PPT 01

A Global Perspective
1
Marketing: Managing Profitable Customer Relationships
Philip Kotler Gary Armstrong Swee Hoon Ang Siew Meng Leong Chin Tiong Tan Oliver Yau Hon-Ming HonPowerPoint slides adapted by Peggy Su
Learning Objectives
After studying this chapter, you should be able to: 1. 2. 3. Define marketing and outline the steps in the marketing process Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return Describe the major trends and forces that are changing the marketing landscape in this age of relationships
1-2
4.
5.
Copyright 2009 Pearson Education South Asia Pte Ltd
Chapter Concepts
1. What Is Marketing? 2. Understanding the Marketplace and Customer Needs 3. Designing a Customer-Driven Marketing Strategy 4. Preparing an Integrated Marketing Plan and Program 5. Building Customer Relationships 6. Capturing Value from Customers 7. The New Marketing Landscape 8. So, What Is Marketing? Pulling It All Together
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What Is Marketing?
Marketing Defined Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
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Marketing Process
1-5
Understand the marketplace and customers needs/wants
Create customer driven marketing strategy
Build profitable relationships & create customer delight
Construct a marketing program that delivers superior value
Capture value from customers to create profits & customer quality

Copyright 2009 Pearson Education South Asia Pte Ltd 1-6
Understanding the Marketplace and Customer Needs

Customer Needs, Wants, and Demands Needs are states of deprivation: Physicalfood, clothing, warmth, safety Socialbelonging and affection Individualknowledge and selfexpression
1-7

Customer Needs, Wants, and Demands Wants are the form that needs take as they are shaped by culture and individual personality. Demands are wants backed by buying power.
1-8

Market OfferingsProducts, Services, and Experiences Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
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Market OfferingsProducts, Services, and Experiences Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs. Exchange is the act of obtaining a desired object from someone by offering something in return.
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Customer Value and Satisfaction
Expectations Customers
Value and satisfaction Set the right level of expectations Not too high or too low
Marketers

1-11

Exchanges and Relationships Exchange is the act of obtaining a desired object from someone by offering something in return. Relationships consist of actions to build and maintain desirable relationships.
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Markets are the set of actual and potential buyers of a product. Marketing system consists of all of the actors (suppliers, company, competitors, intermediaries, and end users) in the system who are affected by major environmental forces.
Demographic Economic Physical
Technological Political-legal Socio-cultural

1-13
Designing a Customer-Driven Marketing Strategy

Marketing Management
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?
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Selecting Customers to Serve Market segmentation: Dividing the markets into segments of customers Target marketing: Which segments to go after
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MARKET SEGMENTATION
Advantages Company Efficiency in Distribution and Communication Customer Focus and Specialization Competitive Pressure Reduction
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CHOICE OF SEGMENTATION
Market Size Growth trend Homogeneity Responsiveness Purchase Authority Awareness Cost Loyalty Level
1-17
CASE STUDY 1:
JEANS MARKET SEGMENTATION
JEANS MARKET SEGMENTATION

UTILITARIAN JEANS CUSTOMER (26%) MAINSTREAM TRADITIONALIST (22%) CLASSIC INDEPENDENTS (21%) TRENDY / CASUAL (19%) PRICE SHOPPER (12%)
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JEANS CONSUMER SEGMENT 1

UTILITARIAN JEANS CUSTOMER
The Levi Blue Jeans Loyalist He wears jeans for work and play He doesnt care much about style
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MAINSTREAM TRADITIONALIST
This man is older He has quite a conservative taste in clothing He likes to shop with his wife He like to shop in department stores He favors polyester fabrics
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CLASSIC / INDEPENDENT
Late 20s / early 30s Clothes are really important to him He spends more on clothes than any other group He likes to shop alone He likes to shop at specialty stores He favors traditional styles
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Trendy / Casual Customer
Very Interested in high fashion He likes to be noticed He is usually younger
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PRICE SHOPPER
This is an older customer whose main goal is price He shops department store sales and discount stores
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Marketing Management Orientations The 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.
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Selecting Customers to Serve De-marketing
Marketing to reduce demand temporarily or permanently The aim is not to destroy demand but to reduce or shift it.
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Selecting Customers to Serve Marketing management is:
Customer management Demand management
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Choosing a Value Proposition The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs.
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Marketing Management Orientations Production concept Product concept Selling concept Marketing concept Societal concept
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Marketing Management Orientations The production concept is the idea that consumers will favor products that are available or highly affordable.
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Marketing Management Orientations The 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.
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Marketing Management Orientations The selling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort.
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Marketing Management Orientations The societal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants, the companys requirements, consumers long-term interests, and societys longrun interests.
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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
Copyright 2009 Pearson Education South Asia Pte Ltd 1-34
ASPECTS OF THE MARKETING MIX

