Nelson Infotech providing Product Marketing services. There is a product marketing or product manager titled person responsible for the high-level product requirements.
2. Definition
The process by which companies create value
for customers and build strong customer
relationships in order to capture value from
customers in return
Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating offering and freely
exchanging products and services of value with
others.
3. Marketing Process
Understand
the market
place and
customer
needs and
wants
Design a
customer
driven
marketing
strategy
Construct
a
marketing
program
that
delivers
superior
value
Build
profitable
relationships
and create
customer
delight
Capture value from customers to create
profits and customer quality
4. Company Orientation Towards the
Marketplace
The Production Concept
The Product Concept
Consumers will not buy enough of the organization’s products if left
alone
The Marketing Concept
Consumers will favour those products that offer the most quality,
performance or innovative features
The Selling Concept
Consumers will prefer products that are widely available and
inexpensive
Business shifted to customer centered Sense and respond philosophy
The Holistic Marketing Concpet
Based on the development, design and implementation of marketing
programs, processes and activities that recogonizes their breadth and
interdependencies.
Relationship Marketing – aim of building mutually satisfying long term
relationships with key parties – customer, suppliers, distributors andother
marketing partners
5.
6. The Societal Marketing Concept
Society
(Human welfare)
Consumers
(Want satisfaction)
Company
(Welfare)
A principle of enlightened marketing that holds
that a company should make good marketing
decisions by considering consumer’s wants, the
company’s requirements, consumers long term
interests and society’s long run interests
7. Customer Relationship
Management
The overall process of building and maintaining
profitable customer relationships by delivering
superior customer value and satisfaction
Customer Perceived Value - The difference
between total customer value and total customer
cost
Customer Satisfaction – The extent to which a
product’s perceived performance matches a
buyer’s expectation.
8. Marketing Network
Consists of company and its supporting
stakeholders with whom it has built
mutually profitable business relationships.
Integrated Marketing - Traditional
depiction of marketing activities is in term
of marketing mix
10. Four P’s
Product
Four C’s
Customer solution
Price
Customer cost
Place
Convenience
Promotion
Communication
11. Marketplace and Customer Needs,
Wants and Demands
Human needs are state of felt deprivation
Physical
needs – food, clothing, warmth and safety
Social needs - belonging and affection
Individual needs - knowledge and self expression
Wants are the form human needs take as they
are shaped by culture and individual personality
When wants are backed by the purchasing
power, wants become demand
12. Target Markets, Positioning and
Segmentation
Division of market – Segmenting
Identifying
and profiling distinct groups of
buyers who might prefer or require varying
product and services
Target Market – the segment which
present the greatest opportunity
13. Marketing Environment
Task Environment
Broad Environment
Company
Demographic environment
Suppliers Distributors
Economic environment
Dealers
Physical environment
Target customers
Technological environment
Political legal environment
Social cultural environment
14. Marketing Research and
Information System
Marketing
Research is a systematic,
objective process of getting information
about potential customers to guide
marketing decisions.
Primary data and secondary data
Marketing Information System
15. New Marketing Landscape
The pace of change is so rapid that the
ability to change has now become a
competitive advantage – Richard Love,
HP
The digital age
The Internet
16. Ethics and Social Responsibility
The growth of not for profit marketing
Stakeholders of Organizations
Customers
Employees
Local communities
Government
Intermediaries
Suppliers
18.
A company's marketing environment
consists of the actors and forces outside
marketing that affect marketing
management’s ability to build and
maintain successful relationship with
target customers.
Micro environment
Macro environment
19. The Company’s Micro Environment
Marketing
Intermediaries
Suppliers
Company
Customers
Competitors
Public
20.
The Company
Suppliers
Form
an important link in the company’s overall
customer value delivery system.
Provide the resource needed by the company to
produce its goods and services
Customers
Consumer
market
Business market
Reseller market
Government market
International market
21.
Marketing Intermediaries
Firms
that help the company to promote, sell
and distribute its goods to final buyers,
Physical distribution firms
Marketing services agencies
Competitors
Public
Any
group that has an actual or potential
interest in or impact on an organization’s
ability to achieve its objectives
23.
Demographic environment
Study
of human population in terms of size,
density, location, age, gender, race,
occupation and other statistics.
Economic environment
Changes
in income
Changing consumer spending patterns
Natural Environment
Growing
shortage of raw materials
Increased pollution
Increased government intervention
24.
Technological Environment
Political environment
Increasing
legislation
Increased emphasis on ethics and socially
responsible actions
Cultural environment
Persistence
of cultural values
Shift in secondary cultural values