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• Relationship Marketing


  Teaches companies and the customers to build trust by having interactions
• Business Markets


  • Proctor & Gamble
  • San Miguel Corporation
• Consumer Markets


  • Individuals or households that purchase products or render services to satisfy their needs
• Government Market


  • Customers that purchase commodities or services to provide public services
• Customer Satisfaction


  Based on the perceived performance of the product
• Train employees


  Imbibe the culture of customer service excellence
• Establish System


  The venues is another thing that needs to be considered in providing quality customer service
• Provide product knowledge


  Produce a product briefer that is handy, easy to read and understand for every employee
• Customer-perceived value


  Customers pick products, which they think offer utmost value
• Reseller Markets


  • Purchase products or service that they resell and gain profit from it
• Wants


  The deciding factors amid various options
• Marketing Mix


  Other term for 4P's of Product, Price, Place and Promotion
• Expectations


  The beliefs of the consumers on the benefits and advantages they will get from a product
• 3C's


  • Customer
  • Company
  • Competition
• Finance and accounting


  Responsible for managing of income and expenses of a company
• Needs


  The qualifying determinants of consumers in purchasing a product
• Human resource training


  Manages the staffing and training of people to be efficient and productive in their workplace
• Traditional Marketing


  • Print
  • Broadcast
  • Direct mail
  • Telephone
• Contemporary Marketing


  • Internet ads
  • E-Commerce Websites
  • Instagram, Twitter and Facebook
  • Email Marketing
• Goals of Marketing


  • To attract the new customers by promising superior value
  • To keep and grow current customers by delivering satisfaction
• 5 STEPS OF MARKETING PROCESS

  1. Understand the market place and customers' needs and wants

  2. Design customers driven marketing strategies

  3. Construct an integrated marketing program that delivers superior value

  4. Build profitable relationship and create customer delight

  5. Capture value from customers to create profits and customer's equity
• 3C's


  • Company
  • Customer
  • Competition
• Developed by E. Jerome McCarthy the Marketing Mix/4P's

  • Product
  • Price
  • Promotion
  • Place
• CRM – Customer Relationship Management


  One of the great values of clients in marketing is being the advocate of the product or service themselves. Another value is being the source of information in developing or improving the product or service.
• Provide Product Knowledge


  Provide every employee excellent product knowledge
• Train Employees


  Provide proper training to employees on customer service is critical
• Establish System


  The venue is another thing that needs to be considered in providing quality customer service
• Attend to issue


  Resolving to customer issues is one of the main considerations in providing quality customer service
• Empower Employees


  Every employee is the face of the company once they are in front of the customers
• Strategic Marketing


  The plan that marketers design in accomplishing goals. The concept on how to reach the marketing goals
• Tactical Marketing


  The set of actions that are needed to achieve the goals
• FACTORS INFLUENCING CONSUMER BEHAVIOR, Kotler and Armstrong

  • Cultural (Culture, Subculture, Social Class)
  • Social (Reference groups, Family, Roles & Status)
  • Personal (Age and lifecycle, Occupation, Economic Status, Lifestyle)
  • Psychological (Motivation, Perception, Learning, Belief & Attitude)
• Hierarchy of Needs


  • Self-actualization Needs (Self-development and realization)
  • Esteem Needs (Self-esteem, recognition, status)
  • Social Needs (sense of belongingness, love)
  • Safety Needs (security, protection)
  • Physiological Needs (Hunger, Thirst)
• 4 TYPES OF BUYING BEHAVIOR

  • Complex Buying Behavior
  • Dissonance-Reducing Buying Behavior
  • Habitual Buying Behavior
  • Variety-Seeking Buying Behavior
• 3 BASIC STEPS TO TARGET MARKETING

  1. Segment Marketing

  2. Market Targeting

  3. Market Positioning
• 4 BASIC WAYS TO DO CONSUMER MARKET SEGMENTATION

  • Geographic
  • Demographic
  • Psychographic
  • Behavioral
• EXAMPLES OF MARKET SEGMENTATION

  • Geographic (Continental, National, Regional, City and Municipality Segmentation)
  • Demographic (Gender, Family size, Family life-cycle, Income, Occupation, Education, Religion, Race, Nationality, Generation, Age)
  • Psychographic (Social Class, Lifestyle, Personality)
  • Behavioral (Buying frequency, Benefits, User status, Loyalty status, Readiness stage, Attitude toward product)
• Identifying the Buyer Decision Process

  1. Need recognition

  2. Information search

  3. Evaluation of alternative

  4. Purchase decision

  5. Post purchase behavior
• STEPS IN CHOOSING POSITIONING STRATEGY

  1. Recognizing a set of prospective competitive advantage

  2. Choosing the right competitive advantage

  3. Choosing a comprehensive positioning strategy
• ROLE OF FAMILY