logging in or signing up Marketing Concept nsraja_hhh Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 6383 Category: Education License: All Rights Reserved Like it (3) Dislike it (0) Added: April 26, 2009 This Presentation is Public Favorites: 3 Presentation Description No description available. Comments Posting comment... By: NSACPL (56 month(s) ago) hello Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript The Marketing Concept: The Marketing Concept Evolving Perspectives What Is Marketing?: What Is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction. Marketing Management Philosophies: Marketing Management Philosophies Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept Customer-Driven The Production Concept: The Production Concept The Product Concept: The Product Concept Marketing and Sales Concepts Contrasted: Marketing and Sales Concepts Contrasted Societal Marketing Concept: Societal Marketing Concept This Is a Need: This Is a Need Needs - state of felt deprivation including physical, social, and individual needs. Maslow’s Hierarchy of Needs: Maslow’s Hierarchy of Needs This Is a Want: This Is a Want Wants - form that a human need takes, as shaped by culture and individual personality. Need / Want Fulfillment: Need / Want Fulfillment Needs and Wants Fulfilled through a Marketing Offer : Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. What Satisfies Consumers’ Needs and Wants?: Products Anything that can be Offered to a Market to Satisfy a Need or Want Persons Places Organizations Ideas Information What Satisfies Consumers’ Needs and Wants? Services Activity or Benefit Offered for Sale That is Essentially Intangible and Does Not Result in the Ownership of Anything Marketing Myopia: Marketing Myopia Sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products. They focus on the “wants” and lose sight of the “needs.” This Is Demand: This Is Demand “Demand” Wants Buying Power What is a Market?: What is a Market? The set of actual and potential buyers of a product. These people share a need or want that can be satisfied through exchange relationships. Segmentation and Target Marketing: Segmentation and Target Marketing Market Segmentation: Divide the market into segments of customers Target Marketing: Select the segment to cultivate #1 #2 Customer Satisfaction: Customer Satisfaction Dependent on the product’s perceived performance relative to a buyer’s expectations. Value and Satisfaction: Value and Satisfaction Expectation Performance 8 10 If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high. Expectation Performance 10 8 Customer Perceived Value: Customer Perceived Value Customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. Customer Relationship Levels: Customer Relationship Levels Basic Relationship Full Partnership Continuum Loyalty and Retention: Loyalty and Retention Financial Benefits Social Benefits Structural Ties Focus on Profitable Customers Customer Relationship Management: Customer Relationship Management The process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Customer Loyalty & Retention: 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. Customer Loyalty & Retention You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.