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Caiibgbmmarketingmngtmodule D
Caiibgbmmarketingmngtmodule D
MODULE D
C AIIB
What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
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Marketing = ?
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Marketing = ?
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Simple Marketing System
Communication
Goods/services
Industry Market
(a collection (a collection
of sellers) of Buyers)
Money
Information 5
Marketing = ?
Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
Marketing is all about creating a pull, sales is all about
push.
Marketing is all about managing the four P’s –
product
price
place
promotion
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The 4 Ps & 4Cs
Marketing Convenience
Mix
Place
Product
Customer
Solution Price Promotion
Customer Communication
Cost
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Difference Between - Sales & Marketing ?
Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what the
customer wants
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Scope – What do we market
Goods
Services
Events
Experiences
Personalities
Place
Organizations
Properties
Information
Ideas and concepts
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Core Concepts of Marketing
Based on :
Needs, Wants, Desires / demand
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Core Concepts of Marketing
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Core Concepts of Marketing
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In order to understand Marketing let us begin with the
Marketing Triangle
Customers
Company Competition
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Who is a Customer ??
CUSTOMER IS . . . . .
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Customer –
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How Do Consumers Choose Among
Products & Services?
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Customers - Problem Solution
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Customer looks for Value
Value = Benefit / Cost
Benefit = Functional Benefit + Emotional
Benefit
Cost = Monetary Cost + Time Cost +
Energy Cost + Psychic Cost
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Strategic Marketing
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Strategic Planning
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The Strategic-Planning, Implementation,
and Control Process
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Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)
Internal Environment
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Strategy Formulation
Environmental Analysis
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Firm Strategies
The Marketing Plan
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CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
Target Market Strategy
Marketing Mix
Positioning
Product
Promotion
Price
Place – Distribution
People
Process
Implementation, Evaluation and Control
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The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product Place/Distribution
Promotion Price
Implementation
Evaluation, Control
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Marketing Environment
Why a product like radio declined
and now once again emerging as
an entertainment medium ?
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What Were the Drivers of This Change ?
Technology ?
Government policy ?
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Why Market Leaders Suffered ?
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Factors
Influencing
Company’s
Marketing
Strategy
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External Marketing Environment
External Environment
Social Ever-Changing
is not controllable Change Marketplace
Demographics
Economic
Product Physical / Natural Conditions
Distribution
Promotion
Price
Competition
Target Market
Political &
Legal Factors
Technology
Environmental
Scanning
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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 Industrial
Services
Products Products
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Product Items, Lines, and Mixes
A group of closely-related
Product Line
product items.
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Product Mix
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Gillette’s Product Lines & Mix
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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)
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Some Industries - Service Sector
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Classification of Services
Pure Intangible
Banking
Service
Good Transportation
Computers
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The Marketing Mix
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The “8Ps” of Integrated Service
Management vs. the Traditional “4Ps”
► Product elements
► Place, cyberspace, and time
► Process
► Productivity and quality
► People
► Promotion and education
► Physical evidence
► Price and other user outlays
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The Give and Get of Marketing
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Great Words on Marketing
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Drivers of Customer Satisfaction
Many aspects of the firm’s value proposition contribute
to customer satisfaction:
The core product or service offered
Support services and systems
The technical performance of the firm
Interaction with the firm and it employees
The emotional connection with customers
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Marketers and Markets
Marketers are focused on stimulating exchanges with
customers who make up markets – B2C or B2B.
The market is comprised of people who play a series
of roles: decision makers, consumers,
purchasers, and influencers.
It is absolutely essential that marketers have a detailed
understanding of consumers, their needs and
wants.
Much happens before and after the sale to affect
customer satisfaction
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Stages of Customer Interaction
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What Changed in Marketing…
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Are Banks truly
marketing-savvy and
customer - centric?
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Myth 1 – The larger the range of products, the more
customer-centric I am.
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Myth 2 – Better technology (read CRM) leads to
better customer service.
Mythbuster – Technology
alone does not deliver,
helps people do.
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Myth 3 – Launch a product and the customer will start
using instantly.
- Give a customer a card and he will learn how to play
with it immediately
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Myth 4 – The only way to get a customer is from
competition.
Mythbuster – Customers
are not only present
where competition is.
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Myth 5 – Just advertise and - You will sell.
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Myth 7 – In the absence of relationships ‘trust’ builds
financial brands
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So what will the differentiators be :
• Technology ?
• Brand ?
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The real differentiator of
customer – centricity in a
commoditised world of financial
products -
Customer Service !
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Thank You
sagarnarsian@yahoo.com
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