Introduction to Marketing

Introduction to MarketingDr Javed Iqbal

How to identify customer?How can we identify and choose profitable market segments?How can differentiate our offer from our competition?How should we react to competitors?How can we satisfy our customers and build brand loyalty?How can we measure the effectiveness of an add campaign, of Public Relations, of a promotion, etc?Contemporary issues in Marketing

Production: consumers will favor products that are available and highly affordableProduct: consumers favor products that offer the most in quality, performance, and innovative featuresSelling: consumers will not buy unless an organization undertakes a large-scale selling and promotional effortMarketing: determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently then the competitorsSocietal marketing: generating customer satisfaction and long-run societal well-being are the keys to both achieving the companys goals and fulfilling its responsibilitiesEvolution of Marketing

What Is Marketing?Simple definition: Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably. (CIM,2001)

Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction.

Marketing DefinedMarketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

OLD view of marketing:

Making a saletelling and selling

NEW view of marketing:

Satisfying customer needs

5This has come about, in part, due to the business paradigm shift experienced in many markets.In New Markets, we tend to talk about sellers markets- the seller has the power- demand outstrips demand.

Why is Marketing Important?Shifting Business Paradigms

Sellers marketsBuyers markets

The Marketing ProcessA simple model of the marketing process:Understand the marketplace and customer needs and wants.Design a customer-driven marketing strategy.Construct an integrated marketing program that delivers superior value.Build profitable relationships and create customer delight.Capture value from customers to create profits and customer quality.

Needs, Wants, and DemandsNeed: State of felt deprivation including physical, social, and individual needs.Physical needs: Food, clothing, shelter, safetySocial needs: Belonging, affectionIndividual needs: Learning, knowledge, self-expressionWant: Form that a human need takes, as shaped by culture and individual personality.

Wants + Buying Power = Demand

Need/ Want FulfillmentNeeds & wants are fulfilled through a Marketing Offering:Products:Persons, places, organizations, information, ideas.Services:Activity or benefit offered for sale that is essentially intangible and does not result in ownership.Experiences:Consumers live the offering.

Customer Value and SatisfactionDependent on the products perceived performance relative to a buyers expectations.Care must be taken when setting expectations:If performance is lower than expectations, satisfaction is low.If performance is higher than expectations, satisfaction is high.Customer satisfaction often leads to consumer loyalty.Some firms seek to DELIGHT customers by exceeding expectations.

Marketing ManagementThe art and science of choosing target markets and building profitable relationships with them.Requires that consumers and the marketplace be fully understood.Aim is to find, attract, keep, and grow customers by creating, delivering, and communicating superior value.

Marketing ManagementMarketing managers must consider the following, to ensure a successful marketing strategy:What customers will we serve? What is our target market?How can we best serve these customers? What is our value proposition?

Choosing a Value PropositionThe set of benefits or values a company promises to deliver to consumers to satisfy their needs.Value propositions dictate how firms will differentiate and position their brands in the marketplace.

The Marketing ConceptThe marketing concept:A marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors.

Customer Perceived ValueCustomer perceived value:Customers evaluation of the difference between all of the benefits and all of the costs of a marketing offer relative to those of competing offers. (Armstrong & Kotler)Perceptions may be subjective Consumers often do not objectively judge values and costs.Customer value = perceived benefits perceived sacrifice.

15Burberry- an example when over-riding social factors impacted on customer perceived value of the Burberry brand- often seen as highly exclusive and expensive brand and instantly recognisable. When it was adopted by the football hooligan fraternity, and knock-offs became more common than the original brand, it started to affect perceived value- people dont want to be associated with a cheapened brand, and began to associate the brand with the undesirable behaviours of the people wearing it.

The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.Product: Variety, features, brand name, quality, design, packaging, and services.Price: List price, discounts, allowances, payment period, and credit terms.Place: Distribution channels, coverage, logistics, locations, transportation, assortments, and inventory. Promotion: Advertising, sales promotion, public relations, and personal selling.The Marketing Mix

Marketing strategy

Customer-Driven Marketing StrategyRequires careful customer analysis.To be successful, firms must engage in:Market segmentationMarket targetingDifferentiationPositioning

Segmentation:The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products of marketing programs.Targeting:Involves evaluating each market segments attractiveness and selecting one or more segments to enter.Market Segmentation and Targeting

Differentiation and PositioningDifferentiation:Creating superior customer value by actually differentiating the market offering.Positioning:Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Market SegmentationKey segmenting variables:GeographicDemographicPsychographicBehavioral

Different segments desire different benefits from products.Best to use multivariable segmentation bases in order to identify smaller, better-defined target groups.

21No single way to segment is best. Often combine more than one variable to better define segments.Geographic- simply where people liveDemographic- the easiest and most popular segmenting variable. Psychographic segmentation:Dividing a market into different groups based on social class, lifestyle, or personality characteristics.Behavioral segmentation:Dividing buyers into groups based on consumer knowledge, attitudes, uses, or responses to a product.MTV- different ages favour different channels. MTV pay attention to geographical differences also.

Market SegmentationWhy Segment?:Meet consumer needs more preciselyIncrease profitsSegment leadershipRetain customersFocus marketing communications

Evaluating Market SegmentsSegment size and growth:Analyze current segment sales, growth rates, and expected profitability.Segment structural attractiveness:Consider competition, existence of substitute products, and the power of buyers and suppliers.Company objectives and resources:Examine company skills and resources needed to succeed in that segment.Offer superior value and gain advantages over competitors.

Market TargetingMarket targeting involves:Evaluating marketing segments.Segment size, segment structural attractiveness, and company objectives and resources are considered.Selecting target market segments.Alternatives range from undifferentiated marketing to micromarketing.Being socially responsible.

Differentiation and PositioningA products position is:The way the product is defined by consumers on important attributesthe place the product occupies in consumers minds relative to competing products.Perceptual positioning maps can help define a brands position relative to competitors.

Differentiation and PositioningIdentifying possible value differences and competitive advantages:Key to winning target customers is to understand their needs better than competitors do and to deliver more value.Competitive advantage:Extent to which a company can position itself as providing superior value.Achieved via differentiation.

Thank you.