Today we start to learn something about marketing together.Sometimes i just propose a question,and i need you to think about the problem with me.
Part one
Marketing:exchange between buyer and seller
1)buyer's market:product focus market
2)seller's market:customer focus market(meet customer need)
What customer want? How to pick or choose customers('cause we cann't meet all customers' need)?
Make customer willing to buy? Create some value?
Profitable ---> Building customer loyalty:
give customer exactly what they want ---> keep creating value ---> deliver value to customer --->loyalty (customer share)
3)connected community (Experience,focus deeper on customer experiential value,"Customer is lord!")
4)global recession:economic uncertainty (Trust,focus on genuine customer value-reset,discipline,flexibility,cut cost..)
5)Conclusion:
①product orientation:generic product,persuade customer to want what the firm has
Competitive advantage (CA):lowest cost
Profitability drivers (PD):market share
②marketing orientation:different products/services,persuade firm to offer what the customer want
CA:quality and service,customer knowledge
PD:customer share,customer loyalty
③experience orientation:experiential value,manage customer's entire experience with the firm
CA:transformation,customer as co-creator of value
PD:buzz(暗中散布)，referrals
④trust orientation:genuine value,priortize building a relationship of trust and discipline
CA:trust
PD:discipline
Part two
1.three principles of marketing:
1)principle of customer value (rather than competition)
2)principle of differentiation (do better than competition)
3)principle of segmentation (segment market),targeting (target customer),and positioning (position brand)
2.4 P's of marketing:
product (seller), place (deliver/exchange), promotion (communication), price (buyer)
3.market-driven principle:
1)know your markets:competitive,global,customers' need (value ---> deliver)
2)customers have the final say:they cann't consider anything,but they would choose what they want at that time
how they pick?
decision process (3 bundles):operational factor,product features,customer needs
3)commit to being the first in the market you serve (but everyone tends to copy!!)
4)deliver total quality to guarantee customer satifaction