Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MODULE D
C AIIB
What is Marketing??
Selling? Advertising? Promotions? Making products available in stores? Maintaining inventories?
Marketing = ?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals
American Marketing Association
Marketing = ?
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.
(a collection of sellers)
Industry
Goods/services
Money
(a collection of Buyers)
Market
Information
Marketing = ?
Marketing is the sum of all activities that take you to a sales outlet. After that sales takes over. Marketing is all about creating a pull, sales is all about push. Marketing is all about managing the four Ps
product price place promotion
Promotion Communication
7
Sales
trying to get the customer to want what the company produces
Marketing
trying to get the company produce what the customer wants
Goods Services Events Experiences Personalities Place Organizations Properties Information Ideas and concepts
Products, Utility, Value & Satisfaction Exchange, Transactions & Relationships Markets, Marketing & Marketers.
10
Products
Markets
11
Need food ( is a must ) Want Pizza, Burger, French fry's ( translation of a need as per our experience ) Demand Burger ( translation of a want as per our willingness and ability to buy ) Desire Have a Burger in a five star hotel
12
Marketing Triangle
Customers
Company
Competition
13
Who is a Customer ??
CUSTOMER IS . . . . .
Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that satisfies a want or a need
14
Customer
CUSTOMER has needs, wants, demands and desires Understanding these needs is starting point of the entire marketing These needs, wants arise within a framework or an ecosystem Understanding both the needs and the ecosystem is the starting point of a long term relationship
15
16
17
Benefit
Cost
18
Strategic Marketing
Strategic marketing management is concerned with how we will create value for the customer Asks two main questions
What is the organizations main activity at a
20
Strategic Planning
Strategic Planning is the managerial process of creating and maintaining a fit between the organizations objectives and resources and the evolving market opportunities.
Also called Strategic Management Process All organizations have this Can be Formal or Informal
21
22
Threat analysis)
Business Mission
Goal Formulation
Internal Environment
(Strength/ Weakness analysis)
23
Strategy Formulation
Environmental Analysis Competitor Customer Supplier Regulatory Social/ Political Internal Analysis Technology Know-How Manufacturing Know-How Marketing Know-How Distribution Know-How Logistics Opportunities & Threats Strength & Weaknesses Identity Core Competencies
Identify opportunity
Firm Strategies
24
25
People Process
Marketing Strategy
Target Market Strategy
Marketing Mix
Product Promotion Place/Distribution Price
27
Marketing Environment
Why a product like radio declined and now once again emerging as an entertainment medium ?
29
What Were the Drivers of This Change ? Technology ? Government policy ? Other media substitutes ?
30
HMT vs. Titan HLL vs. Nirma Bajaj vs. Honda Dot.com boom, then bust and now resurgence Market leadership today cannot be taken for granted.New and more efficient companies are able to upstage leaders in a much shorter period.
31
32
Physical / Natural
Economic Conditions
Competition
Target Market
Political & Legal Factors
Environmental Scanning
Technology
33
The macro-environment
is the assessment of the external forces that act upon the firm and its customers, that create threats & opportunities
34
Product
35
Product is . . . . .
Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need
36
Types of Products
PRODUCTS
Consumer Products
Services
Industrial Products
37
Product Item
Product Line
Product Mix
Product Mix
Width how many product lines a company has
39
Toiletries
Series Adorn Toni Right Guard Silkience Soft and Dri Foamy Dry Look Dry Idea Brush Plus
Writing instruments
Paper Mate Flair S.T. Dupont
Lighters
Cricket S.T. Dupont
40
A process that creates benefits by facilitating a desired change in customers themselves, or their physical possessions, or intangible assets
41
Lodging
Restaurants, bars, catering
Education
Wholesaling and retailing Laundries, dry-cleaning
Insurance
News and entertainment Transportation (freight and passenger)
42
Classification of Services
Banking
Good Transportation Major Service with Minor Product Business Hotels Product = Service Computers Major Product with Minor Services Materials / Components
Intangibility Services are intangibility cannot be seen, tasted, felt, heard or smelled before purchase. Inseparability - Services are produced and consumed simultaneously. Variability or Heterogeneity Services are highly variable Perishability Services cannot be stored.
44
45
Product elements Place, cyberspace, and time Process Productivity and quality People Promotion and education Physical evidence Price and other user outlays
46
47
3. 4. 5.
The purpose of a company is to create a customerThe only profit center is the customer. A business has twoand only twobasic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs. The aim of marketing is to make selling unnecessary. While great devices are invented in the Laboratory, great products are invented in the Marketing department. Marketing is too important to be left to the marketing department.
48
Ability to add value and to differentiate as a firm focuses more on the top levels
49
It is absolutely essential that marketers have a detailed understanding of consumers, their needs and wants. Much happens before and after the sale to affect customer satisfaction
50
51
New Economy
Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard
Focus on stakeholders Everyone does the marketing Build brands through performance Focus on customer retention Measure customer satisfaction and retention rate Under-promise, over-deliver
52
53
Myth 1 The larger the range of products, the more customer-centric I am.
54
55
using instantly. - Give a customer a card and he will learn how to play with it immediately
56
57
Mythbuster Selling focuses on the needs of the seller; marketing on the needs of the buyer.
59
Mythbuster Trust is not a differentiator at all it is the very minimum that the customer expects!!
60
Technology ?
Brand ?
61
products -
Customer Service !
62
63