customer reationship

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CREATINGCUSTOMER

RELATIONSHIP

S AND VALUETHROUGH

MARKETING

CHAPTER

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A Phi losophy

An Att i tude

A Perspective

A Management

Orientat ion

A Set of Ac tivi t ies,

inc lud ing:

Products

Pricing

Promotion

Distribution

WHAT IS MARKETING?


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WHAT IS MARKETING?

Marketing = Using Exchanges to Satisfy Needs

American Marketing Association Definition

Marketingis the process of planning and

executing the conception, pricing, promotion,and distribution of ideas, goods, and services

to c reate exchangesthat satisfy individual and

organizational goals.


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The Concept of Exchange

The idea that people give up

something to receive something

they would rather have.

Both buyer and seller are better

off after the trade.


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MarketAll people with both the desire andability

to buy a specific product

Target MarketOne or more subgroups I can satisfy

WHO DO I AIM AT?


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THE CONTROLLABLE MARKETING FORCES

Price

Promotion

Place

Product

The Four Ps

-the arrow


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Social

Natural

Economic

Technologic

Political and Legal

Competitive

External

EnvironmentalFactors

THE UNCONTROLLABLE MARKETING

FORCES

Helps identify market opportunities


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FIGURE 1-A Summary of factors that affect

an organizations marketing program


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FIGURE 1-4 Marketings task: satisfying

consumer needs


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HOW MARKETING BECAME

SO IMPORTANT

Evolution of the Market Orientation

Production Era

Societal Era

Sales Era

Marketing Concept Era


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Orientation Key Ideas

Production

Sales

Market

Societal

Focus on efficiency of internal operations

if we make it, they will buy it

Focus on satisfying customer needs and wantswhile meeting objectives - if they will buy it, wewill make it

Focus on satisfying customer needs andwants while enhancing individual and

societal well-being. I.e.-mfg using recyclables

Focus on aggressive sales techniques andbelieve that high sales result in high profits

MARKETING MANAGEMENT

PHILISOPHIES


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FIGURE 1-B Four different orientations in

the history of American business

Societal


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Who Buys and Uses What Is Marketed?

Ultimate Consumers

Organizational Buyers

THE BREADTH & DEPTH OF MARKETING

What Is Marketed?

Goods Services Ideas


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HOW DO CONSUMERS BENEFIT

Utility

the benefits or customer value receivedby users of the product


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Offer products that perform

Give consumers more than they expect

Avoid unrealistic pricing

Give the buyer facts

Offer organization-wide commitment in service

and after-sales support

Customer value-benefits received by targeted buyersthat include quality, price, convenience, on-time

delivery, and both before-sale and after-sale service.

HOW TO DELIVER VALUE


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Meet or exceed customers expectations

Provide solutions to customers problems

Cultivate relationships,

NOT one-time transactions

KEEPING THE CUSTOMER SATISFIED


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1.What is marketing?

A: Marketing is an organizational

function and a set of processes forcreating, communicating, and

delivering value to customers and for

managing customer relationships inways that benefit the organization

and its stakeholders.

Concept Check


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Concept Check

1. An organization cant satisfy theneeds of all consumers, so it must

focus on one or more subgroups,

which are its ____________.target markets


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Concept Check

2.What are the four marketing mixelements that make up the

organizations marketing program?

A: product, price, promotion, place


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Concept Check

3.What are environmental forces?

A: Environmental forces are those that

the organizations marketingdepartment cant control. These

include social, economic,

technological, competitive, andregulatory forces.


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Concept Check

1. What are the two key characteristicsof the marketing concept?

A: (1) strive to satisfy the needs ofconsumers (2) while also trying to

achieve the organizations goals.


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Concept Check

2. What is the difference between goodsand services?

A: Goods are physical objects whereasservices are complex intangible

items, such as legal advice, a college

education, or airline travel.


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Exchangeis the trade of things of value

between buyer and seller so that each is

better off after the trade.

Exchange


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A marketconsists of people with both the

desire andability to buy a specific

product.

Market


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Customer value is the unique

combination of benefits received

by targeted buyers that includes quality,

price, convenience, on-time delivery, and

both before-sale and after-sale service.

Customer Value


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The marketing concept is the idea that

an organization should (1) strive to satisfy

the needs of consumers (2) while also

trying to achieve the organizations goals.

Marketing Concept


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An organization that has a market

orientation focuses its efforts on

(1) continuously collecting information

about customers needs, (2) sharing this

information across departments, and

(3) using it to create customer value.

Market Orientation


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The societal marketing concept is the

view that an organization should satisfy

the needs of consumers in a way that

provides for societys well-being.

Societal Marketing Concept


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Organizational buyers are those

manufacturers, wholesalers, retailers,

and government agencies that buy goods

and services for their own use or for

resale.

Organizational Buyers


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Utility is the benefits or customer value

received by users of the product.

Utility

customer reationship

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