clase 2 a2016 v2
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OBJETIVE:Provide to students the basic marketingtheories, definitions and concepts.
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What is marketing?
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WHAT IS MARKETING?
Publicity
Promotion
Merchandizing Market
Sales
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WHAT IS MARKETING?
UK based The Chartered Institute of Marketing (CIM)
defines marketing as: 'The management processresponsible for identi fying , anticipating and satisfying
customer requirementsprofitably
American Marketing Association states:
'Marketing is the activity, set of institutions, andprocesses for creating, communicating, deliver ing, and
exchanging offer ings that have value for customers,
clients, partners, and society at large(July 2013)
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WHAT IS MARKETING?
Marketing author and academic Philip Kotler defines
marketing as:
'Satisfying needsand wants through an exchange
process'
Customers will only undertake the exchange, if they feel
that their needs are being satisfied, clearly the
transactional value can not be more than the amount
customers are prepared to pay to satisfy their need.
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WHAT IS MARKETING?
Is mananging profitable costumer relationships.
Combination of productos, services, information, or
experiences offered to a market to satisfy a need or want.
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Needs, wants anddemands?
Needs: States of felt deprivation.
Wants: The form human needs take as shaped by culture
and individual personality.
Demands: Human wants that are backed by buying
power.
An American needs food but wants a Big Mac.
Ecuadorian needs food but wants rice, beans, meat and
soup.
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What`s a need?
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What`s a need?
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What`s the value of my product?
Comunication Dirty
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What`s the value of myproduct?
Hungry
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Place to life. Education
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Important concepts
Production Concept
Product Concept
Selling Concept
Marketing Concept
Market
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Production Concept
The cosumers willfavor products thar
are availabe and
highly affordable.
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Product Concept
The idea thatconsumers will
favor products,and featuresthat theorganization
shouldthereforedevote itsenergy to
makingcontinuousproductimprovements.
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The selling concept
The idea that
consumers will notbuy enough of the
firm`s products unless
it undertakes a large-
Scale and promotioneffort.
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Marketing Concept
The marketingmanagement
philosophy that holdsthat achievingorganizational goalsdepends on knowingthe needs and wants of
target markets anddelivering the desiredsatisfactions better thancompetitors.
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Start wars commercial
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Societal MarketingConcept
The company shouldmake good marketing
decisions byconsidering consumers`wants.
The companyrequirements,consumers` longrun-interests and societyslongrun interest
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Volvo Van DameComercial
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Market
The set of all actual
and potencial buyers
of a product service.
Place where
custumers and seller
find and interchangeproductos or values.
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The Market andcostumers
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What is market?
Its not just physicalplace, can be virtualspaces.
Sometimes the marketis an internacional.
The product is notalways some physical.
The product can also bean idea.
H i i
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How im goingto present in the
market? What are my values?
Who is the client?
Whats the client for me?
Is the client mencioned on the credo?
Who is more important clients or
investment.
How Im goint to solve their needs?
A credo is a set of beliefs that drives
thoughts and behaviors.
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Value from custumers
Deviler and create
superior customer
values.
Clients stay loyal to
the mark
Long-term returns forthe firm.
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1.- Creating customerloyalty and retention
Talk favorably to
others about the
company. Lost one costumer is
not lost one sale.
Super market ($100
per week, 52 weeks
ins a year). $5200.
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2.- Growing sh r ofcustomers
People recoment a
good services orproduct.
People invite other
people to share what
they want.
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3.- Building customer equity Companies grow with
their clients.
And clients stay near thecompany when they buy.
Bluit the right relantionwith clients.
Spends time in
generations
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Before all
What does my company sell?
What is the value of my product?
What need my company satisfied?
Why my product is good, unique os different?
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Canvas
The Business Model Canvas, is a strategic
management and entrepreneurial tool. It allows you
to describe, design, challenge, invent, and pivot
your business model.
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Customer Segments
My product is not good for every one.
Dont Satifies everyones needs.
When I know mi target I Konw:
How the demand?
The Price available for paying.
Know better tan anyone my target needs.
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Una empresa que se vuelca a sus clientes es una empresa
que utiliza la informacin para obtener una ventaja
competitiva y alcanzar el crecimiento y la rentabilidad.En su forma ms generalizada, CRM puede ser
considerado un conjunto de prcticas diseadas,
simplemente, para poner a una empresa en un contacto
mucho ms cercano con sus clientes. De este modo,aprender ms acerca de cada uno, con el objetivo ms
amplio de que cada uno sea ms valioso incrementando el
valor de la empresa ( Peppers y Rogers T)
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Customer Relationship
Definition: The ways in which your company communicatesand deals with existing customers .
When it comes in increasing profits, it's tempting toconcentrate on making new sales or pursuing bigger accounts.But attention to your existing customers, no matter how smallthey are, is essential to keeping your business thriving. Thesecret to repeat business is following up in a way that has a
positive effect on the customer.
Effective follow-up begins immediately after a sale, when youcall the customer to say "Thank you" and find out if he or sheis pleased with your product or service. Beyond this, there areseveral effective ways to follow up that ensure your business isalways in the customer's mind. (Entrepeneur magazine)
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Customer Relationship
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Starbucks
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