A Global Perspective
1
Marketing: Managing Profitable Customer Relationships
Philip Kotler Gary Armstrong Swee Hoon Ang Siew Meng Leong Chin Tiong Tan Oliver Yau Hon-Ming
PowerPoint slides adapted by Peggy Su
Learning Objectives
After studying this chapter, you should be able to: 1. 2. Define marketing and outline the steps in the marketing process Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts
3.
Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy
Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return Describe the major trends and forces that are changing the marketing landscape in this age of relationships
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4.
5.
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Chapter Concepts
1. What Is Marketing? 2. Understanding the Marketplace and Customer Needs
3. Designing a Customer-Driven Marketing Strategy
4. Preparing an Integrated Marketing Plan and Program 5. Building Customer Relationships
6. Capturing Value from Customers
7. The New Marketing Landscape 8. So, What Is Marketing? Pulling It All Together
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1-3
What Is Marketing?
Marketing Defined
Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
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1-4
What Is Marketing?
The Marketing Process
Understand the marketplace and customer wants and needs Design a customer-driven marketing strategy Construct a marketing plan that delivers superior value Build profitable relationships and create customer satisfaction
Capture value from customers to create profit and customer equity
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Understand the marketplace and customers needs/wants
Create customer driven marketing strategy
Build profitable relationships & create customer delight
Construct a marketing program that delivers superior value
Capture value from customers to create profits & customer quality
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Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands Needs are states of deprivation: Physicalfood, clothing, warmth, safety Socialbelonging and affection Individualknowledge and selfexpression
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Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands Wants are the form that needs take as they are shaped by culture and individual personality. Demands are wants backed by buying power.
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1-8
Understanding the Marketplace and Customer Needs
Market OfferingsProducts, Services, and Experiences Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
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Understanding the Marketplace and Customer Needs
Market OfferingsProducts, Services, and Experiences Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs. Exchange is the act of obtaining a desired object from someone by offering something in return.
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Understanding the Marketplace and Customer Needs
Customer Value and Satisfaction
Expectations Customers
Value and satisfaction Set the right level of expectations Not too high or too low
Marketers
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Understanding the Marketplace and Customer Needs
Exchanges and Relationships Exchange is the act of obtaining a desired object from someone by offering something in return. Relationships consist of actions to build and maintain desirable relationships.
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Understanding the Marketplace and Customer Needs
Markets are the set of actual and potential buyers of a product. Marketing system consists of all of the actors (suppliers, company, competitors, intermediaries, and end users) in the system who are affected by major environmental forces.
Demographic Technological
Economic
Physical
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Political-legal
Socio-cultural
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Designing a Customer-Driven Marketing Strategy
Marketing Management
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?
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Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
Market segmentation: Dividing the markets into segments of customers
Target marketing: Which segments to go after
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Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
De-marketing
Marketing to reduce demand temporarily or permanently The aim is not to destroy demand but to reduce or shift it.
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Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve Marketing management is:
Customer management
Demand management
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Designing a Customer-Driven Marketing Strategy
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.
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Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Production concept
Product concept Selling concept Marketing concept Societal concept
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Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations The production concept is the idea that consumers will favor products that are available or highly affordable.
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Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
The product concept is the idea that consumers will favor products that offer the most quality, performance, and features for which the organization should therefore devote its energy to making continuous improvements.
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Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
The selling concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort.
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Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
The 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.
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Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
The societal marketing concept is the idea that a company should make good marketing decisions by considering consumers wants, the companys requirements, consumers long-term interests, and societys longrun interests.
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A mother mouse and a baby mouse are walking along, when all of a sudden, a cat attacks them, The mother mouse yells, "BARK!" and the cat runs away. "See?" says the mother mouse to her baby. "Now do you see why it's important to learn a foreign language?"
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1-25
Preparing an Integrated Marketing Plan and Program
Marketing Mix
The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy:
Product
Price
Promotion
Place
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Preparing an Integrated Marketing Plan and Program
Integrated Marketing Program
An integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.
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1-27
Building Customer Relationships
Customer Relationship Management (CRM) Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior value and satisfaction.
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Building Customer Relationships
Customer Relationship Management (CRM) Customer perceived value is the difference between total customer value and total customer cost. Customer satisfaction is the extent to which a products perceived performance matches a buyers expectations.
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Building Customer Relationships
Customer Relationship Management (CRM)
Customer Relationship Levels and Tools Basic relationship Full relationships Frequency marketing programs Club marketing programs
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Building Customer Relationships
The Changing Nature of Customer Relationships
Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers.
Relating for the long term uses customer relationship management to retain current customers and build profitable, long-term relationships. Relating directly uses direct marketing tools (telephone, mail order, kiosks, Internet) to make direct connections with customers.
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Building Customer Relationships
Partner Relationship Management Partner relationship management refers to working closely with partners in other company departments and outside the company to jointly bring greater value to customers.
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Building Customer Relationships
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.
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Building Customer Relationships
Partner Relationship Management The supply chain is a channel that stretches from raw materials to components to final products to final buyers.
Supply management Strategic partners Strategic alliances
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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.
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Capturing Value from Customers
Growing Share of Customer Share of customer is the portion of the customers purchasing that a company gets in its product categories.
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Capturing Value from Customers
Building Customer Equity Customer equity is the total combined customer lifetime values of all of the companys customers.
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Capturing Value from 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
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The New Marketing Landscape
Major Developments Digital age Globalization Ethics and social responsibility
Not-for-profit marketing
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The New Marketing Landscape
The New Digital Age
Recent technology has had a major impact on the ways marketers connect with and bring value to their customers Market research
Learning about and tracking customers
Create new customized products Distribution
Communication
Video conferencing Online data services
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The New Marketing Landscape
The New Digital Age Internetcreates marketplaces and marketspaces
Information Entertainment Communication
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The New Marketing Landscape
Rapid Globalization The world is smaller. Think globally, act locally.
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The New Marketing Landscape
The Call for More Ethics and Social Responsibility
Marketers are being called upon to take greater responsibility for the social and environmental impact of their actions in a global economy.
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The New Marketing Landscape
The Call for More Ethics and Social Responsibility
Social marketing campaigns encourage energy conservation and concern for the environment or discourage smoking, excessive drinking, and drug use.
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The New Marketing Landscape
The Growth for Not-for-Profit Marketing Colleges Hospitals Museums
Zoos
Orchestras Religious groups
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