1 / 31

Chapter Fourteen

PRIDE HUGHES KAPOOR INTRODUCTION TO BUSINESS ELEVENTH EDITION. Chapter Fourteen. Building Customer Relationships Through Effective Marketing. 14 | 1. Learning Objectives. Understand the meaning of marketing and the importance of management of customer relationships.

aviv
Download Presentation

Chapter Fourteen

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. PRIDE HUGHES KAPOOR INTRODUCTION TO BUSINESS ELEVENTH EDITION Chapter Fourteen Building Customer Relationships Through Effective Marketing 14 | 1

  2. Learning Objectives • Understand the meaning of marketing and the importance of management of customer relationships. • Explain how marketing adds value by creating several forms of utility. • Trace the development of the marketing concept and understand how it is implemented. • Understand what markets are and how they are classified. • Identify the four elements of the marketing mix and be aware of their importance in developing a marketing strategy. 14 | 2

  3. Learning Objectives (cont’d) • Explain how the marketing environment affects strategic market planning. • Understand the major components of a marketing plan. • Describe how market measurement and sales forecasting are used. • Distinguish between a marketing information system and marketing research. • Identify the major steps in the consumer buying decision process and the sets of factors that may influence this process. 14 | 3

  4. Marketing • The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large 14 | 4

  5. Major Marketing Functions Table 14.1 14 | 5

  6. Managing Customer Relationships • Relationship marketing: Establishing long-term, mutually satisfying buyer-seller relationships • Customer relationship management (CRM): Using information about customers to create marketing strategies that develop and sustain desirable customer relationships • Customer lifetime value: a combination of purchase frequency, average value of purchases, and brand-switching patterns over the entire span of a customer’s relationship with a company 14 | 6

  7. Utility: The Value Added by Marketing • The ability of a good or service to satisfy a human need • Form utility: Created by converting production inputs into finished products • Place utility: Created by making a product available at a location where customers wish to purchase it • Time utility: Created by making a product available when customers wish to purchase it • Possession utility: Created by transferring title (OR ownership) of a product to a buyer 14 | 7

  8. Types of Utility Figure 14.1 14 | 8

  9. The Marketing Concept • A business philosophy that a firm should provide goods and services that satisfy customers’ needs through a coordinated set of activities that allows the firm to achieve its objectives • To achieve success, a business must • Communicate with potential customers to assess their needs • Develop a good or service to satisfy those needs • Continue to seek ways to provide customer satisfaction 14 | 9

  10. The Marketing Concept (cont’d) • Evolution of the Marketing Concept • Industrial revolution through the early twentieth century • Business effort directed toward production to meet great demand • 1920s • Production began to exceed demand • Business efforts included selling goods by advertising, hiring larger sales people • 1950s • Business efforts also focused on satisfying customers’ needs 14 | 10

  11. The Marketing Concept (cont’d) • Implementing the Marketing Concept • Obtain information about present and potential customers • Their needs; how well those needs are being satisfied; how products might be improved; customer opinions about the firm • Pinpoint specific needs and potential customers toward which to direct marketing activities and resources 14 | 11

  12. The Marketing Concept (cont’d) • Implementing the Marketing Concept (cont’d) • Mobilize marketing resources to • Provide a product that will satisfy customers • Price the product at an acceptable and profitable level • Promote the product to potential customers • Ensure distribution for product availability when and where wanted • Obtain information on the effectiveness of the marketing effort and modify efforts as necessary 14 | 12

  13. Markets and Their Classification • Market • A group of individuals or organizations, or both, that need products in a given category and that have the ability, willingness, and authority to purchase such products • Consumer markets • Purchasers and/or households members who intend to consume or benefit from the purchased products and who do not buy products to make a profit • Business-to-business (industrial) markets • Producer, reseller, governmental, and institutional customers that purchase specific kinds of products for use in making other products for resale or for day-to-day operations 14 | 13

  14. Markets and Their Classification (cont’d) • Producer markets • Individuals and business organizations that buy products to use in the manufacture of other products • Reseller markets • Intermediaries such as wholesalers and retailers that buy finished products and sell them for a profit • Governmental markets • Buy goods and services to maintain operations and provide citizens with products such as highways, education, utilities, defense • Institutional markets • Churches, not-for-profit private schools and hospitals, civic clubs, charitable organizations 14 | 14

