Transcript values
MARKETING Marketing is the activity for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) MARKETING CREATING……………………………. بوجود اوردن، ایجاد کردن COMMUNICATING………………….ارتباط گرفتن DELIVERING…………………………..انتقال دادن EXCHANGING……………………….مبادله کردن OFFERING SOMETHINGS THAT HAVE VALUES MARKETING……………….. VALUES Values in marketing In the field of psychology, values are defined as: the goals and beliefs that guide our actions and behavior. Values motivate how each of us thinks, feels, reacts and communicates. For most of us, our values tend to stay constant over time, even through major life changes. Values are the “non-negotiables.” Values in marketing the goals and beliefs that guide our actions and behavior. Values in marketing Values motivate how each of us thinks, feels, reacts and communicates. Values in marketing For most of us, our values tend to stay constant over time, even through major life changes. Values are the “non-negotiables.” CREATING VALUE CREATING SITUATIONS, CONDITIONS THAT GUIDE THE BELIEFS AND ACTIONS OF CUSTOMERS CREATING SOMETHINGS THAT…. CREATING PRODUCTS AND SERVICES THAT….. CREATING VALUE CREATING SITUATIONS, CONDITIONS THAT CUSTOMERS TO THINK, GET RIGHT DECISION AND DO RIGHT ACTION. TO DO RIGHT ……………..MEANS TO BUY DEFINITION OF BRAND Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. DEFINITION OF BRAND Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind and believes. It makes sustainability. DEFINITION OF BRAND Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and values. DEFINITION OF BRAND Unique design, sign, symbol, words Make a conditions and situations In which effects on believes, decisions and actions SYMBOL………………………… VALUES BRAND………………………… VALUES BRAND AND MARKETING VALUES BRAND CAUSES Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind and believes. It makes sustainability. MARKETING VALUES TENDS to stay constant over time, even through major life changes. BRAND AND MARKETING VALUES SYMBOL VALUES BRAND VALUES VALUES CONSISTENCE SUSTAINABLE DREDITABLE TRUST LOYALTY BRANDING AND CUSTOMER RESPONSE BUY INTEND COMPREHEND AWARE EXPOSED BRANDING AND CUSTOMER RESPONSE BUY INTEND COMPREHEND AWARE EXPOSED BRANDING AND CUSTOMER RESPONSE BUY EXPOED BRANDING AND PUSH–PULL STRATEGY CUSTOMER RESPONSE CUSTOMER PULL CUSTOMER PREFERENCE CUSTOMER LOYALTY CUSTOMER PUSH CUSTOMER COVERAGE DISTRIBUTOR PUSH BRANDING AND CUSTOMER RESPONSE BRAND BUY MARKETING CYRCLE CREATE EXCHANGE CONECT VALUES DELIVER MARKETING CYRCLE کیفیت تنوع ماندگاری سهولت استفاده استحکام خدمات پس از فروش تامین قطعات سرویس کاران مجرب بسته بندی طراحی رنگ و.... VALUES MARKETING CYRCLE راستی صداقت دقت صحت زیبایی تسلط فن اوری و.... VALUES MARKETING CYRCLE زمان سالمت بسته بندی گستره توزیع جایابی چیدمان تداوم نظم و.... VALUES MARKETING CYRCLE قیمت تخفیف ها محرک های فروش جوایز دوره اعتباری روش های پرداخت پاداش ها و.... VALUES SELLING DEFINE THE PROCESS OF DISCOVERING CUSTOMER NEEDS DEVELOPING CUSTOMER RELATIONSHIP MATCHING APPROPRIATE PRODUCTS WITH THESE NEEDS AND EXCHANGING BENEFITS SELLING/ MARKETING SELLING: DISCOVERING CUSTOMER NEEDS MARKETING: IS THE ACTIVITY FOR CREATING SELLING/ MARKETING SELLING: EXCHANGING BENEFITS MARKETING: EXCHANGING VALUES SELLING PHILOSOPHY SELLIN IS PROBLEM SOLVING SELLING IS A HELPING, CARING ACTIVITY TREAT PEOPLE AS A HUMAN BEINGS, NOT $ SIGNS SELLING PHILOSOPHY BE CUSTOME DRIVEN NOT PRODUCT DERIVEN FOCUS ON CUSTOMER NEEDS LONG-TERM SUCCESS DEPENDS ON PLEASING OTHERS SELLING PHILOSOPHY ADHERENCE TO A STRICT CODE OF ETHICS EMPHASIZING, AMONG OTHER THINGS, MUTUAL TRUST, RESPECT AND HONESTY IS ESSENTIAL A COMMITMENET TO SELF IMPROVEMENT AND LONG-TERM LEARNING FOR LONG-TERM SUCCESS VALUE-BASED MARKETING Today, many companies are shifting from cost-based selling strategy to customer-perceived value analysis and value-based selling strategy. VALUE-BASED MARKETING BENEFITS The value-based selling strategy has the benefits of this shift include developing a better understanding of: What factors differentiate your product from the competition VALUE-BASED MARKETING BENEFITS The value-based selling strategy has the benefits of this shift include developing a better understanding of: How much those differences are really worth to the customer VALUE-BASED MARKETING BENEFITS The value-based selling strategy has the benefits of this shift include developing a better understanding of: What improvements to your product would add the most value from the customers' perspective How you should position and promote your product to stress your comparative advantages [email protected] 09101004145