cours 1 - defining marketing
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Defining Marketing for Defining Marketing for the 21the 21stst Century Century
Bibliography
Marketing management, 13th ed., Kotler & Dubois
Principles and practice of marketing, 6th ed., David jobber
B. Berthon (124)
boris.berthon@univ-paris12.fr
EPREL: online resources
What is Marketing?
Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.
Marketing is, therefore, the organization function charged with defining customer targets and the best ways to satisfy their needs and wants competitively and profitably.
As a consequence, marketing management is the process of planning and executing the conception, pricing, promotion and distribution of products and services to create exchanges that satisfy individual and organisational goals.
The Scope of Marketing
Places Properties Organizations Information Ideas
Goods Services Experiences Events Persons
The marketer’s basic skill lies in influencing the level, timing, and composition of demand for all these types of entities.
The Decisions marketers Make
Consumer Markets
Business Markets
Global Markets
Non-profit and Governmental Markets
Establishing a superior brand image
Demonstrating how their product will help business customers
Adapting and/or standardizing the marketing mix
Price carefully
The Marketing concept
Marketing ConceptThe achievement of corporate goals
through meeting and exceeding customer needs 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
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
Evolution of the Marketing Concept
Production Orientation
Customers
Production capabilities
Manufacture product
Aggressive sales effort
Marketing Orientation
Customer needs
Potential market
opportunities
Marketing products and
services
Customers
The Customer Concept
Company orientations toward the marketplace
Toyota
Toyota’s Optimal Drive technology
provides customer benefits of enhanced performance, lower emissions and better
fuel economy.
The Marketing plan
Segmentation
Market survey
Identifying needs and wants
Choosing a target market(s)
Developing a market offering
Measuring outcomes
Product PricePlace
Targeting
Positioning
Promotion
Who are my competitors? What do they offer in this market? How the market is ruled?
Competition
Brand competitionBrand competition
Industry competitionIndustry competition
Generic competitionGeneric competition
Broad environment
Actual and potential rival offerings and substitutes that a buyer might consider
Similar product and services to the same customers at similar prices
Same product or class of products
Products that supply the same service
Demographic, economic, natural, technological, political/legal, and social/cultural
Who are the customers? What do they need and want? What is their buying behavior like?
Needs
Wants
Demands
Basic human requirements
Needs directed to specific objects that might satisfy the need
Wants for specific products that are backed by an ability and willingness to buy them
Which of the customers can I the best satisfy profitably and competitively?
Undifferentiated marketing
Differentiated marketing
Concentrated marketing
No specific target markets
At least two target markets
Only one target market
How to create customer value?
Value, Cost, and Satisfaction
Value = Benefits / CostValue = Benefits / Cost
Benefits are Benefits are functionalfunctional and and emotionalemotional
Costs are Costs are monetarymonetary, , timetime, , energyenergy, and , and psychicpsychic
Creating Customer Value
Product benefitsService benefitsRelational benefitsImage benefits
Monetary costsTime costsEnergy costsPsychological costs
Customer value
Perceived benefits
Perceived sacrifice
Positive Negative
Creating Customer Value
Creating Customer Satisfaction
Delight
Neutral
DissatisfactionAbsent Fulfilled
Presence of the characteristic
Cus
tom
er s
atis
fact
ion
‘Delighters’
‘More is better’
‘Must be’
What place the product does hold in the consumer’s mind?
Why?
Who?
When?
Against who?
Which of the product’s features to emphasize?
Who is buying the product?
When and where do consumers use the product?
Who are the main competing products?
The Four P Components of the Marketing Mix
Apple: iPod
Apple has extended the iPod brand to cater for diverse customer requirements.
Lucozade Sport Hydro Active
This ad for the brand Lucozade Hydro Active, highlights the benefits of products to individuals engaged in physical
activity.
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
Customer needs
Key customer requireme
nts
Competitive advantage
Marketing mix
Marketing Mix and Customer Needs
PsychologicalEconomic
Customer needs
PerformanceAvailabilityReliabilityDurabilityProductivity
Self-imageQuiet lifePleasureConvenienceRisk reduction
Customer needs
Key customer
requirements
Competitive advantage
Marketing mix
Marketing Mix and Customer Needs
ProductPricePromotionPlace
Marketing mix
American Express Red Credit Card
The credit card AMEX red is for consumers concerned about
the ethical issue in the purchase.
The relationship between market orientation and profitability
Copyright © 2003 Prentice-Hall, Inc.
Forming buyers club
Copyright © 2003 Prentice-Hall, Inc.
Advertising places
Copyright © 2003 Prentice-Hall, Inc.
Advertising organizations
Copyright © 2003 Prentice-Hall, Inc.
Advertising information
Copyright © 2003 Prentice-Hall, Inc.
Copyright © 2003 Prentice-Hall, Inc.
Copyright © 2003 Prentice-Hall, Inc.
Advertising people
Copyright © 2003 Prentice-Hall, Inc.
Copyright © 2003 Prentice-Hall, Inc.
Advertising experiences
Copyright © 2003 Prentice-Hall, Inc.
Copyright © 2003 Prentice-Hall, Inc.
Volvo develops its cars for the target market o f environmentally buyers whom automobile safety is a major concern
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