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W1 Marketing The Art And Science Of Satisfying Customers

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MARKETING : THE ART & SCIENCE OF SATISFYING CUSTOMERS Week 1 Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
Learning Objectives 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. www.slideshare.net/natriumz
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.net/natriumz
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. www.slideshare.net/natriumz
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.net/natriumz
Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Markets Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts www.slideshare.net/natriumz
Designing the “right” product www.slideshare.net/natriumz
Only the best is good enough for Lexus customers www.slideshare.net/natriumz
www.slideshare.net/natriumz
Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts Value, satisfaction, and quality www.slideshare.net/natriumz
Value CUSTOMER VALUE The relationship between benefits and sacrifice necessary to obtain those benefits. Perceived Value Customer’s evaluation of the difference between benefits & costs. Customers often do not judge values and costs accurately or objectively. www.slideshare.net/natriumz
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.net/natriumz
Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
Customer relationship It’s not just a laptop. It’s knowing each pilot’s aircraft is fit to fly before an urgent mission www.slideshare.net/natriumz
Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Markets Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
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.net/natriumz
Elements of a Modern Marketing System Company (marketer) Marketing Suppliers End Users intermediaries Company (marketer) www.slideshare.net/natriumz
Marketing Management Orientations 1. Production Concept 2. Product Concept 5. Societal Key Concept Marketing Concepts 4. Marketing 3. Selling Concept Concept www.slideshare.net/natriumz
The Selling and Marketing Concepts Contrasts www.slideshare.net/natriumz
Marketing V.S. Production Concept www.slideshare.net/natriumz
Marketing Concept www.slideshare.net/natriumz
MARKETING STIMULATES NEW IDEAS www.slideshare.net/natriumz
Societal Marketing SOCIETAL An organization exists not only to satisfy MARKETING customer wants but also to preserve or enhance individuals’ and society’s long- ORIENTATION term best interests. • Less toxic products • More durable products • Products with reusable or recyclable materials www.slideshare.net/natriumz
Societal Marketing Concept Society (Human Welfare) Societal Marketing Concept Consumers Company (Satisfaction) (Profits) www.slideshare.net/natriumz
Example : www.slideshare.net/natriumz
www.slideshare.net/natriumz
Marketing Mix Customer Solution Distribution Customer Cost Communication www.slideshare.net/natriumz
Marketing Challenges Digital Age Non-profit Marketing EMERGING Ethics and CHALLENGES Globalization Social Responsibility Marketing Relationship www.slideshare.net/natriumz
Criticisms of Marketing www.slideshare.net/natriumz
Reasons for studying Marketing Why Study Marketing ? Important Important Good to to Career Society Business Opportunities + Marketing affects you every day! www.slideshare.net/natriumz
www.slideshare.net/natriumz
Chocolat movie trailler www.slideshare.net/natriumz

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W1 Marketing The Art And Science Of Satisfying Customers

  • 1. MARKETING : THE ART & SCIENCE OF SATISFYING CUSTOMERS Week 1 Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
  • 2. Learning Objectives 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. www.slideshare.net/natriumz
  • 3. 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.net/natriumz
  • 4. 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. www.slideshare.net/natriumz
  • 5. 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.net/natriumz
  • 6. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Markets Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
  • 7. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts www.slideshare.net/natriumz
  • 8. Designing the “right” product www.slideshare.net/natriumz
  • 9. Only the best is good enough for Lexus customers www.slideshare.net/natriumz
  • 11. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts Value, satisfaction, and quality www.slideshare.net/natriumz
  • 12. Value CUSTOMER VALUE The relationship between benefits and sacrifice necessary to obtain those benefits. Perceived Value Customer’s evaluation of the difference between benefits & costs. Customers often do not judge values and costs accurately or objectively. www.slideshare.net/natriumz
  • 13. 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.net/natriumz
  • 14. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
  • 15. Customer relationship It’s not just a laptop. It’s knowing each pilot’s aircraft is fit to fly before an urgent mission www.slideshare.net/natriumz
  • 16. Core Customer and Marketplace Concept Products, services, Needs, wants, and demands and experiences Markets Core Marketing Concepts Value, Exchange, satisfaction, transactions, and quality and relationships www.slideshare.net/natriumz
  • 17. 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.net/natriumz
  • 18. Elements of a Modern Marketing System Company (marketer) Marketing Suppliers End Users intermediaries Company (marketer) www.slideshare.net/natriumz
  • 19. Marketing Management Orientations 1. Production Concept 2. Product Concept 5. Societal Key Concept Marketing Concepts 4. Marketing 3. Selling Concept Concept www.slideshare.net/natriumz
  • 20. The Selling and Marketing Concepts Contrasts www.slideshare.net/natriumz
  • 21. Marketing V.S. Production Concept www.slideshare.net/natriumz
  • 22. Marketing Concept www.slideshare.net/natriumz
  • 23. MARKETING STIMULATES NEW IDEAS www.slideshare.net/natriumz
  • 24. Societal Marketing SOCIETAL An organization exists not only to satisfy MARKETING customer wants but also to preserve or enhance individuals’ and society’s long- ORIENTATION term best interests. • Less toxic products • More durable products • Products with reusable or recyclable materials www.slideshare.net/natriumz
  • 25. Societal Marketing Concept Society (Human Welfare) Societal Marketing Concept Consumers Company (Satisfaction) (Profits) www.slideshare.net/natriumz
  • 28. Marketing Mix Customer Solution Distribution Customer Cost Communication www.slideshare.net/natriumz
  • 29. Marketing Challenges Digital Age Non-profit Marketing EMERGING Ethics and CHALLENGES Globalization Social Responsibility Marketing Relationship www.slideshare.net/natriumz
  • 30. Criticisms of Marketing www.slideshare.net/natriumz
  • 31. Reasons for studying Marketing Why Study Marketing ? Important Important Good to to Career Society Business Opportunities + Marketing affects you every day! www.slideshare.net/natriumz
  • 33. Chocolat movie trailler www.slideshare.net/natriumz