Manajemen pemasaran, Principle Of Marketing

Manajemen Pemasaran


Chapter 1
creating and capturing customer Value

Topic Outline

•Define marketing and outline the steps in the marketing process
•Understanding the Marketplace and Customer Needs
•Designing a Customer-Driven Marketing Strategy
•Preparing an Integrated Marketing Plan and Program
•Building Customer Relationships
•Capturing Value from Customers
•The Changing Marketing Landscape
What is a Marketing?
Marketing is a process by which companies create value for customers and build strong
customer relationships to capture value from customers in return
Understanding the Marketplace and Customer Needs
Core Concepts
•Customer needs, wants, and demands
•Market offerings
•Customer Value and satisfaction
•Exchanges and relationships
Customer Needs, Wants, and Demands
Needs : •States of deprivation
                •Physical—food, clothing, warmth, safety
                •Social—belonging and affection
                •Individual—knowledge and self-expression
Wants : •Form that human needs take as they are shaped by culture and individual personality
Demands :•Human wants backed by buying power
•Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want
•Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
Customer Value and Satisfaction Expectations
Exchange is the act of obtaining a desired object from someone by offering something in return
Markets are the set of actual and potential buyers of a product or service
Designing a Customer-Driven Marketing Strategy
Marketing management is the art and science of choosing target markets and building
profitable relationships with them
–What customers will we serve?
–How can we best serve these customers?
Selecting Customers to Serve
Demarketing is marketing to reduce demand temporarily or permanently; the aim is not
to destroy demand but to reduce or shift it
Choosing a Value Proposition
•The value proposition is the set of benefits or values a company promises to deliver to
customers to satisfy their needs
Marketing Management Orientations
Production concept is the idea that consumers will favor products that are available or
highly affordable

Product concept is the idea that consumers will favor products that offer the most
quality, performance, and features.  Organizations should therefore devote its energy to
making continuous product improvements.

Product concept is the idea that consumers will favor products that offer the most
quality, performance, and features.  Organizations should therefore devote its energy to
making continuous product improvements.

Selling concept is the idea that consumers will not buy enough of the firm’s products
unless it undertakes a large scale selling and promotion effort

Marketing concept is the idea that achieving organizational goals depends on knowing
the needs and wants of the target markets and delivering the desired satisfactions better
than competitors do

Societal marketing concept is the idea that a company should make good marketing
decisions by considering consumers’ wants, the company’s requirements, consumers’
long-term interests, and society’s long-run interests

Preparing an Integrated Marketing Plan and Program

•The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing
strategy. It includes product, price, promotion, and place.
•Integrated marketing program is a comprehensive plan that communicates and
delivers the intended value to chosen customers.
Building Customer Relationships
Customer Relationship Management (CRM)
The overall process of building and maintaining profitable customer relationships by
delivering superior customer value and satisfaction
Relationship Building Blocks: Customer Value and Satisfaction
Customer Relationship Levels and Tools
– Basic Relationship
– Full Partnership
The Changing Nature of Customer Relationships
•Relating with more carefully selected customers uses selective relationship management
to target fewer, more profitable customers
•Relating more deeply and interactively by incorporating more interactive two way
relationships through blogs, Websites, online communities and social networks
Partner relationship management involves working closely with partners in other
company departments and outside the company to jointly bring greater value to customers
Partner Relationship Management
•Partners inside the company is every function area interacting with customers
–Cross-functional teams
•Partners outside the company is how marketers connect with their suppliers, channel
partners, and competitors by developing partnerships.
•Supply chain is a channel that stretches from raw materials to components to final
products to final buyers
•Supply management
•Strategic partners
•Strategic alliances
Capturing Value from Customers
Creating Customer Loyalty and Retention
•Customer lifetime value is the value of the entire stream of purchases that the customer
 would make over a lifetime of patronage
Growing Share of Customer
Share of customer is the portion of the customer’s purchasing that a company gets in its
product categories
Customer equity is the total combined customer lifetime values of all of the company’s
Building Customer Equity
•Building the right relationships with the right customers involves treating customers as
assets that need to be managed and maximized
•Different types of customers require different relationship management strategies
–Build the right relationship with the right customers\
The New Marketing Landscape
Major Developments
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