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McGraw-Hill/ Irwin
© The McGraw-Hill Companies, Inc., 2002 All Rights Reserved.
13-13-11
ChapterChapter ThirteenThirteen
Marketing: Marketing: Customer and Stakeholder Customer and Stakeholder Relationship ManagementRelationship Management
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The Marketing The Marketing ConceptConcept
•Customer Customer OrientationOrientation
•Service Service OrientationOrientation
•Profit OrientationProfit Orientation•Update of ConceptUpdate of Concept
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What is What is Marketing?Marketing?
Target Target MarketMarket
Market Market NeedsNeeds
Satisfy Satisfy NeedsNeeds
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Marketing Strategies inMarketing Strategies inNon-Profit Non-Profit
OrganizationsOrganizations Find a productive Find a productive
board of trustees board of trustees (Directors)(Directors)
Make marketing Make marketing the focus; not the focus; not short-term salesshort-term sales
Know your Know your mission and mission and review mission review mission strategy strategy regularlyregularly
Practice strategic Practice strategic planningplanning
Carefully segment Carefully segment target markettarget market
Train & develop Train & develop volunteers for volunteers for long-termlong-term
Be frugal- know Be frugal- know how to manage how to manage financesfinances
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Elements in theElements in the Marketing MixMarketing Mix
ProductProduct
MarketinMarketing g
ProgramProgram
PlacPlacee
PromotioPromotionn
Buy at Buy at Computers Computers
‘R Us‘R Us
PricPricee
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Marketing Marketing ProcessProcess
NeedNeed ResearcResearchh
DesigDesignn
TestTest Name/Name/Package/ PricePackage/ Price
DistributioDistribution?n?
PromotePromote BuildBuild
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Market Research ProcessMarket Research Process
1)1)DefineDefine
2)2)CollectCollect
3)3)AnalyzeAnalyze
4)4)ChooseChoose
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Uses of Market Uses of Market ResearchResearch
Analyze Customer Analyze Customer Needs/SatisfactioNeeds/Satisfactionn
Analyze Markets Analyze Markets & Opportunities& Opportunities
Analyze Analyze Effectiveness of Effectiveness of Strategy/TacticsStrategy/Tactics
Analyze Goal Analyze Goal AchievementAchievement
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Sources for Sources for Marketing Marketing Research Research
InformationInformation• Secondary DataSecondary Data
- Company RecordsCompany Records- Gov’t AgenciesGov’t Agencies- Trade Trade
AssociationsAssociations- Research Research
CompaniesCompanies
• Primary Data- Primary Data- Specific to Specific to ProjectProject- SurveysSurveys- ObservationsObservations
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Guidelines for Guidelines for Market ResearchMarket Research
Clarify research Clarify research objectives/stay on target.objectives/stay on target.
Decide whether you will Decide whether you will do the research or use a do the research or use a professional researcher.professional researcher.
Make certain questions Make certain questions are directed to objectives.are directed to objectives.
Ask for relevant Ask for relevant information.information.
