© Patrik Gottfridsson 2023-05-011

Vad är marknadsföring?-diskutera i fem minuter med era bänkgrannar.

Marknadsföring

Vad är marknadsföring?

Marknadsföring (definition)

Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return

The Marketing Process - enkelt

Olika kunder och marknader

• B2C (business–to–consumer)• Ett marknadsförhållande i vilket företagets kunder utgörs av

konsumenter.

• B2B (business–to–business)• Ett marknadsförhållande i vilket företagets kunder utgörs av

andra företag.

• C2C (consumer–to–consumer)• Ett marknadsförhållande som innebär att en privatperson

säljer till en annan privatperson.

Marknadserbjudanden

Customer-perceived value

Customersatisfaction

The difference between total customer value and total customer cost

The extent to which a product’s perceived performance matches a buyer’s expectations

Hur påverkar ’förväntningsdelen’ av kundtillfredsställelsen hur man marknadsför?

Understanding the marketplaceand customer needs

Customer value and satisfaction expectations

Customers• Value and

satisfaction

Marketers• Set the right level

of expectations• Not too high or low

The company’s micro environment

Actors in the microenvironment

Figure 3.1 Actors in the microenvironment

The company’s macro environment

Figure 3.2 Major forces in the company’s macroenviroment

The Changing Marketing Landscape

Digital age Rapid globalization

Ethics and social

responsibilityNot-for-profit

marketing

Major Developments

Designing a customer-driven marketing strategy

Production concept

Product concept

Selling concept

Marketing concept

Societal concept

Marketing management orientations

Designing a customer-driven marketing strategy

Figure 1.4 Three considerations underlying the societal marketing concept

The Marketing ProcessThe Marketing Process - utvidgad

MarketsExchanges:

Services/ProductsMoney

Interaction/Relationship

Company Consumers

Marketing mix•Price•Place•Product•Promotion (Market Communication)

Consumer buyer behavior

Product development

B2Bmarketing

Segmentation and Positioning

All functions and/or activities necessary to bring a product to a market

Macro environment

MarketingPartners Suppliers

Distribution

Competitors

Mission/Vision

Company and marketing strategy

Com

petit

or

analy

sis

Market Information

Market Information

Exchanges:Services/ProductsMoneyMarket Information