Chapter 1 Fundamentals of Marketing

PRINCIPLES OF MARKETING
MANAGEMENT
Unit1: Fundamentals of Marketing
Mission Vision Core Values

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contribution to the society in a dynamic environment Responsibility | Pursuit of Excellence
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MARKETING:
• Marketing refers to activities a company undertakes to
promote the buying or selling of a product or service.
• Marketing includes advertising, selling, and delivering
products to consumers or other businesses.
• Some marketing is done by affiliates on behalf of a
company.
• It starts through market research
• Ultimately Marketing is Customer Satisfaction.
• Satisfying customer needs,
requisitions and wants will be
the major goal in case of
Marketing.
Excellence and Service
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Deemed to be University
Definition of Marketing
● Philip Kotler defines marketing as “the science and art
of exploring, creating and delivering value to satisfy
the needs of a target market at a profit.

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Marketing in 21st Century

● Marketing in the 21st century combines both traditional
and digital channels to promote products and services.
They focused on mass marketing campaigns to create
awareness in the target market and influence customers to
make purchasing decisions on behalf of their preferred
choices.

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Continued……………
● Marketing is an organisational function and a set of
processes for creating, communicating an delivering
value to customers and for managing customer
relationships in ways that benefit the organization and
its stakeholders.

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Scope of Marketing
● Market Research
● Product Planning and Development
● Pricing of Product
● Product Promotion
● Distribution channels
● Finance
● Sales Management
● Collecting feedback from
customers

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Evolution of Marketing Concept

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Production Concept
• This is one of the oldest concept of Marketing. According to that
concept, producer believed that if the product is good and reasonably
priced, it will be most popular if no special marketing efforts are
made.
• In other words, customer prefer those products which are low priced
and easily available.
• According to Philip Kotler , “ the production concept hold that
consumer will favour those products that are widely available and
low in cost management in production oriented organization
concentrate on achieving high production
efficiency and Distribution coverage.”
• This concept is very useful in Banks, General
Hospitals and Industries which producing
convenience products.

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Product Concept
• According to this concept , producer believed that by making
superior products and improving their quality , they will attract
more customer.
• According to Philip kotler , “ The product concept holds that
consumer will favour those products that offer the most quality
performance and features.
• Management in these product oriented organizations focus their
energy on manufacturing good quality products and improving them
over time. This concept is useful for specialized nursing homes,
bakeries and Industries which are producing electronic products.

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Selling Concept
• According to that concept, the customer will not normally purchase
the product unless they are convinced through proper advertising ,
sales promotion and salesmanship efforts.
• It shows that even the best products cannot have assured sales
without the help of sales promotion.
• So, a marketing concept points out that goods are not bought but
they sold with the help of salesmanship efforts, aggressive
advertising and intensive sales promotion .
• This concept change the attitude of marketers as sales – oriented.

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Marketing Concept
• This concepts focus on the determination of the requirements of
potential customers and supplying product to satisfy their
requirements.
• This concept highlights that the primary task of every business
enterprise is to study the needs, desires and values of potential
customers.
The market concept focus on :
• Target market
• Customer Needs
• Integrated Marketing
• Profit through Customer Satisfaction

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Societal Marketing Concept

• This is the new and broader concept of marketing. This concept
focuses that the organization should first determine the needs, wants
and interests of the target markets.
• It emphasized on producing goods and services which are beneficial
for the society.
• According to Philip Kotler, “ Societal marketing concept is customer-
orientated concept backed by integrated marketing aimed at
generating customer satisfaction and long – run customer welfare as
the key to attaining long –
run profitable volume.”

