Int. Marketing Marketing Basics

What is marketing?

Exam question

1

Marketing is the process through which organizations create value

for people and build strong relations to receive value in return

Marketing is the process through which organizations create value

for people and build strong relations to receive value in return

Marketing is the process through which organizations create value

for people and build strong relations to receive value in return

Marketing is

to sell

Marketing is knowing what

to sell

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Exam question

2

Customer Needs

Customer Needs

Customer Wants

Customer Wants

Customer Wants

Customer Demands

Market Offerings

Market Offerings

Needs  

Wants  

Demands  

Offerings  

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Market

Potential buyers of a product who share

similar wants

Company Client

Company Client matchmaking

Company Client communication

Company Client communication

?

Company Client communication

?

Market

Segment 1

Segment 2

Segment 3

Target group

Segment 2

Segment 3

Are you for

or against nuclear energy?

Value

Are you for

or against smoking?

Who among you

smokes?

SMOKING KILLS

SMOKING KILLS -­‐_-­‐'  

Products determine

our self-view

SMOKING KILLS

Want to quit?

Call us on 776 247 025

Want to quit?

Call us on 776 247 025

Value Proposition

Which products does

Bosch make?

What do you

really buy?

AXE  

To which consumer

segment Axe sells?

AXE  

SEX  

Consumer motives?

It is not all good …

Exam question

3

Marketing Orientations

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing

concept

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing

concept

How to beat the competition?

Just make it bigger

Marketing myopia

Marketing myopia

Marketing myopia

I’m rat friendly

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing

concept

Selling stuff us we don’t need

Unsought Goods

Company Client Selling

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing

concept

Company Client Listening

Knowing the

customer Needs

Bread

Apples

Coffee

Chicken

Soap

Bread

Apples

Nescafé

Chicken

Soap

Bread

Apples

Coffee

Chicken

Soap

Bread

Apples

Nescafé

Chicken

Soap

But …

If Ford asked what the people wanted,

they would say:

Faster horses

If Ford asked what the people wanted,

they would say:

Faster horses

No VISION, No car

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing

concept

Sustainable marketing

Corporate Social Responsibility

Corporate Social Responsibility

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Marketing

Mix

Product

Price

Place

Promotion

Customer needs

Marketing strategy

Marketing program

Pro"table relations Value

Customer Relationship Management

Customer Relationship Management

Customer Sattisfaction

Expected Value

L Expected Value

J Expected Value

K Expected Value

J Expected Value

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Customer

Lifetime Value

Customer

Equity

Exam question

4

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Exam question

5

Economc Crisis

Economc Crisis

Economc Crisis

Economc Crisis

Economc Crisis

Internet users 2012

1,8 billion

Internet users 2015

3,4 billion

3D Printing

Wearable Computers

Rapid Globalization

Rapid Globalization

Social Responsibility

Not for pro"t Marketing

Not for pro"t Marketing

Not for pro"t Marketing

Global Marketing

Not only for the home market

Why do companies seek

Global Markets?

Respond to orders abroad

Domestic market

maturity

Competitive shock

Follow customers

abroad

Support cost structure

Respond to orders abroad

Domestic market

maturity

Competitive shock

Follow customers

abroad

Support cost structure

European per-capita consumption

a fraction of US consumption

Respond to orders abroad

Domestic market

maturity

Competitive shock

Follow customers

abroad

Support cost structure

Respond to orders abroad

Domestic market

maturity

Competitive shock

Follow customers

abroad

Support cost structure

Respond to orders abroad

Domestic market

maturity

Competitive shock

Follow customers

abroad

Support cost structure

Development Global Marketing

Domestic Marketing

Home country

Export Marketing

Home country

Foreign country

International Marketing

Subsidiary

Foreign country

Multicountry Marketing Country 1

Country 2

Country 3

Country 4

Pan-Regional Marketing

Global Marketing Country 1

Country 2

Country 3

Country 4

Launched in Australia

 50% teens & young adults

didn’t try Coke

 7% increase

teen consumption

 50 countries

followed