About marketing

1. MarketingMarketing

2. MarketingMarketing

3. Asset-LedAsset-Led

4. Asset-LedAsset-Led
• An asset-led business aims to use theAn asset-led business aims to use the
core-competence of a business incore-competence of a business in
developing new products and servicesdeveloping new products and services
• Those assets may be human, physical orThose assets may be human, physical or
intangible assetsintangible assets

5. Strengths of the BusinessStrengths of the Business
• Physical AssetsPhysical Assets
– DistributionDistribution
– Manufacturing baseManufacturing base
– Global reachGlobal reach
• Intangible AssetsIntangible Assets
– Brand nameBrand name
– ImageImage
– PersonnelPersonnel
• Core Competence – what the business sees itself asCore Competence – what the business sees itself as
being ‘good at’being ‘good at’

6. Market-LedMarket-Led

7. Market-LedMarket-Led
• A market–led business has its focus purelyA market–led business has its focus purely
on the needs of the customeron the needs of the customer
• The business is highly responsive to theThe business is highly responsive to the
needs of consumers – it has a focus onneeds of consumers – it has a focus on
market research as a means of identifyingmarket research as a means of identifying
those needsthose needs

8. Market-LedMarket-Led
• Basic principles:Basic principles:
– The customer is king!The customer is king!
– Customer service is paramountCustomer service is paramount
– Needs of consumers uppermost in new productNeeds of consumers uppermost in new product
developmentdevelopment
– Customer servility – being a ‘slave’ to the customerCustomer servility – being a ‘slave’ to the customer
– Do not contemplate the cost of doing something toDo not contemplate the cost of doing something to
meet customer needs, contemplate the cost ofmeet customer needs, contemplate the cost of notnot
doing it!doing it!

9. Building RelationshipsBuilding Relationships
• Importance of building relationships to meet customers’Importance of building relationships to meet customers’
needs and expectationsneeds and expectations
• Suppliers – good relationship with suppliers means thatSuppliers – good relationship with suppliers means that
goods are available when the consumer needs them andgoods are available when the consumer needs them and
that the business is able to respond flexibly to changethat the business is able to respond flexibly to change
• Customers – knowing who your customers are, whatCustomers – knowing who your customers are, what
their needs are and how the market is changingtheir needs are and how the market is changing

10. Building RelationshipsBuilding Relationships
• Importance of building relationships to meet customers’Importance of building relationships to meet customers’
needs and expectationsneeds and expectations
• Suppliers – good relationship with suppliers means thatSuppliers – good relationship with suppliers means that
goods are available when the consumer needs them andgoods are available when the consumer needs them and
that the business is able to respond flexibly to changethat the business is able to respond flexibly to change
• Customers – knowing who your customers are, whatCustomers – knowing who your customers are, what
their needs are and how the market is changingtheir needs are and how the market is changing