Principles of marketing

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Principles of Marketing

Creating and Capturing Customer Value

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What is Marketing

“Managing a profitable customer relationship”

Building a lasting

customer relationship based on creating

value

Delivering our

promise of superior value to

customers

Attract new customers

keep growing current

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Value Statement• Wal-Mart “Save Money Live Better”

• Disney “Imagineers”

• Apple “Think Different”

• Galina ““We are committed to provide superior value products to our partners worldwide”

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The Marketing Process

Understand the marketplace and customer needs

and wants

Design a customer driven marketing

strategy

Construct an integrated marketing program that delivers

superior value

Build Profitable relationships and create customer

delightSimple Model of Marketing Process

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Understanding the Marketplace and customer needs

Customer Needs / Wants / Demands

Needs

• State of felt deprivation

• Ex: Fruits and vegetables

Wants

• Culture, personality Shaped

• Cuts, shapes, brine…etc

Demands

• Buying Power• IQF Fruits and

vegetables and other forms for retail/Industries

Market Offering: a combination of products, service, information, experience offered

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Marketing Myopia: The mistake of paying more attention to the specific products the company offers than to the benefits produced by this products !

• …..its not what we sell, its what the customer want!

Try to join your tunnel with the customers’

What we sell : IQF Fruits and Vegetables• What our customers want :

• Production Jam/ice cream/Juice, Other industries, Retail, etc

Remember

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Marketing System

Marketing- in short – involves serving a market of final consumers in the face of competitors.

Each party in this system, adds value, for example, Galina cannot meet its goal of high quality /reasonable price, unless our suppliers (Procurement) provide such high quality products at a convenient price.

Suppliers

Company

Competitors

Marketing Intermediaries

Consumers

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ActivityThink out of the box

Normally, marketing is carried out by sellers, but with today’s digital technologies consumers can do marketing as well.

• How can we reach customers?

• How can customers reach us?

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Designing a Customer-Driven Marketing Strategy

Marketing Management

we need to know:• What’s our target market? (who will we serve)• What’s our value proposition? (How will we serve)

Choosing Target Markets , Building profitable relationship

Marketing Segmentation

Target Marketing

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Nokia Vs. I Phone

Connecting People anyone, anywhere Touching is Believing

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Production concept

The idea that consumers will favor products

that are available and

highly affordable and that the organization

should therefore focus on improving

production and distribution efficiency

Product Concept

The idea that consumers will favor products that offer the most quality, performance,

and features and that the

organization should devote its energy to making

continuous product

improvements

Selling Concept

The idea that consumers will not buy

enough of the firms’

products unless it

undertakes a large – scale selling and promotion

effort

Marketing Concept

The idea that achieving

organizational goals depends

on knowing the needs and wants of target

markets, delivering

satisfaction better than

competitors do

MARKETING MANAGEMENT ORIENTATIONS

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ActivityThink out of the box

What is the best concept / Orientation for Galina to follow?

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Preparing an Integrated Marketing Plan and Program

• Transforming the Marketing strategy into action

• Company use a marketing mix to fulfill a marketing program

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Marketing Mix

• Set of tools that work together to satisfy customer need and build strong customer relationship

ProductCustomer Solution

PriceCustomer Cost

PlaceConvenience

PromotionCommunication

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Building Customer Relationship

“We are committed to provide superior value products to our

partners worldwide”• Satisfied customer buy again and tell others

about the good experience• Dissatisfied customer often switch to a

competitor!• Customer value and customer satisfaction are

key building blocks for developing and managing customer relationship

Customer

Value

Customer Satisfacti

on

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Partner Relationship Management

Working closely with partners inside and outside the company to bring a greater value to customers

outside

InsideEvery employee

must be customer focused, teams from different departments cooperate together to bring company

value

Supply chain management

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Capturing Customer Value

• Customer Relationship Groups

Butterflies True Friends

Strangers Barnacles

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THANK YOU

ANASIA YOUNIS