2. understanding strategic marketing

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STRATEGICMARKETING

KIM@LEMANGLOBUS COMKIM@LEMANGLOBUS COM



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Week 2nd.

Wednesday, 6thOctober 20101)1)10:0010:00 --10:50 Lecture 110:50 Lecture 1

2)2)11:0011:00 --11:50 Lecture 211:50 Lecture 2

3)3)12:0012:00 --12:50 Assignment, BP12:50 Assignment, BP

Understanding Strategic MarketingUnderstanding Strategic Marketing

Week 2nd.

Wednesday, 6thOctober 20101)1)10:0010:00 --10:50 Lecture 110:50 Lecture 1

2)2)11:0011:00 --11:50 Lecture 211:50 Lecture 2

3)3)12:0012:00 --12:50 Assignment, BP12:50 Assignment, BP

Understanding Strategic MarketingUnderstanding Strategic Marketing

22

S TR A TEGIC

M AR KE TING

S TR A TEGIC

M AR KE TING



33

The 4 Ps & 4CsThe 4 Ps & 4Cs

Marketing

Mix

Product

Price Promotion

Place

Customer

Solution

Customer

Cost

Communication

Convenience

Marketing

Influences



Marketing Excellence FrameworkMarketing Excellence Framework

44



55

Difference Between - Sales & Marketing ?Difference Between - Sales & Marketing ?

Salestrying to get the customer to want what the

company produces

Marketingtrying to get the company produce what the

customer wants



66

Scope What do we marketScope What do we market

Goods

Services

Events

Experiences Personalities

Place

Organizations

Properties Information

Ideas and concepts

Goods

Services

Events

Experiences Personalities

Place

Organizations

Properties Information

Ideas and concepts



77

Core Concepts of MarketingCore Concepts of Marketing

Based on :

Needs, Wants, Desires / demand

Products, Utility, Value &S

atisfaction Exchange, Transactions & Relationships

Markets, Marketing, Marketers & Marketplace.

Based on :

Needs, Wants, Desires / demand

Products, Utility, Value &S

atisfaction Exchange, Transactions & Relationships

Markets, Marketing, Marketers & Marketplace.



88

Needs, wantsdemands

Markets Marketing &

Marketers

Utility, Value & Satisfaction

Xchange, Transaction

Relationships

Products




99


Need ± food ( is a must )

Want ± Pizza, Burger, French fry's ( translation of a need

as per our experience )

Demand ± Burger ( translation of a want as per our

willingness and ability to buy )

Desire ± Have a Burger in a five star hotel

Need ± food ( is a must )

Want ± Pizza, Burger, French fry's ( translation of a need

as per our experience )

Demand ± Burger ( translation of a want as per our

willingness and ability to buy )

Desire ± Have a Burger in a five star hotel



1010

Understand Marketing

Marketing Triangle3Cs

Understand Marketing

Marketing Triangle3CsCustomers

CompetitionCompany



1111

Who is a Customer ??Who is a Customer ??

Anyone who is in the market looking at a product /

service for attention, acquisition, use or consumption

that satisfies a want or a need

CUSTOMER IS . . . . .



1212

Customer ±Customer ±

CUSTOMER has needs, wants, demands anddesires

Understanding these needs is starting point of theentire marketing

These needs, wants «« arise within a frameworkor an ecosystem

Understanding both the needs and the ecosystem isthe starting point of a long term relationship

CUSTOMER has needs, wants, demands anddesires

Understanding these needs is starting point of theentire marketing

These needs, wants «« arise within a frameworkor an ecosystem

Understanding both the needs and the ecosystem isthe starting point of a long term relationship



1313

How Do Consumers Choose AmongProducts & Services?

How Do Consumers Choose AmongProducts & Services?

Value - the value or benefits the customers gain from

using the product versus the cost of obtaining the

product.

Satisfaction - Based on a comparison of performanceand expectations.

Performance > Expectations => Satisfaction

Performance < Expectations => Dissatisfaction

Value - the value or benefits the customers gain from

using the product versus the cost of obtaining the

product.

Satisfaction - Based on a comparison of performanceand expectations.

Performance > Expectations => Satisfaction

Performance < Expectations => Dissatisfaction



1414

Customers - Problem SolutionCustomers - Problem Solution

As a priority , we must bring to our customers

³WHAT THEY NEED´

We must be in a position to UNDERSTAND their

problems

Or in a new situation to give them a chance to AVOID

the problems

As a priority , we must bring to our customers

³WHAT THEY NEED´

We must be in a position to UNDERSTAND their

problems

Or in a new situation to give them a chance to AVOID

the problems



1515

Customer looks f or ValueCustomer looks f or Value

Value = Benefit / Cost

Benefit = F unctional Benefit + E motional

Benefit

Cost = Monetary Cost + Time Cost +

Energy Cost + Psychic Cost

Value = Benefit / Cost

Benefit = F unctional Benefit + E motional

Benefit

Cost = Monetary Cost + Time Cost +

Energy Cost + Psychic Cost

2. understanding strategic marketing

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