Chap 1,creating & capturing customer value
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Transcript of Chap 1,creating & capturing customer value
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Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT
CERTIFIED)(HOD-MARKETING,BSD)
E:[email protected]:9312326419
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Defining Marketing for the 21st Century
The roaring success of four-wheeler Tata Ace, in a market earlier dominated by three-wheeler load carriers, was due to a deep understanding of the market needs and customer requirements.
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four-wheeler Tata Ace
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What Is Marketing?
Marketing
It is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
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What Is Marketing?The Marketing Process
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What is Marketed?M
What is Marketed?
GoodsGoods
ServicesServices
Events & ExperiencesEvents & Experiences
PersonsPersons
Places & PropertiesPlaces & Properties
OrganizationsOrganizations
InformationInformation
IdeasIdeas
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Successful New Product Launches Require Careful Planning
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Marketing Can Promote Ideas
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Demand Status
DS
Nonexistent Latent
Declining Irregular
Full UnwholesomeOverfull
Negative
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Key Customer MarketKCM Consumer Markets
Business Markets
Global Markets
Nonprofit/ Government Markets
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Core Concepts of Marketing
• Customer needs, Wants, and Demands
• Market Segmentation, Target market, Positioning(STP)
• Market offerings
• Value and satisfaction
• Exchanges and relationships
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Customer needs, wants, and demands
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Market Segmentation, Target Market, Positioning(STP)
Market segmentation refers to dividing the markets into segments of
customers
Target marketing refers to which segments to go after
Positioning:Company must understand the position of their
product by comparing with others
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.
.
Indian 2-Wheeler Market Competitive Scenario
Motorcycle 50% 30% 13% 4% 1% 2% <1% - <1%
- 15% 28% - 2% 46% 9% <1% -
- - 82% - - - 8% 10% -
India is now the second largest two-wheeler market in the world
Figures denote Mkt Share (Apr-Oct 05)
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Market offerings
• Market offeringsThese are some combination of products,
services, information, or experiences offered to a market to satisfy a need or want
• Marketing myopiaIt is focusing only on existing wants and losing
sight of underlying consumer needs
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Market offerings
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Value and satisfaction
Customer Satisfaction
Customers• Value and
satisfaction
Marketers• Set the right level of
expectations• Not too high or low
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Exchanges and relationships
Exchange It is the act of obtaining a desired object from someone by offering something in return
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Customer-Driven Marketing Strategy
Production concept
Product concept
Selling concept
Marketing concept
Societal concept
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Customer-Driven Marketing Strategy
Production concept is the idea that consumers will favor products that are available or highly affordable
Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.
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Customer-Driven Marketing Strategy
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
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
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Customer-Driven Marketing Strategy
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
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Holistic Marketing Dimensions
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Integrated Marketing/Marketing Mix
To make company more successful, top Executive give more & more stress towards marketing.
The Fundamental of marketing is based on 4ps. It is also known as Marketing Mix.
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Marketing Mix