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INF 3101MARKETING AND CUSTOMER

CARE

Course facilitator:

Ibrahim A. Ibrahim: MBA -ITM, ADITMBA -ITM, ADITibrahim.ibrahim@suza.ac.tz

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INTRODUCTION

Coverage execte! at the e"! o# this sessio":

Commu"icate va$ue through e##ectivemar%eti"g strateg&

'e"! a" e##ective message to a variet& o#c$ie"t au!ie"ce

I"#$ue"ce customer to the urchase

Deve$o e##ective mar%eti"g strategies #it#or !i##ere"t ro!ucts

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(

INTRODUCTION

)stab$ish a"! mai"tai" e##ective bo"!*ith customers

Deve$o s%i$$s to commu"icate *ithvariet& o# au!ie"ces *or$!*i!e

Assess mar%et oortu"it& a"!i"creasi"g cometitive a!va"tage to the

orga"izatio".

I"crease "e* customer base a"! retai"the existi"g customers

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+

,-ever&bo!& exists i" the busi"ess e"viro"me"tbecause she sa$es somethi"g./ 0 us%ir%a"! us%ir%3 14425

To orga"isatio"sbusi"esses3 the aboveim$ies that their success is ver& much!ee"!e"t o" its mar%eti"g activities.

6h& be co"cer"e! aboutmar%eti"g7

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6hat a mar%et is:

,- is a set o# a$$ actua$ a"! ote"tia$bu&ers o# a ro!uct ta"gib$e goo!sor services5./

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6hat a mar%et is:

,- co"sists o# a$$ ote"tia$ customers shari"g aarticu$ar "ee! or *a"t *ho might be willi!

a"! a"leto e"gage i" e#c$a!ei" or!er tosatis#& that "ee! or *a"t./ ;ot$er3 14495

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uestio"s: I" *hat *a&s !oes the bu&i"g behavior o#

&ou a"! &our are"ts !i##er7 I" *hat *a&s !oes the bu&i"g behavior o#

&ou a"! &our gra"!are"ts !i##er7

6hat se$$i"g strategies *ou$! *or% best #or:

Mou

Mour are"ts

Mour gra"!are"ts+1

Interactive Student Assignment

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ar%eti"g )"viro"me"t The Coma"&Hs acroe"viro"me"t

)co"omic )"viro"me"t:

Co"sists o# #actors that a##ect co"sumer urchasi"g

o*er a"! se"!i"g atter"s.

+2

Cha"ges i" I"come

14=?Hs 0 co"sumtio" #re"z&

144?Hs0,s>ueeze! co"sumer/

2???Hs 0 va$ue mar%eti"g

I"come Distributio"

Uer c$ass

i!!$e c$ass

6or%i"g c$ass U"!erc$ass

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ar%eti"g )"viro"me"t The Coma"&Hs acroe"viro"me"t

Natura$ )"viro"me"t: I"vo$ves the "atura$ resources that are

"ee!e! as i"uts b& mar%eters or that are

a##ecte! b& mar%eti"g activities

Tre"!s 'hortages o# ra* materia$s

I"crease! o$$utio" I"crease! gover"me"t i"terve"tio"

+(

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ar%eti"g )"viro"me"t The Coma"&Hs acroe"viro"me"t

Tech"o$ogica$ )"viro"me"t

Cha"ges rai!$&.

Creates "e* mar%ets a"! oortu"ities but a$so

tur"s ma"& existi"g ro!ucts exti"ct. Cha$$e"ge is to ma%e ractica$3 a##or!ab$e

ro!ucts.

'a#et& regu$atio"s resu$t i" higher research

costs a"! $o"ger time bet*ee" co"cetua$izatio"a"! i"tro!uctio" o# ro!uct.

++

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ar%eti"g )"viro"me"t The Coma"&Hs acroe"viro"me"t

o$itica$ )"viro"me"t Co"sists o# $a*s3 gover"me"t age"cies a"!

ressure grous that i"#$ue"ce or $imit various

orga"izatio"s a"! i"!ivi!ua$s i" a give" societ& Legis$atio" a##ecti"g busi"esses *or$!*i!e

has i"crease!

La*s rotect coma"ies3 co"sumers a"! the

i"terests o# societ& I"crease! emhasis o" socia$$& reso"sib$e

actio"s

+8

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I"c$u!es La*s3

Bover"me"tAge"cies3 a"!ressure Brousthat I"#$ue"ce orLimit FariousOrga"izatio"s a"!I"!ivi!ua$s I" aBive" 'ociet&.

I"creasi"g Legis$atio"

Cha"gi"g Bover"me"tAge"c& )"#orceme"t

I"crease! )mhasis o" )thics 'ocia$$& Reso"sib$e Actio"s

ar%eti"g )"viro"me"t The Coma"&Hs acroe"viro"me"t

+9

o$itica$ )"viro"me"t

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ar%eti"g )"viro"me"t The Coma"&Hs acroe"viro"me"t

o$itica$ )"viro"me"t Co"sists o# $a*s3 gover"me"t age"cies a"!

ressure grous that i"#$ue"ce or $imit various

orga"izatio"s a"! i"!ivi!ua$s i" a give" societ& Legis$atio" a##ecti"g busi"esses *or$!*i!e

has i"crease!

La*s rotect coma"ies3 co"sumers a"! the

i"terests o# societ& I"crease! emhasis o" socia$$& reso"sib$e

actio"s

+3)-?& a

verifed Ha4ard Analysis $ritical $ontrol -oint>HA$$-? plan and crisis management& oodsecurity and other applicable programs

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'TRAT)BI)' ADOT)D

*ncrease presence in Asian countries When the frst )c1onald=s opened in !eijing more

than a do4en years ago& @& people lined up toobserve a !ig )ac, *t is growing aster in $hina than

in the "nited .tates, *t owns ' operates more thanB stores across C cities in $hina, )ore than more )c1onald=s stores will be added annually to$hinese cities within the coming years,

%ocally ocused menu choices *n *ndia )cAloo 0ikki& -aneer .alsa Wrap& )cDeggie *n $hina 6 .4echwan6style spicy chicken wings&

seaood soup& oriental sauces etc

9(

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9+

ar%eti"g mix is the set o# tactica$ mar%eti"gtoo$s that the #irm b$e"!s to ro!uce thereso"se it *a"ts i" the target mar%et.

The mar%eti"g mix co"sists o# ever&thi"g the#irm ca" !o to i"#$ue"ce the !ema"! #or itsro!uct

The too$s ca" be co$$ecte! i"to #our grous o#variab$esthe #our s.

i5 ro!uct ii5 $ace

iii5 rice iv5 romotio"

ar%eti"g ix

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Mareti! Mi# ele)ets

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ar%eti"gix

ro!uct romotio"rice $ace

ro!uct variet&ua$it&Desig"eaturesra"! "amesac%agi"g

'izes'ervices6arra"ties

List riceDiscou"tsA$$o*a"cesa&me"t erio!Cre!it terms

'a$es romotio"A!vertisi"g'a$es #orceub$ic re$atio"sDirect mar%eti"g

Cha""e$sCoverageAssortme"tsLocatio"sI"ve"tor&Tra"sort

Custo)ers/ 7ers+ecti,e < T$e = Cs

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+rom the customersH oi"t o# vie*3 the #irst + s ca" be see" torerese"t #our be"e#its 0 o#te" ca$$e! the + Cs

Cost

7rice

Co))uicatio

7ro)otio

7lace

Co,eiece

7ro&uct

Custo)ers/

%ats > Nee&s