Bài giảng Understanding Business - Chapter 13 Marketing: Helping Buyers Buy

Marketing: Helping Buyers BuyChapter 13McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations.Describe the four P’s of marketing.Summarize the marketing research process.Show how marketers use environmental scanning to learn about the changing marketing environment.Explain how marketers apply the tools of market segmentation, relationship marketing and the study of consumer behavior.Compare the business-to-business market and the consumer market.LEARNING GOALSChapter Thirteen13-2What is Marketing?Marketing -- The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large.WHAT’S MARKETING?LG113-3Marketing today involves helping the buyer buy through:Websites that help buyers find the best price, identify product features, and question sellers.Blogs and social networking sites that cultivate consumer relationships.FOCUS of CONTEMPORARY MARKETINGLG1What is Marketing?13-4The Evolution of MarketingProduction EraSelling EraMarketing Concept EraCustomer Relationship EraFOUR ERAS of U.S. MARKETINGLG113-5The general philosophy was “Produce what you can because the market is limitless.”After mass production, the focus turned from production to persuasion.The PRODUCTION and SELLING ERASLG1The Evolution of Marketing13-6After WWII, a consumer spending boom developed.Businesses knew they needed to be responsive to consumers if they wanted their business.The MARKETING CONCEPT ERALG1The Evolution of Marketing13-7The Marketing Concept includes three parts:Customer Orientation -- Finding out what customers want and then providing it.Service Orientation -- Making sure everyone in an organization is committed to customer satisfaction.Profit Orientation -- Focusing on the goods and services that will earn the most profit.APPLYING the MARKETING CONCEPT LG1The Evolution of Marketing13-8Customer Relationship Management (CRM) -- Learning as much as you can about customers and doing what you can to satisfy or exceed their expectations.Organizations seek to enhance customer satisfaction building long-term relationships.Today firms like Priceline and Travelocity use CRM that allow customers to build a relationship with the suppliers.The CUSTOMER RELATIONSHIP ERALG1The Evolution of Marketing13-9The cost of acquiring a new customer is 5x the cost of retaining one. Here’s how to keep them:SERVICE with a SMILESix Steps for Keeping Your Customers HappyBuild trustEmphasize the long termListenTreat your customers like starsShow appreciationRemember employees are customers too!LG1The Evolution of MarketingSource: Inc. Guidebook, Vol. 2 No. 5 and Entrepreneur, February 2010.13-10Nonprofit marketing tactics include:NONPROFIT MARKETINGNonprofit Organizations and Marketing FundraisingPublic RelationsSpecial CampaignsEcological practicesChanging public opinions and attitudesIncreasing organizational membershipLG113-11Nonprofit marketing strategies include:Determine the firm’s goals and objectivesFocus on long-term marketingFind a competent board of directorsExercise strategic planningTrain and develop long-term volunteersCarefully segment the target marketMARKETING STRATEGIES for NONPROFITSLG1Nonprofit Organizations and Marketing 13-12Designing a Product to Meet Consumer Needs Product -- A good, service, or idea that satisfies a consumer’s want or need.The FOUR P’s: ProductLG2Test Marketing -- Testing product concepts among potential product users.Brand Name -- A word, letter, or a group of words or letters that differentiates one seller’s goods from a competitor’s.13-13Setting an Appropriate PricePricing products depends on many factors:Competitors’ pricesProduction costsDistributionHigh or low price strategiesMiddlemen are important in place strategies because getting a product to consumers is critical.PRICING and PLACING a PRODUCTLG213-14Developing an Effective Promotional StrategyPromotion -- All the techniques sellers use to inform people about their products and motivate them to purchase those products.Promotion includes:AdvertisingPersonal sellingPublic relationsWord of mouthSales promotions PROMOTING the PRODUCTLG2Photo Courtesy of: Uri Baruchin13-15Get customers emotional about your product:Make your product “built to love.”Use emotion-laden advertising.PERFECT PROMOTIONHow to Get Customers to Need Your ProductLG1Sources: Entrepreneur, February 2011 and Entrepreneur, March 2010.Developing an Effective Promotional StrategyBe a likeable salesperson:Have confidence.Be intriguing.Show interest in others.Be enthusiastic and respectful.13-16Too much clutterToo difficult to navigate Stale informationCopycattingIgnoring the needs of your customer baseNot analyzing dataRefusing to get outside helpTANGLED WEB of PROMOTIONSeven Sins of Web DesignLG1Source: Entrepreneur, January 2011.Developing an Effective Promotional StrategyPhoto Courtesy of: Cortes de Cima13-17Providing Marketers with InformationMarketing Research -- Analyzing markets to determine challenges and opportunities, and finding the