This file is related with the Business Research subject based on the Chapter of Customer Driven Marketing Strategy ,Chapter No.11 of Contemporary issues in Business.

2. Customer-Driven
Marketing

3. Creating
Value for
Target
Customers

4. Group Members
Nain Tara MPHCM - 25
Jawaria Malik MPHCM - 16
Wajeeha Sheereen MPHCM - 06
Rozina Malik MPHCM - 17
Iffat Riaz MPHCM - 28

5. Companies’ G O A L
To Design Customer Driven
Marketing Strategies that
build the right relationship
with the right customers

6. What Is Marketing ?
Marketing is the link
between the organization
and the people
Processes for creating,
communicating,
delivering, and
exchanging offerings that
have value for customers,
clients, partners, and
society at large.
It is a path to
developing loyal,
long-term customers

7. Exchange Process
• Activity in which two or more parties
give something of value to each other
to satisfy perceived needs.
• Example Cup of coffee

8. Utility
The ability of a good or service to satisfy the wants
and needs of customers
Time Utility
Place Utility
Ownership Utility

9. Evolution of the Marketing Concept
Production
Concept
Product
Concept
Selling
Concept
Marketing
Concept
Social
Marketing
Concept

11. Nonprofit marketing is
activities and strategies
that spread the message
of the organization.
It involves creation of logos, slogans.
The goal of nonprofit marketing is to promote their
ideals and causes to get the attention of potential
volunteers and donors

12. • Non Traditional Marketing
Person
Marketing
Place
Marketing
Event
Marketing
Cause
Marketing
Organizational
Marketing

13. Developing a Marketing Strategy
• Marketing strategy that influences
consumers to
accept the goals of,
receive the services or
contribute in Some
way to an organization.

14. Selecting a Target Market
• A particular group of consumers at which a product
or service is aimed & designed to satisfy their
specific needs.
• Consumer (B2C) product
– good or service that is
purchased by end
• Business (B2B) product
– good or service purchased
to be used, either directly or
indirectly, in the production of other goods for resale.

15. Marketing Mix
• Set of marketing tools that the firm uses to pursue
its marketing objectives in the target market.

16. Marketing Research
• The process of gathering, analyzing and
interpreting information
• about a market,
• about a product or service to be offered for sale in
that market, and
• about the past, present and potential customers
for the product or service

17. Marketing Research Data
• Internal Data
– Inventory levels
– Customers
– product lines
– Sales people
– profitability of particular divisions
– sales generated by different categories of
customers or product lines

18. • External Data
– Publish reports on activities in particular industries
– Advertising agencies collect information on the
audiences reached by various media
• Secondary Data
– are low cost and easy to obtain.

19. Applying Marketing Research Data
• Business intelligence
– Activities and technologies for gathering, storing,
and analyzing data to make better competitive
decisions.
– Data Mining
– Data Warehouse

20. • Data Mining
– Data mining is a process used by companies to
turn raw data into useful information
• Data Warehouse
– It is a technique for collecting and managing data
from varies sources to provide meaningful
business insights.

21. Market Segmentation
• Process of dividing a total market into
several relatively homogeneous groups

22. Segmenting Consumer Markets

23. Geographic (Where)
• Dividing an overall market into
homogeneous groups on the basis of their
locations
» Region
» Country
» Population
» Climate

24. Demographic (What)
• Dividing markets on the basis of various
demographic characteristics
– Gender, age, income
– Education
– Occupation
– Household size
– Stage in family life cycle

25. Psychographic (Who)
• It divides consumer markets into groups with
similar psychological characteristics, values,
- Lifestyles
- Attitudes
- Opinions
- Interests

26. Product Related Segmentation
• Sellers can divide a consumer market into
groups based on buyers’ relationships to the
good or service
- Brand Loyalty
- User Status
- Occasion

28. Consumer behavior
• A fundamental marketing task is to find
out why people buy one product and not
another

29. Determinants of Consumer Behavior
• Personal & interpersonal influences
• Cultural influences
• Social influences
• Family influences
• External events influence

31. Relationship Marketing
• It is a strategy designed to foster customer loyalty,
interaction and long-term engagement.
• It is designed to develop strong connections with
customers by providing them with information
suited to their needs and interests

32. Benefits of Relationship Marketing
• Long-term agreements with a few high-quality
suppliers reduce a firm’s production costs
• Good relationships with customers can be vital
strategic weapons for a firm
• Lifetime Value of a customer