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  • Coh432 Marketing Managemt Unit 1 (Krishna)

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    The document discusses various marketing fundamentals concepts including definitions of marketing and services. It explains that marketing philosophy is concerned with understanding customer needs and building long-term relationships. The marketing mix (4Ps), product life cycle, STP model, importance and issues of marketing are covered. Customer value, satisfaction, loyalty, retention and models like Kano model and retention dynamics are explained. Differences between customer retention and loyalty are highlighted. DAGMAR and AIDA approaches to advertising are also summarized.

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    The document discusses various marketing fundamentals concepts including definitions of marketing and services. It explains that marketing philosophy is concerned with understanding customer needs and building long-term relationships. The marketing mix (4Ps), product life cycle, STP model, importance and issues of marketing are covered. Customer value, satisfaction, loyalty, retention and models like Kano model and retention dynamics are explained. Differences between customer retention and loyalty are highlighted. DAGMAR and AIDA approaches to advertising are also summarized.

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    9 views48 pages

    Coh432 Marketing Managemt Unit 1 (Krishna)

    Uploaded by

    nishant hawelia
    The document discusses various marketing fundamentals concepts including definitions of marketing and services. It explains that marketing philosophy is concerned with understanding customer needs and building long-term relationships. The marketing mix (4Ps), product life cycle, STP model, importance and issues of marketing are covered. Customer value, satisfaction, loyalty, retention and models like Kano model and retention dynamics are explained. Differences between customer retention and loyalty are highlighted. DAGMAR and AIDA approaches to advertising are also summarized.

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    of 48

    1

    Krishna/COH432/Unit 1 Krishna/COH432/U1

    krishna.prasath@christuniversity.in

    (Only for Internal Circulation)


    Unit 1.1

    MARKETING FUNDAMENTALS: DEFINTION

    Krishna/COH432/U1 2
    Unit 1.1

    COMPREHENSIVE DEFINTION BY KOTLER

    Krishna/COH432/U1 3
    Unit 1.1

    SERVICE DEFINTION BY KOTLER

    Krishna/COH432/U1 4
    Unit 1.1

    MARKETING PHILOSOPHY

    “What matters is the state of mind of the producer/seller


    – their philosophy of business. If this philosophy includes
    a concern for customers’ needs and wants, an
    appreciation of the benefits and satisfactions which are
    looked for, a genuine effort to establish dialogue and
    build a long term relationship then this is a marketing
    philosophy irrespective of whether or not the
    organisation possesses any personnel or function
    designated as ‘marketing.’
    Baker (2000)

    Krishna/COH432/U1 5
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 6
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 7
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 8
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 9
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 10
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 11
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 12
    Unit 1.1

    Things that are marketed!

    Krishna/COH432/U1 13
    WHY LEADERS SHOULD LEARN MARKETING?
    https://www.youtube.com/watch?v=looG9hoqmUQ

    Krishna/COH432/U1 14
    Krishna/COH432/U1 15
    Krishna/COH432/U1 16
    UNIT 1.2

