Principles of Marketing K&A day-one Seminar in Ilia university 2014 MOGHIMI

2 B.Moghimi@yahoo.co.uk
Professor: Bahman Moghimi
Doctor of Business Administration
M.Sc. Of “Industrial Marketing & e-Commerce”
Day one
Ilia State University

Only two things are infinite, the universe and human
stupidity, and I'm not sure about the former!
Albert Einstein
US (German-born) physicist (1879 – 1955)
B.Moghimi@yahoo.co.uk

How did we think before? .

How did we think before? ..

How did we think before? ...

How did we think before? ....

How did we think before? .....

How did we think before? ......

What is Paradigm?

Do you see anything Surprising here?
13

What is Paradigm Shift?
That’s
Wi-Fi !!

15
Paradigm Shift is changing the way you look
at the world!

16
The Way To Paradigm Shift .

17
The Way To Paradigm Shift ..

18
Old Economy V.S. New Economy
Old Economy New Economy
Organize by product units
Focus on profitable transactions
Look primarily at financial scorecard
Focus on shareholders
Marketing does the marketing
Build brands through advertising
Focus on customer acquisition
No customer satisfaction measurement
Over-promise, under-deliver
Organize by customer segments
Focus on customer lifetime value
Look also at marketing scorecard
Focus on stakeholders
Everyone does the marketing
Build brands through behavior
Focus on customer retention and growth
Measure customer satisfaction & retention
Under-promise, over-deliver

20
What Customers want?
Before After
Cheap Cheap
Fast Fast
Convenient Convenient
Good Quality Good Quality
Added-value

21
Value
 What is value really?
 What is the first reason you buy something?
 When do you feel valued?
 How can we create value?

22
Meeting Increasing Customer Needs

23
Why do we do business?!!
1. Profit
2. Turn Over
3. Credit

24
Why do we buy goods or services?
 Differentiation
 Price

25
How can we create value? 3Qs!
1. What do others have
that we don’t?
2. What do we have
that others don’t?
3. What happens to our
customers if we are
not there for them?

27
Quote .
 “There is only one boss: the customer…. He
can fire everybody in the company, from the
Chairman on down, simply by spending his
money somewhere else.”
Sam Walton. Founder of Wal Mart

28
Quote ..
 “Your most unhappy customers are your
greatest source of learning.”
Bill Gates. “Business @ the Speed of Thought”

What is Marketing? .
Many different definitions of marketing
 business philosophy to create and retain satisfied customers
 exchange process – short term transactional marketing
 relationship marketing - development of mutually beneficial long-term
relationships between suppliers and customers
 creating memorable experiences

What is Marketing? ..
 Marketing involves in developing product that provides superior
value, and prices, distributes and promotes them effectively.
 Advertising and selling are only part of a larger marketing mix, set
of tools that work together to satisfy customer needs (...) and build
customer relationship
Thus marketing is ……
 All social and managerial processes by which individuals and
groups obtain what they need and want through creating and
exchange products and value with others

What is Marketing? …
... all processes by which companies create
value for customers and build strong
customer relationships in order to
capture value from customers in return.
It involves building long, profitable, value
exchange relationship with customers………….

INNOVATION: THE SECRET OF MARKETING!
32

Simple Model of Marketing Process
B.Moghimi@yahoo.co.uk 33

Needs, Wants & Demands
 Needs: State of deprivation (ex: Physical Needs)
 Wants: The form of human needs shaped by culture & Individual
Personality
 Demands: Human wants that are backed by buying power
NEED ! WANT !
$

Market Offerings
Products, Service & Experiences
 Customers needs and wants are fulfilled through “Market Offerings”,
some combination of Products, Service, Information & Experiences
and include entities such as persons, places, organization,
information & ideas

Market

What is Marketing Management?
The art and science of choosing target
markets and getting, keeping, and
growing customers through creating,
delivering, and communicating superior
customer value

Marketing Management Orientation
 The Production Concept (Focus on production and distribution)
 The Product Concept (Focus on Quality & Performance)
 The Selling Concept (Focus on large-scale selling & promotions)
 The Marketing Concept (Sense & Response Philosophy)
 The Social Marketing Concept (Both Customer & Society)

Marketing Mix elements are the ingredients to
Design a Marketing Plan!
39
The company’s
marketing strategy
should develop an
integrated marketing
program that actually
deliver the intended-value
to target
customers

Marketing Mix – Criteria & Start-Point
Company
Customer Competitor
Product
Staff
1. External Marketing
2. Internal Marketing
3. The Moment of Truth
Peter Naudé, University of Manchester. UK

Before you start your marketing activities, you must:
42
Define your Business-Model
Decide about company vision
Come up with your mission
Design your Process Management
Human Resource Development and Management
Evaluation and Control Systems (TARGET)

B.Moghimi@Yahoo.Co.Uk
44
Look at a Sample Business Model:
It guarantees the revenue circle…

Building Customer Relationships
CRM is the overall process of building and
maintaining profitable customers relationships by
delivering superior customer value and satisfaction
 Customer (Perceived) VLUE (customers evaluation of differentiation)
 Customer SATISFACTION (Product Perceived Performance)

The Changing Nature of Customer Relationships
 More Carefully selected Customers
 Long-Term Relationships
 Connecting Directly

Partner Relationship Management
 Partners inside the company
– Marketing is far too important to be left only to the
marketing department!
 Marketing partners outside the firm
– Supply Chain Management
– Strategic Alliances

Customer Loyalty & Retention

What is Customer Equity?
 The ultimate aim of customer relationship
management is to produce high customer
equity that is combined discounted customer
lifetime values of all the company’s current &
potential customers
– The more loyal the firms profitable customer, The
higher the firm’s customer equity

Customer Equity

Introduction of the Speaker
Bahman Moghimi holds a PhD in "E-Business“ from an American University
in Dubai, DBA (Doctor of Business Administration) from Iran and a MA in
"Industrial Marketing & E-Commerce“ from Sweden. He also took part in
three different fields of MBA in the recent years and has passed several
domestic and international courses in the field of Relationship Marketing
and CRM. He conducted the first research paper of the country (I.R of Iran)
about CRM critical success factors (CSF) and published a book about it.
He not only had advised several theses of students of BA and MBA in
related fields but also advised different companies and industries and
lectured in different universities and business schools around the World
including Europe, Japan & China , Middle East and even Africa.
In the recent years Mr. Moghimi had a general project of Marketing
Management in Nestle as their Regional Sales Development Manager and
had thought or did the consultancy for some companies in Europe &
Caucasus region. Now he is a full time Professor in University of Georgia
in the school of Business and Economics and worked and published many
quantitative researches. For the first time in the world, he mixed the two
terms of marketing & management and invented “Markagement” !

Principles of Marketing K&A day-one Seminar in Ilia university 2014 MOGHIMI

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Principles of Marketing K&A day-one Seminar in Ilia university 2014 MOGHIMI