1.
Session 3

2.
 It Was About 2 Shifts :
•Why Marketing
•Marketing Vs. Sales

3.
 Managing Profitable Customer Relationships
 About Ethics :
•Customer Become A Buying Machine
•Companies Vs. Countries
 Social Marketing

4.
 Marketing is a Social and Managerial Process
By Which Individuals and Groups Obtain
What They Need and Want Through Creating
and Exchanging Products and Value with
Others. Society
Human Welfare
Company Customer
Profits Satisfaction

5.
 Needs
Basic Requirements For Life
• physical needs
• social needs
• individual needs
 Wants
Needs Shaped by Culture And Personality
 Demands
Wants Backed by Ability To Buy

6.
 Products and Market Offering
• The mistake of paying more attention to the physical products
they offer than to the benefits produced by these products
•Brand Experience :
They are not just buying a benefit they want
Experience

7.
 Value and Satisfaction
•Value Proposition
Set of benefits and values That a Company Promises to
Deliver to the Customer
•Satisfaction Depends on Performance of Your Product or
Service relative To buyer’s Expectations
Dissatisfied
Satisfied
Delighted

8.
 Exchange and Relationships
 Exchange Occurs when Customer Decide To Pay
“Cost" and Get Extra Value
Relationships
Begin When You 1st Connect with Your
Customer
That Leads To :

9.
 The Overall Process of Building And
Maintaining Profitable Customer
Relationships by Delivering Superior
Customer Value And Satisfaction
 Role of CRM :
•Attracting, Retaining and Growing Customers
•Building Relationships and Customer Equity

10.
 Attracting, Retaining and Growing
Customersare the Key
•Perception
•Exceeding Expectations
•Benefits of Loyalty
Customer Lifetime Value
Cross Selling

11.
 Building Relationships and Customer Equity
•Building Relationships Programs
Adding Financial Benefits
Adding Social Benefit
Adding Structural Ties
•Customer Equity
Combined Discounted customer Lifetime
Values of All of the Company’s Current
Customer And Potential Customers
Measures Company Performance, But in
a manner That Looks to The Future

12.
Session 3

13.
 Strategic Planning is Defined as The Process
of Developing and Maintaining a Strategic Fit
Between the Organization’s goals and
Capabilities and it’s Changing Marketing
Opportunities.

14.
 Mission Statement
•Serve as a Guide For What the Organization
Wants to Accomplish.
•Be “ Market-Oriented “ rather than “ Product-
Oriented “
•Neither Too Narrow, nor Too Broad.
•Realistic.
•Motivating.
•Not be Stated as Making More Profits or
Amount Of Sales.

15.
 Mission Statement
Product-Oriented
We Sell Shoes
Market-Oriented
We Help People Experience the Emotion of Competition,
Winning and Crushing Competitors

16.
 Mission Statement
Product-Oriented
We Run Search Engine
Market-Oriented
Organize the World’s Information and Make it Universally
Accessible and Useful

17.
 Setting Goals and Objectives
Must be
SMART

18.
 Setting Goals and Objectives
S = Specific 5 Ws… who, what, when, where, and why.
M = Measurable Cannot be Measured > Cannot be Managed
Goal objectives should be within the staff
A = Achievable
member’s control
R = Relevant Goals should be instrumental to the mission
T = Time-bound identify a definite target date for completion

19.
 Setting Goals and Objectives
In 2006 :
•have the world’s top AI research laboratory
•push ad system and sell $1B of new inventory
•make sure their tools are running everywhere
by Increasing number of Google Packs Installed to
60 Million by Mid-2006

20.
 Designing Business Portfolio
•Designing business Portfolio is a Key step in Strategic Planning
•Identifying SBUs
•Analyze The Current Portfolio

21.
 Designing Business Portfolio
•Designing business Portfolio is a Key step in Strategic Planning
•Identifying SBUs
•Analyze The Current Portfolio
•Shape the Future Business Portfolio
Choose Appropriate resource Allocation
•Build
•Hold
•Harvest
•Divest

22.
 Designing Business Portfolio
•Designing business Portfolio is a Key step in Strategic Planning
•Identifying SBUs
•Analyze The Current Portfolio
•Shape the Future Business Portfolio
Choose Appropriate resource Allocation
Developing Strategies for Growth and
Downsizing

23.
 Designing Business Portfolio
•Designing business Portfolio is a Key step in Strategic Planning
•Identifying SBUs
•Analyze The Current Portfolio
•Shape the Future Business Portfolio
Choose Appropriate resource Allocation
Developing Strategies for Growth and
Downsizing

24.
 Designing Business Portfolio
•Developing Strategies for Growth and Downsizing
Finding Products that Company should
Consider in the Future and Growth Opportunity

25.
 Designing Business Portfolio
•Developing Strategies for Growth and Downsizing
Fitting Between Company Capabilities and
New Opportunities
SWOT