Selling v/s Marketing
Point Of Difference Marketing Concept Selling Concept
Marketing Is The Process Of

Delivering Goods And Sales Are The Process Of
Definition Services To Create Value For Rounding Up Customers To
The Customer And Make A Increase Sales.
Profit.
It Views The Business As A

View On Business Customer-Satisfactory It Views Business As A Goods-
Process. Producing Process.
Consumers Determine The The Cost Determines The

Price Price. Price.
This Concept Gives Equal This Concept Gives

Marketing Mix Importance To The Importance To Only
Marketing Mix. Promotion.
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Point Of
Difference Marketing Concept Selling Concept
This Concept Earns

This Concept Earns Profit Through Profit Through
Profit
Customer Satisfaction. Attractive Sales And
Promotion.
This Concept
This Concept Emphasizes Customer
Emphasis Emphasizes Products Or
Needs.
Services.
The Scope Of The

Scope The Scope Of The Marketing Concept Selling Concept Is
Is Wider. Narrow.
The Objective Of The
The Objective Of This Concept Is To
Selling Concept Is To
Objective Satisfy The Customer Through Goods
Increase Sales Of Goods
And Services.
And Services.

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Marketing Mix
Marketing mix is a selection of marketing tools that include several
areas of focus that can be combined to create a comprehensive plan.
The term refers to a classification that began as the 4 P’s: product,
price, place, and promotion, and has been expanded to Product, Price,
Promotion, Place, People, Physical evidence, and Process.
It involves the 7Ps; Product, Price, Place and Promotion (McCarthy,

1960) and an additional three elements that help us meet the
challenges of marketing services, People, Process and Physical
Evidence (Booms & Bitner, 1982).

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MARKETING MIX – 4 Ps
● The Marketing Mix, also known as the four P's of marketing,
refers to the four key elements of a marketing strategy: product,
price, place and promotion. By paying attention to the following
four components of the marketing mix, a business can maximize
its chances of a product being recognized and bought by
customers:
● Product. The item or service being sold must satisfy a consumer's
need or desire.
● Price. An item should be sold at the right price for consumer
expectations, neither too low nor too high.
● Promotion. The public needs to be informed about the product and
its features to understand how it fills their needs or desires.
● Place. The location where the product can be purchased is
important for optimizing sales.
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Marketing Mix- Product

● Design
● Usefulness
● Colour
● Quality
● Packaging
● Branding
● Accessories
● Warranty
● After-Sales Service

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Marketing Mix- Price

● • Wholesale/Retail/
Promotional price
• Pricing strategy
• Discount
• Allowances
• Credit terms

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Continued……………
● Penetration pricing is a pricing strategy where the price of
a product is initially set low to rapidly reach more
customers
● Price skimming is a product pricing strategy by which a
firm charges the highest initial price that customers will pay
and then lowers it over time.
● Differential pricing is a pricing strategy where businesses
set different prices for the same product or service based
on multiple factors. Common factors include the customer's
location, time of purchase, purchase history, price
sensitivity, and ability to pay.

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Marketing Mix- Place
● Physical Distribution
• Transport
• Inventory
● Distribution channels
○ Wholesalers
○ Retailers
○ Agents
○ Own Store
○ Direct Sales
○ Online sales

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Marketing Mix - Promotion

● Advertising
● Public Relation
● Sponsorship
● Sales Promotion
● Personal Selling
● Direct mail
● Digital content
● Social media

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Marketing Mix (extended – 7 P’s)

● A company’s people are at the forefront when interacting with customers,
taking and processing their enquiries, orders and complaints in person,
through online chat, on social media, or via the call center.
● They interact with customers throughout their journey and become the
‘face’ of the organization for the customer.
● People can be inconsistent but with the right training, empowerment and
motivation by a company, they can also represent an opportunity to
differentiate an offering in a crowded market and to build valuable
relationships with customers.
● Advise and Sales support
● Customer Service
● After Sales Backup

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Marketing Mix- Process

All companies want to create a smooth, efficient and
customer-friendly journey – and this can’t be achieved
without the right processes behind the scenes to make that
happen.
Understanding the steps of the customer journey – from
making an enquiry online to requesting information and
making a purchase – helps us to consider what processes
need to be in place to ensure the customer has a positive
experience.
● Marketing team
● Individuals on customer contact
● Recruiters
● Trainers
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Marketing Mix- Physical Evidence

● Physical evidence provides tangible cues of the quality of
experience that a company is offering.
● It can be particularly useful when a customer has not
bought from the organization before and needs some
reassurance, or is expected to pay for a service before it is
delivered.
● For a restaurant, physical evidence could be in the form of
the surroundings, staff uniform, menus and online reviews
to indicate the experience that could be expected..
● Web page
● Brochure
● Uniforms
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NEW PRODUCT DEVELOPMENT PROCESS
Compelling

