Thirteen

1
Chapter Thirteen
Marketing Customer and Stakeholder
Relationship Management
2
The Marketing Concept

• Customer Orientation
• Service Orientation
• Profit Orientation
• Update of Concept

3
What is Marketing?
Target Market
Market Needs
Satisfy Needs
4
Marketing Strategies inNon-Profit Organizations

• Find a productive board of trustees (Directors)
• Make marketing the focus not short-term sales
• Know your mission and review mission strategy
  regularly

• Practice strategic planning
• Carefully segment target market
• Train develop volunteers for long-term
• Be frugal- know how to manage finances

5
Elements in the Marketing Mix
Place
Product
Computer 'R Us
Marketing Program
Buy at Computers R Us
Promotion
Price
6
Marketing Process
Need
Design
Research
Name/Package/ Price
Test
Promote
Build
Distribution?
7
Market Research Process

1. Define
2. Collect
3. Analyze
4. Choose

8
Uses of Market Research

• Analyze Customer Needs/Satisfaction
• Analyze Markets Opportunities
• Analyze Effectiveness of Strategy/Tactics
• Analyze Goal Achievement

9
Sources for Marketing Research Information

• Primary Data- Specific to Project
• Surveys
• Observations

• Secondary Data
• Company Records
• Govt Agencies
• Trade Associations
• Research Companies

10
Guidelines for Market Research

• Clarify research objectives/stay on target.
• Decide whether you will do the research or use a
  professional researcher.
• Make certain questions are directed to
  objectives.
• Ask for relevant information.

11
The Marketing Environment
Economic
Technology
Competitive
Customer
Social
Global
12
Figure 13.5 Marketing Environment
13
Different Markets

• Consumer
• Niche
• One-to-One
• Business-to-Business (B2B)

14
Market Segmentation

• Mass Marketing
• Relationship Marketing

• Target Marketing
• Geographic
• Demographic
• Psychographic
• Benefit
• Volume

15
Buying Process

• Step 1 Recognize Problem
• Step 2 Information Search
• Step 3 Evaluate Alternatives
• Step 4 Make Purchase Decision
• Step 5 Postpurchase Evaluation

16
Consumer Decision Making (Figure 13.7)

• Sociocultural
• Reference groups
• Family
• Social class
• Culture
• Subculture

• Marketing mix
• Product
• Price
• Place
• Promotion

• Decision-Making Process
• Problem Recognition
• Information Search
• Alternative evaluation
• Purchase decision
• Postpurchase evaluation
• (cognitive dissonance)

• Situational
• Type of Purchase
• Social surroundings
• Physical surroundings
• Previous experience

• Psychological
• Perception
• Attitudes
• Learning
• Motivation

17
Influences onConsumer Behavior
Reference Group
Culture
Learning
Customer
Cognitive Dissonance
Subculture
18
Business-to-Business (B2B)

1. Rational
2. Direct Sales
3. Personal Selling

1. Number
2. Size
3. Geographic Concentration

19
Updated Marketing Concept

• Customer gt Delight Stakeholders
• Organizational Service gt Uniting Organizations
• Maintain Profit Orientation
• Establish Relationships
• Customer
• Stakeholder

20
Urban Adult Spending Habits
Source Simmons Market Research
21
Successful Marketing in Small Organizations

• Identify your best customers.
• Build lasting relationships.
• Share your customers with other businesses by
  developing strategic alliances.

• Practice integrated marketing.
• Know what makes your customers happy.
• Personally thank your customers for support.
• Stand out above the competition.

22
ABCs of Marketing

• Always be customer-driven.
• Benchmark against the best in the world.
• Continuously improve product/performance.
• Develop the best value package.
• Empower your employees.
• Focus on relationships.
• Generate profit/meet other org. objectives.

Source Nickels Wood, Marketing, Worth
Publishing, 1997
23
Key Terms

• Brand name 400
• Consumer market focus group 409
• Market 396
• Market segmentation 410
• Marketing 396
• Marketing management 397
• Marketing mix 398