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Introduction to MARKETİNG
Rahul Pratap Singh KauravAsst. Professor, Prestige Institute of Management
INTRODUCTİON TO MARKETİNG
Marketing; “Satisfying customer needs” “Meeting needs profitably” “Generating customer value at a profit”
“Managing profitable customer relationships by delivering superior value to customers”
WHAT İS MARKETİNG? No single correct definition or approach Common subject matters:
The ability to satisfy customers, The identification of favorable marketing
opportunities, The need to create an edge over competitors, The capacity to make profits to enable a viable
future for the organization, The use of resources to maximize a business’
market position, The aim to increase market share mainly in target
markets
MARKETİNG PROCESS
Build profitable
relationships and create customer
delight
Capture value from customers to create profits and customer quality
Create value for customers and build customer relationships
Capture value from customers in return
Design a customer-
driven marketing strategy
Construct a marketing
program that delivers superior
value
Understand the
marketplace and customer needs&wants
CORE CONCEPTS OF MARKETING
Needs, wants, and demands
Productsand services
Value and satisfaction
Exchange, transactions,
and relationships
Markets
CORE CONCEPTS OF MARKETING
Needs, wants, and demands
Marketing offers: including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
Need Basic human requirements State of felt deprivation
Example: Need food Wants
Needs directed to specific objects
The form of needs as shaped by culture and the individual Example: Want a Big Mac
Demands Wants which are backed
by buying power
CORE CONCEPTS OF MARKETING
Needs, wants, and demands
Marketing offers: including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
Marketing offering Combination of
products, services, information or experiences that satisfy a need or want
Offer may include services, activities, people, places, information or ideas
ProductsAnything that can be Offered to a Market to Satisfy a Need or Want
Experiences Persons Places
Organizations IdeasInformation
CORE CONCEPTS OF MARKETING
ServicesActivities or Benefits Offered for Sale That Are EssentiallyIntangible and Don’t Result in the Ownership of Anything
MARKET OFFERINGS - EXAMPLES
Marketing places : Creating positive attitudes or maintaining attitudes & behavior toward particular places
MARKET OFFERİNGS- EXAMPLES
“Friends Don’t Let Friends Drive Drunk”
Marketing ideas(social marketing)
This is the watch Stephen Hollingshead, Jr. was wearing when he encountered a drunk driver. Time of death 6:55 p.m.
CORE CONCEPTS OF MARKETING
Needs, wants, and demands
Marketing offers: including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
Value Customers form
expectations regarding value
Marketers must deliver value to consumers
Satisfaction A satisfied customer will
buy again and tell others about their good experience
CORE CONCEPTS OF MARKETING
Total Quality Management Involves Improving the Quality of Products, Services, and Marketing Processes
Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is
“Customer Satisfaction”
Value Gained From Owning a Product and Costs of Obtaining the Product is
“Customer Value”
CORE CONCEPTS OF MARKETING Needs, wants, and
demands Marketing offers:
including products, services and experiences
Value and satisfaction Exchange,
transactions and relationships
Markets
Exchange The act of obtaining a desired object from someone by offering something in return
Transaction Trade of values between two or more parties
One exchange is not the goal, relationships with several exchanges are the goal
Relationships are built through delivering value and satisfaction Marketing network ğ consists of the company and all its supporting stakeholders
CORE CONCEPTS OF MARKETING Needs, wants, and
demands Marketing offers:
including products, services and experiences
Value and satisfaction Exchange, transactions
and relationships Markets
Market Set of actual and
potential buyers of a product
Marketers seek buyers that are profitable
SIMPLE MARKETING SYSTEM
Industry(a collection
of sellers)
Market(a collection
of Buyers)
Products/services
Money
Communication
Information
MARKETING DEFİNED AS...
Process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Simply put: Marketing ğ the delivery of customer
satisfaction at a profit.
MORE DEFİNİTİONS OF MARKETİNG• A social and managerial process by which individuals and groups obtain what they need and
want through creating, offering and exchanging products and services of value with others.• The management process responsible for identifying, anticipating and satisfying customer
requirements profitably. • Marketing consists of individual and organizational activities that facilitate and enhance satisfying
exchange relationships in a dynamic environment through the creation, servicing, distribution, promotion and pricing of goods, services and ideas
MORE DEFİNİTİONS OF MARKETİNG (CONT.)