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Click the link for more information - https

://autoprotoway.com/automotive-product-development/

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Importance of Marketing
● Helps in business planning and decision making
● Product development
● Effective consumer engagement
● Builds relationships among customers
● Marketing creates revenue options
● Build a reputation for your brand

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Helps in Business Planning and

Decision Making:
● Marketing helps in business planning as it helps to
shape the product from its production to its
reaching the customers.
● The 4Ps of marketing help the business to make
sure what alternatives are better for the growth of
the business and help to make decisions that prove
beneficial for the customers.
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Product Development:
● The product part of the 4Ps provides alternatives
for developing the product regarding its branding,
labelling, packaging, and how it should be
brought into the market.
● Moreover, customer feedback and market research
provide a blueprint of how the product has to be
further modified to suit the needs of the
consumers.
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Effective Consumer Engagement
● With the use of various platforms online and

offline, the company can gain consumer
engagement in some form or another.
● For example : In personal selling, salesmen
interact with the customers and get to know
their needs.

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Builds relationships among customers:

● Marketing always tries to establish a cordial
relationship with the customers.
● Modern marketing deals with the customers as they are
the king.
● Hence continuous efforts make customers satisfied.
● And this helps them stay with the brand or company for
a long time.

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Marketing creates revenue options:
● When marketing techniques convert the leads to

actual sales. It ultimately increases revenue.
● Hence, marketing is crucial to generating and
increasing revenue by communicating the products
with potential customers.

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Set better goals for your business:
● Marketing helps the business know about the

customers' demands and needs.
● They could set their goals according to their
demands.
● Can also focus on branding, quality standards,
Market share and market leadership.

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Build a reputation for the brand
● Effective marketing tends to impact the

customers' minds.
● Hence, they build brand awareness among in
the mindset of customers.
● This increases the image of the company
products and services.

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Modern Marketing in 21st Century

● Customer-Centric Approach
● Digital Presence
● Integrated Marketing Communications
● Data-Driven Decision Making
● Brand Storytelling
● Focus on Value Creation
● Market Research
https://www.youtube.com/watch?v=cA2XHl_cnUE
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Customer-Centric Approach:
● Modern marketing places the customer at the center of all
strategies and actions.
● It’s about understanding customer needs, preferences, and
behaviors, and creating products or services that satisfy these
requirements.
● Customer feedback and data analytics play a crucial role in
enabling businesses to tailor their offerings.

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Digital Presence:
● The digital landscape is a critical component of
modern marketing.
● A strong online presence through websites,
social media platforms, and e-commerce portals
is vital.
● Digital marketing channels such as email,
content marketing, and search engine
optimization (SEO) are commonly used to reach
a broader audience.

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Integrated Marketing Communications
● Modern marketing emphasizes the integration

of various communication channels.
● Integrated Marketing Communications (IMC)
ensures that all the messages and
communications are consistent across all
channels, whether it be social media, traditional
advertising, or public relations.
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Data-Driven Decision Making
● Data and analytics have become the

foundation of marketing decisions.
● By analyzing customer data, market trends,
and competitors, businesses can make
informed decisions that align with their goals
and the market demand.

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Brand Storytelling
● Modern marketing involves creating

compelling brand stories.
● These stories, built around the brand’s values
and vision, help to connect with customers on
an emotional level, thus building brand loyalty.

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Focus on Value Creation

● Rather than just selling products or services,
modern marketing focuses on creating value
for customers.
● This includes not just the functional value but
also emotional and social value, ensuring that
customers perceive the product or service as
adding something positive to their lives.
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Marketing Research
● Under the marketing concept; knowledge and
understanding of customer’s needs, wants and
desires is very vital.
● Therefore, a regular and systematic marketing
research programme is required to keep abreast of
the market.
● In addition, innovation and creativity are necessary
to match the products of requirements of customers.

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Customization and Customer Satisfaction
● The feature of modern marketing is to

maximize profit over the long run through the
satisfaction of customers wants.
● Today business is focused more on customer
satisfaction through customization of products
as per the requirements of customers.

