Management and Organizational Studies 1021A/B Lecture Notes - Marketing Myopia, Customer Satisfaction, Voice Of The Customer

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September 12 Class Notes/Readings - MOS
Why study consumer behaviour?
Nothing drives the economy more than consumer spending
Humans = consumers
Understanding CB is critical to marketing which begins and ends with the
consumer
From determining consumer needs/wants and providing satisfaction
What is CB, what drives CB?
What, when, where, how, why they buy
Easy to design a marketing strategy... if only all consumers responded the
same way, at all times
However, this is far from being the case.
Even same individual consumer can behave inconsistently
External and internal factors change what consumers need and want ex:
marriage, having children, change in technology
Goals of Studying CB
Understand and predict consumer behaviour, recognize how it is shaped by
infleunces
Integrating theories/concepts from psych, soci, anthroplogy, geography,
econ and stats
Understanding CB at individual level, group level
Understanding of consumers. Essential in every aspect of marketing
Produce management, advertising, market research, purchasing, logistics, HR
management
Chapter 1 – Marketing: Creating and Capturing Customer Value
What does marketing mean to me?
Marketing: Satisfying customer's needs.
Marketing: the process of planning, managing and executing the conception,
pricing, promotion, and distribution of ideas, goods, services, organizations and
events to create and maintain relationships that will satisfy individual needs and
organizational objectives (profit, market share, brand strength etc).
“Marking really is manipulation – just spelled differently.”
Marketing is one of many on a wheel surrounding management.
If a business fails to evolve, they die. Example: why Apple is thriving and
RIM is dying.
The Marketing Process
1. Understand the marketplace and customer needs, wants demands
2. Design a customer-driven marketing strategy – who will we serve? How will
we be different
3. Construct an integrated marketing program that delivers superior value.
Marketing mix, product, price, place, promotion
4. Build profitable relationships and create customer delight – Are we actually
creating value? Are our customers satisfied?
5. Capture value from customers in return. Capture value from customers to
create profits and customer equity – the financial value and gain by
delivering good value to its customers. Customer lifetime value – increased
shares, share of customer, customer equity (total combined customer
lifetime values of all of a company’s customers)
Requirements for Marketing to Occur
1. Two or more parties with unsatisfied needs
2. Desire and ability to satisfy these needs – the money
3. A way for the parties to communicate
4. Something to exchange
Understanding the Marketplace and Customer Needs
Needs
states of deprivation
Physical – food, clothing, warmth, safety
Social – belonging and affection
Individual – knowledge and self-expression
Wants
Form that needs take
What do companies actually sell?
Marketing myopia – management's failure to recognize the scope of its business
To avoid this, companies must broadly define organizational goals towards
consumer needs
Focus on benefits or ultimate derived feelings on the part of your customer.
Example: BMW – sells status, joy, an experience
You buy the car because you get an emotional benefit
Marketing is about selling the benefit of the product, not the product. BMW
doesn't sell cars, they sell an experience individual to each customer.
Audi?
What is the Marketing Mix?
Marketing: a process by which companies create value for customers and
build strong customer relationships to capture value from customers in
return.
Designing a Customer-driven Marketing Strategy
The value proposition: the set of benefits or values a company promises to
deliver to customers to satisfy their needs = the total experience or
package
Each company has one – what they are doing, why they are doing it, and
how they are going to do it
Building Customer Relationships
Relationship marketing - Relationship building blocks: customer value and
satisfaction. Organizations create long term links with their customers,
employees, suppliers to increase loyalty and customer retention
Customer-perceived Value
The difference b/w total customer value and total customer cost
Perceived relationship built through the internet – resell customer – learn
from them, market to them based on their needs.
Added value often achieved through product design, pricing strategies, and
service elements. eg. Walmart focuses on the lowest price, Pizza Pizza
highlights fast delivery service.
Customer satisfaction