on
adequate market and customer information
16. The Integrated Service Marketing Model
Level of
Information Strategic Service Definition
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Buying decision
Integration into the
service production
process
quality perception/
(dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
17. The Integrated Service Marketing Model
Strategic Service Definition
- Dominated by product, price, and distribution decisions
- Product: service design including the service environment
(service encounter), service components, service production
process (including communication)
- Price: setting prices on the basis of costs, competitor prices,
and demand; price segmentation as major pricing tool (also:
Yield Management)
- Distribution: importance of the service location varies
(where do customers and producers meet?),
services cannot be distributed like products
- The service definition impacts expectations and
perceptions of consumers!
18. The Integrated Service Marketing Model
Level of
Information Initial Service Communication
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Initial service
communication
Buying decision
Integration into the
service production
process
quality perception/
(dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
19. The Integrated Service Marketing Model
Initial Service Communication
- Raising awareness and “convincing customers”
- Typical instruments are:
- TV commercials
- Advertisements in newspapers, magazines (also billboards)
- Direct marketing
- Events (incl. trade shows)
- Sponsoring
- Sales promotions
- Online marketing
- Public relations
- Word-of-mouth
- Instruments have to be adjusted to each other!
- Initial service communication has a huge
impact on consumer expectations!
20. The Integrated Service Marketing Model
Level of
Information
Service Production
(Co-Creation)
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Initial service
communication
Buying decision
Integration into the
Service production service production
process
quality perception/
(dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
21. The Integrated Service Marketing Model
Service Production (Co-Creation)
- Mainly impacted by the service encounter and
interpersonal communications
- Service performing employees often have a huge influence
on the customer’s service perception
- It is not only important to communicate the service to
consumers (external communication) but also within the
organization (internal communication) - the latter is also
called “internal marketing”
- Important to balance employee behavior with initial
communication instruments (“integrated marketing
communication”)
22. The Integrated Service Marketing Model
Level of
Information After Sales Support
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Initial service
communication
Buying decision
Integration into the
Service production service production
process
quality perception/
After sales support (dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
23. The Integrated Service Marketing Model
After Sales Support
- Communicative instruments to ensure customer
satisfaction and to stimulate customer retention
- Ensure that customer perceptions have at least
met their expectations
- Otherwise: compliance management
24. The Integrated Service Marketing Model
Marketing implementation
Level of
Information Marketing Implementation
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Initial service
communication
Buying decision
Integration into the
Service production service production
process
quality perception/
After sales support (dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
25. The Integrated Service Marketing Model
Marketing Implementation
- Information management plays a crucial role in service
marketing
- Information is not only gathered during initial market
research but also during the whole service (marketing)
process
- Also, information can be spread not only during the initial
communication phase but also (and especially) during the
service production process
- Important to ensure an effective information flow within the
company
26. The Integrated Service Marketing Model
Marketing implementation
Level of
Information Information gathering
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Initial service
communication
Buying decision
Integration into the
Service production service production
process
quality perception/
After sales support (dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
27. The Integrated Service Marketing Model
Marketing implementation
Level of
Information Information transfer
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Initial service
communication
Buying decision
Integration into the
Service production service production
process
quality perception/
After sales support (dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
28. The Integrated Service Marketing Model
Marketing implementation
Level of
Information Internal information processing
Idea generation
Market
Initial market information
research
Service expectations
Strategic service
definition
Initial service
communication
Buying decision
Integration into the
Service production service production
process
quality perception/
After sales support (dis-) satisfaction
Marketing process of service Buying process of the customer (to
companies be influenced by the service firm)
29. Conclusion
- Coordination of all marketing instruments
- Achievement of marketing goals:
- Service marketing offers several opportunities to balance
customer expectations with customer perceptions
- Customer satisfaction (service quality) is a main factor
that impacts customer retention
- Continuous and constant service quality accompanied by
continuous, constant, and balanced communication
efforts lead to the development of a strong brand image
- Growing impact of service marketing on the whole marketing
field
30. Case Study Questions
1. Evaluate the Zipcar venture. What are the strengths, opportunities,
weaknesses, and threats of the business model?
2. How does the Zipcar idea fit the “Integrated Service Marketing Model”?
Please apply the case to the several marketing instruments that are
discussed in the model.
3. What are the main drivers of customer satisfaction at Zipcar?
4. Describe the process of co-creation at Zipcar!
5. What are the success factors of Zipcar’s promotional strategy? Please
consider also the impact of environmental issues on the marketing
success of Zipcar.
6. Imagine that Zipcar aims on entering the Chinese market. What factors
have to be covered in an according market research study? Would you
recommend China as target market?
Please search for additional information to answer the case study questions!
Editor's Notes
Why can people be satisfied after visiting McDonald’s and dissatisfied after visiting a fancy restaurant (http://www.forbes.com/2004/10/14/cx_cv_1014feat.html)??? Marketing instruments impact customer expectations as well as customer perceptions!
It can be 5 times more expensive to attract a new customer than keeping an existing one! Satisfied “repeating customers” spread positive word-of-mouth (unhappy customers spread negative word-of-mouth!!! - also, it has been found that it is more likely that unhappy customers express their negative experiences than happy customers telling their positive experiences)
In services: Use tangible products as quality indicators for intangible offerings In products: Use intangible elements to add extra-value to tangible offerings