Marketing Presentation

The
Marketing
Process
What is
Marketing?
Marketing is not
just about selling
and advertising
Marketing
Marketing is an overall
Organisational activity (the
planning, pricing, promotion,
packaging, advertising and selling
of any Value Offer (Product.
Selling is therefore only a part of
the overall Marketing of any
Product
Selling
The last step in the chain of
commerce where a buyer
exchanges cash for a seller's
good or service.It is an Exchange
activity
What is Marketing

The process by which companies create value

for customers and build strong customer
relationships in order to capture value from
customers in return.
Understanding The Marketplace and Customer Needs

Needs
1. Human Needs are states of deprivation
2. Needs are essential for humans to survive
3. Needs are basic requirements which include.
Understanding The Marketplace and Customer Needs
Wants are shaped by
culture
Bangladeshis want Rice
Americans want burgers
 sa

When backed by
purchasing power the
wants become demand
Market offerings

Consumers’ needs and wants are satisfied through market offerings. Market offerings are some
combination, mixture, or blend of physical products, services, information or experiences offered to
a market to satisfy a need or a want
Value and Satisfaction

Consumers face numerous market offerings.How

do they chose among them.A customer forms a
perception or expectation about the product and if
the product can satisfy the consumers want and
expectations the consumer may buy the product
again in the future
Exchanges and Relationships

Marketing occurs when people decide to satisfy their needs and wants through exchange
relationships. Exchange is the act of obtaining a desired object from someone by offering something
in return.
Designing a Customer-Driven Marketing Strategy

Once the marketplace and consumer demands are understood the company must draw up a
marketing strategy.

The strategy helps the company to find ,attract,keep and grow its target market by providing
superior value
Which customers to
serve
It is essential for the company
to serve the right customers
meaning the profitable
customers.
 Developing an Integrated Marketing Plan

The company has to

outline the marketing mix
Rolex Luxury Watches

High Price to Reflect Premium Quality

Retail Stores are located in affluent
neighbourhoods
Very active in promotion with regular
advertisements and sponsorship of
tennis and golf tournaments
Customer Relationship Management

Maintaining Customer relationship is the most

important step of the marketing process

The overall process of building and maintaining

profitable customer relationships by delivering
superior customer value and satisfaction.
Frequency marketing programs that reward
customers who buy frequently or in large amounts.
Airlines offer frequent-flyer programs, hotels give
room upgrades to their frequent guests, and
supermarkets give patronage discounts to “very
important customers
The firm must serve the profitable
customers and weed out the
unprofitable ones
Customer-managed relationships

Companies use social media such as

facebook and twitter to mantain stronge
relationship and communication with
consumers
Capturing value from customers

The final step is receiving value from

customer in exchange of the good or
service
Market Share
Consumer Loyalty
Customer Lifetime Value
Customer Equity
9
Bottles of coca-cola a day
1.8B
Drinks of coca cola a day