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Cross Selling:
● Cross Selling is a strategy of providing existing customers the
opportunity to purchase additional items offered by the seller.
● Often, cross-selling involves offering the customer items that
compliment the original purchase in some manner.
● The idea behind cross-selling is to capture a larger share of the
consumer market by meeting more of the needs and wants of
each individual customer.

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Up-Selling:
● Up-selling “is what when you take the initiative to ask someone
who already has purchased something you offer to purchase
more of it - or more of something else”.
● Up-selling means moving "up" to a more expensive version of
what they're already considering purchasing, for example, the
32-inch TV set instead of 24-inch TV set.

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Marketing will be successful

Target audience :
● In order to create successful marketing
strategies, it is essential to have a thorough
grasp of the target audience's needs,
preferences, and behaviour.
Competitor analysis:
● Analyzing the competitors and their
marketing tactics in-depth can offer insightful
advice and assist businesses in creating
winning marketing plans.

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Continued…Lifeline for organisation

● Distinct value proposition
Organizations must have a distinct value proposition
in order to differentiate themselves from the competition
and draw in clients.
● Effective communication
Promoting a product to the intended market requires
effective communication through a variety of channels,
including advertising, public relations, and sales.
● Strong brand image
A strong brand image can have a substantial impact
on marketing performance by fostering customer loyalty
and trust.
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Customized Marketing
● Marketers can customize products and services for individual
customers.
● This is specifically when a supplier creates a product or service
for an individual customer that did not exist before.
● This can exist in both personal service markets as well as in
business-to-business markets.
● Customized marketing works on the concept of “Give your
customers what they want”
● Customized marketing is a strategy that uses data to connect with
target audiences and existing customers to offer an optimized
marketing experience.

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Benefits of Customization
● Increase sales.
● Keep costs at mass production rates.
● Generate more profit.
● Be perceived as flexible.
● Engage customers.
● Build brand loyalty.
● Gain competitive advantage.
● Production efficiency
● Higher revenue

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Building Customer Satisfaction

● Customer satisfaction refers to a buyer’s expectation
related to product perceived performance. Because of the
lower performance of the product, the customer may be
dissatisfied. If product performance is equal to customer
expectations, the customer is satisfied.
● If the product performance exceeds the buyer’s
expectation, the customer may be highly satisfied &
delighted.
● Most successful companies try to keep their customers
satisfied. Because if they create a higher level of
customer satisfaction that may lead to a greater level of
customer loyalty.
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Measuring Customer Satisfaction
● Customer satisfaction (CSAT) is a measure of how

well a company’s products and services meet
customers’ expectations.
● It reflects your business’ health by showing how
well your products are resonating with buyers.

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How to measure Customer Satisfaction
● Customer satisfaction score – CSAT
● Net Promoter Score – NPS
● Customer Effort Score (CES)
● Customer Retention Rate
● Churn Rate

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Customer Satisfaction Score

● One common method to measure customer
satisfaction scores is through a survey that
asks customers to rate their experience on a
scale, a 5-point scale (such as "very
dissatisfied" to "very satisfied").
● The scores can then be averaged to
determine the overall customer satisfaction
score.

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Net Promoter Score:

● Another method is the Net Promoter Score (NPS), which
asks customers how likely they are to recommend a
product or service to others on a scale of 0-10. The
scores are then categorized into three groups:
● Detractors (0-6)
● Passives (7-8)
● Promoters (9-10).
● The overall NPS is calculated as the percentage of
promoters minus the percentage of detractors.
● NPS = % of Promoters - % of Detractors

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Customer Effort Score:

● The Customer Effort Score (CES) is a metric used to measure the
effort a customer has to put in to solve a problem or complete a
task. The CES is typically calculated by asking customers to rate
their level of effort on a scale, such as a 1-7 scale or a 5-point
scale (such as "very low effort" to "very high effort").
● This score can be used to understand the ease of use of a product
or service and identify areas for improvement to reduce customer
effort and increase customer satisfaction. It's important to
regularly measure the CES and track changes over time to monitor
the impact of any improvements made.