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The Marketing The Marketing EnvironmentEnvironment
EconomicEconomic
SocialSocial
TechnologTechnologyy
GlobalGlobal
CustomeCustomerr
CompetitivCompetitivee
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Figure 13.5 Marketing EnvironmentFigure 13.5 Marketing Environment
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Different Different MarketsMarkets
•ConsumerConsumer- NicheNiche- One-to-OneOne-to-One
•Business-to-Business-to-Business (B2B)Business (B2B)
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Market Market SegmentationSegmentation
• Mass MarketingMass Marketing
• Relationship Relationship MarketingMarketing
• Target Target MarketingMarketing- GeographicGeographic- DemographicDemographic- PsychographiPsychographi
cc- BenefitBenefit- VolumeVolume
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Buying ProcessBuying Process• Step 1: Recognize ProblemStep 1: Recognize Problem• Step 2: Information SearchStep 2: Information Search• Step 3: Evaluate Step 3: Evaluate
AlternativesAlternatives• Step 4: Make Purchase Step 4: Make Purchase
DecisionDecision• Step 5: Postpurchase Step 5: Postpurchase
EvaluationEvaluation
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Consumer Decision Consumer Decision MakingMaking(Figure 13.7)(Figure 13.7)
Marketing mixMarketing mix
•ProductProduct
•PricePrice
•PlacePlace
•PromotionPromotion
Marketing mixMarketing mix
•ProductProduct
•PricePrice
•PlacePlace
•PromotionPromotion
PsychologicalPsychological
•PerceptionPerception
•AttitudesAttitudes
•LearningLearning
•MotivationMotivation
PsychologicalPsychological
•PerceptionPerception
•AttitudesAttitudes
•LearningLearning
•MotivationMotivation
SituationalSituational
•Type of PurchaseType of Purchase
•Social surroundingsSocial surroundings
•Physical Physical surroundingssurroundings
•Previous Previous experienceexperience
SituationalSituational
•Type of PurchaseType of Purchase
•Social surroundingsSocial surroundings
•Physical Physical surroundingssurroundings
•Previous Previous experienceexperience
SocioculturalSociocultural
•Reference Reference groupsgroups
•FamilyFamily
•Social classSocial class
•CultureCulture
•SubcultureSubculture
SocioculturalSociocultural
•Reference Reference groupsgroups
•FamilyFamily
•Social classSocial class
•CultureCulture
•SubcultureSubcultureDecision-Making Decision-Making ProcessProcess
Problem RecognitionProblem Recognition
Information SearchInformation Search
Alternative evaluationAlternative evaluation
Purchase decisionPurchase decision
Postpurchase evaluationPostpurchase evaluation
(cognitive dissonance)(cognitive dissonance)
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Influences onInfluences onConsumer BehaviorConsumer Behavior
LearningLearning
SubculturSubculturee
ReferencReference Groupe Group
Cognitive Cognitive DissonancDissonanc
ee
CustomeCustomerr
CultureCulture
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Business-to-Business Business-to-Business (B2B)(B2B)
1.1.NumberNumber
2.2.SizeSize
3.3.Geographic Geographic ConcentratioConcentrationn
4.4.RationalRational
5.5.Direct SalesDirect Sales
6.6.Personal Personal SellingSelling
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Updated Marketing Updated Marketing ConceptConcept
• Customer > Delight Customer > Delight StakeholdersStakeholders
• Organizational Service > Organizational Service > Uniting OrganizationsUniting Organizations
• Maintain Profit OrientationMaintain Profit Orientation• Establish RelationshipsEstablish Relationships
- CustomerCustomer- StakeholderStakeholder
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Urban AdultUrban Adult Spending HabitsSpending Habits
0% 20% 40% 60% 80%
Prefer Designer Jeans
Enjoy Clothes Shopping
Keep Up With LatestFashion
Watch Pay-per-view
$75 on Shoes Last Year
All AdultsUrban adults
Source: Simmons Market Research
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Successful Marketing Successful Marketing in Small in Small
OrganizationsOrganizationsIdentify your best Identify your best
customers.customers.Build lasting Build lasting
relationships.relationships.Share your Share your
customers with customers with other businesses other businesses by developing by developing strategic alliances.strategic alliances.
Practice Practice integrated integrated marketing.marketing.
Know what makes Know what makes your customers your customers happy.happy.
Personally thank Personally thank your customers for your customers for support.support.
Stand out above Stand out above the competition.the competition.
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ABCsABCs of of MarketingMarketing
AAlways be customer-driven.lways be customer-driven.
BBenchmark against the best in the world.enchmark against the best in the world.
CContinuously improve ontinuously improve product/performance.product/performance.
DDevelop the best value package.evelop the best value package.
EEmpower your employees.mpower your employees.
FFocus on relationships.ocus on relationships.
GGenerate profit/meet other org. enerate profit/meet other org. objectives.objectives.
Source: Nickels & Wood, Marketing, Worth Publishing, 1997