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  1. Chapter 1- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Creating & Capturing Customer Value
  2. What Is Marketing? Broadly defined, marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Finally, Marketing is managing profitable customer relationships.
  3. Understanding the Marketplace & Customer Needs • Customer needs, wants, & demands • Market offerings • Customer Value and satisfaction • Exchanges and relationships • Markets Five Core Concepts: Marketers need to understand customer needs and wants and the marketplace in which they operate.
  4. Customer Needs, Wants, & Demands • States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression Needs • Form that human needs take as they are shaped by culture and individual personality • Wants are shaped by one’s society and are described in terms of objects that will satisfy those needs. Wants • Human wants backed by buying power Demands
  5. • Market offerings are some combination of products, services, or experiences offered to a market to satisfy a need or want. More broadly, market offerings also include other entities, such as persons, places, organizations, information, and ideas. • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs. Market offerings
  6. Customer Value & Satisfaction Customers • Value and satisfaction Marketers • Set the right level of expectations • Not too high or low
  7. Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences involving a product, service, idea, or other object. Markets are the set of actual and potential buyers of a product or service Exchange, Relationships & Markets
  8. Designing a Customer-Driven Marketing Strategy Marketing management is the art and science of choosing target markets and building profitable relationships with them. The marketing manager’s aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value. To design a winning marketing strategy, the marketing manager must answer two important questions: – What customers will we serve? (target market) – How can we best serve these customers? (value proposition)
  9. Selecting Customers to Serve Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
  10. Choosing a Value Proposition • Why should I buy your brand rather than a competitor’s? • The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs- how it will differentiate and position itself in the marketplace.
  11. Marketing Management Orientations Production concept Product concept Selling concept Marketing concept Societal concept What philosophy should guide these marketing strategies? What weight should be given to the interests of customers, the organization, and society?
  12. Marketing Management Orientations  Production concept is the idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency.  It is useful in these situations; low labor costs, high production efficiency, and mass distribution.  It can lead to marketing myopia.
  13. Chapter 1- slide 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Production Concept…
  14. Marketing Management Orientations Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organizations should therefore devote its energy to making continuous product improvements. Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort. The aim often is to sell what the company makes rather than making what the market wants.
  15. Chapter 1- slide 15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Product Concept…
  16. Chapter 1- slide 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Selling Concept…
  17. Marketing Management Orientations Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers. The job is not to find the right customers for your product but to find the right products for your customers.
  18. Chapter 1- slide 18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Marketing Concept…
  19. Marketing Management Orientations Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests.
  20. Chapter 1- slide 20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Societal Marketing Concept …
  21. Chapter 1- slide 21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 'Together Is Beautiful': Coca-Cola's Super Bowl Ad 3.5 billion Lebanese pounds from Spinneys customers to SOS Children’s Villages in Lebanon
  22. Chapter 1- slide 22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall ‘‘Tesla” this company produces electric cars that are environmentally friendly and uses renewable energy.
  23. • The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. 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). • Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers. Preparing an Integrated Marketing Plan & Program
  24. Building Customer Relationships • Customer Relationship Management (CRM) 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 & Satisfaction Customer perceived value • The difference between total customer value and total customer cost • CPV=TCV-TCC Customer satisfaction • The extent to which a product’s perceived performance matches a buyer’s expectations
  25. Building Customer Relationships Customer Relationship Levels & Tools • A company with many low-margin customers may seek to develop basic relationships with them. • In markets with few customers and high margins, sellers want to create full partnerships with key customers. • Many companies offer frequency marketing programs that reward customers who buy frequently or in large amounts. • Other companies sponsor club marketing programs that offer members special benefits and create member communities.
  26. Chapter 1- slide 26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationship • Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers. • Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, websites, online communities and social networks. The Changing Nature Of Customer Relationship
  27. Chapter 1- slide 27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Customer-managed relationships Marketing relationships in which customers, empowered by today’s new digital technologies, interact with companies and with each other to shape their relationship with brands. Building Customer Relationship The Changing Nature Of Customer Relationship
  28. Building Customer Relationships Partner Relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customers • Partners inside the company is every function area interacting with customers – Electronically – Cross-functional teams • Partners outside the company is how marketers connect with their suppliers, channel partners, and competitors by developing partnerships
  29. Building Customer Relationships • Supply chain is a channel that stretches from raw materials to components to final products to final buyers • Supply management • Strategic partners • Strategic alliances Creating Customer Loyalty & Retention Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage. Partner Relationship Management
  30. Chapter 1- slide 30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value From Customers • Share of customer is the portion of the customer’s purchasing that a company gets in its product categories. Growing Share of Customers
  31. Capturing Value from Customers • Customer equity is the total combined customer lifetime values of all of the company’s customers • Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized • Different types of customers require different relationship management strategies – Build the right relationship with the right customers Building Customer Equity
  32. Chapter 1- slide 32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Changing Marketing Landscape Uncertain economic environment • New consumer frugality(saving money) • Marketers focus on value for the customer
  33. Chapter 1- slide 33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • People are connected continuously to people and information worldwide • Marketers have great new tools to communicate with customers • Internet + Mobile communication devices creates environment for online marketing Digital Age The Changing Marketing Landscape
  34. Chapter 1- slide 34 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The Changing Marketing Landscape • Rapid Globalization • Sustainable Marketing • Non-for-profit marketing
  35. Chapter 1- slide 35 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Major Developments (Changes in Marketing) • Digital age • Globalization • Ethics and social responsibility • The growth of Not-for-profit marketing • Changing world economy
  36. Chapter 1- slide 36 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Emerging Challenges Nonprofit Marketing New Marketing Landscape & Information Technology Ethical Concerns Globalization Changing World Economy