CHAPTER1,2,5: CustomerValueandSatisfaction

KeyMarkets
Consumermarkets Businessmarkets Globalmarkets
Nonprofit/Governmentmarkets

ProductflowandtypeofMarkets
Supplier

Manufacturer Business Market(BB) Distributor

CB

Retailer Consumer Market(BC)

CC

Customer

7Ps
Price Product
Variety Quality Design Features Brand Services Packaging Basicprice Payments Credit Discounts

Place
Channel Coverage Location Inventory Transport

Marketing Mix(isthesetof
marketingtoolsthatthe firmsusestopursueits marketingobjectivesin thetargetmarket) Process People

Physical environment
Culture Facilities

Promotion
SalesPromotion Advertising Directmarketing CSR

Communication process Servicedelivery process

Employees Management External stakeholders

UnderstandingCustomerValue
PerceivedValue/Experience<Expectation

PerceivedValue/Experience=Expectation

PerceivedValue/Experience>Expectation

Howwecanmeasurecustomersatisfactionlevel?

WhydoweneedourCustomertobe satisfied
ASatisfiedcustomer
Stays loyal longer Buys more as the company introduces new products and services Talks favorably about the company and the brands Offers ideas to the company Cost is low

RelationshipMarketingisthekeyto retainingcustomers
CustomerDevelopmentplan Levelsofresponsesinbuildingrelationship

CustomerDevelopmentplan
Disqualified prospects

Suspects

Prospects

Firsttime Customer

Repeat Customer

Clients

Members

Advocates

Partner

Inactive/ex customer

PortersValueChainModel

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CHAPTER:2 Developing Marketing Strategies and Plans

WhyMarketingisStrategically important
Marketislotmore
Openandwider Competitiveandcomplex Dynamicanddemanding Dependant Customercentric

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RedVsBlueOceanStrategy???

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RedOceanStrategy: Competeinexistingmarketspace
Beatthecompetition Exploitexistingdemand

BlueOceanStrategy:
Createuncontestedmarketspace Makethecompetitionirrelevant Createandcapturenewdemand

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Examplesofmissionstatement
Dell:Dell'smissionistobethemostsuccessfulcomputer
company intheworldatdeliveringthebestcustomer experience inmarketsweserve.

Honda:Maintainingaglobalviewpoint,wearededicated
tosupplyingproductsofthehighestquality,yetata reasonablepriceforworldwidecustomersatisfaction

Nike:Tobringinspirationandinnovation toeveryathlete*
intheworld. *"Ifyouhaveabody,youareanathlete." BillBowerman

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2.EstablishingStrategicBusinessUnits
ProductOrientationvs.MarketOrientation Company
IBM

Product
We manufacture hardware and software We make copying equipment We sell gasoline We make movies

Market
We build network

Xerox Standard Oil Columbia Pictures

We improve office productivity We supply energy We entertain people

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ExamplesofSBUs
GEAppliances GEElectricdistribution GEDigitalEnergy GECapital GEConsumerelectronics GETechnologyInfrastructure GEAviation GETransportation GEOil&Gas GEHealthcare GEHome&BusinessSolutions

GEEnergy

GEWater&processtechnology GEConsumerfinance GELeasing

GERealestatefinancing
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3.AssignresourcestoSBUs
Identifyeachandeveryresources Portfolioevaluationmodel 1.BostonConsultingGroups
2.GeneralElectricApproach

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TheBostonConsultingGroups/GrowthShare Matrix

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GeneralElectricApproach/MultifactorPortfolio Analysis
Strong MARKETATTRACTIVENESS High Low Medium BUSINESSSTRENGTH Medium
Investtobuild

Weak
Buildselectively

Protectcurrentposition

Buildselectively

Selectively/ Manageforearnings

Harvest

ProtectandReinforce

ManageforEarnings

Divest

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Thank You

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CHAPTER:4 ConductingMarketingResearchand ForecastingDemand

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MarketingInformationSystem (MIS)
MISconsistsofpeople,equipmentand procedure togather,sort,analyze,evaluate anddistributeneeded,timelyandaccurate informationtomarketingdecisionmakers.

SourcecanbeeitherPrimary orSecondary

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MarketingResearch
Isthesystematicdesign,collection,analysisand reportingofdataandfindingsrelevantto specificmarketingsituationfacingthecompany.

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MarketingResearchProcess
Definetheproblemandobjectives

Developtheresearchplan(ReMe)

CollecttheInformation

AnalyzetheInformation

FindingsandConclusion

Actionandfollowup
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ResearchMethodology
Typeofresearch Samplingplan
Sample Samplesize Probabilityandnonprobabilitysampling

Datacollectionplan
Typeofdata Source Method Instrument
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TypesofMarketingEnvironment
MicroInternal:Organizationstructure,policy,strategy,employees Microexternal: Customer,supplier, competitors,intermediaries, Shareholders,Creditors

Macro.

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Thank You

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CHAPTER:6 AnalyzingConsumerMarket

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Marketingeffortstomeetdiversified consumers

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Culturaldiversity
In China, white is the color of mourning and brides wear red. In USA black is the symbol of morning and brides wear white NOVA an economical brand of GM literally means doesn't go in Spanish Pepsi had to change its color of coolers and vending equipments from deep regal blue to light ice blue in Southeast Asia as this color is associated with death and morning in this part
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TypesofBuyingBehavior
High Involvement Significant differences between brands Few differences between brands Low Involvement

Complex Buying Behavior DissonanceReducing Buying Behavior

VarietySeeking Behavior Habitual Buying Behavior

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Factorsdeterminingthelevelof involvement
Previousexperience Interest Perceivedriskofnegativeconsequences Situation Socialvisibility

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Learning
Psychodynamictheory

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Thank You

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CHAPTER:7 AnalyzingBusinessMarkets

BusinessMarketandConsumer Market
Characteristics
Demand Purchasevolume No.ofcustomers Locationofbuyers Distribution structure Natureofbuying Typeof negotiations Useofreciprocity Useofleasing Primarypromotional method

BusinessMarket
Organizational Large Fewer Geographicallyconcentrated Moredirect Moreprofessional Morecomplex Yes Greater Personalselling

ConsumerMarket
Individual Smaller Many Dispersed More indirect Morepersonal Simpler No Lesser Advertising

Thank You

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