Embed Size (px)
Citation preview
What Is Marketing?
TRIHADI PUDIAWAN ERHAN - [email protected] -
Universitas Pembangunan JayaProgram Strata Satu
© August 2014
What is marketing?The process by which companies create value for customers and build
strong customer relationship in order to capture value from customer in return. (Kotler & Armstrong)
Understand the
marketplace and
customer needs & wants
Designs customer-
driven strategy
Construct an integrated marketing program
that delivers superior
value
Build profitable
realtionship and create customer
deligt
Capture value from
customer to create profit
and customer
equity
Create value for customers andbuild customer relationship
Capture value from customer
in return
The Customer
Company Consumers
NEEDS
WANTS
DEMAND
PRODUCSTS
SERVICES
INFORMATION
EXPERIENCE
MARKET OFFERINGS
The Marketplace
Suppliers
Company
Market Intermediaries Consumers
Competitors
Customer-DrivenMarketing Strategy
What is marketing management?
The art and science of choosing target markets and building profitable relationship with them.
(Kotler & Armstrong)
CHOOSING CUSTOMER
AQUIRING CUSTOMER
RETAINING CUSTOMER
UNDERSTANDING CUSTOMER
STP
IMC
CRM
Selecting Customer To Serve
What customer will we serve?
How can we serve these customer best?
Selecting Customer To Serve
What customer will we serve?
Segmenting & Targeting
Selecting Customer To Serve
How can we serve these customer best?
Value Positioning
Integrated Marketing Communication
4 P’s
PRODUCT
PRICEPLACE
PROMOTION
Customer Relationship Management
CUSTOMER RELATIONSHIP MANAGEMENTThe overall process of building and maintaining profitable customer
relationship by delivering superior
customer value & customer satisfaction
Customer Relationship Management
CUSTOMER RELATIONSHIP MANAGEMENTThe overall process of building and maintaining profitable customer
relationship by delivering superior
customer value & customer satisfaction
Customer Relationship Management
CUSTOMER RELATIONSHIP MANAGEMENTThe overall process of building and maintaining profitable customer
relationship by delivering superior
customer value & customer satisfaction
Customer-Perceived ValueThe customer’s evaluation of the difference betweenall the benefits and all the cost of a marketing offerrelative to those of competing offers
Customer Relationship Management
CUSTOMER RELATIONSHIP MANAGEMENTThe overall process of building and maintaining profitable customer
relationship by delivering superior
customer value & customer satisfaction
Customer SatisfactionThe extent to whicha product’s perceived Performance matches a buyer’s expectation
Customer Relationship Management
Customer-managed relationshipMarketing relationships in which customers, empowered by today’s new digital technologies, interact whith companies and with each other to shape their relationships with brands
Consumer-generated marketingBrand exchanges created by consumer themselves–both invited and uninvited—
by which consumers are playing an increasing role in shaping their own brandexperiences and those of other consumers
Customer Relationship Management
Customer Relationship Management
Why should brand build good relationshipwith their consumers?
To win their more SHARE OF CUSTOMER!!!
Larger CUSTOMER LIFETIME VALUE!!!
Bigger CUSTOMER EQUITY!!!
Understand the
marketplace and
customer needs & wants
Designs customer-
driven strategy
Construct an integrated marketing program
that delivers superior
value
Build profitable
realtionship and create customer
deligt
Capture value from
customer to create profit
and customer
equity
Create value for customers andbuild customer relationship
Capture value from customer
in return
© February 2014
