Professional Documents
Culture Documents
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Introduction
What is marketing
Course Structure
Introduction Defining Value (Marketing
Welcome !!
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Definition
major decisions
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creating, promoting, and delivering goods and services to consumers and businesses.
Marketing : Meeting needs profitably
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What is Marketed
Places Goods Properties Services Organization Experienc s es Information Events Ideas Persons
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Goods/services Money
Information
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Global Markets
Nonprofit and
Governmental Markets
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Marketing Concepts
Marketplace Marketspace Metamarket (cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.)
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Selling Concept
Marketing Concept
Concept
Relationship
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Middle Management
Front-line people Customers
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Top management
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maximizers , within the bounds of search costs and limited knowledge, mobility, and income.
Customer perceived
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value is the difference between the prospective customers evaluation of all benefits and all the costs of an offering and the
Product value
Monetary cost Time cost
Energy cost
Psychic cost
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Customer Satisfaction
A company would be
wise to measure customer satisfaction regularly because one key to customer retention is customer satisfaction.
Methods: Customer loss rate Mystery shoppers Competitors performance 1-19 (Their satisfaction rate)
information about individual customers and carefully managing all customer touch points to maximize customer loyalty.
Touch point:
Any occasion on which a
customer encounters the brand and product from actual experience to personal or mass communications to casual observation. 1-20 Touch point for hotel, ariline.
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NEXT SESSION
Strategic Planning
Marketing Information System Presentation: Marketing Myopia
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