PRODUCT Functionality Appearance Quality Packaging Brand Warranty Service /Support PRICE List Price Discounts Allowances Financing Leasing Options PLACE Channel Members Channel Motivation Market Coverage Locations Logistics Service Levels
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PROMOTION Advertising Personal Selling Public Relations Message Media Budget
MARKETING MIX WILKINS

4Ps PRODUCT PLACE WILKINS DISTILLED WATER DISPENSER 14,300.00 OWN FLEET DIRECT SELLING PROMO DOCTORS CAMPAIGN FREE BOTTLE FOR REFERRING NEW CUSTOMERS 120 / 5 GALLON
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PRICE
Preparing an Integrated Marketing Plan and Program

Integrated Marketing Program An integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.
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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.
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Customer Relationship Management (CRM) Customer perceived value is the difference between total customer value and total customer cost. Customer satisfaction is the extent to which a products perceived performance matches a buyers expectations.
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Customer Relationship Management (CRM)
Customer Relationship Levels and Tools Basic relationship Full relationships Frequency marketing programs Club marketing programs
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The Changing Nature of Customer Relationships
Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers. Relating for the long term uses customer relationship management to retain current customers and build profitable, long-term relationships. Relating directly uses direct marketing tools (telephone, mail order, kiosks, Internet) to make direct connections with customers.
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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.
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Partner Relationship Management Partners inside the company is every function area interacting with customers.
Electronically Cross-functional teams
Partners outside the company is how marketers connect with their suppliers, channel partners, and competitors by developing partnerships.
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Partner Relationship Management The supply chain is a channel that stretches from raw materials to components to final products to final buyers.
Supply management Strategic partners Strategic alliances
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Capturing Value from Customers

Creating Customer Loyalty and Retention Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.
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Growing Share of Customer Share of customer is the portion of the customers purchasing that a company gets in its product categories.
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Building Customer Equity Customer equity is the total combined customer lifetime values of all of the companys customers.
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Building Customer Equity Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized.
Different types of customers require different relationship management strategies Build the right relationship with the right customers
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The New Marketing Landscape

Major Developments Digital age Globalization Ethics and social responsibility Not-for-profit marketing
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The New Digital Age
Recent technology has had a major impact on the ways marketers connect with and bring value to their customers Market research Learning about and tracking customers Create new customized products Distribution Communication Video conferencing Online data services
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The New Digital Age Internetcreates marketplaces and marketspaces
Information Entertainment Communication
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Rapid Globalization The world is smaller. Think globally, act locally.
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The Call for More Ethics and Social Responsibility Marketers are being called upon to take greater responsibility for the social and environmental impact of their actions in a global economy.
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The Call for More Ethics and Social Responsibility Social marketing campaigns encourage energy conservation and concern for the environment or discourage smoking, excessive drinking, and drug use.
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The Growth for Not-for-Profit Marketing Colleges Hospitals Museums Zoos Orchestras Religious groups
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PPT 01

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A Global Perspective

Copyright 2009 Pearson Education South Asia Pte Ltd

Copyright 2009 Pearson Education South Asia Pte Ltd

Copyright 2009 Pearson Education South Asia Pte Ltd

Copyright 2009 Pearson Education South Asia Pte Ltd

Understand the marketplace and customers needs/wants

Create customer driven marketing strategy

Build profitable relationships & create customer delight

Construct a marketing program that delivers superior value

Capture value from customers to create profits & customer quality

Understanding the Marketplace and Customer Needs

Copyright 2009 Pearson Education South Asia Pte Ltd

Understanding the Marketplace and Customer Needs

Copyright 2009 Pearson Education South Asia Pte Ltd

Understanding the Marketplace and Customer Needs

Copyright 2009 Pearson Education South Asia Pte Ltd

Understanding the Marketplace and Customer Needs

Copyright 2009 Pearson Education South Asia Pte Ltd

Understanding the Marketplace and Customer Needs

Copyright 2009 Pearson Education South Asia Pte Ltd

Understanding the Marketplace and Customer Needs

Copyright 2009 Pearson Education South Asia Pte Ltd

Understanding the Marketplace and Customer Needs

Technological Political-legal Socio-cultural

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Copyright 2009 Pearson Education South Asia Pte Ltd

Copyright 2009 Pearson Education South Asia Pte Ltd

JEANS MARKET SEGMENTATION

Copyright 2009 Pearson Education South Asia Pte Ltd

JEANS CONSUMER SEGMENT 1

Copyright 2009 Pearson Education South Asia Pte Ltd

JEANS CONSUMER SEGMENT 2

Copyright 2009 Pearson Education South Asia Pte Ltd

JEANS CONSUMER SEGMENT 3

Copyright 2009 Pearson Education South Asia Pte Ltd

JEANS CONSUMER SEGMENT 4

Copyright 2009 Pearson Education South Asia Pte Ltd

JEANS CONSUMER SEGMENT 5

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Designing a Customer-Driven Marketing Strategy

Copyright 2009 Pearson Education South Asia Pte Ltd

Preparing an Integrated Marketing Plan and Program

ASPECTS OF THE MARKETING MIX