From the societal perspective; some marketers describe marketing as the creation and delivery of a standart of living.
From the managerial perspective; marketing (management) is the process of planning and executing the conception, pricing, promotion and distribution of goods and services to create exchanges that satisfy individual and organizational goals.
MARKETİNG MANAGEMENT Marketing management ğ the art and science of
choosing target markets and building profitable relationships with them.This definition must include answers to 2
questions:What customers will we serve?How can we serve these customers best?
Getting, keeping, and growing customers through creating, delivering, and communicating superior customer value
Marketing management involves ğ managing demand ğ involves managing customer relationships
MARKETİNG MANAGEMENT
Marketing management can be defined in broader terms as “demand management”; Marketers aim to influence the level, timing and
composition of demand to meet organizational goals.
Marketing management is concernednot only with finding and increasing demand, but also with changing or even reducing it :
demarketing! Demarketing’s aim is to reduce the number of
customers or to shift their demand temporarily or permanently (e.g. move traffic away from a popular tourist attraction during
peak demand times)
EVOLUTİON OF MARKETİNG THOUGHT
How marketing has become “marketing” as we understand it and apply its practices today?
EVOLUTİON OF MARKETİNG THOUGHT
Production Era (1850s-1920s) Industrial revolution; mass production Few products and little competition
Sales Era (1920s-1950s) The focus was on personal selling and advertising Sales seen as the major means for increasing profits
Mktg Era (1950s-present) Customer orientation replaced the “hard sell” of the sales-led
era Determination of the needs and wants of customers before
introducing products or services
EVOLUTİON OF MARKETİNG THOUGHT Relationship Marketing Era: 1990s-
Marketing era has recently shifted from being “transaction-based” ğ to focusing on “relationships”
The argument ğ traditional marketing practices focused on attracting new customers rather than retaining existing ones.
It is equally important to hang on to existing customers so that they become repeat buyers and long term loyal customers
“customer relationship management”!
Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance,
or innovative features
Consumers will buy products only ifthe company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value
better than competitors
COMPANY ORIENTATIONS TOWARDS THE MARKETPLACE
PRODUCTİON CONCEPT
Consumers will favor those products that are widely available and low in cost.
Managers concentrate on achieving high production efficiency and wide distribution.
The assumption is valid at least in 2 situations : The demand for a product exceeds supply
(suppliers will concentrate on finding ways to increase production)
The product’s cost is high and has to be decreased to expand the market.
PRODUCT CONCEPT
Consumers will favor those products that offer the most quality, performance or innovative features.
Managers in product-oriented organizations concentrate on making superior products and improving them over time.
The assumption ğ the customers will admire well-made products and can evaluate product quality and performance
This concept may lead to marketing myopia
SELLİNG CONCEPT
Agressive selling and promotion Assumptions are;
Consumers must be convinced of buying company products
Company is powerful in generating effective selling and promotion to stimulate more buying
This concept is mostly used by firms which have overcapacity.
The aim is “to sell what they make” rather than “make what the market wants.”
Short-term profits are more important (customer dissatisfaction may occur)
MARKETİNG CONCEPT Key to achieving organizational goals consists
of being more effective than competitors in creating, delivering and communicating customer value to target markets.
4 pillars of modern marketing :1. Target market2. Customer needs3. Integrated marketing4. Profitability through customer
satisfaction
Market Integratedmarketing
Profits throughcustomer
satisfactionCustomer
needs
(b) The marketing concept
Factory Existingproducts
Selling andpromotion
Profits throughsales volume
Startingpoint Focus Means Ends
(a) The selling concept
MARKETING AND SALES CONCEPTS CONTRASTED
DIFFERENCES BETWEEN SELLING AND MARKETING
MARKETİNG CONCEPT (CONT.)
