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Similar to Marketing - Chapter 1
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Marketing - Chapter 1
- 1. Chapter One Marketing: Creating and Capturing Customer Value
- 4. The Marketing Process (Fig. 1.1) Needs Wants Demands Who will we serve? How will we be different? Marketing Mix Product Price Place Promotion CRM Are we actually creating value? Are our customers satisfied? Customer Lifetime Value Share of Customer Customer Equity
- 35. So, What Is Marketing? Pulling It All Together
Editor's Notes
- http://www.shutterstock.com/pic-45868672/stock-photo-question-mark-thinking-d-character-in-deep-thought.html Note to Instructor: The text gives some excellent examples of companies that are successful in marketing. These examples include: Wal-Mart which has become the world’s largest retailer—and the world’s largest company— by delivering on its promise, “Save money. Live Better.” At Disney theme parks, “imagineers” work wonders in their quest to “make a dream come true today.” Apple fulfills its motto to “Think Different” with dazzling, customer-driven innovation that captures customer imaginations and loyalty. Its wildly successful iPod grabs more than 70 percent of the music player market; its iTunes music store captures nearly 90 percent of the song download business. Loblaw’s which understands not all customers needs can be satisfied in the same way, Quebec: Provigo, and now the acquisition of T & T Supermarkets customizes grocery shopping for different cultures. Discussion Question Ask students for other examples of either national or local companies who are excellent at marketing and ask how they reflect the definition given in this slide.
- The Marketing process is a good opportunity to show a relationship between a number of concepts we will be discussing. Starting with needs, wants & demands. Then moving to segmentation & differentiating/positioning ourselves from our competitors to create real unique value for our customers. The marketing mix where we actually implement our strategy through the use of our 4 P’s. Lastly, we have to ensure ongoing customer satisfaction by monitoring our customer satisfaction. If we have created value for our target customers and they purchase our products/services then our company is rewarded with their trust. Customers will continue to purchase from us, and perhaps purchase more of the products we offer to them.
- One of the cornerstones to the science of marketing has been the understanding that people have felt states of deprivation as identified by Maslow in his hierarchy of needs. Wants are described in terms of objects that will satisfy needs. When backed by buying power, wants become demands.
- http://www.shutterstock.com/pic-43917001/stock-photo-counter-with-fruit-in-supermarket.html http://www.shutterstock.com/pic-42476491/stock-vector-film-reel-background.html Kodak thought it was in the film making industry, but in reality their business was about preserving memories.
- Note to Instructor: This Web link connects to online book retailer chapters.indigo.ca. You can link to the site and see how this retailer creates value for the consumer. Explore features including customer reviews, online LIVE customer service, free shipping, look for availability in stores near you. Ask students what other online retailers deliver exceptional value and satisfaction. Discussion Question Why do marketer’s not always understand customer needs? How can they better identify customer needs? Marketer’s often work in a vacuum and do not consider the customer’s needs as much as they should. Future chapters will talk about market research and marketing information, important tools for understanding customer’s needs. Students might be familiar with survey research or focus groups as techniques for gathering information or they might be asked for their postal code when they purchase in certain retailers
- http://www.shutterstock.com/pic-43682611/stock-photo-woman-s-hand-giving-money-to-a-businessman-isolated-on-a-white-background.html Note to Instructor: Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences involving a product, service, idea, or other object. Beyond simply attracting new customers and creating transactions, the goal is to retain customers and grow their business with the company.
- Note to Instructor: The link is to a TNT Supermarket a grocery chain aimed at serving an Asian clientele. You can click to the site and ask the students where they believe this company is, and who they believe the target market would be for the product.
- http://www.shutterstock.com/pic-16140157/stock-photo-values-road-sign-with-dramatic-clouds-and-sky.html
- http://www.shutterstock.com/pic-38298481/stock-photo-saving-money-with-a-piggy-bank-isolated-on-white.html
- Instructors Note: Much like the example earlier with Kodak film, the product concept can mislead us in the same way.
- Instructors Note: Sales staff are often coached into asking questions like those on the slides.
- http://www.shutterstock.com/pic-46801042/stock-photo-business-people-holding-their-thumbs-up-meaning-a-great-business-plan.html Instructors Notes: This might be a good opportunity to discuss focus groups
- Discussion Questions What companies can you identify with social Marketing? What do these companies do that ties to the societal marketing concept? Students might be familiar with many different companies that practice societal marketing through their Corporate Social Responsibility (CSR) initiatives. Students might be familiar with local retailers who are also involved in societal marketing. (Lululemon, Ronald McDonalds House). They will note that these companies donate, contribute, or offer services to charities and not-for-profit organizations.
- http://www.shutterstock.com/pic-29238823/stock-vector-one-hundred-satisfaction-guaranteed.html
- From text, Ch. 1, Pgs. 2 and 16, 8 th CE Note to Instructor Basic Relationships are often used by a company with many low-margin customers For example, Procter & Gamble does not phone or call on all of its Tide consumers to get to know them personally. Instead, P&G creates relationships through brand-building advertising, sales promotions, and its Tide FabricCare Network Web site (www.Tide.com). Full Partnerships are used in markets with few customers and high margins, sellers want to create full partnerships with key customers. For example, P&G customer teams work closely with Wal-Mart, Safeway, and other large retailers. Discussion Question Ask students what frequency or club marketing programs they belong to and why?
- Note to Instructor This will be a point for a lively discussion. Discussion Question Ask students how marketers have used facebook, myspace, linkedin or other social networks for marketing purposes. Ask them about YouTube and how that has changed marketing.
- Note to Instructor Stew Leonard’s is an interesting example. Stew Leonard, who operates a highly profitable four-store supermarket in Connecticut and New York, says that he sees $50,000 flying out of his store every time he sees a sulking customer. Why? Because his average customer spends about $100 a week, shops 50 weeks a year, and remains in the area for about 10 years. If the marketing process, the company creates value for target customers and builds strong relationships with them. To keep customers coming back, Stew Leonard’s has created the “Disneyland of dairy stores.” Rule 1—the customer is always right. Rule 2—If the customer is ever wrong, reread Rule 1. You can find videos of Leonard’s stores on youtube.com which will give the students an idea of the atmosphere. Discussion Question Ask students if they know of other retailers build this kind of exciting environment. Compare the numbers of $100 per week to an average family shopping at Safeway and living in the same neighbourhood for 10 years on average.
- Instructor Notes: this is a good opportunity to have the students relate to how many products of their favourite brand they buy.
- From Text, Ch. 1, Pg. 24, 8 th CE
- Note to Instructor A visit to the Coke Web site always offers examples of building customer equity. They usually have a unique way of engaging the customer whether it be online games, music studios, or virtual worlds.
- Notes to Instructor This is a good slide to prompt discussion on personal observations and experiences. Discussion Questions Ask if students are from other countries and how consumers and marketers differ in their country. Have students reflect on how marketers are integrating social responsibility in their marketing messages. Probe to see if students believe there are differences in marketing for a not-for-profit versus a for-profit company.