pertemuan ke 4 satisfaction and value
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Pertemuan ke-4-Satisfaction and valueTRANSCRIPT
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1Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
1An Overview of Marketing
Satisfaction, Value, And CRM
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2Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Learning ObjectivesLearning Objectives
1. Describe four marketing management philosophies
2. Discuss satisfaction, value
3. Discuss CRM and e-CRM
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3Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
What Is Marketing?What Is Marketing?
American Marketing Association Definition
Marketing is an organizational function and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.
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4Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
MarketingMarketing
1
Product
Price
Place
Promotio
n
ExchangeExchangeA BA B
Delivering value
Communicatingvalue
Creating value
Customer value and beneficial relationships
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5Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
The Concept of ExchangeThe Concept of Exchange
Necessary Conditions for
Exchange
Necessary Conditions for
Exchange
At Least Two PartiesAt Least Two Parties
Something of ValueSomething of Value
Communication and DeliveryCommunication and Delivery
Freedom to Accept or RejectFreedom to Accept or Reject
Desire to Deal With Other PartyDesire to Deal With Other Party
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6Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Exchange may not take place even if conditions are met
An agreement must be reached
Marketing occurs even if exchange does not take place
The Concept of ExchangeThe Concept of Exchange
1
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7Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
CompetingCompetingPhilosophiesPhilosophiesCompetingCompeting
PhilosophiesPhilosophies
ProductionProduction
SalesSales
MarketMarket
Societal MarketingSocietal Marketing
Marketing Management Marketing Management PhilosophiesPhilosophies
2
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8Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
The Marketing ConceptThe Marketing Concept
Focusing on customer wants and needs to distinguish products from competition
Integrating all the organization’s activities to satisfy customer wants and needs
Achieving the organization’s long-term goals by satisfying customer wants and needs
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9Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Marketing Management Marketing Management PhilosophiesPhilosophies
2
ProductionProduction
SalesSales
MarketingMarketing
SocietalSocietal
What can we make or do best?What can we make or do best?
How can we sell more aggressively?How can we sell more aggressively?
What do customerswant and need?
What do customerswant and need?
What do customers want and need, and how can we benefit society?
What do customers want and need, and how can we benefit society?
Orientation Focus
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10Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Comparing the Sales and Marketing Comparing the Sales and Marketing OrientationsOrientations
Organization’s focus Firm’s business Those to whom the product is directed Firm’s primary goal
You can compare these orientations against these four categories:
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11Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Perbedaan antara konsep Perbedaan antara konsep penjualan dan pemasaranpenjualan dan pemasaran
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12Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
The Organization’s FocusThe Organization’s Focus
Create Customer
Value
Create Customer
Value
Build Long-Term Relationships
Build Long-Term Relationships
Maintain Customer
Satisfaction
Maintain Customer
Satisfaction
Key Issues in Key Issues in Developing Developing
Competitive AdvantageCompetitive Advantage
Key Issues in Key Issues in Developing Developing
Competitive AdvantageCompetitive Advantage
3
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13Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Customer ValueCustomer Value
The ratio of benefits to the
sacrifice necessary to obtain
those benefits
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14Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Customer Value RequirementsCustomer Value Requirements
Offer products that perform
Give consumers more than they expect
Avoid unrealistic pricing
Give the buyer facts
Offer organization-wide commitment in service and after-sales support
On Linehttp://www.iflyswa.com
3
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15Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
The feeling that a product has
met or exceeded the customer’s
expectations.
Q=P-E
Customer SatisfactionCustomer Satisfaction22
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16Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Maintaining Customer SatisfactionMaintaining Customer Satisfaction
Meet or exceed customer’s expectations
Focus on delighting customers
Provide solutions to customer’s problems
Cultivate relationships,NOT one-time transactions
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17Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Hubungan antara kepuasan pelanggan dengan Hubungan antara kepuasan pelanggan dengan kesetiaan pelanggankesetiaan pelanggan
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18Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Relationship MarketingRelationship Marketing
The name of a strategy
that entails forging (memerlukan
tempaan)
long-term partnerships
with customers, both individuals
and firms.
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19Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Relationship MarketingRelationship Marketing
RequirementsRequirementsfor for
Building Building RelationshipsRelationships
RequirementsRequirementsfor for
Building Building RelationshipsRelationships
Who are your customersWho are your customers
What do customers valueWhat do customers value
How do they prefer to interactHow do they prefer to interact
What do they want to buyWhat do they want to buy
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20Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Perbedaan Pemasaran Tradisional Perbedaan Pemasaran Tradisional ddan Relasionalan Relasional
Aspek Pemasaran Tradisional Pemasaran Relasional
Fokus Fokus pada penjualan Fokus pada mempertahankan konsumen
Orientasi Orientasi pada karakteristik produk Orientasi pada manfaat produk
Skala waktu Skala waktu jangka pendek Skala waktu jangka panjang
Komitmen kepada konsumen
Komitmen terbatas Komitmen tinggi
Kontak Kontak dengan konsumen rendah Kontak dengan konsumen tinggi
Kualitas Kualitas adalah urusan bagian operasi Kualitas adalah urusan semua departemen/orang
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Konsep Inti Pemasaran RelasionalKonsep Inti Pemasaran Relasional
Long-term orientation/horizon Commitment and fulfillment of promises Customer share not market share Customer lifetime value (CLV) Two-way dialogue Customization
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22Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
Tujuan Tujuan Pemasaran RelasionalPemasaran Relasional
Tujuan utama Relationship Marketing adalah untuk menemukan life time value (LTV) dari pelanggan. Setelah LTV didapat maka tujuan selanjutnya, bagaimana LTV masing-masing kelompok pelanggan itu dapat terus diperbesar dari tahun ke tahun. Setelah itu, bagaimana menggunakan profit yang didapat dari dua tujuan pertama tadi untuk mendapatkan pelanggan baru dengan biaya yang relatif murah. Dengan demikian tujuan jangka panjangnya adalah menghasilkan keuntungan terus menerus dari dua kelompok pelanggan, yakni: pelanggan sekarang dan pelanggan baru.
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23Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1
E-CRME-CRM
• What is CRM software
• Scope of CRM today
• Economics of customer retention
• Challenges impacting understanding your customer
• Common customer service complaints
• Understanding your customer in the context of CRM
• A CRM solution has wide strategic benefits
• Implementing CRM
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