Transcript Customer satisfaction

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Chapter 1
The Nature of Marketing
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The Marketing Concept
Marketing concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Customer
orientation
Integrated
effort
Goal
achievement
Corporate activities are
focused upon
providing customer
satisfaction
All staff accept the
responsibility for
creating customer
satisfaction
The belief that
corporate goals can
be achieved through
customer
satisfaction
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Creating Customer Value
Positive
Negative
Customer value
Perceived
benefits
Perceived
sacrifice
Product benefits
Service benefits
Relational benefits
Image benefits
Monetary costs
Time costs
Energy costs
Psychological costs
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L’Oreal Elvive
Presents favourable
benefits
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Creating Customer Satisfaction
Delight
Customer satisfaction
‘Delighters’
‘More is better’
Neutral
‘Must be’
Dissatisfaction
Absent
Presence of the characteristic
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Fulfilled
Production Orientation
Production
capabilities
Manufacture
product
Customers
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Customer Orientation
Customer
needs
Potential
Market
Opportunities
Marketing
Products
and services
Customers
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Market Versus Internally Driven Businesses
Market driven businesses
Customer concern throughout
business
Know customer choice criteria and
match with marketing mix
Segment by customer differences
Invest in market research and track
market changes
Welcome change
Try to understand competition
Marketing spend regarded as an
investment
Innovation rewarded
Search for latent markets
Being fast
Strive for competitive advantage
Internally orientated businesses
Convenience comes first
Assume price and product performance
are the key to most sales
Segment by product
Rely on anecdotes and received wisdom
Cherish the status quo
Ignore competition
Marketing spend regarded as luxury
Innovation punished
Stick with the same
Why rush?
Happy to be me-too
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Efficiency and Effectiveness
Inefficient
Efficient
Ineffective
Effective
Goes out of
business quickly
Survives
Dies Slowly
Does well
Thrives
© The McGraw-Hill Companies, 2009
The Marketing Mix
Product
Promotion
The Marketing Mix
Place
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Price
An Effective Marketing Mix
Matches
customer needs
Creates a
competitive
advantage
Effective
Effective
marketing
marketing
mix mix
Well
balanced
Matches corporate resources
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Marketing and Business
Performance:
Does Marketing
work?
Market Orientation
Improved
business
performance
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The Scope of Marketing
Marketing activity is
used in various fields
such as not –for profit,
Sport and music
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The Marketing Planning Process
Stages in the planning process:
Business Mission
Marketing audit
SWOT analysis
Marketing objectives
Strategic thrust
Core strategy
Target markets
Marketing mix decisions
Organisations and implementation
Control
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Strategic objectives
Competitive advantage
Chapter Summary
The marketing concept and market orientation is a business
philosophy that puts the customer at the centre of things.
Customer value is the difference between perceived benefits and
perceived sacrifices involved in consuming a product or service.
Customer value is delivered through the marketing mix.
There is a strong relationship between the marketing philosophy
and business performance.
The scope of marketing is broad, involving business and nonbusiness contexts.
Marketing planning is an important activity which ensures
marketing effectiveness.
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