intro marketing -management
DESCRIPTION
Intro marketing -managementTRANSCRIPT
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The art and science of choosing target markets and building profitable relationships with them.
Questions to ask:
1. What customers will we serve?What is our target market?
2. How can we best serve these customers?What is our value proposition?
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Finding and increasing demand, also changing or reducing demand such as in demarketing.
DemandManagement
Temporarily or permanently reducing the number of customers or shifting their demand.
Demarketing
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CustomerNeeds
Product Price
Promotion Distribution
CustomerNeeds
Product Price
Promotion Distribution
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Production ConceptProduction Concept
Product ConceptProduct Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Societal Marketing ConceptSocietal Marketing Concept
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The set of benefits or values a company promises to deliver to consumers to satisfy their needs.
It cleans and freshens like sunshine!
http://www.gainlaundry.com
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Customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.
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Dependent on the product’s perceived performance relative to a buyer’s expectations.
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Customer Lifetime Value› The entire stream of
purchases that the customer would make over a lifetime of patronage.
Share of Customer›The share a company gets of the customers purchasing in their product categories.
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Customer equity is the total combined customer lifetime values of all of the company’s customers.
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Projected loyalty
High
Profitability
Low
Long-term customers
Short-term customers
Good fit between company’s offerings and customer’s needs; high profit potential
Limited fit between company’s offerings and customer’s needs; low profit potential
Little fit between company’s offerings and customer’s needs; lowest profit potential
Good fit between company’s offerings and customer’s needs; highest profit potential
Strangers
Butterflies True Friends
Barnacles
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Market Segmentation:
Divide the market into segments of customers
Target Marketing:
Select the segment to cultivate
#1 #2
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Rapid Globalization
Ethics & SocialResponsibility
New World of MarketingRelationships
Not-for-ProfitMarketing