    MARKETING FUNDAMENTALS: STP Model

    Krishna/COH432/U1 17
    UNIT 4.2

    MARKETING FUNDAMENTALS: STP Model

    Krishna/COH432/U1 18
    UNIT 4.2

    MARKETING FUNDAMENTALS: STP Model

    Krishna/COH432/U1 19
    UNIT 4.2

    MARKETING FUNDAMENTALS: STP Model

    Krishna/COH432/U1 20
    UNIT 4.2

    MARKETING FUNDAMENTALS: STP Model

    Krishna/COH432/U1 21
    UNIT 4.2

    MARKETING FUNDAMENTALS: stp model

    Krishna/COH432/U1 22
    Unit 1.1

    MARKETING FUNDAMENTALS: MARKETING MIX

    Krishna/COH432/U1 23
    Unit 1.1

    MARKETING FUNDAMENTALS: MARKETING MIX

    Krishna/COH432/U1 24
    Unit 1.1

    MARKETING FUNDAMENTALS:
    MARKETING MIX

    Refer to the cases and stories


    that we have discussed for the
    4Ps of Marketing Mix

    Krishna/COH432/U1 25
    Unit 1.1

    MARKETING FUNDAMENTALS: MARKETING MIX

    Krishna/COH432/U1 26
    Krishna/COH432/U1 27
    Unit 1.1

    MARKETING FUNDAMENTALS: PLC

    Product life cycle (PLC) is the cycle through which every product goes
    through from introduction to withdrawal or eventual demise.
    Krishna/COH432/U1 28
    Krishna/COH432/U1 29
    Unit 1.2

    SCOPE, IMPORTANCE, ISSUES AND

    CHALLENGES OF MARKETING

    1.2.1 SCOPE/ Branches of Marketing

    (Refer to the notes taken during the brainstorming session)

    Krishna/COH432/U1 30
    Unit 1.2.2

    IMPORTANCE OF MARKETING

    Krishna/COH432/U1 31
    Krishna/COH432/U1 32
    Krishna/COH432/U1 33
    Krishna/COH432/U1 34
    Krishna/COH432/U1 35
    Krishna/COH432/U1 36
    Krishna/COH432/U1 37
    Unit 1.2.3 ISSUES AND CHALLENGES OF MARKETING

    Krishna/COH432/U1 38
    Unit 1.3 CUSTOMER VALUE, SATISFACTION, LOYALTY AND RETENTION

    Krishna/COH432/U1 39
    Unit 1.3

    CUSTOMER VALUE

    Customer-perceived value (CPV) is the


    difference between the prospective
    customer’s evaluation of all the benefits
    and all the costs of an offering and the
    perceived alternatives. Total customer
    benefit is the perceived monetary value of
    the bundle of economic, functional, and
    psychological benefits customers expect
    from a given market offering because of the
    product, service, people, and image. Total
    customer cost is the perceived bundle of
    costs customers expect to incur in
    evaluating, obtaining, using, and
    disposing of the given market offering,
    including monetary, time, energy, and
    psychological costs.
    Krishna/COH432/U1 40
    Unit 1.3 CUSTOMER SATISFACTION (Kano Model)

    Krishna/COH432/U1 41
    Unit 1.3 CUSTOMER SATISFACTION (Kano Model)

     The Kano Model of product development and customer satisfaction


    was published in Japan in 1984 by Noriaki Kano, Tokyo University of
    Science's professor of quality management. The model assigns three
    attributes to products and services

    Threshold Attributes. These are the basics that customers expect.

     Performance Attributes. These increase a customer's enjoyment but


    aren't essential. Some of these may need to be scaled back, so that you
    can deliver Threshold and Excitement Attributes.

     Excitement Attributes. These are the surprise elements of a product or


    service that delight customers.

     Understanding your customers' experiences and expectations, and


    effectively generating innovative ideas for improving your product or
    service, are key to carrying out Kano Model Analysis successfully.

    Krishna/COH432/U1 42
    Unit 1.3 CUSTOMER RETENTION (Retention Dynamics)

    Krishna/COH432/U1 43
    Unit 1.3 CUSTOMER LOYALTY

    Krishna/COH432/U1 44
    Unit 1.3

    Differences

    Between

    CUSTOMER

    RETENTION &

    CUSTOMER

    LOYALTY

    Krishna/COH432/U1 45
    Unit 4 DAGMAR APPROACH (MSE PORTION)

    Krishna/COH432/U1 46
    ADVERTISING: DAGMAR APPROACH

    DAGMAR Approach is a model


    developed by Russell H Colley for
    setting advertising objectives and
    measuring the results for an advertising
    campaign.

    Krishna/COH432/U1 47
    ADVERTISING: AIDA APPROACH AND AIDA FUNNEL

    Action
    Comprehension

    Attention

    Conviction
    Krishna/COH432/U1 48

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