Transcript Customer
PRINCIPLES OF MARKETING Ilan Bijaoui, Ph.D. 2004 [email protected] VIRTUOUS/VICIOUS CIRCLE Customers Satisfaction Virtuous Marketing Motivation Employees Satisfaction Benefits Owners Satisfaction Vicious Family=High Revenues תחום עסקי From Cell Phone to Cell Multi Systems Market`` Media Entertainment Computer/ Video Businessmen Cold Countries Cell phone From Personal Computer to Communication Market`` Children Businessmen Modem, Internet,Video Engineers PC Persuade to Buy Match Customer’s Requirements MARKETING DEFINITION The American Marketing Association The Process of Planning & Executing The Conception, Pricing, Promotion & Distribution of Ideas, Goods & Services To Create Exchange, that Satisfy Individuals & Organizational Goals Exhibit 6 VALUE BRIDGES PRODUCT-PRICE FIRM VALUE MARKETING Psychological Bridge Physical Bridge CUSTOMER VALUE NIKE – From Product to Market Philosophy Basketball Men’s Soccer Women’s Soccer Market Philosophy, Market as a Central Function bedroom GILLETTE RELATIVE IMPORTANCE OF MARKETING Marketing Marketing Production HR Marketing Customer Finance Equal Central Customer Function Function Focus Furniture from Sweden, Uzbekistan, Kenya, and Thailand Zilol in Namangan, Uzbekistan Traditional Chief Chair in Mvule Figure 10: Mombassa, Kenya Michael J. Calnan From Australia THE CUSTOMER Consumer Private Buyer Professional User Public Industry IMPACT FACTORS Economy Culture Life Style Peer Pressure Geography Demography Personnel DECISION Need Planned Need Problem Unsought Information Passive Active PROCESS Evaluation Awareness,Availability, Rating of Attributes Justification Decision Rational & Perceived Needs Customer/ Purchaser Consumer Figure 5: Unique Brand Exhibit 7 PRODUCT-DESCRIPTION - CHARACTERISTICS PACKAGING LABELLING BRAND Features Logistics Ingredients Wthout Quality Conservation Value Producer Design Use Use Private Promotion Promotion Borrowed Identity Figure 8 : Generations of Products Picture 8.1: First Generation Picture 8.2: Second Generation Picture 8.3: Third Generation A brand is a name, a sign intended to identify the product and differentiate it Attributes, Benefits, Value, Personality Minnesota Mining and Manufacturing Company (3M) Figure 12 : Thai Hom Mali Rice Quality Certification Mark The right to display this Quality Certification Mark is granted only to qualified exporters of Thai Hom Mali Rice who receive permission from the Department of Foreign Trade. Features Performance Reparability Ordering ease Delivery Installation Competence Credibility Responsiveness Symbol Atmosphere Events Quality, Price Jeans NIKE Sport shoes Samsonite Suit case for businessmen Powder for hand washing Head & Shoulders shampoo against dandruff Benetton- Wide range of Colors