Marketing 1 marketing basics
120
Marketing Basics
-
Upload
stevenvanwichelen -
Category
Business
-
view
272 -
download
3
description
Transcript of Marketing 1 marketing basics
Marketing Basics
Introduction
What is Marketing?
Marketing is
to sell
Marketing is knowing what
to sell
Marketing is the process through which organizations create value
for people and build strong relations to receive value in return
Marketing is the process through which organizations create value
for people and build strong relations to receive value in return
Process
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Total Value
Costs
Client value
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
People
Market
Segment 1
Segment 2
Segment 3
Target group
Segment 2
Segment 3
https://www.youtube.com/watch?v=Yoz5vk9Bc-k
Value
AXE
https://www.youtube.com/watch?v=Nj_Q5ySp5_U
AXE
SEX
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
https://www.youtube.com/watch?v=XNBP18nrRdw
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Marketing
Mix
Product
Price
Place
Promotion
Marketing
Mix
Product
Price
Place
Promotion
Marketing
Mix
Consumer
Cost
Convenience
Communication
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Relations
CRM
L Expected Value
L Expected Value
J Expected Value
K Expected Value
J Expected Value
A happy customer tells 3 friends
An unhappy customer tells 10 friends
Perceived value
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
Changing landscape
The future ain’t what it used to be
https://www.youtube.com/watch?v=PgTaqBD8MO8
Internet users 2012 1,8 billion
Internet users 2015 3,4 billion
Web 1.0
Web 2.0
Web 3.0
https://www.youtube.com/watch?v=v7445SC0wgs
https://www.youtube.com/watch?v=6M1CxLmgsv8
