Mata Kuliah Manajemen Pemasaran
Topic Outline
Preparing an Integrated Marketing Plan and Program
Chapter 1
creating and capturing customer Value
Topic Outline
•Define
marketing and outline the steps in the marketing process
•Understanding
the Marketplace and Customer Needs
•Designing a
Customer-Driven Marketing Strategy
•Preparing an
Integrated Marketing Plan and Program
•Building
Customer Relationships
•Capturing
Value from Customers
•The Changing
Marketing Landscape
What is a Marketing?
Marketing is a process by which companies
create value for customers and build strong
customer relationships to capture
value from customers in return
Understanding
the Marketplace and Customer Needs
Core Concepts
•Customer
needs, wants, and demands
•Market
offerings
•Customer Value
and satisfaction
•Exchanges and
relationships
•Markets
Customer Needs, Wants, and Demands
Needs : •States
of deprivation
•Physical—food,
clothing, warmth, safety
•Social—belonging
and affection
•Individual—knowledge
and self-expression
Wants :
•Form
that human needs take as they are shaped by culture and individual personality
Demands :
•Human
wants backed by buying power
•Market offerings
are some combination of products,
services, information, or experiences offered to a market to satisfy a need or
want
•Marketing myopia
is focusing only on existing
wants and losing sight of underlying consumer needs
Customer Value and Satisfaction Expectations
Exchange is the act of obtaining a
desired object from someone by offering something in return
Markets are the set of actual and
potential buyers of a product or service
Designing
a Customer-Driven Marketing Strategy
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?
Selecting Customers to Serve
Demarketing is marketing to
reduce demand temporarily or permanently; the aim is not
to destroy demand but
to reduce or shift it
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
Marketing Management Orientations
Production
concept is the idea
that consumers will favor products that are available or
highly affordable
highly affordable
Product concept is the idea
that consumers will favor products that offer the most
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
Product concept is the idea
that consumers will favor products that offer the most
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
quality, performance, and features. Organizations should therefore devote its energy to
making continuous product improvements.
Selling concept is the idea
that consumers will not buy enough of the firm’s products
unless it undertakes a large scale selling and promotion effort
unless it undertakes a large scale selling and promotion effort
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
the needs and wants of the target markets and delivering the desired satisfactions better
than competitors do
Societal
marketing concept is the
idea that a company should make good marketing
decisions by considering consumers’ wants, the company’s requirements, consumers’
long-term interests, and society’s long-run interests
decisions by considering consumers’ wants, the company’s requirements, consumers’
long-term interests, and society’s long-run interests
Preparing an Integrated Marketing Plan and Program
•The marketing
mix is the set of tools (four Ps) the
firm uses to implement its marketing
strategy. It includes product, price,
promotion, and place.
•Integrated
marketing program is a
comprehensive plan that communicates and
delivers the intended value to chosen
customers.
Building
Customer Relationships
Customer Relationship Management (CRM)
The
overall process of building and maintaining profitable customer relationships
by
delivering superior customer value and satisfaction
Relationship Building Blocks: Customer Value and Satisfaction
Customer Relationship Levels and Tools
- Basic Relationship
- Full Partnership
The Changing Nature of Customer Relationships
•Relating with
more carefully selected customers uses selective relationship management
to
target fewer, more profitable customers
•Relating more
deeply and interactively by incorporating more interactive two way
relationships through blogs, Websites, online communities and social networks
Partner relationship management involves working closely with partners in other
company departments and outside the company to jointly bring greater value to customers
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.
•Supply chain
is a channel that stretches from raw materials to components to final
products
to final buyers
•Supply
management
•Strategic
partners
•Strategic
alliances
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
Growing Share of Customer
Share of
customer is the portion
of the customer’s purchasing that a company gets in its
product categories
Customer equity is the total
combined customer lifetime values of all of the company’s
customers
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\
The
New Marketing Landscape
Major Developments