MARKETING – TD1
Marketing is the process by which companies create values for customers and build strong customer relationship in order to capture value from customer in return.
Kotler, Principles of marketing.
I- History of Marketing
* Consumer is much more informed than before:
* He is more educated,
* He can compare at any time (private labels),
* He does not trust brands anymore.
* He has a wide experience of traditional marketing techniques and develops his critical sense
* He is subjected to contradictions of hyper selection
* He refuses blind consumption, centred on ownership
5) Societal Marketing Concept
Another way of looking at the history of marketing: illustrated history of markets.
Local Markets Mass Market segmented market market niches A series of made to measure markets.
Examples of consumer goods for:
* Local market: local newspapers, maroilles
* Mass Market: Coca cola
* Segmented Market: diet coke, cherry coke etc.
* Market niches: baby care products, Ferrari (only a few customers because it is expensive)
II- Marketing today
Marketing is the endeavour of adapting organisations to their competitive markets in order to influence, in their favour, the behaviour of their publics, with an offer whose perceived value is durably superior to that of the competition.
Lendrevie, Lévy and Lindon
Many markets offerings consist of a variable mix of products and services.
Key customer markets:
Consumers: B to C
Business: B to B
Dual Marketing strategies:
Marketing transactional marketing (of conquest) aims to increase the market share
Marketing relationship marketing (of retention, loyalty) aims to increase the customer share (to maximise satisfaction)
New marketing compared to conventional:
Conventional | New |
• Organize by product units• Focus on profitable transactions• Judge performance by financial results• Marketing department does the marketing• Build brands through mass advertising• Emphasize customer acquisition• Measure customer satisfaction | • Organize by customer...