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C Aiib: General Bank Management Marketing Management For Bankers Module D
C Aiib: General Bank Management Marketing Management For Bankers Module D
C AIIB
What is Marketing??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
Marketing = ?
Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, services to create exchanges that satisfy
individual and organizational goals
American Marketing Association
Marketing = ?
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.
Industry
(a collection
of sellers)
Goods/services
Money
Information
Market
(a collection
of Buyers)
Marketing = ?
product
price
place
promotion
Convenience
Place
Product
Customer
Solution
Price
Promotion
Customer
Cost
Communication
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Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what
the customer wants
Goods
Services
Events
Experiences
Personalities
Place
Organizations
Properties
Information
Ideas and concepts
Core Concepts of
Marketing
Based on :
Needs, Wants, Desires / demand
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Needs, wants
demands
Markets
Products
Marketing &
Marketers
Xchange, Transaction
Relationships
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Customers
Company
Competition
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Who is a Customer ??
CUSTOMER IS . . . . .
Anyone who is in the market looking at a product /
service for attention, acquisition, use or consumption
that satisfies a want or a need
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Customer
CUSTOMER has needs, wants, demands and
desires
Understanding these needs is starting point of the
entire marketing
These needs, wants arise within a framework
or an ecosystem
Understanding both the needs and the ecosystem is
the starting point of a long term relationship
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Customers - Problem
Solution
As a priority , we must bring to our customers
WHAT THEY NEED
We must be in a position to UNDERSTAND their
problems
Or in a new situation to give them a chance to AVOID
the problems
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= Benefit / Cost
Benefit
Cost
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Strategic Marketing
Strategic marketing management is concerned with
how we will create value for the customer
Asks two main questions
What is the organizations main activity at a
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Strategic Planning
Strategic Planning is the managerial process of
creating and maintaining a fit between the
organizations objectives and resources and the
evolving market opportunities.
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Business Strategic-Planning
Process
External environment
(Opportunity &
Threat analysis)
Goal Formulation
Business Mission
Internal Environment
(Strength/ Weakness analysis)
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Strategy Formulation
Environmental Analysis
Internal Analysis
Competitor
Customer
Supplier
Regulatory
Social/ Political
Technology Know-How
Manufacturing Know-How
Marketing Know-How
Distribution Know-How
Logistics
Identify opportunity
Firm Strategies
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Positioning
Product
Promotion
Price
Place Distribution
People
Process
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Marketing Strategy
Target Market
Strategy
Marketing Mix
Product
Place/Distribution
Promotion
Price
Implementation
Evaluation,
Control
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Marketing Environment
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Factors
Influencing
Companys
Marketing
Strategy
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Social
Social
Change
Change
Ever-Changing
Marketplace
Demographics
Demographics
Product
Product
Distribution
Distribution
Promotion
Promotion
Price
Price
Economic
Economic
Conditions
Conditions
Physical / Natural
Competition
Competition
Environmental
Scanning
Target Market
Technology
Technology
Political
Political&&
Legal
LegalFactors
Factors
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The macro-environment
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Product
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Product is . . . . .
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Types of Products
PRODUCTS
Consumer
Products
Services
Industrial
Products
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Product
Product Item
Item
A
A specific
specific version
version of
of aa product
product
that
that can
can be
be designated
designated as
as aa
distinct
distinct offering
offering among
among an
an
organizations
organizations products.
products.
Product
Product Line
Line
A
A group
group of
of closely-related
closely-related
product
product items.
items.
Product
Product Mix
Mix
All
All products
products that
that an
an
organization
organization sells.
sells.
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Product Mix
Width how many product lines a company has
Length how many products are there in a product line
Depth how many variants of each product exist within a
product line
Consistency how closely related the product lines are in
end use
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Toiletries
Fusion 5 blade
Mach 3 Turbo
Mach 3
Sensor
Trac II
Atra
Swivel
Double-Edge
Lady Gillette
Super Speed
Twin Injector
Techmatic
Series
Adorn
Toni
Right Guard
Silkience
Soft and Dri
Foamy
Dry Look
Dry Idea
Brush Plus
Writing
instruments
Paper Mate
Flair
S.T. Dupont
Lighters
Cricket
S.T. Dupont
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What is a Service?
Defining the Essence
An act or performance offered by one party to another
(performances are intangible, but may involve use of
physical products)
An economic activity that does not result in ownership
A process that creates benefits by facilitating a desired
change in customers themselves, or their physical
possessions, or intangible assets
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Health care
Lodging
Education
Restaurants, bars,
catering
Insurance
Laundries, dry-cleaning
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Classification of Services
Banking
Pure Intangible
Service
Good Transportation
Major Service with
Minor Product
Business Hotels
Product = Service
Computers
Major Product with
Minor Services
Materials / Components
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Product elements
Process
People
Physical evidence
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2.
3.
4.
5.
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Old Economy
Organize by product units
Focus on profitable transactions
Look primarily at financial
scorecard
Focus on shareholders
Marketing does the marketing
Build brands through advertising
Focus on customer acquisition
No customer satisfaction
measurement
Over-promise, under-deliver
Focus on stakeholders
Everyone does the marketing
Build brands through performance
Focus on customer retention
Measure customer satisfaction and
retention rate
Under-promise, over-deliver
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Mythbuster Technology
alone does not deliver,
helps people do.
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using instantly.
- Give a customer a card and he will learn how to play
with it immediately
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Mythbuster Customers
are not only present
where competition is.
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Customer Service !
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Thank You
sagarnarsian@yahoo.com
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