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Customer Retention Rate (CRR):

● It is a metric that measures the percentage of customers
a business is able to retain over a given period of time.
● It is calculated by dividing the number of customers a
business has at the end of a period by the number of
customers it had at the beginning of that period.

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CHURN RATE
● Churn rate is a metric that measures the percentage of
customers who stop doing business with a company
over a specific period of time.
● It is calculated by dividing the number of customers
lost during the time period by the total number of
customers at the beginning of the period.

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Why customer satisfaction is important
● Customer loyalty
● Reflects support team’s performance
● Repeat purchases
● Customer lifetime value
● New customer acquisition

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Ways to increase customer Satisfaction

● Understand customer expectations
● Experience the journey yourself
● Connect with your agents
● Treat your customers right
● Offer clear and transparent communication
● Train your teams
● Reduce wait times
● Listen to your customers
● Personalize for your customers
● Conduct CSAT surveys
● Improve your NPS

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Customer Loyalty and Retention

● Customer loyalty can be defined as a person's
willingness to interact with and buy from a specific
company on an ongoing basis.
● If marketer can create memorable, positive experiences
for the customers, then it will increase the chances of
them not only coming back for more, but spending
more per purchase.

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How to measure customer loyalty?

● Do customers continue to buy a product or service from
the same brand?
● Do customers buy other products or services from the
brand?
● Does the customer have any other brand options to
choose from?
● Do customers accept errors more willingly? (Also, What
errors do customers regularly encounter?)
● Are customers leaving positive reviews? (And, what do
the reviews say?)
● If customers are leaving negative feedback, what can be
improved?
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How to analyse customer Loyalty
● Customer Retention Rate (CRR)

● Net Promoter Score (NPS)
● Customer Satisfaction Score (CSAT)
● Customer Effort Score (CES)
● Repeat Purchase Rate (RPR)
● Audit reviews and social media

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Repeat Purchase Rate

● While most of the metrics above measure emotion or
intention, your Repeat Purchase Rate (RPR) measures
actual customer behavior.
● RPR shows the percentage of customers that make more
than one purchase in a given period.
● Emotion-based scores can be useful, but nothing shows
loyalty like putting your money where your mouth is.
● RPR includes anyone who makes multiple purchases.
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Audit Reviews and Social Media

● Listening and asking questions can be the greatest asset
in boosting customer loyalty program.
● Social media is a great place to listen to customers.
● Since most of your customers are probably active on
social media already, it can be a great resource for you to
learn more about them.
● Find out what customers like, which brands they follow,
what products they buy, and who they talk to.
● We can just ask a question and seek their opinion. This
will not only give you ideas about how to reward them
but also about what products or services will be ideal for
them.
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How to use customer loyalty analytics to

grow the business
● Use customer retention rate to guide your loyalty
program.
● Understand customers’ needs.
● Prepare a customer segmentation analysis report.
● Track the Effectiveness of Customer Loyalty Program
● Turning Loyalty into Action

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Ways to increase customer Loyalty
● Adopt customer service tools

● Apologize when you make mistakes
● Inspire with a mission
● Empower customers with convenience.
● Customization

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Customer life time value:

● Customer lifetime value (CLV) is a measure of
the average customer's revenue generated
over their entire relationship with a company.
● Comparing CLV to customer acquisition cost is
a quick method of estimating a customer's
profitability and the business's potential for
long-term growth
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Case Study - Apple

● Back in 2015, U.S. pop artist Taylor Swift announced a
very public boycott of Apple Music. That was due to the
service offering a one-month free trial of its streaming
feature -- but not paying artists for any of their music
that was played during the free period.
● To right the situation, Apple enlisted the help of its SVP
of Internet Software and Services, Eddy Cue, who went
about a slightly unusual way of admitting to the brand’s
wrongdoing -- via Twitter.

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Case Study
● An average Netflix subscriber stays on board for 25
months. According to Netflix, the lifetime value of a
Netflix customer is $291.25.
● Netflix knows that customers are impatient and some
customers cancel because they don’t like waiting for
movies to arrive in the mail.
● Due to this they’ve added a feature where you can
stream movies on the web, which not only satisfies your
movie urge, but it keeps you busy while you are waiting.
● By tracking these stats and behavior, Netflix has reduced
their churn to 4%.

