international marketing marketing basics (2014 - 2015)
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Int. Marketing Marketing Basics
What is marketing
for you?
Marketing is
to sell
Marketing is knowing what
to sell
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Customer Needs
Customer Needs
Customer Wants
Customer Wants
Customer Wants
Customer Demands
Market Offerings
Market Offerings
Needs
Wants
Demands
Offerings
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Market
Potential buyers of a product who share
similar wants
Company Client
Company Client matchmaking
Company Client communication
Company Client communication
?
Company Client communication
?
Market
Segment 1
Segment 2
Segment 3
Target group
Segment 2
Segment 3
Are you for
or against nuclear energy?
Value
Are you for
or against smoking?
Who among you
smokes?
SMOKING KILLS
SMOKING KILLS -‐_-‐'
Products determine
our self-view
SMOKING KILLS
Want to quit?
Call us on 776 247 025
Want to quit?
Call us on 776 247 025
Value Proposition
Which products does
Bosch make?
What do you
really buy?
AXE
To which consumer
segment Axe sells?
AXE
SEX
Consumer motives?
It is not all good …
History of marketing
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
How to beat the competition?
Just make it bigger
Marketing myopia
Marketing myopia
Marketing myopia
I’m rat friendly
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Selling stuff us we don’t need
Unsought Goods
Company Client Selling
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Company Client Listening
Knowing the
customer Needs
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
But …
If Ford asked what the people wanted,
they would say:
Faster horses
If Ford asked what the people wanted,
they would say:
Faster horses
No VISION, No car
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Sustainable marketing
Corporate Social Responsibility
Corporate Social Responsibility
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Marketing
Mix
Product
Price
Place
Promotion
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Anybody had a
Bad customer experience?
Free shipping
Free returns
365-days
Free shipping
Free returns
365-days
Free shipping
Free returns
365-days
Core values
1 month training
$ 2000 to quit
Core values
1 month training
$ 2000 to quit
Core values
1 month training
$ 2000 to quit
Buzzzzz
Do you know companies
with a great customer service?
Customer Relationship Management
Customer Relationship Management
Customer
Sattisfaction
Expected Value
L Expected Value
J Expected Value
K Expected Value
J Expected Value
Were you ever contacted for a satisfaction survey?
NPS
Net Promoter Score
On a zero-to-ten scale, how likely is it that you would recommend
us to a friend or colleague?
On a zero-to-ten scale, how likely is it that you would recommend
us to a friend or colleague?
On a zero-to-ten scale, how likely is it that you would recommend
us to a friend or colleague?
What is the reason for your score?
0 1 2 3 4 5 6 7 8 9 10
0 1 2 3 4 5 6 7 8 9 10
J
80% J referrals
0 1 2 3 4 5 6 7 8 9 10
K
0 1 2 3 4 5 6 7 8 9 10
L
80% L referrals
NPS = J % - L %
Harley-Davidson
Amazon
E-bay
Apple
Dell
81%
73%
71%
66%
50%
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Customer
Lifetime Value
Customer
Equity
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Global Marketing
$ 15 trillion
Not only for the home market
Why do companies seek Global Markets?
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
European per-capita consumption
a fraction of US consumption
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Development Global Marketing
Domestic Marketing
Home country
Export Marketing
Home country
Foreign country
International Marketing
Subsidiary
Foreign country
Multicountry Marketing Country 1
Country 2
Country 3
Country 4
Pan-Regional Marketing
Global Marketing Country 1
Country 2
Country 3
Country 4
Launched in Australia
50% teens & young adults didn’t try Coke
7% increase
teen consumption
50 countries
followed
Questions?
Thank you and see you next time