Creating Customer Value and Satisfaction 1-2 Road Map: Previewing the Concepts Define what marketing is and discuss its core concepts. Explain the relationships between customer value, satisfaction, and quality. Define marketing management and understand how marketers manage demand and build profitable customer relationships. Compare the five marketing management philosophies. Analyze the major challenges facing marketers heading into the new connected millennium.
1-3 What is Marketing? Simply put: Marketing is the delivery of customer satisfaction at a profit. Goals: Attract new customers by promising superior value and keep and grow current customers by delivering satisfaction.
1-4 Core Marketing Concepts (Fig. 1-1) 1-5 Marketing Defined Process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. 1-6 What are Consumers Needs, Wants, and Demands? Needs - state of felt deprivation including physical, social, and individual needs i.e hunger Wants - form that a human need takes as shaped by culture and individual personality i.e. bread Demands - human wants backed by buying power i.e. money 1-7 Experiences Persons Products Anything that can be Offered to a Market to Satisfy a Need or Want Places Organizations Ideas Activities What Will Satisfy Consumers Needs and Wants? Services Activity or Benefit Offered for Sale That is Essentially Intangible and Doesnt Result in the Ownership of Anything 1-8 How Do Consumers Choose Among Products and Services?
Total Quality Management Involves Improving the Quality of Products, Services, and Business Processes Products Perceived Performance in Delivering Value Relative to Buyers Expectations is Customer Satisfaction
Value Gained From Owning a Product and Costs of Obtaining the Product is Customer Value 1-9
Exchanges
Transactions Relationships Building a Marketing Network by Adding: Financial Benefits Social Benefits Structural Ties Profitable Customers How Do Consumers Obtain Products and Services? 1-10 Consider the following thought questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from your instructor. When was the last time you were completely satisfied with something you purchased? What was it? Why were you satisfied? What did a marketer have to do with this?
1-11 Modern Marketing System (Fig. 1-2) 1-12 Marketing Management Attracting new customers and retaining and building relationships with current customers Profitable Customer Relationships Finding and increasing demand, also changing or reducing demand such as in Demarketing
Demand Management Involves managing demand, which involves managing customer relationships
Product Concept Selling Concept Marketing Concept Societal Marketing Concept Marketing Management Philosophies 1-15 Marketing and Sales Concepts Contrasted (Fig. 1-3) 1-16 Societal Marketing Concept (Fig. 1-4) http://www.johnsonandjohnson.com/ 1-17 What are the major differences between the Marketing Concept and the Societal Marketing Concept? 1-18 Marketing Challenges in the New Connected Millennium (Fig. 1-5) 1-19 Learn About & Track Customers With Databases
Communicate With Customers in Groups Or One-on-One Create Products & Services Tailored to Meet Customer Needs
Distribute Products More Efficiently & Effectively Connecting Technologies in Computers, Telecommunications, Information, & Transportation Help To: Technologies for Connecting 1-20 The Internet The Internet has been hailed as the technology behind a New Economy. New applications include: click-and-mortar companies click-only companies Business-to-business e-commerce Business-to-business transactions online are expected to reach $3.6 trillion in 2003. By 2005, 500,000 companies will use the Internet to do business.
1-21 Connections With Customers Most marketers are targeting fewer, potentially more profitable customers. Asking: What value does the customer bring to the organization? Are they worth pursuing? Connecting for a customers lifetime. 1-22 BankOne (Marketing at Work 1-3) BankOne focuses on connecting with customers they can serve profitably. Premier One customers know that they are special, exclusive, privileged, valued. http://www.bankone.com/ 1-23 Direct Connections With Customers Many companies use technologies to let them connect more directly with their customers. Products available via telephone, mail-order catalogs, kiosks and e-commerce. Some firms sell only via direct channels (i.e. Dell Computer, http://www.amazon.com/), others use a combination. Direct marketing is redefining the buyers role in connecting with sellers. Buyers are active participants in shaping the marketing offer and process; some buyers design their own products online such as at http://www.landsend.com/.
1-24 Connections With Marketings Partners Connecting Inside the Company Every employee must be customer-focused Teams coordinate efforts toward customers Connecting With Outside Partners Supply Chain Management Strategic Alliances 1-25 Connections With the World Around Us Global Connections Value Connections Social Responsibility Connections Broadening Connections 1-26 Rest Stop: Reviewing the Concepts Define what marketing is and discuss its core concepts. Explain the relationships between customer value, satisfaction, and quality. Define marketing management and examine how marketers manage demand and build profitable customer relationships. Compare the five marketing management philosophies. Analyze the major challenges facing marketers heading into the next millennium.