Marketing

Customer orientation

Integrated effort

Goal achievement

achievement of corporate goals through meeting and exceeding customer needs better than competition

e.g. quantity, quality, trust (emotional value) product performance, relational value (trust)

All staff accept threir responsibility for creating customer satisfaction 

Across al departments (finance, r&d, engineers...)

The belief that corporate goals can be achieved through customer satisfaction 

“By maintaining an outside-in focus, companies can understand what customers value and how to consistently innovate new sources of value that keep bringing them back” 

Building brand awareness & 

getting message across ccurately 

allows marketerts to:

-take advantage of opportunities

-combat threats

Important to monitor.

Economic: 

Social 

Technological

Environmental

Political/Legal 

growth & unemplyoment: financial crises less spending more discount stores, shrinking marketing budgets, be aware of emerging markets #brics. 

Interest rates & echange rates: low interest rates more spending consumer credits. 

Taxation and inflation.
Direct: Income tax: disposable income
Indirect: VAT: higher prices, parallel importing 
Inflation influence on interest rates,

 

Before: low unemployment good expectations
high-demand for non-essential items (multiple holidays, spa treatments, restaurant meals, clothing, luxury goods
More investments in assets such as shares.. 

Recession: safe more spend less 

Size, density, location, age, gender, race, occupation and other 

more women working more man staying home...

•Generation X: 1960s and early 1980s

›Most educated generation to date

›Less materialistic than other groups

› quality instead quantity research before they buy 

›Sceptical of marketing 

›More open to diversity, embrace differences such as: religion, sexual orientation, class, race and ethnicity

•Generation Y or Millennials: 1980’s and 2000

›Tech savvy is in their DNA

›Online and connected 24/7, 365

›Personalization and product customization are key to marketing success

›Ethnically diverse

Cultural: Contracts western set in stone, East more flexible, don't export the business but adapt to local cultures (MTV local content not american export), "consumer movement:" organizations for comparisons of product

Telephone skype 

smart cards japan: top up and use for everything (like oyster card in london but not only for public transportation)

Mobile phone paymnet 

each party in marketing system adds value to transaction

Aldi only cheap if suppliers cheap

Ford only high quality if suppliers high quality

Arrow: all relationships that must be developed and managed to create customer value

•Most important actors in company’s microenvironment.

•The aim:

•Serve target customers and create strong relationships with them.

• The challenge for a company:

•Identify un-served market needs

•Acquire and retain customer base

Þ Sensitivity to changing needs

Þ Ability to take advantage of opportunities

Suppliers

Customers

Stakeholders

Customers

Competitors

Distributors 

Job of marketing to build relationship with customer by creating customer value and satisfaction. Not only marketing but building relationships with other actors of micro environment. --> company's value delivery network

Remmeber graph.

Distributors:

wholesalers and retailers

help company proote, sell and distribute to final buyers

Suppliers:

provide resources needed for production

important link in overall customer value delivery network

Competitors:

marketers must also gain differential advantage instead of just adapt to needs of custoers

Company

all departments share responsibility for understanding customer needs and creating customer value

--> marketing managers must work closely with al depts when designing marketing plan.