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    C1 - Understansing Marketing - Marketplace & Customer Value

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    C1 - Understansing Marketing - Marketplace & Customer Value

    Uploaded by

    pinolxx
    1 views33 pages

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    C1_Understansing Marketing- Marketplace & Customer Value

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    1 views33 pages

    C1 - Understansing Marketing - Marketplace & Customer Value

    Uploaded by

    pinolxx

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 33

    Understanding Marketing,

    Marketplace & Customer


    Value
    MM 5001 – Marketing Managemen
    Ira Fachira, tPhD
    Topics

    • Marketing: Creating customer value and engagement


    (Ch. 1)
    • Partnering to build customer engagement, value &
    relationships (Ch. 2)
    • Marketing environment (Ch. 3)
    • Introduction to customer buying behavior (Ch. 5 &
    6)
    Marketing:
    Creating Customer Value And Engagement
    Keywords
    • Marketing: Art and Science
    • Understanding the Marketplace & Customer Needs:
    Needs, Wants, Demands
    • Customer Value-Driven Marketing Strategy: Value
    proposition, Selling concept vs. Marketing concept,
    Marketing Mix
    • Managing Customer Relationships & Capturing Customer
    Value: Customer-perceived value, Customer satisfaction
    Marketing?
    Understanding the Marketplace
    and Customer Needs
    • States of deprivation
    Needs • Physical—food, clothing, warmth, safety
    • Social—belonging and affection
    • Individual—knowledge and self-expression

    • Form that needs take as they are shaped


    Wants by culture and individual personality

    Demands • Wants backed by buying power


    Understanding the Marketplace
    and Customer Needs
    Customer Perceived Value
    There’s the price that you need to pay for certain value of things you pay. If
    you have extra money, you will prefer to pay more money to get convened,
    energy saved, and time saved rather than book a low-price tickets.

    https://www.slidegeeks.com/pics/dgm/l/c/Customer_Perceived_Value_Ppt_PowerPoint_Presentation_Sample_Slide_1-.jpg
    Managing Expectations Nicholas Saputra : Nugget Guy (Kanzler)
    Targeted: Young mother who have a family
    Messages delivered: Man, masculine enough to
    go the kitchen and do the house chores.

    Customers
    • Value and satisfaction

    Marketers
    • Set the right level of
    expectations
    • Not too high or low
    Marketing Management Concepts
    The company used this concept to value of
    the product to the customer. More likely
    engineer related to create a product
    specifications; requirements, R&D

    Provides a comple
    nsidered as a
    services. Assurances like
    concept; the
    BPJS, and
    nts to produce
    the company
    n’t have to be
    s have to be
    n the customer
    s Production Product concept Selling concept
    concept

    The person who becoming People, P


    Profit (3Ps); could do the those 3
    same time to achieve vision and mis
    the company, but thinking about the w
    ncept is mainly talking a of the people, and sustainability
    value that their experiencing. environment

    Marketing Societal Marketing


    concept concept
    Selling vs. Marketing The Selling Concept: would likely relate to the
    supply chain oriented, the company needs to
    make sure that the product is THERE.

    The marketing concept is talking about the


    experience of the customer that led to the
    satisfaction by the customer
    ch the customer market
    what customer wants, how
    oduct meet the customer
    and wants.

    TO BE USED QUANTITATIVE
    D TO HELP YOU WITH
    ATIVE APPROACH TO SEE
    GGER APROACH
    STRATEGIC MARKETING SYSTEM
    R ES EARCH M AC R O ENVIR ONMENT M ICR O
    Demographi Comp any
    c Economic Capability
    Natural Suppliers
    Technologica Intermediaries
    l Political Customers
    Cultural Competitors
    Publics

    M AR KET
    ANALYSIS SEGMENTATION

    A B C D E F G

    TA R G ET M AR KET

    A D G

    POSITIONING

    A D G

    MARKETING
    VARIABLE
    OBJECTIVE

    A D G

    PR O D U C T PRICE PL ACE PR O MO TION S ALES F ORCE

    MARKETING
    STRATEGY

    A D G

    PR O D U C T PRICE PL ACE PR O MO TION S ALES F ORCE

    IMPLEMENTATION

    If working,
    BUD GET CONTR OL
    continue If not
    TIMELINESS working
    Partnering to Build
    Customer Engagement, Value, and Relationships
    Keywords

    • Company-Wide Strategic Planning: Strategic


    planning, mission statement, business portfolio.
    • Planning Marketing: Value chain, value delivery
    network.
    • Marketing strategy & Marketing Mix: ST(D)P,
    4P/7P.
    Company Wide Strategic Planning
    Marketing Strategy & the Marketing Mix
    Marketing Strategy & the Marketing Mix
    https://www.smartinsights.com/wp-content/uploads/2014/03/The-7Ps-Marketing-Mix.png
    Managing the Marketing Effort
    Analysis, Planning, Implementation, and Control
    Managing the Marketing Effort
    Marketing Analysis: SWOT Analysis
    The Marketing Process
    Understand the marketplace and
    customer needs and wants

    Design a customer-driven marketing


    strategy

    Construct an integrated marketing


    program that delivers superior value

    Build profitable relationships and create


    customer delight

    Capture value from customers to create


    profits and customer equity
    Measuring & Managing
    Return on Marketing Investmet
    B2C Elements of Value
    B2C Elements of Value

    https://www.bain.com/insights/elements-of-value-interactive/
    B2B Elements of Value

    https://www.bain.com/insights/explore-the-b2b-elements-of-value-interactive/
    Marketing Environment
    Keywords

    • The marketing environment


    • Micro-environment: The company, suppliers,
    intermediaries, customers, competitors, publics
    • Macro-environment: Demographic, economic,
    natural, technological, political, cultural
    • PESTLE
    The Microenvironment
    The Macroenvironment
    The Macroenvironment: PESTLE

    https://andet5.com/2018/02/pestel-analysis-what-is-it-and-why-do-we-use-it/
    The Macroenvironment: PESTLE
    •https://www.youtube.com/watch?v=Gv5fza6wHE4
    THANK YOU

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