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IMPORTANT ISSUES1

Marketing: Creating and Capturing Customer Value

Assist. Prof. Dr. Özge ÖZGEN, 2015, Izmir

Department of International Business and Trade

What is not marketing?3 What is Marketing?

Marketing is managing profitable customer relationships

Satisfying customer needs

Attracting new customers

Retaining and growing current customers

“Marketing” is NOT synonymous with “sales” or

“advertising”

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What is Marketing?

Process by which individuals and groups obtain

what they need and want through creating and

exchanging products and value with others.

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Marketing is the delivery of customer satisfaction at a profit.

6Core Marketing Concepts

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What are Consumer’s Needs, Wants

and Demands?7

•Wants - form that a human need takes as shaped by culture

and individual personality.

•i.e. I want a pizza and a soft drink.

•Demands - human wants backed by buying power.

•i.e. I have money to buy this meal.

•Needs - state of felt deprivation for basic items such as food

and clothing and complex needs such as for belonging.

•i.e. I am hungry.

What Will Satisfy Consumer’s Needs

and Wants?8

Experiences Persons Places

Organizations IdeasInformation

What Can Be Marketed?

Goods

Services

Places

Ideas

Events

Persons

Properties

Organizations

Information

Experiences

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What is being marketed in this ad?

Al Ain Desert Wildlife Park

Now open till midnight!!!

What is being marketed in these ads?10

How Do Consumers Choose Among

Products and Services?11

Total Quality Management Involves Improving the

Quality of Products, Services, and Marketing Processes

Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is

Customer Satisfaction

Value Gained From Owning a Product and Costs of Obtaining the Product is

Customer Value

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Example: SAMSUNG AD

Premium design

New metal frame

Different colors (Blossom pink etc.)

Powerful performance

Fast charging, 3.7 Mp front camera, 16 Mp rear camera, HD Display etc.

S Pen

Ease of usage (Split screen etc.)

What are the other issues more than product attributes???

Emotions, sharing, socializing, pleasure, happiness etc.

Not just focusing on attributes of the product

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How Do Consumers Obtain Products

and Services?15

Exchanges

The act of obtaining

a desired object from

someone by offering

something in return

Relationships

Building a Marketing Network

Consisting of The Company

and All Its Supporting

Stakeholders

A Simple Marketing System

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Modern Marketing System17

Suppliers

End UserMarket

MarketingIntermediaries

CompetitorsCompany(Marketer)

Environm

ent E

nviro

nm

ent

Who Purchases Products and Services?18

People Who Exhibit Need

Resources to Exchange

Willingness to Exchange

UnexpectedSituational

Factors

Attitudes of

Others

Ethical

Potential Buyers

Market –Buyers who

share a particular need or want that

can be satisfied through

exchange or relationships.

Actual Buyers

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Marketing Management

Philosophies19

Production Concept

Product Concept

Selling Concept

Marketing Concept

Societal Marketing Concept

•Consumers favor products that are available and highly affordable.

•Improve production and distribution.

•Consumers favor products that offer the most quality, performance, and innovative features.

•Consumers will buy products only if the company promotes/ sells theseproducts.

•Focuses on needs/ wants of target markets & delivering satisfaction better than competitors.

•Focuses on needs/ wants of target markets & delivering superior value.

Marketing and Sales Concepts

Contrasted20

Societal Marketing Concept21 Unilever Sustainable Living Plan

(USLP)

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