MM1 - Lecture 3 - Sep8 2011 -OnCourse

MM1 - Lecture 3 - Sep8 2011 -OnCourse -...

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Click to edit Master subtitle style 9/18/11 Instructor – Saurabh Segmenting/Targeting/Positioning September 8, 2011 MGCR 352
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4/14/2006 Agenda Finish Discussion of Overview of Marketing Describe the characteristics of markets and market segments Explain the importance of market segmentation Understand the bases commonly used to segment consumer markets Go over the steps involved in segmenting markets
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4/14/2006 Looking Back What is marketing? What are the core marketplace philosophies? What is Marketing Myopia and what leads to it? What is a Market?
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4/14/2006 Marketing Orientation Create  Customer Value Build Long-Term  Relationships Maintain Customer Satisfaction Key Issues in  Developing  Competitive  Advantage
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4/14/2006 Achieving a Market Orientation Obtain information about customers, competitors, and markets Examine the information from a total business perspective Determine how to deliver superior customer value Implement actions to provide value to customers
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4/14/2006 Marketing Levers: The 4 P’s (Marketing Mix) Product Price Promotio n Place Marketing Mix Target customers
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4/14/2006 The Customer’s Experience Customer Perceived Value Customer’s subjective view of the offer’s value compared to competitive offers Customer Satisfaction Customer’s subjective view of the value received in return for the purchase price Customer Delight Customer’s subjective view of the increased value received above the purchase price.
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Customer Value and Satisfaction If performance is lower than expectations,  satisfaction is low. If performance is higher than expectations, 
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MM1 - Lecture 3 - Sep8 2011 -OnCourse -...

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