Marketing

Marketing

1. Create value to the customer and build strong customer relationships

   • Marketing Process
     • Understand the market place Customer needs and wants.
       • Suppliers/Company/Competitors/Marketing intermediaries/Consumers
     • Design customer-driven marketing strategy
       • Maketing management, market segmentation, target marketing, brand's value proposition
     • Construct an integrated marketing program that delivers superior value
       • Marketing mix, integrated marketing program
     • Buid profitable relationships and create customer delight
       • Involves working closely (Customer and partner relationship)
     • Capture value from customers to create profits and equity
       • Right relationships with the right customers

2. Company and marketing strategy (2)

   • Strategic planning
     • Defining the company mission
     • Setting company objectives and goals
     • Designing the business portfolio
       • The collection of business or products that make up the company
     • Planing marketing and other functional strategies
       • Value chain: Series of department that carry out value-creating activities
       • Market segmentation: division of a market into disctinct groups of buyers who have different needs
       • Market segment: a group of consumers who respond in a similar way to a given set of marketing efforts
       • Market targeting: process of evaluating each market segment's attractiveness and selecting one or more to enter
       • Marekting positioning : desirable place relative to competing products in the minds of the consumers
       • Differentation
       • Maketing mix: the set of controllable marketing tools

3. Marketing environment (3)

   • Microenvironment
     • The company
     • Culture
     • Suppliers
     • Marketing intermedieries
     • Competitors
     • Publics
   • Macroenvironment
     • Demography
       • Environmnet, trend, generational marketing,
     • Economic
     • Natural
     • Technological
     • Political
     • Culture
       • Beliefs and values
   • AFFECTS THE THREE (COMPANY, MARKETING AND CUSTOMER)

4. Marketing information (Customer insights) (4)

   • Marketing Information System (MIS)
     • Marketing environment affects all of them
     • Assessing information needs
     • Developing needed information
       • Internal database/Marekting intelligence/Marketing reseach
     • Analysing and using info.
   • Marketing research process
     • Defining the problem and research obj.
     • Developing the research plan
     • Implementing the plan
     • Interpreting the findings

5. Customer (5)

   • Buyer Behavior
     • Characteristics
       • Cultural
         • Subculture, culture, social class
       • Social factors
         • Groups, opinion leader, networks, family, roles and status
       • Psychological factors
         • Motivation, preception, learning, beliefs and attitudes
       • Personal factors
         • Age and life cycle, occupation, economic situation, lifestyle, personality
     • Types of buying decision behavior
       • Complex
       • Dissonance redusing
       • Habitual
       • New products
       • Varieties seeking