information needed to make good decisions.Research is used to identify products consumers have used in the past and what they want in the future.Research uncovers market trends and attitudes held by company insiders and stakeholders.MARKET RESEARCH:SEARCHING for INFORMATIONLG313-18The Marketing Research ProcessDefining the problem or opportunity and determining the present situation.Collecting research data.Analyzing the data.Choosing the best solution and implementing it. FOUR STEPS in the MARKETING RESEARCH PROCESSLG313-19Primary Data -- In-depth information gathered by marketers from their own research.Telephone, online and mail surveys, personal interviews, and focus groups are ways to collect primary data.COLLECTING PRIMARY RESEARCH DATALG3The Marketing Research Process13-20Secondary Data -- Existing data that has previously been collected by sources like the government.COLLECTING SECONDARY RESEARCH DATASecondary data incurs no expense and is usually easily accessible.Secondary data doesn’t always provide all the needed information for marketers.LG3The Marketing Research Process13-21Marketers must turn data into useful information.Must use their analysis to plan strategies and make recommendations.Finally, marketers must evaluate their actions and determine if further research is needed.ANALYZING the DATA and IMPLEMENTING the DECISIONLG3The Marketing Research Process13-22Analyze customer needs and satisfaction.Analyze current markets and opportunities.Analyze the effectiveness of marketing strategies.Analyze marketing process and tactics currently used.Analyze the reasons for goal achievement or failure.KEY BENEFITS of MARKETING RESEARCHLG3The Marketing Research Process13-23Conduct informal consumer surveysWAYS to FIND OUT WHAT CONSUMERS THINKHost a customer focus groupListen to competitor’s customersSurvey your sales forceBecome a “phantom” customerLG3The Marketing Research Process13-24The Marketing EnvironmentEnvironmental Scanning -- The process of identifying factors that affect marketing success.SCANNING the MARKETING ENVIRONMENTLG4Factors involved in the environmental scan include:Global factorsTechnological factorsSociocultural factorsCompetitive factorsEconomic factors13-25Always be customer-focused.Benchmark against the best firms.Continuously improve performance.Develop the best value package.Empower your employees.Focus on relationship building.Goal achievement is the reward.The ABC’s of MARKETINGLG4The Marketing Environment13-26Two Different Markets: Consumer and B2BConsumer Market -- All the individuals or households that want goods and services for personal use and have the resources to buy them.The CONSUMER and B2B MARKETBusiness-to-Business (B2B) -- Individuals and organizations that buy goods and services to use in production or to sell, rent, or supply to others.LG413-27The Consumer MarketThe size and diversity of the consumer market forces marketers to decide which groups they want to serve.Market Segmentation -- Divides the total market into groups with similar characteristics.Target Marketing -- Selecting which segments an organization can serve profitably.MARKETING to CONSUMERSLG513-28Segmenting the Consumer MarketGeographic Segmentation -- Dividing the market by cities, counties, states, or regions.Demographic Segmentation -- Dividing the market by age, income, education (demographic variables).Psychographic Segmentation -- Dividing the market by group values, attitudes, and interests.Benefit Segmentation -- Dividing the market according to product benefits the customer prefers.Volume (Usage) Segmentation -- Dividing the market by the volume of product use. SEGMENTING the CONSUMER MARKETLG513-29Reaching Smaller Market SegmentsNiche Marketing -- Identifies small but profitable market segments and designs or finds products for them.MARKETING to SMALL SEGMENTSOne-to-One Marketing-- Developing a unique mix of goods and services for each individual consumer.LG513-30Moving Toward Relationship Marketing Mass Marketing -- Developing products and promotions to please large groups of people.Relationship Marketing-- Rejects the idea of mass production and focuses toward custom-made goods and services for customers.Building Effective Relationships:Open communication; Consistently reliable serviceStaying in contact with customersTrust, honesty, and ethical behavior MASS MARKETING vs. RELATIONSHIP MARKETINGLG513-31The CONSUMER DECISION MAKING PROCESS AND OUTSIDE INFLUENCESLG5The Consumer Decision-Making Process13-32LearningReference GroupsCultureSubculturesCognitive Dissonance KEY FACTORS in CONSUMER DECISION-MAKINGLG5The Consumer Decision-Making ProcessPhoto Courtesy of: Peter Hilton13-33The Business-to-Business MarketB2B marketers include:ManufacturersWholesalers and retailersHospitals, schools and charitiesGovernmentProducts are often sold and resold several times before reaching final consumers.Fewer customers; larger purchasesBuyers are geographically located; selling is directBUSINESS-to-BUSINESS MARKET (B2B)LG613-34