1) Target market ğ homogenous group of customers to whom the company wishes to appeal
2) Customer needs Consumers may not be fully conscious of their needs It may not be easy to articulate these needs They may use words that require some interpretation Customer-oriented thinking ğ to define customer
needs from the customer’s point of view Sales revenue ğ New customers + Repeat customers “Customer Retention” vs. “Customer Attraction” Customer satisfaction is a function of the product
perceived performance and buyer’s expectations
MARKETİNG CONCEPT (CONT.)
3) Integrated Marketing1. Various marketing functions must work together
for customer satisfaction (coordination of 4Ps; marketing mix elements)
Marketing Mix ğ controllable variables the company puts together to satisfy its target market(s).
Product: Product variety, quality, design, features, brand name, packaging, sizes, services, warranties, returns
Price: List price, discounts, allowances, payment period, credit terms
Promotion: Sales promotion, advertising, sales force, public relations, direct marketing
Place: Channels, coverage, assortments, locations, inventory, transport
MARKETİNG CONCEPT - THE 4 P’S
MARKETİNG CONCEPT - THE 4 P’S ĞĞ THE 4 CS
MarketingMix
Product
PricePromotion
Place
CustomerSolution
CustomerCost Communication
Convenience
MARKETİNG CONCEPT (CONT.)Integrated Marketing (cont.)
2. Marketing must be well coordinated with other departments in the company;all departments have to work together to satisfy customers’ needs and wants
4) Profitability through customer satisfaction
To achieve profits as a result of creating superior customer value
SELLING – MARKETİNG...
“There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer
who is ready to buy.” Peter Drucker
Customers
Front-line people
Middle Management
TopManagement
MODERN MARKETİNG CONCEPT TRADITIONAL ORGANIZATION CHART
MODERN MARKETİNG CONCEPT CUSTOMER-ORIENTED ORGANIZATION CHART
Customers
Front-line people
Middle management
Topmanage-
ment
Customers Custom
ers
RELATİONSHİP MARKETİNG CONCEPT Customer Relationship Management ğ the
overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping
and growing customersRelationship building blocks ğ “customer value”
and “customer satisfaction”“Customer retention” and “customer loyalty”The intention ğ to gain a greater proportion of
an existing customer’s purchases over a long period (increase “consumer lifetime value”!)
RELATİONSHİP MARKETİNG CONCEPT“Our slogan ‘5+Million More Smiling Customers’ is not about reaching sales targets but about whether we are able to provide greater satisfaction to a greater number of customers...
The goal is to improve customer satisfaction which translates to an increased number of ‘smiling customers.”
Tokuichi UranishiExecutive Vice President, Toyota Motor Corporation
CONNECTIONS WITH CUSTOMERS – NOT ALL CUSTOMERS ARE EQUAL
• Most marketers are targeting fewer, potentially more profitable customers.
• Asking:▫ What value does the customer bring to the
organization?▫ Are they worth pursuing? – customer profitability
analysis• Focus has shifted to:
▫ keeping current customers, and ▫ building lasting relationships based on superior
satisfaction and value. It costs 5 to 10 times as much to attract a new customer
as it does to keep a current customer satisfied.
CUSTOMER RELATİONSHİP MANAGEMENT CAPTURING VALUE FROM CUSTOMERS
Customer Loyalty and Retention
Share of Customer Customer Equity
Customer delight leads to emotional relationships and loyalty
Customer Lifetime Value (CLV) shows true worth of a customer
Key ConceptsKey Concepts
CUSTOMER RELATİONSHİP MANAGEMENT CAPTURING VALUE FROM CUSTOMERS
Customer Loyalty and Retention
Share of Customer Customer Equity
Share of customer’s purchase in a product category.
Achieved through offering greater variety, cross-sell and up-sell strategies.
Key ConceptsKey Concepts
CUSTOMER RELATİONSHİP MANAGEMENT CAPTURING VALUE FROM CUSTOMERS
Customer Loyalty and Retention
Share of Customer Customer Equity
The combined customer lifetime values of all current and potential customers.
Measures a firm’s performance, but in a manner that looks to the future.
