marketing lec 1-3

8/18/2019 marketing Lec 1-3

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Copyright © 2015 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – !"1#"$002$$ % Ar&strong % Prin'iples of areting $e*lide 1

Foundations ofMarketing

MKTG 1001

University of Newcastle

Dr. Kym Cowley


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People in the CourseCourse Coordinator

+r, -y& Co.ley/ffi'e *110

el $12 #21!#!1

&ail -y&,Co.ley3ne.'astle,edu,au

Teaching Staff

-y& Co.ley y&,'o.ley3ne.'astle,edu,au

4a'ui Calvo 6a'ui,'alvo3ne.'astle,edu,au

7i&ay -alyani ni&ay,alyani3ne.'astle,edu,au4i& 4a'son 6i&,6a'son3ne.'astle,edu,au

And you8

mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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Copyright © 2015 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – !"1#"$002$$ % Ar&strong % Prin'iples of areting $e*lide ##

his Course has **7;AL C:;:;AF

;n order to pass this 'ourse ea'h student .ill need to

1. submit all assessment tasks, AND

2, a'hieve a &ar of at least 50 per'ent for all individual assessmentscombined (that is at least 95%!0), ?ou do not have to pass ea'h ite&,

A7+

3. Achieve at least 50% in the course overall.


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*lide 55

Learning /ut'o&es for the .hole 'ourse are

o ensure that you 'an

1, +is'uss ey 'on'epts and prin'iples of &aretingH2, ;dentify and eBplain &ain fa'tors involved in understanding the

&aretpla'eH

9, Inderstand the steps involved in &areting planningH

#, Analyse 'o&ponents of the &areting &iB and

5, A''ess analyse evaluate and synthesie infor&ation appropriate for

&areting a'tivities,$, Jor 'olla@oratively to 'hallenge and develop ideas and to 'o&&uni'ate

out'o&es in @oth oral and .ritten 'onteBts



*lide $$

Jhat ;s aretingK

An a'tivity set of institutions and pro'esses for 'reating'o&&uni'ating delivering and eB'hanging offerings that havevalue for 'usto&ers 'lients organisations and so'iety at large,


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Jhat is aretingK


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Jhat is the areting Pro'essK


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A:-* – Jhat is a aretK

A Market is a set of 'urrent and potential 'usto&ers, A Marketplace is the situation in .hi'h a &aret is

lo'ated, his &ay influen'e the @ehaviour of the&aret,

An ;ndustry is a group of sellers,


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Custo&er needs .ants and de&ands

7eeds

Jants

+e&ands

http%%...,youtu@e,'o&%.at'hKvMJ6NdPgl;

http://www.youtube.com/watch?v=TWjkEZdPglIhttp://www.youtube.com/watch?v=TWjkEZdPglI



*lide 1111

7eeds Jants and +e&ands (1)

Ou&an needs are the &ost @asi' 'on'ept underlying &areting,•Ou&ans have &any 'o&pleB needs in'luding physiological, psychological, & social

needs.

•areters sti&ulate rather than 'reate these needs they are part of hu&an &ae up,

•Jhen a need is not satisfied a person .ill either try to redu'e the need or loo for ano@6e't that .ill satisfy it,

•People in less e'ono&i'ally developed so'ieties &ight try to redu'e their desires andsatisfy the& .ith .hat is availa@le,

•People in industrial so'ieties &ight try to develop o@6e'ts that .ill satisfy their needs,

Jhat is EALIK Oo. do ;ndividuals



*lide 12

Jhat is EALIK Oo. do ;ndividuals&easure EalueKCusto&er Ealue M >enefits – CostsMaslow’s Hierarchy of

Needs



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Jants are the for& taen @y hu&an needs and areshaped @y 'ulture and individual personality,•=or eBa&ple a hungry person in Australia *ingaporeor Oong -ong &ight .ant so&ething different for

lun'h fro& a hungry person in the *outh Pa'ifi',• As a so'iety evolves the .ants of its &e&@erseBpand,

