Demand Side Supply Side
A Business Function A Discipline A Business Philosophy
Customer Satisfaction satisfy delight Stew Leonard
Needs Wants
Marketing Myopia Avon Rubbermaid
Environmental Scanning
Environmental Scanning
Environmental Scanning
Market Share Marketing Mix Four P s Product, Price, Promotion, and Physical Distribution (or Place)
Relative Market Share Market Growth Rate Product Life Cycle
Decision Making Unit: DMU Buyer Consumer, End User Consumer Marketing
Industrial Marketing, Business-to-Business Marketing, Organizational Buying Behavior
Decision Making Process: DMP Trial Modified Rebuy (Repurchase) Straight (Routine) Rebuy
High Involvement IBM
Production Concept Model T-Car
Product Concept Sales Concept
Marketing Concept Customer Orientation Society Orientation
Relationship Orientation: Relationship Marketing Green Marketing
Global Competition
SWATCH» Better than More
Total Quality Management (TQM) Return on Quality (ROQ) Return on Investment (ROI) Kaizen Quality House
Relational Exchange rather than Discrete Transaction
Word of Mouth ( ; Reference Group)
Scandinavian Air System MOT: Moment of Truth J. D. Power
Malcolm Baldridge National Award Customer Satisfaction Changi Airport
Product MADD (Mothers Against Drunken Driving) Australia, Thailand, Singapore, New Zealand
Price
(Promotion) (Advertising) (Sales Promotion) (Marketing Public Relations) (Personal Selling)
(Physical Distribution) Exclusive Distribution Selective Distribution Intensive Distribution (Key Success Factor; KSF Analysis)
STP Market Targeting Positioning Segmentation
PLC. (, )
(5%) Compact (49%) (46%) Damaged (11%) Anti-Dandruff(23%) Two-in-One(39%) All Purpose (27%)
»» ---»»» Me-Too Products» Henry Ford Model T-Car,
(Profitable) Identification and Differentiable Reachable
Customers are different (sufficient amount if heterogeneity) Differences of customers are related to differences in market demand Segments of customers can be isolated and reached within the overall market (Researchable) Specific products and/or marketing programs can be designed for the identified segments (Actionable) Segments will be differentially responsive (Differentiable)
Mass Marketing Segment Marketing ( ) Micro Marketing Niche Marketing
,, Ford Model T-Car Coca Cola
Premium Price, Know-How, Rolls, Segment of One, Customized Segmentation, One-to-One Marketing Mass Customization
(Demographic Variables)»»»»»
»» (Multi-Attribute Demographic Segmentation)
»»»» ) Abraham Maslow (Hierarchy of Needs) Physiological: Food, water, shelter, sex Safety: protection, security, stability Social: affection, friendship, acceptance Ego: prestige, self-esteem, success Self-Actualization: self-fulfillment
Che Hierarchy of Needs Top Middle Bottom Rolex Rolls L. L.Vitton Heinken Seiko Cadillac Samsonite Michelob Timex Chevy Store Brand Budweiser Expensive Moderate Reasoanle Exclusive Authorized Dealers Come to think of it, II ll have Heineken Seletive The night belongs to specialty Michelob Extensive, Supermarket This Bud s for you
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»»» Expected Benefits»»»»
» Nutritional Snacker» Economical Snacker» Guilty Snacker» Indiscriminant Snacker» Close-Up:» Crest:» Aqua Fresh:»»
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Measurable Purchasing Power Consumer Profile Data (Heterogeneity or Homogeneity) Substantial Sufficiently Large and Profitable Accessible (Reachable) Effectively Reached and Profitable Differentiable Different Response Elasticity to Different Mix Strategies Actionable
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Positioning Map
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