Leong Siew Meng

Department of Marketing
NUS Business School

MARKETING
EXCELLENCE
Leong Siew Meng
P f
Professor
National University of Singapore

Product Quality

 “Superior”
Superior products have failed acid test of market
 Thorough understanding of consumers & their needs
 Appropriate Positioning
 Manufacturing Excellence & Marketing Expertise
 Good product only one part of winning formula - must
be harnessed & sustained by sound marketing

BMA5009 Marketing Management

Semester I, 2010/2011 1
Leong Siew Meng
Department of Marketing
NUS Business School

Customer Loyalty I
 A market-oriented organization is a customer-led
b i
business
 All cashflow begins from customer’s wallet
 Benefits:
– Make multiple purchases
– Offer cross- and up-selling opportunities
– F i h more favorable
Furnish f bl word-of-mouth
d f th
– Cheaper to maintain
– Less attuned to competitive communications
– Pay higher prices & less price oriented
– Mutually reinforces employee loyalty

Customer Loyalty II
 Relationship
p Marketing
g
 Loyalty Measure
 Customer-led business shifts emphasis
– From factory floor to marketplace
– From selling physical product to satisfying customer
needs via integrated marketing
– From short-term profits based on sales to long-term
profits based on customer retention

BMA5009 Marketing Management

Semester I, 2010/2011 2
Leong Siew Meng
Department of Marketing
NUS Business School

Marketing for All

 Broken Promises
 Internal Marketing
 Cross-functional Cooperation
 Company-wide marketing mindset
 Organizational Restructuring

Competitiveness

 Satisfy customers better than competitors

 Market leadership is transient
 Strong Challengers
 Market-driving vs Market-Driven organizations

BMA5009 Marketing Management

Semester I, 2010/2011 3
Leong Siew Meng
Department of Marketing
NUS Business School

Total Quality Marketing

 Marketing excellence involves more than a better

product
 Marketing excellence places consumer at forefront
 Marketing excellence involves instilling a marketing
orientation throughout organization
 M k ti excellence
Marketing ll function
f ti off organization’s
i ti ’
competitiveness

BMA5009 Marketing Management

Semester I, 2010/2011 4