Choosing the “best” customers is key
Key ConceptsKey Concepts
SOCİETAL MARKETİNG CONCEPT
Company’s negative effects on society Conflict between consumer wants and long-term
social welfare Marketing managers should be concerned with
social responsibility The societal marketing concept
Company’s task is to determine needs and wants of target markets & to satisfy them more effectively and efficiently than competitors --in a way that preserves or enhances the consumer’s and society’s well-being.
SOCIETAL MARKETING CONCEPT
Societal Marketing
Concept
Company(Profits)
Consumers(Want Satisfaction)
Society(Human Welfare)
MARKET SEGMENTATION, TARGETING AND POSITIONING
MARKETSMARKETS
1(Exercisers)
3(Transportation riders)
2(School-goers)
4(Adventurers)
Market segments for Bicycles
MARKETSMARKETS
MARKET SEGMENTSGroups of customers with different wants, buying preferences or product-use behavior
TARGET MARKETA market segment for whichthe seller designs a marketing mix
MARKET SEGMENTATIONMARKET SEGMENTATION
Process of dividing the total marketProcess of dividing the total marketfor a good or service into several smaller,for a good or service into several smaller, internally homogeneous groupsinternally homogeneous groups
Members of each group areMembers of each group are similar with respect to the factorssimilar with respect to the factors that influence demandthat influence demand
PROCESS OF MARKET PROCESS OF MARKET SEGMENTATIONSEGMENTATION
Determine size and satisfactionDetermine size and satisfaction
Identify wants within a marketIdentify wants within a market
Identify characteristics that Identify characteristics that distinguish the segmentsdistinguish the segments
MARKET SEGMENTATION MARKET SEGMENTATION CONDITIONSCONDITIONS
MICROMARKETINGMICROMARKETINGTreat each single customerTreat each single customer as a separate segmentas a separate segment
Large enoughLarge enoughto be to be ProfitableProfitable
Segment isSegment isAccessibleAccessible
MeasurableMeasurableand and Obtainable DataObtainable Data
MARKET SEGMENTATIONMARKET SEGMENTATION
Customer’s reason for buyingCustomer’s reason for buying
CONSUMERCONSUMER Purchase for personal usePurchase for personal use
BUSINESSBUSINESS Purchase to use in organizations, Purchase to use in organizations, to resell, or to make other productsto resell, or to make other products
SEGMENTATION BASESSEGMENTATION BASES FOR CONSUMER MARKETS FOR CONSUMER MARKETS
1.Geographic 1.Geographic
RegionRegion
Urban- RuralUrban- Rural
ClimateClimate
Metro, A, B, CMetro, A, B, C
Etc.Etc.
Possible Market SegmentsPossible Market Segments
-North, South, North, South, East WestEast West
-Coastal, Non-coastalCoastal, Non-coastal-Metro, Large towns, Metro, Large towns,
Small townsSmall towns-Rural, UrbanRural, Urban-Villages > 1000, Villages > 1000, < 1000 population etc< 1000 population etc
SEGMENTATION BASESSEGMENTATION BASES FOR CONSUMER MARKETS FOR CONSUMER MARKETS
2.Demographic 2.Demographic
AgeAge
GenderGender
Family life-cycle Family life-cycle
IncomeIncome
Education,Education, etc.tc.
Possible Market SegmentsPossible Market Segments
-< 6M, 4-6 Yrs, 20-40, < 6M, 4-6 Yrs, 20-40, 50+ etc50+ etc
-Male, FemaleMale, Female-Young couples w/o Young couples w/o children, Bachelor etcchildren, Bachelor etc-10K-20K/M, >50K/M 10K-20K/M, >50K/M - Graduate, PG, Graduate, PG, Engineers etcEngineers etc
SEGMENTATION BASESSEGMENTATION BASES FOR CONSUMER MARKETS FOR CONSUMER MARKETS
3.Psychographic 3.Psychographic
Personality
Consumer values
Life-style (Activities,Interests & Opinion)
Possible Market SegmentsPossible Market Segments
-Introvert/Extroverts,Introvert/Extroverts,Achievers, etc Achievers, etc -Spiritual, Yoga, MusicSpiritual, Yoga, MusicPolitics, Business etcPolitics, Business etc-Strength of ValuesStrength of Valuessuch as fun, love &such as fun, love &warmth, relationshipwarmth, relationshipEtc.Etc.
