Marketing Concept A firm will tend to perform well when it: – understands the needs and wants of targeted customers and prospective customers; – delivers superior value by meeting those needs and wants through coordinated activities – does this while working toward organizational goals
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Marketing Concept A firm will tend to perform well when it: –understands the needs and wants of targeted customers and prospective customers; –delivers.
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Marketing ConceptA firm will tend to perform well when it:
– understands the needs and wants of targeted customers and prospective customers;
– delivers superior value by meeting those needs and wants through coordinated activities
– does this while working toward organizational goals
Implications of Marketing Concept
• Need to target segments• Need to understand motivations and
behavior of customers and prospects• Need to create an integrated package of
products, services, communications, channels, and prices
• Need to manage so that meeting customer needs drives profits
Benefits of Customer Orientation
• Cost efficiencies• Premium prices• Insulation in crises• Word of mouth • Share of customer – “one-stop shopping”• Ideas for new products• Employee morale• Drawbacks??
Types of Customers
• Individual Consumer• Households (consumers)• Businesses• Non-profit and government organizations
Other Distinctions• Professionals (consumer & business comb.)• Small businesses (businesses similar to consumers)• Intermediaries
Porter’s Value Chain
Support Activities
Direct Activities
Offering Target
Customers
ProductServiceImageComm.Channl Utils.Price
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INFRASTRUCTURE
HUMAN RESOURCES & DEVELOPMENT
TECHNOLOGY & DEVELOPMENT
PROCUREMENT
SUPPORTACTIVITIES
DIRECTACTIVITIES
PORTER’S VALUE CHAIN
Value Concepts• Value = sum of benefits minus sum of costs
– Implication: value can be increased by raising benefits or reducing costs
• Value is Perceived Value in the eyes of prospects and customers– Implication: vendor’s view of value may be
different than prospects’ / customers’ view– A Reality: perceptions may be malleable, but
ultimately rely on experienced performance
Implications of Value Chain + Definitions
• Segments exist• Value comes from more than product• Markets change concurrently with
technology change => uncertainty• Marketing must be involved in product
design and strategy• Best technology does not always “win,” but• Technology can be the reason you lose
PART IV: CONSUMER DECISION PROCESSPART IV: CONSUMER DECISION PROCESS
Customer decision process
ProblemRecognition
InformationSearch
Alternative Evaluationand Selection
Outlet Selection and Purchase
Post-purchaseProcesses
Effect of Purchase Involvement
• Complexity of decision process varies with purchase involvement– Nominal decision making– Limited decision making– Extended decision making
• Related, but not the same as Product Involvement
Types of Consumer DecisionsTypes of Consumer Decisions
Purchase involvementPurchase involvement is the level of concern for, or interest in, the purchase process.
Triggered by need to consider a particular purchase.
A temporary state influenced by the interaction of individual, product, and situational characteristics.
Types of Decision MakingTypes of Decision Making
1.1. Nominal Decision MakingNominal Decision Making
• Brand Loyal Purchases
• Repeat Purchases
2.2. Limited Decision MakingLimited Decision Making
3.3. Extended Decision MakingExtended Decision Making
The Process of Problem RecognitionThe Process of Problem Recognition
The Process of Problem RecognitionThe Process of Problem Recognition
Types of Consumer ProblemsTypes of Consumer Problems
Active Problem Active Problem
An active problemactive problem is one the consumer is aware of or will become aware of in normal course of events.
Marketing strategyMarketing strategy:
Only require marketer to convince consumers that its brand is the superior solution.
Inactive Problem Inactive Problem
An inactive probleminactive problem is one of which the consumer is not aware.
Marketing strategyMarketing strategy:
Marketer must convince consumers that they have the problem AND that their brand is a superior solution.
Marketing Strategy and Problem Marketing Strategy and Problem RecognitionRecognition