Week 1 Marketing: The Art And Science Of Satisfying Customers
1. MARKETING :
THE ART & SCIENCE OF SATISFYING CUSTOMERS
Week 1
Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
2. What is marketing ?
Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably
Chartered Institute of Marketing (UK)
Marketing Defined:
“Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating and
exchanging value with others”
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3. Marketing management is
the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating
superior customer value.
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4. Marketing VS Sales
SELLING IS ONLY THE TIP OF THE ICEBERG
“There will always be need for some selling.
But the aim of marketing is to make selling superfluous.
The aim of marketing is to know and understand the customer
so well that the product or service fits him and sells itself.
Ideally, marketing should result in a customer
who is ready to buy. All that should be needed is
to make the product or service available.”
-Peter Drucker-
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5. Marketing is about managing profitable customer relationships
• Attracting new customers
• Retaining and growing current customers
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7. Only the best is good enough for Lexus customers
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8. Core Customer and Marketplace Concept
Products, services,
and experiences
Needs, wants, and demands
Markets
Core
Marketing
Concepts
Value, satisfaction,
and quality
Exchange,
transactions,
and relationships
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9. Value
Perceived Value
• The customer’s evaluation of the difference between
CUSTOMER VALUE benefits and costs.
• Customers often do not judge values and costs
accurately or objectively.
The relationship between
benefits and the sacrifice
necessary to obtain those
benefits.
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11. Satisfaction
• The feeling that a product met or exceeded the
CUSTOMER customer’s expectations.
SATISFACTION • Product’s perceived performance relative to
customer’s expectations.
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12. So marketing is ...
The process of building profitable customer relationships
by creating value for customers and
capturing value in return
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13. Reasons for studying Marketing
Why Study Marketing ?
Important Important Good
to to Career
Society Business Opportunities
+
Marketing affects you every day!
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14. Marketing Mix
MARKETING
MIX
Place
Product
Customer Distribution
Solution
Price
Promotion
Customer Cost
Communication
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15. A simple five-step model of the marketing process
Create value for customers and build customer relationship
Understand the marketplace Construct a marketing
Design a customer-driven
and customer needs program that delivers
marketing strategy
and wants superior value
Capture value from customers to
Build profitable relationship
create profits and
and create customer delight
customer quality
Capture value from customers in return
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16. Elements of A Modern Marketing System
Company
(marketer)
Marketing
Suppliers End Users
intermediaries
Company
(marketer)
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18. • Consumers prefer products that are widely available and inexpensive
Production Concept
• What can we make efficiently?
• Consumers favor products that offer the most quality, performance, or
Product Concept innovative features
• What can we make or do best?
• Consumers will buy products only if the company aggressively
Selling Concept promotes/sells these products
• How can we sell more aggressively?
• Focuses on needs/ wants of target markets & delivering value better
Marketing Concept than competitors
• What do customers want and need?
• Focuses on needs/ wants of target markets & delivering value better
Marketing Concept than competitors
• What do customers want and need, and how can we benefit society?
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19. The Selling and Marketing Concepts Contrasts
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22. Societal Marketing
SOCIETAL
MARKETING
An organization exists not only to satisfy customer wants
ORIENTATION but also to preserve or enhance individuals’ and society’s
long-term best interests.
• Less toxic products
• More durable products
• Products with reusable
or recyclable materials
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23. Societal Marketing Concept
Society
(Human Welfare)
Societal
Marketing
Concept
Consumers Company
(Satisfaction) (Profits)
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25. Marketing Challenges
Digital Age Non-profit
Marketing
EMERGING
CHALLENGES
Ethics and Globalization
Social Responsibility
Marketing
Relationship
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