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Marketing in the Modern Organization
Marketing Concept
The achievement of corporate goals through meeting and exceeding customer needs better than the competition
The Marketing Concept
Customer orientation
Corporate activities are focused upon providing customer satisfaction
Integrated effort
All staff accept the responsibility for creating
customer satisfaction
Goal achievement
The belief that corporate goals can be achieved
through customer satisfaction
Marketing concept
The achievement of corporate goals through meeting and exceeding
customer needs and expectations better than the competition
Customer orientation
Corporate activities are focused upon
providing customer satisfaction
Integrated effort
All staff accept the responsibility for
creating customer satisfaction
Goal achievement
The belief that corporate goals can be achieved through customer satisfaction
MarketingOrientation
Integrated customer
focus
Long run profitsthrough customer
satisfaction
SalesOrientation
Push! Push!Sell! Sell!by promotion
Short term gains in profit via sales increases
Evolution of theMarketing Concept
ProductionOrientationProduction &
assembly line refinement
Profits throughproduction controls
Production Orientation
Customers
Production capabilities
Manufacture product
Aggressive sales effort
Marketing Orientation
Customer needs
Potential market
opportunities
Marketing products
and services
Customers
Marketing Orientated Businesses
INSERT TABLE 1.1
Marketing Orientated Businesses
Efficiency and Effectiveness
Ineffective
Goes out of business quickly
Dies Slowly
Survives
Does wellThrives
Effective
Efficient
Inefficient
Limitations of the Marketing Concept
- The marketing concept as an ideology.- Marketing and society.
- Marketing as a constraint on innovation.- Marketing as a source of dullness.
Creating Customer Value
Product benefitsService benefitsRelational benefitsImage benefits
Monetary costsTime costsEnergy costsPsychological costs
Customer value
Perceived benefits
Perceived sacrifice
Positive Negative
Creating Customer Value
INSERT FIGURE 1.5
Creating Customer SatisfactionDelight
Neutral
DissatisfactionAbsent Fulfilled
Presence of the characteristic
Cus
tom
er s
atis
fact
ion
‘Delighters’
‘More is better’
‘Must be’
The Marketing Mix
- Product
- Price
- Promotion
- Place
An Effective Marketing Mix
Effective marketing
mix
Matches customer needs
Creates a competitive advantage
Well balanced
Matches corporate resources
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix
PsychologicalEconomic
Customer needs
Performance Availability Reliability Durability Productivity
Self-image Quiet life Pleasure Convenience Risk reduction
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix Product
Price Promotion Place
Marketing mix
The Relationship Between Market Orientation and Profitability
INSERT FIGURE 1.9