•areters try to provide &ore .antsatisfying goods

and servi'es,


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1#


+e&ands are the hu&an .ants that are @a'ed up @y @uying po.er,•Custo&ers vie. produ'ts as @undles of @enefits and 'hoose the produ'ts that give the&

the @est @undle for their &oney,

•/utstanding 'o&panies go to great lengths to learn a@out and understand their'usto&ersQ needs .ants and de&ands,

•hey 'ondu't 'usto&er resear'h analyse and &onitor 'usto&er @ehaviour 'o&plaintsinuiry .arranty and servi'e perfor&an'e data,

•Inderstanding 'usto&er needs .ants and de&ands in detail provides i&portant inputfor designing &areting strategies,


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aret offerings Goods servi'es andeBperien'es

Custo&er needs and .ants are fulfilled through &aret offerings

© Monkey Business Images | Dreamstime.com


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1$

aret /fferings RProdu'tsS are Goods*ervi'es Bperien'es ;deas,

• A &aret offering is a produ't that is so&e 'o&@ination of goods servi'eseBperien'es and ideas that 'an @e offered to a &aret to satisfy a need or.ant,

• A produ't in'ludes physi'al o@6e'ts servi'es persons pla'es ideas andorganisations, Anything that satisfies a need 'an @e 'alled a produ't,

•areters often use the eBpression goods and servi'es to distinguish

@et.een tangi@le and intangi@le ones, Oo.ever these should @e vie.ed as'ontinuu& and not as a @asi' di'hoto&y,

Cli' on this lin to visit the :affles *ingapore Ootel .e@site

his is a good eBa&ple of a produ't that in'orporates all ele&ents of goodsservi'es and eBperien'es,

http://www.raffles.com/EN_RA/Property/RHS/http://www.raffles.com/EN_RA/Property/RHS/


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Custo&er Per'eived Ealue and *atisfa'tion

1, Custo&er per'eived value is the differen'e @et.een the values the 'usto&ergains in o.ning and using a produ't and the 'osts asso'iated .ith o@taining theprodu't, (EM>C)

2, Custo&er *atisfa'tion is the eBtent to .hi'h a produ'tQs per'eived perfor&an'e&at'hes a @uyerQs eBpe'tations,

;s this transa'tion resulting in 'usto&er satisfa'tionK

http%%...,youtu@e,'o&%.at'hKfeatureMends'reenD7:M1DvM9>J2N'os

http://www.youtube.com/watch?feature=endscreen&NR=1&v=93BzW2ZcoMshttp://www.youtube.com/watch?feature=endscreen&NR=1&v=93BzW2ZcoMs


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Copyright © 2015 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – !"1#"$002$$ % Ar&strong % Prin'iples of areting $e*lide 1"

earning Acti!ity" What’s your usual supermarket Why !o youvalue it over others As a marketer, ho" "oul! your company assess that

perception o# value $o" miht you "ork to improve customers’ perception o#

value

http%%edu'ationportal,'o&%a'ade&y%lesson%.hatis'usto&ervalue&aretingdefinitionui,ht&l

?our 'usto&er 'osts in'ludedFFK(Costs are ti&e T opportunity 'osts psy'hi' 'osts eg, ris)

he @enefits to you .ereFF,K(>enefits 'ould @e so'ial estee& psy'hologi'al 'onvenien'e (effi'ient use of ti&e there@y redu'ing 'osts)anything that helps to satisfy needs on the aslo. hierar'hy,)

http://education-portal.com/academy/lesson/what-is-customer-value-marketing-definition-quiz.htmlhttp://education-portal.com/academy/lesson/what-is-customer-value-marketing-definition-quiz.htmlhttp://education-portal.com/academy/lesson/what-is-customer-value-marketing-definition-quiz.htmlhttp://education-portal.com/academy/lesson/what-is-customer-value-marketing-definition-quiz.html


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B'hanges transa'tions and relationships

B'hange is the a'tof o@taining a desiredo@6e't fro& so&eone @yoffering so&ething inreturn


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B'hange ransa'tions and :elationships (1)

1, B'hange is the a't of o@taining a desired o@6e't fro&so&eone @y offering so&ething in return,

