Halaman

Selasa, 04 September 2012

Principle Of Marketing

Mata Kuliah Manajemen Pemasaran


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

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.

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.

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

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

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


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