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W1 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. Learning Objectives
1. Know what marketing is and why
you should learn about it.
2. Know what the marketing concept
is—and how it should guide a firm
or nonprofit organization.
3. Understand what customer value
is and why it is important to
customer satisfaction.
4. Know how social responsibility and
marketing ethics relate to the
marketing concept.
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3. 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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4. 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.
managing profitable customer relationship
(attracting new customers, and retaining and growing current customers)
by creating value for customers and capturing value in a return.
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5. 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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6. Core Customer and Marketplace Concept
Products, services,
Needs, wants, and demands
and experiences
Markets
Core
Marketing
Concepts
Value,
Exchange, satisfaction,
transactions, and quality
and relationships
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7. Core Customer and Marketplace Concept
Products, services,
Needs, wants, and demands
and experiences
Core
Marketing
Concepts
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11. Core Customer and Marketplace Concept
Products, services,
Needs, wants, and demands
and experiences
Core
Marketing
Concepts
Value,
satisfaction,
and quality
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12. Value
CUSTOMER VALUE
The relationship between benefits and sacrifice
necessary to obtain those benefits.
Perceived Value
Customer’s evaluation of the difference
between benefits & costs.
Customers often do not judge values and costs accurately or objectively.
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13. 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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14. Core Customer and Marketplace Concept
Products, services,
Needs, wants, and demands
and experiences
Core
Marketing
Concepts
Value,
Exchange, satisfaction,
transactions, and quality
and relationships
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15. Customer relationship
It’s not just a laptop. It’s knowing
each pilot’s aircraft is fit to fly before
an urgent mission
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16. Core Customer and Marketplace Concept
Products, services,
Needs, wants, and demands
and experiences
Markets
Core
Marketing
Concepts
Value,
Exchange, satisfaction,
transactions, and quality
and relationships
www.slideshare.net/natriumz
17. 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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18. Elements of a Modern Marketing System
Company
(marketer)
Marketing
Suppliers End Users
intermediaries
Company
(marketer)
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24. Societal Marketing
SOCIETAL An organization exists not only to satisfy
MARKETING
customer wants but also to preserve or
enhance individuals’ and society’s long-
ORIENTATION
term best interests.
• Less toxic products
• More durable products
• Products with reusable
or recyclable materials
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25. Societal Marketing Concept
Society
(Human Welfare)
Societal
Marketing
Concept
Consumers Company
(Satisfaction) (Profits)
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29. Marketing Challenges
Digital Age Non-profit
Marketing
EMERGING
Ethics and
CHALLENGES
Globalization
Social Responsibility
Marketing
Relationship
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31. 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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