1. MARKETING :
THE ART & SCIENCE OF SATISFYING CUSTOMERS
Week 1
Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com

2. 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”
www.slideshare.com/natriumz

3. 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.
www.slideshare.com/natriumz

4. Marketing VS Sales
SELLING IS ONLY THE TIP OF THE ICEBERG
“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-
www.slideshare.com/natriumz

5. Marketing is about managing profitable customer relationships
• Attracting new customers
• Retaining and growing current customers
www.slideshare.com/natriumz

6. Designing the “right” product
www.slideshare.com/natriumz

7. Only the best is good enough for Lexus customers
www.slideshare.com/natriumz

8. Core Customer and Marketplace Concept
Products, services,
and experiences
Needs, wants, and demands
Markets
Core
Marketing
Concepts
Value, satisfaction,
and quality
Exchange,
transactions,
and relationships
www.slideshare.com/natriumz

9. Value
Perceived Value
• The customer’s evaluation of the difference between
CUSTOMER VALUE benefits and costs.
• Customers often do not judge values and costs
accurately or objectively.
The relationship between
benefits and the sacrifice
necessary to obtain those
benefits.
www.slideshare.com/natriumz

10. www.slideshare.com/natriumz

11. Satisfaction
• The feeling that a product met or exceeded the
CUSTOMER customer’s expectations.
SATISFACTION • Product’s perceived performance relative to
customer’s expectations.
www.slideshare.com/natriumz

12. So marketing is ...
The process of building profitable customer relationships
by creating value for customers and
capturing value in return
www.slideshare.com/natriumz

13. Reasons for studying Marketing
Why Study Marketing ?
Important Important Good
to to Career
Society Business Opportunities
+
Marketing affects you every day!
www.slideshare.com/natriumz

14. Marketing Mix
MARKETING
MIX
Place
Product
Customer Distribution
Solution
Price
Promotion
Customer Cost
Communication
www.slideshare.com/natriumz

15. A simple five-step model of the marketing process
Create value for customers and build customer relationship
Understand the marketplace Construct a marketing
Design a customer-driven
and customer needs program that delivers
marketing strategy
and wants superior value
Capture value from customers to
Build profitable relationship
create profits and
and create customer delight
customer quality
Capture value from customers in return
www.slideshare.com/natriumz

16. Elements of A Modern Marketing System
Company
(marketer)
Marketing
Suppliers End Users
intermediaries
Company
(marketer)
www.slideshare.com/natriumz

17. Marketing Management Orientations
1. Production
Concept
2. Product
Concept
5. Societal Key
Concept Marketing
Concepts
4. Marketing 3. Selling
Concept Concept
www.slideshare.com/natriumz

18. • Consumers prefer products that are widely available and inexpensive
Production Concept
• What can we make efficiently?
• Consumers favor products that offer the most quality, performance, or
Product Concept innovative features
• What can we make or do best?
• Consumers will buy products only if the company aggressively
Selling Concept promotes/sells these products
• How can we sell more aggressively?
• Focuses on needs/ wants of target markets & delivering value better
Marketing Concept than competitors
• What do customers want and need?
• Focuses on needs/ wants of target markets & delivering value better
Marketing Concept than competitors
• What do customers want and need, and how can we benefit society?
www.slideshare.com/natriumz

19. The Selling and Marketing Concepts Contrasts
www.slideshare.com/natriumz

20. Marketing V.S. Production Concept
www.slideshare.com/natriumz

21. Marketing Concept
www.slideshare.com/natriumz

22. Societal Marketing
SOCIETAL
MARKETING
An organization exists not only to satisfy customer wants
ORIENTATION 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
www.slideshare.com/natriumz

23. Societal Marketing Concept
Society
(Human Welfare)
Societal
Marketing
Concept
Consumers Company
(Satisfaction) (Profits)
www.slideshare.com/natriumz

24. Example :
www.slideshare.com/natriumz

25. Marketing Challenges
Digital Age Non-profit
Marketing
EMERGING
CHALLENGES
Ethics and Globalization
Social Responsibility
Marketing
Relationship
www.slideshare.com/natriumz

26. Criticisms of Marketing
www.slideshare.com/natriumz

27. Chocolat movie trailler
www.slideshare.com/natriumz