marketing: creating and capturing customer valuekisi.deu.edu.tr/ozge.ozgen/w 1 introduction to...
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1
IMPORTANT ISSUES1
Marketing: Creating and Capturing Customer Value
Assist. Prof. Dr. Özge ÖZGEN, 2015, Izmir
Department of International Business and Trade
What is not marketing?3 What is Marketing?
Marketing is managing profitable customer relationships
Satisfying customer needs
Attracting new customers
Retaining and growing current customers
“Marketing” is NOT synonymous with “sales” or
“advertising”
4
What is Marketing?
Process by which individuals and groups obtain
what they need and want through creating and
exchanging products and value with others.
5
Marketing is the delivery of customer satisfaction at a profit.
6Core Marketing Concepts
2
What are Consumer’s Needs, Wants
and Demands?7
•Wants - form that a human need takes as shaped by culture
and individual personality.
•i.e. I want a pizza and a soft drink.
•Demands - human wants backed by buying power.
•i.e. I have money to buy this meal.
•Needs - state of felt deprivation for basic items such as food
and clothing and complex needs such as for belonging.
•i.e. I am hungry.
What Will Satisfy Consumer’s Needs
and Wants?8
Experiences Persons Places
Organizations IdeasInformation
What Can Be Marketed?
Goods
Services
Places
Ideas
Events
Persons
Properties
Organizations
Information
Experiences
9
What is being marketed in this ad?
Al Ain Desert Wildlife Park
Now open till midnight!!!
What is being marketed in these ads?10
How Do Consumers Choose Among
Products and Services?11
Total Quality Management Involves Improving the
Quality of Products, Services, and Marketing Processes
Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is
Customer Satisfaction
Value Gained From Owning a Product and Costs of Obtaining the Product is
Customer Value
12
3
Example: SAMSUNG AD
Premium design
New metal frame
Different colors (Blossom pink etc.)
Powerful performance
Fast charging, 3.7 Mp front camera, 16 Mp rear camera, HD Display etc.
S Pen
Ease of usage (Split screen etc.)
What are the other issues more than product attributes???
Emotions, sharing, socializing, pleasure, happiness etc.
Not just focusing on attributes of the product
14
How Do Consumers Obtain Products
and Services?15
Exchanges
The act of obtaining
a desired object from
someone by offering
something in return
Relationships
Building a Marketing Network
Consisting of The Company
and All Its Supporting
Stakeholders
A Simple Marketing System
1-16
Modern Marketing System17
Suppliers
End UserMarket
MarketingIntermediaries
CompetitorsCompany(Marketer)
Environm
ent E
nviro
nm
ent
Who Purchases Products and Services?18
People Who Exhibit Need
Resources to Exchange
Willingness to Exchange
UnexpectedSituational
Factors
Attitudes of
Others
Ethical
Potential Buyers
Market –Buyers who
share a particular need or want that
can be satisfied through
exchange or relationships.
Actual Buyers
4
Marketing Management
Philosophies19
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
•Consumers favor products that are available and highly affordable.
•Improve production and distribution.
•Consumers favor products that offer the most quality, performance, and innovative features.
•Consumers will buy products only if the company promotes/ sells theseproducts.
•Focuses on needs/ wants of target markets & delivering satisfaction better than competitors.
•Focuses on needs/ wants of target markets & delivering superior value.
Marketing and Sales Concepts
Contrasted20
Societal Marketing Concept21 Unilever Sustainable Living Plan
(USLP)
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