Marketing Basics

Introduction

What is Marketing?

Marketing is

to sell

Marketing is knowing what

to sell

Marketing is the process through which organizations create value

for people and build strong relations to receive value in return

Marketing is the process through which organizations create value

for people and build strong relations to receive value in return

Process

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Total Value

Costs

Client value

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

People

Market

Segment 1

Segment 2

Segment 3

Target group

Segment 2

Segment 3

https://www.youtube.com/watch?v=Yoz5vk9Bc-k

Value

AXE  

https://www.youtube.com/watch?v=Nj_Q5ySp5_U

AXE  

SEX  

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing concept

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing concept

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing concept

https://www.youtube.com/watch?v=XNBP18nrRdw

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing concept

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing concept

Bread

Apples

Coffee

Chicken

Soap

Bread

Apples

Nescafé

Chicken

Soap

Bread

Apples

Coffee

Chicken

Soap

Bread

Apples

Nescafé

Chicken

Soap

Production concept

Product concept

Selling concept

Marketing concept

Societal marketing concept

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Marketing

Mix

Product

Price

Place

Promotion

Marketing

Mix

Product

Price

Place

Promotion

Marketing

Mix

Consumer

Cost

Convenience

Communication

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Relations

CRM

L Expected Value

L Expected Value

J Expected Value

K Expected Value

J Expected Value

A happy customer tells 3 friends

An unhappy customer tells 10 friends

Perceived value

Customer needs

Marketing strategy

Marketing program

Profitable relations Value

Customer Lifetime Value

Customer Equity

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Butterflies True friends

Strangers Barnacles

Profitability

Loyalty Low High

High

Low

Changing landscape

The future ain’t what it used to be

https://www.youtube.com/watch?v=PgTaqBD8MO8

Internet users 2012 1,8 billion

Internet users 2015 3,4 billion

Web 1.0

Web 2.0

Web 3.0

https://www.youtube.com/watch?v=v7445SC0wgs

https://www.youtube.com/watch?v=6M1CxLmgsv8