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CASE STUDY
● CROCS: has always had a data-driven, customer-centric
approach to marketing.
● When the marketing team is given a mandate to
transform Crocs’ online business by becoming less
reliant on promotions and discounts, the team is excited
by the opportunity to improve Crocs’ profitability.
● The team tests to optimize promotions aimed at
customers who are predicted to churn, and expands
programs to coordinate a “no discount” experience
across site, email and display for customers with the
lowest price sensitivity. Crocs realizes a lift in revenue.

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How to measure Customer Lifetime Value
● Calculate the average purchase value.
● Calculate the average purchase frequency rate.
● Calculate the average customer's value.
● Calculate the average customer's lifetime span.
● Calculate your customer's lifetime value.

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Calculate the average purchase value:

● First, we need to measure average purchase value.
According to statistics, the average Starbucks customer
spends about ₹800 each visit.
● We can calculate this by averaging the money spent by a
customer in each visit during the week. For example, if I
went to Starbucks three times and spent ₹ 6000 total, my
average purchase value would be ₹ 2000.
● Calculate the revenue generated from all the customers,
divide that value by the number of customers surveyed to
get the average purchase value.

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Calculate the average purchase frequency rate
● The next step to calculating CLTV is to measure the

average purchase frequency rate.
● In the case of Starbucks, we need to know how many
visits the average customer makes to one of its locations
within a week.
● Calculate this number by dividing the number of
purchases by the number of unique customers who made
purchases during that period.
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Calculate the average customer's value
● Now that we know what the average customer

spends and how many times they visit in a
week, we can determine their customer value.
● To do this, we have to look at all customers
individually and then multiply their average
purchase value by their average purchase
frequency rate.
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Calculate the average customer's lifetime span

● ACL can be calculated by dividing sum of customer
lifespan by total number of customers.
● If we were to calculate Starbucks' average customer
lifespan, we would have to look at the number of years
each customer frequented Starbucks.
● Then we could average the values together to get 20
years.
● If company don't have 20 years to wait and verify that,
one way to estimate customer lifespan is to divide 1 by
churn rate percentage..

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To Calculate customer's lifetime value

● It's essential for customer success and support teams
to understand CLV because it's always less expensive
to maintain an existing relationship than to create a
new one.
● let's say a typical restaurant customer visits once per
month and spends ₹5000 per visit over an average
lifetime of 10 years. The customer lifetime value
would be calculated as: ₹5000 x 12 x 10 = ₹
6,00,000.

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How to Increase Customer Lifetime Value

● Customer Loyalty or Rewards Programs
● Optimize your onboarding process
● Customer Experience
● Customer Engagement
● Build long-lasting relationships
● Customer Feedback
● Invest in Technology & Software
● Upsell and Cross-Sell
● Social Media
● Simple Purchasing Experiences
● Embrace good advice
● Improve your customer service
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Concentrated Marketing / Niche Marketing

● Concentrated marketing is a solid strategy used by
marketers to focus all their efforts on one particular
target audience segment.
● In other words, the marketing strategy caters all of its
marketing initiatives to serving only one segment of
the market.
● Another way to phrase it is to practice niche
marketing, that is, to place the emphasis on how your
products or services meet the specific needs or wants
of a particular niche audience.

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Features:
● Concentrated marketing has features that help you
understand the business models it best suits.
● A concentrated marketing strategy can be implemented
by small companies; as it helps companies focus, meet
the needs and produce goods specifically for one
audience segment.
● It also involves the efficient use of resources for
production, distribution, and advertising;
● It requires a company-expert in the market that knows
the core product necessary to get into the niche market;
● But it can’t acquire a larger customer base.

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Example:
Rolls-Royce:
● The luxurious car manufacturer was established in 1904 in
Britain, Rolls-Royce knows a thing or two about
concentrated marketing.
● The brand has customers in more than 120 countries and
is well-known for the quality and price of its cars.
● Rolls-Royce targets customers with liquid assets of at
least $30 million.
● This car manufacturer reaches their clients using
personally signed letters. The brand sells approximately
800 cars per year.

