Marketing

DEFINING MARKETING
* What is marketing?
* Identifying consumer needs
* All about customers
* Advertising, sales…
* Managing profitable customer relationships – How do they do this?
* The relationships with the customers must be profitable
* Understand the market place and customers needs and wants
* Design a customer driven marketing strategy* Motivated by your customer, how to create this strategy
* Construct an integrated marketing program that delivers superior value
* Build profitable relationships and create customer delight
* You think in long – term relationships
* Understanding marketplace and the customers’ needs
* First step is to understand the marketplace in which you willoperate. You need to understand the needs and wants and demands of the potential customers
* Needs = state of felt of depravation
* (Spanish omelets create our own need.
* Re basic, environment, physical needs, social needs friends, individual needs knowledge
* Market offerings:
* These needs and wants are filled trough MARKETING OFFERINGS – which issome combination of products, services, information or experiences offered to a market to satisfy a need or want.
* Whatever available in the market
* Marketing Myopia
* The mistake of paying more attention to the specific products a company offers rather than to the benefits and experiences produced by these products.
* Example: Shampoo
* Example: CD’s theyhave to look ahead, look to the customers need instead selling a product
* Marketing Management
* The marketing asks
* What’s our target market?
* A company understand his customers:
* Which customers
* How give them a value build a profitable relationships with customers.
* How can we serve these customers best?* Art and science of choosing science target and building a profitable relationship with that.
* Target Market
* Zara’s target market
* No old people
* Eroski’s target market
* Middle – low class people
* Always a target market market to decide the target of the public
* Value Proposition
* The Value Proposition answers a customer’squestion, why should I buy your brand instead of that of another company?
* Who? the target market
* How? vakue proposition
* Example:
* Supermarket a lot of brands, you have to choose 1
* Price
* Quality
* As the marjet you have, you know how to think about the customers value
*Quality
* Is the quoting to do?
* Price
* Proposition
* Marketing Mix:
* 4 p’s
* Product – create a need satisfying marketing offering
* What are you going to sell
* Price – decide how much it will charge for the offering
* Place – how will it make it available to consumers
* Promotion – howit will communicate the offering and make its merits known.
* Building profitable Customer relationships:
* Customer relationship Management:
* The overall process of building and maintaining a profitable customer relationships by delivering superior customer value and satisfaction
* Customer Managed Relationships
* Marketing relationships in which customers,empowered by today’s technologies, interact with companies and with each other to shape their relationships with brands.
* For the customers is easier to interact between them about the company
* Use this theories making creative
* Customer Generated Marketing:
* Brand exchanges created by consumers themselves – both invited and uninvited – by which consumers are...