COSTUMER SATISFICATION AND STRATEGIC PLANNING

ROHMANSYAH ARDIAN PUTRA PRATAMA 180810201001

ERIKA SANTIA AYU 180810201063

MEILENI NURHAYATI 180810201098

Marketing

Define of Marketing:

Marketing is one from the orther business function, it is related with the customers.
Although we will soon explore more detailed definitions of marketing, perhaps the
simplest definition is one: Marketing is engaging customers and managing profitable
customer relationship.

Marketing is not only selling and advertizing, but also make strong relationship with
the customer and create customer value to satisfaction, so the customers will get the
return. The are (2) two goals of marketing: one is to attract a new customers by
promising superior value; two is to keep and grow current customers by delivering value
and satisfaction. To make the marketing’s goals is come, the company should have a
good of marketing strategy, one of them is with the slogan. The slogan is must be good
and make the customers corious. For example: Nike: “Just do it.” Delivery on it’s promise
to inspire and hep everyday atheletes. Amazon: “Find and discover anything they might
want to buy online.” Creativity a world class online buying the experience and help the
customers to find they good to buy.

The Marketing Process:

Present a simple, step model of marketing process for creating and capturing
customer value. The are four step in marketing process. There are 5 (five) step in
marketing process:
 1. Understand the marketplace and customer needs and wants,
2. Design a customers value driven marketing strategy,
3. Construct an integrated marketing program that delivers superior value,
4. Engage customers, build profitable and create customer delight,
5. Capture value from customers to create profits and customers equity.

1. Understanding the Marketplace and Customer Needs

2.1 To Understanding Customers Need:

To understanding the customer needs, wants, and the market place in the
operate. We should examine 6 (six) customer and market concepts:
1. Demands (Customer Need and Concepts):
 Needs are state of felt deprivation,
 Wants are from human needs take as they are shaped by culture and individual
personality,
 Demands is the quantity of a good that customers are willing and able to
purchase at various price during a period time.

Wants when backed with buying power is being a demand. Demand is opportunity
for the marketing and firm can take the opportunity will get the profit.

2. Marketing Offering
Marketing offering are some combination of products, services, information or
experiences offered to a market to satisfy a need or want. it is include by person, places,
organization, information and ideas. For example is banking, airline, hotel, retailing and
home repair sevices.
3. Marketing Myopia

Marketing myopia is the condition when the company is more attention to sales their
product than customer satisfaction when the customer buy the company product. This is
a mistake but is often doing by a company. This condition is should be changed
immidiately that the company returns to health. For example to resolved this myarkeing
myopia is American Girl does more than just make and sell high end dolls. It creates
special experiences between the dolls and the girls who adore them.

4. Customer Value and Satisfaction

Customer Value is a subjective perception by the customer to buy our products. If the
customer expect is too low, they may satisfy those who buy but fail to attract enought
buyers. If they set expectation too high, buyers will be disapointed. so marketers must be
careful to set the right level of expectation s from the customer.

5. Exchange and Relationship

Exchange is the act of obtaining a desired object from someone by offrering
something in return. in the broadest sense, the marketer tries to bring about a response
to some market offering.
6. Markets

Market is the set of all actual and potential buyers of a product or service. These
buyers share a particular need or want that can be satisfied through exchange
relationship.

Designing a Customer-Driven Marketing Strategy

Marketing management is the art and science of choosing target markets and
building profitable relationships with them

• What customers will we serve?

• How can we best serve these customers?

Selecting Customers to Serve

• Market segmentation: Dividing the markets into segments of customers

• Target marketing: Which segments to go after

 The company wants to select only customers that it can serve well and profitable.
Simply put, marketing management is demand management and customer management

Choosing a Value Proposition

The company must also decided how it will serve targeted customers - How it will
differentiate and position it self in the marketplace?. A brand’s value proposition is the
set of benefits or valuesit promises to deliver to consumers to satisfy their needs

Why should I buy your brand rather than your competitors? Company must must
design strong value proposition that give them the greatest advantages in their target
markets

Marketing Management Orientations

There are five alternative concepts under which org. design and carry out their
marketing strategies

• Production concept

is the idea that consumers will favor products that are available or highly affordable.

Therefore management should focus on improving production and distribution

efficiency.

• Product concept

is the idea that consumers will favor products that offer the most quality,
performance, and features for which the organization should therefore devote its energy
to making continuous improvements.

It focuses on creating sales transaction rather than on building long-term, profitable

customer relationship.

• Selling concept

is the idea that consumers will not buy enough of the firm’s products unless it
undertakes a large scale selling and promotion effort.
 • Marketing concept

is the idea that achieving organizational goals depends on knowing the needs and
wants of the target markets and delivering the desired satisfactions better than
competitors do.

The marketing concept takes an outside-in prespective. The marketing concept start
with a well-defined market,focuses on customer needs, and intergrates all the marketing
activities that affect customers. In turn, it yelads profits by creating relationship with the
right customers based on customers know what they want.

• Societal concept

is the idea that a company should make good marketing decisions by considering
consumers’ wants, the company’s requirements, consumers’ long-term interests, and
society’s long-run interests.