  15. Developing Marketing Strategies • Marketing strategy • A plan that will enable an organization to make the best use of its resources and advantages to meet its objectives. • Consists of: • The selection and analysis of a target market • The creation and maintenance of an appropriate marketing mix (a combination of product, price, distribution, and promotion developed to satisfy a particular target market) 14 | 15

  16. Developing Marketing Strategies (cont’d) • Target market selection and evaluation • Target market • A group of individuals, organizations, or both, for which a firm develops and maintains a marketing mix suitable for the specific needs and preferences of that group • Market segment • A group of individuals or organizations within a market that share one or more common characteristics • Market segmentation • The process of dividing a market into segments and directing a marketing mix at a particular segment or segments rather than at the total market 14 | 16

  17. General Approaches for Selecting Target Markets Figure 14.2 Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio;: South-Western/Cengage Learning 2010). Adapted with permission. 14 | 17

  18. General Approaches for Selecting Target Markets (cont’d) Figure 14.2 Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio;: South-Western/Cengage Learning 2010). Adapted with permission. 14 | 18

  19. General Approaches for Selecting Target Markets (cont’d) Figure 14.2 Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio;: South-Western/Cengage Learning 2010). Adapted with permission. 14 | 19

  20. Common Bases of Market Segmentation Table 14.3 Source:William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 16th ed. (Mason, Ohio: South-Western/Cengage Learning, 2012). Adapted with permission. 14 | 20

  21. The Marketing Mix and the Marketing Environment Figure 14.3 Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio;: South-Western/Cengage Learning 2010). Adapted with permission. 14 | 21

  22. When You Are 12-17 Years Old,What is a Necessity? 14 | 22

  23. Developing a Marketing Plan • A written document that specifies an organization’s resources, objectives, strategy, and implementation and control efforts to be used in marketing a specific product or product group • Elements of a marketing plan • Executive summary • Environmental analysis • Strengths and weaknesses • Opportunities and threats • Marketing objectives • Marketing strategies • Marketing implementation • Evaluation and control 14 | 23

  24. Market Measurement and Sales Forecasting • Sales forecast • An estimate of the amount of a product that an organization expects to sell during a certain period of time based on a specified level of marketing effort • Importance of measuring sales potential • Evaluate feasibility of enter new segments • Decide how best to allocate marketing resources and activities • Estimates should do several things • Identify the relevant time frame covered by the forecast • Define the geographic boundaries of the forecast • Indicate for which products the forecasts are relevant 14 | 24

  25. Marketing Information • Marketing information system • A system for managing marketing information that is gathered continually from internal and external sources • Internal data sources • Sales figures, product and marketing costs, inventory, sales force activities • External data sources • Suppliers, intermediaries, customers, competitors, economic conditions • Outputs • Sales reports, sales forecasts, buying trends, market share 14 | 25

  26. Marketing Information (cont’d) • The six steps of marketing research • Define the problem • Make a preliminary investigation • Plan the research • Gather factual information • Interpret the information • Reach a conclusion 14 | 26

  27. Marketing Information (cont’d) • Using technology to gather and analyze marketing information • Databases such as LEXIS-NEXIS, Reader’s Digest • Online information services offer subscribers access to e-mail, websites, mailing lists • The internet to access useful Web pages such as Nielsen and Advertising Age 14 | 27

  28. Sources of Secondary Information Table 14.6 Source: Adapted from “Tutorial: Finding Information for Market Research,” KnowThis.com, http://www.knowthis.com/tutorials/principles-of-marketing/finding-secondary-research.htm (accessed March 23, 2009). 14 | 28

  29. Types of Buying Behavior • The decisions and actions of people involved in buying and using products • Consumer buying behavior • The purchasing of products for personal or household use, not for business purposes • Business buying behavior • The purchasing of products by producers, resellers, governmental units, and institutions 14 | 29

  30. Consumer Buying Decision Process and Possible Influences on the Process Figure 14.4 Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio;: South-Western/Cengage Learning 2010). Adapted with permission. 14 | 30

  31. Types of Buying Behavior (cont’d) • Consumer income • Personal income • The income an individual receives from all sources less the Social Security taxes the individual must pay • Disposable income • Personal income less all additional personal taxes • Discretionary income • Disposable income less savings and expenditures on food, clothing, and housing • Of particular interest to marketers due to choice of how to spend it 14 | 31

More Related