Presented By SUGIHARTO, SH. MM
Needs, Want and Demand
Product and Services
The Core of Marketing Concept
Market
Exchange, Transaction and Relationship
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Value, satisfaction and Quality
Needs, Want and Demand
Physical Needs NEEDS Social Needs Individual Needs Wants: Form that a human need takes, as shaped by culture and individual personality, ex: Coca-Cola Wants + Buying Power = Demand
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PRODUCTS anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want
What will satisfy a consumer Needs and Wants?
SERVICES activities or benefits offered for sale that are essentially intangible and don’t result in the ownership of anything.
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Needs, Want and Demand
Marketing Offers
Product Combination Services Information Experiences
Need Wants
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CUSTOMER VALUE benefit that the customer gains from owning and using a product compared to the cost of obtaining the product
How do the Consumer Choose Among Products and Services?
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CUSTOMER SATISFACTION
depends on the product’s perceived performance in delivering value relative to a buyer’s expectations. Linked to Quality and Total Quality Management (TQM).
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How does the Consumer obtain Products and Services?
Building Marketing Network
Exchanges Relationships Transactions
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Marketing is facilitating an Exchange Requirements for an exchange
Two or more parties Parties have unsatisfied wants/needs Parties have something of value to exchange Each party has something other party wants Means of Communication & delivery
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Who purchases Products and Services?
Market
Actual Buyers
Potential Buyers buyers who share a particular need or want that can be satisfied by a company’s products or services.
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MARKETING MYOPIA
FOCUS ON WANTS
LOOSE SIGHT on NEEDS
Marketing myopia occurs when sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products
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Value & Satisfaction
High Satisfaction
PERFORMANCE
Expectations
PERFORMANCE
Low Satisfaction
Care must be taken when setting expectations
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Value Proposition
THE set of Benefits and Satisfaction for consumer’s need
VALUE
Promised and delivered by
The Company
dictate how firms will differentiate and position their brands in the marketplace
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Differences between Sales & Marketing Orientations
Organization needs Selling Goods and Services Everybody Profit through max. sales Intensive Promotion
Sales Focus
Marketing Focus Customer needs Satisfying Customer’s need Specific Group of People Profit through CSO
Coordinated marketing activity
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Complaints about MARKETING
Advertising is annoying Advertising is wasteful They all Lies Product’s aren’t really safe Quality as not good as they say makes people too materialistic Labeling is deceptive Product’s packaging pollutes
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How Marketing Relates to the Production of stuff
Marketing fills the “Gap” between producer and consumer
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5
Production and Marketing supply 5 kinds of utility that are needed to provide consumer satisfaction
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Production and Marketing supply 5 kinds of utility that are needed to provide consumer satisfaction
Forms Task Time Place Possession
is when somebody makes something is when someone does something for another person having it when you need it having it where you need it having it, being able to use it, or ride it, drink it, wear it, operating it, work for it etc.
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How Marketing Relates to the Production of stuff Business Product Product Consumer Product Convenience Product Shopping Product Specialty Product Unsought Product
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THANK YOU For LISTENING PERSONAL Development Skill
Presented by Sugiharto. SH.. MM Presentation created by Ace013
GICI Business School
© 2009
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