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Example:
Rolex
● The brand founded in 1905 and is considered one of the
leading names in the watch manufacturing industry.
● Their promotional campaigns always include different
famous, influential, successful athletes and artists who
depict the brand’s target segment.
● Ads created by Rolex convey that successful, strong
people with status wear Rolex watches.
● This shows that the watch manufacturer is targeting
career-orientated people.

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Holistic marketing
● Holistic marketing is a marketing strategy that focuses on
the whole business as one entity.
● In a holistic marketing strategy, all the company's
departments and all the different components of the
marketing strategy work together to accomplish shared
goals and support the company's purpose.
● It is based on the premise that the whole is greater than
the sum of its parts.
● This ensures that each person in every department, from
sales to operations to HR to marketing and others, work
towards one common goal.

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Example:
● Coca-Cola has one of the best examples of holistic
marketing concept.
● They have recently refreshed their entire global
identity to “Real Magic”.
● The Coca-Cola Company says, “Real Magic is not
just a tagline.
● We see it as a philosophy that transcends advertising
and embodies all that is special about the brand.”
CHRIST

CHRIST

CHRIST
Social Cause Marketing Challenges
● Identifying the Right Platform

● Understanding the Target Audience
● Declining Organic Engagement
● Meeting Consumer Expectations
● Instilling the moral purpose among all

CHRIST
Social Cause Marketing:

● https://www.youtube.com/watch?v=jG7Zhbd_n7Y
● https://
www.youtube.com/watch?v=PeJjzW1xzUA&t=4s
● https://www.youtube.com/watch?v=V7vZzIjSCoQ
● https://www.youtube.com/watch?v=iJwzu6vtjYY

CHRIST

CHRIST

CHRIST

CHRIST

CHRIST
Comments:
1. The company needs to do analysis of opportunities, technological
growth and other changes before planning.
2. The car reveals lack of marketing research, marketing
intelligence as well as absence of coordination between different
departments particularly between production and sales.
3. Under systems approach to marketing and the new marketing
concept, these handicaps can be easily removed.
4. The customer will be the centre of the marketing universe and all
departments/divisions will offer coordinated to achieve overall
mission of the firm.
5. Product line shall be rationalized to smoothen the production
efforts as well as marketing activities. Standardization without
sacrificing customer interest is always desirable.

CHRIST
Continued………
● Marketing Management concept demands
integrated managerial approach to marketing
and it rotates around customer needs by
marketing research, customer oriented
marketing planning, evolution of right
marketing-mix, co-ordination of all departments,
and above all, adequate serving of market
demand.
● Then only profitability and progress can be
assured.

CHRIST
Consumer oriented market

● https://www.youtube.com/watch?v=6a9yU87M
wLI
● https://
www.youtube.com/watch?v=JDmqnZVuZAQ
● https://
www.youtube.com/watch?v=ZaKbhKN93Yw

CHRIST

Chapter 1 Fundamentals of Marketing

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PRINCIPLES OF MARKETING

Mission Vision Core Values

Excellence and Service

Excellence and Service

Excellence and Service

Marketing in 21st Century

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Evolution of Marketing Concept

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Excellence and Service

Societal Marketing Concept

Excellence and Service

Marketing Is The Process Of

It Views The Business As A

Consumers Determine The The Cost Determines The

This Concept Gives Equal This Concept Gives

This Concept Earns

The Scope Of The

Excellence and Service

It involves the 7Ps; Product, Price, Place and Promotion (McCarthy,

Excellence and Service

Excellence and Service

Marketing Mix- Product

Excellence and Service

Marketing Mix- Price

Excellence and Service

Excellence and Service

Marketing Mix- Place

Excellence and Service

Marketing Mix - Promotion

Excellence and Service

Excellence and Service

Marketing Mix (extended – 7 P’s)

● Advise and Sales support

● After Sales Backup

Excellence and Service

Marketing Mix- Process

Marketing Mix- Physical Evidence

Excellence and Service

Click the link for more information - https

Excellence and Service

Excellence and Service

Helps in Business Planning and

Effective Consumer Engagement

● With the use of various platforms online and

Excellence and Service

Builds relationships among customers:

Excellence and Service

Marketing creates revenue options: