Marketing%20Management - PowerPoint PPT Presentation

View by Category
About This Presentation
Title:

Marketing%20Management

Description:

Part III - Developing Marketing Strategies. Part IV Developing Marketing Offerings ... Developing marketing strategies. Capturing marketing insights ... – PowerPoint PPT presentation

Number of Views:502
Avg rating:3.0/5.0
Slides: 31
Provided by: panp
Learn more at: http://ibmp.bus.tu.ac.th
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Marketing%20Management


1
Marketing Management
Session I Introduction and Overview
Customer Value, Satisfaction and Retention
MM 601, IBMP, Thammasat University, Semester
2/2552
2
Agenda
  • Course Organization
  • Course Materials
  • Tasks of Marketing
  • Major Concepts Tools of Marketing
  • How has marketing management changed?
  • What are customer value, satisfaction, and
    loyalty, and how can company delivers them?

3
Course Organization
  • Part I - Understanding Marketing Management
  • Part II - Analyzing Marketing Opportunities
  • Part III - Developing Marketing Strategies
  • Part IV Developing Marketing Offerings

4
Course Materials
  • Text Reading Marketing Management, Kotler
    Keller, 13th Edition
  • Mini Cases
  • Marketing Plan

5
What is Marketing? (Social Definition)
  • Marketing is a societal process by which
    individuals and groups obtain what they need and
    want through creating, offering, and freely
    exchanging products and services of value with
    others.

6
What is Marketing? (Managerial Definition)
Marketing is an organizational function and a
set of processes for creating,
communicating, and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders.
7
Marketing Management
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.
8
What is marketed?
9
Simple Marketing System
Communication
Goods/services
Money
Information
10
Structure of Flows
Manufacturer markets
11
Company Orientations toward the Marketplace
12

Company Orientations toward the Marketplace
13
Selling Marketing Concepts
14

Company Orientations toward the Marketplace
Develop, design, implement marketing programs,
processes and activities that recognizes their
breadth, and interdependencies.
Holistic Marketing Concept
  • Relationship Marketing, Internal Marketing,
    Integrated Marketing, Socially responsible
    marketing

15

Company Orientations toward the Marketplace
16
Marketing Management Tasks
  • Developing marketing strategies
  • Capturing marketing insights
  • Connecting with customers
  • Building strong brands
  • Shaping market offerings
  • Delivering value
  • Communicating value
  • Creating long-term growth

17
Customer Value
  • The customers will buy from the firm that they
    perceive offers the highest customer delivered
    value.

18
Determinants of Customer Delivered Value
19
Customer Satisfaction
  • Satisfaction is a persons feelings of pleasure
    or disappointment resulting from comparing a
    products perceived performance (or outcome) in
    relation to his or her expectations
  • Satisfaction is a function of perceived
    performance and expectations

20
Customer Expectation
  • Is based upon the customers past buying
    experiences, the opinions of friends and
    associates, and marketer and competitor
    information and promises.

21
Satisfied Customer
  • Are loyal longer
  • Buy more (new products upgrades)
  • Spread favorable word-of-mouth
  • Are more brand loyal (less price sensitive)
  • Offer feedback
  • Reduce transaction costs

22
Customer Loyalty
  • A deeply held commitment to re-buy or
    re-patronize a preferred product or service in
    the future despite situational influences and
    marketing efforts having the potential to cause
    switching behavior.

23
Tracking and Measuring Customer Satisfaction
  • Complaints and Suggestion Systems
  • Periodic Survey
  • Ghost Shopping (Mystery shoppers)
  • Lost Customer Analysis
  • Monitor competitive performance

24
Retaining Customers
  • Intense competition and maturity of market
    increase the costs of attracting new customers.
  • It costs much less to service an existing
    customer than to create a new one.
  • Acquisition of customers can cost 5 times more
    than retaining current customers.
  • Repeat purchases and loyal customers are the
    main driver of profitability for most businesses.

25
Forming strong customer bonds
  • Adding Financial Benefits
  • - Frequency Marketing Programs
  • Adding Social Benefits
  • - Brand Communities
  • Adding Structural Ties
  • - Special equipment or computer software, EDI

26
Customer Profitability
  • The 80/20/30 rule of customer profitability
  • The top 20 of clients generate 80 of total
    profit
  • The bottom 30 of clients consume half of all
    profits generated by other customers

27
The Profit Triangle
Profit
Internal operations
Value creation
Competitive advantage
28
Marketing Overview
3 Cs
Market Research
4 Ps
Product
Promotion
Price
Place
29
The Four Ps
30
The Four Ps The Four Cs
Marketing Mix
Conven- ience
Customer Solution
Customer Cost
Communication
About PowerShow.com