19. Definition of
Marketing
Philip Kotler defines marketing as
The early days
‘satisfying needs and wants
through an exchange
process’
19
20. Definition of
Marketing Marketing is an organizational
function and a set of processes
for creating, communicating,
Today and delivering value to
customers and for managing
customer relationships in ways
that benefit the organization
and its stakeholders.
AMA, American Marketing Association
20
27. 4. What is your
focus?
Propositions!
relation
relation
reputation
reputation
proposition
proposition
most succesfull less succesfull
28. 4. What is your
focus? Keep your What can we
promise do for you
Propositions!
Reputation Proposition
Relationship
Be good and let it
be told by others!
29. 5. Manage
expectations?
Average 86%
of your customers
is satisfied with the service
of their previous supplier!
33. *Zenith
9. Change your
budget allocations
€ 650.0 b
Global Advertising
Spending, 2008*
€ 15.0 b
Global Customer
Contact Spending,
2008*
*Datamonitor
34. Marketing scores
poorily on
10. Focus on accountability and
accountability innovations
6 5,2
4,8
5 4,3 4,4
3,9 4,1
4
3
1,9
2
1
39. 12. Move from Old
to New School Indentify
customer
expetations
Integrate Measure
From across the customer
business lifetime value
“Selling the brand”
Manage
Manage customer
To customer information
experience as a strategic
Align strategy asset
“Managing the Customer”
with
customer
values and
expectations