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MARKETING
Marketing is the activity for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients,
partners, and society at large.
(Approved July 2013)
MARKETING
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CREATING…………………………….‫ بوجود اوردن‬، ‫ایجاد کردن‬
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COMMUNICATING………………….‫ارتباط گرفتن‬
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DELIVERING…………………………..‫انتقال دادن‬
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EXCHANGING……………………….‫مبادله کردن‬
OFFERING SOMETHINGS THAT HAVE VALUES
MARKETING………………..
VALUES
Values in marketing
In the field of psychology, values are defined as:
the goals and beliefs that guide our actions and behavior. Values
motivate how each of us thinks, feels, reacts and communicates. For
most of us, our values tend to stay constant over time, even through
major life changes. Values are the “non-negotiables.”
Values in marketing
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the goals and beliefs that guide our actions and behavior.
Values in marketing
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Values motivate how each of us thinks, feels, reacts and communicates.
Values in marketing
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For most of us, our values tend to stay constant over time, even
through major life changes. Values are the “non-negotiables.”
CREATING VALUE
CREATING SITUATIONS, CONDITIONS THAT GUIDE THE BELIEFS AND
ACTIONS OF CUSTOMERS
CREATING SOMETHINGS THAT….
CREATING PRODUCTS AND SERVICES THAT…..
CREATING VALUE
CREATING SITUATIONS, CONDITIONS THAT CUSTOMERS TO THINK, GET
RIGHT DECISION AND DO RIGHT ACTION.
TO DO RIGHT ……………..MEANS TO BUY
DEFINITION OF BRAND
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Unique design, sign, symbol, words, or a combination of these,
employed in creating an image that identifies a product and
differentiates it from its competitors.
DEFINITION OF BRAND
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Over time, this image becomes associated with a level of credibility,
quality, and satisfaction in the consumer's mind and believes. It
makes sustainability.
DEFINITION OF BRAND
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Thus brands help harried consumers in crowded and complex
marketplace, by standing for certain benefits and values.
DEFINITION OF BRAND
Unique design, sign, symbol, words
Make a conditions and situations
In which effects on believes, decisions and actions
SYMBOL…………………………
VALUES
BRAND…………………………
VALUES
BRAND AND MARKETING VALUES
BRAND CAUSES
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Over time, this image becomes associated with a level of credibility,
quality, and satisfaction in the consumer's mind and believes. It
makes sustainability.
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MARKETING VALUES TENDS
to stay constant over time, even through major life changes.
BRAND AND MARKETING VALUES
SYMBOL
VALUES
BRAND
VALUES
VALUES
CONSISTENCE
SUSTAINABLE
DREDITABLE
TRUST
LOYALTY
BRANDING AND CUSTOMER RESPONSE
BUY
INTEND
COMPREHEND
AWARE
EXPOSED
BRANDING AND CUSTOMER RESPONSE
BUY
INTEND
COMPREHEND
AWARE
EXPOSED
BRANDING AND CUSTOMER RESPONSE
BUY
EXPOED
BRANDING AND PUSH–PULL STRATEGY
CUSTOMER
RESPONSE
CUSTOMER PULL
CUSTOMER
PREFERENCE
CUSTOMER
LOYALTY
CUSTOMER PUSH
CUSTOMER
COVERAGE
DISTRIBUTOR
PUSH
BRANDING AND CUSTOMER RESPONSE
BRAND
BUY
MARKETING CYRCLE
CREATE
EXCHANGE
CONECT
VALUES
DELIVER
‫‪MARKETING CYRCLE‬‬
‫کیفیت‬
‫تنوع‬
‫ماندگاری‬
‫سهولت استفاده‬
‫استحکام‬
‫خدمات پس از فروش‬
‫تامین قطعات‬
‫سرویس کاران مجرب‬
‫بسته بندی‬
‫طراحی‬
‫رنگ‬
‫و‪....‬‬
‫‪VALUES‬‬
‫‪MARKETING CYRCLE‬‬
‫راستی‬
‫صداقت‬
‫دقت‬
‫صحت‬
‫زیبایی‬
‫تسلط‬
‫فن اوری‬
‫و‪....‬‬
‫‪VALUES‬‬
‫‪MARKETING CYRCLE‬‬
‫زمان‬
‫سالمت‬
‫بسته بندی‬
‫گستره توزیع‬
‫جایابی‬
‫چیدمان‬
‫تداوم‬
‫نظم‬
‫و‪....‬‬
‫‪VALUES‬‬
‫‪MARKETING CYRCLE‬‬
‫قیمت‬
‫تخفیف ها‬
‫محرک های فروش‬
‫جوایز‬
‫دوره اعتباری‬
‫روش های پرداخت‬
‫پاداش ها‬
‫و‪....‬‬
‫‪VALUES‬‬
SELLING DEFINE
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THE PROCESS OF
DISCOVERING CUSTOMER NEEDS
DEVELOPING CUSTOMER RELATIONSHIP
MATCHING APPROPRIATE PRODUCTS WITH THESE NEEDS
AND EXCHANGING BENEFITS
SELLING/ MARKETING
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SELLING:
DISCOVERING CUSTOMER NEEDS
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MARKETING:
IS THE ACTIVITY FOR CREATING
SELLING/ MARKETING
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SELLING:
EXCHANGING BENEFITS
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MARKETING:
EXCHANGING VALUES
SELLING PHILOSOPHY
SELLIN IS PROBLEM SOLVING
SELLING IS A HELPING, CARING ACTIVITY
TREAT PEOPLE AS A HUMAN BEINGS, NOT $ SIGNS
SELLING PHILOSOPHY
BE CUSTOME DRIVEN NOT PRODUCT DERIVEN
FOCUS ON CUSTOMER NEEDS
LONG-TERM SUCCESS DEPENDS ON PLEASING OTHERS
SELLING PHILOSOPHY
ADHERENCE TO A STRICT CODE OF ETHICS EMPHASIZING, AMONG
OTHER THINGS, MUTUAL TRUST, RESPECT AND HONESTY IS ESSENTIAL
A COMMITMENET TO SELF IMPROVEMENT AND LONG-TERM LEARNING
FOR LONG-TERM SUCCESS
VALUE-BASED MARKETING
Today, many companies are shifting from cost-based selling strategy to
customer-perceived value analysis and value-based selling strategy.
VALUE-BASED MARKETING BENEFITS
The value-based selling strategy has the benefits of this shift include
developing a better
understanding of:
What factors differentiate your product from the competition
VALUE-BASED MARKETING BENEFITS
The value-based selling strategy has the benefits of this shift include
developing a better
understanding of:
How much those differences are really worth to the customer
VALUE-BASED MARKETING BENEFITS
The value-based selling strategy has the benefits of this shift include
developing a better
understanding of:
What improvements to your product would add the most value from
the customers' perspective
How you should position and promote your product to stress your
comparative advantages
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