Download Defining Marketing for the 21st century

Instructor: Omid (Hassan) Samarian
Teacher: Dr.Ahmad Zadeh
What is marketing?
 simply put: Marketing is the delivery of customer
satisfaction at a profit.
 Marketing is a social and managerial process whereby
individuals and groups obtain what they need and
want through creating and exchanging products and
value with others.
Marketing importance and role
Core concepts of Marketing
 Needs, wants, demands
 Products, services, and experiences
 Value, satisfaction, and quality
 Exchange, transaction, and relationships
 Markets
Needs, wants, and Demands
 Human needs are states of felt deprivation. They are
basic human requirements. These needs were not
invented by marketers; they are a basic part of the
human makeup.
 Wants are the form human needs take as they are
shaped by culture and individual personality. Wants
are shaped by one’s society.
 Demands: human wants that are backed by buying
power.
Products, services, and experiences
 A product is anything that can be offered to a market to satisfy a
need or want. It includes physical objects, services, persons,
places, organizations, and ideas.
 Thus the term product includes more than just the physical
properties of a good or service. It also includes a brand’s meaning
to consumers.
 The term product also includes more than just goods or services.
Consumers decide which events to experience, which
entertainers to watch on TV, which places to visit on vacation,
which organizations to support through contributions, and
which ideas to adopt. To the consumer, these are all products.
 Service: an activity or benefit that one party can offer to another
that is essentially intangible, and does not result in the
ownership of anything.
Value, satisfaction, and quality
 Customer value: is the difference between the values the customer gains from
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owning and using a product and the costs of obtaining the product. Customers
often do not judge product values and costs accurately or objectively. They act on
perceived value.
Value proposition: a set of benefits to satisfy needs Value = Benefits / Costs =
(functional benefits + emotional benefits) /
(monetary costs + time costs + energy costs + psychic costs) Customer satisfaction:
depends on a product’s perceived performance in delivering value relative to a
buyer’s expectations. If the product’s performance falls short of the customer’s
expectations, the buyer is dissatisfied. If performance matches expectations, the
buyer is satisfied. If performance exceeds expectations, the buyer is delighted.
Note: a company can always increase customer satisfaction by lowering its price or
increasing its services, but this may result in lower profits. Thus, the purpose of
marketing is to generate customer value profitably. This requires a very delicate
balance: the marketer must continue to generate more customer value and
satisfaction but not “give away the house”.
In the narrowest sense, Quality can be defined as “freedom from defects”.
Marketers have two major responsibilities in a quality-centered company.
first, they must participate in forming strategies that will help the company with
through total quality excellence.
Second, marketers must deliver marketing quality as well as production quality.
Exchange, transaction, and relationships
 Exchange: the act of obtaining a desired object from
someone by offering something in term.
 Transaction: a trade between two parties that involves
at least two things of value, agreed upon conditions, a
time of agreement, and a place of agreement.
 Relationship marketing: the process of creating,
maintaining, and enhancing strong, value-laden
relationships with customers and other stakeholders.
Marketing and exchange
 Marketing (Kotler, 1980): human activity directed as satisfying
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needs and wants through exchange processes.
Exchange is the core concept of marketing
Exchange is a value creating process because it leaves both
parties better off.
There are at least two parties.
Each party has something that might be of value to the other
party.
Each party is capable of communication and delivery.
Each party believe it is appropriate or desirable to deal with the
other party.
The focal point in an exchange is marketing offer combination of
products, services, information, or experience that satisfy a need
or want.
Markets
 Economists describe a market as a collection of buyers
and sellers who transact over a particular product or
product class.
 Marketers often use the term market to cover various
grouping of customers.
 Market: the set of all actual and potential buyers of
a product or service.
Key customer markets
What is marketed?
Marketing management
 Marketing management:
 is the analysis, planning, implementation, and control
of programs designed to create, build, and maintain
beneficial exchanges with target buyers for the
purpose of achieving organizational objectives.
 Marketing management is concerned not only with
finding and increasing demand but also with changing
or even reducing it. (Demand management)
 Demarketing: marketing to reduce demand
temporarily or permanently- the aim is not to destroy
demand but only to reduce or shift it.
Marketing management:
the newest definition
 Marketing management is the art and science
 of choosing target markets, and getting, keeping, and
growing customers through creating, delivering, and
communicating
 Superior customer value.
Marketing management practice
 In fact, marketing practice often passes through three
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stages:
1. Entrepreneurial marketing: most companies are
Started by individuals who live by their wits. They visualize
an opportunity and knock on every door to gain attention.
2. Formulated marketing: as small companies achieve
success, they inevitably move toward more formulated
marketing.
3. Entrepreneurial marketing: many large and mature
companies need to reestablish within their companies the
entrepreneurial spirit and actions that made them
successful in the first place. They need to encourage more
initiative and “Entrepreneurial” at the local level.
Marketing management tasks
 Developing marketing strategies
 Delivering value
 Capturing marketing insights
 Building strong brands
 Connecting with customers
 Communicating value
 Creating long-term growth
 Shaping market offerings
Marketing management philosophies
Production and product orientation
 Production orientation:
 It holds that consumers will prefer products that are
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very cheap and widely available.
High volume, production efficiency, basic features,
mass distribution.
Product orientation:
It holds that consumers will favor those products that
offer the most quality, performance or innovative
features.
Making superior products and improve it.
Selling concept
 It holds that consumers will ordinary not buy enough
of the organization’s product.
 The Company should undertake aggressive selling and
promotion efforts.
 Sell more stuff to more people more often for more
money in order to make more profit.
 The aim is to sell what we make rather than making
what market wants.
Marketing orientation
 Instead of product or selling, it focuses on customers.
 Instead of hunting, marketing is gardening
 The job is not to find the right product for your
customers.
 Being more effective than competitors in creating,
delivering and communication superior customer
value to the target market.
Thank You For Your Patience &
Attention