SEGMENTATION BASESSEGMENTATION BASES FOR CONSUMER MARKETS FOR CONSUMER MARKETS
4.Behavioral 4.Behavioral
Benefits desired
Usage rate
Possible Market SegmentsPossible Market Segments
- Virtually for all Virtually for all products products - Heavy, Medium, Heavy, Medium, Low user, Non-userLow user, Non-user
SEGMENTATION BASESSEGMENTATION BASES FOR BUSINESS MARKETS FOR BUSINESS MARKETS
1.Customer1.CustomerLocationLocation
RegionRegion
CountryCountry
Town etcTown etc
Possible Market SegmentsPossible Market Segments
-North, South, North, South, East WestEast West
-Coastal, Non-coastalCoastal, Non-coastal-Metro, Large towns, Metro, Large towns,
Small townsSmall towns-Rural, UrbanRural, Urban-Europe, AseaEurope, Asea
SEGMENTATION BASESSEGMENTATION BASES FOR BUSINESS MARKETS FOR BUSINESS MARKETS
2.Customer2.CustomerTypeType
IndustryIndustry
SizeSize
Organizational structureOrganizational structure
Possible Market SegmentsPossible Market Segments
-Steel, Cement, TextileSteel, Cement, Textile-Large, Small, MediumLarge, Small, Medium-Centralized, Decentr-Centralized, Decentr-allized, allized, -Price, Price & quality,Price, Price & quality,process for selectionprocess for selectionEtc.Etc.
Purchase CriteriaPurchase Criteria
SEGMENTATION BASESSEGMENTATION BASES FOR BUSINESS MARKETS FOR BUSINESS MARKETS
3.Transaction3.TransactionConditionCondition
Buying SituationBuying Situation
Usage RateUsage Rate
Purchase ProcessPurchase Process
Order SizeOrder Size
Service ReqrmtService Reqrmt
Possible Market SegmentsPossible Market Segments
-Straight/Modified Straight/Modified re-buy, New Buyre-buy, New Buy-Non/Light/Heavy userNon/Light/Heavy user- Competitive Bidding,Competitive Bidding,Leasing, Service etcLeasing, Service etc-Large, small etcLarge, small etc-More frequent, More frequent, occasional, etcoccasional, etc
TARGET-MARKET STRATEGYTARGET-MARKET STRATEGY
Single MarketingStrategy“shotgun”
Market-aggregationStrategy“mass-market”“undifferentiated-market”
and
Product differentiationStrategy
TARGET-MARKET STRATEGYTARGET-MARKET STRATEGY
Single-SegmentStrategy“concentration ”
NICHEMARKETERS
One MarketingMix
TARGET-MARKET STRATEGYTARGET-MARKET STRATEGY
Multiple MarketingMixes
Multiple-SegmentStrategy
SELECTING A TARGET MARKET SELECTING A TARGET MARKET GUIDELINESGUIDELINES
Compatible with company’s goals
Match market opportunity with resources
Profit that justifies investment
Competitors are few and/or weak
POSITIONINGPOSITIONING
Firm creating and maintainingin the minds of a target market a particularimage relative to competing products
Coordinate the marketing mixCoordinate the marketing mix to convey positionto convey position
Design the feature thatDesign the feature that conveys positionconveys position
Select position conceptSelect position concept
THREE STEPSTHREE STEPS
MARKET POSITIONING Positioning is defined as the process of designing
the company’s products and image to occupy a unique place in the target market’s mind.
Many marketers favor promoting only one major benefit and Rosser Reeves called it as “a unique selling proposition”. Some unique selling propositions (USPs) companies use are best quality, best service, lowest price, best value, safest, more advanced technology, etc.
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THE FOUR MAJOR POSITIONING ERRORS
• Under positioning: Some companies find that buyers have only an unclear idea of the brand.
• Over positioning: Buyers have very narrow image of the brand.
• Confused positioning: Buyers have confused image of the brand because the company has made too many claims or changed the brand positioning too frequently.
• Doubtful positioning: Buyers do not easily believe the claims made by brands about the product’s features, price or manufacturer.
