Chapter Fifteen Marketing: Building Customer and Stakeholder Relationships

Transcription

1 Chapter Fifteen Marketing: Building Customer and Stakeholder Relationships Ryerson Limited 1

2 What is Marketing? Determining the needs and wants of others Providing a good or service to satisfy those wants or needs That satisfaction should meet or exceed the level of expectation Find a need and fill it Ryerson Limited 2

3 Using the Marketing Concept $ Marketing Success Customer Orientation Service Orientation Profit Orientation Three Part Business Philosophy Ryerson Limited 3

4 Marketing Orientation Era Market research to find out if a need exists Design a product to meet the need Distribution - getting the product to the customer Establishing a relationship with the customer Promoting the product, dealing with complaints, etc. helps to establish a customer relationship Ryerson Limited 4

5 Elements in the Marketing Mix Product Price Place Goods Service Features Accessories Packaging Instructions Warranty Branding Options List price Credit terms Allowances Flexibility Discounts Channel type Intermediaries Market coverage Transport mode Marketing Manager Promotion Objectives Advertising Personal selling Publicity Public relations Sales Promotion Word of mouth Marketing Program Product Promotion Price Place Ryerson Limited 5

6 Marketing Process Need Research Design Test Name/Package/ Price Distribution? Promote Build Ryerson Limited 6

7 Market Research Process Define Collect Analyze Choose Ryerson Limited 7

8 Figure 15.4 Marketing Environment Ryerson Limited 8

9 Different Markets Consumer - One-to-One Business-to- Business (B2B) Ryerson Limited 9

10 Market Segmentation Segmentation - dividing the market into groups whose members have similar characteristics Target Marketing - marketing to those groups that an organization can serve profitably Ryerson Limited 10

11 Levels of Segmentation Niche marketing finding small/profitable market segments and designing for them. One-to-one marketing unique mix of goods and services for each customer. Ryerson Limited 11

12 Market Segmentation Geographic Segmentation - geographic areas Demographic Segmentation -age, sex, education, occupation, family size, etc. Psychographic Segmentation - lifestyle, interests, values, attitudes Behavioural Segmentation -usage, heavy, medium,light or not at all Ryerson Limited 12

13 Consumer Decision Making and Outside Influences Marketing mix mix Product Price Price Place Place Promotion Decision-Making Process Sociocultural Reference groups Family Social class class Culture Subculture Psychological Perception Attitudes Learning Motivation Problem Recognition Information Search Alternative evaluation Purchase decision Postpurchase evaluation Situational Type of of Purchase Social surroundings Physical surroundings Previous experience (cognitive dissonance) Ryerson Limited 13

14 Business-to-Business (B2B) Number Rational Size Geographic Concentration Direct Sales Personal Selling Ryerson Limited 14

15 Updated Marketing Concept Customer > Delight Stakeholders Organizational Service > Uniting Organizations Maintain Profit Orientation Establish Relationships - Customer - Stakeholder Ryerson Limited 15

16 Careers in Marketing Careers available in Retail or Wholesale Marketing Selling Advertising Public Relations Transportation Distribution N.B. - everything has been sold by someone at least once before you use it Ryerson Limited 16