Beruflich Dokumente
Kultur Dokumente
Class Today!!
Welcome on board session Review of the course outline Group formation Brain storming session Introduction to marketing
Your Idea!!!!
About marketing????
70% 0f the people think it is all about Advertising & Publicity Selling it is . Making products available in stores
What is Marketing?
A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities, including: Products Pricing Promotion Distribution
What is Marketing?
American Marketing Association Definition
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.
What is Marketing?
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Goals:
1.
2.
Concepts
Customer Value: The ratio of benefits to the sacrifice necessary to obtain those benefits
Offer products that perform Give consumers more than they expect Avoid unrealistic pricing Give the buyer facts Offer organization-wide commitment in service and after-sales support
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Exchange:
The idea that people give up something to receive something they would rather have. Satisfaction: The feeling that a product has met or exceeded the customers expectations.
Customer
Relationship
Marketing: The name of a strategy that entails long-term partnerships with customers, both individuals and firms
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Sales Concept
Marketing Concept
Focus on satisfying customer needs and wants and delivering the desired satisfaction better than competitors do
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Philosophy
Key Ideas
Focus on satisfying customer needs and wants while enhancing individual and societal well-being
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Marketing Myopia
Marketing myopia:
Occurs when sellers pay more attention to
the specific products they offer than to the benefits and experiences produced by the products.
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Case Study
P&Gs Tide Building Relationships
Value Creation for Tide
Building Relationships
History: Tide is an innovative brand, historically positioned on the basis of superior functional performance. At Issue: Competitors can copy product benefits quickly, but can not copy feelings toward the brand. Challenge: Understand what the brand means to consumers and how it fits into their lives. Goal: Speak eye-to-eye with consumers.
Research Process: Explored the emotional connections women have with their laundry via consumer immersion.
Findings: Women are linked emotionally to clothing. Fabrics allow women to express their attitudes, personality, and multiple facets of being female.
Tide Knows Fabrics Best campaign featured rich visual imagery and meaningful emotional connections.
Result: 7% sales increase.
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What is marketing?
The Marketing Process
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