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BASES OF POSITIONING THE PRODUCT
1. Attribute positioning: The company positions itself on the basis of attribute like size or number of years in existence. Sunfeast positions its snacky brand as bigger, lighter and cheaper.
2. Benefit positioning: The company positions its product as leader in providing a certain benefit. For example Santro positioned itself as India’s simplest car to drive.
3. Use or application positioning: The company positions its products as best for certain use or application. For example, Kenstar positioned its products as unexpectedly cold.
4. User positioning: The company positions its product as best for some user group. For example, Parle-G positions the boy in the advertisement as rock star targeting the kids and boys.
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BASES OF POSITIONING THE PRODUCT5. Competitor positioning: The company claims its
products as better than a named competitor.6. Product category positioning: The company
positions its product as leader in certain product category. For example, Bajaj CT 100 was positioned as leader in the entry segment bikes.
7. Quality or price positioning: The product is positioned as offering the best value. For example, the vegetable oil brand Dhara positions itself as ‘anokhi shuddata, anokha asar’. This means the company offers unique purity and unique effect.
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PERCEPTUAL MAP FOR DIFFERENT BRANDS OF PERCEPTUAL MAP FOR DIFFERENT BRANDS OF CARSCARS
FORECASTING MARKET DEMANDFORECASTING MARKET DEMAND
brand x brand your company brand z
MARKET SHAREMARKET SHAREProportion of total sales of a Proportion of total sales of a Product during a stated periodProduct during a stated periodin a specific market in a specific market that is captured by a single firmthat is captured by a single firm
MARKET FACTORMARKET FACTOR1) exists in the market1) exists in the market2) is measurable2) is measurable3) is related to the demand 3) is related to the demand for a product in a known wayfor a product in a known way
FORECASTING MARKET DEMANDFORECASTING MARKET DEMAND
Total sales of a Product during a Period in a marketunder ideal conditions
MARKET POTENTIAL
FORECASTING MARKET DEMANDFORECASTING MARKET DEMAND
Portion of market potential that a specific companycould expect under ideal conditions
SALES POTENTIAL
FORECASTING MARKET DEMANDFORECASTING MARKET DEMAND
Estimate of sales For one companyduring a periodin a specific market assuming a defined marketing plan
SALES FORECAST
METHODS OF SALES FORECASTINGMETHODS OF SALES FORECASTING
Market-Factor Analysis
Survey of Buyer Intentions
Sales-Force Composite
Executive Judgment
Test Marketing
Past SalesandTrend Analysis
CHALLENGES IN NETWORKED WORLD OF MARKETING
• Digital ageDigital age• Globalization• Ethics and social
responsibility• Not-for-profit
marketing• Marketing
relationships
Growth of the Internet Advances in
telecommunications, information, transportation Customer research and
tracking Product development Distribution New advertising tools 24/7 marketing through
the Internet
Challenges
• Digital age• GlobalizationGlobalization• Ethics and social
responsibility• Not-for-profit
marketing• Marketing
relationships
Geographical and cultural distances have shrunk Greater market
coverage More options for
purchasing and manufacturing
Increased competition from foreign competitors
Challenges
Challenges in Networked World of Marketing
CHALLENGES IN NETWORKED WORLD OF MARKETING
Digital age Globalization Ethics and social
responsibility Not-for-profit
marketing Marketing
relationships
Marketers need to take great responsibility for the impact of their actions
ChallengesChallenges
CHALLENGES IN NETWORKED WORLD OF MARKETING
• Digital age• Globalization• Ethics and social
responsibility• Not-for-profit Not-for-profit
marketingmarketing• Marketing
relationships
Many organizations are realizing the importance of strategic marketing Performing arts Government agencies Colleges, universities Hospitals
ChallengesChallenges
CHALLENGES IN NETWORKED WORLD OF MARKETING
• Digital age• Globalization• Ethics and social
responsibility• Not-for-profit
marketing• Marketing Marketing
relationshipsrelationships
Profits through managing long-term customer equity Improve customer
knowledge Target profitable
customers Keep profitable
customers
ChallengesChallenges