2, B'hange &eans that people do not need to prey on othersdepend on donations or possess the sills to produ'e everyne'essity for the&selves,

9, B'hange is the 'ore 'on'ept of &areting, =or an eB'hangeto tae pla'e several 'onditions &ust @e satisfied• At least t.o parties &ust parti'ipate and ea'h &ust have

so&ething of value to the other,• a'h party &ust .ant to deal .ith the other and @e free to

a''ept or re6e't an offer,

• a'h party &ust @e a@le to 'o&&uni'ate and deliver,


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B'hange ransa'tions and :elationships (2)

1, A transa'tion is &aretingQs unit of &easure&ent,2, A transa'tion 'onsists of a trade of value @et.een t.o parties,

9, ;n transa'tions it &ust @e possi@le to state that .hat ea'hparty is giving and gaining,

#, :elationship &areting is the pro'ess of 'reating &aintainingand enhan'ing strong valueladen relationships .ith'usto&ers and other staeholders,


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>uilding 'usto&er relationships

Custo&er relationship &anage&ent is the overall pro'ess

of @uilding and

&aintaining

profita@le

'usto&er

relationships

@y delivering

superior

'usto&er valueand satisfa'tion

© Edhar Yralaits |Dreamstime.com


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>uilding 'usto&er relationships

Capturing value fro& 'usto&ers


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earning Acti!ity" Do you have a

relationship with your supermarket Do

they want to have a relationship with you

Jhat are the ele&ents of your relationship .ith your super&aretK1, Are you satisfiedK

2, +o you 'ondu't freuent transa'tionsK

9, +o you favour one super&aret over anotherK

#, JhyK Jhat does your UfavouriteQ &ean to youK

Jhat are the ele&ents of your super&aretQs relationship .ith youK5, Oo. do they try to gain your loyaltyK

$, Oo. have they atte&pted to gain greater share of your spendingK

!, Oo. do they no. .hat you need and .antK Oo. do they a''ess infor&ation a@out youK


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+ i i C t + i ti


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Copyright © 2015 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – !"1#"$002$$ % Ar&strong % Prin'iples of areting $e*lide 2!

+esigning a Custo&er+riven areting*trategy

areting &anage&ent is•he analysis, planning, implementation and control of progra&s designed to create,

communicate and deliver value to customers and facilitate managing customer

relationships in .ays that ena@le the organisation to &eet its o@6e'tives and those ofits staeholders,

A .inning &areting strategy ass !"hat customers will we serve’ and !"ho is our

target market’


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*ele'ting Custo&ers to *erve1, anaging de&and &eans &anaging 'usto&ers .ho 'o&e fro& t.o

groups ne. and repeat 'usto&ers,

#. $eeping e%isting customers is important as the 'ost to attra't ne.'usto&ers is five ti&es as &u'h,

9, areters retain 'usto&ers @y ensuring that @randed goods servi'es andeBperien'es offer intrinsi' value and that there is a sense of eB'ite&ent oren6oy&ent asso'iated .ith the &areting offering and 'o&&uni'ation used,

#, ConteBt is i&portant eB'ite&ent is not al.ays appropriate,

5, he ey to offering eB'ite&ent is involvement and interactivity.


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Choosing a Ealue Proposition1, he organisation &ust de'ide ho. it .ill serve targeted 'usto&ers ho. it .ill differentiate and position

itself in the &aretpla'e,

2, A value proposition is the set of @enefits or values it promises to deliver to 'onsu&ers to satisfy their needs,


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Preparing an ;ntegrated areting Progra&

1, he 'o&panyQs &areting

strategy outlines .hi'h'usto&ers the 'o&pany.ill serve and ho. it .ill'reate value,

2, he integrated &aretingprogra& is developed toa'tually deliver the value totarget 'usto&ers,

9, he progra& @uildsrelationships @ytransfor&ing the strategyinto a'tion it 'onsists ofthe &areting &iB,


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he &areting lands'ape is 'hanging


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*o .hat is &aretingK Pulling it all together


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*o .hat is &aretingK Pulling it all together

marketing lec 1-3

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