2. understanding strategic marketing
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8/6/2019 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
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S TR A TEGIC
M AR KE TING
S TR A TEGIC
M AR KE TING
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The 4 Ps & 4CsThe 4 Ps & 4Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience
Marketing
Influences
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Marketing Excellence FrameworkMarketing Excellence Framework
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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
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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
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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.
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Needs, wantsdemands
Markets Marketing &
Marketers
Utility, Value & Satisfaction
Xchange, Transaction
Relationships
Products
Core Concepts of MarketingCore Concepts of Marketing
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Core Concepts of MarketingCore Concepts of Marketing
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
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Understand Marketing
Marketing Triangle3Cs
Understand Marketing
Marketing Triangle3CsCustomers
CompetitionCompany
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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 . . . . .
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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
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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
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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
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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
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