Pp Slides
2/1/2013
Bus 103 – Marketing Dr. Jasso Lecture Series
Winter 2013
On marketing – creating and delivering customer value
The Measure of Connectedness
Copyright Dr. Sean D. Jasso
Learning Outcomes
• • • • • • • • The purpose of the business enterprise The nature of „value‟ The customer experience The nature of value The power of competition The importance of customer creation The firm‟s goals and objectives The purpose of strategy • • • • •
Our Approach
Lecture – this is where we develop the idea Reading – this is where we study the material Research – this is where we investigate Writing – this is where we test knowledge Analysis – this is where we test our knowledge
Copyright Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
Guiding Questions
What is our competitive landscape Analyzing the marketing environment How do we get into our customer‟s mind Marketing Research Strategies
On markets
Copyright Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
1
2/1/2013
The Big Marketing Questions Central Themes
Fundamentals of Strategic Marketing Demographics Customer Behavior
• What is our industry • What is our business • What is our profit objective • Who is our customer • Who is our competitor • What is our brand
Copyright 2012 Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
Sales Approach
Profits - increased sales volume
The Marketing Toolkit
The Marketing Mix Sales Approach Marketing Approach
Means – Sales and Market Acceptance Focal Point – Existing Products
Copyright Dr. Sean D. Jasso
Copyright 2012 Dr. Sean D. Jasso
Marketing Approach
Loyalty
Goal – Customer Satisfaction Means – IMC
Sales vs. Marketing
Sales – profits through volume Marketing – profits through customer satisfaction
Customer Needs and Desires
Copyright 2012 Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
2
2/1/2013
5Ps & 5Cs
Product………………….........Customer Solution Price………………………........Customer Cost
Bus 103 – Marketing Dr. Jasso Lecture Series
Winter 2013
On marketing – creating and delivering customer value
The Measure of Connectedness
Copyright Dr. Sean D. Jasso
Learning Outcomes
• • • • • • • • The purpose of the business enterprise The nature of „value‟ The customer experience The nature of value The power of competition The importance of customer creation The firm‟s goals and objectives The purpose of strategy • • • • •
Our Approach
Lecture – this is where we develop the idea Reading – this is where we study the material Research – this is where we investigate Writing – this is where we test knowledge Analysis – this is where we test our knowledge
Copyright Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
Guiding Questions
What is our competitive landscape Analyzing the marketing environment How do we get into our customer‟s mind Marketing Research Strategies
On markets
Copyright Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
1
2/1/2013
The Big Marketing Questions Central Themes
Fundamentals of Strategic Marketing Demographics Customer Behavior
• What is our industry • What is our business • What is our profit objective • Who is our customer • Who is our competitor • What is our brand
Copyright 2012 Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
Sales Approach
Profits - increased sales volume
The Marketing Toolkit
The Marketing Mix Sales Approach Marketing Approach
Means – Sales and Market Acceptance Focal Point – Existing Products
Copyright Dr. Sean D. Jasso
Copyright 2012 Dr. Sean D. Jasso
Marketing Approach
Loyalty
Goal – Customer Satisfaction Means – IMC
Sales vs. Marketing
Sales – profits through volume Marketing – profits through customer satisfaction
Customer Needs and Desires
Copyright 2012 Dr. Sean D. Jasso
Copyright Dr. Sean D. Jasso
2
2/1/2013
5Ps & 5Cs
Product………………….........Customer Solution Price………………………........Customer Cost