Preparing an Integrated Marketing Plan and Program

Marketing Mix

The marketing mix is the set of tools (four Ps) the firm uses to implement its
marketing strategy

• Product

• Price

• Promotion

• Place

Building Customer Relationships

Customer Relationship Management (CRM)

Customer relationship management is the overall process of building and maintaining

profitable customer relationships by delivering superior value and satisfaction. It delas
with all aspects of acquiring, enganging, and growing customers.
  Customer Perceived value is the difference between total customer value and total
customer cost.

 Customer Satisfaction is the extent to which a product’s perceived performance

matches a buyer's expectations.

Partner Relationship Management

Partner Relationship Management: refers to working closely with partners in other

company departments and outside the company to jointly bring greater value to
customers.

Marketers must also partner with suppliers, channel partners, and other outside the
company. Success at delivering customer value rests on how well their entire supply
chain performs againts competitor’s supply chain.

THE CHANGING MARKETING LANDSCAPE

The digital age : Online, Mobile, and Social Media Marketing

Nowadays, without us knowing, we are surrounded by automatic magic called digital

technology. The explosive growth of digital technology has fundamentally change how
we live. Not only in communication, manufacture, but also market. The marketplace has
continued envolve due to technology and internet advancement. Internet had built a
global environment where everything and everyone is digitally connected to everything
and everyone.

This Phenomenon where people as a consumer love affair with digital and mobile
technology, makes it fertile ground for marketers to engage the customers. That known
as digital and social media marketing. A using digital marketing tools, such as social
media, website, mobile ads and aps, and other digital platforms to engage customers,
anytime via their phone, tablets, and other digital devices.
 Most companies provide information and promote the company’s product. They set
up branded community sites, wehere consumers can congreagate and exchange brand-
related interest and information. Beyond brand websites, most companies are also
integrating social and mobile media into their marketing mixes.

Social Media Marketing

Social media, websites and applications that enable users to create and share
content or to participate in social networking. They provide a digital home where people
can connect with each other and share important information and updates of their lives.
As a result, the offer and idea platform for real-time marketing, a method which
marketers can engage the customers in the moment by linking brands to important
trending topics, real-worlds eventr, causes, personal occasions, or other important
happening in consumer’s lives.

Mobile Marketing

Mobile marketing is perhaps the fast-est growing digital marketing platform. Since
smartphones are even present, always on, finely targeted, highly personal. This also make
idea for marketers to engage customers anytime, anywhere, as they move through the
buying process, by use mobile channel to stimulate immediate buying, an easier
shopping process, enrich the brand experience, etc.

The Growth of Not-For-Profit Marketing

In recent years, marketing has also become a major part of the strategies of many
not-for-profit organization, like hospital, museum, zoo, humanity organization, and also
a church. A non-profit organization is a group organized for purposes other than
generating profit and in which no part of the organization's income is distributed to its
members, directors, or officers. which is nowadays, the face a stiff competition between
each other for support and membership. That’s why, marketing take a role as a sound
marketing that can help them to attrack people to join and support them.

Rapid globalization
 The world is smaller – unified market

Already over its first 10 years, Facebook has done so much to get us to publish our
memories and activities on its social network, Facebook's pursuit to bring about a new
era of social that makes the world feel like a much smaller and more interconnected
place. These developments encourage marketers to innovate ways to better satisfy
customers, by using unified market, IMC. IMC is carried out by companies to form a
brand / image / image of the company to its customers. By creating a good image
through the products or services that the company offers, the customer or client of that
company will feel happy and satisfied and will not hesitate to return. And even better, the
company's customers can recommend their company to other prospective customers.
IMC consists of 5 main components called Promotion Mix, namely Public Relations,
Advertising, Direct Marketing, Sales Promotion and Personal Selling .

Think globally, act locally

"Think globally, Act locally” is one of the terms that was first introduced by
environmentalists in the 1960s which is a phrase that appears in the midst of
globalization that is Think globally and act locally. The phrase is simple but rich in
meaning. When related to globalization, this expression has the meaning of people who
think globally but do not forget the culture or original values.

Suistainable Marketing – The Call For More Environmental and Social Responsibility

As the worldwide consumerism and environmental movement mature, today

marketer are being called on to develop suistainable marketing practice. Corporate
ethics and social responsibility have become hot topics for almost every business. Social
marketing campaigns encourage energy conservation and concern for the environment
or discourage smoking, excessive drinking, and drug use

Study Case
 As we know, Unilever is a multinational company that manufactures consumer goods
fulfilling daily nutritional, health and personal care needs with products that make users

feel comfortable, look good and enjoy life more.

Unilever aims to be first and best in its class in meeting the needs and aspirations of
consumers. Become the main partner for customers, consumers and the community.
Eliminating activities that do not add value from all processes. Being the chosen
company for people with high performance. Aiming at increasing profitable growth
targets and providing benefits above the average employee and shareholder. Get the

honor because of high integrity, care for the community and the environment.

They develope Unilever by many ways, such as, Unilever produces a variety of
products and maintains its quality by looking at the needs of consumers and market
opportunities, they also use low price leadership tactics in sales, besides that Unilever
also strengthens their relationship with consumers through their call centers, as well as

relationships with suppliers.

Unilever carries out its marketing techniques using a variety of media, both electronic

and direct.