Marketing involves identifying and satisfying customer needs through exchanges between organizations, customers, and suppliers. The marketing process includes situation analysis, objective-setting, strategy development, tactics, actions, and control. Marketing aims to satisfy customers, identify opportunities, target the right audiences, and enhance profitability. Customer satisfaction should be a key objective and involves understanding customer expectations, product quality, efficient operations, and positive customer experiences. Internal marketing uses tools like newsletters and awards to encourage employee focus on customers. External marketing applies promotional tools like advertising, public relations, and direct marketing to communicate with customers.

1. What is Marketing?
An introduction to the marketing environment
www.elaboratemarketing.com
@letselaborate

2. Marketing - an exchange process
‘Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably’ (CIM,
2012)​
It involves exchanges between the organisation, its customers and
suppliers
‘The social process by which individuals and groups obtain what they
need and want through creating and exchanging products and value
with others’ (Kotler, 2006)

3. The marketing process
Situation analysis - where are we now? look at the
company (research)​
Objectives - where do you want to be/what do you
want to achieve​?
Strategy - how do we get there? who’s your
audience?​
Tactics - how exactly do we get there? marketing mix​
Actions - what are you going to do?
Control - how did you get there? monitoring &
correcting marketing P R Smith – SOSTAC
model

4. Marketing is an exchange between:
The supplier The customerThe organisation

5. The role of marketing
Not only is marketing a philosophy, it is also a function and a
management process which includes:
• Identifying customer needs and wants​
• Satisfying customers​
• Identifying marketing opportunities​
• Targeting the ‘right’ customers​
• Staying ahead in a dynamic market​
• Knowing your competitors​
• Using resources efficiently​
• Enhancing profitability

6. Marketing and Customer
Satisfaction
How to incorporate customer satisfaction into your business

7. Customer Satisfaction
Customer satisfaction is a situation where the quality of the product or
service delivered meets or exceeds the customers expectations
It should be at the heart of marketing as an organisational philosophy​
Customer satisfaction needs to be a business objective. If your
customers are not satisfied, then you will not gain any future business.

8. Integrating customer satisfaction within your
organisation
Should be a business objective
Make use of market research to find out if your customers are
satisfied (questionnaires, focus groups, surveys, interviews, etc)
The organisation practices need to secure customer retention
Customer satisfaction involves every facet of organisations operations

9. Customer satisfaction & your organisation
departments
Department Actions to achieve customer satisfaction
Research & development • New product development
• Product modifications
• Innovation
Human Resources • Staff training to encourage a positive customer focus
• Articulate a shared vision
• Communicate the ideas to staff
• Implement internal marketing
Production operations &
logistics
• Ensure product quality
• Meet customer demands efficiently
• Ensure product availability
• Efficient delivery of product
IT • Effective corporation website
• Implementing marketers design of online corporate messages
• Supplier & key customer access to extranet and intranet
Customer service • Correcting customer problems
• Increasing levels of customer satisfaction

10. Internal Marketing
The key processes and tools your business needs

11. Internal customers
Internal customers are the people and departments within your
organisation who you exchange the products and services you create
(CIM, 2012)
Employees are treated as ‘internal customers’​
Employee branding
Employees and management communicate with one another through
an assortment of methods to plan, coordinate and communicate the
brand and corporate goals

12. Internal Marketing
Internal marketing involves the application of marketing tools in
order to create an organisational culture that places the customer at
the centre of what the company does (CIM, 2012)​
Internal marketing tools:​
• Newsletter​
• Staff magazines​
• Company intranet​
• Team building activities​
• Employee awards

13. External Marketing
The key processes and tools your business needs

14. External customers
External customers are individuals that have no connection with the
organisation, other than that they may have purchased
goods/services in the past or at present (CIM, 2012)​
External customers provide the revenue through their purchases

15. External marketing
External marketing involves the promotional/marketing communications
mix
It allows your company to communicate with its customers
External marketing tools include:
• Advertising​
• Sales promotion​
• Public relations​
• Direct mail​
• Direct marketing​
• Personal selling​
• E-communications​

16. Summary
• Marketing is an exchange process between the organisation, it’s suppliers and customers​
• Customer satisfaction needs to be at the heart of all marketing. It needs to be in an
organisation’s philosophy and business objectives​
• Good market research is needed to discover your customers needs and wants
• Every facet of an organisations operations needs to work to achieve customer satisfaction​
• Internal customers (employees) need to communicate well with management to plan and
coordinate corporate goals. Internal marketing tools aid this process​
• External customer are individuals that have no connection with the organisation other than
past or present purchases of services/goods​
• The marketing communications mix allows the organisation to communicate with external
customers through a range of tools

17. @letselaborate
www.elaboratemarketing.com
rachel@elaboratemarketing.com