marketing 1 marketing basics
DESCRIPTION
TRANSCRIPT
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Marketing Basics
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Introduction
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What is Marketing?
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Marketing is
to sell
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Marketing is knowing what
to sell
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Marketing is the process through which organizations create value
for people and build strong relations to receive value in return
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Marketing is the process through which organizations create value
for people and build strong relations to receive value in return
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Process
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Customer needs
Marketing strategy
Marketing program
Profitable relations Value
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Total Value
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Costs
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Client value
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Customer needs
Marketing strategy
Marketing program
Profitable relations Value
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People
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Market
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Segment 1
Segment 2
Segment 3
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Target group
Segment 2
Segment 3
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https://www.youtube.com/watch?v=Yoz5vk9Bc-k
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Value
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AXE
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https://www.youtube.com/watch?v=Nj_Q5ySp5_U
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AXE
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SEX
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Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
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Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
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Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
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https://www.youtube.com/watch?v=XNBP18nrRdw
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Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
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Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
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Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
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Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
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Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
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Customer needs
Marketing strategy
Marketing program
Profitable relations Value
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Marketing
Mix
Product
Price
Place
Promotion
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Marketing
Mix
Product
Price
Place
Promotion
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Marketing
Mix
Consumer
Cost
Convenience
Communication
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Customer needs
Marketing strategy
Marketing program
Profitable relations Value
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Relations
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CRM
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L Expected Value
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L Expected Value
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J Expected Value
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K Expected Value
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J Expected Value
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A happy customer tells 3 friends
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An unhappy customer tells 10 friends
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Perceived value
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Customer needs
Marketing strategy
Marketing program
Profitable relations Value
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Customer Lifetime Value
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Customer Equity
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Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
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Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
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Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
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Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
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Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
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Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
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Changing landscape
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The future ain’t what it used to be
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https://www.youtube.com/watch?v=PgTaqBD8MO8
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Internet users 2012 1,8 billion
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Internet users 2015 3,4 billion
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Web 1.0
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Web 2.0
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Web 3.0
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https://www.youtube.com/watch?v=v7445SC0wgs
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https://www.youtube.com/watch?v=6M1CxLmgsv8
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