W1 Marketing The Art And Science Of Satisfying Customers

Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | [email protected]

MARKETING :THE ART & SCIENCE OF SATISFYING CUSTOMERS

Week 1

Learning Objectives

www.slideshare.net/natriumz

1. Know what marketing is and why

you should learn about it.

2. Know what the marketing concept

is—and how it should guide a firm

or nonprofit organization.

3. Understand what customer value

is and why it is important to

customer satisfaction.

4. Know how social responsibility and

marketing ethics relate to the

marketing concept.

What is marketing ?

Marketing is the management process responsible for

identifying, anticipating and satisfying customer requirements profitably

CHARTERED INSTITUTE OF MARKETING (UK)

Marketing defined :

“Marketing is a social and managerial process by which individuals and groups

obtain what they need and want through creating and exchanging value with others”


Marketing management is ...

the art and science of choosing target markets and getting, keeping,

and growing CUSTOMERS through creating, delivering, and

communicating superior customer value.

managing profitable customer relationship

(attracting new customers, and retaining and growing current customers)

by creating value for customers and capturing value in a return.


Marketing VS Sales

“There will always be need for some selling.

But the aim of marketing is to make selling superfluous.

The aim of marketing is to know and understand the customer

so well that the product or service fits him and sells itself.

Ideally, marketing should result in a customer

who is ready to buy. All that should be needed is

to make the product or service available.”

- Peter Drucker -

SELLING IS ONLY THE TIP OF THE ICEBERG


Core Customer and Marketplace Concept

Needs, wants, and demands

Exchange, transactions,

and relationships

Markets

CoreMarketingConcepts

Products, services, and experiences

Value, satisfaction,and quality


Designing the “right” product


Only the best is good enough for Lexus customers


Value

Perceived Value

Customer’s evaluation of the difference

between benefits & costs.

CUSTOMER VALUEThe relationship between benefits and sacrifice necessary to obtain those benefits.

Customers often do not judge values and costs accurately or objectively.


Satisfaction

CUSTOMER

SATISFACTION

• The feeling that a product met or exceeded the

customer’s expectations.

• Product’s perceived performance relative to

customer’s expectations.





and relationships





Customer relationship

It’s not just a laptop. It’s knowing

each pilot’s aircraft is fit to fly before

an urgent mission





and relationships

Markets





A simple five-step model of the marketing process

Understand the marketplace

and customer needs

and wants

Design a customer-driven

marketing strategy

Construct a marketing

program that delivers

superior value

Build profitable relationship

and create customer delight

Capture value from customers to

create profits and

customer quality

Create value for customers and build customer relationship

Capture value from customers in return


Elements of a Modern Marketing System

Suppliers

Company

(marketer)

Company

(marketer)

Marketing

intermediariesEnd Users


Marketing Management Orientations

Key

Marketing

Concepts

2. ProductConcept

3. SellingConcept

4. MarketingConcept

1. ProductionConcept

5. SocietalConcept


The Selling and Marketing Concepts Contrasts


Marketing V.S. Production Concept


Marketing Concept


MARKETING STIMULATES NEW IDEAS


Societal Marketing

SOCIETAL

MARKETING

ORIENTATION

An organization exists not only to satisfy

customer wants but also to preserve or

enhance individuals’ and society’s long-

term best interests.

• Less toxic products

• More durable products

• Products with reusable

or recyclable materials


Societal Marketing Concept

Society

(Human Welfare)

Consumers

(Satisfaction)

Company

(Profits)

Societal

Marketing

Concept


Example :


Marketing Mix

Customer Solution

Customer Cost Communication

Distribution


Marketing Challenges

EMERGINGCHALLENGES

Non-profitMarketing

Digital Age

Ethics and Social Responsibility

Globalization

Marketing Relationship


Criticisms of Marketing


Reasons for studying Marketing

Why Study Marketing ?

Important

to

Society

Important

to

Business

Good

Career

Opportunities

+

Marketing affects you every day!


Chocolat movie trailler


W1 Marketing The Art And Science Of Satisfying Customers

Business

Transcript of W1 Marketing The Art And Science Of Satisfying Customers