Introduction

1. Defining marketing

Definition of Marketing (AMA)

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.

Marketing is a core function in the organization and a set of processes that :

- creates
- communicates
- delivers
value to consumers, and manages relationships with consumers and stakeholders

2. The marketing process

Marketing concept A philosophy in which achieving organizational goals depends on knowing the needs and wants
of target markets and delivering the desired satisfactions better than competitors do.
- Selling concept
- Marketing concept
- Societal marketing concept

Build profitable relationships and create customer delight

Customer relationship
management (CRM) the overall process of building and maintaining profitable customer relationships by
delivering superior customer value and satisfaction.
Customer-perceived value
The customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to
those of competing offers.
Customer satisfaction The extent to which a product’s perceived performance matches a buyer’s expectations.
Consumer-generated marketing Brand exchanges created by consumers themselves – both invited and uninvited –
by which consumers are playing an increasing role in shaping their own brand experiences and those of other
consumers.
Customer-engagement marketing Making the brand a meaningful part of consumers’ conversations and lives by
fostering direct and continuous customer involvement in shaping brand conversations, experiences and community.

Capture value from customers to create profits and customer equity

Share of customer The portion of the customer’s purchasing that a company gets in its product categories.
Customer lifetime value The value of the entire stream of purchases a customer makes over a lifetime of patronage.
Customer equity The total combined customer lifetime values of all of the company’s customers.

Mix marketing – Introduction – Bachelor 2nd year – Fall 2022 – Marie Schill
3. Company-wide strategic planning: defining marketing’s role

what the a hierarchy of objective

buisness ? who
the best portfolio best fit's the compagny
the customers?
what customers
value ?
STATEGIC PLANNING

value chain (porter)

Mix marketing – Introduction – Bachelor 2nd year – Fall 2022 – Marie Schill
4. Marketing strategies and the marketing mix

Market segmentation
Dividing a market into distinct groups of buyers who have different needs, characteristics or behaviors, and who
might require separate marketing strategies or mixes.
Market segment A group of consumers who respond in a similar way to a given set of marketing efforts.
Market targeting Evaluating each market segment’s attractiveness and selecting one or more segments to serve.
Positioning Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products
in the minds of target consumers.
Differentiation Actually differentiating the market offering to create superior customer value.

Marketing mix The set of tactical marketing tools – product, price, place and promotion – that the firm blends to
produce the response it wants in the target market.

Mix marketing – Introduction – Bachelor 2nd year – Fall 2022 – Marie Schill
Mix marketing – Introduction – Bachelor 2nd year – Fall 2022 – Marie Schill
 what is value comprendre et mesurer le point de vue du consommateur . La
valeur en marketing

Mix marketing – Introduction – Bachelor 2nd year – Fall 2022 – Marie Schill