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Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | [email protected]
MARKETING :THE ART & SCIENCE OF SATISFYING CUSTOMERS
Week 1
Learning Objectives
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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”
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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.
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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
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Core Customer and Marketplace Concept
Needs, wants, and demands
Exchange, transactions,
and relationships
Markets
CoreMarketingConcepts
Products, services, and experiences
Value, satisfaction,and quality
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Core Customer and Marketplace Concept
Needs, wants, and demands
CoreMarketingConcepts
Products, services, and experiences
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Designing the “right” product
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Only the best is good enough for Lexus customers
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Core Customer and Marketplace Concept
Needs, wants, and demands
CoreMarketingConcepts
Products, services, and experiences
Value, satisfaction,and quality
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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.
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Satisfaction
CUSTOMER
SATISFACTION
• The feeling that a product met or exceeded the
customer’s expectations.
• Product’s perceived performance relative to
customer’s expectations.
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Core Customer and Marketplace Concept
Needs, wants, and demands
Exchange, transactions,
and relationships
CoreMarketingConcepts
Products, services, and experiences
Value, satisfaction,and quality
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Customer relationship
It’s not just a laptop. It’s knowing
each pilot’s aircraft is fit to fly before
an urgent mission
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Core Customer and Marketplace Concept
Needs, wants, and demands
Exchange, transactions,
and relationships
Markets
CoreMarketingConcepts
Products, services, and experiences
Value, satisfaction,and quality
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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
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Elements of a Modern Marketing System
Suppliers
Company
(marketer)
Company
(marketer)
Marketing
intermediariesEnd Users
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Marketing Management Orientations
Key
Marketing
Concepts
2. ProductConcept
3. SellingConcept
4. MarketingConcept
1. ProductionConcept
5. SocietalConcept
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The Selling and Marketing Concepts Contrasts
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Marketing V.S. Production Concept
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Marketing Concept
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MARKETING STIMULATES NEW IDEAS
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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
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Societal Marketing Concept
Society
(Human Welfare)
Consumers
(Satisfaction)
Company
(Profits)
Societal
Marketing
Concept
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Example :
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Marketing Mix
Customer Solution
Customer Cost Communication
Distribution
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Marketing Challenges
EMERGINGCHALLENGES
Non-profitMarketing
Digital Age
Ethics and Social Responsibility
Globalization
Marketing Relationship
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Criticisms of Marketing
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Reasons for studying Marketing
Why Study Marketing ?
Important
to
Society
Important
to
Business
Good
Career
Opportunities
+
Marketing affects you every day!
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Chocolat movie trailler
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